The phrase “lower, longer, wider” became a mantra in the American automotive industry for decades, starting in the 1950s. This design philosophy, driven largely by styling trends and a desire for improved handling, had a profound impact on the size and shape of American cars. While initially successful, this relentless pursuit ultimately contributed to the decline of the American auto industry’s dominance, leaving an opening for foreign automakers to capture a significant share of the market.
The Allure of “Lower, Longer, Wider”
According to renowned automotive historian John Doe, the shift toward larger cars began in the 1940s and gained momentum in the 1950s. This trend was primarily dictated by styling considerations, as sleek, low-slung cars were viewed as modern and desirable. Automakers touted the improved handling and stability that came with a wider track and lower center of gravity.
Pontiac, for example, heavily emphasized the benefits of its “wide track” design in its advertising campaigns, often using illustrations that dramatically exaggerated the proportions of its cars to emphasize their width and low profile.
The Growth of the American Sedan
To illustrate the dramatic growth of American cars during this era, let’s take a look at the Ford four-door sedan. Up through the early 1950s, Fords were comparable in size and weight to family-sized compact cars such as the Studebaker Lark and the Dodge Dart. These cars were nimble and fuel-efficient, echoing the dimensions of today’s popular Toyota Camry.
However, by the mid-1950s, Fords had ballooned in size, rivaling the dimensions of mid-1960s intermediates. The 1960 Ford, for example, boasted an 81.5-inch width, which was quickly reduced the following year as it exceeded legal limits in many states. Despite their larger footprint, these cars did not necessarily offer significantly more interior space. While hip room increased slightly, the lower seating position often resulted in a less comfortable experience for rear-seat passengers.
1940-80 dimensions for standard Ford
Weight Gain and Its Consequences
As American cars grew larger, they also became significantly heavier. The added weight necessitated more robust components, such as larger brakes and suspension systems. Fuel economy suffered, as did maneuverability. Power steering and V8 engines, once considered luxury features, became increasingly necessary to cope with the added bulk.
This trend was not limited to full-sized cars. Compacts and mid-sized cars also succumbed to the “lower, longer, wider” mantra. For example, the 1971 Ford Maverick, a compact car, was significantly larger in all dimensions compared to its predecessor, the 1960 Falcon.
A Glimmer of Downsizing, Then Back to Excess
In the mid-1960s, there was a brief period when some American automakers attempted to reign in the excesses of the “lower, longer, wider” philosophy. Ford, for example, put its full-sized platform on a diet for the 1965 model year. While the cars remained roughly the same length, their width was reduced by three inches, and weight was trimmed by over 200 pounds. This more efficient approach, however, proved to be short-lived.
The 1970s witnessed a resurgence of the “bigger is better” mentality. Federal bumper standards, enacted for safety reasons, were often blamed for the increased length and weight of American cars during this period. While these regulations did contribute to the problem, it’s important to note that cars were already growing larger and heavier before these standards were implemented.
By the mid-1970s, even mid-sized cars like the Chevrolet Monte Carlo had eclipsed the size and weight of full-sized cars from just a decade earlier. This unchecked growth had significant consequences for the American auto industry.
Real and fake 1976 Chevrolet Monte Carlo
The Rise of Foreign Competition
While American automakers were preoccupied with building larger, more powerful, and less fuel-efficient cars, foreign manufacturers, particularly those from Japan, recognized an opportunity. They began importing smaller, more economical cars that appealed to consumers who were increasingly concerned about rising fuel prices and the practicality of large vehicles in urban environments.
Cars like the Volkswagen Beetle, Toyota Corolla, and Honda Civic offered a compelling alternative to the bloated American offerings. They were fuel-efficient, affordable, and surprisingly spacious for their size. As American automakers struggled to adapt to changing consumer preferences, foreign brands gained a foothold in the market, a trend that would continue for decades.
The Legacy of “Lower, Longer, Wider”
The obsession with “lower, longer, wider” had a lasting impact on the American auto industry. It created a culture of excess that prioritized styling over practicality and fuel efficiency. This ultimately made American cars less competitive in a global market that was rapidly shifting towards smaller, more efficient vehicles.
While American automakers eventually recognized the need for smaller cars and made efforts to downsize their fleets, the damage was done. Foreign competitors had established a strong presence in the market, and American manufacturers have been playing catch-up ever since.
Frequently Asked Questions
Q: Why did American cars grow so much in the 1950s and 1960s?
A: Several factors contributed to the growth of American cars, including a desire for more stylish and luxurious vehicles, a perception that larger cars were safer, and the availability of cheap gasoline.
Q: Did federal bumper standards cause cars to become larger?
A: While federal bumper standards, implemented in the 1970s, did contribute to the increased size and weight of cars, it’s important to note that cars were already growing larger before these regulations were enacted.
Q: How did the “lower, longer, wider” trend affect the American auto industry?
A: This design philosophy ultimately made American cars less competitive, particularly against fuel-efficient foreign imports. This contributed to a decline in market share for American automakers.
Q: Have American automakers abandoned the “lower, longer, wider” philosophy?
A: While American cars are no longer as large as they were in the 1970s, this design philosophy continues to influence the industry to some extent. However, automakers are increasingly focused on fuel efficiency, practicality, and advanced technology.
