The term “compact cars” usually refers to the American family of cars that came on the market around 1960 and were 10 to 20% smaller and lighter than what was usual until then. It is also forgotten that compact cars were already built in America a decade earlier by a few smaller manufacturers. At the time, however, the major American car manufacturers were still convinced that the American public preferred large, comfortable, chrome-laden models with automatic transmission and tail fins. Gasoline was dirt cheap, so consumption figures were of only importance.
By: Ronald Ackema
The Suez crisis of the end of '56 and the subsequent sharp recession, however, led to the American public becoming more interested in more fuel-efficient models such as the Rambler and import models, in particular the VW Beetle.
To respond to this shifting demand, they began to import models from European subsidiaries: GM and Ford from their English daughters and Chrysler the French Simcas. However, these had a very different character than the American public was used to, and did not really catch on. Reason for Ford, GM and Chrysler to start developing '57 smaller models that were tailored to American taste: above all, focused on comfort and convenience. The result was that they came on the market at almost the same time as' 60 models. With their length of approximately 4,60 and 4,70m - slightly longer than a contemporary D category - these "compact cars" were, by the European standards, quite substantial.
Ford introduced the Falcon, GM the Corvair and Chrysler the Valiant. Studebaker and American Motors also came up with compact models, but the real competition was between the "Big 3".
Between 1960 and '70, the different generations of these compact cars became a little bigger, with the result that' 70 'is no longer referred to as compacts.
Compact cars avant la lettre
At the beginning of the fifties of the last century, a few models of smaller American brands were already available that can be considered as "compact cars". The Nash Rambler and the Kaiser Henry J were the most important.
The concept of the Rambler originated during the war, when the Nash management thought that they had to come up with something completely new to compete effectively with the "Big 3". They aimed for a model that was lighter and smaller than the models of Ford, Chevrolet and Plymouth. Analogous to the design of the larger Nash models, the Rambler was characterized by its round shapes and the covered wheels.
It was not marketed as a budget model, but initially only as a convertible equipped with many gadgets. The standard equipment included, for example, white bands, an electric clock and a radio with push button control.
Given the (poor) sales figures of cheaper but very bare models such as the Crosley mini and later the Kaiser Henry J, this would prove to be a good strategy.
Despite an 33% higher price than the Henry J, the Rambler sold considerably better.
To develop a small car that could take on the role of the Ford-T as a "car for the people", the Reconstruction Finance Corporation (a government agency) provided loans in "49." This car, incl. Tax, should not cost more than $ 1.300, can transport 5 adults and can drive at least 80 km / hour for a longer period of time.
The large 3 of American car manufacturers (GM, Ford and Chrysler) had little interest in the development of such a model.
The loan therefore went to the independent Kaiser Frazer Corp. who used it for developing and marketing the Henry J. with a wheelbase of 2,50 m. rightfully a "compact car". Despite the fact that this very bald family car with its introduction in '51 $ 100 was cheaper than the cheapest Chevrolet, it was not a success. The price was still too high for the mass market. It is striking that the about $ 150 more expensive deLuxe model sold better than the Standard model. The experiment with a cheap "compact" model had to be considered as failed. Production stopped in '53.
Two other emergency leading independent manufacturers attempted to capture a piece of the market between '52 and' 54 with a small model: Willys Overland with the Willys Aero en Hudson with the Jet.
After both companies in '54 were taken over by other manufacturers - Willys by Kaiser and Hudson by Nash - production was quickly shut down.
Ford Falcon
The recession of '57 led to the development of the Ford Falcon that of 1960 to '70 was built in a large number of variants: 2 and 4 door sedans, station wagons, convertibles, pick ups, etc. The technical design was classic, with an 6 or 8 cylinder engine in the front and rear-wheel drive.
It was designed in such a way that it was a fully-fledged car that - while maintaining a relatively low fuel consumption - gave young families enough space for groceries and kids.
The initially rounded lines of the Falcon were replaced in 64 by a more angular shape, with the focus on a younger audience.
Based on the Falcon platform, a more luxurious model like Mercury Comet offered. Given the greater length, however, it is doubtful whether these should also be counted among the "compact cars".
Ford's CEO Lee Iacocca came up with the idea to develop an inexpensive sporty model based on the Falcon platform - and using many Falcon components - which resulted in the Mustang presented in '64. His success would be much greater than that of the Falcon, without which he would never have achieved it.
In '66, the Falcon was again radically revised in Mustang style, with a long nose and short back. He was, however, more focused on family use than the Mustang, with the functionality of the mid-sized Fairlane, which he also came close to in terms of length and wheelbase.
Chevrolet Corvair
Chevrolet also launched an attack on the Beetle in 1960 with the revolutionary Corvair.
Just like his German opponent, he got an air-cooled engine in the back. Both inside and out, however, it was considerably larger and more spacious.
The styling was downright revolutionary by American standards without much chrome or tail fins. Motor Trend Magazine immediately declared him Car of the Year.
Just as with the Falcon, a large number of model variants came on the market, such as the sporty ones Monza who, with his bucket seats and beautiful hubcaps, had to serve as a seasoning for the otherwise rather bare Corvair. In advertising, he was presented as the "poor man's Porsche".
Sales figures quickly showed that the Corvair was a bit too revolutionary compared to the Falcon and Valiant: the market clearly preferred a more conventionally designed model. In order to comply with this, in '62, next to the Corvair, the' compact ' Chevy II who was named Nova after a growth spurt from '68.
From '57', Buick, Oldsmobile and Pontiac also worked on the development of classically constructed 'senior compacts', aimed at a somewhat higher market segment.
In '61 these came as Buick Special, Oldsmobile F-85 en Pontiac Tempest on the market. The number of competing "compact" models from GM ended up with 5.
The restyled 65 came in '2e generation of the Corvair on the market. The light Coke bottle style - looking back - gave a first indication of the style of the Mustang competitor Camaro, which would see the light of day in '67.
The Corvair is probably best known for the book "Unsafe at any speed" by Ralph Nader. It was stated that the rear suspension of the '60 -' 63 models could make the car uncontrollable and could turn over. A film showed this, but it was later admitted that tricks were used.
The Highway Safety Administration initiated an investigation, but only came in '72 with its report which showed that the Corvair was no less safe than other models from the same period. However, reputation damage had already been done: in the late '60, sales collapsed and production stopped.
Plymouth Valiant
The Chrysler Corp. brought in '60 as 3e large US car manufacturer also a compact car on the market, the Valiant, initially only as 4-door sedan and station wagon, later also as 2-door variants.
The Valiant is one of the first cars to be developed on computers using CAD techniques. In the first year of production, the Valiant was offered as an independent brand, but from '61 as Plymouth Valiant.
The design - which was described as wedge-shaped - was considered rather daring at the time.
With the 2e generation - from '63 to' 67- a cabriolet version also became available, while as a competitor of the Mustang and Camaro a sporty fastback variant such as Valiant Barracuda was offered. The latter would continue from '67 as Barracuda (without Valiant).
Rambler and Studebaker compacts
American Motors - the result of the merger of Nash, Hudson and Willys - was the first brand to come up with a cheap, small model in response to the depression of "57."
The tooling of the compact Nash Rambler - which 3 had been withdrawn from the market years earlier - was still available, so that it could be taken back into production with only minor adjustments. Halfway through '58 he became new Rambler American presented. In his first (half) year, more than 42.000 units were sold, making Rambler the only brand that saw its sales and market share grow in that year.
The first generation in particular still shows to a large extent the relationship with the Nash Rambler from '51.
Up to '69, the American would remain in production, with regard to styling 3 generations can be distinguished:' 58-'61, '62 -63 and' 64-'69.
Although the American market share was only small, it would be the "compact car" that has been in production the longest.
Based on the platform of the 2e American generation In '63, a youth-oriented 2 + 2 seater was developed, a competitor for the Mustang: the Tarpon.
It was presented as a showcar just before the Mustang, making it the first of the "Pony cars". Because the management decided on a larger model, he never came into production, despite an enthusiastic reception.
In '56, Studebaker was on the verge of bankruptcy. In an attempt to save the company, it was decided to develop a small but fully-fledged model, using parts of the full size models as much as possible.
By shortening the front and rear overhang and shortening the bottom plate for the bulkhead, the basis was created for a compact model with a full passenger space.
At the end of '58 the result was -de Studebaker Lark- be presented as an '59 model.
In the course of '59, about 150.000 units were sold: black numbers were written for the first time in years.
With the arrival of the compact models of the "Large 3" in 1960, however, sales collapsed again to around 100.000 units, which would fall even further to 20.000 units in '65.
Production stopped in the spring of '66, putting an end to Studebaker as a car brand.
Regarding the Plymouth Valiant this car was produced in Australia as Chrysler Valiant with a modified grille as a deviation from the American Plymouth and without the imitation “spare wheel” in the trunk lid and of course with a right-hand steering wheel. The Dodge Dart was also produced there, but was named Dodge Phoenix there.