The Detroit times. [volume] (Detroit, Mich.) 1903-1920, 1910-10-06
AUTO CUT COMES
As A SENSATION
Rumors Already That Other Com
panies Will Follow EMF and
Reduce Price.

That the long-predictsd break In au-
tomobile prices IL now at hand. II the
generally current belief Of the woriu
OF motordom In Detroit, the condition
which has contributed the final in-
petus being the announcement Of the
EMF company which has reduced
the price OF It's EMF 80" from 81
ESQ to $1,000, In the announcement
printed ON another page OF this paper.
President FlandesS Of the EMF
company explains the action Of his
concern by the statement that reduced
prices OF material and manufacturing
equipment gathered at the expense OF
$7.000,000 have combined to permit
his company to make the change In
price without suffering any material
change In profits. While this state
ment IL not echoed a. yet by any OF
the other Detroit manufacturers. many
rumors are out, regarding similar re-
auctions IN prices.
The announcement Of the EMF
company was received with enthusi-
asm by the purchasing public, which
unanimously regards the new price as
an indication of revised standards.
Among the competing manufactur.
ers, however, the EMF companys &C
ton has resulted In conferences and
directors meetings at which new
policies were freely discussed. Had
the announcement been made by q
company Of smaller scope than the
EMF. 1t is possible that less OF a
sensation would have been produced.
The EMF company Is. however, &C
cording to the Official returns Of the
Licensed Association of Automobile
Manufacturers, the largest manufac-
turer Of 30-horsepower cars In the
United States in 1910, being exceeded
In output by but two concerns In the
association, each Of which specializes
in cars of a smaller type. It's position
In the matter Of price-standards Is
conceded and the force of its example
undoubted.
A manufacturer who prefers to re-
main anonymous Is on record with
denial of the statement OF Mr.. Elan
ders regarding q reduction In the
price OF material. The head OF the
EMF company. however, points out
that his concerns ability to produce
cars In immense quantities. coupled
with the fact that its product II built
complete In the EMF shops, places
II on q different plane from that of
the average manufacturer who is CON-
PEELED to buy In small quantities and
use parts for his car which are man.
ufactured In establishments to whom
he has to pay profit which 10 often
exorbitant.
A unique feature OF the EMF com
uany's announcement, 10 its fulfill
ment or prophecy. At the original
meeting OF the shareholders OF the
company. more than two years ago.
Mr.. Flanders outlined q policy OF
manufacture which he said. II carried
To its logical conclusion, would en-
able the company to market It's EN-
r $50" car for $1,000 In two years.
and would enable It to make cars OF
such quality that they could be sup
ported by a guarantee for one year.
The guarantee was put into eRect
Aug. 1. The lowering OF the price
was announced so close to that time
as to achieve the two goals or the
company almost simultaneously.
The announcement OF the EMF
company was made after its entlre
1911 product had been contracted TOT
ut the old price. The revised ngures
which are substituted In the dealers.
contracts have already drawn flood
of kilograms from all over the coun'
try, requesting increased allotments
Of cars.
Mr.. Flanders states that, even at
the increased rate of production
which will be possible this year. the
EMF company will be unquestion'
ably unable to fulAll the orders which
have accrued.