The Washington times., 1928-01-03

John N. WHY'S, Of Willys-Oy
+ understand that Mr.. WHY'S
will name a price on one OF his
products which viii match the
Ford price on the same type
of closed car. Indeed, the re-
port is that the WHY'S price on
this particular type of his Whip
pet will be even g. trifle lower
than Fords.
This unquestionabIy means
that we are about to witness
throughout the whole automobile
field d veritable war for business.
The New Chevrolet
Chevrolet, not to be outdone by
Ford or any other maker. has
just announced a notably inn
proved product. also at lower
prices for various types. The
four.wheel brake II among the
improvements embodied in the
new Chevrolet.
General Motors has effected dis
tinct improvements I'm other makes
Of its low-priced cars. notably in
Z
here. also, the Importance Of nam.
Ing the most attractive prices
possible has been recognized.
Dodge Brothers announce that
THE Victory Six will be intro
duced tomorrow all over the
country. This company has made
it known that II IS determined to
fight to maintain leadership In
its class.
Studebaker invited people yes
terdav to "see for the first time"
its new eigl1t-cylinder car, the
President Of 100 horsepower and
priced under 50 900. This COM
panv is also to the fore with
other improved makes,
ChrysIer. whose rapidly attained
success has been q sensational
chapter in the automobile history
of the last few years. is not
slackening its efforts one iota to
rank next to General Motors and
Ford In point Of production.
The Hudson Company also plans
announcement of a distinctly Inn
proved Essex model iii the near
future.
DuFant Quiet
That the New York automobile
show, which opens on Saturday,
will bring highly interesting de-
velopments in the ranks Of higher
priced cars is definitely minated.
Almost the only manufacturer
who does not figure in current
developments or current reports
concerning impending develop
ments Is w. G.. Durant, whose
plans at one time were more
eagerly awaited than those Of any
other maker.
The attitude taken by General
Motors, by Ford and other lead
ers toward one another in their
public statements is admirable.
Each giant politely deprecates all
talk Of any war" brewing in the
industry.
The fact is, however, that the
stage lis all set for competitive
warfare--not any personal var
fare, not any warfare of bitter
ness or hate, but strictly business
warfare.
FOrd's Challenge
BY naming the same low price
for his new car which he charged
for his old car, Notwithstanding
that Ii Is several hundred pounds
heavier and improved in almost
every respect. Henry Ford threw
out a trade challenge other makers
of low-priced cars could not afford
to ignore. The universal verdict
in the trade is that Ford cannot
possibly make any profit on his
new car until he is able to reach a
production of several thousand
cars q day. Once he attains any.
thing like the peak production he
enjoyed with his original car,
Ford. say other makers, probably
will be able to make money.
Ford having thus offered the
public more value than ever before
for their automobile dollar, so to
speak, other progressive manufac-
turers of low-priced cars mani
testify have reached the conclusion
that it Is up to them also to offer
the public greater value for their
dollar than ever before.
That. in a nutshell. is the ex-
PLANTATION of what you see happen
ing this week.
Sees General Price Cut
MY guess is that the steps
taken by Chevrolet and other
General Motors companies, COM
bined with the spectacular price
cutting plans of John w. WHY'S
with his Whippet. will bring on
price reductions elsewhere in the
industry.
The automobile industry is be-
coming so vital, so momentus q
factor in our national well-being
that it is earnestly to be hoped
that there will not break out UNI
reasonable price-cutting. 1t is
entirely desirable that you and
I should enjoy the benefits OF
the economies motor manu-
facturers are able to effect through
mass production, new fruits OF
science, more economical distribu-
ton, etc.
But it would be deplorable were
competition to be carried to the
point where it would make inn
possible the earning of reasonable
returns for the millions of holders
of automobile securities. Let us
hope that our automobile giants
will exercise sufficient business
craftsmanship to avoid any such
misfortune.
Copyright, 1928, by B. C. Forbes.)
WOman'S Party HOnOrS