Car Buying: The Experience

William Sundwick

For a life-long car buff like me, shopping for a new car has been an exciting, intensely pleasurable, experience. Cars are fascinating to me: their design, their features, their engineering. I grew up with the industry, and I’ve followed the automotive press intermittently ever since.

My latest experience was no exception. My Excel workbook of all possible competitors compared not only numeric specs, but capsule summaries taken from reviews and road tests. The process lasted two years – my spreadsheet had tabs for 2017 models, 2018 models, and 2019 models. I didn’t pull the trigger in either of the first two model years I tracked. In 2017, I merely collected data on all possible popular-priced SUV/Crossovers. For 2018, I devised elimination thresholds based on certain specs. This, combined with a comprehensive tour of the 2018 Washington Auto Show, allowed a hypothetical emergence of an “elite eight,” then “final four” contenders (roughly on time for the 2018 NCAA basketball tournament).

But I didn’t buy a car. Rinse and repeat for 2019 models. For this model year, I could only reduce to five finalists – I had tightened my elimination standards, but there were simply more cars that met those requirements.

Test drives at dealers finally became a reality this August. Dealers were ramping up their summer clearances, seeking to clear out inventory for the coming model year. They wanted my business. Five contenders quickly became four after a disconcerting phone call to a Nissan dealer where the salesman conceded: “nobody stocks Rogue Hybrids -- they don’t sell!” – the Rogue Hybrid was only model that made Nissan one of the five finalists. “Thank you, I guess I can cross Nissan off my list!” Four different test drives ensued. VW Tiguan was eliminated after a decisive spin – too big, ungainly, slow. A slight delay before following up with the remaining three choices found both my wife and me getting bored with the process. Eager to reach a decision, we arbitrarily crossed Ford Escape off our list: “It is due to be replaced for 2020 with an all-new model,” I reminded my wife. “And Consumer Reports rates its ‘expected reliability’ as low,” granted a statistical assumption. That left a titanic duel between Subaru Forester and Honda CR-V.

We went together to other Subaru and Honda dealers, searching for the one thing that might be key to a final decision. This was somewhat painful until my wife took the wheel of both contenders. Even though she had insisted throughout the test drive process that this would be my car, not hers, the final word belonged to her! The Honda felt more “familiar” – coinciding with my own feeling that it was more “straight-forward” (less “gimmicky”) than the Subaru. And there were no minuses with the Honda, except that it didn’t include a heated steering wheel in the price (a $500 accessory, we later discovered).

The decision was made! Now came the hard part. Where would we buy my Honda? And, how to avoid being taken for a ride by that dealer? Further Internet research followed.

All dealers publish their inventories online. While it is possible for them to trade cars to make a sale, I found that such practices work against the best price – seems reasonable, especially in this annual inventory reduction environment. All dealers may not have equally well-managed stocks of cars. They do compete after all. In our case, a larger inventory worked to our advantage.

With some insight provided by Edmunds.com, I decided the best approach was to email blast all local Honda dealers with my requirements and wait for the best quote for an “Internet price” to come in response. The Edmunds site provided the interface for my blast. The response came same day -- from the dealer which had claimed, when we visited, to be the largest in Northern Virginia (Ourisman Honda of Tysons Corner). The test drive there had been pleasant enough. The salesman said he remembered us from five years previous when we were last car shopping – and, we didn’t even buy from him! It’s possible he could have done advance research on us, since I made the appointment with another sales associate – I didn’t remember him. “What did you buy five years ago, you were looking at a Civic Hybrid?” he offered unprompted. (Winner then, a Chevy Volt!)

One of the best qualities in a car salesman is the ability to put the customer at ease, with personal anecdotes, less-than-perfect knowledge, and general easy-going demeanor. This salesman possessed all these skills. He had some knowledge of features he could demonstrate – hands-free tailgate, remote starting with key fob, personalized settings for almost everything in car. He continued his presentation, even after we announced we were ready to buy his car.

He did, however, gloss over a problem we had with our “Internet price” quote: the fine print said “dealer financing required” – we expected to pay cash! Since Virginia doesn’t allow pre-payment penalties for financing, we all agreed that the “dealer financing” requirement was a mere formality. We could pay it off with only one additional small payment – our salesman insisted. But that was before he went to his sales manager to seal the deal.

Hard-nosed negotiation commenced. Finally, a concession from the sales manager: “I’ll give you two free oil changes if you agree to make at least three payments.” And only the oil changes were in writing! He seemed so pathetic in his desperation to make a small amount in interest for his bank! Margins must be very tight in this business. The law was on our side. He can’t force us to pay interest!

And, he wanted to sell us a car.

Driving away from the dealership in my new Honda gave me a sense of accomplishment. I’m not sure I’ll bother with the two free oil changes, anyway. I still needed to arrange for the towing of our old car, to be donated to Vehicles for Change, as we have for the last two cars we’ve replaced. The satellite radio needed to be registered (first 90 days free), presets set, old car’s radio deactivated. I needed to read the manual cover-to-cover. Fortunately, Honda also provides a website with a collection of videos on how the car’s controls work (the manual is not especially comprehensive or well-written). 

Driving is the best way to learn about the car. And that is what I’ve been doing for the last few weeks. Its HondaLink navigation system now knows where I live!

Next Step in Car Shopping

Advance to the Test Drive?

William Sundwick

This year’s Washington Auto Show was in April. Held later than last year, it began to push into 2020 model year marketing territory. Nevertheless, it provided a useful opportunity to further explore the 15 vehicles that had found a place in my Crossover Shopping spreadsheet for 2019. They were all there, under one big roof at the Walter Washington Convention Center.

Indeed, planning our Friday evening outing to the show forced a decision: which stands to visit among the 15 contestants? My boredom with the process, after three years, made it easy to cancel two manufacturers from our schedule, and my wife readily agreed; we wouldn’t bother with Hyundai or Mitsubishi.

That still left a heavy burden of covering seven other stands on two floors in less than four hours before the show closed at 10:00 P.M. (We literally forgot one important display, Nissan, despite our intentions).

What we learned from this year’s show allowed us to reduce our 15 original entrants to five finalists. Each of the five comes from a different manufacturer, so advancing to the test drive, step four of my systematic process of shopping for a new car, would require some time – visiting five different dealerships.

First, the eliminations from the original list of 15 – Hyundai primarily because the Santa Fe, although new for 2019, struggles to match competitors’ fuel economy ratings, and has nothing else to set it apart from them. Mitsubishi, I feel, is still a questionable investment for the future, with reviews panning its quality and reliability. Beyond those two makes, which didn’t even warrant our attention at the show, those we saw also allowed us to eliminate more.

Scratch everything from GM – Buick, Chevrolet, and GMC – mostly due to brand image for Buick and GMC (my wife is sensitive to what sits in our driveway, no trucks, no stodgy Buick), and size/style for the Chevy Equinox (it squeaks in on the low end of my threshold for cargo volume).

Going for style is probably shallow in a new car purchase, but two eliminations were primarily due to styling. Both the Equinox and new Toyota RAV4 were, in comparison to competitors, well … ugly! The Equinox’s bustled rear quarter combined with squarish roof line just rubbed me the wrong way, reminding me of a pop-up camper. And, the RAV4, while entirely new from last year, looks like (wait for it!) a Toyota. The previous generation RAV4 had a

pleasant appearance much like its hot-selling competitors, not so this new version. Often, over the years, Toyota styling has been disturbing, very angular, depending more than others on frivolous details and faux-aggressiveness – the new RAV4 fits that unfortunate mold perfectly. It also seemed to have a cheaper interior, practical perhaps, but lacking the upscale feel of many competitors.

I also had no problem eliminating some of the larger contenders. After seeing them at the show, both my wife and I decided we could do without the Ford Edge or Subaru Outback. Yes, they’re bigger than the Escape and Forester, respectively, but the Edge is significantly more expensive than the Escape for that extra room, and Outback comes in a bigger package than Forester, but with virtually the same cargo volume!

VW’s models went in the other direction. The eliminated entrant was the smaller Golf AllTrack wagon -- like Equinox, possibly too small. And, it’s certain to be discontinued (along with all Golf wagons) for 2020. Besides, the larger Tiguan seems to sell for about the same price.

Due to my inadvertent snub of Nissan, and difficulty in eliminating something I didn’t see, the five finalists have now become:

•        Ford Escape (carry over for 2019, all new next year)
•          Honda CR-V (solid contender, as always) 
  
  
•          Nissan Rogue (can’t eliminate, although nothing exceptional save Hybrid fuel economy)
•          Subaru Forester (very impressive new body, almost indistinguishable from last year – “don’t mess with success”)
  
•          Volkswagen Tiguan (cars were locked in display! But, peering
  
  through windows and looking at stickers resulted in a thumbs-up)

Stickers on all five finalists are in the same ball park for comparably equipped models. But the Auto Show cannot convey any sense of drivability. Performance, handling, visibility can only be judged after a test drive at a dealership. These days, the usability of electronics, infotainment systems, safety features also can only be explored in a test drive.

Therefore, the test drive is the next step. It won’t happen until after the June visit of in-laws from California, however. My wife must be fully involved, and she is now concerned primarily with her sister and brother-in-law’s visit. Maybe we’ll take them along?

If it waits too late into the summer, we may be pushing up against the 2020 model year – resetting the cycle back to spreadsheet updates and research. There are multiple dealerships in Northern Virginia we might visit. For close-in Arlington, Falls Church, and Alexandria there is Koons, Jerry’s, and Ourisman Ford; Bill Page, Brown, and Landmark Honda; Passport Nissan; Beyer Subaru; and Alexandria VW. Tysons contributes Priority Nissan, Stohlman Subaru and VW. If we choose Fairfax or Springfield, we can hit Sheehy or Ted Britt Ford, Brown or Priority Nissan, Farrish or Sheehy Subaru, and Fairfax or Sheehy VW.

It’s not likely that we’ll need to drive more than one version of each of the five finalists – we’re not looking for any unusual combination of equipment, except possibly a Hybrid Rogue. So, choosing a map direction and hitting all the dealers in that vicinity might work. But it likely would require more than one afternoon, we could go twice or three times.

Is there an easier way to make our decision? The drive is the thing, it seems. Choices of color and equipment are reasonably uniform among all. Both my wife and I will be drivers, and both of us will be passengers. There will be one or two car seats in the rear. The driver will evaluate instrumentation, performance and handling, while the passenger evaluates electronics, general comfort, climate controls, and interior detailing. Only a test drive can afford this opportunity.

Since we intend to keep this car for more than ten years – as has been our habit for the last thirty years -- the answer to the question, “is there an easier way?” is emphatically no!

What Makes People Buy That Car?

Marketing Trends in the Auto Industry, a Photo Essay

William Sundwick

They were called “horseless carriages” for a reason. The earliest automobiles had open bodies fashioned from wood, sometimes with a folding top, like popular carriage designs of the time.

Soon, however, there emerged more luxurious closed bodies, often only the passenger cabin, with the driver still exposed to the elements. But these “cabs” were generally considered to occupy only the top end of the market, or livery vehicles.

The Model T Ford then created a “mass market” for automobiles in the United States. But roughly by the end of the First World War, closed bodies became more commonplace – even for the Model T. Ford had competitors by this time, many makes were marketed to less than upper-class buyers. And, as the maturing auto industry moved through the 1920s, there seemed to be a stock selection of body styles. There were coupes (with or without jump seats in the rear), sedans (two or four doors, but with full back seat), town cars and limousines for the chauffeur-driven elite (passenger

compartments separated from driver by full glass partition), and roadsters (no back seat, except possible “rumble seat”) or phaetons for the “open air” crowd (old style “touring” bodies with four doors and spacious rear seat).

These different body types appealed to folks now driving longer distances, often between cities. Both comfort and reliability became the most common marketing pitches for all auto-makers. In the U.S., General Motors, Chrysler Corporation, Nash, Hudson,

Studebaker and Packard all laid claim to significant portions of the market in the ‘20s and ‘30s. (Ford, the originator of the market, was overtaken in market share by both GM and Chrysler by the time World War II began).

Closed bodies (coupes and sedans) dominated the market from the onset of the Great Depression in 1930. Comfort and quiet, along with new features like radios, heaters, and window cranks made the passenger cabin a much more parlor-like experience, even in the popular-price segment where Chevrolet and Plymouth became the new market leaders.

Styling of auto bodies underwent some drastic changes in the 1930s. It was not just the enclosed quiet of the cabin that characterized cars of that decade, but major marketing initiatives around

“streamlining” and appearance of speed (if not reality) pitched by all manufacturers as a desirable look of the future. As always, the future was more appealing to younger buyers. And, younger buyers were coming in greater numbers as we approached entry into World War II. The most extreme futuristic streamlining, like Chrysler’s “Airflow” design of 1934, seemed avant-garde by the standards of the time.

Through the decade, running boards gradually disappeared from all cars, pontoon fenders with fared-in headlights became the norm, smooth curves replaced boxy shapes in all body styles. Horsepower ratings also began to be advertised during the 1930s and became a major marketing strategy after the war.

Tasteful, curvy streamlining and pontoon fenders began to fade post-war, as a brash new generation of designers took over in Detroit. GM’s Harley Earl (the dean of that earlier generation of stylists) retired, and people like

Raymond Loewy (Studebaker fame) took his place.

While a spacious, comfortable cabins continued to be important to the post-war auto buyer, new demands from the growing popularity of family vacations by car took on more importance. Trunks had to accommodate ever more luggage – not to mention golf clubs! This, in turn, caused another aesthetic shift in the appearance of auto bodies. Long hoods (to accommodate powerful V8 engines) were supplemented by long trunks. Cars got very large. The cabin area, now diminished as a percentage of the overall length, was made to seem bigger by much more glass. Wrap-around windshields and rear windows. The literal disappearance of side window frames (when

lowered) made the “hardtop” body style (two or four door) the most popular configuration in the ‘50s and ‘60s.

Perhaps unsurprisingly, there was a reaction to the apparent excess of the huge cars, powerful engines, and lots of chrome. Beginning even before the war, a niche market for imported small cars (usually from Britain, like Austin, Morris, MG) started to develop, especially in coastal cities. By the early ‘50s, this market had grown enough that many British automakers were equipping their export

vehicles with left-hand drive, aimed specifically at the U.S. and Canadian markets.

While the price of gasoline was never a constraint in the U.S., as it was for the native designers in Europe (not to mention their narrower urban streetscapes), the general cultural reaction against bigness and flashiness grew to such an extent that Detroit had to respond. But, since product development cycles in the auto industry are attenuated over several years, the new Detroit “compacts” didn’t arrive until 1960. By that time, Volkswagen Beetles had become a common sight in most of America. Rambler led the way somewhat earlier and could show a growing market share in the mid-to-late ‘50s as proof.

Keeping up with changing tastes of a young, more suburban, market in the fifties and sixties led to some important trends. Two body types that grew into an impressive social mainstay were convertibles and station wagons. Both body styles imbued a certain social status to their owners – convertibles implied youth, daring,

and enough affluence to have one car (of two) dedicated more to fun than practicality. Wagons frequently had three rows of seating,
for growing numbers of kids, not necessarily your own, but the neighbors’! For a while, it was thought that kids enjoyed facing the rear window in that third-row seat, although some safety concerns were later raised about that configuration. Even without the third row, wagons were great cargo carriers -- virtual car-truck hybrids! They were great for suburban shopping and family vacations, able to accommodate long things, like surfboards or plywood paneling for the basement.

Automobile marketing became more mysterious, at least in the eyes of this observer, in the 1970s.  Convertibles began to disappear – supposedly killed off by the insurance industry. And, while big cars with big engines continued to dominate Detroit, small imports retained a large following. What is strange, both for the domestic bodies and imported offerings, is the popularity of two-door models. For some reason, and I’ve been unable to find a psychological study explaining it, two-door bodies

across all segments of the market, outsold four-door bodies. Why? What possible advantage would buyers of that era see in having only two doors? Ingress and egress to the rear seat was harder. But even large cars with much rear seat leg and hip room, seemed to have popular two-door variants. Many of the two-door cars had tiny rear quarter windows, giving rear seat passengers privacy, perhaps, but decreasing visibility for driver. It seemed a perverse design trend, and it continued into the 1980s.

The coming of the BMW (and others, both foreign and domestic) four-door sport sedans in the ‘90s effectively killed that mystery market for two-door cars. There was no longer any connection

between “sportiness” and having only two doors.

Of course, throughout the history of the automobile, there have been many smaller niche markets: electric cars in the teens, sports cars from the 1920s on, drag racing wannabes in the muscle car era of the ‘60s and early ‘70s, and early 4x4s (Jeeps and pickups). Trucks moved from a rural niche market for private transportation into the mainstream with the coming of the smaller Japanese pickups in the 1980s.


The original Jeep was the first SUV. But Toyota, Nissan, then GM, Ford, and Chrysler all discovered

these truck-based wagons. The Chevy Suburban had been around since before the war but was relegated to one of those niche markets until suddenly, in the mid-70s, competition blossomed. Jeep Cherokees, Chevy Blazers, Ford Broncos, Toyota 4-Runners and Nissan Pathfinders all roared into the 1980s as the new best sellers.

 They were, indeed, trucks. They were all built on a pickup frame, with a body (two-door at first, later expanded to four doors) that
included a bouncy, but roomy, rear seat.

As trucks developed their own market segment, complete with luxo-cruisers, monster off-road vehicles, and compacts for urban living, it occurred to the intrepid auto designers that a true car-truck hybrid might fuse the enthusiasm of the SUV buyer with the family buyer who had previously settled for a matronly minivan. The “crossover” was thus born.

2018 Buick Enclave

2018 Honda CR-V

Crossovers emerged in a variety of form factors, from large three-row quasi-minivans (Buick Enclave, Toyota Highlander, Honda Pilot), to compact two-row versions (Toyota RAV-4, Honda CR-V, Subaru Forester), to sub-compact little cars (Fiat 500X, Honda HR-V, Ford EcoSport). Compact crossovers are now the hottest selling market segment of all, with larger and smaller versions close
behind.

2019 Ford EcoSport

It seems that a combination of a “high ride” (you look down on traffic) and the practicality of a large open cargo area (accommodates bulky items) are the main selling points. The main distinction between a crossover and an SUV is that the crossover always has a unitized body-frame, like other car bodies, but unlike the separate platform frame of truck-based SUVs. Hence, the ride is more car-like.

This is where we have come after more than 100 years of automotive market segmentation and design whims. Practicality combined with comfort and freedom have always ruled the marketplace. Of course, my unsupported impressions are subject to dispute. I’ve always been partial to the Harley Earl period at General Motors, myself!

Car Shopping, 2018

The Washington Auto Show

William Sundwick

My biggest challenge of the Washington Auto Show was meeting up with my wife. She beat me there by over twenty minutes – Metro from Capitol Hill was faster than traffic from Northern Virginia during afternoon rush hour. The Walter E. Washington Convention Center is spread over two buildings and nearly six square blocks. Most of its entrances were closed. How could I get in? Which building?

Frantic texts trying to describe our respective locations in the cavernous complex resulted only in both of us simultaneously finding helpful staff to guide us to where the other had said they were! Eventually, after clarifying who was to remain stationary, we met. The problem seemed to be that both our descriptions made it seem like we were in the same place (ticket sales), when we were really in two different buildings.

Why Did We Come?

What business did we have at the 2018 Washington Auto Show, anyway? We weren’t exactly desperate for a new car – although, after eleven years, our 2007 Toyota Highlander is starting to look like it needs replacement. But, these days, 85,000 miles is nothing. The real reason we claim to be shopping is nothing more than my fetish for new cars and fascination with the vagaries of automobile marketing. Can’t kick the habit, no matter how hard I try!

Of course, there were the exotics and special interest cars on display – up on the third level of the Convention Center – good for some “Wow” exclamations, and photo-ops. Bentleys and Rolls-Royces, Ferraris, Lamborghinis, and McLarens. 

We had been informed by posters at the entrance, however, that neither Cadillac nor Mercedes were exhibiting this year. They must have calculated there were no sales to be gained from participation. Slightly mysterious, since BMW, Porsche and Audi were clearly visible, and those exotics on the third floor were also sponsored by authorized dealers.

Shopping for more mundane transportation needs was our excuse for attending, though. We saved the fun and photo-ops until the end.

The Research

Performing due diligence through online research is my job. Reducing my range of choices based on practicality is my wife’s job. Due diligence took the form of a spreadsheet based upon my research. We knew which market segment interested us (midsize crossovers), to which we added the somewhat meaningless requirement that whatever the replacement for our Highlander would be, it must have at least the same level of features it has. I quickly discovered, however, that NO midsize crossover sold in 2018 is as spartan as our 2007 Highlander! And, prices have risen accordingly. (One feature noticeably lacking from all 2018 contenders, however: a cassette tape player in the audio system. I don’t even think they have CD players, anymore. My ’07 Highlander’s JBL has both).

I read and summarized reviews of various models for my spreadsheet, and collected data on cargo volume, curb weight, fuel economy, horsepower/torque ratings of engines, 0-60 mph acceleration times, and price ranges based on each make’s “Build and Price” web page. My wife dutifully went over all the data in my spreadsheet. Her job was to pass judgement based on the numbers: “That costs too much! That’s horrible gas mileage! Why do we need a V6? I don’t want to drive anything that big – forget the three-row seating vehicles!” She knew her role well.

The dynamics became clear. When we started seeing and sitting in the various contenders at the Show, we both knew we would leave with a much smaller list -- if we wait until next year, there will be more choices.

The midsize crossover segment of the market is very large these days – and very hot in sales. My spreadsheet, in its final form before the show, contained 22 different vehicles. But, after spending more than four hours at the show, and discussing what we learned, our list now contains eight vehicles – all with only two rows of seating. No hybrids on it, yet fuel economy will be the same or better than our 2007 Hybrid Highlander – efficiency of all engines has increased that much in the last eleven years (mostly because of advanced turbocharged fours). Cargo volume may be slightly less than our Highlander’s, especially in the five “compact” crossovers on our revised list, but all have roomy and comfortable passenger cabins.

The Finalists and the Market

Here are the eight finalists: five smaller – Chevy Equinox, Ford Escape, Honda CR-V, Subaru Forester, and VW Golf AllTrack. And, three bigger – Ford Edge, Nissan Murano, and Subaru Outback. Near-luxury two-row contenders from Acura and Volvo were eliminated due to “costs too much” criteria, and all three-row crossovers from my original list were eliminated due to some combination of size, price, and fuel economy factors. The GMC Terrain was eliminated because of the brand’s marketing image – it’s a TRUCK brand!

Three different engine configurations exist among the eight finalists: five of them have those little turbo 4s, the two Subarus have their characteristic “boxer” (horizontally opposed) engines, and the Nissan Murano still uses a V6 (it is the most economical of all V6s – EPA rates it at 21/28 mpg).

All contenders have many “active safety” features (using external sensors and actions), like collision avoidance, lane change warning, backup cameras -- unknown eleven years ago except in the most expensive luxury models. And, all eight finalists feature higher quality interior design than our Highlander – mostly leather, heated seats, center-mounted touchscreen for infotainment and climate control. All except Forester offer Apple CarPlay, enabling access to all the apps on our paired iPhones via the infotainment system.

I never assume that the car-buying consumer always makes the right decisions, and my wife is not even aware of market share for the 22 vehicles on my original list. Yet, we seem to have come down to primarily the dominant players in the market. Two exceptions are that at least one of us (me) was really impressed by the Golf AllTrack wagon, despite its relatively modest profile in the U.S. market. And, the Toyota line for 2018 – both Highlander and RAV4 – were nixed by one or both of us, the former due to size (much bigger than our 2007), the latter because of inferior “fit and finish” compared with its main competitors (looks cheaper, less classy). Toyota may well remedy the RAV4 problem next year with a new generation due in 2019. But all our finalists, except that VW, are strong contenders in the most competitive market segment existing today. Could it be consumers really are intelligent beings? Or, is it that we have now sunk to the level of average auto-buying consumer?

Our next step will probably be arranging test drives at dealers. But, there is no current schedule allocating time for that adventure. We may delay until the 2019 model year, with its new choices, before taking such action. But, the Auto Show was fun – first time we’ve indulged the annual extravaganza since 2011. We practically closed the place down shortly before 10:00 on a Friday night!

Appendix

Crossover Shopping, 2018 – The Eight Finalists (Alphabetically), photo of spreadsheet

Exploring the Sundwick Automotive Photo Library: Part III – Imports in the Heart of the Auto Industry, Detroit-Flint, 1953-63

William Sundwick

Beginning in the 1950s, before Detroit discovered “compacts,” there were dealer franchises in the heart of the auto industry, from Detroit to Flint, that sought to fill a growing demand for small, economical cars. They sold various low-priced models from Great Britain, France, Germany, Italy, Sweden, and even Czechoslovakia. In the 1940s there had been attempts by U.S. automakers to market smaller cars, but the only successful model was the Rambler from American Motors, first introduced in 1950 (still Nash at that time).

There, in the “belly of the beast,” a rebellious sense captured some local consumers who were skeptical of the long-term viability of their communities’ dependence on the dominant American auto manufacturers. In Flint, it was GM. These consumers were non-conformists. Yes, they wanted sensible, economical transportation, but they also just wanted to be different from their neighbors!

In my family, the first to express his non-conformity this way was my Uncle Carl. He taught music in the Detroit public schools, and was the conductor of a large high school orchestra. One of my earliest “car memories” was of his peculiar little Renault 4 CV, which he owned about the time we moved north from Dearborn to Flint. The 4 CV was well-known in France at the time, but I certainly had never seen one here, in eastern Michigan.

Its engineering was based on the rear-engine platform which was becoming popular in Europe for many small cars. But, unlike the VW beetle, it used a tiny (550 cc, or “4 CheVaux” by French measures) cast iron in-line four – not the horizontally opposed aluminum engine used in VWs and Porsches. And, also unlike VW, it had four doors! My uncle’s 4 CV was black, but when I studied in France during my junior year abroad in 1967-68, I discovered they were made in other colors, too. 

After moving to Flint, I discovered that, even in that smaller city –in effect, a General Motors “company town” – there were a few people that owned low-priced imported cars. I saw Austins and Morrises,  and those popular-priced sports cars: MG and Triumph. Austin-Healeys had a bit more muscle, didn’t see too many in Flint. Nobody would spend the money for a Jaguar XK-120.  

Imported did seem to mean English in those days – perhaps due to the regional influence of the Detroit BMC (British Motor Corporation) franchise, Falvey Motors.

When the Renault Dauphine replaced the 4 CV in the late ‘50s, they became popular as well (there was even a Renault dealer on the outskirts of Flint).

Volkswagen was in the mix, but hardly dominant among the various European choices.

In my Flint neighborhood, soon after moving there, I discovered an insurance salesman on the next street who drove a beautiful Jaguar Mk. VII sedan (selling for $5-6K, even in the fifties), and a strange family of central European origin who bought a Czech Skoda! (Where? I don’t know … were they Communists? Don’t know that, either).

Then, another uncle in Detroit (Uncle Bob) was bitten by the import fever. He was an independent CPA, apparently feeling no allegiance in his vehicle choice to Detroit automakers (well, he did have a second car, a Ford Country Squire, as I remember) … first he 

bought a spiffy Triumph TR-3 roadster, then a tiny Fiat 600, later a

 

slightly larger Fiat 1100 wagon. He also passed along the old issues of his Road & Track subscription to me, after he finished them.

One thing that sets these 1950s imports apart from the Japanese invasion of later decades is that they were not demonstrably higher quality than contemporary American cars. In fact, buyers were generally willing to settle for lower quality as a fair trade-off for their considerably lower retail price. Most were notoriously unreliable – and, parts may have been costlier than those from domestic manufacturers. 

Here is where Rambler excelled, after establishing itself nationwide in the mid-fifties. It had comparable reliability to other American makes, yet still offered that appealing smaller size and greater fuel economy, for a price slightly lower than market leading Chevrolets, Fords, and Plymouths. In the aggregate, Rambler and these imports motivated new “compact” designs from Detroit’s Big Three by 1960 (Chevrolet Corvair, Ford Falcon, and Plymouth Valiant).

General Motors, prior to the introduction of the Corvair, had tested the waters domestically by selling German Opels through Buick dealers across the U.S. Ford had been trying to do this with English Fords, selectively in certain markets (including Detroit) throughout the fifties. 

Chrysler briefly partnered with Rootes Group in Britain (Hillman, Sunbeam) and Simca in France, but somewhat later, and with little impact where I lived.

By the early sixties, the British imports (except for those great popular sports cars) and smaller Germans (save VW) were fading

from the scene, until something revolutionary entered the American market in the early sixties, again putting Britain briefly in the center of attention. This was the original BMC Mini, designed by Alec Issigonis, and first reaching our shores in 1962.

Renault and Fiat kept a following through the sixties, but Borgward, Goliath, DKW, and that weird Czech import, Skoda, all disappeared. Swedish Saabs and Volvos made their first big U.S. push in the late ‘50s, too. And, Alfa Romeo competed directly with the Brits -- giving their signature low-priced sports car platform an Italian accent (low-priced compared to Jags, Porsches, or Mercedes SLs, at least).

As the sixties wore on, interest in most of the European brands continued to decline, with Volkswagen and sports cars the exceptions. The Japanese, first arriving on the West Coast only in the late ’50s (Datsun and Toyota), and East Coast in the mid-60s, would remake the landscape for the domestic auto industry in the following decades. Detroit ultimately would become a shadow of its former self.