The Detroit times. [volume] (Detroit, Mich.) 1903-1920, 1911-08-12
YEAR
FOR AUTOS IN 1872
Local Manufacturer Predicts Glow
ing Future for American
Made Cars.
BY HUGH CHALMERS.

With great many OF the standard
cars for 1912 already announced. and
with new manufacturing season
well under way, have no hesitaney
in predicting that 1912 will be most
prosperous year for the automobile
industry.
do not say this as mere matter
OF form, but because believe IL.
Every large manufactures OF motor
cars Is vitality interested In the pros
poets for business. | know of many
men In the industry who. after care
full investigation of conditions. have
arrived at the same opinion as my
self.
In my opinion success In the auto
mobile industry depends upon the so
luton OF manufacturing problem.
The days Of rapid fire manufacturing
and selling. Of pyrotechnics and hail
fellow-mellmet methods are past. We
all know that water will reach It's
level. II cannot flow up hill and II is
bound to flow down as soon as some
OF 1t il drained away.
The water has been drained out or
the automobile industry.
I believe there is "a tremendous
market both In the United States and
abroad for American-made automo-
biles. / consider this market will last
not only this year and next year but
for many years TO come. Yet II Ia pos
sible In any one season to food this
market. Over-production is the great
est danger OF the automobile industry;
or. at least. to those manufacturers
who do not Immediately realize that
building and selling automobiles is a
manufacturing proposition just like the
building and selling of any other COM
modify.
| think some manufacturers OF au-
tomobiles hav. q not yet come TO a full
realization of the fact that they can
build too many cars. Those manu-.
factureFs, Il surmise, are apt TO find
1912 very hard season before they
are through with IT, There are some
who may find themselves In serious
difficulties In the next couple OF years
unless they plan more conservative
operations than they have attempted
In the past
Every manufacturer must realize
that for every thousand Of population
there Is only certain percentage Nof
men OF enough means to buy motor
cars. The automobile manufacturer
must consider his market. The per-
centage OF people OF means in every
community Is almost as exact as the
mortality rates. Only trouble can re-
suit from trying TO go beyond the
fact.
In my opinion the future of the au-
tomobile industry lies In the thorough
ly standardized medium priced cars
The higher priced cars have a much
more limited market than the medi-
urn priced cars. They cannot be built
In as large quantities. and yet, quite
as elaborate manufacturing facilities
are required for their production.
l believe, too. that the market fol
the American medium priced car will
extend to all OF the automobile cen
tiers of Europe.
! But the medium priced car which
| Is to be a continued success must be-
well built, well finished and vel
equipped. II NUT be able to compel,
with high priced car, without discredi
to It's owner. To this end all OF tn.
leading manufacturers are working.
I think that those manufacturer:
who build cars Of high dollar-for-dol
lar value and at the same time refrain
from over-production, have nothing t.
fear from the future. The automobil,
has taken arm place in modern civ
| ilization.