The Birmingham age-herald. [volume] (Birmingham, Ala.) 1902-1950, 1916-08-13
BUSINESS IS BOOMING ON AUTOMOBILE ROW

Der 10 of the same year and the first three
cars were finished in February, 1900, fol-
lowed by the first 500 in August, 1909.
At the start only few hundred dollars
were available among the party of my
self and associates, and with this we
went ahead and rented a factory, equipped
it to assemble cars including motors.
transmissions and axles. In view of our
small working capital it was extremely
difficult to find people who would sell
us parts. etc, and it was with the ut
most difficulty that the source of sup
ply could be kept open. Practically none
of the larger supply companies would
have any dealings with us and the outlook
was not of the best, to say the least.
Those with whom we talked regarding
the sale of the cars invariably ques-
toned our ability to produce a good car
for what was then the lowest price
car had been offered at $3.50. But the
sample car looked well and ran well,
and, strange as it may seem, these two
points created more skepticism than if it
had not performed so well. They figured
that we had put into these samples bet
ter materials and workmanship than we
could afford to give in subsequent pro-
duction, and that arter contracts had
been made and deposits paid by dealers
future cars would be skimped and cheap
ened. But as the company went along
and the public commenced to realize that
the cars being produced were not only
as good as the samples but had even
been improved as to minor details, the
Hupmobile became nine days wonder
and before a year had passed it had
become one of the most talked of cars
throughout the United States.
And this brings us down to the present
day and the new Emerson Four. We are
now going through the same period of
development that was weathered by the
Ford and Hupp companies. We are now
meeting the doubters who do not believe
we can produce this car for 1895. Right
here I want to say that 1t is much more
economical to use material of good quail
ity and to Rave the general design of a
car up to date than to try and use in
ferior materials and design which in the
process of manufacture would probably
give trouble and in great many cases
require doing the work over, rejecting
a high percentage of parts, and dissatis-
faction in general. both as to looks and
operation when the car Is in the hands
of the public We believe that it is q
very easy matter to understand, but
at the same time hard to explain, that in
using materials of good quality and fol-
lowing a simple design, maker can by
producing in large quantities, give car
to the public that will give a good ae-
count of itself and will, in fact. sell
to a minimum. While there will not be
an abnormally large profit on each car,
the large sales and production in the
aggregate will make for very substantial
and attractive profits
due credit must be given to Henry
Ford for conceiving and carrying out
the idea that a low priced car and a
small profit on each, coupled with large
quantity production, is the real way to
achieve the greatest success in the man
ufacture of automobiles, and the position
that Ford holds at the present day in the
industry of the country is the best proof
of the soundness of this line Of reason
ing.
Some companies in putting out a low
priced car have neglected to incorporate
merit enough in their product and they
have paid the penalty in failure. Other
companies have had the merit but have
tried to make too much on each car
and have likewise fallen by the wayside.
The creed of the Emerson organization
is based on the building of the best pos
price, and we think that we have done
this in the Emerson Four. From our
past experience with other motor COM
panies we believe that we can produce
this car at the price we have set and
quantity production. We are prepared
Ford and Hupp companies faced, for we
feel that, like them, we will emerge sue
cessful."
To teach domestic science in rural re-
cvin 1nK Af OF hos