A STAR IS BORN
GM'S COMMITMENT
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The automobile Was born in Europe, but it grew up in the United-States. With our open spaces, good roads, lower-priced gas and high per capital income, the private ownership of an automobile more naturally fit the social and economic conditions in America than anywhere else.
In 1915 U.S. auto production exceeded that of the rest of the world combined. This situation remained until 1959, when the post war economic boom in Europe and Japan allowed the rest of the world to catch up. The huge U.S. Market naturally attracted European auto makers , among which VW and Renault were the most aggressive. their in roads forced the introduction in 1960 of Ford's Falcon and Chevy's Corvair, which succeded in driving out (temporaily) the foreign econo-cars.
All except VW. with an excellent dealer network and cleaver advertising, the little German bug kept right on coming, and in the mid-'60's was joined by Toyota and Datsun. by 1968 the imports had over 10% of the market again, and Detroit prepared a second counter-offensive.
GM'S COMMITMENT
As the worlds largest carmaker, everybody was watching GM. In late 1968 Board Chairman James Roche made the long-expected public announcement that GM was indeed working on a mini-car, and promised that it would be a blockbuster. The basic design was settled by then, for Roche revealed that it would have a revolutionary new engine, be about a foot longer that that " best-selling import," have more interior room, weigh about 1900 LBS., and be a "well-styled car built to American tastes." it's code name was XP887, Chevrolet would market it, and even the manufacturing plant was designated--Lordstown,Ohio. Chevy "teaser" ads took it from there, promising low cost, phenomenal gas mileage, good handling, good performance, a full range of models, and something rather startling: a commitment not to change the basic car for 4 years. Clearly, it seemed that GM was leveling its million-dollar guns right at VW.
THE DEBUT