Atlanta Georgian. [volume] (Atlanta, Ga.) 1912-1939, 1912-11-16
Motor Cars Judged by
Equipment These Days,
Says Overland Expert
Of Course, That's Not the Only
Thing Buyers Look For, But
1t Influences Them.
By G. S. Jameson.
assistant Sales Manager, WHY'S
Overland Company


ment would have admitted of
more argument several years ago
than it can possibly do today. Custom
ana demand have settled any question:
and beyond any doubt Full equipment
must be furnished by the manufacturer.
When the automobile was in it's 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 de-
manded, and Why not?
Certainty. the prospective purchaser
has learned, either by experience or
through a friend, that equipment Is a
necessity, and that the pays whether it
DE on the car when ne buys it or at
an additional cost. He further appre-
ciates that if equipment is supplied at
the factory and by the manufacturer il
will mean better material, better work
manship, more effective devices and a
more ildllnODlOuS whole.
He knows that the maker of car can
not afford TO jeopardize his reputation
by supplying ineffective devices or ma
terial of questionable quality; hence
the fully equipped product has the adj
vantage to start with
Cheaper Car. Cheaper Equipment.
The purchaser of a car at 81 000
should not look for the more expensive
equipment, and that which would be
out or proportion in comparison with
cost or selling price. Still, the evidence
is strong that regardless of what the
prospective purchaser may be able to
pay, he looks not only for such equip
ment-which might be termed a neces-
sity-but also for that which repre-
sents labor saving devices and com
fort.
Manufacturers Of medium-and in
many cases loWer-priced automobiles
have shown Willingness TO furnish full
equipment. and the builders of the
higher priced cars have. from necessity.
been Obliged to follow suit.
The greater margin of profit on nigh
priced cars has permittc1 Of more COM
plete equipment, and occasionally ex-
trayagance is shown. TIE future will
see even more attention given to the
subject Of equipment. which win rep
resent a logical and common sense rea-
son for the difference in price.
Moneys Worth Is Demanded.
\ certain percentage of buyers. at
least, will pay high prices for equip
ment de luxe, as they will pay high
prices for luxurious hotel. steamboat.
train and other accommodations How
ever, most buyers are looking for their
moneq's worth, and a wide-awale
builder of automobiles will, by ingenui-
ty or through the result of volume pro-
duction, obtain the desired result, and
at the same time keep within his class
as to cost and selling price.
It must be conceded that the cost of
equipment will be reduced as the de-
mand increases, product becomes arq-
err and use more general. AS the SELL
ing price of the automobile advances,
the demand is more limited and the
purchaser more eXacting.
The medium priced product has
reached the stage where full equipment
today IS required, and the car selling at
present for 81 500. or above. must be
fully equipped. The manufacturer who
fails to realize this should not wonder
why his dealers lack enthusiasm and
sales drop off.
Man Wants But Little"
The purchaser of an automobile is a
progressive, and demands up-to-the-
minute ideas that add to his protection
and comfort. He must be shielded from
the inc}emency OF the weather. He
must be permitted to ride on and on
without worry and Inconvenience.
The automobile without a top may
be compared to a, house without a roof.
The individual who travels in his resi-
dence from one floor to another by sim
ply stepping into an elevator and press
ing a button will not accept an old
style of equipment, nor the lack of it
which requires the cranking of an au-
tomobile engine 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
subjected to the use of kerosene lamps,
with their dirt, oil and smut and this
same man win insist on knowing how
far and how fast he is travelling, wheth-
er ii he by automobile or train.
A Chance TO Get Rich.
The demountable rim helps to remove
one of the great drawbacks to motor
ing 1t is becoming more and more in
demand each minute: but it remains
for some fertile brain to give US an &C
equitable substitute for the pneumatic
tire, something with which the words
punoturs and blowout have no con
nection. He who can DO this will sur
pass Edison in fame and Rockefeller in
wealth
One Of the strongest arguments In
favor of full equipment by the manu-
facturer is presented in the cheaply
constructed top, top boot, and similar
accessories made to sell to the dealer,
or purchaser, of the unequipped car at
price The question Of quality never