Los Angeles herald., 1909-10-17
STUDEBAKER IS
EXPLICIT GIVING
INSTRUCTIONS
COVERS CLEARLY QUESTION
OF SEASONS MODELS
COMPANY PAYS NO ATTENTION
TO TIME FOR CHANGES
Explicitly Explains Position of Agents
Seeking and Waiting for New
Model Cars and Loss
to Them
CONTINUED from Pnre One,

NEOnfinueu from AiiAb OHEl
Been at the other end and had to
write the "ad" that handed you a body
blow-argued against it, but was pow
erless. The answer was, THE dealer
dotes on new models" It's too bad
but Wen have to hand them to him.
Factory can't stop, so If d few cars
get caught it's their own lookout. Any
way, it isn't our loss-he has the cars
and they're paid for" Some dealers
got sore and went over to other max
ers-thereby more than ever contra
dieting themselves-but they found
they had only jumped from the frying
pan into the fire-the custom was uni
versal. The custom was fixed-until
Studebakers entered the field.
Now the fundamental principle of
Studebaker sales policy is If our
dealers don't make money our own sue
cess will be short-lived" And Stude-
bakers are strong in the belief in the
long run" And the entire sales and
advertising policy Is based on that be-
lief-directed by that consideration.
Can you appreciate how much more
pleasant my job is now?
Studebakers don't care how others do
things. They know how Studebaker
success was made; they know how 5000
dealers. that have handled only Stude-
baker vehicles for twenty-five to thirty
years, have become ndependent-most
successful in that industry-and of
course the most loyal
So Studebakers started out to cor
rect lot of abuses in the automobile
business. The season model idea was
one of the worst Sooner or later it
gets every dealer. Some year the
best gets caught and his profits are
swept away. So we determined to pro-
tect him against this very system that
he has been so fond of.
Studebaker models-Garford 40; f
M-F 30; Flanders 90; eIectrics; power
vehicles or any others, will be changed
in any detail that develops weakness
mot at the end of a given season
not Just in time for New York show
but just as soon as the new design,
the jigs and tools and dies can be
made and the new part put through
the factory. And in all likelihood no
the same time. No reason why they
should be.
There will never be 1910 model"
Nor a "1911 model" Changes will he
made whenever possible at the end Of
a run of cars-say 5000 in case of
EMF 80" Ten thousand in case Of
Studebaker- Flanders 40" or 1000 Gar
ford "40's." But this even will not be
arbitrary. Why make up 5000 sets Of
defective parts if the change can be
made at the end Of 1000. If the part
is really defective we will replace it
gratis anyway--surely we don't want
to replace any more than we have to.
Of course the factory can't be stopped
that would be a terrible injustice to
the dealer-and some parts will have
TO be sent out that we know we will
replace later But naturally we want
10 hold these down as much as pos
sible.
Are you beginning to see how this
system cures MANY ills that have af-
1icted you as well as the manufsc-
turer?
Do you see now where your competi-
tors argument about his forthcoming
"greatly improved model will fall fiat
beside your argument as we've out
lined it above?
The customer has sense. He'll al
ways distinguish between a fact and
an argument He'll appreciate the diff
ference between A standard product
and an annually changing one. And
you'll find the other fellows Season"
model will be the strongest argument
you can use against hm-the never
ceasing efforts of Studebakers to per-
feet their product from month to
month and year to year and to pro-
tect the customer always will be your
strongest point.
We write you of this subject and at
this length for two reasons:
First-Because the more you know
about our reasons for doing things our
way the better you will be able to CO.
operate and to reap your part of the
profits from this policy.
Second--Because We are just about
to announce to the world that there'H
be no 1910 model of Studebaker F.
MF go and we apprehend that.
having been accustomed to the old
method, you will at first be disap-
pointed that you are not to have a
1910 model to meet the other fell
lows with.
We are making that announcement
So as to insure you an uninterrupted
business during the next few months.
when, if you and your customers were
waiting, expecting something radical
ly different. you would simuly do no
business in the meantime You'd lose