First of Three

In Dearborn this week, Benson Ford took his turn at the family steering wheel. Out of his Lincoln-Mercury Motor Division he rolled two sleek new low-slung cars--the 1949 model Lincolns. The Ford Motor Co., first of the Big Three to make radical body changes in all its cars, had spent $90 million doing it. Ben Ford's Lincolns were the first models unwrapped.

They come in two price classes, though the exact prices have not yet been set. One, the Lincoln Cosmopolitan, has about the same wheelbase as the 1948 Lincoln, but is slightly heavier and is expected to sell for a little more (over $3,000). The other, called only the Lincoln, is a little shorter, lighter, and will probably sell in the $2,500-$2,700 price class, below the price of the 1948 Lincoln. The $4,800 custom-built Lincoln Continental, discontinued until next year, will be redesigned.

In effect, Ford has designed a new Lincoln model to fill the competitive gap left by the Lincoln Zephyr, abandoned in 1941. Next week, Ben Ford will bring out his new Mercury. It has been spruced up to make it a stouter competitor to De Soto, Pontiac, and the light Oldsmobiles and Buicks. It is bigger and will probably cost more than the 1948 Mercury.

The climax to all this redesigning at Ford will come in June. Then the 1949 Ford will be put on view. Automen guessed it would have wide, sweeping lines similar to the Lincoln. When it is ready, Ford will once again be able to give General Motors and Chrysler a race in each of the four big price classes.

Ben Ford, who is out to boost Lincoln-Mercury's production and sales, will be stepping not only on G.M.'s heels, but on brother Henry's as well. Henry won't mind that. The brothers hope to whip up the same intense (if friendly) rivalry between their divisions as there is between divisions at G.M. and Chrysler.

In Manhattan last week, Renault Ltd. exhibited its bid for a share of the U.S. auto market. The new French car is small (57 in. high, 141 in. long overall), and has its four-cylinder, 19-h.p. engine in the rear. Renault says that its car will go about 60 m.p.h., get 55 miles to the gallon. Price: $1,195.

Renault, state-owned since Founder Louis Renault was arrested as a collaborator and died awaiting trial, operates one of Europe's biggest auto plants near Paris. It is also one of Europe's most modern, completely retooled by the government. Renault is turning out 25 cars a day, expects to hit peak production of 300 later. It plans to ship 1,000 a month to the U.S.

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