THE DETROIT JEWISH NEWS — Friday, October 19,

Automobile Manufacturers Assert Industry Is Responsive to Women's Suggestions

Women may not have the last
word on automobile construc-
tion but their thoughts are con-
sidered carefully by auto manu-
facturers.
Suggestions sent in by women,
of whom 30,000,000 are licensed
to drive, are numerous. They
include such suggestions as door
locks be controlled from the
driver's seat and wipers on the
rear window as a safety factor.
Ideas sent in by women are
studied by company executives
to determine their practicabil-
ity. One automobile company
sends a top woman executive to
various cities to conduct meet-
ings of women solely to receive
suggestions for improvement of
the product.

Women, according to a sur-
vey made by a representative
of one auto company, are
more practical than men in
their re. soning regarding
cars.

"Chrome appeals to men,"

the representative said, "be-

cause it is bright and showy.
But many women like chrome

One manufacturer points out
that a reason for installing more
window space in cars was to
make vision easier for the
smaller woman driver. Instru-
ment panel controls also have
been regrouped to bring them
within reach of the shorter fem-
inine arm. Luggage space has
been increased and the height
of the trunk opening lowered.
Other examples of refine-
ments made with women in
mind are mirrors on the back
of easily adjusted sun visors,
two ash trays on the dash—
this feature was suggested by
many women — lower steering
wheels and the various power
features—steering, braking, ad-
Automobile companies are justable seats and push-button
constantly on the alert for windows.

because it protects certain areas
of the car in places like super-
market parking lots where
bumpings from car doors are
frequent."
The representative said the
thing women were least inter-
ested in -concerning cars was
speed. The things, women were
most interested in were safety
features.
Women, the survey showed,
like fashionable, smooth looking
car upholstery. At the same
time they insist that it be dur-
able and able to withstand the
ravages of children's antics. So
automobile manufactureres offer
fashionable but sturdy up-
holstery.

women's opinions regarding
their products as more and
more women control the final
decision in the matter of what
car to buy. Also, in the last
nine years, the rate of in-
crease of women drivers com-
pared to male drivers has
been three to one.

•

meeting. They pick up the
children after school and
their husbands after work.

Sometimes the husband is
tired and the wife drives to
whatever social function they
are attending in the evening.
Studies show that in some one-
car families women use the car
from 75 to 90 per cent of the

time.
Women's interest in the auto-
mobile is valued and appreci-
ated by the automobile manu-
facturers. The summation in the
industry is: "There's nothing a
woman likes more than having
her suggestions listened to and
we're listening to them more
and more."

Amber Signals Feature d on '63 Vehicles

Amber colored front turn
signals will be one of the fea-
tures on 1963 U.S. motor ve-
hicles.
The change from the white
lights in present usage results
from an industry-wide project
started in 1958 to re-evaluate
More and more, one execu- all motor vehicle lighting and
tive said, women are acting signaling components.
Engineers from lamp and ve-
as the family chauffeur. They
drive their husbands to the hicle manufacturers taking part
depot or to work, then they in the project found that amber
drive the kids to school and turn signals were more easily
do the family shopping. They seen than white against glaring
might use the automobile to reflections and provided greater
attend a luncheon or club contrasts against headlamps at

night. Tests were conducted in
different parts of the country
under a variety of light and
weather conditions.
Findings were reported to
state motor vehicle officials in
1959 with the suggestion that
laws in 25 states restricting the
use of amber front turn signals
be amended. The necessary ac-
tion was taken by state legisla-
tures during the past three ses-
sions making the change pos-
sible on 1963 models.

Motor trucks make up 11 per
cent of toll road traffic and
pay 30 per cent of toll charges.

•

COME TO THE

At Chevrolet's big, beautiful auto show exhibit
you're bound to find your own personal brand of
excitement. If it's luxury and lively going you're
looking for, here's fairwarning : The new Jet-smooth
Chevrolets are about all the temptation you can
take—and at Chevrolet prices why should you
resist? ■ If you're of an even thriftier frame of
mind, the dashing new Chevy II is definitely on
your wave length. ■ Or maybe this is your year to
go sporty (and still take the whole family along).

Step up, mister, and meet your Waterloo in the
new Corvair Monzas. ■ To top it all off, there will
be fascinating displays and attractions for the
whole family to enjoy. ■ Incidentally, all Chevrolets
for '63 are going great—including the new Corvette
Sting Ray Sport Coupe and Convertible with such
new features as 4-wheel independent suspension
and retractable headlights, and the new Chevrolet
Jobmaster trucks that conquered the 2,000-mile
Baja Run, toughest road test under the sun.

CHEVROLET EXHIBIT - DETROIT AUTO SHOW • CM HALL - OCTOBER 20-28