Autos: American's Moment of Truth

After a recent assessment of the nation's social unrest, American Motors officials decided that it was no time to be selling a car called Rebel, as it had been doing. The company's marketing men conducted many expensive consumer-research polls and found a new name for A.M.C.'s intermediate model: Matador, which the studies found meant virility and excitement to consumers. Last week A.M.C. introduced its Matador in Puerto Rico—and ran right into language trouble. Matador, it turns out, is the Spanish word for killer, hardly a good selling point. In an editorial, the daily San Juan Star tsk-tsked: "We suggest...

Want the full story?

Subscribe Now


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

Learn more about the benefits of being a TIME subscriber

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