Evening star. [volume] (Washington, D.C.) 1854-1972, 1927-01-11
MEN AND MONEY
BY NJ. S. Rukeyser.
Copyright. 1927


breasts of automobile manufacturers
and the remarkable fact is that the
achievements of the industry nave
regularly exceeded the roSeate prophe-
cieS.
Leaders of the industry, who have
| assembled in New York for the
twenty-seventh annual show week,
are hopeful that the record breaking
pace of 1926 can be continued. Ihey
have brought out whole new bag OIL
| tricks in the form of new and I'M
proved models to hefghten the allure
ment of the automobile.
Speaking for the fine car manufac-
turers, NJ. f. Forbes, president OF
the Pierce-Arrow Motor Car Co., IN
reply to my questions, said:
THE automobile sales volume is so
closely dependent upon our national
| prosperity that any prediction of auto
mobile sales in reality is prediction
| of our prosperity during 1927. Be
cause | believe that conditions in
America are fundamentally sound and
| that our present industrial activity
! will not undergo serious fiuctuatlon
| during the coming year, believe that
| the total automobile sales in 1927 will
compare favorably with those of 1926
Second Car Market.
| lie INCREASING I1uiilbCl VI AcAAiiAhN'
| who use more than one car naturally
| is an important sales factor, because
| this So-cal!ed second car market is a
| very considerable one.
| I'VE do not anticipate during 1927
any drastic change in automobile
| style
Il think we can look for continual
but gradual Improvement from a
I mechanical standpoint, just as we
| have had during the past years. None
| of these, however, could be termed
sensational or revolutionary. because
the automobile already has reached a
high stage of perfection"
Asked whether he agreed with
| Henry Ford that the sale of cars on
credit had been overdone, Mr.. Forbes
said: ut is true that credit can be
abused. The time-payment phase of
automobile selling, however, has
passed through its infancy stage, and
| | think that in the future the vast
majority of buyers can be relied upon
to use sound judgment as to the
extent to which they can afford to use
| this credit"
Queried concerning current prob
lens of the industry, the manufac-
turer said: ITO educate buyers to the
| fundamental economy of buying on
| necessary and desirable. This would
lead to a longer period of usage and
would partially cure the practice of
discarding an automobile before it's
| usefulness was outlived.''
Harry M. Jewett. chairman, board
of directors Paige-Detroit Motor Car
Co, similarly expressed high hopes.
Expects Good Sales.
II believe" he told me, that the
automobile sales in 1927 will be at
least as good as in 1926, which, as
every one knows, was a record-break-
ing year. 1t may be that 1927 will
start off a little slower and finish
up little stronger than did 1926, but
| can see no reason why the American
public will not want and need, be able
to buy and pay for more motor trans
portation in 1927 than they have used
| in any previous year.
AS the American public learns
more fully to appreciate the useful
ness of motor cars for personal trans
portation, more individuals use cars
more frequently, which, of course,
means more cars per family Two
cars per family is now commonplace
among those of moderate means, and
this is, of course, an important sales
r.
the automobile business
The important changes that are
being made in automobile style are
dictated by woman users and woman
buyers. Brighter colors, better taste
inside and out, more graceful lines,
more comfortable automobiles are the
style tendencies.
Il believe that the most important
mechanical improvements in the cur
rent year will be the new type four
speed transmission, providing in eff
feet two high gears-one similar to
the present high for giving accelera-
ton and fast hill climbing-the Sec
ond, an overspeed to enable the driver
to take advantage of the long
stretches of fine road that now exist,
to maintain high road speed with
slower engine speed, with the result
ing greatly increased smoothness
and economy"
Limit on Installments.
Concerning the oft-criticized Install
ment selling of cars. Mr.. Jewett said:
Because the automobile is personal
transportation and a necessity, it Is
altogether desirable that it should be
possible for users to pay for it out
of income. 1t is bad business for the
manufacturer, dealer and the public
to, carry this to extremes.
1--WE believe and always have be-
lieVed that one-third down and the
balance in II months is the proper
limit. In so far as cert ain manufac-
turers and dealers have fostered
longer terms than these in the past, |
do think that the sale of cars on
credit has been overdone. / know
the general tendency is to return to a
saner position in this matter"
Concerning foreign trade prospects,
Mr.. Jewett prophesied: Export sales
of automobiles will steadily and rap
idly increase. The world is steadily
becoming more prosperous, and is just
beginning to learn what America al
ready knows, that the value of the
automobile is personal transporta-
4sx,rn