Evening star., 1926-11-21

Secrets are secrets in the automo-
bile industry.
No one knows this better than
those whose business it is to keep the
public informed of the progress and
plans of the field marshals of the
motor world. Strangely enough. 1t
has been discovered that the public
facturers lii keeping under cover the
details of their new products.
SO much is spent today on adver-
tising and publicity in an effort to
acquaint the public with facts re.
garding new cars and latest features
that any manufacturer can be care
less with a secret knowing ii will
not get to the public. 0cca sionally
however. manufacturer attracts at.
tention because of his. prolonged
silence. That is when a secret has
to be carefully guarded and the time
when the manufacturers reveal them
selves as amazingly tight Tipped.
One thing that serves to assist
automotive secret keeping is the habit
all manufacturers have of expert
menting with various types of cars.
General Motors may be seen testing
out all types of machines and yet
the engineers in charge may have
no idea of recommending any of the
features under test. In many in
stances they simply are making Ger.
tain that the type of engine. the
braking system or the design of an
other make Of car is not right.
Makers Keep Secrets.
Around the first of July and the
first of January annually these ea.
perimental cars lead some amazing
rumors, but the manufacturers keep
their secrets to themselves and few
know what they will have to offer
until the curtain goes up on the Mid
summer offerings or the special batch
of creations reserved for the New
York automobile show.
1t Is amusing to dealers, manufac-
turers and others in close touch with
the trade to hear the misguided
prophets discussing the disclosure"
Of automotive secrets.
1t is customary for newspapers to
receive information on new models
and surprises considerable in adva nee
of the release date. One writer, who
gives the impression of being prlvi
legged to know, hints of intimate in
formation regarding new model.
He captures the attention of his read
ers with brief mention of a surprise
in store. but they do not know he has
just read the publicity release sent
to him by the factory and which he
will not divulge until the proper re-
lease date.
Automobile trade papers do not give
advance. information, as the motorist
generally believes. This impression
is gained from the fact that persons
not in the automobile trade are not
entitled to subscription privileges.
This ban on public subscriptions has
nothing to do with keeping the public
in the dark. It's just a matter of
limiting subscriptions to the trade so
that advertisers can get the sort of
readers they prefer. These trade
periodicals can be purchased from
newsdealers by order.
Manufacturers do not give advance
information to the trade papers be
cause they do not want such knowl-
edge to get into the hands of all of
| their dealers. and particularly those
handling compAting cars. Only a
privileged few dealers ever know eX-
actly what is coming in the line. OF
new models, and then the information
usually is given only after the pub
licity department Is ready.
Move Is Real Coup.
A clear case Of secret keeping is
found in the recent announcement OF
the Erskine Six at the Paris salon
by the Studebaker company. Every.
body knew that the Willys-Overland
organization. was to bring out the
Whippet, because the Willys-Over-
land company wanted the fact to be
known. There was no clever caves.
dropping or scooping on the part OF
the automobile writing profession.
The Studebaker move. on the other
hand, was a real coup. The secret
was so closely guarded the trade was
taken by surprise and hasn't quite re-
covered from the fact that this con-
SENTATIVE organization is out with the
first genuine European.type car.