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Can the automakers put two years back-to-back?
8,000,000
7,000,000
6,000,000
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5,000,000
4,000,000
In contra not until
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st with many industries the car market has not been growing steadily. 1955 was the top year in the last decade; this year did auto sales again hover in the $7 million area. Automakers now hope for another good year, 1962-63
SPECIAL INDUSTRY REPORT NO. 3
AUTOS: Why spot radio can help?
+■ Industry faces "great years" challenge
► 1963 lines show many more models
► Year-round advertising pressure seen necessary
► Recommended: $3 million spot radio per make
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n the surface of things, Detroit car makers represent an industry looking for a problem.
Sales in 1962 are expected to reach 7 million cars (including imports). This will be second only to the record-breaking year of 1955 when total sales reached 7.9 million.
With a certain degree of optimism—based on favorable economic
indicators— car manufacturers as a group have set this benign challenge for themselves: two great years in a row.
But no industry is free of problems. Car marketing and sales executives are spending many a sleepless night figuring out ways of maintaining or increasing their share of total sales. In a few cases, it's a life or death struggle.
GM giant grows. The heavy cloud that hangs over Detroit is the company-by-company, the brancl-bybrand fight for share of market. All eyes are enviously focused on General Motors which is threatening to make a runaway of the automobile sweepstakes. GM sales for the first six months of 1962 were up 43% compared with the first six months of 1961. Ford was up only 10% during that time.
Chevrolet is heading for an alltime sales record. It will probably sell more than 2 million cars befor the year is out. In so doing, it may beat its arch rival. Ford, by as mam as 500,000 cars this year. Cars like Plymouth and Dodge are facing losses.
SPONSOR/22 October 1962
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