Evening star. [volume] (Washington, D.C.) 1854-1972, 1924-12-21
BRIGHTER COLORS
IN AUTOS FORECAST
Pendulum Swinging From
Somber Hues as in Cloth
ing, Maker Says.

Brilliant and variegated colors will
predominant in automobile bodies the
coming season. in the opinion of b
+. Everett president of the Ricken-
hacker Motor Company.
There are several reason for this
according to Mr.. Everett. First" he
Gays, 1--WE have the natural reversion
Cf the buyer from the somber color
effects which succeeded the war, The
influence of this is seen in dress as
we'll as in motor car colors-the pen
dulum is swinging to the other ex-
IRENE.
Then we have the spirit of opti-
mism and good cheer which pervades
the very air we breathe.
This can only be expressed in col
ors that are gay and bright.
so the demand is for more color
and variety of color combinations
such as we did not know even in the
days when we unblushingly called il
pleasure car
New Finishes Perfected.
But this demand for individuality
end variety of color effects in motor
cars would have gone unsatisfied but
Tor another fortu;tous circumstance.
And, that. paradoxically, was also
a direct result of the war.
I refer to the new lacquer finishes
we will all use the coming year.
These compounds are known under
various trade names such S 'Ticko,
'puro,' 'DuCo Pyroxilin. etc. but in
all essentials they are similar
This lacquer is a gun-cotton prod
net, and while it's advantages have
long been known, it remained for the
war TO put the makers of ammunition
on a volume production basis and &c
build tremendous plants for making
the various compounds.
When the war ended those vast
plants were there-but there was ne
outlet for their product.
American ingenuity found one
And so we have the lacquer-f finished
automobile.
This material has several advan-
tages over lead paint and varnishes
from the standpoint OF both maker
and buyer.
Stands Up Longer.
TT hardens so that it stands uT
longer and retains its luster. Better
still, it can be applied in as many
hours as the old process required in
DAYS. lnat means We can luTu Ou'
q special color Job in three days
where heretofore it required several
weeks.
The cost of carrying the invest
ment in chassis and bodies during
those weeks was an important item
of overhead when we tried to com
ply with a buyers preference in
colors. Today that item is greatly
reduced Customers used to think
that manufacturers We're arbitrary IN
their inSistence on one or two colors
aS standard. That was not the
answer. We got as tired as the Gus
toner looking at the same hues al
the time,
But if we gave each buyer his
own preference, we would have had
10 increase the price beyond any rea
son that he could see. -Tico, which is
The trade name of the particular
lacquer we use, solves that problem
for US and for him. So the coming
Year you will see more color in cars
Than YOU have ever seen before
even in Hollywood. And l, for one
am glad of it.
1--WE are all susceptible TO the in
fuence of colors-and whether or not
we consider ourselves artistic, we all
like to express our moods ano
thoughts in them.
That being the case, why should
not the optimism of this era-the
hopefulness and confidence-be per-
nitted to express itself in harmonious
combinations of all the radiance of the
rainbow"