"Automotive Products," Forbes, January 1, 1970, p.191.
It was supposed to be the year of the intermediates -- the
slightly smaller than standard sized Chevrolet Chevelle, Dodge Coronet, and Ford
Fairlane, for example.
These models had been selling well for a couple of years,
and the marketing experts decided that it was where they should put their
styling emphasis and peppiest promotion. The production men geared up for a
heavy output of the intermediate models.
So what happened? The public suddenly lost enthusiasm for
intermediates and began buying more high-priced and low priced models. As a
result the auto companies spent 1969 scrambling to change over production lines
to meet demand.
In sales terms, 1969 was a year of sideways motion until the
third quarter, when Chrysler sales edged off. That, combined with heavy
retooling costs, caused a 48% earnings decline at Chrysler for the first nine
months. By the 4th quarter, the entire industry's sales were running about7%
below 1968's 8.8 million car volume, year to year. Although market shares held
fairly steady for all but American Motors (victim of a five-week strike),
profit margins narrowed considerably. By contrast foreign car importers had
sales running about 10% ahead of 1968 toward year end.
The problem, of course is that the auto companies deal with
a fickle auto-buying public whose frequent shifts in taste are encouraged by
annual model changes and ever-widening product lines. Back in the days when fewer models were
offered in fewer price ranges, the auto companies had better control of their
markets, and forecasting was much easier.
But now they are engaged in a billion-dollar game of trying to outguess
the public.
The Ford product line reflected the dilemma of markets and complex consumer preferences. The LTD was placed at the top of the Ford line, a long wheelbase (121 inches) vehicle with hidden headlamps and five possible engines, ranging from a 302 cubic inch V-8 to a 460 big block. With hard top sedan, coupe, convertible and station wagon variants, the LTD was just one example of the fruits of flexible mass production, if one sees these large number of consumer choices a direct benefit to the firm. Immediately below the LTD was the Galaxie, also a 121 inch wheelbase car, and also available with numerous options, including a 6 cylinder 240 cubic inch engine. The intermediate model in the Ford line was the Torino, the Motor Trend car of the year for 1970. Influenced by designer Bill Shenk, the Torino had a "Coke bottle" shape with a narrow waist and bulging front and rear fuselages, mimicking a supersonic aircraft of the day. The Torino consisted of 13 models on a 114 inch wheelbase, and engines ranging from a 250 cubic inch 6 to a 429 that was featured in the Cobra Jet model. As Motor Trend commented, the Tornio was "Not really a car line in the old sense, but a system of specialty cars, each for different use…from luxury to performance."
The Ford product line reflected the dilemma of markets and complex consumer preferences. The LTD was placed at the top of the Ford line, a long wheelbase (121 inches) vehicle with hidden headlamps and five possible engines, ranging from a 302 cubic inch V-8 to a 460 big block. With hard top sedan, coupe, convertible and station wagon variants, the LTD was just one example of the fruits of flexible mass production, if one sees these large number of consumer choices a direct benefit to the firm. Immediately below the LTD was the Galaxie, also a 121 inch wheelbase car, and also available with numerous options, including a 6 cylinder 240 cubic inch engine. The intermediate model in the Ford line was the Torino, the Motor Trend car of the year for 1970. Influenced by designer Bill Shenk, the Torino had a "Coke bottle" shape with a narrow waist and bulging front and rear fuselages, mimicking a supersonic aircraft of the day. The Torino consisted of 13 models on a 114 inch wheelbase, and engines ranging from a 250 cubic inch 6 to a 429 that was featured in the Cobra Jet model. As Motor Trend commented, the Tornio was "Not really a car line in the old sense, but a system of specialty cars, each for different use…from luxury to performance."
A Galaxie 500 in stripped down trim.
The LTD, this one obviously marketed to African-Americans.
The Muscle Car -- a Torino intermediate -- not dead yet.
A base Mustang
The Maverick comes on board by the end of the year. See my The Automobile and American Life on the Maverick as depicted in Harry Crews' Car.
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