Evening star. [volume] (Washington, D.C.) 1854-1972, 1927-02-13


the kind OF car one drives do
not depreciate the car-they
- merely appreciate ones taste.
or. in other words. lift ones mental
standard as IT applies 10 automobiles.
This thought, offered by one OF the
foremost engineers OF the automo-
tive industry. is ono that merits the
consideration OF all those interested
in the question Whittier is the au-
tomobie industry headed:
y x
The following is the full reply of
the previously quoted authority to
the owner who says that a change
in design deprcciateS all previous
models:
when we sold you that automo-
bile we said. Here is certain piece
OF transportation that will do thus
and so" and you bought it and were
perfectly satisfied with it. You say
il is a good automobile-the day be-
fore YOU sec the new automobile
you still say it is good machine. We
have not changed a single thing
about the old car at all. We did not
put in different pistons or connecting
rods or anything like that. You arc
perfectly happy with it,
But, YOU come over and drive one
of our new cars and then you say,
my goodness. that old one is not any
good That was in your mind. We
advanced your mind instead of de-
prcciating the automobile. That is
all And for that pleasure that came
to you in having an advance of men
tality you are perfectly willing to
pay two-year. time-mileage depre-
citation on your automobile"
A tersely voiced truth that explains
the continuing phenomenal success
OF Americas greatest industry.
X X X
Observers of economic trends and
conditions see in this appraisal OF the
situation a bright portent of what
the current year holds for the auto
mobile industry as whole.
: Never have there been such attrac-
tive, alluring, efficient motor cars, and
this is true, in varying degree, OF
course, from the least of them to the
greatest. Enhanced beauty of de-
sign and the fash and flare of the
new finishes have been accompanied
by mechanical improvements that
make the latest car infinitely superior
to the older products.
Not since 1924 has there been such
q sweeping improvement throughout
the whole industry. Then the four:
wheel brake and the balloon tire
made their collective bow on auto
Totive row.
radical departures this year. And
yet, the car of today, with its dozens
of notifications and innovations, its
efficiency devices. its marvelously inn
proved power plant and the safety,
simplicity and ease with which it may
be driven, is as far ahead of its inn
mediate predecessor as the four
wheel brake, balloon-tired vehicle
was ahead of its progenitors.
When the 1924 car appeared on the
salesroom floor the Nations motor
lists may have thought that they were
to lose through the depre citation of
their, then, present cars, but the
thought Immediately was driven out
by new and more powerful idea. to
wit: II must have one of the new
machines"
What was the result? The Nation
was prosperous and it swung into
the buyers line on gigantic sale.
The automobile industry was headed
for the top rung of the ladder. The
swing continued during 1925 and until
the Autumn of 1926. Then its force
began to abate.
x x x
The automobile industry was ready,
however, for the recession.
1t began to prepare for 1927 as it
had prepared so successfully for 1924.
1t was ready again to advance the
mind of motordom.
With deluge of new and better
Fights skies" and "fours," it has
made its appeal for new vote OF
confidence in the automobile shows
of 1927. 1t is, of course, too early to
tabulate the result. but the automo-
bile industry has no fear Unless some
unforeseen economic disturbance
rises to confute the prophets.
The confidence of leaders of the
industry is based in part upon the
firm conviction. that the American
public, consciously or unconsciously
has accepted that economic philoso-
ply which declares that prosperity
is mental state-that so long as
there is spending to crafty reason
able tastes there is progress, that
economic upheavals follow when the
individual becomes cautious and be-
gins TO hoard.
That the present models will adj
vance the mind of the public is a
general opinion is agreed. The auto
motive engineer has been splendidly
successful in his effort to create q
product that will have immediate anc
lasting appeal
There can be no doubt that the
majority sof the 23000,000 who al
present own motor cars will agree
that the current car is uncqualec
in appearance. 1t is wildly colored
IT is neat and trim looking. Its in,
strument board. that once was con.
gIomerate mass of divers and oddly
shaped devices. today is a compact
balanced and attractive feature. The
effect of the whole is 10 compel the
attention-even of the man who say:
he will defer his next car purchase
r.
Granted that ii is the most beautiful
automobile ever produced, no one i
asked TO buy il until he knows from
riding or driving experience that i
IS better even than it looks, say tn,
leaders of the industry
The challenge is based on abso
lutte confidence
The feel of the newer cars. they
say is irresistible 10 aIrnnst euer,