Evening star., 1924-03-09
VALUE |SPR|NC|PAL
AUT0SALESFACTOR
Jewett Says Public Goes
Where Most Can Be Obtain
ed for Its Money.

with prosperity on every side of
US we find the American public vain
ly seeking subjects over which verbal
strife may be created" says Harry NJ
Jewett, president Paige-Detroit Motor
Car Company.
Every one has started the present
year better off in worldly goods than
at any time in their past. The salts
fed American citizen doesn't exist
Now we find ourselves in the midst
of violent arguments on the taxes,
farmer problems, presidential posi-
bilities, European debts and the Vol
stead act.
This is a healthy condition for our
country. 1t shows that its citizens
are possessed with an everlasting
ambition.
Take Prosperity for Granted.
"The farmers are loudly singing
their woes; the salaried man and
wage earners want lower income
taxes: the wealthy class is in search
of ways and means to bring about a
similar condition: politicians are test
ing out public sentiment for their
various 1924 election selections, and
the south's cheer leaders are still
urging Muscle Shoals. You hear
nothing said about prosperity. 1t is
universally accepted by every class
Of Americans.
'It would be timely for some one to
start talking about how really pros
bile business. while the industry is
generally taken as the business ba-
rometer by the present generation I
always think of national prosperity
in terms of automobile sales.
Record Last Year.
"The last year, as we all have heard
many times, was the biggest we have
that the list of automobile manufac-
turers shrunk approximately 20 per
cent, but these were builders of a
fraction of the production of any one
of the larger companies.
The business during 1928 began to
show that it is settling into sur
vival of the fittest' condition. the
'fittest' in this case being those COM
panieS that are giving the biggest
value for the money. The best SELL
ing motor cars during the present
year will be the same big buy for
the money The American public is
motor-wiss and shops where It can
get the most for its motor dollar.
Women learning to drive cars crs-
ateS Il great market. Two cars are
necessary to the household of the
man OF means when woman becomes
an expert driver. That they are
gradually coming into their own in
the motor car field is evidenced by
the increase in purchase of automo-
biles by women in their own names.
Per Cent Womcn's Purchases.
Our distribution department re-
ports that per cent of the PaigeS
and Jewetts sold in the United States
last year were purcha aSed by women.
Compare this with the fraction of ]
per cent of the production of our
company which women bought in
1922.
Turning further we find that the
man with an income Of less than 5000
monthly has found the need of
motor car. He is purchasing this
household necessity by combining
with the other one, two or three
members of his family. They own it
on share basis. Their standard of
living improves.
Business firms have long since
realized that a representative in a
motor car is worth many on foot
Sales to this class of buyer have
steadily increased with the nation
wide prosperity.
with the increase in motor car
ownership comes an increase in re-
placements. Once an automobile
owner, always one.
Who said the point of saturation
has been reached? The recognized
builders of real motor car values will
continue turning out automobiles to
supply the demand for years to come"