Evening star. [volume] (Washington, D.C.) 1854-1972, 1912-12-29
URGES FULL EQUIPMENT
Means Satisfaction All Around,
Says Sales Manager OF
Big Concern.

Full Equipment and WIidt IL hedHs
was the subject of An address delivered
recently by c. $. Jameson. assistant sales
manager of a large middle western auto
mobile company.
In the course of his remarks he said:
Il am of the opinion the subject of au-
tomobile equipment would have admitted
of far more argument several years ago
than it can possibly do today.
Custom and demand have, to my mind,
settled any question and beyond any
doubt. Full equipment must be furnished
by the manufacturer.
when the automobile was in its in
fancy naturally cars were not equal to
those of today in any respect. and the
prospective customer had not become
motor WISE as he has at this time. Now
full equipment is expected and demanded,
and why not? Certainly the prospective
purchaser has learned. either by expert
ence or through a friend. that equipment
is a necessity, and that he pays, whether
it be on the car regularly or at an add!-
tional cost. He further appreciates that
if equipment is supplied at the factory
and by the manufacturer 1t will mean
better material. better workmanship.
more effective devices and more mar
monious whole.
He knows that the maker Of car
cannot afford to jeopa rdize his reputation
by supplying ineffective devices or ma
terial of questionable quality. Hence the
fully equipped product has the advan-
tage to start with.
Looks for Equipment.
The purchaser of car at Sl,V0o
should not look for the more expensive
equipment, and that which would be out
Of proportion in comparison with cost
OF selling price. Still, the evidence is
strong that, regardless of what the pro-
spective purchaser may be able to pay,
he looks not only for such equipment
which might be termed necessity-out
also for that which represents laoor-saN-
ing devices and comfort.
Manufacturers of medium and in many
cases lower-priced AUTOMOBILES nave
shown a Willingness to furnish run equip
ment. and the builders Of the higher
priced cars have, from necessity. been
Obliged to follow suit. The greater mar
gin of profit on the latter has permitted
more complete equipment and occasionally
extravaganza is shown. The future Will
see even more attention given 10 the SUD-
iect of equipment. which will represent a
logical and common sense reason for the
difference in price.
Some Pay High Prices.
"A certain percentage of buyers at
least will pay high prices for equipment
de luxe as they will pay high prices for
luxurious hotel, steamboat. train and
other accommodations: however, the far
greater majority Of buyers are looking
for their moneys worth, and a wide
awake builder Of automobiles will, by in
genuity or through the result of volume
production, obtain the desired result, and
at the same time keep within his class
as to cost and selling price.
1T must be conceded that the cost of
equipment will be reduced as the demand
increases, production becomes larger and
use more general. As the selling price OF
the automobile advances the demand is
more limited and the purchaser more eX-
acting.
.'The medium priced product has reached
the stage where full equipment today is
required, and the car selling at present
for S., 800 or above must be equipped-so
to speak-from soup to nuts" The
manufacturer who fails to realize this
should not wonder why his dealers lack
enthusiasm and sales drop OFF.
Auto Buyer Is Progressive.
THE purchaser of an automobile is a
progressive. and demands up-to-the-min-
ute ideas that add to his protection and
comfort. He must be shielded from the
inclemency OF the weather. he must De
permitted to ride on and on without
worry and Inconvenience.
The automobile without top may be
compared to a house without a roof. The
individual who travels in his residence
from one floor to another by simply step
ping into an elevator and pressing a
button will not accept an old style Of
equipment, nor the lack of 1t which re-
uuires the cranking of an automobile en-
gine on a hot morning in summer, or a
cold one in winter
THE man who has electric lights in his
home from cellar to attic will not be SUBJ
jected to the use of kerosene lamps with
their dirt. Oil and smut, and this same
party will insist on knowing now far and
how fast he is travelling, whether it be
by automobile or train.
Demountable Rim Helps.
1.-THE demountable rim helps to remove
one of the great drawbacks to motoring.
1t is becoming more and more In demand
each minute. but it remains for some fer
tile brain to give US an acceptable sub
stitute for the pneumatic tire. something
with which the word "puncture'' and
blowout" has no connection. He who