The Idaho Republican. [volume] (Blackfoot, Idaho) 1904-1932, 1924-04-24
WHY THE
FORD EXCELS

HOW clearly Henry fOfQ saw the
futrue of the automobile and how
well he phophesied it, is shown in an
article written by him in February,
1910 and published in a Detroit
newspaper.
In 1903, as the article states,
100000 horse-drawn vehicles were
sold as against $4,000 automobiles.
How the prophesied reversal came
appears in figures for last year,
which show the sale of approx
mately 1000, 900 motor cars durings
/ 1928 as compared with 100000
horse-drawn vehicles.
The article follows:
THE automobile of the past at
tanned success in spite of its price,
because there were more than
enough purchasers to be found to
take the limited output of the then
new industry. PropOrtiOnately few
could buy, but those few could keep
all the manufacturers busy and price
therefore had no bearing on sales.
1.-The automobile of the present is
making good because the price has
been reduced just enough to add sur
ficient new purchasers to take care
of the increased output. Supply and
demand, not cost, has regulated the
selling price of automobiles. The
car Of today is better by far than the
car OF few years ago, the natural
result of experience. The price is
lower, just enough lower to add suf-
ficient possible purchasers to buy the
increased output.
THE automobile of the future
must be enough better than the pres
ent car to beget confidence in the
~ Tod
lower in price to insure sales for the
enormously increased output.
THE car of the future must be
the car for the people, the car that
any man can own, who can afford a
horse and carriage; and mark my
words, that cars is coming sooner
than. most people expect.
I'm the low-priced car dwells the
future success of the automobile.
Comparatively few persons can af-
ford even a $1,000 car. A limited
number of factories can easily sup
ply all the demand for high-priced
cars, but the market for low priced
car is unlimited. More than 2,OOO,-
600 horse drawn vehicles were sold
by American factories in 1909. When
you substitute motor-driven vehicle
for each of these two million wagons
and carriages, you get an idea of
the automobile of the future.
THE low-priced car will not be
a makeshift, an automobile by
courtesy, machine built for a price.
1t is harder to sell a man who can
afford low-priced car than to the
man whose money comes more
easily. Not only must the successful
car of the future be low priced, but
it must present at least equal value
with the present high-priced cars.
1.-THE low-priced car should
be better than the car at
higher price, for more is expected of
1t. The man who can AFFORD the
high priced car, can afford man to
keep 1t in order, while the man who
has to buy a low priced car, II any,
has to look after it himself, whether
Or not he has any mechanical ability.
Likewise, when he buys, he buys for
business use and pleasure too. That
condition prevails today. The low
priced car must be better built than
he higher-priced product, because it
receives harder use. The successful
ow priced car of today Is successful
because it stands harder usage than
8 accorded to $4,000 creations.
Equally important with low cost
tb QuulIuCdJlOu OIL Tie car OIL inc
uture is low cost of upkeep.' The
weekly expense of an automobile
will be more important to the man
whose income is 500 a month than
will the cost price. The one he has
aved by easy stages, The other must
,e taken out of his earnings Case
inc bills, repair bills, tire bills must
'elow. They should be as low as
he expense bills for horse and
arriage. This low maintenance ac-
ornt can result only from light
weight.
so the far of the future will be
light as we'll as low priced. This
means the substitution of quality for
uantity even to the use of materials
lot yet discovered
1t is notable also, in connection
With the foregoing prophesy by Mr..
FORD, that during last year $780,
SO cars and trucks were produced,
Utilizing the statement made in
90 that the light, low-priced car
,ould enjoy the greatest popularity.