The Washington herald., 1921-04-24
COLLINS SEES BIG
CADILLAC DEMAND
Company's President Reviews
History of Popular Make
OF Car.

A significant chapter in the his
tory of the automobile industry is
the story of the advancement of the
Cadillac from the class of the low
est-priced cars on the market to its
present association in the minds of
the public with the highest quality
American and European cars.
This signal achievement is re-
ceived in a message of r. H. COL
Inns. president and general manager
of the Cadillac Motor Car Company.
AS to the future Mr.. Collins said
that there would occur this year
the greatest shortage of Cadillac
motor cars in the history of the COM
pany; that the company was firmly
committed to the policy of building
eight-cylinder cars which would
continue to be the standard of the
world; and that present prices of
Cadillac cars would remain un-
changed throughout the year.
The first Cadillac model, built in
1903 was in competition with the
cheapest automobiles on the market
at that time. Its price of $3.50 def
nitely placed it in that class.
By a series OF refinements and i'm
NdullldC
climbed out of the company of the
lowest-priced cars until in 1909 it
had reached a point of comparison
with the moderate-priced cars listed
from 81 500 to $4,000.
In Another eight years, Cadillac
had again advanced to a higher
class, as a result of improvements
in design, materials. workmanship
and performance. The public de-
finitely thought of the Cadillac in
1917 in the company of cars selling
from s2.500 to $4,000.
With the coming to the company
of r. H. Collins as president and
general manager, in that year the
Cadillac began the greatest strides
in its history.
Its official appointment as the
standard seven-passenger car Of the
United States army, navy and Ma
rine Corps. after the most critical
tests in the world war is an evil
dence of the universal appreciation
of the great improvements in Ca
dilIac within the last four years.
The Cadillac. during this last
period; has placed itself beyond all
price considerations. The luxurious,
dependable Type So Cadillac is not
considered in a price class. and is
compared only with automobiles
costing much more.
Owners of Type So Cadillac"
said Mr.. Collins, know, of course,
that the present price of the Cadil-
lac does not represent a wartime in
hation. similar to the imitation Of
prices of some other articles of
merchandise.
In the latter case, buyers were
asked to pay twice the normal price
for the same, or inferior goods. In
the case of the Cadillac, the vast i'm
provements in design, workmanship,
performance and luxury of the Type
So would have demanded a big ad-
vance in price. even though the
prices of other commodities had not
advanced.
The principal. reason why the
Cadillac costs more now than it did
a few years ago, is because It is
much better automobile.
Cadillac engineering and manu-
methods are constantly
being improved. Research for i'm
proved design, better materials and
even more precise workmanship.
never ceases. The question of cost
will never deter US from incorporat-
Ing in Cadillac construction those
refinements which we believe would
increase the dependability of the
car and the satisfaction OF our own
ers. II this should necessitate an
increase in the price Of the car, the
increase would follow as a matter of
course" concluded Mr.. ColIins