San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1923-04-01
MEXICAN DEALERS
b go AFTER BUSINESS
IN AMERICAN WAY
Uce Extensive Advertising
to Promote Motor
Car Sales.

Washington. ID. C.. March 81
Mexico is rapidly adopting American
methods of automobile sales promo
ton. according TO an article in "Ex-
celsjor." Of Mexico City, a translation
OF which has been received by the De
,iartment of Commerce from the Amer
lean. Attaches office in that city.
Advertising is used extensively in
promoting automobile sales All the
leading newspapers have special auto
motive Sunday supplements which
carry many pages of interesting in
formation about automobiles and mo-
tors. and a large amount of advertis-
ins. The advertisements usually are
furnished by the manufacturer. al
though some merchants, says Excel
sior, think the advertising copy should
be prepared locally by competent in
dividuals with n thorough knowledge
of the character and preference of the
Mexican public.
The Compana Automotrix Mexicana
has created an enormous building in
the paseo dc Ia Reforma, exclusively
for the exhibition Of cars. with garage
service and repair departments. Two
other companies arc putting up large
showroom buildings.
During the last automobile exhibit
ton. held in the National Theater of
Mexico City, a dealer hired n space in
front of the entrance to the theater,
erecting a large platform on which an
automobile ran continuously for eight
days. This exhibit attracted great at
tention: the public being especially in
terested in its gas consumption, which
was one of its principal settings points.
Travel over difficult roads is an
ether form of advertising n particular
make. Recently an American motor
car made a trip from New York City
10 Mexico City. arriving there with the
interesting statement that its driver
had not suffered any serious inconven-
fences on the long journey. The pub
lie was greatly excited by this per-
Torrance and the newspapers gave the
car a great deal Of free advertising.
Many dealers demonstrate their
makes by running cars through the
cities carrying large lettered banners,
which seems TO be an effective mode OF
advertising.
Regarding actual selling, statesmen
usually work on a basis OF commits
sion. or commission and wages. The
commission statesmen generally get u
per cent to 2Ea per cent on sales
though there is no uniform method OF
remuneration.
Statesmen never have n definitely as
signed territory but work wherever
they see an opportunity for a sale
The dealer gives them leads" IL the
prospect is outside the city, negotia
lions are opened by mail. One loca
firm. following closely the genera
method used by large firms in othei
Z countries, maps out the city and sur
( rounding country, marks sales with {
red pin and prospects with a whit
pin. and in this way keeps it's sales
men constantly in touch with all posi-
bilities. When competition is espe
ciaily keen, statesmen make house t.
house canvasses.
Commissions on used cars are les
than on new ones. So many use car
are now in stock that many dealer
have organized in an agreement to &C
cept no core, and others will take II
exchange only used cars in th' best o
condition. Used cars when sold carr
4 guarantee. One firm accepts onl
used cars Of the make handled by II
and Sells used cars only for the &C
(,oiint OF the owner, collecting a com
Mission on the sale and ercditing tn
Needs Of the sale to the account o