the golden age of the automobile – the 1950s in america “…at the root of america’s...
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The Golden Age of the Automobile – the 1950s in America
• “…at the root of America’s disproportionate reverence for automobility there is something profoundly sexual. Few people give ultimate devotion to sex; their really ultimate devotion goes to religions like this one.” – theologian Martin Marty, 1958
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Dizzy Gillespie, “Swing Low, Sweet Cadillac”
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American Automobile Consumption During the 1950s
• Purchases were connected to well-being, satisfaction, pleasure, and comfort
• Therefore, a large variety of models were offered
• Re-tooling took place faster and faster
• Advertising costs increased sharply
• Quality declined
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In the end, accessories were more important during the late 1950s than the actual marque itself! – Lewis Crusoe at Ford
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Hot Rod Films of the 1950s
• Hot Rod (1950)
• Hot Rod Rumble (1957)
• Drag Strip Girl (1957)
• Hot Rod Gang (1958)
• The Ghost of Drag Strip Hollow (1959)
• Hot Rod Girl (1956)
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What were the Cars of the 1950s Like?
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Major Historical Developments During the 1950s
• The Cold War – Korea, 1950; Hungary 1956• The Eisenhower Era, 1953-1961• Affluence and the Move to the Suburbs• The Rise of Youth Culture – Music, Film, TV• The Organization Man and the Lonely Crowd• Valium and Alcohol• Happy Days?• Sputnik and the Space Race
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1955 Chevrolet
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1955 Ford
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1956 Packard
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1957 Chevrolet
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1957 Ford Skyliner
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1958 Plymouth Fury
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1958 Buick
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1958 Edsel
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1959 Cadillac
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1950 Jaguar XK-120
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1953 Corvette
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The Rise of the Critics
• John Keats – The Insolent Chariots
• Vance Packard – The Hidden Persuaders
• S.I Hayakawa
• Lewis Mumford
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California Smog – Note Brown Clouds!
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1950s Automobile Dealer Abuses
• Bait and Switch
• Finance Pack
• Unhorsing the Customer
• Result: 1958 Automotive Disclosure Act – Monroney stickers
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Small Town Dealers – Garten Motors, Hinton, West Virginia
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