San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1923-01-14
President Says Demand for
Product Is Greatest in
History.
GROWTH IS REVIEWED
Neon Company Began Max
ing Automobiles Sixteen
Years Ago.
BY STEWART MCDONALD,
President Neon Motor Car Company

l am very reluctant to review past
accomplishments, and would much rath-
err talk abOu the future and what II
holds for the Moon Motor Car Com
pany. The company has made such a
phenomenal success during the last four
years that l have been asked by a
great many people as to what we credit
this growth.
Frankly. so many things have played
part in our development, that it is diff
ficult TO pick out any one particular
reason. The Moon Motor Car Com
pany is the outgrowth OF the old Moon
Buggy Company, which was founded
nearly half a century ago by Joseph
w. Moon, and even in those early
days, the company was noted for its
fine coach work. In 1905, the COM
pany began 10 experiment with automo-
bilcs, and in 1907, the Moon Motor
Car Company was founded. The first
year the company built twenty auto
mobiles, which were sold through its
carriage dealers.
The company experienced the usual
hardships that were the lot Of all
pioneers in the industry. 1t weather
ed all storms. was fairly successful and
has never gone through any refinanc-
ing.
The company started its phenomenal
progress with the advent OF the Victory
model in 1919. The reasons behind the
design of the Victory model are in
teresting. At this time the used-Car
problem was just beginning to be felt.
and we thought the time had arrived
when a car having around 10 or lis
inch wheel base, built OF specialized
units. of distinctive body lines, would
find a ready sale with the motoring
public. We were all of the opinion that
a car Of this design would be such that
when the owner was ready TO trade it
in the dealer could give a fair allow
ance and in turn find a ready sale on
the secondhand market.
Progress Is Rapid.
The Victory model found immediate
public acceptance, and our climb to
leadership began. Another thing that
has played an important part in our
progress is the adherence 10 the general
Moon design.
In other words, we believe il a per-
son, when he buys a new car, feels as
sured that the design will not be
changed in six months or a year. strong
sales resistance is overcome. because no
one wants to buy an article and then
III u lew IUUtllS lllu iudl bl uCtOuHL VI
the design being changed, the car is
out of date.
Today it would take a very keen eye
10 see the difference in body lines be-
tween the 1919 Victory model and the
present 1923 GO car.
Distinctiveness in design-individual-
ity-is another important factor. We
felt that the time had arrived when
the average motorist desired individual
ity in his motor car. the same as in his
home, his clothing and other belongings.
With this idea in mind, we put forth
every effort to build a car that was
distinctive in appearance, that evil
denced great attention to detail and at
the same time had that inherent me
chanical excellence without which no
car can hope to be a success. Taking
it all in all, our idea was to build a
car that would be pleasing to the eye
and of unQuCstiOnable mechanical cZ-
cellence; a car that could be sold at a
price within the reach of the average
buyer and would represent full value
for the money.
The only way that success can be
measured is by business done. Now
let's see what Moon has done since
the advent of the Victory model.
To Build 5000 Cars.
In 1920, which, as every one knows
was a period of initiation and was a
sellers market, the Moon had the big
gest year in its history. Then, 10.
wards the latter part of 1920. and prac.
tically through the entire year of 1921,
period of deflatiOn set in and com.
petition in the autOmOtive field was
keen. 1t was a buyers market-thC
public sCrutinized values more closely
than ever and demanded full value for
their money. During this year Moon
sales equaled sales of 1920, which / real
ly believe was the exception rather
than the rule that year. In 1922 sales
more than doubled any preceding year
and this record could have been bet.
tered had we received the necessary
material with which to build cars.
Orr plans for 1928 call for the build,
ing of $1,000 motor cars which our
dealers, in a recent convention held at
the factory, have already contracted
for. Our factory today is running at
full capacity and our dealers are taking
their regular allotment of cars. During
the winter months a large number OF
these cars will be stored by the deal.
errs SO that they will be in n position
10 make prompt deliveries when bust
ness opens in the spring.
In order TO assist the dealer in ware
housing cars, the company has formu
lated a plan whereby it renders finan
cisl assistance to the dealers
The outlook for 1923 is bright. Tho
metropolitan centers will absorb a,
many il not more cars than they did
in 1922, and in the rural districts, the
demand is going to be much better Ir
practically every section, crop cOndi
lions have never been better, which nat
urally means the farmer will have
money and he is going to buy automo
hiles. because to the farmer the auto
mobile is an absolute necessity and dur
ing the last two or three trying years
the farmer has not been in n position
10 buy automobiles. The point has beer
reached where it will be n case o
either walking or securing new trans
portation.
Expect Banner Year.
Then, too, there is the export field
At the present time we are shippin,
cars 10 practically every country il
the world and il looks as if there I,
going TO be a big increase in this field
during the next twelve months.
Good roads also win play m i'm
portant part in the progress Of the an
tomotye industry for next year. II