Could you imagine a car manufacturer running this commercial today?
This is a 1969 commercial introducing the 1970 Ford Maverick, with a group of American Airlines stewardesses practically taking the car apart and putting it back together.
There was actually a reason for it.
Ford marketed the Maverick as “The Simple Machine.” It was supposed to be simple to buy, simple to drive, simple to maintain and — most interesting to me — simple to repair yourself.
And Ford wasn’t kidding.
Period advertising proudly pointed out that the Maverick owner’s manual contained 24 pages explaining maintenance jobs owners could perform themselves, including changing spark plugs and adjusting ignition timing. Ford even advertised that the fenders and grille could be replaced in a matter of minutes.
Think about how different that sales pitch sounds today.
Modern cars are safer, cleaner and far more sophisticated, but they’re also filled with computers, sensors, electronic modules and software. Some repairs now require proprietary diagnostic equipment, programming or electronic authorization. The Federal Trade Commission has even examined manufacturer restrictions involving parts, repair information, diagnostic software and components electronically paired to individual vehicles.
So while you can certainly still work on your own car, there are a lot more barriers between the owner and the machine.
Ford was selling almost the opposite idea in 1969:
Buy our car because you CAN work on it yourself.
The strategy apparently worked. The Maverick started at $1,995, Ford reportedly received more than 22,000 orders in its first three days, and nearly 579,000 were produced during that first model year.
A car company encouraging you to grab a wrench and fix your brand-new car yourself.
Do you miss when cars were simple enough that you could actually work on them in the driveway?
