Richmond times-dispatch. [volume] (Richmond, Va.) 1914-current, 1921-11-20
SALE OF MEDIUM PRICED
CARS SHOULD Be LARGER
National Auto Dealers Asso-
citation Offers Valuable Sug-
gcstions to Manufacturers.
""nrrs Of 0pininn The! Entitled TO
something More Thnn Chassis. aud
Motor when Automobiles Initial
Gust Exceeds 81, 400.


81. LOUIS. MO. Nov. Manufac-
'nrcrs could expand the medium
priced motor car buying field by i'm
pressing nron the prospect that it
docs not cog, "a young fortune 10
Keep that kind 81 "a car" according 10
analysis by tho National Au,srnobiI.
Dealers Association of a number Of
Inquiries recently sent to buyers.
f.c"n"'ny was a prevailing consihcra-
'i"n ii the purchase OF tn. car In
Huifics we're sent 10 100 car owners
who were divihcd into ten purchasers
from each Of ton G.hl.rs
Then. too, this class ~ purchaser
limits that the manufacturer leaves
too many things on tho car that ne
regards as acccas"rics. that tile pur-
'hhs"r looks Oh as n.c"ssarI"s. For
instance. buyers In this field think
ih"y ar" entitled {" have their cars
com" through with theft proof locks
in"t"m","r. spare tire. spot light and
u" ilk". Thr man VINO buys 4 $500
ar may aEr"c that b.. Isn't entitled
20 anything NOR" than "a chassis ana
hohy and ON" who huys q car costing
NOR" nan 5000 may fec! able To uur-
Cnatn extra equipment. hut IN. InHn
VINO buys between yl0OO and s. 900
'""ls that n" H. entitled to something
h"sid" motor and "a plac. to slr
III" Inquiries AZ sent oUt by Cen
oral Manager Noock. Of the d.alcrg
association. developed som" rather in
t"r"sting things that IN. dealers
could do also 10 FOL more motor We
hici"s \ number suggested that cars
"er" too much uisrcprcScntcd by
statesmen. Then tie saleSfnAnager and
IN" Shicnen should agree on what
representations are 20 bc made by tho
statesmen. some sales were lost b.-
causr IT," saicsiuaIr~ story MIS- ont OF
lin" with To: hvus" policy
H"ur d"ai"ra are s;ill too indie
pendent don't care II YOU do buy
"' DON'T this Iurs'innnnir" reveals
although th"r" is pretty thorough
suspicion in ~" trade That tina, Kind
~ a dealer IS pretty rare bird nov.
courtesy !" the customer was stressed
hj Nii the buyers as being much
needed among Ia. solcsmcn In The
irad"
Tn" salesman should 70, tho pros
rcct behind tho wheel Get ia. prog
pcc' behind thu wheel OF any car"
said one. land Sc" the sales ron up
som" az IA" salient facts lryolopod
by IN" ru"rtionnair" w.r" That 20 per
cont az tho cars purchased Scr" closed.
models 50 per cont omen Tho plir-
chaser disposed % "a used car that On
the av"raE" WAS iw"uty-oighr months
old. which he had driven on an aver
ag. Of nineteen months for I7l5a
miles
In purchasing e car tn" reputation
~ IN" dealer Influenced 20 pcr cont I'm
the purchase. In 80 rc- cent of IN.
cases II did not. In two-thirds Of
the cascs tho reputation or the manu-
facturcr was an influence, IN ~ per
cent II was not
Comfort and convenience was n CON
sidcrn'ion among - per cent. pos
session OF same make Of car bv
friends consideration In 80 per cent
personal friendship with tho dealer or
salesman factor with 20 rr.r cent,
and ,rade-in allowance on used cars
With 81 per cent
rather unexpected angle 10 tho
nricc situation was brought ont in
the answer 20 tho following Gncs,i0n.
Motor car prices are lower now .han
'or many months DID rricc -cdur-
lions help YOU 10 decide 10 huy now -
S"vcnty-iivr per cont said price re-
auctions had nothing 10 10 with IL.
There were "th"r important consid-
eratioDs.