New-York tribune. [volume] (New York [N.Y.]) 1866-1924, 1913-01-05
FDRESEES FEWER MODELS
G. w. Bennett Says Auto Maker
Must Specialize.
ONE CHASSIS MAY BE RULE
Believes Factory Success Can
Best Be Assured by
Concentration.

| That the time is approaching when each
automobile factory will produce only one
model Is the prediction Of George w.
Bennett, vice-president OF the WHY'S
Overland Company. Of Toledo. before the
National Association Of Automobile Man
| ufacturers In Detroit recently. Coming
| from n man Of such wide experience as
Mr.. Bennett. the prediction is a striking
| one
| Its fulfilment would mean a decided
| change in the industry. and unless the
market for motor cars continues to grow
would be marked by the elimination Of
many of the factories now producing cars,
since production efficiency would be vast
ly enhanced. Any factory producing sew
eral models to-day could materially In
crease its output by concentrating its
energies on only one type Of car. The
| most striking part Of Mr.. Benefits adj
dress follows:
''The trend OF success i'm the automobile
industry to-day is unquestionably pointed
toward concentration. and concentration
is not possible where the product is d.
vided into several models. Little doubt
exists In my mind that eventually the
marked successes Of the automobile busl-
ness will lie in specializing. each plant
making that which best fits its demand
and making that model In quantities to
which its place in the automobile market
entities IT,
Before this happens 1 am afraid many
requiens will have been sung, and the
old axiom. the survival Of the nttest'
will be strongly In evidence. This is
merely a part Of the process of evolu-
ton usual to all new businesses. and
which for tho last twelve years the
automobile industry has been undergoing;
In the mean time largely making its own
precedents
ITO make several models in a factory
which Is equipped to make rot more than
one satisfactorily necessarily restricts
the output of that plant and divides the
energies OF its engineers. its operatives
and its selling force into several small
channels. all of them considerably below
par in efficiency because Of such division.
This division naturally extends to the ad-
vertising and finally to the dealer, 80 that
no individual in the organization-de-
signing. making or selling-can conscien-
tiously say. We have the best there is
In our class II the statement is made
Of one model IL is at the expense Of the
other models, and obviously lacks the sin
certify that would convince a buyer.
There was perhaps in the earlier his
tory OF TIE industry more or less coca.
sion for this custom, In view Of the then
patent situation. This condition, how
ever. no longer exists. the old method
apparently continuing from force of hab-
It. Owing to the infancy Of the industry.
there was not then the intangible Ovid
Ing line between the classes of automo-
bies that exists to-day.
Experience has shown. however, that
there exists q market for q certain num-
Der Of cars at certain price, each OF q
different class and each appealing to a
different grade Of buyer. The growth Of
the industry shows that tho most prom'-
nent manufacturers have realized this
ind are catering to the class they think
they can best supply. I believe this de-
velopment Will become more marked
and that In very few years each factory
will limit its product 20 one model. with
perhaps several styles OF bodies inter-
changeable on the chassis.
Recognizing this. It makes It difiicut
at the present time for new rnanufactur-
ers to enter the automobile business. or
to break into any one class. a. without
a market for large number the low
price cannot be obtained, nor the quality
(msds possible by the large numbei)
given. with which to meet existing COM
petition, consequently no one market 10
open to newcomers, who must, therefore.
attempt to cater. in minor degree. to
several of the markets. In order to inter-
est new dealers, the old dealers already
having their connection with existing fac
tories II history repeats itself. as 1t Is
likely to do. under these conditions,
marked success is not within reach Of
those entering the business at this time