One of those long-forgotten rituals; the introduction of a new car in 1949. If you recall, my earlier post for the New Ford’s in 1940 you’ll know this was an American institution and a cornerstone in Consumerist Society during the last century. Of course, the Automobile in America was strictly an American product. This special program from WMPS in June of 1949 showcases the Ford Assembly plant in Memphis – one of several around the country – but it was Detroit who called the shots. Detroit was the Auto Capitol of the World, going back as far as the very first automobiles to be manufactured on a large scale in America.
It was largely symbolic of the booming economy after World War 2. Jobs were plentiful – wages were decent and people were spending. Ideally, Detroit wanted America to buy a new car every year – and every year a new model car was introduced; always better than the previous one – always more options – always bigger and more powerful engines than the year before.
Detroit really hadn’t figured out Planned Obsolescence yet – Cars were built to last and many kept their initial purchases many years down the road. That is, until a new design was introduced which paled everything by comparison – and then it became a necessity. It was peer pressure and status to stay current, and as is evidenced by this Special broadcast over WMPS in Memphis, scripted superlatives from employees families were pressed into service to help carry the message and the release of the new cars was an adventure in .
Oh, there were Foreign Cars. Mostly available as imports in limited quantities from dealerships that you could count on the fingers of one hand, particularly if you lived in a large Metropolitan area. Owners suffered slings and arrows of criticism by neighbors.
The days of grandiosity and conspicuous Consumerism have given way to smaller, economical, mostly Hybrid with not much fanfare -parts are manufactured overseas and the American Auto Industry as a whole is largely a shell of its former self.
But in 1949, as it was in 1940, a new car was a big deal and much to celebrate over.
For a reminder of that, here are two special programs from the same day as presented by WMPS in Memphis from June of 1949.
