Vernon County censor. [volume] (Viroqua, Wis.) 1865-1955, 1912-02-07
How Did WE KNOW IT?
THAT SEVENTY FIVE THOU
SAND PEOPLE WANTED FORD
CARS IN 1912
BY Henry FoRD

III IOfD
When the Ford Motor Company an
noEnced in it's page advertisements last
October that it would build 5000
Model I cars for 1912 few people be-
lieved that such a production was war
ranted. fear that most of them
thought we were drawing the long
bow and that we didn't expect really
to build that many cars. But we were
never more serious, for the facts and
figures in our possession told us that
at least rs. 200 Fords were in demand.
And let me say at the outset that /
think there will be shortage of Ford
cars next July just the same as there
was in July, 1911, after we had built
IS, 600 for the 1911 season.
In planning $50, 900, 900 output for
the season of l9l2we naturally weighed
with grc:ls care the likely demand for
cars in 1912. With network of Ford
branches throughout the country and
auxiliary selling forces in some $500
dealers we had our fingers on the pulse
OF the MISUNDERSTANDING public. For
Tour consecutive years, the sale of Ford
Model 7 cars had at least doubled an
nually. But we didn't depend on the
chance of the annual doubling of sales.
What we based our rs, 900 production
for 1912 on was actual figures and sta
tiseies. When the branch managers
from all over the world came to our
annual meeting of the Ford Union l.
which is really conclaye of the sell
ing force of the Ford Motor Co II in
Detroit last July, every single branch
manager handed in as his estimate Of
the number of cars he wanted for his
territory in 1912. double the amount he
had asked for and sold in 1911.
OF course these branch managers be-
ing scatterud all over the world, and
being most carefully trained and con-
sentative in estimating the public's de-
mands, we naturally placed implicit con-
fideHce in their judgment. If it had
been only two or three who said they
could double their 1911 business, we
would not have felt that the whole
world demanded twice as manyFords as
it had in 1911, but when England, France,
Australia, Canada and the United
States from East to West, said through
these dealers that they wanted double
the allotment of Fords for 1912. we
naturally supposed that the demand
was well founded
Our branch managers unquestionably
have their fingers upon the pulse Of the
automobile world so firmly that they
know absolutely how to judge pros
poets from season to season.
Then there was another great con-
dition which moved US to increase our
1912 production to $4,000 cars. That
was the tendency of Other manufac-
turers of low-priced cars TO put their
prices up instead of down. OF courre,
that meant just so many more sales
for us
We have always believed in revision
downward in the price of automobiles.
Just as fast as the demand caused us
to increase our production, we made
corresponding reduction in the price of
the car. With every reduction in price,
we find that we increase the scope of
our business immeasurably. In fact,
believe that this last reduction of 500
on the price of the Touring Car, MAX
ing this years fully-equipped Touring
Car $500, will make it possible for 100,-
900 more people throughout the world
to buy cars than could have paid last
years price. OF course, not all Of
those 100. 600 will buy, but we have put
the price within their reach.
Catalogue sent free on request.
A. ii. DAHL & Co., Westby.