San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1923-01-14
lord PROGRAM
lis 5000 CARS
| DAILY IN 1928
sreatest Year in History of
Industry Ahead, Says
Edsel Ford.
lar SHORTAGE LIKELY
Automobile Demand viii
Exceed Production, Presi-
dent Believes.
AR SHORTAGE LIKELY

ban during any other year in the his
ry of the motor car industry"
This statement by Edsel Il. Ford,
Resident of the Ford Motor company,
.sssed upon an analysis recently made
connection with the sales OF Ford
I'D Lincoln motor cars.
But the race is going to the sure
Ind not the swift" he added with a
characteristic touch of caution. at is
be a case of the survival of the fit
sst and the manufacturer who PUSHES
with a desire TO get lot OF sales
Without consideration of what he gives
return for the owners confidence
'aced in his product is not likely to
Ind the year a success.
"The demand is coming from a more
Concentrated sales effort on the part
manufacturers and dealers. Even
NTH all the cars now running, there
Re hundreds of thousands of poten-
sal owners in all parts of the country
Tho have yet to buy their first car.
"Dealers and manufacturers have been
bntent to skim the cream off the top
the market and now are engaged in
be business Of trading rather than In
he development of new car owners.
Concentrate on Quality.
"But the change is on the way. We
Have sensed it for months at the Ford
Eotor Company both as it relates to
lincoln cars and to FOrds.
"The great volume of prospective
1lyners are looking for their automo-
HES and the selling organization that
properly organized is planning to
larry the story to them.
boya hnnn devoted
ii building better, to increasing the
i,tual value offered in the products
lie build. Only upon such basis and
brious consideration can owner or buy-
Il confidence be permanently main
bined. When the natural reaction on
he part of the buying public expresses
self in steadily increasing demand for
product the matter of price autOmatl-
>nlly takes care of itself.
"Recent price reductions on Ford
Products in the face of the heaviest
1emand we have ever known, came as
he natural result of savings through
Constantly increasing production.
"When | say that the demand for
hrs during the year will be greater than
~ s~Defore, speak from facts compiled
n an exhaustive study of car purchas-
lulOuShbuI ihS NAAhN
buntry. The past two months, ordin-
rily termed months of low purchasing,
Nave seen steadily increasing rather
han diminishing orders, not from any
iue section but from all parts of the
puntry.
seasonal buying is on the decline.
fhere have been too many times when
he car buyer could not get delivery be-
l.. A,I -, ,,1n &c ~
h warrant any further continuance OF
his disappointment inviting condition.
$50 ordering cars is evening up.
fhe automobile in this country is looked
ipon as a stable product, much like
iothes or food. 1t is a necessity in
odern methods of living. For this
eason there S a large and virgin field
sales which is opening up to the
<ealer who is alive to the facts govern
hg the case.
Nearly 5000 Dealers.
"We sense our sales field through
dealer organization of nearly nine
thousand units. The majority of these
hits feel that attitude toward cars Of
Oh price as well as cars of low price.
from all over the country we are no.
cling a mounting interest in the Lin
bin.
"Sales of cars of this type are not
ecessarily restricted to the centers of
rye population. Such a condition in
le past has been brought about by the
ok of facilities for bringing the pur-
base of such cars to the smaller To-
blities, So in the quality car field.
here is large and undeveloped field
sales.
"In the sale of smaller cars many
ealers have lost sight of the supple
entary car sales where small cars, con-
enient to operate are being used as
uxiliary equipment by owners of large
lrs. There are many sales Opportun-
les for every dealer in this particular
- .sof business. This year will see
hang remarkable developments along
lese lines.
Commercial car sales are certain TO
Eel a stimulus as the buyers represent
by our industrial and commercial en-
.rprises gain confidence in certain types
commercial car equipment.
"Tke hc:-y volume of buying will
bme TO the dealers and manufacturer
ho go out after the dormant demand.
prophets of the law of diminishing
turn who are constantly talking sat
ration noint seem to lack the true
Irrespective which is that this country
one of such constantly eniarging
OPPORTUNITIES that there will always
more business than can be taken
hire of. Public belief and confidence
re the necessary factors in favor of
Increasing business. With these there
1n be no law of diminishing returns.
Swe find certain of our larger cities
here the population undergOes near
a 100 per cent change every seven
bars. Where can the law of diminish
returns find place in face of
pese conditions. The dealer is facing
steady turnover in customers coming
most as rapidly as he can adjust him
IL 10 the actual business in sight.
To Make 5000 a Day.
SNever before, in the history Of the
ord Motor Company have we made
hch exhaustive preparation for bust
,ss as we have been making in the
ST few months.
I'VE are urging our dealers to pro-
ct themselves and future owners
.ainst a real car shortage even in
&c of a daily production of 6000 cars
bicb IS our plan for 1928. And we
sIThat we are iustifieu in this
arping for the demani is going TO
coed these huge production figures.
Certain manufacturers are going to