Great Falls tribune. [volume] (Great Falls, Mont.) 1921-current, 1922-11-12
W|LLYG-OVERLAND
MAINTAINS PRICE
REDUCTION LEAD
Quality of Cars Have Been
Maintained in Spite of
Cuts Made.

With nriee cuts t~otaIing 40 per cent
since the peak figures of 1920, the
Willys-Overland company maintains the
lead in price reductions on It's various
models,
This was the statistical information
sent out from the nations business
centers during the past week In the
following New York dispatch:
Reductions made on the various
of 1919-192O are: Overland, 40 per
cent; Ford. 4S per cent; Chevrolet, 50
per cent; Dodge Brothers, 81 per cent,
and Maxwell, % per cent"
On August /, 1920, Overland prices
reached their highest point. On that
date the WHY'S Overland company, due
to exorbitant costs of raw materials
and labor. was forced to mark up its
product to S1,O35. This was soon aft
er reduced to $500.
The biggest slash ever made at one
stroke on a popular priced car, a cut
that staggered the automobile industry
at the time, was the announcement on
June, 1921, that Overland would IN
future sell at $685., a reduction OF SZoo'
Final Cut Last August
By this move John n. WHY'S, presi-
| dent of the Willys-Overland company,
recognizing the fact that much lower
| prices had to come to fit the public's
purse, blazed the way to rock bottom
| figures.
Still another cut occurred on August
3. 1921. Overlands being reduced to
| s5o5. at which price they remained
until last spring when Willys-Overland
reduced to $3.50 and again last August
to S525..
The history of the present WHY'S
| knight price of $1,235, from its peak
figure of $1,000, is n equally start.
ling and is further convincing proof
of the foresight of the Willys-Over-
land company in recognizing the need
of such price readjustments to meet
the altered economic conditions.
'"The best feature of the series of
price cuts is that we have been able
to make these without the sacrifice OF
quality in u product" commented
Lee Forest, manager Overland-Forest
company. when his attention was di-
rected to the New York news dispatch.
Maintain Quality
price reductions, we have found
have not been the sole factors to guide
our prospective buyers DECISIONS
Naturally. buyers are interested II
lower prices, but we have found tina
/ MANY OF them nave ilFGollSaNSU bNAoA
purchasing to find out the reasons be,
hind the price reductions and to seel
~compensating inferiority for the lower
figures.
In this respect we have been prout
TO comuare our ears with any on th'
market in their respective price classes
"For the past two years, while oul
sales department has conferred ITS en-
ergy on getting a volume of business
which would permit cutting the price!
to new low Levels, our engineering
metallurgical and production depart
ments have hsnt all their efforts OF
attaining new planes OF efficiency ait
quality Of manufacture.
Power Plant Improvements
"You see the result in improved
motors that are more economical thal
ever before; sturdy rear axles so de
signed as to be readily accessible 10,
ali emergencies. and better alt-Stee
bodies which make possible a more last
ing enamel finish. There are onl.
three other automobile builders "hos
product possesses this last feature
: and all of them are higher priced car
, than ours.
"SimiIar improvements of the poWe
| plant. superior axle construction,
clutch of new design, plus a score o
, refinements of lesser Importance, ar
sufficient evidence of the added qualit
! of our Willys-Knight line.
I These sincere ~endeavors to lmprov
!, our product, at the same time that W
c have tried to cut production costs
have been reflected in u sales
Toledo, where we have already mar
keted more thar 1,800"cars at reta
and more than 5000 throughout tn
t entire Toledo branch wholesale terri
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