Atlanta semi-weekly journal. (Atlanta, Ga.) 1898-1920, 1912-04-19

WE HAD HOPED that this season the usual spring
scramble for automobiles would De averted IN tne
case of Studebaker at least-but alas tor well
laid plans
NOT THAT WE ARE cOMPLAINING-not in the
least. So far ourselves are concerned Far
from being unpleasant the condition that contronts
the Studebaker Corporation this Spring of 1912 is well
nigh ideal.
THAT IS SPEAKING from manufacturers point Of
view.
BUT FROM YOUR sTANDPoINT-it is different
That's what wanted to talk about-and to advise
you how best go about it to meet the conditions
that obtain and ward off disappointment
HERETOFORE AS YOU KNOW there has alwayf
been tremendous-one might almost say hopeless
shortage of Flanders go" and EMF go"
in the Spring months-the rush season.
ONE OR TWO OTHER MAKES that were popular
with buyers shared with to extent this peasur-
able over-demand Peasurable, but disheartening at
that. For disIikes to dsappoint so many good
friends Then too, when you know you make the
best automobiles for the money you hate to good
friends forced to accept second bests.
THAT HAS ALWAYS BEEN THE CASE. Wewere
powerless to remedy It. The EMF Company was
limit to financial And, anyway fac
tories can be equipped only about fast. Machine
tools can't be wished into form.
BUT THIS YEAR It was different This big forty-ive
million dollar Corporation felt equal to the task of
supplying the full demand for its two models
herculean tho it
WITH UNLIMITED CAPITAL at its command; with
the largest and best equipped plants in the world;
with engineering and manufacturing organization
second to none; contracts for material placed and
deliveries assured; It seemed splendid
sales force would be unable to keep ahead of the pro-
duction department.
AND WE HAVE DONE ALL we set out to do. That
is to say estimated that $4,000 divided into
$4,000 Flanders "20s" and 10000 EMF "30sO,
would surely supply the demand.
WE FELT SURE WE HAD NOT under-estimated the
demand. We knew the unparalleled popularity of
these famous not only throughout the length and
breadth of America, but in all other civilized
tries but
WE THOUGHT $4,000 CARS would do Some of our
competitors warned us it was too many--the of
them didn't believe would could make that
many.
WELL, WE'RE UP to schedule few cars ahead of
it April 1st and carried from March to
April orders for 4722 cars Most of them Flanders
ZOOS"
LOOK AT THIS RECORDS almost unbelievable.
In December when would-be competitors sub
sisting snow balls and waiting for he season" to
open up, the Studebaker plants shipped $500 In
January Inventory monthly, 1000.
IN FEBRUARY 1900; in March 4601, and the schedule
for April is 6o0o-and, we have said, little
ahead of the schedule.
IN THE WICKEDEST WINTER in fifty years. you'll
recall You'd have thought that would help us by
retarding demand-it did leave other makers
their floors. But seems If the harder the condi-
tons of roads and weather the more careful people
are about selecting their automobiles.
6000 A MONTH IS THE SCHEDULE for April May,
June, July and August, and we'll make them, but as
the little boy said, that's our almighty darndest.
WORKING OVERTIME NOW-and men can stand
only about much Of that We don't like overtime
at all. But we're doing utmost to keep up with
the demand-and still in sight of it, tho
GREATNESS.
THERE'S THE CONDITION as it stands today. It s
up to you What are you going to do about it7
ANALYZEIT: It means that lot of people going
to have to wait for deliveries and lot will be
disapponted-compeled to accept other car
second best value-for ali will not be able to get
Flanders go" or EMF go" cars
1T ISN'T so BAD as It looks, in way. The shortage
of Flanders 20s" is apparent than real-for
capacity is 80 more eos per day than 30s But it's
bad enough. And it shows have again fallen
short Of our ambition, hard have tried to
realize it.
WE ARE TELLING YOU THIS because have
repeatedly asserted dealers and the public that
would surely avert the Spring scramble. Now that
we know that we have failed we feel that you
frank statement of the facts
OF COURSE IN TELLING YOU cannot help
telling competitors aso-snd very naturally they
will use it against us-try to persuade you to buy
their cars on the grounds as former years. you
can't get. Studebaker Cars-either model" And thatn
be true-unless you beat some other buyer to it.
WE FELT SURE would be able supply every
possible customer with Flanders "20"-but
member
comma CadildoNa