Evening star. [volume] (Washington, D.C.) 1854-1972, 1929-01-27
AUTO TRADE HOLDS
PUBLIC CONFIDENCE
Faith in Reliable Perform
ance Big Asset in Huge
Sales.

approximately 4UUU,UOU new auCOn1O"
biles were purchased in 1928 and one
factor played an important part in
every sale. That factor was confidence.
Each and every one of these million of
purchasers must have had confidence
in the manufacturer before his order
was signed, according to D. S. Eddins,
vice president of the Odds Motor Work.
This great expression of confidence on
the part of motor car buyers is one of
the greatest assets Of the automotive
industry. And it has been earned, for
without question the automotive indus
try has been one Of the leaders in build
ing confidence.
Every year thousands of people visit
automobile factories, are welcomed and
shown every detail of how motor cars
are manufactured. There are no secrets.
Guides are furnished to explain the
reason for each operation and how &C
curate the workmanship must be to pass
inspection. Such policy has inspired
confidence on the part Of the public.
No Need for Horses.
In the early days of the automobile
NAAS AAoJOA ODOtSNAC pAOAlcSkS ILAQ 10 over
come was the lack Of confidence shown
by the public. On every hand early
motorists were greeted with the sarcastic
advice, get horse"
Following this period of recognition
by the general public, that the automo-
Pile had come to stay and to play an
important part in our social and eco
nomic lives, came new manufacturers.
The automobile was an acknowledged
TACT. Now 1t was a question of what car
No longer is the question of winning
confidence one that presents a problem
70 the industry as whole. Today con-
ndence IS a relative matter between in
dlvidual makes Of cars No longer do
we near the question, "IS an automobile
oesirable?" but now that all cars are
recognized and perform the fundamental
requisites of an automobile. we hear the
question, What car is best for INV
needs?" And the answer to this modern
automotive question reflects itself in
car sales. Any car that is gaining a
larger share Of the sales in its price
class Is doing so because the makers of
That car are increasing their hold on
public confidence.
To obtain and hold the confidence of
the motoring public q manufactures
must pursue a policy of open-minded-
ness IN every detail. He must realize
That he is in partnership with the pub
nc and that this association will con-
tlnue only so long as he honestly fulfills
ms part OF that contract to the utmost
Of his ability.
Unquestionably he must build a good
car. That is conceded. Furthermore
he should strive to give the greatest
automobile value for the dollar possible.
TO do this he must keep his mind open
10 receive and test everything new
Wnlcn IN any way may improve his
product or increase the efficiency of its
operation. Only by proving and adopt
Ing new ideas can he attain the dis
JUNCTION OF leadership in his price class
ana thereby increase the confidence the
public has In his company and product.
Honest Sales Policy.
This same principle must be MAIN
tanned throughout his entire organiza-
ZION. There must be an honest sales
policy His product should not be
mlSrepreSented to q buyer If he has
accomplished his first objective bv
building his car well, there is no neces-
sity for Misrepresentation, and TO-DAY
progressive companies are spending SUBJ
stantially OF time and money in training
their representatives In a confidence
building sales policy that presents their
products in an honest manner.
Nothing begets confidence like confi-
dence. II manufacturer has confidence
In his product, he wins the confidence
OF his public, therefore a broad-service
policy is necessity. When the public
sees manufacturer who is willing to
stand back of his product to the limit.
they Immediately say, ut must be good"
Probably no other industry or busi-
ness requires this mutual confidence to
any greater extent than does the auto
motive. The automobile Is a PRODUCT
with the sciences of engineering. chem
istry, electricity and metallurgy COM
bined into one of the most powerful
engines for its size the world has known
Far more than 90 per cent of the
product is sold to those who have but
little technical knowledge in these
sciences, therefore they must buy on
faith.
And the reason why approximately
100000 automobiles were sold In 1928
is because the public has this faith in
the manufacturers through the knowl-
edge that the car makers have not
abused the confidence the public has
extended.