Lifeguard was the name of a 1956
safety
Safety is the state of being "safe", the condition of being protected from harm or other danger. Safety can also refer to the control of recognized hazards in order to achieve an acceptable level of risk.
Meanings
There are two slightly di ...
package marketed by the
Ford Motor Company
Ford Motor Company (commonly known as Ford) is an American multinational automobile manufacturer headquartered in Dearborn, Michigan, United States. It was founded by Henry Ford and incorporated on June 16, 1903. The company sells automobi ...
.
Spurred by
Robert McNamara
Robert Strange McNamara (; June 9, 1916 – July 6, 2009) was an American business executive and the eighth United States Secretary of Defense, serving from 1961 to 1968 under Presidents John F. Kennedy and Lyndon B. Johnson. He remains the ...
, the
Cornell University
Cornell University is a private statutory land-grant research university based in Ithaca, New York. It is a member of the Ivy League. Founded in 1865 by Ezra Cornell and Andrew Dickson White, Cornell was founded with the intention to tea ...
crash research program and the first year of Ford's own
crash test
A crash test is a form of destructive testing usually performed in order to ensure safe design standards in crashworthiness and crash compatibility for various modes of transportation (see automobile safety) or related systems and comp ...
ing (1955) the Lifeguard package included:
*Three standard features:
** A safety ''"deep-center"''
steering wheel
A steering wheel (also called a driving wheel (UK), a hand wheel, or simply wheel) is a type of steering control in vehicles.
Steering wheels are used in most modern land vehicles, including all mass-production automobiles, buses, light an ...
with spokes that would flex.
** Safety ''"double-grip"'' door latches to prevent occupant ejection in case of a crash.
** Safety rearview mirror to reduce broken glass if shattered.
*Two optional features:
** Front and rear lap only
seat belt
A seat belt (also known as a safety belt, or spelled seatbelt) is a vehicle safety device designed to secure the driver or a passenger of a vehicle against harmful movement that may result during a collision or a sudden stop. A seat belt red ...
s (first offered by Ford in 1955).
** Padded
dashboard For business applications, see Dashboard (business).
A dashboard (also called dash, instrument panel (IP), or fascia) is a control panel set within the central console of a vehicle or small aircraft. Usually located directly ahead of the drive ...
and sun visors (the padding was advertised as being more absorbent than foam rubber.) The instruments were recessed to minimize injury potential.
According to some, the buying public was unresponsive to the Lifeguard package, prompting
Henry Ford II
Henry Ford II (September 4, 1917 – September 29, 1987), sometimes known as "Hank the Deuce", was an American businessman in the automotive industry. He was the oldest son of Edsel Ford I and oldest grandson of Henry Ford I. He was president ...
to say: ''McNamara is selling safety, but Chevrolet is selling cars.'' though Ralph Nader and Joan Claybrook dispute this claiming that the package was extremely popular.
1957 update
In 1957, Ford updated the Lifeguard safety package with a new frame that bowed out to completely enclose the passengers, rear child-proof door locks, a front hinged hood to protect against the hood flying up in the wind, and recessed knobs.
Notes
{{reflist, 1
Sources
1956 Crown Victoria ''The Outsider. How Robert McNamara changed the automobile industry''
Automotive safety
Ford Motor Company