The times dispatch. [volume] (Richmond, Va.) 1903-1914, 1913-02-16
III l.. II. IIITrREDGE.
Peerless Motor Car Company.

In the motor truck field the warranty
or guarantee cuts an important figure
much more important than in most
other lines OF business. This arises. Of
course. from the fact that the purchase
ing public is not so we'll acquainted
with the motor truck and delivery wa
Son as with other lines of machinery:
tx sccptical of their ability TO do n
Kind Of work of recognized difficulty
and anticipates all sorts OF mechani-
cal troubles and ineiiiciency.
When business motor vehicles have
been in common service as long as
horse drawn wagons, or even as long
as typewriterS, much less stress will be
LAID upon the warranty. 1t will be a
common knowledge then that trucks
of established make have stood the
test of time. and that every manufac-
turer with n reputation will. without
question. replace any part of the ma
chine that is shown to be obviously
defective and unsuited to it's purpose.
But this is a formative and develop
ment stage OF the industry. The Gus
toner naturally believes. us he is told
that the liberal guarantee is evidence
OF the good faith of the manufacturer
and Of his confidence in his product
The salesman says: ours is the best
truck in the market. II is built OF the
very best materials obtainable without
regard TO cost: is designed by the best
years i'll study OF foreign trucks. and
is built by high priced. skilled work
men in the most up-to-date factory.
We know absolutely what it will 10.
and that it will stand up to the sever
est service. because ii has beer thor
ouEhly tested and tried out in the SCR
vices of many users. We know every
bolt and nut in the machine and are
so certain OF IL that we will make YOU
longer and broader guarantee .han
any other truck maker dares to offer
We Will not only guarantee it for life
making all requirements ana repairs
without cost TO you, but will guarantee
that it won't cost YOU more than SIS
tenance charges"
Such talk is very convincing to pros
day To operate, including all main
pcctivo buyers who have had no eX-
perience with motor trucks and have
made no investigation regarding the
financial standing, reputation and man
ufacturing experience of the various
makers. 1t is not likely to occur to
tho buyer that the Willingness to go
further than competitors in the matter
of guarantees is In itself n confession
OF weallness-an evidence that for
some reason the machine is harder
10 sell than others, cannot stand on
its merits alone. and hence concessions
are made necessary
If the purchaser would think suni-
cicntly. he would see that the most lib
cral guarantee in the world would not
make Il good truck out of Il poor one
and that free repairs are less to be
desired than no repairs---in short that
what is wanted is truck that will!
give the best service and least trou-
bic. Nothing is gained by free repairs
aud the loan of Il substitute trucl;
when the original truck goes out Of
commission OF the road and deliveries
are delayed.
The most sophisticated truck pur-
chasers are beginning already to am
alyzc the situation in this way, so that
the lack of uniformity OF guarantee is
looked upon by them rs an Indication
that the industry is in an unsettled
state and they lose confidence in it,
Up to the present time. all sorts of
guarantees have been offered by truck
companies. which have tried to Guido
one another in every way TO make
sales. This has intensified the diiii-
cultics OF selling for everybody in the
trade. because every salesman who Of
fcrs a special iuducemcnt to the buy
or sets a new low mark that all the