The Washington times., 1923-01-13
FORD SEES BIG
AUTO YEAR
AHEAD
Predicts Greatest Demand in
History Of Business Dur
( ing 1929.

THE demand for automobiles
during 1928 viii be greater than
Turing any other year in the his
tory Of the motor car industry"
This statement made by Edsel b.
Ford, president Of the Ford Motor
Company, Is based upon an analy.
ais recently made in connection
with the sales Of Ford ana Lincoln
motor cars.
But the race is going to the
sure and not the swift" he added
with q characteristic touch OF caus
ton. 1T is to be q case Of the
survival OF the fittest, and the man
ufacturer who rushes In with D
desire to get a lot OF sales with
-eut consideration Of what he gives
in return for the owners conf
dence placed in his product is not
likely to lind the year q success.
The demand Ii coming from q
more concentrated sales effort on
the part Of manufacturers and
dealers. Even with all the cars
now running, there are hundreds
OF thousands Of potential owners
in all parts Of the country who
have yet to buy their first car.
Only Cream SKINNED.
Dealers and manufacturers
have been content to skim the
cream off the top Of the market
and now are engaged in the busl-
ness Of trading rather than IN
the development OF new car owners.
But the change IL on the way
We have sensed it for months at
the Ford Motor Company, both as
It relates to Lincoln cars and to
Fords.
1.-THE great volume Of prospec-
tive owners is looking for auto
mobiles and the selling organize
ton that Is properly organized Ii
planning to carry the story to
them
"All our efforts have been de.
voted to building better, to increAs'
ing the actual value offered in
the products we build. Only upon
such basis and serious considera.
ton can owner or buyer con-
fidence be permanently maintained
When the natural reaction on the
part Of the buying public expresses
itself in steadily increasing demand
for product the matter OF price
automatically takes care ok Itself.
Recent price reductions on
Ford products in the face Of the
heaviest demand we have ever
KNOWN. came as the natural result
OF savings through constantly in,
creasing production.
When / say that the demand
for cars during the year will Sc
greater than ever before, / speak
from facts compiled In exhaustive
study OF car purchasing conditions
throughout the entire country. The
past two months, ordinarily termed
months OF low purchasing, have
seen steady increasing rather than
diminishing orders, not from any
one Section but from all parts 81
the country.
Seasonal Buying Declines.
Seasonal buying il on the de.
cline. There have been too many
times when the car buyer could
not get delivery because he waited
In placing his order to warrant
| any further continuance of this
disappointment inviting condition.
SO ordering cars is evening IN.
The automobile in this country II
looked upon as a staple product.
much like clothes or food. It Il
| necessity in modern methods Of
living. For this reason there In a
large and virgin field Of sales which
is opening up to the dealer who
is alive to The facts governing the
case.
I'VE sense our sales field through
a dealer organization of nearly
nine. thousand units. The rnaioritv
of these units feel that attitude
toward cars of high price as wei
as cars of low price. From nj
over the country we are noticing a
mounting interest in the Lincoln.