The Telegraph-courier. [volume] (Kenosha, Wis.) 1888-1946, 1924-01-10
Establish a New
Production Mark

One million cars built and sold in
the first nine years and eleven days of
production.
This is the latest achievement of
Dodge brothers, Detroit, who thereby
add another to their long list of not
able contributions to the automobile
Industry.
1t is worlds record.
No other manufacturer, according to
official figures shown by Dodge broth
ers executives in support of their con-
tentions, has achieved the one million
mark so soon after the completion of
his first car.
Dodge brothers began production on
December a, 1914. Car No. 100000
rolled off the final assembly line De-
cember 10, 1928 years and IL days
later.
Strong public demand has given a
constant impetus to Dodge brothers
production from the very start. At
the outset they were oversold-and
have been ever since, despite enlarge
ments which have converted a factory
of some 20 acres of floor space into a
great industrial city employing TO-
/ 900 men and having floor space of
more than SO acres. Only few months
ago a large new assembly plant was
placed in operation, increasing plant
capacity to approximately 1000 cars a
day and placing Dodge brothers in a
better position than ever before to
build their share of the huge output
scheduled for 1924.
While factory officials are pleased
at the attainment of the one million
mark in so brief period, they attach
far greater Importance to the fact
that more than 80 per cent Of the first
million cars are still in service.
This is the point that interests the
public, they maintain, for it is en-
phatic evidence that quality production
has always had preference over guam
tity production in Dodge brothers
works, even when the most heroic
measures were being adopted to in
crease plant capacity to meet the dn-
creasing demand. "a 81 %
| 1t is also more important that mere
numbers to the automotive industry as
whole, as it is indicative of a con-
slant betterment of the product, as
compared with the early days of ex-
perimentation and unreliabilty.
In almost every town in the country,
and in many abroad, there are Dodge
brothers cars Of 1915sand 1916 produc-
ton, with hundreds of thousands of
miles to their credit, still giving faith
full daily service. Naturally, the peo-
pie in these communities know about
the carsaand point to them as evidence
of a conscientious effort on the part
of the manufacturers to build a pro-
duct more and more worthy of general
| public acceptance.
'When you consider the number of
cars lost annually through fire and 9TH
er forms of accident" said a Dodge
brothers executive who is attending
the automobile show, "this is really a
remarkable figure. To have 80 per cent
of million cars still in service after
nine years and any one can prove this
to his own satisfaction by examining
the registration records-can mean only
one thing, and that is scrupulous care
| in manufacture.
at is a wellknown fact that most
people never take care of their cars
the way they should. 1t is particular
! ly true in the case of DJJs,c brothers
cars that they are subj to the
most terrific abuse, simply because
they have the reputation of being able
to withstand it. Knowing this, Dodge
brothers have never hesitated to buy
the very finest of materials. In fact,
there was no other choice, had there
been any tendency to depart from the
ideal of the founders. The cars repu-
tation demanded it.
"There are innumerable instances in
which Dodge brothers go beyond ordi-
| nary manufacturing practices in their
| effort to produce an exceptional car.
1t is this policy which is responsible
for the present remarkable record
one million built, and over 80 per
cent still in service"