In the United States, automobile racing in the years around 1910 was drawing the biggest crowds in American sports history. It began to regain popularity following World War II. By the mid-1950s motor racing had again become a high-ranking American spectator sport, and by 1969 estimated attendance was 41,300,000, higher than that for baseball or football. Only horse racing showed a total higher than auto racing. In the 1950s and ’60s American manufacturers returned to testing new engineering designs at automobile races (a standard practice in 1900–30). Ford was most successful, winning the Le Mans 24-hour Grand Prix race—the first American-built car to do so—in 1966 and 1967 and producing, in a remarkably short time, a racing engine that dominated major American tracks.

The public now craved performance, and the V-8 engine, increasingly with high compression and overhead valves, became near-universal in the United States. More and more cars were delivered with automatic transmissions, first used by Oldsmobile in 1940, which made it unnecessary for the driver to shift gears. Air conditioning, an unsatisfactory experiment before World War II, was again offered, and the introduction of a compact system by Pontiac in 1954, capable of installation completely in the engine compartment, resulted in greatly increasing popularity.

From the 1930s onward, cars had become more streamlined. Fenders became part of the body, as opposed to appendages on it. To provide contrast on otherwise undistinguished shapes, designers began applying bright, chromium-plated trim and adopted multi-toned colour schemes. By 1956 most cars could be ordered in three different hues, and three years later the Cadillac, which in 1948 had pioneered fenders fashioned after the tail fins of airplanes, boasted taillights nearly four feet off the ground.

American compact cars

While the size of the standard American motorcar increased steadily from the late 1940s to the early 1960s, a small segment of the population was demonstrating a preference for smaller cars and for comparatively uncluttered styling. The success of the Volkswagen and other small cars, bolstered by the 1958 recession, eventually led the major American producers simultaneously to undertake the production of automobiles generically termed “compact.” With wheelbases of 106 to 110 inches (269 to 279 cm), the Ford Falcon, Chrysler Valiant, and Chevrolet Corvair were smaller than most American cars but still larger than the average European models. By the mid-1960s a demand for more highly individualized luxury models of compact size had brought lines of “intermediate” cars from all manufacturers. The Ford Mustang, basically a Falcon modified into a sporty coupe, set the pace for a new genre of what came to be known as “pony cars.” A similar exercise in “market engineering” at General Motors created the “muscle car,” an intermediate-size car with a large engine from the top of the line, as typified by the Pontiac GTO.

Japanese cars

Although Datsun (Nissan Motor Company, Ltd.) had been making cars since 1914, the majority of automobile production in Japan before 1936 came from a subsidiary of Ford in Yokohama. As a result of laws requiring local ownership, however, Datsun and Toyota Motor Corporation, the latter originally a textile machinery company, dominated from that time. Post-World War II recovery was slow, a mere 13,000 cars produced in 1955, but both firms began exporting to the United States in 1958. The first such car to sell in any quantity was the Toyota Corona, introduced in 1967. While $100 more expensive than the Volkswagen Beetle, it was slightly larger, better-appointed, and offered an optional automatic transmission.

The 1970s were stagnant years for American automobile design, as engineering was directed toward meeting safety and environmental regulations resulting from laws enacted by Congress beginning in 1966. Engines were modified to emit fewer pollutants, at first sacrificing efficiency, although fuel shortages and price increases during the decade made this a counterproductive approach. Safety advances included redundant braking systems, seat and shoulder belts, and strengthened bumpers. The availability of fresh designs with high perceived quality from the Japanese manufacturers, however, severely tilted traditional buying patterns. Honda, formerly a motorcycle manufacturer, offered an advanced compound vortex controlled combustion (CVCC) chamber, which easily met American emissions standards at a time when American manufacturers were arguing that it was impossible. Honda’s Accord model, introduced in 1976, offered refinement and economy superior to comparable American models, albeit at a slightly higher price. The Accord was an immediate hit and resulted in construction of a Honda manufacturing plant in Ohio, the first of what would be many “transplant” operations. In 1989 the Accord became the best-selling passenger car model in the United States, a position that it held in many subsequent years.

From station wagons to vans and sport utility vehicles

Until 1948 the station wagon had been a utility vehicle, with a wooden body and little in the way of creature comforts. In 1949 Chrysler introduced an all-steel wagon in its entry-level Plymouth line. Within three years all manufacturers were offering them, and a genre of utilitarian yet stylish family transportation vehicles was born.

By the mid-1980s the station wagon became largely extinct as the front-drive minivan rose in popularity. Essentially Issigonis’s Mini packaging applied to a larger box, the minivan featured a transverse power package with the rest of the vehicle devoted to passengers and cargo. The first example was the Dodge Caravan, which was quickly imitated by others and taken up overseas, where it was known as a multipurpose vehicle, or MPV. General Motors introduced a wholly new range of transverse-engine front-drive sedans in 1980, paving the way for this to become the dominant automotive architecture within a decade. These were generally smaller and lighter than their predecessors and were powered by smaller engines. The V-6 engine soon replaced the V-8 as the most popular choice.

The 1990s exhibited another change in customer preferences, as the medium-sized four-wheel-drive vehicle, a descendant of the World War II Jeep, became immensely popular. Generically known as sport-utility vehicles (SUVs), the type eventually reached luxury nameplates like Cadillac and Porsche. Derided by some as a frivolous fashion statement and unwise use of resources, the SUV craze was aided by stable fuel prices in the mid-1980s. At the beginning of the 21st century, most manufacturers were introducing smaller, more carlike “crossovers,” a trend that intensified through the first decade of that century as the rising cost of gasoline dampened enthusiasm for full-size SUVs.