During the 1970s, economic recession, rising fuel costs, and greater foreign competition forced the U.S. auto industry to restructure itself and its products for the U.S. market. The presenter discusses these changes through a combination of auto advertising, engineering data, and corporate strategies. Editorials and other reviews assist in demonstrating the successes and failures of these new automobiles. The researcher's principle argument states that these U.S. companies quickly adapted to fulfill the expectations of their customers, and therefore maintained dominant shares of the U.S. auto market throughout the 1970s.
|Presenter:||James Eick (Graduate Student)|
|Time:||1:45 pm Session III|