Evening star. [volume] (Washington, D.C.) 1854-1972, 1928-01-12

~ Consuianhted Press.
DETROIT. January 12.-soft words
and pillowed blows serve as public
weapons in the good will war" OF bill
lion dollar economic giants. now being
waged for supremacy in the low priced
automobile field.
One OF the vast dramas Of the
worlds Industrial history--a struggle
for the patronage of the whole Ma.
tioD--is being enacted. but the two
chief contestants. Henry Ford and
General Motors, won't admit Il.
Yet every hamlet and city of the
country can feel the competitive ri.
valry between these industrial titans
growing up along its front. while from
in the field John N. willyS and w. c.
Durant recognize the contest and pub.
licly accept what they consider a chai.
lenge to battle with their own low.
priced cars.
200,O00 Are Participants.
over 100000 men already are active
participants on the front lire. Among
them are IS 900 dealers located In the
outposts, and when the fully fighting
array in the low.priced field finally Is
reached. nearly 100000 men will be
engaged. Gradually. as the effect Of
this situation seeps throughout the
automobile world. nearly 1000 900
workers connected with the industry.
directly and indirectly. will he in.
volved.
But this great contest for markets
in not war-not even Industrial war
. ~, hat 10 Mt Iat he
Elephants intend to annihilate their
opponents at any cost On the other
ha nd. the buying public are TO benefit
as they had scarcely hoped from pre-
viously unheard-of prices for high
grade products.
The battling Is expected to bring
unprecedented prosperity to the sue.
cessfui in the industry. Workers are
sure to benefit because OF the wide
employment at high wages. Manu-.
facturers conservatively estimate that
a bumper sales year Is ahead.
They expect that at least 100000
cars will he sold. with a wholesale
value OF over three billions OF dollars.
Requirements are estimated to re-
auire 5000 900 cars this year. New
buyers are counted on to purchase
! .3o8.0o while at least 100000 will
so 10 owners adding to their automo'
bile possession. Previously. the f.
AS. 900 cars sold in 1926 had been a
record.
Seek Established Markets.
Down on the low.price battlefield.
General Motors says that IL intends ia
sell 100000 or more Chevrolets in
1925. The Ford Co. announces that
II has orders for over 100000 cars
Mr.. WHY'S advises that the Overla nd
Whippet will he in production OF 20,
o0e this month and $4,000 a month
by April. Mr.. Durant expects the
Star car TO equal that production.
Money Is not the prize in this vast
industrial struggle. Rather the goal
Is for established markets. for the
permanence OF an institution and the
success OF an idea. Mr.. Ford says
that he doesn't give a damn" how
much he Is worth. Always he has
said that money doesn't amount TO
anything. IL has no real value what
ever. 1t Ii mere transmitter Ike
electricity"
Likewise he says: a man can't
AFFORD TO look out for himself at the
expense Of anyone else. because any.
thing that hurts the other man IL
bound TO hurt you in the end. the
same way" He doesn't count, pub
liciy at least. on a price war with
Chevrolet.
Before reducing the price on my
present car" he explains. IN have
to learn how TO make II at that price.
General Motors. through Alfred F.
Sloan. its president. also discounts q
price war by saying:
There Is plenty OF opportunity In
the world today for Mr.. Ford TO give
the public honest value. which. al
course. he will do. with the resul,
that he will sell an enormous number