The following is an article from Uncle John's Endlessly Engrossing Bathroom Reader.
(Image credit: Frode Inge Helland)
One measure of the desirability of a sports car is whether or not it has teenagers drooling over it before they’re even old enough to drive. Here’s the story of one of the most drool-worthy cars in auto history. (See how long it takes you to guess which car we’re talking about.)
THINKING SMALL
In the early 1950s, Harley Earl, the legendary head of General Motors’ Styling department, began to notice an uptick in interest in small, imported sports cars. The soldiers who fought in World War II had taken a liking to the Fiats, Triumphs, Jaguars, Morgans, and other convertible roadsters they had seen in Europe, and they’d been buying modest numbers of them from import auto dealers ever since. When Earl went to auto races, he was struck by the affection that drivers had for their little sports cars, and now even his own employees were beginning to drive them to work.
Earl had devoted his entire working life to making GM’s cars ever longer, wider, lower, more powerful, more streamlined, and more fanciful, as his automobile designs drew inspiration from everything from locomotives to bombers to rocket ships. He’d worked on plenty of cars that might be considered sporty, but he’d never really designed a sports car, at least not one that had found its way into dealer showrooms. Sports cars may have looked pretty and been fun to drive, but they didn’t sell very well. Of the more than 4.6 million vehicles sold in the U.S. in 1952, barely 11,000 of them were sports cars. That’s less than ¼ of one percent.
(Image credit: John Chapman)
BUY AMERICAN
It had been years since any of the major American auto companies bothered to make any kind of a two-seater, let alone a sports car, and this was undoubtedly one of the things that crossed Earl’s mind. How can consumers be expected to buy many roadsters if there aren’t any on the market? Remember, the auto industry was a lot different in the 1950s: Together, GM’s five automobile divisions (Chevrolet, Pontiac, Oldsmobile, Buick, and Cadillac) manufactured roughly half of all the automobiles sold in the United States each year. Ford, Chrysler, and a handful of other small U.S. companies sold nearly all the rest. Few Americans had ever owned a foreign-made car or would have considered making such a purchase—the image and perceived superiority of the American automakers was that dominant in those days. But with no domestic sports cars available, customers who wanted to buy one had to get it from a foreign automaker or go without.
Earl didn’t know if sports cars would ever be a major segment of the U.S. auto industry, but he did understand that they had a great deal of appeal with young people. GM was a big company and made big profits year after year. Why not spend a tiny fraction of that money on an American sports car that would appeal to the kids who bought MGs and Triumphs? Once they were in the GM fold, Earl figured, when the time came for them to trade up to a four-seater, they’d be much more likely to buy it from GM.