Word: javelin
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Dates: during 1960-1969
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After nearly two years in reverse, American Motors Corp. last week made a move to get into high gear. Off the company's production lines in Kenosha, Wis., rolled the first Javelin specialty car, a handsome 1968-model entry that will put A.M.C. into the bustling youth market with such fast company as Ford's Mustang, Chevrolet's Camaro, Plymouth's Barracuda, Lincoln Mercury's Cougar and Pontiac's Firebird...
...door hardtop with swept-back body, the Javelin boasts the kind of features that the sports-minded car buyer seems to prefer-streamlined hood, bucket seats, split grille and sunken door handles. Also available are such options as a zippy 280-h.p. engine and racing stripes. Roomier than the Mustang, but with a price in the same range (about $2,500), the car itself not only stands to catch on, but, says Company President William Luneburg, its sporty look should also "give the showrooms a traffic boost" for other lines...
Inventory Cushion. The Javelin is the first of the 1968-model cars scheduled for official unveiling between now and mid-September. The new year does not figure to be startling in its innovations. The Javelin's main rival as a conversation piece is likely to be Chevrolet's Corvette, which will feature a sleeker silhouette and a Ferrari-like snout. Mercury will introduce its new Montego, which will essentially be an elongated Comet. Dodge will add some curves to its slow-selling Charger. Such features as cover-up headlights will become even more familiar. And to comply with...
Tackling the Mustang. Along with its new-look Javelin, A.M.C. has sought a new look in advertising, signing on the currently hot Wells, Rich, Greene agency (other accounts: Benson & Hedges 100s and Braniff airlines), which plans to tackle the Mustang headon, with the pitch that the new car has features-contour bumpers, hand-welded roof, more leg room-that make it a swell value. A.M.C.'s brass expects the total specialty market to reach 1,000,000 car sales next year, counts on the Javelin to capture a 5% slice, or 50,000 cars. Added to American...
...Javelin -- Bernson (H) 211-11, Champi (H) 209-9, Heath...