In August 1968, with gas prices hovering around $1.80 a gallon (in inflation-adjusted 2004 dollars), a Minneapolis Tribune editorial (below) heralded plans by American automakers to take on the small imports. Eight months later, Ford introduced the Maverick to meet demand for smaller, more economical automobiles under $2,000, touting it as “tomorrow’s car at yesterday’s prices.”

Rebirth of the Midget American Car

IN THE VIEW of U.S. manufacturers, it isn’t that American-made cars are too big, it’s just that too many Americans are buying those pint-sized foreign cars. One of every 10 cars bought in the United States is a European or Japanese import.

Detroit is in the process of doing something about the situation, the same thing, in fact, that it did nine years ago when Americans started buying Volkswagens, Renaults and other mini-cars at an alarming rate. Then, after long and reluctant deliberation, Ford, General Motors, Chrysler and American Motors went into small-car production. But even while turning out little cars, Detroit was sure it was all a mistake — that America, being a big country of vast distances, needed big cars.

The year after birth, the midgets started to grow. Wheel bases got longer, more weight was added, along with more chrome and more class. And although small foreign cars remained, the original U.S. midget went into limbo.

The 1970 Maverick: Ford touted its “unitized body construction,” stable ride, fuel economy and smart styling (doh!). The base price was $1995; you could add whitewall tires for $32.

Inflation has brought a swing back, made price and economy of operation the factors they were in ‘59. Public demand for cars selling under $2,000 has boomed the sale of imports.

So, the small American car will be back. Ford is scheduled to have its midget in the showrooms in eight months and other manufacturers are following suit. If history teaches a lesson, perhaps this time the small U.S. cars will stay a little longer.

This entry was posted on Monday, August 29th, 2005 at 5:40 pm and is filed under Gadgets, Main, Muscle. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.