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First the market researchers told Detroit that the nation wanted big cars with tail fins and plenty of spaghetti; when that proved not to be the case, they told the automakers that the nation was sick of big cars and wanted small, unadorned cars with built-in economy; now Detroit has discovered that Americans want economy all right—but are willing to pay any price to get it. Nearly 30% of the regular Falcon's customers, for example, insist on a 100-h.p. engine instead of the standard 85-h.p.; 50% want white sidewalls, 68% want the "trim kit"—extra chrome on the outside, pleated nylon on the inside, etc.
—at $78 extra.
Detroit would like to create yet another trend. This fall Ford will bring out two new cars as yet unnamed, temporarily called "the Canadian X" and "the Canadian Y." They will fall between the compacts and standard cars in size and price, combine the roominess and utility of the larger cars with a smaller, compact look.
The Canadian X will have a 115½-in.
wheelbase v. Falcon's 109½-in., will become the low end of the standard Ford line. It will be aimed at a mass one-car family market, may eventually replace the standard Ford. The Canadian Y, with a 116½-in. wheelbase. will probably become the smaller Mercury. With its eye on Ford, Chevrolet is also getting ready an in-between car to be called the Corsair, with a wheelbase of 109-in., but added sheet metal that makes it look bigger.