The Washington herald., 1911-02-12
THE OUTLOOK FOR
SEASON OF 1911
Interesting Forecast Con-
'cerning Auto Industry.

Consistency in the performance of mo-
| tor cars and the ability of the manu-
factuers to hold production to a rea-
| sonable limit will undoubtedly be factors
determining the health of the automobile
| industry during the season of 1911. Seri-
Gus questions frequently arise from re-
I spected sources as to the stability Of a
| business which has been the wonder
of modern trade circles, not because of
some inherent condition, but because the
motor car has gradually instituted meth
DDS in production, selling, and use never
before witnessed.
The continuation of this tenor from the
viewpoints of purchasers, owners, and
builders will have a more marked effect
upon many business lines this year than
in the past, and those guide posts which
indicate the trend tell an interesting
story. The advantages of automobiles
are indisputably recognized and 1t Is
known fact that about 100000 motor We
hiCles are now in use. whereas there
are in this country about loo, 900 families
whose certain annual income is at least
5000, people who are generally considered
able TO own motor cars. The demand,
therefore, can be relied upon. not only
theoretically, but actually, as judged from
current sales. However, the public Is
becoming more and more discriminating,
requiring proven quality in motor cars,
as well as elegant appearance. scale,
so TO speak has been established upon
which the several makes of cars can
be judged. with Gradauons which rec
ognize only harmonious combinations of
reliability and quality.
With the realization that the 1911 season
will be a wonderfully successful one, it
hoe FnrnUniynI hN- ms
that there must not be an overproduc-
tiOn. and that every car OF a reputable
make produced prior TO July l will find
a ready market. The seasons of 1903 and
1910 developed an increasing demand for
high-priced cars of proven worth, and
the makers of this class wisely kept their
production within the bounds of the de-
mand and in 1910 as well as in 1879 found
u ready market The sale OF low-priced
cars increased enormously, and no fault
can be found with this demand not
withstandinG that some of the large
quantity makers. who probably multiplied
their production many times over that
of the previous year. may have had on
hand at the conclusion of the season
some parts or cars not put out in time.
which consequently could not be absorbed
in the current buying period.
More than twice as many cars were
absorbed in this country in 1910 as in
1909 and in 1879 twice as many as in
1908. 1t is interesting to note that there
have been but one or two additions 10
the list Of high-priCed cars in the last
two years, probably because the public
will not accept upon appearance cars
which sell for a high price, but demand
a proof of their merit.
With these natural limitations, high
priced builders have increased gradually,
alwats feeling shortage instead OF an
oTerSrOduCtion. With a substantial cur
tailhent in the quantity OF medium
pAfed machines and the conditions cited
a ne, in the more select trade. there
is Ryery reason to predict a most sue
Tul year for makers who can promise
qlisck delivery before July l.