SOUVENIR PROGRAM 1 R TERNATIONAL WAR MEMORIAL FEB. 1-B The most beautiful thing that ever happened to horsepower It steals the show wherever you go-the long, ,Clean, poJ!?erfu'l1958 Edsel When you see an Edsel come up from vanced V-8's on the road. But the Above: Edsel Citation 4-door Hardtop. the distance, with the road all to only way to really know the usable Engine: E-475, with 10,5 to one com­ itself, you begin to get the idea. power and elegant poise of the Edsel pression ratio, 345 hp, 475 ft.-lb. torque. -and the value of such famous Edsel Transmission: Automatic with T eletouch And when you're the man behind the Drive (shift buttons on steering wheel hub). wheel, with the highway rolling out advances as Teletouch Drive and Brakes: self-adjusting. Edsel Air Suspension-is to drive this under that long, straight Edsel hood, EDSE L DIVI SIO N • FORD MOTOR COMPANY you know: car and compare it. Car for car, Edsel gives you most-and is priced the This is the most beautiful thing that lowest-of all medium-priced cars.* ever happened to horsepower. See your Edsel Dealer soon. You can guess a lot from the Edsel's *Based on comparison of suggested retail de­ 1958 clean, road-ready look-and the 345 livered prices of the Edsel Ranger and simi­ horsepower rating of the most ad- larly equipped cars in the medium-price fi eld. EDSEL Of all medium-priced cars, the one that's really new is the lowest-priced, too! w. E. COOKE A. M. PIEH.LER E. C. ScHOEN President ViC£'-President Secretary Officer3 and :lJireclor3 E. J. HoRTON .T. C. DoHSCHEL TrPasu.rer Dirr.ctnr w. C. HEHI'IU( F. A. }ONF.S E. J. M ILLEH 11 . C. BucKMAN DirPctor Director Director Director . I 9 ~ 8· r--r----~rv R e c. 1-1 E.~ T £ RN T E RNA T I 0 N A L lV IMPERIAL EDSEL A U TO ":> H .O'V · ~y o/ w lV ALFA ROMEO, AUSTIN- HEALY CHRYSLER CHEVROLET OLDSMOBILE MG, MORRIS, DKW ~ ' 5"" ' ~ ~ ~ tv liZ · ~- ENGLISH FORD FORD CADILLAC DESOTO VOLKSW ~GEN · SIMCA Q~ ~ ::10 [J [J < ;........~ m ~ . ::10 ""'·~ I!V w · ~BO~GWARD ""'• CITREON 5"" FACEL-VEGA ~ DODGE PLYMOUTH BUICK, OPEL GOLIATH HILLMAN JAGUAR Q~ Q RENAULT " ~ w ~ ~ ~ w w w w N N N 1'0 N ~ w f'-' 0 :0 00 :-' (]\ w ~ I OJ V> r -< ;o Gl 0 V> STUDEBAKER ;:: m > c 0 0 m < z ;o z z c r z m ~ PONTIAC · LINCOLN z () z -;< m ;o =i PACKARD MERCURY I m ~ Q 0 ::t> I N I RAMBLER z I r r (i;l > rtl m VAUXHALL CONTI NENTAL r z -t r > ;o MERCEDES- () 0 · ~ ::! ~ BENZ 9 ~ ~ ;o 0 --i 8 z m --i - I § ~ ;o ;o0 () ~ --i "TI () ;o ri c 0 r V> rir m --i m V> V> C 0 U 10. T - ~TIt E E 'T · Safety Plate Glass Used Exclusively In All Models visit the display and see . Motordorn's M asterpiece ·for 1958 On exhibition in the Cadillac display area you will see Fleetwood coachcrafting will reveal that it is motordom's the finest and most advanced motor car ever to bear the masterpiece in luxury. And, if you will make arrangements celebrated Cadillac name. Certainly, one glance at its to drive the magnific@nt 1958 Cadillac at your earliest extraordinary grace and symmetry will tell you that it convenience, you will discover that it is also motor­ is motordom's masterpiece in styling. One look at its new dom's masterpiece in performance and handling ease. Your Authorized Cadillac Dealer is looking forward to acquainting you with ~ ~- all Ule new Cadillac models, 'including the distinguished Eldorado Brougham. ..-o .. - .... ., ••o...., .,,.,. .. 1958 CHEVROLET .....YOURS FOR A SONG .. AT YOUR ROCHESTER CHEVROLET DEALER! Buy it for a song ... and we'll go along with terms you can afford to pay . ! BROWN FREAR CHEVROLET 769 CHEVROLET 1110 HEINRICH MOTORS, INC. 214 :Jhe 1958 Auto Show al a (}lance. • • WHEN: February 1 - February 8 ... INCLUDING SUNDAY, February 2. HOURS: 1 P.M. to 10:30 P.M. daily. WHERE: Exhibit Hall of Rochester's Community War Memorial. SPONSOR: Rochester Automobile Dealers' Association, Inc. EXHIBITS: 1958 Models of the following American makes: Buick, Cadillac, Chevrolet, .Chrysler, DeSoto, Dodge, Edsel, Ford, Imperial, lincoln, Mercury, Oldsmobile, Packard, Plymouth, Pontiac, Rambler, Studebaker. PLUS the following foreign makes: Alfa Romeo, Austin-Healy, MG, Morris, DKW, English Ford, Simco, Volkswagen, Opel, Borgward, Gtreon, Facei-Vega, Goliath, Hillman, Jaguar, Renault, Saab, BMW·Isetta, Metropolitan, Mercedes­ Benz and Vauxhall. PLUS The Cornell-liberty Safety car and other experimental models; Cut-away Models; Motorcycles, Accessories and related exhibits. DECORATIONS Because of the large number of imported cars being exhibited this year, this AND THEME: has been named Rochester's "INTERNATIONAL AUTO SHOW". Decorations will employ bunting and flags to enhance this "international" motif. Entertainment will also have an international flair with strolling musicians representing various European national groups. ADMISSION: 90¢ including tax. Children under 12, half price. T·HREE 1958 CARS As an added feature of this 1958 Rochester International Auto Show, a 1958 TO BE GIVEN AWAY Chevrolet, Ford and Plymouth will be given away by the R.A.D.A. with drawings to be held at 10 p.m. on Monday, Thursday and Saturday evenings. THIS IS NOT A LOTTERY. No purchase is necessary. Winners need not be present to win. Prize tickets and drop-boxes are located outside the show entrance and prize tickets will be available free of charge during show hours. SHOW MAINAGER: Edward C. Schoen, Secretary of the Rochester Automobile Dealers' Assoc., Inc. SHOW COMMITTEE: Wm. E. Cooke, Chairman; E. J. Horton; E. C. Schoen; A. M. Piehler; John Dorschel; B. Clark Buckman; Edward J. Miller; F. A. Jones; W. G. Herpich. • • The most glamorous cars at the Auto Show The Mighty Chrysler Windsor is an all-new luxury car now in a lower­ priced field! It otTers exclusive Tor­ sion-Aire Ride, new Luxury Look interiors, Pushbutton TorqueFlite, new 354 cu. in. Spitfire V-8 engine, and dozens of other luxury car features ... 1958 CHRYSLER all for the cost of a medium-priced car! Don't miss it! And be sure to see the Chrysler Saratoga and New Yorker . all-new glamour cars of AND The Forward Look! The Triumphant Imperial for 1958 is the epitome of luxury in motoring. Notice its breath-taking style ... examine first-hand the industry's fin­ IMPERIAL est engineering assembled in one magnificent car .. enjoy its marvel­ om;ly-appointed interior. This is your chance to inspect closel y the new leader among America's fine cars and see why Imperial is the nation's most­ wanted fine car. SEE YOUR CHRYSLER AND IMPERIAL DEALER By William E. Cooke, President Rochester Automobile Dealers Association, Inc. During recent months it would seem to the casual I think that everyone will agree that the product listener that there is more than the ordinary amount we have to sell this year is, by all odds, the finest of ·defeatist talk going around. This pessimism is not product that we. have ever been able to offer the pub­ by any means confined to the automotive industry, but lic. In engineering, or styling, or in both, the new auto­ seems to be shared throughout a rather broad segment mobiles are genuinely different and substantially im­ of American business. proved over the 1957 models. The mild increase in It would not be difficult to prove, that in most prices has been given more than its share of publicity. businesses the year 1957 was a very profitable one. As Actually, when payments are spread over 36 months, a matter of fact, when the final figures are in, it may · which is the payment set-up for t~e average buyer, the well develop that 1957 will rank as the third best sell­ increaie becomes relatively small. ing, year in history for the automotive ipdustry. Most sources estimate a slight improvement in new Unfortunately, in business, management is sensi­ passenger car sales in '58 over '57. This would indicate tive to "talk", whether of an optimistic or pessimistic approximate sales of new units for 1958 to the amount nature - and pessimistic talk can sometimes actually of 6.2 million. have a retarding effect on business. In very brief summary, I would like to say only this: It is my feeling that we are in for a good year. The -We have the potential buyers - we have the finest latter half of the year will probably be considerably product that we have ever been able to offer. Perhaps better than the first half of the year. The market is, the greatest thing that we have to fear is our own sales in general, in a healthy condition. The clean-Hp prob­ psychology. The present Automobile Show should do lem which in past years has plagued dealers, does not mach to stimulate sales throughout the local automo­ seem to present a major problem this year. The over- tive industry. I think it will ! And I think that the . buying of new units which took place in 1955 is grad­ impetus will continue to bring beneficial results for ually being overcome, and many of the 1955 purchasers ' automobile dealers and automobile owners through­ should be potential prospects for the new 1958 models. out 1958! · A Community Event and a Public Service By Edward C. Schoen, Show Manager and Executive Secretary of the RADA For neady half a century the Rochester Automobile The cars in Rochester's earliest auto show had ad­ Dealers' Association has been staging an annual auto vanced little beyond the horseless-carriage stage.