Az Eszterházy Károly Tanárképző Főiskola Tudományos Közleményei. 2001. [Vol. 7.] Eger Journal of American Studies.(Acta Academiae Paedagogicae Agriensis : Nova series ; Tom. 27)
Studies - Sándor Végh: Adoption or Adaptation?: Interpretations of the Automobile
manufacturers. Wik reported that an average of 300 letters a day had reached the Ford plant from customers recommending possible additions to the Model T, such as turn signals, self-acting windshield wipers, four-wheel brakes, and automatic transitions (43). Customers, especially farmers who made the most diverse use of the Flivver, wanted to participate in the development; to contribute to the automobile so as to make sure their individual demands would be reflected in the new models. Furthermore, by contributing to a widescaie, mass-produced, all-American product for themselves, consumers felt that they —the individuals —became significant at a level where they had had no voice before. Automobile manufacturers soon implemented effective methods to make mass-produced, similar cars unique, tailored to individual needs as the consumers demanded. In the upcoming decades more and more automobile parts could be personalized, adjusted to one's own needs, or equipped with personally chosen accessories. These parts that make the same models different are, for instance, the body that could be painted any color, the seat cover that could be of any material, the seats and wheel that could be adjusted, the car radios that offered a wide variety of choices in quality and appearance as well; today, even the license plates can be customized. One reason for the fall of the Mode? T was, in fact, a misplaced marketing strategy; namely, the refusal to add luxuries to the Model T, Ford's commitment to the common man was admirable, but he failed to perceive that people "did not want to feel common anymore" (Susman 140), especially in an age when Americans were becoming increasingly self-aware. In this changed world, as in the case of the automobile, the luxuries, the more convenient and more modern innovations help civilization to advance as far as human needs are concerned. In'Walter Engard's words, "To keep America growing we must keep Americans working, and to keep Americans working we must keep them wanting; wanting more than the bare necessities; wanting the luxuries and frills that make life so much more worthwhile" (Car Culture 149). By 1960, the purchasing habits of the nation had been altered by economic factors. Smaller and more compact cars were introduced on the market. But Americans nave not given up their desire for more stylish and extravagant models: the manufacturers came out with new 83
