Evening star., 1926-10-20
MEN AND MONEY
BY NJ. S. Rukeyser
(Copyright. 1920


of a larger number of vehicles during
1926 than in any previous year In the
history of the industry.
This fact is all the more striking
when it Is remembered that 1928 was
record breaking year. which 1oi'
lowed several seasons of peak
buying. At the beginning of the
current wear many observers thought
that the market had been sat
urated, and that there would nee
essarily be a downward revision
Of schedules Of output In 1879. but
the human desire for automobiles was
not restrained by the cautious dra"-
ers of statistical charts.
All the important manufacturers III
the country except Henry Ford clear
information through the National
Automobile Chamber Of Commerce,
of which Alfred Reeves, ex-newspaper
man, has been general manager Tor
twelve years.
Estimate Of Production.
asked Mr.. Reeves to estimate the
total production of cars and trucks oy
companies in the United States and
Canada for the full calendar year
ending December 81 next. Mr. reeves
placed the figure at 4.50O,ooo, ana saio
he regarded that as conservative
estimate last wear the actual figure
was 4,336 900.
Mr.. Reeves, who is interested IN
the sale Of no single product. but In
the welfare of the industry as
whole, has a singular opportunity IN
his constant contacts with the execu-
tives Of all companies, to observe ana
analyze the majo tendencies at work.
l asked him to explain the reasons
which lie behind the record-breaklng
figures thus far this year.
THE current peak productDn,a eX-
planned the genial Mr.. Reeves, VINO is
simply "Al' to the>men who determine
the motoring habits of Americans,
Springs from the following principal
factors: Excellent general business
and employment conditions: cOntinu-
ing need for individual transportation;
export market increasing, extra yalue
offered in cars and trucks-1913 pEe-
war dollar now being worth Sl.14 OF
automobile merchandise and about
81 .09 Of electric current, and less than
one dollars worth of any other COM
modify; installment buying, which
allows twelve months for payments
to be made and has undoubtedly con-
tributed to the broadening market and
ly, new cars have a direct appeal to
women, who really have most to say
about automobile buying"
Cars Appealing to Women.
1 asked Mr.. Reeves to specify the
new style trends which appealed to
women, and he emphasized particu-
larly the fact that new cars are
painted in exceptionally vivid and
appealing cOlors.
On the practical side, he said, more
attention than ever before has been
given to increased gasoline mileage.
Other new style trends include:
Further lowering of bodies; the use Of
oil purifiers; air strainers and other
devices to lengthen the life Of the
engine and the car. The industry
now figures the average period of
serviceability Of q passenger car at
seven years.
Mr. Reeves believes that the future
Of the industry is in putting the rest
Of the world on wheels.
Exports this year." Mr.. Reeves
said. after analyzing the reports at
hand, "should run about 100000 cars
and trucks from American owned
factories in North America. These
cars have been shipped to more than
100 countries. Most Of the Canadian
exports have gone to England and
the British colonies.
within a few years tho industry
should ship at least a million vehicles
a year in export trade. Our men, who
are now in Northern and Southern
Europe, India and the Far East, re.
port an increasing understanding OF
the advantages of motor transport
and the buying Of cars in greater
quantities.
'They want automobiles just as
much in other countries Of the world
as they do in this country, in which
20, 900, 900 vehicles are in use."
Interprets Craving for Cars.
Mr.. Reeves was next asked to In
terpret the extraordinary American
craving for motor cars.
1.-THE primary causes Of the growing
popularity Of motor cars" Mr.. Reeves
declared "are based on the fact that
it supplies individual transportation
without q time table; maintains social
prestige; ia an article which every
member Of the family wants, and
might be termed one Of the few
articles in the world which are uni.
versally desired
Americans are nonldoic anu lno
motor car, bought to answer the call
for adventure, -sonu finds place as
a utility"
As for long-te business prospects,
Mr.. Reeves believes that the outlook
for the industry as a whole would
indicate q continuing market equal to
this past year. A greater number OF
families are going to have more than
one car. Then the increase in national
wealth, the growth of population, the
possibility OF greater use Of vehicles
by present owners. the renewal and
export demand will be factors in build
ing sales for the future.
Our biggest problems are accident
prevention and the handling Of traffic
In cities-on which we are working" /"
Mr.. Reeves paints an optimistic pic
ture, but, broadly speaking, the