TOYOTA AUTOMOBILE MUSEUM TOP EXHIBITIONS/VIRTUAL MUSEUM From Mass Production and Popularization to Motorization The popularization of the automobile spurred economic growth in the U.S. and simultaneously provided material prosperity to many Americans. However, the very people who had enjoyed the Model T and admired its practicality were the ones who gradually became dissatisfied with its simplicity. It was at this point that powerful rivals emerged to challenge the Model T in the U.S. market. Automobile Popularization: Europe Challenge to Ford's Model T European Reaction to Model T End of Ford Model T; Birth of Model A

In 1915, Chevrolet released the 490 to challenge Ford's hold on the market. The 490 adopted a three-speed gear transmission for easy operation, as opposed to the Model T, which required particular driving skills to operate its planetary gears. Equipped with an OHV engine, the 490 represented a marked improvement in serviceability and maintenance. The 490 quickly stole the market share from the Model T and even came to threaten its position. The Essex originated from the small-car division of the Hudson Company in 1921. The sedan model Coach was a rare exception to the common touring of Phaeton models of that period. Following World War I, the Essex rode the wave of popularity for sedans and proved to be a hit with its upgraded design and affordable price. Ford was caught by surprise: the upgrading of the popular car had begun. In the relentless challenge to surpass the Ford Model T, Chevrolet aiming for a more powerful and smoother car introduced the Series K in 1925. Two years later, the Series K beat the Model T in production output and established itself as the world's top seller. The car was a landmark also in being the second mass-production model after the Essex to have an affordable closed body.

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