Chapter

Driving Prudently: American and European

Avner Offer

in The Challenge of Affluence

Published in print November 2007 | ISBN: 9780199216628
Published online October 2011 | e-ISBN: 9780191696015 | DOI: http://dx.doi.org/10.1093/acprof:oso/9780199216628.003.0010

Series: The Challenge of Affluence

Driving Prudently: American and European

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In Europe, the styling frenzy had never taken hold. In consequence, European cars and British cars were altered less frequently, and held their prices better than American ones, even British cars of lower quality, as did the unchanging German Volkswagen sedan which was sold in the United States. The new-car frenzy of the fifties was in some aspects unique to its time. Like first love, it fell into a predetermined pattern, but could never be repeated. The chapter notes that never again would America fall so intensely for the new-model motor car as in 1955. This is revealed in the pattern of within-year depreciation, which was much higher in the fifties than in subsequent decades.

Keywords: Volkswagen; British cars; Europe; American cars; car buying

Chapter.  7749 words.  Illustrated.

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