The watchman and southron. [volume] (Sumter, S.C.) 1881-1930, 1922-02-04
Keen Interest
In Price Cut
" hole Country Anxious to
Learn Amount of Dodge
Brothers Reduction
What is the purchase price?

What is the purchase price?
This slight but important alter
alton seems to have been made in
the famous slogan spread broad
cast by Dodge Brothers 4 few
months ago. The change was
brought about hy the most persist
eat epidemic Of public curiosity
since the time when Dodge Broth :
ers first announced that they We're
about TO market a car and then
refused TO tell what kind Of Il car
it was going 10 be. That was eight
Years ago.
Dodge Brothers latest bid for a
complete and exclusive monopoly
on puhlic attention, so far as it per
ilills 70 the automotive industry.
came on January II. when they
announced that they We're tabout to
max" a substantial reduction in the
pice Of their cars and then declin-
ed to tell what the prices would
be
Tho mere fac; that they will not
tell anlil February.1 makes every
one want to know Immediately.
j. II. McCollum. the Dodge
Brothers dealer here. waS con-
rlenting on the subject today. some
what on the order of the foregoing
paragraphs. When voice on the
telephone inquired. If there
wasn't chance TO get little ad-
vance information on those prices.
There We're good reasons. the voice
said. why the Tip" should be given
out in this particular case. and ii
would be sure to turn out to your
advantage Eut the dealer cX-
pressed his regrets and the voice
reluctantly withdrew
That is the way it has been go
ms ever since January IL the
dealer said. 4 never appreciated
what an intense interest there was
in Dods2 Brothers Motor Cars un-
I'll this happened. That fellow who
just called probably wan.ed the in
formation for some business rea-
son. or maybe for sheer curiosity.
Perhaps he had a bet with some
one. Anyhow. he refused to give
his name The great majority of
those who call. however, leave
their names and telephone numbers
and on February I we are going
10 have Il special staff busy calling
all these people and giving them
the real news.
we prefer this method of max
ing the new prices known because
it avoids the possible confusion re-
Sultins from publication Of FOB
Detroit prices. There is no dispo-
Slt!on on our part TO make nyS-
terry OF il. once the price becomes
known 20 US. But We have learn
ed that local people are interested
in local prices and that is what we
are going TO give them as soon as
we can figure the amounts after
we receive the information from the
factory In due time. OF course
these local prices will be published
but in order to learn the amounts
on the day Of The announcement
il will be necessary for interested
parties 70 call al our Sale>rooms
or leave their telephone numbers
so that we may call them.
1t is not difficult TO see that we
are going 20 have a big year as a
srear percentage Of these people
who want TO know about the price
are in the market for Il car. 1t
became known at our annual meet
ing in New York that Dodge Broth
crS themselves anticipated an eX-
ceptional year and made prepar-
atoms tor il. TheE exhibited a
motion picture in which some of
these preparations We're revealed.
They have been working steadily
AL winter, YOU know. and will be
fully prepared when the big rush
cone::-and the rush is only a few
days distant now. This means that
Dodge Brothers Will soon be ship
ping more cars per day than ever
before in their history
1T has taken millions of dollars
10 finance this tremendous program
of increased production. but every
one will soon see that it was an cX-
cclIent investment"
While it was generally expected
in the industry that Dodge Brothers
would make Il substantial cut. the
unusual form Of the announcement
proved TO he a vcritable bomb
shell NJ first glance it appeared
to be q somewhat mysterious pro-
cedlrr but as the full significance
OF tn" announcement dawned on
other manufacturers it was con-
ccdcd that it was an exceptionally
strategic move.