Wednesday, September 10, 2014

1958 Simca Aronde Super DeLuxe

"This great Simca is wider, longer, more powerful and luxurious than any other imported car in its price class. It was chosen above all others after a two year search by Forward Look engineers for the one car that would carry the Chrysler Corporation banner into the the imported field. For, here's economy motoring at its luxurious best with room for all the family. Superbly finished inside and out, beautiful designer interiors grace its passenger section, and luxurious reclining seats are standard equipment.

The engine that makes the Super DeLuxe the Economy King of cars is the famous SIMCA Whispering Flash. Official tests have proved its performance of 41.6 miles per U.S. gallon of lowest-priced fuel. (51-plus per Canadian Gallon) The single throat carburetor is fitted with economy induction jets. The ignition system helps save gas because of its quick, sure starts. SIMCA's 4-speeds-forward synchromesh transmission helps this great and rugged engine to even greater, more enjoyable, operating efficiency. And the engine is up front . . . where it should be for extra safety. Now, more than ever, with the addition of the Super DeLuxe there is a car of Chrysler excellence in every price bracket."

Being the youngest of the established french carmakers, Simca had made quite a steep career in short time. The company was founded by Henri-Theodore Pigozzi in November 1934, to license-build Fiat cars in France. After World War II, Simca began developing its own constructions. The first generation of Simca's Aronde, launched in 1951, enjoyed massive popularity, and throughout the 1950s, Simca was constantly among the three best selling car companies in France. To further increase production capacity and market share, Simca bought Ford's manufacturing plant in Poissy, and with this acquisition, another model was added to the lineup: the Vedette.

Meanwhile, across the Atlantic, Chrysler faced the same dilemma as Ford and GM: because of an economic recession, compact cars were all the rage with the consumers in 1958, while the traditional full size models were sitting like ducks at the dealerships. Smaller independents like Studebaker and Rambler could cash in, because the "Big Three" had completely missed out on the trend. Until their own compact cars were ready to hit the road in the early 60s, the companies followed different strategies to cope with the demand for models in this new segment. GM and Ford simply began importing cars from their European subsidiaries. Because Chrysler had no European branches, French carmaker Simca came into consideration for a collaboration. Ford held 15 percent of Simca's stock since the sale of its Poissy plant. Chrysler happily took over these stock in 1958, and began importing Simcas to the U.S.. Over the years, Chrysler constantly increased its share in Simca until it finally bought the company in 1967.

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