Overview

"During the 1960s, the automobile finally secured its position as an indispensable component of daily life in Britain. Car ownership more than doubled from approximately one car for every 10 people in 1960 to one car for every 4.8 people by 1970. Consumers no longer asked ""Do we need a car?"" but ""What car shall we have?"" This well-illustrated history analyzes how both domestic car manufacturers and importers advertised their products in this growing market, identifying trends and themes. Over 180 advertisement illustrations are included."

Full Product Details

Author:   Heon Stevenson
Publisher:   McFarland & Co Inc
Imprint:   McFarland & Co Inc
Dimensions:   Width: 21.60cm , Height: 2.20cm , Length: 27.90cm
Weight:   1.012kg
ISBN:  

9781476667898

ISBN 10:   1476667896
Pages:   429
Publication Date:   03 November 2016
Recommended Age:   From 18 years
Audience:   General/trade ,  General
Format:   Paperback
Publisher's Status:   Active
Availability:   Temporarily unavailable  
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Table of Contents

Table of Contents Acknowledgments      Preface      Introduction      Part One—Family Marques: Engines of an Industry 1. Austin: “You invest in an Austin”      2. Ford: “Made with care by Ford of Britain”      3. Hillman: “A better buy because it's better built!”      4. Morris: “People feel strong about Morris”      5. Reliant: “Make your family self-reliant”      6. Singer: “Motoring’s most elegant experience”      7. Standard: “There’s a real V.I.P. car”      8. Vauxhall: “Everyone drives better in a Vauxhall”      Part Two—Luxury and Sporting Marques: Aspiration and Escape 9. The “Bond Bombshell” and Other Specialists      10. Aston Martin and Lagonda: “Body beautiful (with a nature to match)”      11. Bentley: “Take a Bentley into partnership”      12. Daimler: “Prestige motoring in the modern manner”      13. Humber: “Luxury with a capital H”      14. Jaguar: “Grace…Space…Pace”      15. Jensen: “Pianissimo power”      16. MG: “Safety Fast!”      17. Riley: “Riley for Magnificent Motoring”      18. Rolls-Royce: “The Best Car in the World”      19. Rover: “One of the world's best engineered cars”      20. (Reliant) Scimitar: “Join the GTE set!”      21. Sunbeam: “For people with a ZEST for living”      22. Triumph: “Triumph put in what the others leave out”      23. Vanden Plas: “Prestige without ostentation”      24. Wolseley: “Buy wisely—buy Wolseley”      Part Three—Imported Marques: Britain Embraces the World 25. Volkswagen, Renault and Citroën: Special Cases      26. Alfa Romeo to Wartburg: Importers Spread Their Wings      Conclusion      Appendices 1. Year Letter Suffixes of Car Number (License) Plates      2. United Kingdom Purchase Tax Rates for Four-Wheeled Passenger Cars      3. The Value of the Pound 1958–1970 (2001)       4. The Value of the U.S. Dollar Against the Pound: Exchange Rates (1958–1970)      5. UK Car Production, Registrations, Exports and Imports (1958–1970)      6. Imports of Cars from Selected Countries (1958–1973)      7. Exports of Cars to Selected Markets (1958–1970)      8. Leading Automotive Advertisers (January–May 1968)      9. Division of Advertising Expenditure by Media Category (January–May 1968)      10. Car Manufacturers’ and Importers’ Advertising Agencies (1958–1970)      11. Contemporary Estimates of Advertising Expenditures by Marque and Model      12. Ages and Incomes of Owners of New Fords (1963)      Notes      Bibliography      Index     

Reviews

Meticulously researched and well presented...fascinating...detailed - Classic Car Mart extremely scholarly work...an amazing piece of scholarship - The Automobile informative...a good book - Classics Monthly

Author Information

Heon Stevenson has written for several classic car magazines. He is an Individual Friend of the History of Advertising Trust. He lives in Cambridge, England.

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