U.S. Business: Rambling into the Gap

In their race with ruin, the new bosses of American Motors Corp. last week decided to rev up their smallest and—nowadays—least popular car: the compact Rambler American. "Between the small imports and the nearest U.S.-built models, no American car is reaching out to the consumer," said Roy D. Chapin Jr., who became A.M.C. chairman only four weeks ago. "The Rambler is going to be driven right into the center of this gap."

By promoting the low-priced ($2,073) Rambler—along with a separate $300,000 splash of ads plugging the company's size and zest—American was obviously...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!