Evening star., 1926-10-17
BY FREDERICK G. RUSSELL.

Thousands of luxury auto 'obiles are
made possible because of the great
popularity Of lower-priced cars.
That is the amazing and totally un
expected development OF the hour in
motordom.
Born of the success of quantity pro-
duction an elegance in motoring
eouipage, hitherto impossible except
at prohibitive prices, has come into
being to make the American car the
finest example of craftsmanship In the
world.
Just when 1t began to look as II the
makers of the Nations finest cars
were on the point Of aba ndonlnG their
high aspirations and confne tneir ac-
tivities to the development of their
lower priced and more readily market
able models. the unexpected happened.
It was found that the increased busl-
ness through the sales or a greater
number of lower priced units made II
both possible and practicable to de-
velop the parent models into the nnest
cars in the world Without this boost
from the lower-priced versions of the
couitry's best cars. the new develop
ment would have been unthinkable.
Luxury Already Assured.
-"
point where there are models oner-
ing luxury beyond the fondest dreams
Of the prophets Of only a few years
ago. Cars in any style or color one
prefers. Gold.plated interior fitments.
Wheel bases upward from 14O inches.
Every known safety device. Absolute
distinction in finish and upholstery.
Riding qualities unsurpassed. Power
sufficient for two normal automobiles.
These are but few of the features
now available in the large and grow
ing ranks of fine American cars.
Every few weeks brings out a new
model of car seeking only to offer the
nYotorist the best.
sIower.priced offshoots Of America s
finest cars are greatly responsible for
the new development. Buyers have
come to purchase luxury and. like the
true Americans they are, they want
the most luxurious.
Because the public has been buying
their owerpriced models of good cars
| in generous quantities. manufacturers
are able to offer luxury cars at prices
that are surprisingly low. One OF the
finest cars now on the American high
way, a low powerful, luxurious closed
| Job. can be purchased for exactly the
amount of money asked for a touring
car model of a medium-grade automo'
bile in 1920.
With from SO 900 to $4,000 one now
can buy the automobiles previously
associated only with five figures
These cars are we'll represented In
every American city and service and
repairs are readily available. yet they
are distinctive as the rarities of Euro
pean manufacture.
One Factory Notes Results.
As a. result of the popularity Of a
| lower priced and smaller version, the
| production of one make of American
| car for the first half Of 1925 reached
| 1880. as compared with an output OF
| 10000 for the corresponding period OF
1925. The company behind the car
never was in a stronger position. which
| is one of the reasons why it is able to
turn out a still finer automobile in. its
| higher-grade class. This finer car
moreover. does not have to be mar.
keted with the thought that if it does
not catch the public's fancy at once 1t
! will wreck the company tina nancially.
These better American automobiles do
not have to be successes financially.
AS a matter of fact they are excel.
| lent advertisements. A man sees one
| Of the luxurious examples standing be
| fore a mansion and desires to have q
car from the same factory. He is
quite content to have the smaller
| lower. priced model just so long as the
| name is the same and the same stand
ards Of Workmanship and quality pre-
vail.
! One of the most interesting Illus
trations of the advertising value OF
| the higher-priced and more luxurious
version OF a car is found in the re
| juvenation of certain make of auto
mobile under the direction of the
larger organization that now controls
It. The parent rganization features
an engine of a certain type and prac
tically has control of this type ir
America. 1t is a splendid advertise
ment for this kind of engine to have
| it used in the luxury car.
| The motorist reasons: This is the