Evening star. [volume] (Washington, D.C.) 1854-1972, 1927-01-13
MEN AND MONEY
BY NJ. S. Rukeyser.
Copyright. 1927

A test Of candor Is willingness of a
business leader to be quoted when he
cannot consciously predict bigger and
better things.
In the general chorus of optimism
among spokesman for the motor in
dustry at the twenty!seventh annual
automobile show, now being held in
New York, A. r. Erskine, president
and upbuilder of the Studebaker Cor
poration. sounds note of caution. In
response to my question as to how he
believes sales in 1927 will compare
with the record breaking volume in
1928. he says, about Is per cent"
Even II shrinkage should occur,
Mr.. Erskine is evidently anxious to
keep the volume of his own company
up. Foreseeing a trend toward small
er cars. he has brought out a new
model. with a smaller wheelbase, under
his own name. Mr. Erskine also be-
lieves that the trend in motor cars Is
toward brighter colors and a generally
more attractive appearance.
Mr. Erskine indicated that he ex-
poets to see further price reductions
his year
Chrysier to the Fore.
In the last IL months, the compa MES
front were the General Motors Cor
poration and the Chrysler Corporation.
Walter p. Chrysler in the last five
years built up the company which
bears his name on the ashes of the
old Maxwell and Chalmers companies.
Mr.. Chrysler eXcels on the produc-
ton and selling side of the business.
/ asked Mr.. Chrysler what determines
public preference for particular cars.
r Public preference for particular
makes of motor cars" Mr.. Chrysler
declared, lis being governed largely
by performance and beauty of design.
Brilliant performance, unvarying de-
penda bility, enduring life, new meas
ure of riding comfort, ease of
handling, safety. smart appearance
these are the things the public wants.
1--WE shall see newer, more exquis-
itely graceful bodies: newer, more dis
tinctive silhouette, with military front
and cadet Visor--newer lowness of de-
sign, with smaller wheels"
AS for business prospects, Mr..
Chrysler said:
Sales of motor cars during 1927
will compare favorably with 1925,
which was an extraordinarily good
year.
Export Market Growing.
1.-The export market during the past
few years has enjoyed continued
growth, and during the years to come
will continue to experience increases
Other countries of the world are be-
ginning TO comprehend that the au-
tomotive industry in the United States
has contributed largely to the pros
perity of the country"
AS for the price outlook, Mr.. Chrys.
Ter does not anticipate price reduc-
tions. ION the contrary" he de-
clared, II would not he surprised to
see prices go up. The public is de-
manding much of motor car manu-
facturers and it costs money to meet
these demands"
In discussing other problems of the
industry, Mr.. Chrysler remarked:
1.-The tendency of families to use more
than one car is becoming not only
an important sales factor, but 1t is
offering new solution to the used
car problem.
Street saturation in metropolitan
centers and highway saturation In
areas close to congested centers of
population offers a troublesome prob
lem, but not at all an insurmountable
one. 1t must not be forgotten that SIS
per cent Of all the registered motor
vehicles In the limited States are In