Eagle River review. [volume] (Eagle River, Wis.) 1890-1927, 1924-03-20
Low Priced Cars Must
Stand Hardest Knocks
HENRY FORD FoREsAW FUTURE
OF AUTOMOBILE TO ASSURE
BUYING PUBLIC

How clearly Henry Ford saw the
future of the automobile and how well
he prophesied it, is shown in an arti-
Gle written by him in February, 1910,
and published in a Detroit newspaper.
In 1909, as the article states, .2,000,-
900 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 approximately 100000 motor
, cars during 1923 as compared with 100
900 horse-drawn vehicles.
The article follows:
The automobile of the past attained
success in spite of its price, because
there were more than enough pur-
chasers to be found to take the limited
output of the then new industry. Pro
portionately few could buy, but those
few could keep all the manufacturers
busy, and price therefore had no bear
ing on sales.
The automobile of the present is
making good because the price has
been reduced just enough to add suf-
ficient new purchasers to take care Of
the increased output Supply and de-
mand, not cost has regulated the sell
ing price of automobiles. The car Of
today is better by far than the car of
a few years ago-the natural result Of
experience. The price is lower, just
enough lower to add sufficient posi-
bic purchasers to buy the increased
output.
The automobile of the future must
be enough better than the present car
to beget confidence in the man Of
limited means and enough lower in
price to insure sales for the enormous
Iy increase 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 car is coming sooner than most
people expect.
In the low-priced car dwe1ls the fu-
ture success of the automobile. Com
paratively few persons can afford
even a $1,000 car A limited number
of factories can easily supply all the
demand for high-priced cars, but the
market for low priced car is unIimit
ed More than 100000 horse drawn
vehicles were sold by American fac
tories in 1909. When you substitute
a motor driven vehicle for each of
these two million wagons and carriag
es, 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 price. 1t is hard
er to sell to man who can only af.
ford lowpriced 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 pre-
sent at least equal value with the pre-
sent high-priced cars.
The low-priced car should actually
be better than the car at higher
price, for more is expected of it. The
man who can afford the high priced
car can afford a man to keep it in or
der. while the man who has to buy a
ow-priced car if 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 bet
ter built than the higher-priced pro
duct, because it receives harder use.
The successful low priced car of today
| is successful because it stands harder
usage than is accorded to $4,000 crea-
tions
Equally important with low cost as
qualification of the car of the flu
ture is low cost of upkeep. The week
! ly expense of an automobile will be
more important to the man whose in
come is 500 month than will the
cost price. The one he has saved by
easy stages, the other must be taken
out of his earnings Gasoline bills, re
pair bills, tire bills must be low. They
should be as low as the expense bills
for horse and carriage. This low
maintenance account can result only
from light weight.
1t is notable, also, in correction
with the foregoing prophesy by Mr.
Ford that during last year 2,090,959
Ford cars and trucks were produced,
fulfilling the statement made in 1910
that the light, low-priced car would en-
joy the greatest popularity.