Evening star., 1925-03-01
SEESEXPER|ENCE
FACTOR IN BUYING
Motorists Own Better Cars
Through Discovering Need,
Is View of Dealer.

Motorists advance toward owner
ship of better cars because their ex-
perience leads them to demand for
cars that will better meet their needs
for a more complicated form OF trans
portation, in the opinion OF Oscar
Coolican. local Packard dealer.
According TO Mr.. Coolican, there are
several well defined levels of trans
portation, and these. in turn, result
in a corresponding variation in levels
OF car ownership.
He discounts the idea that people
usually step up into q higher price
class when buying another new car
because of a desire to advertise their
growing prosperity. In his opinion
this is much too flimsy a reason for
the rapid and constant upward swing
!n car ownership.
Sees Need of "Best There Is.,
is,' contends Mr.. Coolican, ''the
greater his need for the best there is
in transportation. He is not satisfied
with one transportation feature and
so he cannot consider a car that
meets but this one need.
ANY motorists first need is for a
car that will transport him with a
reasonable degree of comfort and
ease. He is not particular as to de.
tails and cares only for that relia-
bility which will insure him freedom
trom breakdowns and postponement
of plans. Style and distinction are
no consideration. And economy OF
ownership over a period of years does
not occur to him at all.
THE limitations of first selection
soon become evident by a natural
process. He finds that he cannot go
as far as he wants to on a days run
without getting extremely tired. He
finds that while there is economy in
Eas, oil and tires, he spends lot for
repairs and n high rate of deprecia-
ton. The next need, therefore, is for
something that will meet his demand
Tor more extensive and more com
Portable type OF transportation.
Develops by Stages.
BY logical stEges this demand de-
velops into one for a broader type
OF reliability and economy as we'll
He begins to need a car that will
stand punishment, because his trans
portation has widened to point
where he is not always in a position
TO choose his roads or his weather
conditions. And buying several diff
ferent cars during this process OF
he has an opportunity to make COM
parisons between makes and models,
with the result that he comes TO know
II thing or two about true car
economy.
One by one new transportation re-
quirements must be met, and chief
among these is the need for appear
ance, distinction and comfort. He be-
gins to find that he cannot go TO GER
tain places without feeling that he
should be owning IL more distinctive
car. He finds that appearance is more
than personal qualification, being
style insurance of the most neces-
sary kind. If he buys good appear
ing car 1T has a higher trade value
when he is ready to buy his next car
Once LuNurfes, Now Necessities.
He finds that certain car features
that were luxuries in the days when
he picked his roads and his weather
are now necessities. To be without
them is to be handicapped. So he
must consider them seriously when
he buys.
ITO say that a man is up stage
because he aims to buy the best, in
view OF this natural process, is to
reveal ignorance of one of our most
progressive and important trends in
motoring