The sun. [volume] (New York [N.Y.]) 1833-1916, 1910-11-27
TO MAKE our CARS ABROAD
a. s. MOTORS Product TO mr.
iNGLgCIZED.
automobiles WIN Conform 10 the british
Taste and WIN Average Low In Price
Machines Devised for Middle Class
tluyrr, Who Has neen Ignored.


buyer. Who Has Bern Ignored.
Benjamin Briscoe. presid ent of the
United States Motors Company. has some
interesting things To say of the plan Ia
make and sell cars of American type and of
fairly low cost IN England. Mr.. Briscoe
got back Thanksgiving Day from the
other side, He was away three weeks
In that time he collected the vital figures
on the forei gn ant omob bile trade. pu; them
together. ske; ched OUT the lines .of the
Britt company the United International
Motors. Ltd. and got back again. ready to
60 ahead.
For on. thing this isn't going TO he \
dump Of American cars ON the British
market. Mr.. Briscoe learned when he WIS
over there that the British don't like Ger
tain things about American cars because
they don't conform to British ideas lie
learned too that il was waste of time To-
tempt To swing the British public around
to any other way Of thinking than the one
they have.
He says that II an Englishman makes
up his mind To q thing it's better to let
him have his wly about IL. Therefore
the cars that will be prrsenre i to the mot or
buying public will be American IN u
sense. But they will show such y Il erat ions
a. conform with the tast. abroad. that -
in England. and for the matter Of thar will
be AnglicZei American ears. They
won't be known as Maxwell or Stodla r,i-
DAYTON or Columbia or what not. he
cause they won't he completely any one
of those types. They will be- known a.
L. / NJ cars
Prices will range from EII5 tn c215
The 1911 product of the l. / VI. factory
II Ia br I.HD cars These two statements
are not at all surprising {" Americans
perhaps. bu; they mean something rcvo-
lutIonary in England For instanc. Eng
land. which is the leader in quantity ana
value in Europe in aut omob.le manu-
fACture this wear. a. she was Last made
only about 1900 cars in 1909 France
manufactured i?.VO and Germany 5000
The l. = Motors alpn" made about
b O0O cars, and the American product was
perhaps 10000 cars Mr. Br-CO" says
the idea of wholesaling produCt dnes no.
occur TO th" foreign maker and he does
not car" for the idea III eConoIniZing men
For in~tanc" one man IL Used To- end on"
gear cult ing machine IN England H. This
country n" might look after four
The main thing bout IN. Brit .sh s.tria-
ton il that over Their" tn. ears Of less than
zoo cost are JUS Sax And they are
jokes Mr. Briscpc saws They DO not
come near the car of that c"st III this
country Tn. British manufacturer
makes for the class.~S NOT the Iuass"- and
the idea over there si;!! IL that TIA. auto
mobile Is u luxury.
IL 49,
Briscpe. tina. the airomobIl. ~ useful IN
getting about and can be made - hat
il il less costly taken all IN al than IA"
horse drawn vehicle. They never hav"
thought apparently. that " would he
worth while {" make IA car TO-, the middle
class Of course for one thing the me
Chanical svs;.u. - not on line that WI
permit of scaling down costs They
haven't deyOt-Cs themselves to the prob
why I think the English ituat ION presents
q I'm. chancs for u.
Mr. Briscoe went IN 10 explain som"
other differences in -!t'lat ion bet vee' ~"
American motor buyer and tn" Brush
CONSUMER n" said that IN England many
folks hay" funds inv,-~t.Si on the IrCu'i!'.S
of which they liv. |: they buy auto
mobiles II L. "A case of DOING II with tn"
principal. So they have to figure tn"
thing ont very carefully.
against every sort Of thing Dam. &C..
depreciation and tn" Ike ar" insured
against ~ VARYING premiums, and long
h"tOr" tn. BrItOn iak"- unto himself car
8 hat ~ a man II ne, IN" greatest wealth
he has the thing al cIphereh nNi The
American buys an aut p'nob!l" and expects
To- raw for II and it, upk"ep hv making
"A lIttl. NOR. money next year.
Although UD cars seems "A great output
TO England 1t isn't much for THIS country
Tn" reason that II - Ia IN. comparatively
small ~ that the factory aCcommota' ions
will b- limited and the ears will b. turned
out with l.-,- r;IpiIitv. Then again there
- NJ de-ir" tn aSt prIni the British 10y
making too big i turnout.
A. to tn" sent luent against American
motor cars Mr. BTIsCo" said This II
heated term politically IN England The
Conservatives have been making much Ot
tariff reform, and m" int ended INVASION of
their country bv u~ was 'Isad a. political
m..'erlal Speeches. were aimed AT ~
Just for political capital. and there war
much talk If us corning over {" take the
wages nur Of the Brit I-h mechanic = mouth.
Now ~ a matter Of fact III" ngur-S ]
collected snow that the aVcrtg" wag"
Of I'll. sort Of mechanic we want - 10 cents
an hour IN England And top not Oh men
they are. over here We paw ID cents
An hour for the samesorr If work bo you
beII.v. THAI We ar. going to KICK on paying
10 cents IN England Not much. nor
II either. 40 Won can see lu-t what som"
of that talk Amounted to
As matter 81 fact the L. VI. Will ha
thoroughly English and practically
British factory II will b@ a rH-" solely
Of adapting the American cars 10 = foreign
surrounding
Average prices Of automobiles IN Eng
land range about 81 800. MIR Bri-Co.'-
rusty book ~ figures shows. Tn" averag.
price is about 81 .3nO IN rhi- country. Tn.
81 about one-sIxth os the
1911 product at an average Of say $3.50
will bring the English figures down some
what.
Cars Of the United States Meters Com
pany have had u comfortable sale IN Eng
land recently. Mr.. Brlscoe reports In
tn. show tim. and while he WAS there
about JsS were dispO-sd Of
Americans have n1' cultivated the mar
ket h.. believes Last wear American
cars cUmpoes.i only 80 per cent Of the
imports in England The other coun, ries.
France IN part ictIlar. sold many there and
Hi IL by yielding 10 British ideas MIR
BrIscoa IL perfectly clear that no man can
force on the British market anything the
Briton~ don't want
The L. l. VI plant in England will make
cha--e-. which will be sent TO Germany
Tor assembling with the body. American
,r T. / VI cars will be- sold complete. not
" The chassis alone. a. is the British and :
Continental plan.