The Rambler's Wikipedia entry notes:
"Nash-Kelvinator's President George W. Mason saw that the company needed to compete more effectively and insisted a new car had to be different from the existing models in the market offered by the "Big Three" U.S. automakers. Mason also realized the basic problem that had eluded others trying to market smaller-sized cars to Americans: low price was not enough to sell in large volumes, but 'also had to be big enough to appeal to families as their primary car.' Therefore, the Rambler was designed to be smaller than contemporary cars, yet still able to accommodate five passengers comfortably."
"The decision to bring the new car out first in a higher market segment with more standard features was a calculated risk by Mason. Foremost in this strategy was the need to give the new Rambler a positive public image. Mason knew the car would fail if seen by the public as a 'cheap little car'...Americans would rather buy a nice used car than a new car that is perceived as inferior or substandard."
From what I've read elsewhere, although small cars required less material than standard-size cars, their labor cost of assembly was little different. That is why small American cars of the late 1940s and early 1950s were priced not much less than entry-level standard-size cars, and sometimes more.
For example, the 1951 Henry J prices started at $1363, compared to Chevrolet's $1540. The 1952 Aero Willys was $1731, the Chevrolet $1614. The 1953 Hudson Jet was $1858, Chevy $1680. And the Nash Rambler convertible's base list price was $1808 compared the the two-door Chevrolet sedan's $1403.
The first Nash Rambler was a convertible coupe, a type regarded as top-of-the-line by most American carmakers. No two-door coupe with a spartan interior for Rambler. Later in the 1950 model year appeared a two-door station wagon, yet another usual line-topper. It wasn't until the 1954 model year that two-door and four-door Rambler sedans were marketed -- the reverse of what might have been expected. George Mason's marketing strategy was a success.
Images below are of for-sale cars unless noted.
Gallery
1950 Nash Rambler Custom Landau Convertible Coupe - Mecum Auctions photo
Like regular Nashes, Ramblers had monocoque bodies -- unusual for American cars in those days. Which helps explain the complete B-pillar and fixed structure above the windows, something also highly unusual in the USA.
Ramblers had 6-cylinder motors, so the hood was agreeably-looking long.
The canvas roof was pulled up along tracks in the window frame structure. Note this simple rear end -- more 1930s than 1950s in terms of ornamentation and size of tail lights.
1950 Nash Rambler Custom Station Wagon
Nashes featured covered front wheels starting in 1949 with their "inverted bathtub" aerodynamic design. That style continued until Nash's final year, 1957, when larger wheel openings were used. Some Ramblers got exposed front wheels in 1955, and all had them when restyled for 1956.
I think the "wood" is actually decals. Correct me if I'm wrong.
Rambler dashboards were spartan, but not much more so than standard 1949-51 Nash dashboards.
1951 Nash Rambler Country Club hardtop coupe - Barrett-Jackson Auctions photo
The hardtop coupe appeared for 1951. Again, another top-of-the-line body style.
The backlight window had three-segment glass, also common on other American hardtops that year.
Side view from a publicity image. Wheelbases were 100 inches (2540 mm) for two-door models. Later four-door models had 108 inch (2743 mm) wheelbases. That size was retained for all redesigned 1956 Ramblers.
1954 Nash Rambler DeLuxe Two-Door Sedan
Finally, a two-door sedan that for other entry-level brands such as Chevrolet, Plymouth or Ford would be the low-price model included in a model year introduction.
1954 Nash Rambler Custom Four-Door Sedan
The four-door sedan.
1954 Nash Rambler Four-Door Sedan
Side view: compare to the image below.
1954 Nash Statesman
The Statesman was the short-wheelbase, lesser, full-size Nash model. It appears that a width-sectioned Nash body from the cowl aft to the trunk lid might have been used on 4-door Ramblers. Note the common sculpting below the windows, among other details.
Rear quarter view of a 1955 Rambler four-door sedan.
1955 Nash Rambler Custom Cross Country Four Door Station Wagon
The four-door station wagon was introduced for the 1954 model year.
The first Nash Rambler was a convertible coupe, a type regarded as top-of-the-line by most American carmakers. No two-door coupe with a spartan interior for Rambler. Later in the 1950 model year appeared a two-door station wagon, yet another usual line-topper. It wasn't until the 1954 model year that two-door and four-door Rambler sedans were marketed -- the reverse of what might have been expected. George Mason's marketing strategy was a success.
Images below are of for-sale cars unless noted.
Like regular Nashes, Ramblers had monocoque bodies -- unusual for American cars in those days. Which helps explain the complete B-pillar and fixed structure above the windows, something also highly unusual in the USA.
Nashes featured covered front wheels starting in 1949 with their "inverted bathtub" aerodynamic design. That style continued until Nash's final year, 1957, when larger wheel openings were used. Some Ramblers got exposed front wheels in 1955, and all had them when restyled for 1956.
The hardtop coupe appeared for 1951. Again, another top-of-the-line body style.
Finally, a two-door sedan that for other entry-level brands such as Chevrolet, Plymouth or Ford would be the low-price model included in a model year introduction.
The four-door sedan.
Side view: compare to the image below.
The Statesman was the short-wheelbase, lesser, full-size Nash model. It appears that a width-sectioned Nash body from the cowl aft to the trunk lid might have been used on 4-door Ramblers. Note the common sculpting below the windows, among other details.
The four-door station wagon was introduced for the 1954 model year.
The only reason I knew that the Rambler convertible was a thing was because of Lois Lane.
ReplyDeleteMaybe they didn't have the capacity to turn out a lot of these when they came out so they started with niche models that wouldn't sell many but could get a higher price, or something. They were both niche models of a niche car. It was exactly the opposite of how it's generally done, particularly in the past with European cars where the wagon version might come out in the second year of a new model. Sometimes the wagon version of the previous model was continued meanwhile. With US cars it was typically everything from the start.