As the 1959 cars wheeled into showrooms, the big question was: How well will they sell? If the '59s catch on, they could lead the U.S. economy to its greatest boom. If they flop, recovery might be plodding. Last week, even discounting the usual dealer enthusiasm, the cars looked mighty hot. Government economists, weighing such factors as auto prices, population growth and the age of cars now on the road, predicted 1959-model sales of 5,500,000-6,000,000, v. 4,300,000 for the '585.
Peep Show. The earliest starter—General Motors' Buick—broke away fast. Buick General Manager Edward T. Ragsdale happily reported that dealers sold an estimated 20,000 the first two days, ordered 52,358 more the first week. In little more than a week, Buick had accomplished a sales job that required two months last year. From Boston to Seattle, showroom crowds ran two to four times higher than last year's. So did firm orders. "Only one thing has kept us from selling a whole lot more right now," said Sales Manager Clarence J. Lauer of Emerson and Orme Buick, Washington, D.C. "People want to take a look at the other models before they buy."
Though introduction of most other models was days or weeks away, dealers teased buyers by surreptitiously showing off pictures of the '59s. Most of them have cleaner lines, less chrome. Trusted customers and fleet buyers even were allowed to snatch glimpses of the cars. In Chicago one major Chrysler Corp. dealer looked the other way while visitors tiptoed into the rear showrooms to peek at the new models. Almost all dealers were well ahead of last year in specific orders, figured that the growing recovery in the economy will keep sales improving. Dealers also look for a sales boost from the new federal law that requires factory-suggested list prices to be posted on all cars; they believe it will help them regain the confidence of customers who were burned by the razzle-dazzle price packs of yesteryear.
Low-Price Scramble. Chevrolet, due out in a fortnight, is the most completely restyled car in the low-priced three. The Impala features big, out-flaring rear fins, a rear window that sweeps around for a panoramic view and a front window that sweeps into the roof. The Chevy is 1 in. longer and 3½ in. wider than the '58, much roomier inside. Another noticeable change: Price. Dumped is the lowest-priced series, the Delray, because it brought in only about 13% of '58 sales; Chevy increased prices of other models as much as $139. Thus, the cheapest Chevy will be $2,041, v. $1,824 last year.
That leaves a neat opening for the much rumored Chevrolet "small car," expected out by late 1959. Last week newsmen pried out the first official word from Chevy General Manager Edward N. Cole about a Chevy small car. Chevy has bought tools and dies. "But," Cole stressed, "that does not mean that we will purchase one pound of productive material to run over those tools and dies." Chevy can scrap its plans as late as next summer, if the small-car market cools. Chevy's dropping of the Delray also gives plenty of room to other companies' low-price cars to scramble for the $1,800-to-$2,000 market.