Lifeguard was the name of a 1956 safety package marketed by the
Ford Motor CompanyThe Ford Motor Company is an American multinational corporation based in Dearborn, Michigan, a suburb of Detroit. The automaker was founded by Henry Ford and incorporated on June 16, 1903. In addition to the Ford, Lincoln, and Mercury brands, Ford also owns Volvo Cars of Sweden, and a small stake...
.
Spurred by
Robert McNamaraRobert Strange McNamara was an American business executive and the eighth Secretary of Defense, serving under Presidents John F. Kennedy and Lyndon B. Johnson from 1961 to 1968. Following that he served as President of the World Bank from 1968 until 1981...
, the University of Cornell crash research program and the first year of Ford's own
crash testingA crash test is a form of destructive testing usually performed in order to ensure safe design standards in crashworthiness and crash compatibility for automobiles or related components.- Types :...
(1955) the Lifeguard package included:
- Two standard features:
- A safety "deep-center" steering wheel
A steering wheel is a type of steering control in vehicles and vessels ....
.
- Safety "double-grip" door latches to prevent occupant ejection in case of a crash.
- Three optional features:
- Front and rear lap only seat belts
A seat belt, sometimes called a safety belt, is a safety harness designed to secure the occupant of a vehicle against harmful movement that may result from a collision or a sudden stop...
(first offered by Ford in 1955).
- Padded dashboard
A dashboard, dash, "dial and switch housing" or fascia, is a control panel located under the windshield of an automobile. It contains the instrumentation and controls pertaining to the operation of the vehicle...
and sun visors.
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Lifeguard was the name of a 1956 safety package marketed by the
Ford Motor CompanyThe Ford Motor Company is an American multinational corporation based in Dearborn, Michigan, a suburb of Detroit. The automaker was founded by Henry Ford and incorporated on June 16, 1903. In addition to the Ford, Lincoln, and Mercury brands, Ford also owns Volvo Cars of Sweden, and a small stake...
.
Spurred by
Robert McNamaraRobert Strange McNamara was an American business executive and the eighth Secretary of Defense, serving under Presidents John F. Kennedy and Lyndon B. Johnson from 1961 to 1968. Following that he served as President of the World Bank from 1968 until 1981...
, the University of Cornell crash research program and the first year of Ford's own
crash testingA crash test is a form of destructive testing usually performed in order to ensure safe design standards in crashworthiness and crash compatibility for automobiles or related components.- Types :...
(1955) the Lifeguard package included:
- Two standard features:
- A safety "deep-center" steering wheel
A steering wheel is a type of steering control in vehicles and vessels ....
.
- Safety "double-grip" door latches to prevent occupant ejection in case of a crash.
- Three optional features:
- Front and rear lap only seat belts
A seat belt, sometimes called a safety belt, is a safety harness designed to secure the occupant of a vehicle against harmful movement that may result from a collision or a sudden stop...
(first offered by Ford in 1955).
- Padded dashboard
A dashboard, dash, "dial and switch housing" or fascia, is a control panel located under the windshield of an automobile. It contains the instrumentation and controls pertaining to the operation of the vehicle...
and sun visors. The instruments were recessed to minimize injury potential.
- Safety rearview mirror to reduce broken glass if shattered.
The buying public was unresponsive to the Lifeguard package, and
Henry Ford IIHenry Ford II , commonly known as "HF2" and "Hank the Deuce", was the son of Edsel Ford and grandson of Henry Ford...
said:
McNamara is selling safety, but Chevrolet is selling cars
Sources