Evening star., 1925-02-22
BY WILLIAM ULLMAN.

With closed cars selling for the
same price as open cars on the price
lists of number of automobile
manufacturers, the industry is pre-
sented with a new and interesting
problem.
II a closed car is preferable to an
open car, many are asking, then why
should ii not bring more than an
open car?
1t is believed that this feature az
the subject of prices has something
to do with the reluctance of many
other manufacturers to follow the
leader in closed car price reductions,
AS had been anticipated. Closed cars
of many makes are still selling for
more than their respective open
models. and there seems to be some
argument for continuance of this
customary difference.
Doubt on Outcome.
The whole problem is SO new that
there is no clear understanding in the
industry itself as to what the out
come will be. Some believe that the
situation will adjust itself. Others
say that within d very few months
the public will have settled the whole
matter for the industry, and settled
1t in a most unexpected way.
1t has been stated. for instance,
that by next Fall there will be just
as wide a difference between open
and closed car prices as there was a
year ago, with the exception of the
sport roadster type of car, which may
be more costly than closed cars
mounted on the same chassis.
The prediction refers specifically to
touring cars. or phaetons, and practi-
cal types of closed models. such as
business sedans, coaches and other
such models that are built on a
quantity basis. The fact that the
public demanded closed cars and was
willing to pay more for them for
several years before the present low
prices reveals a decided preference
for the closed type. The question
now is whether the public will be
willing to pay the price of a closed
car in order to have an open one.
Question of Demand.
According to one automobile mans
opinion the question will narrow it
self down to a point where the people
who buy open cars will do so only
out of a clearly defined preference for
that type, and will accordingly pay
as much, perhaps more, than they
would for a closed car. This, how
ever, presupposes a demand for tour
ing cars from a sporting element, but
the CndnCeS are IndI any SuCn ueilduu
or preference for open cars will be
Centered on the sport roadster.
Will farmers, Summer tourists and
the many people who now buy tour
ing cars because they think these
cars are easier to take care of than
closed jobs be willing to pay as much
for open cars as for closed ones? 1t
is gradually dawning upon thousands
of motorists that the popular type
-
general uses than the touring car, but
this, like any other public discovery,
is generally viewed as a longtime
proposition. And what about touring
car prices in the meantime?
keeping Up Production.
VIII the "open-air' advocates favor
makes that have a lower list price
for open models? And with the open
car gradually becoming a luxury car,
will the manufacturers be able to
keep production of such models to
a point where they can be sold for
less than closed cars?
The situation is going to be further
complicated by the growing belief on
the part OF those motorists who do
not analyZe the situation clearly, that
If closed cars are selling for the
same as open cars the latter must
be overpriced. That this is not true,
however. will not make it any easier
for the automotive industry. When
the public gets a notion it usually
isn't willing to change about over
night.
Ever since closed cars first came
into existence the industry has been
telling the public that it costs more
to build this type of car than the
open variety. And, as a matter. of
fact, the per car cost is still higher.
But quantity production of closed
cars has revised the results.