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Ford is up to 6 in. longer, sports 29% more windshield area and a superenamel finish that needs no waxing for the car's lifetime. It has single taillights, parking lights in the front bumper. Ford will recommend regular instead of premium gas (saving: up to $1 a tankful). Beamed Sales Manager Marvin Cahn of Manhattan's Ralph Morgan Motors: "The new Fords won't be displayed till Oct. 17, but we have firm orders for 400—double last year's."
Plymouth boasts an optional, Imperial-like spare-tire compartment on the sloping rear deck. Dealers expect that one new feature will sell well to women and oldsters: swivel front seats that make it simpler to get in and out. Chicago's Fohrman Motors has had 100 nibbles from potential customers for Chrysler Corp. cars, 90 of them for station wagons. A record 28% of Plymouth's '58 output went to station wagons, and Plymouth dealers talk hopefully of 40% to 45% station-wagon sales this year. The new DeSoto made its debut in the press last week, mildly facelifted from the '58.
Small Cars. Studebaker has placed all bets on a square-looking small car, with Hawklike grille, called the Lark. It is 175 in. long (v. 209.1 in. for the '58 Chevy), but roomy inside because the company saved space by slicing down the front end and the rear bustle. "Everybody likes the pictures," said Salesman Jim Hockney of Manhattan's Studebaker-Packard Salon Inc. "We have orders, with deposits, for 40 cars—which is just 39 more than we had last year at this time." The new American Motors Rambler is almost the same as the '58 model, which rang up a company-saving 171,000 sales. American expects '59 sales to climb to 252,000, and many dealers are already well ahead of last year.
In the slow-rolling middle-price range, Ford has lengthened Mercury's wheel base 4 in. The car will move out during November, much sleeker, with less chrome than the '58 Mercury. There will be 35% more window space; instrument panels have been moved forward 6 in. for greater legroom. Ford's Edsel and Lincoln will get minor facelifts. About December the company will bring out a hybrid Ford with the body of a Fairlane and the roof of a Thunderbird. Called the Galaxy, it will sell for somewhat more than the '58 Fairlanes, which ranged from $2,289 to $2,907.
General Motors' Oldsmobile, out this week, is also much cleaner than the chromy '58 that sold best of all middle-priced models. Pontiac expects a banner year because it cut prices by some $200. At the top of the line, G.M.'s Cadillac has less chrome and more of a sweeping rocket shape than the '58, is priced al most exactly the same—from $4,475 to $12,000 for the Eldorado Brougham.
Charm & Dignity. As the cars have changed, so have selling practices. To inspire some smart-selling hustle, many salesmen have been taken off salary and put on straight commission. For the feminine touch, Fohrman Motors (Chrysler) hired saleswomen, because "women influence car buying so much that it is best to cater to their wishes. No man can really understand what it means to get into a modern car wearing a hobble skirt."