Although recognized as an icon today, the 1957 line of Chevrolet standard sized cars got left in the popularity and newness dust by both rivals Ford and Plymouth. The remarkably upright and befinned Bel-Airs and below saw themselves trying to peddle modest virtues and technological updates compared to time-traveling Plymouths and Fancier Fords.
Of course, this didn’t sit well with USA-1, as they found themselves in the #2 spot by the end of the year, nor did it make General Motors feel comfortable about any upsurge with rivals. What to do? Bulk up your bargain offering for the next season. American consumers tend to associate value with bulk, what possibly could go wrong?
Dynamic Drive 