The Wheeling intelligencer. [volume] (Wheeling, W. Va.) 1903-1961, 1918-01-12
BREATH OF LIFE
or AUTO BUSINESS

The motor industry has made more
nrogrcss in the last fiftccTi years imam
any other industry has made III ON"
hundred and fifty years.
The one big outstanding factor IN lH'H
SUCCESS Is advertising.
Manufacturers educated the puh"'
I,to swift recognition Of the need OF
,notor-csrs They took the public into
their confidence and. by telling the pen
nlc about technical improvements. slim
ulated further advances.
The public responded as II always re-
spends to intelligence.
If II had been advertised, as were
most industries. up to the Time IL rev
olutionIzcd selling methods, the motor
industry would Do where II was ten
wears ago. Instead of the four ana one
half million cars In use today thrr"
would probably be not more than one
fourth that number.
The greatest evil IN business. and in
our daily life. ia blind unreaSoning fear
which. when we get right down to IT,,
is tho result OF ignorance-the threat.
real or imaginary. Of things we do not
fully understand.
Fear OF what may happen does more
harm than anything that actually takes
place.
Just as in many other industries. the
courage the capacity. tho intelligence
of the automobile manufacturers ana
dealers will be challenged by conditions
that all recognize as inevitable.
Some things that are regarded hs ne
cessitles are really Injuries. while 9TH
ers like the motor ear which some ;i''-
cept az n luxury. are of the greatest
necessity.
There is no moro reason for chasing
the automobile as pleasure vehicle
thun there is for saying Il trolley car
Is a pleasure vehicle.
Many more people use IN" trolley
car for pleasure riding and spend NOR"
money for it. than use automobiles.
Az In every industry. there must l."
conservation both in the nhnutarturin$
and In tho selling.
The time has gone 10y when dealer
can grow fat Ivy profits thrown inlD ms
lap, No longer may he merely a"rep!,
he must contribute. and In greater mcas-
ure. to the industry upon which he
thrirea.
He must cooperate more closely. more
intelllgently with the manufacturer.
lie must make service II bigger asset
to his business than ever before.
The shedding up of business. III" new
standards Of the value Of time. the scar
city Of labor, make motor trucks nI"!
farm tractors more 5r'rSSufE every NhN o
Incidentally this is true ais" Of tn" mo-
tor car.
The dealer who has been accustomed
10 think Of his customers only ~ hug :
ers of motor cars Will find that many
If them are Interested in enterprises
that need motor trucks. and that con-
siderable number uf city dwellcrs are
farm owners.
More than onG-third Of tho farms
thlrty-five per cent. arcOrding To GOV
rr1lmcnt stntlsticS--Arc owned by men
living in towns and cities.
The pressing need for Increased farm
production aud the scarcity Of laD"r
make the tractor the only solution.
Az for nrceSsuries--the four and "nr-
half million motor cars In operation in
the United States the vast rumhrr IF
trucks and the rapidly increasing output
Of farm tractors insure a steady demand
for them
The dealer who has confined his a.
tiyItics Ia automobiles can supplement
these activities.
The agency which made the treincnd-
Gus success nf the motor Industry h"-
comes Increasingly necessary 10 main
tain IT ~, it's high plane.
Now. perhaps NOR" than ever before.
the motor industry needs that whirh
is ite breath Of life.
Advertising is the surcst way Ia allHy
foolish fears ON the part of the public
and In the trade. to keep before tn"
public the necessity " the mntnr-driv"n
vchiclr to meet the present demands