The 1937 Buick Roadmaster Convertible Sedan Exemplifies Buick’s Grand Legacy Ford market researchers, in the mid-1950s, sampled new car buyers in Peoria, Illinois, and San Bernardino, California, in an attempt to identify the image their cars and those of their competitors projected to those buyers. Beverly Rae Kimes reported on their results in Automobile Quarterly: “While the Ford’s image was that of ‘rugged masculinity,’ the Plymouth’s of ‘plain respectability,’ the Oldsmobile’s of ‘smart dashing flair,’ the Mercury’s ‘showy flash,’ the…
— Access to the full article is limited to online subscribers only. Your subscription helps our team cover the best of the classic and vintage car world. A memberships lets you enjoy unlimited digital access to all our premium content —
