The Dawson news. (Dawson, Ga.) 1889-current, 1923-02-20
AUTOMOBILE SALES TO
REACH PEAK IN 1923
PRESIDENT OF FORD MOTOR
CO. REVEALS NEW CONDI-
TON FACING MAKERS.

'The demand for automobiles dur
ing 1923 will be greater than during
any other year in the history OF the
motor car industry" This statement
made by Edsel B. Ford, president OF
the Ford Motor Company, is based
upon an analysis recently made in con-
nection with sales of Ford and Lin
coin motor cars.
"But the race is going TO the sure,
and not the swift" he added with a
characteristic touch of caution. 1T is
to be a case of the survival of the fit
test, and the manufacturer who rush
es in with desire to get lots OF
sales without consideration OF what
he gives in return for the owners
confidence, placed in his product, is
not likely to find the year a success.
"The demand is coming from a
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
contry who have yet to buy their first
car.
dealers and manufacturers have
been content to skim the cream off
the top of the market and now are
engaged in the business of trading
rather than in the development of new
car owners.
"But the change is on the way. We
have sensed it for months at the Ford
Motor Co. both as it relates to Lin
coin cars and to Fords.
THE great volume OF prospective
owners are looking for their automo
biles and the selling organization that
is properly organized is planning to
carry the story to them.
"All our efforts have been devoted
to building better, to increasing the
actual value offered in the products
we build, Only upon such basis and
serious consideration can owner or
buy er confidence be permanently
maintained When the natural reaction
on the part of the buying public ex-
presses itself in steadily increasing de-
mand for a product the matter OF
price automatically takes care of it
self.
Recent price reductions on Ford
products in the face of the heaviest
demand we have ever known came as
the natural result of the saving
through constantly increasing produc
ton
when | say that the demand for
cars during the year will be greater
than ever before, | speak from facts
compiled in an exhaustive study of
car purchasing conditions throughout
the entire country. The past two
months, ordinarily termed months of
low purchasing, have been steadily
increasing rather than diminishing or
ders, not from any one section but
from all parts of the country.
Seasonal buying is on the decline.
There have been many times when
the car buyer could not get delivery
because he waited in placing his or
der, to warrant any further continu
ance of this disappointment inviting
condition.
so ordering cars is evening up.
The automobile in this country is
looked upon as staple product, much
like clothes or food. 1t is a necessity
in modern methods of living. For this
reason there is a large and virgin
field of sales which is opening up to
the dealer who is alive to the facts
governing the case.
"We sense our sales field through
a dealer organization Of nearly nine
thousand units, The majority of these
units feel that attitude toward cars
of high price as we'll as cars of low
price. From all over the country we
are noticing mounting interest in
the Lincoln.
"Sales Of cars of this type are not
necessarily restricted to the centers of
large population. Such condition in
the past has been brought about by
the lack OF facilities for bringing the
purchase of such cars to the smaller
localities. So in the quality car field
there is large and undeveloped field
of sales.
I'm the sale of smaller cars many
dealers have lost sight of the supple
mentary car sales where small cars,
convenient to operate, are being used
as auxiliary equipment by owners OF
large cars. There are many sales OPP
portunities for every dealer in this
particular class of business. This year
will see many remarkable develop
ments along these lines.
Commercial car sales are certain
to feel a stimulus as the buyers rep