The Personal Car
The personal luxury car market segment in the United States was largely defined by the Ford Thunderbird. Joining the Chevrolet Corvette in 1955 as America's only other two-seater, the original "T-bird" was a softly sprung, reasonably powerful auto for its day, available as both a convertible and an open car with removable hardtop. Too large, slow handling, and luxurious to be a sports car, yet lacking the high-performance of a GT, Ford instead coined a new term for the industry to market it, a "personal car."
The model met with reasonable success its first three years. However, since Ford basically defined the "personal luxury" niche, they believed they could also reshape it. As a result of their own surveys, Ford decided the Thunderbird should gain two seats and a permanent hardtop, changes they considered to be refinements of the personal luxury idea even if the car which emerged was considerably less personal than its two-seat forerunner. Only one American car occupied the target marketplace, the Studebaker Golden Hawk, a highly styled two-door performance hardtop in the GT tradition.
The bulkier, four-seat 1958 Thunderbird which emerged, arrayed with comfort features and weighed down with styling gimmicks, nevertheless found tremendous success, outselling any of its predecessors. Its merely above-average performance and mediocre handling proved no daunt: the marketplace had spoken. The Continental Mark II of 1956 and 1957 was also a personal luxury coupe of the time, sold through Lincoln dealers.
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Famous quotes containing the words the personal, personal and/or car:
“Take two kids in competition for their parents’ love and attention. Add to that the envy that one child feels for the accomplishments of the other; the resentment that each child feels for the privileges of the other; the personal frustrations that they don’t dare let out on anyone else but a brother or sister, and it’s not hard to understand why in families across the land, the sibling relationship contains enough emotional dynamite to set off rounds of daily explosions.”
—Adele Faber (20th century)
“Adolescence is a tough time for parent and child alike. It is a time between: between childhood and maturity, between parental protection and personal responsibility, between life stage- managed by grown-ups and life privately held.”
—Anna Quindlen (20th century)
“I marched in with the men afoot; a gallant show they made as they marched up High Street to the depot. Lucy and Mother Webb remained several hours until we left. I saw them watching me as I stood on the platform at the rear of the last car as long as they could see me. Their eyes swam. I kept my emotion under control enough not to melt into tears.”
—Rutherford Birchard Hayes (1822–1893)