Evening star. [volume] (Washington, D.C.) 1854-1972, 1928-01-06
PRICE WAR DENIED
IN AUTO INDUSTRY
New York Show Starts Race
of Makers to Get Their
Share of Trade.


NEW YORK, January - The
greatest volume of sales any automo-
bile exhibition ever saw is predicted
for the show which will open at Grand
Central Palace here Saturday after
noon.
There Ia ample evidence that public
interest has been reused to white heat,
and sales forces have gathered pre-
pared to handle the largest number
of prospects who ever attended a mo-
tor car exhibition. In addition. the
Ford Motor Car Co. Is having its own
private exhibit, since that concern
never occupies exhibit space at the
regular show.
Naturally, the kecnest interest cen
tors in the display of cars in the low
and medium price field. This has been
spurrcd by the keenest kind of com
petition, by the introduction of the
new Chevrolet line, the display OF new
models by Studebaker, Hudson, Essex,
Chrysler. Hupp. Nash, Willys-Over-
land and other manufacturers, the
ballyhOo for tho debut Of the new
Dodge six promoted by the huge radio
hook up and broadcasting of star FER
formanceS, wide newspaper advertls'
ing by scores of makers and the UNI
certainty as to what part the new
Ford will play in the motor prOduc-
ton and sales fields.
Price Cuts in Several Lines.
These factors have been supple.
mcntcd by price cuts in several lead
Ing lines.
There is no price war" said a well
known executive of u leading cor
poration today. The New Year marks
the final passage of the automobile
AS n luxury and its entry into the
class of necessities. Immense produc-
ton and reasonable profits are the
order of the day."
None the less, 1t is noticeable that
every executive and salesman is
watching his rivals like a hawk.
Everybody is prospect and no pros
pect is going TO be allowed To escape
without d desperate struggle. Few de-
sire to escape. for the two-car Idea
seems to have taken firm hold on
those who already own one car.
There are comparatively few me-
chanical innovations in the models
prepared for the show. Most of the
changes are in the nature OF refine
ments. Extreme stress has been
placed on the eye appeal and lines
and colors have been used with the
most artistic touch. in an effort to
inform the public that 1t need not
seek the largecar class or the high
er-prced ranges in order to acquire
vehicles with beauty as well as re-
liability Of performance.
Extensive Advertising.
Efforts OF the salesmen are being
supplemented by the most extensive
kind of advertising. All the trade and
"a A
Watching eagerly for the results from
the combination campaign OF Dodge
Brothers. In announcing their new
models by means Of n radio hook-up
combined with full page newspaper
advertising in every section or the
country.
calls received today" said the
representative OF Dodge Brothers who
handled this campaign, indicate a
wide interest among industrial leaders
in this new technique OF merchandis-
ing. The super sa Iesman. the radio
and the newspaper advertisements
made practically simultaneous
appeal To large volume of the pros
pective buyers.
CLEARLY this IL n technique which
Is economical In point OF time and
effort The salesmens time In over.
coming the mitlaI inertia OF so many
people makes the expenditure for a
campaign of this kind comparatively
economical.
Radio and Newspapers.
Speaking for tho Dodge Co. Il
attributes the success Of the campaign
to the coordination OF he two factors,
the radio and the daily newspa pers."
with the new models ION the line"
the companies have already started
recalling employees and speeding up
production. Three Ford factories
have $500 men at work. Chevrolet
plans to turn out 10000 cars this
month and later increase the produc-
tion tn a rate Of 1900 900 a~year. The
Hudson. Essex 90. plans to bring pro.
duction close TO ,o00 900 this year.
Gntne alll lni.al nElcn .nts In, lie