The New York herald., 1922-01-08

Increased only in proportion to the
greater costs of raw materials and labor.
In other words, although we could have
sold our cars for considerably more than
their list prices, We were all the while
thinking not only of 1919 and 1920 but
OF the years to come.
AS a result. our cars at their highest
prices showed an amazingly small in
crease over their lowest prices and in
addition they Incorporated many features
OF appointment and refinements in de-
sign that made them really worth more.
Our solo object was to retain and en-
hance the good will we had built UP.
In like manner, when prices began to
show a downward trend, We kept pace.
lowering our prices as fast as lower
costs of raw materials and greater efl-
cheney of labor permitted. The cumula-
tive effect of this policy was felt through
the results achieved in 1921. and will,
believe. be even moro in evidence in
1922.
Much comment has been aroused over
the slogan This Is q Studebaker year"
Ir fact, IL has been perhaps the most
widely quoted slogan in years. 1t be-
gan with the puolic-a spontaneous ex-
preston of StudebalSer supremacy. II
seems TO be echoed everywhere: in smok-
irg compartments. on transcontinental
where people gather. Conversation in
yariably seems to turn to a discussion
of automobiles. One man says, "Well,
this Is certainly a Studebaker year" !;
another answers, 1T surely is; the way
they are selling cars is really astound :
ing: and a third says, "Well. no won
der; they've got great car"
And SO 1t goes. And. as have said.
tho fact OF the matter Is that the slogan,
This is Studebaker year." originated
with the public. not with us, a nd we were
forced by public sentiment TO adopt t.
This slogan is not and was never in
tended TO be. a prophecy which might not
como true, but a statement of a condi-
tion as 1t actually exists. 1t is q reflec-
tion OF tho way people think and talk
al out US, the respect and confidence
which the namo Studebalzer inspires, and
the quality, performance and doIlar-for-
dollar value that have placed our cars
in such great demand.
If we reaped the harvest in 1921 and
paved the way to greater rewards In
,?2e and the years 10 come, tho answer.
]. believe, Is TO be found in the one fact
that we preferred TO maintain our es-
tablished ideals OF quality and fair
Trice5 rather than resort 10 any expo
diency that would cause these ideals TO
suffer. Little wonder, then, that the
Iublic continues TO cclo more and more
widely and frequently .he slogan, "This
Is a Studebaker year"
AS I view the situation, 1922 is going
10 prove keenly competitive year, and
the public is going to judge cars moro
critically with an eyo TO securing the
greatest value for cach dollar invested.
Tho days when anything on four wheels
would sell for almost any price asked
Rave passed. in offering our cars for
1922 wo have incorporated a number OF
features that give them added beauty
completeness and refinement. but our
IDEALS have undergone no change what
over. We arc continuing as in the past
TO pioneer along lines OF giving tho high
est quality at the lowest possible prices
During 1921. a so-called "off year. In
the automobile industry, VIC reached the
highest point I'm our history In number
OF cars produced and sold. and this year
we hope even to better that record. In