New-York tribune. [volume] (New York [N.Y.]) 1866-1924, 1917-04-01
By c. E. T. SCHARPS

The salesman who promises something that he does not per-
f has been widely blamed responsible for the lack OF public
confidence the automobile business The motor car dealer VINO
admits this is the case mind the physical salesman on the
showroom Aoo-he other fellows floor, OF The auto
mobile who the salesman to blame Clearly
means the flesh and blood salesman
Actually the salesman whose misatemens and broken
pledges have done destroy public confidence IN the nuS
ness standards of the automobile industry not dealer hHe
man but factory ploye He the salesman IN pn
advertising has been called. ne Is factory '0p' 'e
Make this salesman truthful and dependable and the prob
lem of winning and keeping public confidence more 'hah nan
v solved But as long advertising statements made that
are not based truth and promises given that are nor maze
od no one in the automobile business need expect ooo pubic
faith in automobile advertising To be sure there are companies
which are models of in their advertising %
there are too many Others and OF them high placed a Id
pc volume of business goes which tar from beng mooe
6ttno and proper that every line of advertising auto
mobile puts should first be scanned with extreme
care to all respects accurate he has no night TO utter
bahs or haies He should remember that when the adver
Using issued public the good faith of the gner pledged
directly or by implication the failure of so many advertisers
TO see to it that this justified that at the bottom OF great
public dissatisfaction with the automobile business
1t hard realize that be so careless OF MS
1enutaon as to trih with in that But even some we'll
established manufacturers do it. Until the standard OF truth IN
advertising everywhere observed the motor business Will not
attain the place the public estimation on the moral and business
side that it has as a manufacturing enterprise
the idea behind the actions OF
who seem to expect profit by msatements and broken prom
; Srcb acts bv some-forunaey al-makers of auto
mobiles have helped put the business the bad graces OF the
buyine public There will have to be cleanup.
Those who good principles deserve to be sharply
divided from those follow the other sort of principles The
correct and deserves public confidence the other
kind deserves condemnation.
Unfortunately be idea the minds OF some
automobile advertisers they cannot be and per
suasve at the same time that they moderate and truthful
bele Ra1ly Is not he
xav TO get confidence Perhaps if only by contrast quiet and
dgni6ed methods ought to bring special reward
1t not always deliberately oblique moral and business
sense that behind the of unruhfu advertisers careless
mes, is one of their be OF OBJ
feet buy the space than be particular about what goes It,
Not for would good business man tolerate in his
employ who selected the moment OF reaching the
largest possible number of prospects to utter untrue
Yet that Just automobile manufacturers do more than
tolerate of advertisements And it IS not only the
small and uncomfortable companies that to feel
TO vaany order to get hearing but largely and
supposedly more reputable those at fault
To give example of the indifference to print pledges on
the part prominent let cite the case OF adver
Using done by Chandler Motor Car Company of Cleveland
This company the maker OF well and favoaby known product
the Chandler Car The history of this from small be-
ginning present lace has been OF the manufacturing
narves of the motor industry.
With such progress and growth achieved double caution
advertising would naturally be the Chandler rule the average
man might expect Even reasonable is such uPPoston
because advertising the Chandler marked by such
expressions as The Chandler Car and not CanCar
and The Chandler Company likes to deal in facts Ibis Ger
any gives every appearance OF being deadly earnest about
advertising.
Very we'll Let The Tribune some facts for the
factloving Chandler Company and the public
In October 1916 the Chandler Company advertised
The price of the Chandler Six will be advanced De
ceber st 1916 the present Chandler model
tial way will be continued for the forthcoming
You may purchase your Chandler with the
ance of saving purchase and with the equally
poant that your Chandler purchased will be
UP to date nexts spring.
Distinctly superior Chandler features include the Marvellous
Motor which rehnements from time to time has dn
ishcd the Chandler for four years and which will be
continued in the forthcoming series for next season.
As read the lines above this intended to be
anco to prospective buyers October that the ordered the
autumn would the Chandler sold in the spring That is
certainly fair if language anything from the
statements The present Chandler model in essential