The Birmingham age-herald., 1924-01-27
WHAT'S MEANING
 OF FREE SERVICE
How The Term Has Been Mis- used And Abused In The
 Motor Car Business
By PERCY CHAMBERLAIN

'.Once upon a time"-some twenty odd years ago-a man whose name is lost to posterity, invited another man, name also unknown, into a cafe. The first man bought the seeoHa a bottle of wine (this was twerf Ddd years ago. remember) and told him a fairy story!
 He told him of wonderful new vehicle which would run by itself. He painted the invention in glowing terms. He was trying to sell it. He was the automobile salesman of twenty odd years ago. The second man was his prospects, rich mans son.
 To that conversation-and many sim liar ones during the next few years may be traced the free service" idea in the automobile business. @+3
 The rich mans son was skeptical. He wasn't sure the thing would run if he bought it. The salesman wasn't sure, either. But he promised to, do everything and anything necessary to make it run-free of charge.
 As the automobile was improved un- til its final acceptance by the public as a practical means of transportation, the idea remained - even after the need had been removed. It is an idea peculiar to the automobile trade. Say Free Service" and see if you can think of any other business.
 There are certain things done for GUS toners which are free" as far as any direct charge is concerned. For in- stance. the delivery of your package rather than making you carry it your self. These services are not really free" because they are paid for in the cost of the merchandise, as an expense of the business. .szs.s
 But 'free" in connection with auto mobile service has meant direct con- tribution~ to the maintenance of the au- tomobile. The service of a merchant is something entirely different from guarantee and maintenance of the mer- chandise he sells.
 The real meaning of the word ser vice was not changed simply because it has been misused by the automobile business!
 Service is the ability to serve. with all that the words imply. It means un- derstanding of the part played by cour- tssy and friendliness, as well as build ings, equipment and stocks of goods.
 In the automobile business service . has come to mean a technical depart ment or operation the repair. Thus the uae of the word free" with it, gen. orally means free repairs"-or con- tributsOn to the maintenance of the motor vehicle.
 The entire automobile dealer estab- Iishmsnt offers service" to the pub lic-tAe facilities aud understanding with which it can supply the public with its automobile needs. Included in this service offered are the sales, parts and maintenance departments. Just as the bank offers q ',serviee"-or the de- partment store.
 The service offered does not contem- plate free goods or free work in bank or dry goods store. Customers tell their friends of the good service" without meaning that they do not have to pay for ths services rendered.
 In the early days of the automobile it wa1 hard to draw the line between ''guarentee" and maintenance" An -tOmobIle engineers were experimenting tIA same as everyone e1se-including o~Dars. Today, engineering is sountt rt Is easy to trace causes and deter mine whether the expense is result of defective workmanship or material or is 1imply maintenance.
 Maintenance is purchaser obliga- ton. This is fundamental. The price of the article itself presumes that the pur- chaser will pay for upkeep due to his use thereof. If the merchant pays for any o3 it he must either raise the price of the article itself. take out of his earnings or cripple his real service.
 You press your own clothes-or pay for having it done. If you tear your new suit the first day you have it, you expect to pay for having it mended. You buy furniture polish and pay ser wants for using it-or use it yourself.
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