Evening star. [volume] (Washington, D.C.) 1854-1972, 1928-01-29
QUALITY, NOT PRICE,
COMPETITION SEEN
Buyers Willing to Pay for
Comfort, Pierce-Arrow
President Believes.

IF were asked what 1928 holds in
store for the automobile owner would
say car that represents far more value
than its purchase price would Rave
bought one year ago." states NJ. E.
Forbes, Pierce Arrow president.
The year 1927 taught the industry
that what the public wants is not
cheapened cars at lowered prices, but
bettered cars at established prices. The
exhibits at the Auto Show demonstrate
how true this is. for they are the man
ufac:urers' response to the lesson OF
1927.
The 1928 motor car buyer is going to
enjoy the benefits of quality, not a
price competition, especially among
manufacturers of moderately and higher
priced lines. For it was these builders
particularly who found that a price
appeal brought little response: that
what their buyers wanted and were
willing to pay for was more beauty and
better performance.
Greater Comfort Assured.
As the result We now find in tire bet
ter cars far greater degree OF comfort.
luxury and performance ability. and OF
richer. more alluring beauty than vas
present before.
The intensive endeavor to develop
these qualities had led at the same time
10 standards of economy heretofore con-
sidered inherent only in low-priced au-
tomobiles Quality and economy, after
all. 20 hand in hand Better perform
ance required more efficient engine.
and its smoother operation results II
the economy of longer life.
Convenience dictated the one-plu.ger
chassis fabrication system. and 1t rcpays
its cost many times over in added years
of service. Comfort demanded better
riding qualities, and the engineers re-
sponded with improved spring suspen-
sion and shock absorbers which tighten
wear and tear on the mechanism. Even
style and beauty have made their con-
tribution to economy. for improved color
finishes, finer body construction and
richer fabrics spread their cost over
longer periods of time.
The development of longer-lived cars
viii have q far-reaching effect upon
motor car buying habits. and 1t will
be mutually beneficial to maker and
buyer.
RADICAL SuzukcS Ouukctys
II viii mean that owners will use
their cars for longer periods Of time
before replacing them. 1t will hep
conserve the waste which occurs every
time an owner prematurely discards q
car which still viii deliver many useful
miles Of service.
In the past, especially during the
years when rapid strides were being
made toward mechanical perfection, the
economic loss of the yearly model"
policy was perhaps justified by its effect
In speeding the arrival Of the day Of
economical long term ownership. But
the automobile OF today surely has been
advanced to a point where there Is lit
tie likelihood OF changes so reyolu-
tionary as TO render IL prematurely
obsolete.
Because Americans have come to
recognize the automobile as tndispens-
able TO the standards OF living upon
which our prosperity is based, II Is only
natural that there Is an increasing ten
dency TO look upon the motor car as an
investment rather than a purchase -
much In the same light as the home
owner considers his house. Just as the
home owner measures his investment
from the standpoint OF the happiness
he derives over period OF years rather
than from Its initial cost. so the motor
car owner today attaches more impor-
lance 10 ultimate satisfaction than tn
lower prices which reflect lowered
quality.
Increase More Pronounced.
Nothing other than this can explain
the steadily increasing upcIrve In sales
Of cars costing $4,000 and more. and 1t
is an increase that has become more
| and more pronounced during the past
three years. II is obvious that the thou
sands who annually graduate into this
classification do 10 because they seek
| better quality. To compete for their
business the makers Of cars In this
classification therefore are striving 10
! put better quality. more value into their