New-York tribune. [volume] (New York [N.Y.]) 1866-1924, 1914-01-04
Makers Who Give the Most
Value at Least Cost
Boom Business.
DEALERS AWAKENING
TO TREND OF TRADE
lohn n. WHY'S Declares Faith in
Future of Industry in
This Country.

,.s- \ Wuys AGAIN siGnifed the
49, 5sv his faith IN the future % the
...-.os,le Industry. and this time IN q
....s- in,erestine side light.
..,.,. Ions ago.. said Nh. WHY'S 81 eN-
...e8 MS belief that the end OF the
...n, period OF readjustment would
- rho survival OF tbc httest And
~ .,,, survival OF the httest ] 90 not
-.sr lust the survival OF the strongest
-.,-nfs,tg-ers ! mean the survival OF
60 makers whose cars are fuest 90
.,srer tre demand OF the great masses
I. r,ssih-e buyers and OF the dealers
.ra stick ught 60 those makers and
ne.s product
The time isl IONS past when the motor
-. is considered mere luxury. To be
e,,oved by tie few and only possible TO
,., Few To-day % is counted a necessity
ID. Convenience. aS we'll as a means o.
rsr-est.on by the many, for whom the
oo-f automobile formerly excited a not
,c.be.eraufed desire In other words.
a.. dav is gone when only the rich can
motor. The man ot moderate means is
lbs. ,ust as certain a buyer. and ii is to
rim and bis class that We may look for
me largest expansion in the automobile
business.
True. the sale of high priced cars
Will 40 o. but 90 will not increase in
volume. Our wealthy class is a limited
class and Will buy ia about the same
quantity q few years hence as now. But
The Ven.to-do class is constantly increas-
INK Zach year sees more and more
people who are able and anxious TO buy
the best Of the low priced cars. The
makers OF automobiles who give the most
car value al small cost need fear moth
ng The manufacturers Of nigh priced
cars must either decrease IN number or
else each curtall his output
There IS case ugat there in Ne"
YORK that indicates this point perfectly
The C. 7. Silver Motor Company, dis
,riouter. has built up a magnificent
business through the sale Of Overland
cars A few days ago this company took
over the New York representation for one
d! the highest priced cars built in Amer
lea whose makers had decided that the
splendid factory branch they have main
tancd 90 New York city is decidedly un-
profitable Not enough OF these high
mieed cars could DE disposed of 10 sup
port a branch. and under the new ar
raugement IL remains FOR the lower
w.ced Gar 10 'hrins home the bacon for
uotn NO doub; the new plan will be sue
,csslI
IAcre are good many dealers right
row who ale melitauvely wetting finger
.aI holding 30 up ~ see which way the
Nrl blows and l believe that most Of
lutu'late found out. At least, our own
affairs lead me 10 think so. The great
awakening has come. II has developed
that the manufacture makes the dealer,
after all He furnishes the right car,
ihs reputation and the advertising that
creates the demand The wideawake
dealer takes advantage of these three
elements in his business Of distributing
and selling the car. The dealer who ties
up right and makes the most Of his Op-
pJriunlty will win. The one who ties up
wrong Will lose. whether he makes the
most OF conditions or not
Often. for Instance. the dealer finds
that he can sell more cars than the manu-
fact1rer can supply. He puts this down
/ 10 his own superior selling ability, when il
is really due 10 the superiority OF the
car he Is selling and the nature Of the de-
mand for that car that has been built up
through constantly and effectively adver-
Using 20 20 the public. ] do not mean by
any means 10 belttle the work OF the
dealer. He is a necessary and welcome
factor and the actual selling Of automo-
bilss IS IN Itself nothing short Of fine
ar. But believe. as said before. that
dealers are now making It their business
10 join forces with the manufacturers
who are furnishing the right product at
the right price
And this fact tells the whole story TO
those who read between the lines.
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