The Birmingham age-herald. [volume] (Birmingham, Ala.) 1902-1950, 1923-01-21

Ou may say III mt CAh1li hSo
Edsel B. Ford. president Of the Ford
Motor company, in an interview
given out in Detroit this week, that
we are net seeking quantity pro-
6uction on Lincoln motor cars at the
expense of quality. In fact, we have
rather turned this rule over and our
purpose at the present time is to
place quality above every other con-
sideration.
THE same reasons which have
made It possible for the Ford Mo-
tor company to achieve the highest
production records ever made in the
motor car industry should make it
equally easy for us to obtain the
| highest records for quality. 1t is
| merely a question Of the financial
and manufacturing strength neces-
sary to command the best that the
engineering world can afford.
LAS We found it when we took it
over, the Lincoln was great
achievement in automobile construc-
ton. Such improvements as have
been made during the past year re
late largely tc the refining of certain
details where our engineers believed
that refinement would help.
| TN the motor we have done GER
tain things as they relate to the
I NOAAStl dSblOi VI Tie " Tie ma
terial used in the pistons and to the
finish on certain parts which have
resulted in somewhat smoother oper-
I atiCn although the power plant as we
I found it was exceptionally smooth in
its performance.
Bodies have come in for great
amount of attention, and at the pres
emit time we have a man inspecting
the various body plants building
body equipment for the Lincoln. In all
| plants which are doing work for us
we will have permanent inspectors
to watch every detail of finish as
| the bodies are completed.
The usual owner of quality car
has come to expect satisfactory
mechanical performance. In fact,
very few ever ask about the power
plant. But they are extremely crti-
cal about the appearance of the
bodies and the condition of the in
terror fittings.
in our inspection of bodies we
have set the most exacting standards.
in fact standards which l personally
believe are higher than have ever
before been set in the inspection of
| bodies. These relate to fit. finish,
strength, comfort, and every detail of
equipment and construction.
Naturally our full attention to the
elements of quality must restrict the
quantity production of the Lincoln
at the present time. Ultimately
quality will become natural thing
automatically achieved as develop
ments in manufacturing are made to
keep pace with the demands of quail
ity and these developments will
come In the proper course of events.
AT that time we will slowly increase
the. rate at which we are building
these cars. But the vigilance of
inspection will never be lowered. I'm
many ways the Lincoln, at the pres
ent time, gives the car owner SER
vice values which he is not expect
ing. and almost without fail we get
statements from owners telling us
that they are really surprised at what
the car does.
In our consideration OF quality,
we naturally turn to the thoughts
OF service. One difficulty encoun-
tered by the owner of quality cars is
the lack of service possibilities in
any but the larger cities. We are
utilizing our Ford organization to
overcome this situation as 1t relates
to the minor elements of service
which develops in the operation of
any car
Schools for dealers are being
maintained at the branches of the
Ford Motor company In all parts of
the country. and at these schools
dealers are learning the details OF
Lincoln constructions. The average
Ford dealer is generally exception
ally well equipped with machinery
ana Torkmen to do any kind of work
on motor car, They are being
taught how to apply these facilities
TO any demands made upon them by
owners OF Lincoln cars. Ultimately
there will be a service station in
nearly every community. adequately
equipped to render service on Lin
colin cars in the most satisfact Try
Kramer.
In fact this possibility is already
greatly Increasing the demand for
the Lincoln from many section where
the higher priced cars have never
been looked upon with any great
favor because of the lack of service
n0ssihilitias