Imperial Valley press., 1922-02-11
WHY THE FORDS
BOUGHT LINCOLN
To Gipe Relief and Push 1t
Among Higher Types
of Cars

Saturday, February 4th, Henry and
Edsel Ford, in association with Henry
NJ. and Wilfred c. Leland, who orig
inally founded the Lincoln Motor Com
pany, took over the entire plant and
equipment of that Company.
This believed to be the beginning
of what is expected to result in one of
the most far-reaching affiliations In
the motor car industry; on one end
the tremendous Ford institutions turn
ing out a million or more motor We
nicles year, and on the other end
the Leiand-built Lincoln, which IN
comparatively short time has forged
| it's way to the front as probably the
finest constructed ear the world has
ever seen.
1t brings to the Lincoln Company
Ford's almost limitless resources, and
lack of finances was the only handicap
the Lincoln Motor Company has ever
| experienced. 1t also brings together
| two men who are recognized as un-
questioned leaders in their respective
fields, Ford as the master nanufact-
| urer in quantity production, and Hen
ry NJ. Leland as the master OF the
finest things mechanical.
| While the new Lincoln Company
| becomes affiliated with the Ford Mo
tor Company, the executive personnel
| of the two concerns will be held sep
| arate and distinct, the management
/ e IL.
with Henry NJ. and Wilfred c. Leland;
| in fact, this was one of the conditions
insisted on by Mr.. Ford at the outset
Of the negotiations.
| An increased manufacturing sched-
ule will be inaugurated Immediately,
| there being large amount of stock
| in various stages of completion and
which is finished and ready for as
sembling. The former Lincoln manu-
featuring organization has largely
been held intact and preparations
were all made in advance SO that ev-
Ierything would be in readiness to go
forward as soon as the necessary
formalities had been completed.
1t is apparent that many persons
have been misled into the idea that
the Ford connection indicates a revo-
luton in policies, particularly as those
policies concern manufacturing prac-
tees and selling prices; but it is con-
TENDED that anyone at all familiar with
fine car construction knows the absur-
/ ditv of any sweeping reduction In
prices for car of the Lincoln's
character.
Both Mr.. Leland and Mr.. Ford have
emphasized in the strongest possible
terms that any thought of change IN
the Leland manufacturing standards
would be utterly out of all reason.
Henry Ford himself made it very
clear when in a recent interview he
said that his principal object IN IN
teresting himself in the Lincoln Com
pany was to insure the perpetuation
of the Leland high standards of manu-
featuring practice. Rumors had been
circulated to the effect that certain
interests might outbid him with the
purpose of discontinuing the Lincoln
car in order to get it out OF competl-
| ton. When Mr.. Ford heard of this he
| seemed more determined than ever
| to see that the Lelands got square
deal. and in that connection, he SAID
among other things: "It would be an
| industrial crime to wreck an organlza-
| tion like that and have the work OF
| Henry Leland and all that he stands
for in the motor industry lost to fur
ther development of the motor car.
! Of all places in the world where a
thing like that should not be done,
Detroit can least afford to have such
a blot cast upon its good name. And
| tba Wrecking of the Leland organl-
zation just isn't going to be-thats
ALL" ~,
The newly established selling prices
| inst announced show reductions rang
inc from $500 to $1,000, according to
the body type, but it is declared tnat
| these new prices are CONSIDERABLY
| less than are warranted by actual
production costs. 1t is the conviction Oh
Lincoln officials, however, that the
expected increase in volume OF safes
assisted by Fords tremendous purchas-
;nq power, which will be realized later
on' will Justify the sacrifice Of i'm
| mediate profits; and as the new prices
are based upon anticipated, rather
than upon actually existing advan-
ny;ces must necessarily obtain Tor a
price smust necessarily obtain for
| long time to come.
Another point which is emphasized
bv the officials is that the company
will continue its policy of not hay hay
ing so-called yearly models. ms
policy, it is claimed, insures the car
purchaser against undue depreciation
IN the resale value of the car. 1t
IS IS also asserted that inasmuch as the
present eminently fine mechanism OF
tbe Lircoln car was thoroughly de-
veloped before it was marketed at all,
there is nothing in the line OF changes
under consideration.
The essentials of the merchandising
policy. II
policy, it is said, are also to be CON
| tinued as before. The Lincoln Com
nany has prided itself upon the ex-
ceptional character of its distributors;
however the scope Of the distributors
j 1. ha nj mont