Making the Sale

At the end of World War II, demand for new cars far exceeded the supply, and dealers didn’t need to drum up sales. But as manufacturers introduced new models and production increased, consumers went shopping for new features, exciting styling, and low prices. Dealers hired more salesmen and sent them to automobile factories for training. Experienced salesmen knew how to make their cars appealing, compare them favorably with rival cars, and “close the deal,” sometimes using aggressive sales techniques. In the 1950s, automakers authorized many new dealerships, established quotas for dealer sales, and vigorously advertised their products.

Cars and Lifestyle

In postwar America, cars were promoted as a reflection of their owners’ status and self-image. Many buyers accepted the idea that the automobile they bought revealed their social standing, level of affluence, and personality. Flamboyant, fresh styling identified followers of fashion and glamour. Station wagons symbolized family life. Sports cars and convertibles had youthful flair. Manufacturers’ advertisements linked cars to ideas about class, style, leisure, wealth, and gender.