The Marion daily mirror. (Marion, Ohio) 1892-1912, 1910-12-17
Detroit, December 3, 1910.
To CADILLAC DEALERS:-

To CADILLAC DEALERS:-
A few days ago we received letter
from one of our dealers I'm which he
made the statement that he had two
customers who were holding of plac-
ing their orders for Cadillac cars be-
cause uhey wanted to "wait and sec IL
the Cadillac does not reduce its price. -
We are glad this dealer wrote US.
because IL prompts us TO write every
other dealer that they may know
where this company stands on the
price question.
First, permit us TO say that no max
cr who is producing u car made as Il
ought to be made. and selling IL ut no
more than legitimate margin of
profit can, under present conditions
OF the material and labor market. re-
duce his prices and stay i'm business
Whether the Cadillac is made rs II
ought to be and sold at a legitimate
margin of profit has never even been
n subject of argument by any one with
the slightest conception of motor chr
yalues.
The Cadillac car has always been
sold upon n close margin of manu-
featuring profit. Never I'm its history
has this applied with greater force
Than with the Cadillac car of today.
The Cadillac Company has never
failed to avail itself of any practical
manufacturing economy when il
could be done without detriment tn
its product. to its dealers or to Cad
lilac users. And the user has always
been the beneficiary of those econ
eI.
part, but because we believed IL to
be good business policy. Experience
has proven the correctness of that
theory.
The price of the 1911 Cadillac was
announced In July, 1910. the standard
car with standard equipment. ut Sf7O0
II. O. B. Detroit. The cost of pro-
ducing the car Il greater today than
when that price was announced. Could
conditions have been forcsccn the
are that the price would
hnve been fifty to one hundred dol
lars higher. As to the question of
reducing that price, nothing has been
fuIv,her from our consideration. IL
would he an impossibility without do
iiyg business at n loss.
We believe we are safe In saying
that the Cadillac car, with its high
standards maintained, could not be
by any other existing |
at an actual production
cost as how as it, present retail selling
price; much less could IL he produced
to scil at that figure.
To produce given quantity OF
cars but confning the output of the
winter months TO the actual number
for which there IL immediate sale ana
doubling that quantity during the
spring months would damand "A vast |
increase in equipment and n tempor-
airy increasc in men TO take care OF
the heavy months. The result would |
lse that during the lighter months.
n large portion of the equipment
would remain idle and that the organ
ization would be materially disturbed.
IL woaid mean continual reorganiLa-
tIon. it
To produce car of Cadillac quail
fly NJ the Cadillac price, neccssitates
every manufacturing advantage. III.
Organization must be preserved III
tact and the entire equipment must
be utilized throughout practically the
entire year. Any other method would
mean greater manufacturing cost
ana therefore n higher selling price.
This Company has planned to pro-
duce between eleven and twelve thou-
sand cars for the 1911 season. More
than three thousand five hundred OF
tiiose cars are already In the hands OF
users. We have contracts In the mousse
every one of the remainder
10 produce which will tax our capacity
TO the utmost.
Every car we shall build Is scheu-
uIcd TO go TO some Cadillac deaier on
"a specffied date. Many OF these ucaI-