Into the Ring

The first price rise for 1957 model cars was announced by Ford, the week before it was scheduled to show its new line to the public. Average increase: some $70 a car, or just about enough to cover costs of materials and labor. Ford's action was the tipoff to 1957 prices. While every auto make will probably hike prices slightly, no one can afford too high a boost, especially in the low-price field, where everyone expects a ruggedly competitive battle. Even with the increases, 1957's auto buyer will get more for his money. Cars will be longer, lower, more powerful. Chevrolet will have fuel injection on its Corvette, make it optional equipment on other models; Ford has broken the standard three-year cycle for complete body changes, spent $209 million on a completely revamped car after only two years. Most exciting innovation: the industry's first production retractable hardtop (TIME, July 16), which Ford will introduce "early next year." Operating electrically, the top rides backward into the luggage compartment, transforming the hardtop into a convertible in 55 seconds.

As the big sales race began, automen were confident that 1957 would be a near-record year. Chewy General Manager Edward N. Cole expects sales to jump 600,000 units next year for a 7,500,000-unit total--the second best in history.

This file is automatically generated by a robot program, so reader's discretion is required.