What is the history of selling say 2025 models in 2024? Why does the car industry do this?
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The 1946 Studebaker went on sale in October 1945. “First by far with a post-war car.” Because Studebaker’s own military designs were cast in stone, their design and process people didn’t have a whole lot to do during the war. Reportedly they had been planning a new model since the middle of 1944. On VE Day the decision was taken to finalize the design and start tooling up. The rest of the industry was stunned that tiny Studebaker was ready with a new model so soon after VJ Day.
This might have carried on for just a few years if we’re not for the advent of television. Even before we figured out what to do with the medium, as the weather turned cooler and more people were staying at home there was a cluster of high profile television programs scheduled in the autumn. This was the time to promote your new, or newly revised, cars.
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