Oklahoma City Times (Oklahoma City, Okla.), Vol. 71, No. 180, Ed. 3 Tuesday, September 6, 1960 Page: 4 of 4
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William B. LeVern, 31, of
r
5201 NW 47. who died Mon-
The committee does not
pike connections, but as im-
By Hugh Hall
plane crashed and burned
turnpike connections was hit
his wife, son, 57, of' 826 NW 90, who
Surviving are
»
Evelyn, of the home;
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kt
became total at 4:38 a.in.
Rambler Policy Statement Made At Press Preview...
What Next In The Great
Compact Car Revolution?
VITA
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VISCAL Ytar mums
OKLAHOMA'S LARGEST
| handle, easier to
More competil
Defining the Compact Car
PEnn
STORES
OPEN
TONIGHT
enumau
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4 TIMES AS MANY RAMBLERS
BOUGHT IN JUST 3 YEARS
risen Funeral Home for John
Thomson, 48. of Quitaque,
The committee, headed by ators "masters of patronage
Sen. Joe Bailey Cobb of Tish- employment.” Cannon wrote
Jean and two sons, Larry
and Jerry, all of the home;
a sister, Mrs. Marge Robin-
son, Ellinwood, Kan., and a
SHOrPIN6 CENTER
46 Stores Is Sene You
durable.
Owners have
ECHO? WHO’S ECHO? Doubtless miffed at the attention
lavished on a man-made upstart, the moon hauled off
this week and showed what an old pro can do. Times
photographer Cliff King recorded the majestic sight for
holiday snoozers who missed it early Monday. Eclipse
started low in the western sky at 3:36 a.m. Monday and
new influence. The accent has shifted
from frills to function and beneficial
in a field north of the com-
munity of Humphreys.
LeVern, operator of the
Hobart Municipal Airport,
anew Tuesday and the pro-
posed Henryetta - McAles-
ter toll road was attacked
as "piecemeal.”
In the headlong rush to capitalize on
the compact trend, the word compact
has been stretched to the point of
confusion as to just what a compact
car is.
One of the most dramatic results was
gasoline economy, which led to high
identification between the designation
“compact" and economy. This tends to
limit the concept—it is much broader
than that, and includes performance
as well as economy.
Originally, the inquiry of American
Our objectives are:
1. Reduction of depreciation and
the imperfection that result from
capricious change.
2. Lengthening trouble-free opera-
tion through building greater life
and durability into the car itself.
3. Improving the car's function as
a means of transportation.
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35
American Motors
Styling Philosophy
Our attitude toward styling is that
beauty is a basic ingredient of product
value and is fundamentally related to
the purpose of the product.
Our competitors made appearance
change for change’s sake the primary
means of new model identification.
Such forced obsolescence worked the
greatest depreciation of the car own-
er’s investment, and became one of the
most expensive factors in manufac-
turing cost and product quality.
RAMBLER OFFERS 3 DISTINCT
SIZES OF COMPACT CARS
Widest Choice of Models
— RAMBLER AMERICAW-the
" p
a
9
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Now you can join Class No. 144 in the
DALE CARNEGIE COURSE
Motors founder, George Mason, into
automobile concepts led him first to a
study of basic transportation. He said,
“Let’s not try to miniaturize or shrink
the present car, but let’s start with
the essence of the automobile and work
up from there. Let’s build on what is
basic.”
He thought of basic in two ways: on
the one hand, the physical minimums,
and on the other, the psychological
minimums. In the former, you face such
facts as the minimum distance between
wheel housings that permit full comfort
for each passenger, as well as adequate
luggage and engine space. After the
first studies, the conclusion was that
you could not go much below 100 inches
in wheelbase and still have the space
desired by Americans for five or six
passengers, and that you need not go
above 117 inches.
Castaic, Calif., and three
grandchildren.
JOHN THOMSON
Services will be at 10:30
a.m. Wednesday in the Gar-
We never expect to fully achieve
these objectives. Every basic advance
in scientific knowledge and techno-
logical method enhances the possi-
bilities of surpassing previous levels of
accomplishment.
The pattern of annual automobile
models is built into the economy in
many ways—as in the case of registra-
tion requirements.
As a result of registration we are not
in a position to give up annal models.
We intend to follow a policy of styling
stability and continuity. We are going
a died Monday in Mercy Hos-
Texas, who died in Quitaque.
Burial will be in Rose Hill
Cemetery.
OTTO JOHNSON
Ngg ,
OKLAHOMA CITY TIMES Tuesday, Sept. 6, 1960 13
Pilot’s Rites Pending .1
।
to take two related approaches and let
buyer response lead us.
In the case of the successful Rambler
American, we will offer styling sta-
bility. We will not change the appear-
ance of these models annually. Our
changes in this car will be governed
essentially by two factors: (1) changes
that achieve functional or durability
improvement, and (2) basic appear-
ance changes that prevent outdating
as the result of long-range and funda-
mental trends in customer taste.
This will protect the owner’s invest-
ment in the product.
In the case of the Rambler 6 and
V-8 (108-inch wheelbase models), we
will follow a modified program of
styling continuity, staying close to the
mainstream of appearance popularity
but without abrupt or whimsical
change from year to year.
In the case of the Ambassador, we
will also follow the course of modified
styling continuity, but with increasing
appearance differentiation between it
and the other Ramblers, to enlarge
the margin of choice.
GEORGE ROMNEY
President of American Motors Corporation
omingo, was burning with
the refusa of three men—
one still a state official—to
appear before It Tuesday.
Sen. Ray Fine of Gore,
committee member, asked
Collins to comment on the
reason Joe Cannon, former
legal aide to the governor,
for not attending. Cannon
said the committee is not a
’TIL 9 PM
and tail-pipe and other contributions
to basic excellence.
The new car designs are saving
materials and resources and relieving
problems related to the car. Traffic
engineers, road builders, and others can
• devote more time to catching up with
basic traffic needs and less time trying
to keep up with growth in car size and
power. Greater usefulness to the user
will result in long-range stimulation of
the total automobile market, encourage
increased multiple car ownership, more
personal car usage.
Beyond all this there is a factor of
basic importance.
The excesses of the automobile in-
dustry. perhaps the world’s leading
example of the working of a free
economy, seriously weakened confi-
dence in our system, not only in the eyes
of our own people but in the eyes of a
world torn between conflicting ideas.
The most important and most con-
spicuous product of our economy grew
in almost unbelievable waste and osten-
tation, at a time when intensely serious
unmet problems were being discussed
with deep and widespread concern. How
could this help but cast doubt on the
validity of our approach?
I wonder how many Americans,
driving to work in a tail-finned dinosaur,
felt a wave of embarrassment, listening
to the car radio news of the defeat of a
school bond issue?
The conspicuous car was a symbol,
a symptom, an advertisement of our
excesses—of our self-indulgence when
good judgment and even some sacrifices
were the crying need.
The compact car has helped alleviate
this.
As a nation, we are by no means back
on the right track. We are still taking
some wrong roads that could spell
disaster for the hopes of a free world.
But the car industry has made a start.
It provides some encouragement that
the turnaround toward greater func-
tionalism and durability in our major
consumer product means that the
national psychology is bending toward
reason and realism.
posed 40-mile Henryetta-Mc-
Alester turnpike, saying:
“I don’t believe the legis-
lature ever contemplated
building a toll road from
Henryetta to McAlester . . .
for the legislature has seen
turnpikes built not on a piece-
meal fashion ... I believe
the legislature intended it
should be built from Tulsa
to the Texas line.”
Lee B. Washbourne, state
highway director, recently
told the committee plans
were to let some of the con-
necting road contracts this
year, not primarily as turn-
brother, Victor,
= Economy Compact Car. 178.3-
♦ Sn%,T9pmupt, topomonomy
“ 90 of 12 Hr SIX. Room Tor I
state hold up spending of
some $13 millions on access
and connection road with
proposed Eastern and South-
western turnpikes.
He said the committee
ought to study the effect us-
ing state funds on turnpike
access roads would have on
the rest of the state’s high-
way program.
Hits Toll Link legal entity.
Then he tore into the pro-
t nj 15830, 2 142 1620003..... J "
Use of Road Fund
ars that are easier to
nark.
titqn and greater cus-
tomer choke have given the buyer a
ducah, Ky.. came to Okla-
homa City in 1907. He was
a retired employe of Tinker
can, and a sister, Mrs. Zeta
Mae Meyer, Los Angeles.
Calif.
MALCOLM L. MILLER
Malcolm L. Miller, 54.
receiving roads," he said.
u. ena hm was aware .k, would be there, then fired
ing roads to be built out of to have the senators dropin
turnpike bond issue money, at his office if they wished:
not with state funds. Wants Power
Committee Boils Jones tagged the five sen-
ing around Hobart in recent
weeks. .
He was a veteran 6f the
Korean War and a member
of the Roman Catholic
The double blow was
struck by Sen. Everett Col-
lins of Sapulpa. Collins will
become president pro tem-
pore of the state senate
when the legislature con-
venes January 3.
. Stood up by three men it
sought to call in for ques-
tioning, a special senate
; highway study committee
asked Collins to appear in
the capitol.
Study Effect
Collins referred to the
committee’s demand the
Industry Outlook
The compacts are going to continue
their assumption of dominance in the
market. Before 1961 is out, compacts
will be taking half of total new car sales
and by the end of 1963, compacts will be
taking two out of every three sales.
it is just a question of time before
compact cars take over industry lead-
ership. At an early date the top
volume makes will be compact cars.
Our plan of action is to sustain our
leadership in modem engineering, to
throw the heaviest possible emphasis on
functional balance and basic improve-
ment—and dedicate ourselves whole-
heartedly to building even greater
service-free life in our product. Our
purpose is to keep Rambler the symbol
of basic, balanced excellence.
daughter, Mrs. Nova Joypital. Burial will be in Rose
stationed Raymond, Carney; a broth-1 Hill Cemetery.
costs and increased car usage—“com-
pact” was understandable.
However, "basic” and “balance” go
beyond mere size. Compact means
“a balanced combination of bask
automobile values.” This includes
those proportions of passenger and
utility space, riding comfort, handling
ease, performance, economy, depend-
ability, durability, attractiveness and
safety that produce the optimum
product value.
This balance can now be achieved in
cars ranging between 170 inches and 200
inches in length. Today, in a car de-
signed for general-purpose family use,
it is impractical to go below 170 inches
because passenger comfort, trunk, and
engine space drop below reasonable
standards. Above 200 inches you begin
to suffer serious losses in economy or
performance and handling ease.
This is why we define compact as “a
balanced combination of basic auto-
mobile values.”
is against any communities appear:. . c,
Pednck wrote Cobb he
Learn bow to
• Think OO your foot • Repember Names
• Goto more self-confidence • Develop hidden abilities
• Soil yourself and your ideas • Win that better job
For information telephone CEntral 6-3586 or write
Blackwood Leadership Training
1015 North Walker, Oklahoma City, Okla.
he had been told “your pur-
pose Is entirely destructive
and that you seek only to
conduct a political 3-ring cir-
cus.”
Unless the legislature were
in session or it were an of-
ficial legislative council com-
mittee given such power, the
Cobb committee cannot ii-
We are now down this highway
ahead of the pack, and we’re com-
mitted to every effort to stay there.
To such advantages as the attitude
and craftsmanship of our employees, the
compact concept, Single-Unit construc-
tion, the anti-corrosion body-dip, we
are adding the Ceramic-Armored muffler
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in Hillcrest Hospital. Serv-
ices are pending in Vondel
Smith Funeral Home.
A native of Kansas, Miller
came to Oklahoma as
nator Attacks
was flying a Super Cub and
had been doing aerial spray- Welston, died Monday night
he said had been "informa- mittee unanimously ap-
tion in newspapers that this proved by a caucus of the
committee is attempting to' Democratic members of the
disrupt the building of tolL senate July 27.”
roads or access roads in the The committee also had
state." ; called on Mike Pedrick, state
Cites Law affairs board vice chairman,
"There isn’t any member and Robert P. Jones, fired
of the senate I know of who highway personnel chief, to
Church. a small boy. He was a farm-! Services will be at 2 p.m.
Survivors include his wife, er and a member of the Thursday in Sherman Fu-
Christian church. neral Home for Otto John-
Services are pending in Air Force Base and a mem-er, Robert J., Carney; two
Guardian Funeral Home for ber of the American Legion, sisters. Mrs. John Sheeler
He is survived by his wife, and Mrs. Ruby C.abbit,
Fairris, of the home; a and his parents,.Mr.an,
day when his crop-dusting brother, Wiliam J., Dun-Mrs. James H. Miller, al
It was also essential to consider the
psychological basics in the owner’s mind.
Every way this was looked at suggested
balance. The automobile was still riding
high as a status symbol but there were
early signs of change.
People didn’t want a “cheap” car,
but they wanted economy.
People didn’t want excess horsepower,
but they wanted reasonable performance.
They didn’t want austerity, but were
fed up with glitter.
They didn’t want cramped quarters,
but they wanted a car that would fit
garages and parking spaces.
A hard practical sense was obviously
growing.
“Basic” and “balance” became
key terms in developing the compact
concept They remain so, in our view,
today. -
In our first application of “compact,”
we identified the new concept in the
most obvious manner—and that was
in its size. We had in mind the dictionary
definition “arranged so as to economize
space.”
With the ballooning of the standard
U. S. car, in the face of traffic conges- *
tion, parking problems, maintenance
Te, of state funds for provements on existing high- have subpena power,” Col-
.Ssi wn. hit ways. ' lin* said, "but the commit-
wnn Collins then denied what tee is a duly authorized com-
THE TIMES CONGRATULATES:
These proud parents
' "rmen L. Reisman,
“M-.SMnd”kf3. °Uhn Hurst, 1700 NW 2,
» bov.
Barg at Baptist I
Mr. 3n Mra. Bob Ruppert, fill NW
"wP. an Mrs. George Bogle, 4J4I NW
14, • »lrl.
Mr. d Mrs. Darrel Wvatt, 1725 N
-M“and"Mh"oBiBrvant, MM sw a.
" £« W Laxs
' Mr and Mrs. Ross North. Edmond,
Born af Deaconess:
Mr. and Mrs. Robert E. Davis, 3240
NW 16, « blrl.
Mr. ana Mr Gene Shetiey, SW Shan-
non Or., a tlrt.
Born at Morey:
Mr. end Mro. Waner T. Jones, 901
NW 30, a bov.
Mr. and Mr,. Arnold Bradlev, 1333 NW
N. a iM,
Mr. and Mrs, Joa Ellyson, 3474 NW
25, a Birl.
Mr. and Mrs. Vern Lovelov, 1907 SW
14, a bov.
Mr. and Mn. Rav Mahon, 1009 N
MAtp"b"Mtee Jerry Bailey. 501 NW
Mr. *and Mri. Jerry Pearce, 1401 NW
44. » bov.
Mr. and Mrt. Charles Langston, 426Va
SM. n°Xira. Mauric. Gebur. 1411 SW
36 a bov.
Sara at Polvclinie:
Mr. and Mn. James Llovd Young, KO
S6mBa I* welieyt
Mr and Mrs. William Coonrod. S809
s Francis, a bov.
. Mr.^ and Mn. Jack L. Clerk. 1011
Wesichesiere A boy.
Boro at St. Anthonv:
, Mr. and Mrs. G. J. French. 101 NW
Jr* end mn. Edward Burns, 1001 NW
Tq^ami Mra James R. Elwell, 1114
"M. «xl Mrs. Aram Hinton. MIS NW
1 Mr. Md Mrs. Monroe Moody, 1541 NW
1, a bov.
Mr. and Mn. James Williams, 1017
N Utah, a bar.
Mr. and Mrs. John Bettes. 101 S Linn,
At., and Mn. William Green, 111 NW
Mr. and Mrs. Jesse Komo, lot NE 2,
* A^and Mn. Robert Camobell, 1000
, iand Mrs. Rail RkH. 1410 N Ellison,
* Mr? and Mr, Charles Blankenship, 2123
Pearson Dr., a bov.
Bern al Universitv:
Mr. and Mrs. Prentice Haye,. 4225 NE
17. a girl.
Mr. and Mrs. Vance Nallon, Pauls Val-
iev. a girL.
Mr. and Mn. Cliffton While. 2*15 NE
2. a bov.
Mr and Mrs. Jame, Goudean, 129%
NE Park, a boy.
Mr and Mn. Robert Walker, 70S N
Wisconsin, a bov.
Born at Herman:
Mr; and Mn. Robert Kaye, Norman.
Mr. and Mra. John McElhaney. Nor-
man. a bov.
family of six.
r RAMDLERCGVG-theAIl-
— Round Compact Car. UES' tone.
j 127 or IM HF Sli, 200 or 215 HF
T VI Room hr six 6-footerL
y in | AMMASSADQR »I b UMMH
. -di ^1 t lit------- -Mio only Compact Isury Car.
Ea--------m 198,5 lone 250 or 270 HP. Hig
5g- performance-compact die.
change—quality, functionalism and
4A1 A 2 E durability will be the watchwords of
V V U Fl £ the industry in the 1960’s.
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X % / ft
bila
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with the U. S. Marines in
Hawaii.
IRA NEAL BUCHANAN
Services will be at 2 p.m. I
Wednesday in Vondel Smith
Funeral Home for Ira Neal'
Buchanan, 66, of 1616 SW
35, who died Monday night
in his home. Burial will be
in Sunny Lane Cemetery.
Buchanan, born in Pa-
Rambler-THE NEW WORLD STANDARD OF BASIC EXCELLENCE
" ‘ i
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1957 1958 1959 1960
(Esr
104,530 156,832 351,317 435,000
X subpenns.forcing witnes- ' Buy. Sell or Trade Through Wool Ms CE 5-6722
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MUKWONAGO, Wisconsin - August
17, 1960—Many of the people I talk
to do not gather the full significance
of the com pact car revolution, even our
shrewd and esteemed com petitors.They
claim their compacts were brought out
in response to the imports—even
though their imitation was of Rambler
—not of any foreign make. Their ad-
ditional 1961 Rambler-type entries will
completely disprove their assertions.
The compact revolution runs deep
— in product and merchandising, in
benefit to customers and the economy,
and, perhaps most important, in our
national psychology.
The compact revolution has provided
better and more useful products-brought
billions in savings to the consumer. The
horsepower race ceased, economy was
stressed in engines and axles, growth in
car size was arrested.
Rambler's pioneering of Single-Unit
or unitized construction has been widely
followed, because this is the modem way
to build cars—stronger, safer, more
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Gaylord, E. K. Oklahoma City Times (Oklahoma City, Okla.), Vol. 71, No. 180, Ed. 3 Tuesday, September 6, 1960, newspaper, September 6, 1960; Oklahoma City, Oklahoma. (https://gateway.okhistory.org/ark:/67531/metadc2004236/m1/4/: accessed May 31, 2024), The Gateway to Oklahoma History, https://gateway.okhistory.org; crediting Oklahoma Historical Society.