El Paso herald. (El Paso, Tex.) 1901-1931, 1915-04-03

BUYING NEW CAR
Don't Try So Hard to Sell
the Old One; First Sc
lect the New One.

Hugh Chalmers declares that fewer
and few motor cars are going to be
sold but that more and more are going
10 be bought.
The Detroit motor manufacturer
feels that America has reached the
point where il can see the folly OF
exalting the value OF salesmanship and
Of losing sight OF the value Of buying
He says he would rather have Chal-
mers cars intelligently bought than
He Knows that the happiest part TO
have played in any trade is 10 have
bought intelliEently.
Hugh Chalmers has come out ac-
cordingly, with one OF the most revo-
lutionary departures ever beheld IN
the history OF American trade He has
launched into great nation vide
comprehensive campaign TO lmpart 70
the American public the fundamental
principles OF sound buying. Chalmers
advertising has taken a new turn II
no longer strives TO sell It IS teach
ing the public how TO buy
Everybody is in the autOmobile
business" declares M Chalmers, quot
ing the remark OF one Of his dealers,
who every time he sold q car. he had
to sell il in competition with 100 other
manufacturers and 100000 owners
The desire to sell your old car, and
the desire 10 buy new one contin-
ued Mr.. Chalmers, are often confused
to the detriment OF the manufac-
turer. and. I believe, 10 the detriment
Of the car owner
He urges every prospective car pur-
chaser to seek bids or prices on basis
Of cost and service. TO make his selec-
tion from strictly unbiased stand
point. and then. and not until then, TO
try 10 sell his own used car IL IS IN
/. fortunate that the owner usually buys
a new car in just the opposite way.
He goes to the various dealers 10 sell
his old car, rather than TO buy new
one, and many times you VIII hear him
lament. Il would rather have had
car so and so this year. but dealer so
and so gave me more for my old car"
Now. no standard car manufacturer
varies his price. and but few dtalers
| do. The fluctuation, the jOckeying
comes in the exchange for the old car
Many a $50 greater allowance for
an old car has cost $3.50 worth OF new
But while such loose screw in his
business would arrest the business
mans attention in a minute, IL seems
/ TO get by him in the matter Of pur-
chasing a motor car. which is, however,
none the less a business transaction
"One business man who nov buys a
/ new car every year, noticed this pecu-
I liar bit Of psychology.
I He goes to each dealer IN the class
/ in which he is interested, as the buyer
The dealers vie with each other 70
/ sell him. They show him everything
! they save in the shop and put the best
/ foot forward
After he decides what car he wants
for cash-he brings up the subject
( OF his old car
! Then he and the dealer endeavor 70
( work out by trade, or by selling the
I old car for him-or by him selling II
( for himself satisfactory deal
I I'VE sold him twice on this satisfac'
I tory basis-once he selected another
car and they sold him on the same sat
| isfa Glory basis
I I'VE don't expect to sell everybody
l a Chalmers car who looks at IT, We
/ have lost lots OF sales on the basis Of
/ buying an old car TO sell our new one
{ when we would have made the user {
much better deal than he got IL he had
looked over the Chalmers with thu
critical view Of buying q car, rather
I than selling one.
! "Of course. our attitude is admittedly
/ self interested
But isn't the buyers self interest II
the same place that ours isG