In the early 1950s, when sales of European cars greatly increased, each of the Big Three began importing and marketing small cars manufactured by their own European subsidiaries. The Big Three did not work to develop these captive imports, nor did dealers try very hard to sell them since the profit on a low-priced small car was lower than that on a big American car. Ultimately the Big Three began manufacturing and selling compact cars in the fall of 1959 as a genuine countermeasure to the increasing imports of small cars.
KeywordsFuel Economy Welding Robot Competitive Strength Corporate Average Fuel Economy Executive Vice President
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