The times dispatch. [volume] (Richmond, Va.) 1903-1914, 1914-03-15
A Page Devoted to the Automobile Industry
AUTOS SUCCESS
NOT SURPRISING
by 10. y. ROBINSON.

by IL. y. ROBINSON.
Secretary J. ]. Case Truck Motor Go.
Born during tho most prosperous
period in the worlds commercial his
tory and reared in n decade OF wealth
and plenty. the automobile business
has been clossed as one OF tho greatest
abnorunalities the industrial world has
ever known.
The meteoric growth, however. was
not the outcome OF abnormal conditions.
but tho result OF revolution In speed
which began with the bicycle and
passed through the stages OF the
motorcycle and steam propelled wagon
70 the crude internal combustion ma
chine propelled by the already ancient
one-cylinder power plant
At any other stage in the worlds
business history the automobile would
probably have experienced less
healthy growth than during the Won
Gerful wave of prosperity that swcpt
c'er not only America, but most OF the
c'Vi!i%ed world during tho late 30's and
the first years OF tho present century.
Conceived during this period when
'rea business men wanted new form
OF recreation, developed during ycnrs
WHOM every minute conaumed in trav-
cling meant dollars. the automobile was
iturturcd on demand that no other
manufactured article in the annals or
our Industrial growth has known.
At the close of The year 1919 tho au-
'omobih business stood second only
10 tho Iron and steel industry, and had
not the auto manufacturers boon com
PEELED 10 worship at steers iron shrine
ihc automobile would stand today
Itrst in the great field OF tho worlds
Industries.
But conditions are now different. Tho
immense demand upon which the auto
business noutished and grew has passed
ana We nave reached q stage In the life
OF tho auto industry similar 10 that
under which most other uepufac. urn5
articles live.
The auto manufacturer to-day is not
sought b. the dealer m was the case
IN the past, and. in turn. the dealer or
salesman liz not sought out by the
prospective buyer except in rare case.
In other words, the auto industry has
passed from the life whore demand
ruled supreme 10 the life where sun
piY reign and the coming year and
years In the auto business will see the
great law OF the survival o: the tit"
play the Same important role that IL
mas always played in every industry
since tho beginning OF civilizations
TO the automobile concern eQupped
with tho selling organization and
modern manufacturing methods, az we'll
AZ labor-saving devices. will go sue
-.
the manufactures who has neither
equipment or selling forces
There was time when almost any
sort OF business man could go into the
automobile game, as IL was called. and
make good. His success was measured
only by the supply OF autos he could
get from his factory or factories. And
automobile salcsmen were recruited
from every line of cndcavor. No one
grew up with the business for tho
In Et N Ia, nj, NJ
forth success in a day. And so long AS
the demand lasted any sort of a sales-
man and almost any make OF car,
whether backed by :. strong factory or
weak one. was pcddled without tho
consumption or much brains on the
part Of the purchaser. the salesman. the
dealer or tho manufactures.
Automobile factories grew up every
where There was scarcely section
OF the country that could not boast OF
one moro plants devoted to the OK
elusive building OF pleasure cars.
And as late as 1912 and even to-day
there ls scarcely n month goes by with
out an announcement that some new
auto is to be built or il being put on
Tho market.
Hut tho aalesrooms are no Longer.
sought out by the prospective buyer as
In tno past. To-day We find that the
dealer who is not complaining is the
one that Will go out and look for the
prospect who wants a car. and the sue
dessful salesman is the man who can
talk about the goods he il selling. tn
..thcr words tho automobile 20 day is
sold Eccaus" the manufacturer III the
frst place has advanced and in the sec
"nd place because :he dealer has in his
employ capa Vie Ten who know the cars
hat :hc manufacturer makes. even 10
The material in tie minute rar-s of the
machine and can tell The buvcr what
has TO sell
To some people this article might
sound Dessimistic, but it was not meant
that way. i was Oh tho other hanl
intended TO create 4 spirit OF optimism
founded, however. upon facts and not
fancy Tie Case Company to-day Is
enjoying a greater period OF prosperity
then ever. and all becaucs it is max
ing al intelligent public realize that
1T Is putting in car what the intel
ligent public wants and that it is sond-
ing nn intelligent salesman TO the buy
CT to give him an intelligent talk and
nj intelligent demonstration Of the
Case machine
country, and III all parts OF the world
for American bnilt machines. but un-
!esa II Is dealt with rs the retail mar
ket is dealt with In almost every other
limo of manufactured goods, the sales
man, dealer, agent and manufactures
will feel the effects of what might be
termed n dull period. but which is really
catching UP Of the supply TO the SUI
perficinl demand.