New-York tribune. [volume] (New York [N.Y.]) 1866-1924, 1917-01-07
Motor World BellwetherS
Put Reputation First
Peal Leaders of the Automobile Industry
Justify Public Confidence by Thorough
PRE- eSting-" Satisfy the Buyer
Their Only Code
By c. E. T. SCHARPS

o. e leaders of the automobile industry They believe in
ehy testing their cars and the materials them that only
pabe minimum of troubles shall arise when they get into
~ hands Of the public They believe the advertising of their
Jct constitutes heavy responsibility to make good And
NV guard in every conceivable wayn advance-against not
making good
Huge production great profits alone do not constitute
,anv leader in the industry. 1t matters little whether
oany builds few If its goods are good IT Its
J are fulfilled. that company leader. hose who see
A the immediate profit and take it, rather than build tor the
e and make good their customers not leaders, even II
L. ~ are numbered by the thousands and met every
M and highway. Make-good built into the cars OF true
er in the industry and lust much part OF 1t as the engine
4. transmission the steering gear.
have heard urged that big production excuse for
l faults in the production of a model Well let us take
M case of the Dodge Brothers In the two that ended in
ob last thew had built and put the market 100000
- brand new design They well their toward
A second 900 And know of other company to-day
hat more thoroughly enjoys the public confidence than Dodge
Brothers
But the Dodge Brothers are special the obiectors
w Thew had that big factory when they cut loose from Ford
II . red 70 get busy on their stuff. But it must be
numbered that they didn't build the whole Ford for thing
and therefore production basis to turn out complete
automobile And-just ncidentaythe Dodge Brothers car
. look much like Ford does it2 No, indeed The Dodge
Brothers ddnt Ford patterns or designs hey built from
the ground up.
The DODGE Brothers constructed no less than four models
And thew ran them hard and constantly throughout the of
pon they had after the Ford contract cancelled They
,d them to the limit The that stood up best and met all
6e requirements they settled their model That is the
Dodge Brothers of to-day not materially different from their
vey earliest
Troubles of sorts they had be with the early
But they were minor and certainly chronic They didn't
through the The Dodge Brothers insured satisfaction
dependable goods advance What few things cropped up
ersard they cured readily and efficiently There plenty OF
the Of Dodge Brothers who to-day would
not swap for new models They satisfied The have
made good to them.
From the start the Dodge Brothers have made hfaun
claims for their car They have advertised for the public conf
n. and they have clearly realized their responsibility Just
example here the latest trade advertising copy
placed journals intended for the general public but for the
h eyes OF the dealers:
h Dodge Brothers reputation is distinct asset to
II the dealer. but it is also responsibility
No dealer should permit any
in his employ to do say anything that
might imperil the confidence the public
feels in Dodge Brothers and in their
II product
That the keynote Some persons have said there was too
much repression in the advertising of Dodge Brothers. that theirs
vas persuasive copy Don't for minute think there Is
anything nambypamby about the organization AT the factory
and their dealers they are aggressive the most husing
cn you imagine They and do after business with
Of them but they believe in holding bit OF the con-
Il dence they win
II October 1914 the Cadillac put out its hrst eight
ndr To-day there 600 Cadillac Fights the road
Perhaps these big enough production figures to be an argu
@ with the who builds that in half year but
II think they are The Cadillac engineers built to standard with
Asea that model once settled be continued with minor
Ranges for years to come And that is what the Cadillac eight OF
' compared with the the company started with More
II s to be remembered that when the Cadillac car was
bought the manufacture of eight cylinder engines in this coun
d nowhere near reached the Standardization or the four
ndo type vch for the Overland Model H. about
II ach wrote last week, representative.
But the Cadillac didn't purpose have to offer novelty OF
excuse shortcomings Even to-day they have at the
adac factory what is known the 24hour car his is a
c handled by separate shift, of who keep going day
and day out through all weahers eternay trying to Ind some
ing that will break down They find out by this means "ha are
points OF weakness if any The Cadillac company purposes
the public shall discover the flaws II there are SUCH
Their eight had the tests before the model Tor the
c brought There wild rush to get he cars
the market to beat somebody else to it, for the sake OF pro-
eng so-and so many be the first in the held a little
lore and little caution better and more ser