The Pensacola journal. (Pensacola, Fla.) 1898-1985, 1922-01-15
DODGE BROTHERS
PRICES REDUCED
Reduction Made is Decidedly Unusual
in That it is Both Retroactive and
Indefinite.

The following article regarding the
new price Of Dodge Brothers motor
cars appeared recently in all the lead
ing New York newspapers:
Fifteen hundred Dodge Brothers
dealers were surprised to learn that
the prices of Dodge Brothers motor
cars were reduced in effect on Janu-
= airy LIST. Official announcement of the
reduction, the form and nature of
which caused n sensation in automo-
bile circles, was made by f. j. Haynes,
president and general manager of
Dodge Brothers, at the eighth annual
meeting and luncheon OF Dodge Broth
ers dealers in the Pennsylvania hotel
late this afternoon.
'-The reduction made by Dodge
Brothers is decidedly unusual in that
1t is both retroactive and indefinite,
that is according to the announcement
the new prices of Dodge Brothers cars
will not be made public until February
LIST, but will apply on all cars sold
after January 1st. This means, OF
course, that persons who have bought
Dodge cars since the first of the year
will be entitled to a rebate, the amount
OF which is still unknown to the pub
lie. The official form of the Dodge
Brothers announcement as 1t appeared
in newspaper advertisements so timed
that their appearance on the streets
would be almost simultaneous with the
verbal announcement at the Pennsyl-
vania hotel meeting, was as follows: =.
dodge Brothers will announce on
January list, 1922, a substantial re-
ductiop in the price of their cars, eff
fective January 1st, 1922
'In view OF the many other definitely
announced reductions by various auto
mobile manufacturers 1t was Instantly
conceded in all quarters that Dodge
Brothers had made a shrewd maneu-
yer. All officials OF the company, in
Guiding Mr.. Haynes, however, refused
point blank to make any comment in
addition to what was formally. an
nounced.
'The dealers meeting held by Dodge
Brothers was probably the largest and
most pretentious gathering Of it's kind
on record. The large bathrooms Of the
Pennsylvania hotel accommodated on
ly about two thirds of the diners, while
the others were placed in the foyer and
adjacent rooms.
"At the conclusion of the luncheon,
tables were withdrawn to make room
for all guests, whereupon another big
surprise, the first OF the day, was re-
veaied. 1t was a play. Present Com
pany Excepted written by Montagu
Glass especially for this occasion, and
produced by an all-star cast, including
such prominent Broadway celebrities
as Barney Bernard and julius Tannen
The play portrayed Abe Potash and
Morris Perlmutter, for the creation of
which Mr.. Glass has long been famous,
as Dodge Brothers dealers at Cyprus,
L. I. Mr.. Bernard played Abe and Mr..
Tanner was Morris. The efforts of
Messrs Potash and Perlmutter to live
up to the policies OF the Dodge Broth
ers were extremely ludicrous, and the
1900 guests laughed themselves al
most into Mysteries from the rise of the
curtain to the last tumultuos encore.
''The production of such a play,
which was Of standard theatrical
length, equipment, etc, was not only
unprecedented as a private entertain
ment, but was a. decided novelty to
the actors. Every guest at the lunch
con was presented with a handsome
leather-bound book of the play, many
OF them containing the autograph of
Mr.. Glass, the author. Owing to the
unusual success of the performance it
Is entirely possible that Mr.. Glass will
have the show produced for general re-
lease, as his contract with Dodge
Brothers provides for only the one
performance.
THE address OF the president, Mr.
Haynes, who was introduced by c. w
Matheson, general sales manager, fol-
lowed the show. Mr.. Haynes reviewed
the success OF the past year in which
Dodge Brothers were conspicuous as
one OF the leaders and emphasized the
greater possibilities OF 1929. He sup
,plemented his talk with a motion pic
ture showing some OF the more impor-
tant methods by which the factory had
co-operated with dealers in enabling
them to meet the heavy demand for
cars in the spring. The picture closed
with a reproduction OF the newspaper
in which appeared the announcement
of the price reduction-the first init
nation that such a move was even
contemplated by Dodge Brothers.
1T was an extremely dramatic final
touch to such an exceptional program"