Although the American motor industry obviously hopes that her “compact” automobiles will stem sales of imported cars, the makers of the foreign invaders intend to put up a fight, judging by the advertising we studied in a current issue of a specialised American sports paper. Full page insertions had been taken by, or on behalf of, Lancia, Citroën, Sunbeam, Alfa-Romeo, Austin Healey, Triumph and Porsche, while Peugeot and Fiat both had double-page spreads, D.K.W. the inside back cover, M.G. the inside front cover and Jaguar an extremely effective colour advertisement on the back cover proclaiming the advent of the 3.8-litre “sports sedan.” The sole American maker to fight back was Studebaker, to publicise the Lark.
Scanning these advertisements reminds one that the type of approach required in wooing American customers differs from that which is effective here. Thus the M.G. layout refers to “high spirited new horses champin’ at the bit… rugged new disc brakes to keep ’em in hand” in pushing the M.G. 1600. Here’s how others seek to attract the dollars:
Lancia: “…born of a half-century of restless probing, of successive triumphs. It is shaped to dimensions of thinking far beyond the rigid reduplication of secondhand ideas, of stamp-press concepts. It is machined to win the admiration of engineers – and motorists – — the world over. Its standard is excellence. It viewpoint is the future. Its name is LANCIA.”
Citroën: “The weightlessness of the sky, the restfulness of a tranquil sea, a feeling of floating along on a cushion of clouds… this is the Citroën ride.”
Peugeot: “Some, people say ‘Peugeot’ like this: Pooj-Oh.’ Others avoid the question and just say ‘403.’ Use whichever you like when you visit your Peugeot dealer. [After all, one English agent is apparently inclined to say ” Peugot”? – Ed.] While there you may also wish to drive the Peugeot Station Wagon – America’s largest imported station wagon.
Sunbeam: “Out of famous European rallies roars a great new car that makes all other sports cars seem ten years old!!!! – the new Sunbeam Alpine.”
Fiat: “Over sixty years ago, the Fiat heritage was born. Since that time, a long line of fine automobiles has added lustre and distinction to the Fiat name.”
Alfa-Romeo: “Now added to the distinguished Alfa-Romeo family is the exciting and beautiful new 2-litre roadster styled by Carrozzeria Touring. You will be amazed at the lightning acceleration and silent power of this new great Alfa-Romeo model. See and drive it to confirm that ‘Italians Build Such Exciting Cars’.”
Austin Healey: “Odds-on Favourite, The sky’s clear, the air’s like wine. You’re ready for fun, and ready to go. And so is this spirited performer. The Austin Healey ‘3000’ is the fabulous successor to the famous Austin Healey 100-Six which has dominated competition in its class…. Take this beauty out on the road, and you’re really living. For as low as $3,051 (two or four-seater).”
Triumph: “The living is easy in a Triumph TR3 Grand Touring Model (witness this lucky Las Vegas driver) [Who seems to have left his hard-top in a very dubious place, from which the London police would have soon removed it! – Ed.]… Everything about the Triumph TR3 Grand Touring Model is ‘grand’ but the price…. The soft life begins at your Triumph dealer,”
Porsche: “A host of engineering advancentents – distinctive styling refinements – and a timeless heritage… that is the new 1960 Porsche.”
D.K.W.: “Designed to make ‘impossible’ driving possible! Pulls you over mud, sand, ice or snow. (And does it on three cylinders and seven basic, moving engine parts)…. Do you know what D.K.W. means? It means Das Kleine Wunder and it’s famous throughout Europe.”
Jaguar: “Open it up! The growl of a new Jaguar is heard in the land. The 3.8 Sports Sedan is here. With classic surety the 3.8 incorporates the exhilaration of a race-bred sports car within the modern dimensions of a distinguished five-passenger sedan.”
25th Anniversary of the Gross Glockner Pass
To celebrate the 25th anniversary of the opening of the 7,515-ft. Gross Glockner Pass, engineer F. Wallak drove over it last year in the same 1.4-litre Steyr 100 with cross-country bodywork with which he and Dr. Rehol, District Chief of Salzburg, had looked at the scarcely-finished pass in 1934.