The Bennington evening banner. (Bennington, Vt.) 19??-1961, 1915-02-25
PEOPLE ARE "MoToR WISE"
Difficult Problem Nowadays to Sell
Untried Cars

Difficult Problem Nowadays to Sci
Untred Cars
1T is natural that people want to
tsee the new things ii automobiles as
they are placed on the market SAID
Mr.. ----- of the ----- company
in talking with newspaper man yes
terday.
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 look. 1t seems that ever since
the inception of the automobile,
people have always been anxious to
keep informed on the happenings in
the automobile industry.
"In talking with Mr.. c. +. Stebbin3,
sales manager of the Maxwell com
pany the other day, he mentioned that
| people were asking far more intelllb
ent questions at the automobile show
this year than they had ever asked at
previous shows. This also proves my
contention that you cannot sell an un-
proven car, no matter how much in
terest is shown in il, because the pur-
chasers today have been taught tnat
because thing is new does not prove
its durability or efficiency Every
man is willing to let his neighbor ex-
pertinent with the new thing, while he
buys car that has proven itself by at
loo tura or GarVifR in
hundreds of owners hands. 1t Is now
about three years since the Maxwell
company put the $3.50 car on the mark
ct
1T was the first company to put
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
wasn't car rating around the price
of the Maxwell 1t remained for Mr.
Walter r. Flanders, President of the
Maxwell Motor Company, TO recognize
fhat the public were looking for car
embracing all the features of car of
much higher price and to sell at
price midway between the lowest and
medium priced cars. That his Judge
ment and foresight were sound is best
answered by the number of other con
Germs who Immediately began to ex-
pertinent with a car TO sell around the
price of the Maxwell On this ground
might make use of the old proyerb,
which certainly fits the Maxwell COM
pany to nicely: Imitation is the
sincerest fattery"
IN 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
host of imitators and followers. You
know what Kippling says of the fol-
lowers:
They asked me how did it so
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
year and half behind
The Maxwell name has long rec
ord of successes behind it. You will
probably remember that ii was one of
the first names in the automobile
world. You may also have recollect-
ions of cars that existed in the early
days. but which have since passed by
the wayside for the reason that the
cars did not come up to the peoples
requirements.
The best instance that | can cit
which will prove that the Maxwell
company is having an unusual de-
mand for their cars, in spite of all the
announcements of cars listing around
the same price is that the Maxwell
company were working more men in
December 1914, than they were il.
August of 1914, and that their payroll
in the latter quarter of the last year
exceeded by nearly double the pay
roll of 1913. We have had a 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 report
ing 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 De-
cember' this in spite of the cold
weather and the fact that December
is considered an impossible month
in which to sell any kind of 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 regardless of the weather or the
month. The people are buying the
Maxwell cars and buying them in
greater quantities now than ever be-
fore, for the car has stood the public's
test and the public are "motor-wise.'
They certainly go to look at all the
new cars that are announced but
when it comes to paying out their
good money they buy car that has
been tried and proven. If you do not
believe it, look at the sales record of
Al. e.. IN