Evening star. [volume] (Washington, D.C.) 1854-1972, 1927-08-19
AUTO MAKERS HIT
BY STYLE CHANGES
Production of Variety of Body
Types, Due to Competition,
Costs Millions.

Special Dispatch to The Star.

Special Dispatch to The Star.
NEW YORK. August Exchanges
In "style" will cost the automobile
manufacturers of the country approx
,natelv 500 900 900 before the year is
ont. The automobile business today
was nkened by one Of its chief eX-
ecutives to the millinery business, be-
cause the public demands changes IN
models frequently, and because when
an innovation by one company SHOWS
signs of capturing the favor or the
public all of the other producers are
forced to follow suit.
The manufacturers have spent mil
lions and will spend millions more
this year on this account, since il is
more expensive to produce a variety
of body types and furnish a wide
range Of colorS than to stick to few
models and paint them all black, as
did Henry Ford for so many years.
1t also has cost car b. rerS millions,
but that has not kept them from de-
handing all the Trimmings. There
fore, manufacturers are going ahead
full speed in an endeavor 20 provide
the little things the public wants.
New Job for Retail Dealer.
While the effort to create eye ap-
the manufacturer it has also brought
n new job to the retail car dealer.
His job is to get the public into the
showroom and he is solving it by
the use of moving pictures, radio
concerts and attractive window dis
plays. Guessing contests and other
prize contests also are being used.
In Detroit the branch retail store of
the largest individual manufacture
ing company maintains a remarkab BILE
display of outdoor scenes in it's
main windows. In Summer these are
camping and touring scenes and in
Winter a hunting scene or some
other novelty, but each has the car
sold by the company prominently dis
played. In another city one Of the
retailers of a car in the medium
paid field conducts a radio concert
each evening.
One large manufacturer has been
running a series of nonstop motor
guessing contests, awarding prizes to
prospective customers who make the
closest gueSSeS as to the mileage
turned out by the car on display.
These cars usually are mounted on
an endless belt or with the rear
wheels mounted on two large wooden
pulleys. Prizes also are awarded for
the guesses closest to the amount of
gasoline consumed and to Oil con-
sumption.
Innovation Finds Favor.
Another innovation which is finding
favor among the dealers is to ask the
prospective customer to drive the car
himself without having a salesman
along. Some dealers object to this,
but with the higher-priced cars 1t
works well. Nearly all prospects for
these expensive models drive well and
they like to get the feel of the car
and engine without being told all
about it's sterling qualities and how
to operate it. They prefer to find
those qualities for themselves. The
statesmen. of course, are on hand to
get the signature on the dotted line,
but the old-time demonstration is pass
ing out Of the picture.
There is also a decided increase in
the number of buyers who take de-
livery at the factory. These custom
ers buy through the dealer, but by
going to the factory they have some
chance to pick their own cars and get
them without delay as they come off
the assembling line. 1t saves the
buyer freight and he has the fun of
driving his car home and telling his
friends about the stunt.
The range Of property, both per-
sonal and real, which is being taken
in trade for automobiles is expanding