The Twin Falls times. [volume] (Twin Falls, Idaho) 1905-1916, 1915-02-23
Wish 10 SEE new CARS
Maxwell Dealer Claims Public are
~Motor. Wise.@

1T is natural that people want to
see the new things in automobiles as
they are placed On the market" said
Mr. f. S. Johnson, of the Johnson Au
to Sales company, in talking with a
newspaper man yesterday.
1T is the same all over the country,
whether in Malone or Kankakee or Los
Angeles. The moment new car is
announced in flock the people to have
a look. 1t seems that ever since the
inception of the automobile, people
have always been anxious to keep in
formed on happenings in the automo-
bile industry.
in talking with Mr.. c. e. Stebbins,
Sales Manager of the Maxwell Com
pany the other day, he mentioned that
people were asking far more intelligent
questions at the automobile shows this
year than they had ever asked at pre-
vious shows. This also proves my con-
tention that you cannot sell an I'M
proven car, no matter how much in
terest is shown in it, because the pur-
chasers today have been taught that
| because a thing is new does not prove
its durability nor it's efficiency Every
man is willing to let his neighbor ex-
pertinent with the new thing, while he
buys a car that has proven itself by at
least two or three years service in
hundreds of owners hands. 1t is now
about three years since the Maxwell
company put the $3.50 car on the mar
ket
ut was the first company to put a
car Of SO much value at this price on
the market Before its advent, this
price field remained untouched, in
other words there were many cars in
the market of lower price, as well as
many of higher price, but there was
not car rating around the price Of the
Maxwell. 1t remained for Mr. Walter
g. Flanders, president Of the Maxwell
Motor company, to recognize that the
public were looking for a car embrace
ing all the features of a car of a much
higher price and to sell at a price
midway between the lowest and medi-
UNI priced cars That his judgment
and foresight were sound is best an
swered by the number of other con-
Germs who Immediately began to ex-
pertinent with car to sell around the
price of the Maxwell, on this ground
I might make use of an old proverb,
which certainly fits the Maxwell COM
pany to nicely:
limitation is the sincerest flattery."
I'm any line of endeavor, the man
or firm who gets away first and whose
product Immediately finds favor with
the public is Immediately copied by a
host of imitators and followers. You
know what Kipling says of the fol-
| lowers:
7" They asked me how ! did it so I gave
them the script and text,
| You keep your light so shining little
ahead of the next,
And they copied all they could follow,
but they couldn't copy my mind
So left them sweating and standing a
year and a half behind
The Maxwell name has long rec
ord of successes behind it. You will
probably remember that it was one Of
the first names used in the automo-
bile world. You may also have reco-
| lections of cars that existed in the
early days, but which have since pass
ed by the wayside for the reason that
the cars did not come up to the peo-
pies requirements.
THE best instance | can cite which
will prove that the Maxwell Conn
pany is having an unusual demand for
their cars, in spite of all the announces
ments of cars listing around the same
price, is that the Maxwell Company
were working more men in Decem-
| Der, 1914, than they were in Aug
ust of 1914, and that their payroll in
the latter quarter of the last year ex-
| ceeded by nearly double the payroll
of the same period for 1913. We have
| had very severe winter in most parts
of the country and the surprising
thing to most of us in the industry is
| that the Maxwell company have been
| reporting sales in places that had
| hardly seemed possible. In Orillia,
| Canada, where the thermometer goes
away down around the 20 below zero
mark, the dealer sold three Maxwells
in December; this in spite of the cold
weather and the fact that December
| is considered an impossible month in
which to sell any kind of a car.
IF you will talk with the Maxwell
dealer from any town, you will find
that he will give you the same kind of
information; sales throughout the year