The Denver Jewish news., 1924-07-17
DODGE BROTHERS POLICY
EFFECTS .. SUBSTANTIAL
SAVING FOR USERS.

tA.h YIN NsNIzNtN,
II Is quite evident from the com.
mcnts Of buyers, according to II. NJ. Al
lison, lIogcl-Allison Motors. Inc, Dodge
irothers dealers, that the public apprc-
ciates the Significance of Dodge Broth
crs policy OF making constant improve
mcnt In their motor cars instead of
changing models every year.
Magazines, newspapers and bulletin
boards everywhere are reminding the
people this month that this policy con
tinues to prevail and that they may buy
Dodge Brothers cars without fear of
seeing n new and entirely different
model put on the market soon after
they take possession of the present type
car.
Coming just at this time" said Mr.
Allison, when many manufacturers
are preparing TO issue new models in
keeping with their annual custom, this
advertisement is having striking eff
''as ~ F'i''N ~ u lfiS-
surance to prospective buyers. They
dislike the idea of buying u ear today
and finding month or so later that II
is an obsolete model. And II is natural
that they should. The depreciation
loss Is out of proportion for a few
months use Moreover, most people
like 10 be up-to-date in their motor
equipment and if they wish to follow
their desire in this respect they must
accept this sharp depreciation loss.
Dodge Brothers Motor Car owners
who buy new ears every year-and
there are many of them-have big
advantage here. a one-year-old Dodge
Brothers ear is modern in appearance
and mechanical design. That fact is
conceded by everyone. Equally import
ant TO its resale value however, is the
fact that II is substantially the same
car that Dodge Brothers will manufac-
there is no danger that this onc-year-
old ear will suffer an undue deprccia-
lion loss simply because an entirely diff
fcrent model Is about 10 make its ap-
pcarancc. We charge eff only for the
normal rate of depreciation for one
year. And the used ear buyer in turn
appreciates the fact that the price rep
rcsenis full value and that he can buy
the car with fun assurance of many
years Of satisfactory service
Another factor enters into this
policy which is also of considerable i'm
pOrtancc TO buyers. A change in
models involves complete change Of
dies and production schedules. II up
scis factory completely aud often
means virtual stoppagc of produc-
tion. This naturally means loss to
the manufacturer and his only recourse
is 10 get back in the price of his prod
net. The saving effected by Dodge
brothers, through their policy Of con-
slant, gradual refinement instead of
radical annual changes of models, Is
faithfully returned TO the buyer in the
form of surplus value. Every dollar
saved, of colurse, enables the factory to
give that much more for the money.
"The practice Of bringing out new
models every year is also responsible
for slow-up of sales during the sum
mcr months People hold on. whiting to
see what thencw models are like. The
fact that Dodge Brothers sales are con
tinuing at the normal volume is another
indication of the confidence engcndercd
by the practice of not issuing annual
models. Many buyers have said to us,
Dodge Brothers cars couldn't be finer
than they are today, either in appear
ance or riding comfort. | am not
AFRAID of Il change. There is certainly
10 occasion for it,
Also, although most owners do not
realize it, the cost of replacement parts
is greatly affected by bringing out
yearly models. One reason for the eX-
trcmely low price for Dodge Brothers
parts is the fact that parts stay stand.
ard for years"