On October 6, 1957, Chrysler Corporation was busy rolling out its 1958 model year and promoting its successful “Forward Look” designs. The “high-finned, flying-wedge” Look had helped Chrysler up its auto market share from 15% to nearly 21% and President Lester “Tex” Colbert would not be in a hurry to make significant changes. Innovations were being made to the Look for 1958, however, and included a wrap-around-and-up “control tower” windshield, a rear-view mirror on the left front fender that could be remotely controlled from the dashboard, and a defroster to keep condensation off the rear window.
The advertising campaign for the Forward Look stressed six keys selling points:
- The rightness of style – the dart shape of motion: cuts steering corrections in cross-winds by as much as 20%!
- Wonderful Torsion-Aire Ride: suspension so right it prevents starting squat, braking dip, lean on curves.
- Pushbutton Torqueflite: control buttons for full control of automatic transmission with two extra buttons for muddy or snowy conditions, downhill engine braking, or flexibility in traffic or up steep hills
- Constant-Control Power Steering: works the right way – full-time, not part-time, takes the work out of steering, with a wonderful new “feel” of the road
- Total-Contact Braking: your toe does less, the brakes do more, quicker straight-line stops with up to 25% less pedal pressure, longer lining life
- Control Tower Windshields: see 50% better, windshield sweeps back into the roofline to let you see up as well as out, with safety glass, of course, and the “all outdoors” feeling comes true again in the roominess inside
The purple prose of this great advertising age continued: “But the rightness goes further! In every great engineering achievement, in every fine detail of styling, in the total design and total value of these cars. It’s simply a matter of giving you more for what you pay. But don’t just look at a great ’58 of the ‘Forward Look’ – drive around and discover the rightness for yourself!”