Car buying and ownership was a far more intimate affair back in the 1950's that what we are used to today. Families would have long term relationships with their local dealer, often times knowing each other on a first name basis. "Targeted Marketing" -- as it has been called as of late, only existed in the form of a dealership hand typing an address to one of their known "prospects" -- often times past customers or those who came in for service. This collection of Mailers demonstrates this concept. You can see that a couple of them are sets from one person, who apparently saved them over the years (prior to me acquiring them at auction).