In the teeth of the Great Depression, Chevrolet redesigned its lineup, cut prices by $20-35, and christened the new 1931 models "Independence." This courageous strategy helped limit Chevy's sales slide to 8 percent when arch rival Ford's volume plummeted by 66 percent (some of which was due to Ford's plant overhaul for new '32 models).
https://www.hagerty.com/media/archived/31-chevy-street-rod-celebration-of-independence/
https://www.hagerty.com/media/archived/31-chevy-street-rod-celebration-of-independence/
