Word: chevrolets
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...Ford's indifference to his competitors is no pose. His sole interest is in building the best car he can for the money. To him merchandising is merely a necessary nuisance. If a person chooses to buy a Chevrolet or a Plymouth, the loss, Mr. Ford feels, is the buyer's, not his. Even the staggering deficits rolled up in the Depression-$132,000,000-do not bother him. It is, to Henry Ford, merely money "spent...
...Ford's competitors, however, have stockholders to think of, and last year the Man of Dearborn increased his share of the national business from 20% in 1933 to 28% of all cars sold. Relatively, both Chevrolet and Plymouth lost ground. What they will do in 1935 no man knows...
...Chevrolet is General Motors' biggest unit and the finest merchandising organization in the industry. The fact that President Marvin E. Coyle surmounted his early production difficulties and again pushed Chevrolet to the front of the field is generally regarded as the outstanding selling job of 1934. Now 48, dynamic, little-publicized President Coyle has been with G. M. for 23 years, 17 of them in Chevrolet. William S. Knudsen picked him as his successor when that all-round motorman stepped up to executive vice president of General Motors Corp...
...race President Coyle entered two lines of Chevrolets, the Standard and Master De Luxe. The Masters have "knee-action" front wheels, new all-steel "turret" tops by Fisher Bodies, are longer, roomier, more streamlined. The Standards have conventional springs, conventional steel bodies. But while the Masters are priced at last year's levels, the Standards have been cut $10 on almost all models, putting them as much as $25 below Ford's standard line. In the past year Chevrolet sold about 100,000 of the lower-priced Standards, will push them strongly in 1935 as a good transportation...
Until 1928 when Plymouth was first marketed, Ford and Chevrolet had the low-priced field pretty much to themselves. Under B. Edwin Hutchinson, Plymouth board chairman and Chrysler vice president & treasurer, Plymouth has on at least one occasion pressed Ford hard for second place in the Big Three's race. And even last year Plymouth lost less ground to Ford than did Chevrolet. More notable, the man who has multiplied Plymouth's sales by five is one of the few crack motormen who did not rise from the bench. Mr. Hutchinson is primarily a financial man, having raised...