Evening star. [volume] (Washington, D.C.) 1854-1972, 1929-12-28
BY JUNIUS b. WOOD.

Correspondents of The Star.
The rapid advance Of the United
States from third to first place in the
markets OF Latin America Is one of the
marvels Of commerce. Before the war
Great Britain led, with Germany next
and the United States considerably be-
hind, but in third place. During the
war the European countries were cut
on from South America and the United
States supplied their needs. However,
In the 10 succeeding years they have
Waged q vigorous merchandising cam
patgn to recover these markets. and
their trade now is greater than it was
before. That of the United States is
even larger, which, with other countries
holding their own, Is what makes the
situation unique.
The trade of Latin American has in
creased enormously since the war and
practically all Of this increase has been
with the United States. This country's
inroads into the established lines OF
European countries have been much
smaller than Is generally supposed or
what these countries pretend. British
commercial organizations refer to the
American figures, recall the dominant
position which their country once held
and complain that trade with the
United States has been taken from
somebody, and it must have been taken
from u.s.
The facts are that 1t has not been
taken from anybody, but is almost en-
tirely q new growth. 1t is not even
juStifiable to infer that Britain would
have got 1t If the United States had not.
Germany might have benefited, for its
commercial policy is midway between
that of England and the United States.
British commercial methods follow
closely what has been so satisfactory as
q colonial policy in less enlightened
generations-"Keep them clean and or
derby, but don't let them get any new
IDEAS"
The exporter from the United States
has suggested more ideas than these
receptive countries can keep up with.
He has created new demands through
much the same methods that have been
successful in the United States. The
tin-American countries have respond
ed and he has filled their orders Things
which not so many years ago were con-
sidered novelties now are looked upon
as necessities.
That Is why automobiles, trucks ag-
ricultural machinery, sewing machines,
movies, typewriterS, ONCE appliances,
monographs, patented wall board and
many other lineS-comparativel new to
Latin America-find such q ready mar
ket in those countries. The American
salesman has pushed them end at the
same time has done his share in sup
plying the long established demands in
other lines.
Every country in South America is
spending millions for building rural
roads and paving city streets. Good
roads make automobiles and trucks
practical as well as convenient and
motor transportation creates O demand
for more roads. American-make cars
practically monopoliZe the automobile
buSineSS--pleaSure cars. taxicabs, buses
and trucks. Incidentally the bobtailed
taxicabs used in the United States have
been tried in South America and dis
touring car, as sumptuous in appear
ance as q private rolling palace.
south American trade demands the
best and the latest. AS good car serv-
ice can be obtained there as in the
United States. Two of the big automo-
bile factories have nine assembly
plants in cities in Brazil, while their
similar plants in BuenoS Aires are as
large as any city of the United States.
South America has got into the habit
OF using American cars and 1t will be
hard to change. Utility, price and
quality are the big underlying causes.
but 1t u also q temperamental market
subject to influences which are not no.
ticed in the United States.
One agent sold lot of cars for taxi
cabs and then realized that he had lost
the rest of his market because other
buyers feared they might be hailed on
the streets by prospective fares. An
other made easy installment terms
which appealed to those on modest SAL
aries for whom getting an automobile
meant months of skimping and nros-
porous cash purchasers stopped buying.
A third was one Of the man about town
clique arm his car was popular pres