Evening star. [volume] (Washington, D.C.) 1854-1972, 1927-06-27
NEW MODEL AUTO
SOON TOBE SHOWN
STYLE Features Expected to
Stimulate Sales for the
Cars Changes Slight.
BY J. G. ROYLE.

Special Dispatch to The Star.
NEW YORK, June 27.-At least
nine motor car companies are prepar-
ing new models for presentation to the
public in the near future and others
already are working on new designs
for the 1928 shows. This trend Is
along the direct line of the statement
by one OF the largest advertising men
In the country, who declared today
that the public might not want new
goods, but it at least wanted them
in new and original packages.
In most of the models for immediate
use, the engineering changes are of
n minor nature. 1t is styling that is
being given most attention, and that
will be the biggest selling argument
among the statesmen for the remainder
OF the year. For the more distant flu
ture experiments are progressing
briskIy in the Diesel engine field and
in the use of new motor fuels.
Diesel Engines Developed.
Both here and abroad Diesel engines
of sufficient lightness and small size
have been developed to meet require
at least so far as theory is concerned,
but they have not yet been given ad-
G ulate public demonstration.
The coming Summer promises to be
most interesting, therefore, through
out the industry. Not only are num-
Der of manufacturers making body
changes, but several are planning ad-
ditions to their present lines. The
trend is along the lines of what in
the industry they call the companion
car" which embodies many of the es-
sential features of older and better
known lines at a slightly lower price
level.
Illustrative Of the trend Is the an
nouncement that one company which
in 1925 did 80 per cent of it's bust
ness in single coach model, has pre-
pared another new model, making II
in all.
Few, If any, price reductions are
anticipated. In the first place manu-
facturers have found that price cuts
have not been effective in stimulating
sales unless the models themselves
were popular. In the second place,
more manufacturers are turning to
newspaper advertising for sales impe.
tus and finding thorough satisfaction
in results.
Competition Is Keener.
Competition is keener than ever be-
fore, but the battles between rival
companies are being fought out along
the salients of style and performa nee
rather than in the trenches of price
quotations. AS to competition, five
companies which have been thorough
ly successful have reported gains as
compared with 1925. The returns of
the other major factors in the field
have been 10 to Is per cent lower
than In 1926.
On the other hand, the leader in the
industry, which stands thirteenth
among American corporations in
amount of capital invested, stands
first in the percentage earned on that
capital and first in the net profits
earned in millions OF dollars during
1926 These earnings have increased
in 1927 rather than fallen off.
The production of new body designs
and new models Is not by any means
an inexpensive business. Tt will cost
the members of the trade a pretty
penny to follow the trend of automo-
BIZ, style, but style Is as important to-
day in automobiles as it is in women's
dresses. In fact, many economists
claim women. and men, too, have sac
ri6ced something in smartness and eX-
penditure for dress in order to ride in
smarter motor cars.
Style is equally a factor in truck
sales. The lighter delivery vehicles
are having a heavy run of dema nd.
Profits per unit are smaller than a
year ago, bu: more units are being
disposed of. Style trends are also
having some effect on the used car
market and dealers are being more
careful how much trade-in value they
allow on old models.