The Washington times., 1927-07-06

decide dly a low priced one, iacC
Of Cram s Automotive Reports
While the majority OF nanufac-
turers producing cars in the range
up to $500 have been doing a
healthy business, makers of the
more expensive vehicles, with few
exceptions, have found it difficult
to get going.
There are apparently a number
Of reasons why the demand for low
priced automobiles has strengthened
SO materially.
First and foremost. the automo.
bile buying public is demanding as
never before low-car- mile costs.
The future win find this demand
even greater.
Youth In Market
While the purchase price is a
most important factor in this con-
nection, depreciation, repair costs,
all items that are being taken into
consideration by the buyer of today.
The industry practice of periodic
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obsoleting current production, has,
undoubtedly. had as much to do
with the present trend as anything.
Owners OF higher.prieed' cars lind
that they are being forced to accept
heavy losses on their investments
If they attempt to keep up-to-date.
On the other hand. while the de-
probation on the lower-priced car
- S.wok l.,
actual money loss is much smaller.
Then, too, the makeup Of the
buying market is showing marked
changes. Where father and mother
We're formerly the buyers, automo-
bile merchants are now finding the
younger element playing most
important-if not deciding-part in
a large percentage of the sales,
And the flashy, speedy little cars
seem to meet the requirements,
aside from broadening the possibili,
ties Of ownership.
How 1t Works Out
One important automobile official
in explaining this present day
market, ;" used the following illus
tration:
A prominent man in this town
was on his way to the station a
few days ago to meet his wife.
In his automobile with him were
his son and daughter. This man
had decided to add another auto
mobile to his stable" and settled
on the make. However, while max
ing this particular run, our show
room was passed and sport model
caught the eyes of the children.
They persuaded dad to stop and
take a look.
This was done. and then the
trip to the station was continued.
On the way home, the entire
family stopped at the showroom and
an order was placed for the model
in question. The children had
brought about the decision. But
this was not the stopping point.
Since that time, ten similar cars
have been sold in the district where
this family resides. In all cases,
we found the younger generation
responsible for the sale"
Also, two or more car families
are growing daily. This is opening
up new sales territory for the low.
priced automobile manufacturer
Where the more expensive car is
maintained for family use, the
smaller. less costly vehicle is being
selected as the, logical means for
business transportation. Then, there
are some instances where q high.
priced car has been used in the
past, but is being replaced now
with two OF less expensive type,
so that all members of the family
will have transportation at prac-.
tically the same cost.
Many Own Two Cars
Some idea Of the growth Of the
two-car family tendency is CLEANED
from the following figures: Out of
19,2S7.000 car registrations, at the
end of 1925, 1901 900 are private
family motor cars: 1,14O, 900 are
owned by business houses; the NUM-
Der of families owning motor cars
was 15,317.500. The number OF
cars remaining after alloting one
per family is 2,779. 500.
This would indicate that the mum.
Der of families owning two or more
cars totals 2.779 500.
And so, 1t can be readily seen
that the possibilities of this market
are great, and that the low.priced
car will quite likely reap the big
gest benefit.
Then again, It must be remem.
bered that manufacturers of the
lower-priced automobiles are today
into them better quality
and performances than ever before.