Evening star. [volume] (Washington, D.C.) 1854-1972, 1931-02-01
FRYING THE PURSE STRINGS OF
THE NATION LOOSE ATTEMPTED
Industrialists Feel America Will React to
Herculean Task Calling for Intensi-
fed Merchandising.

CHICAGO, January 31.-With the
major automobile shows Of 1881 COM
pieted at New York, Detroit and
Chicago. the men who sell motor cars
to America now tackling the job OF pry-
ing the purse strings of America loose.
In the midst of prevailing conditions,
it appears to be a herculean task and
one that calls for intensified merchan-
dising effort, but the heads of the
comparfs feel certain that the Nation
will react to 1t
In the effort that is being put forth,
statistics show that one-tenth of the
population, or more than 100000
persons who ordinarily make living out
of automobiles, their production and
operation, will be concerned.
Developments of the last week while
the Chicago show has been in progress
point to a definite objective at which
the automobile producers are aiming
that is to overcome the delayed buying
that made 1880 a black year for the
business.
The buying delay is regarded as a
carry-over into 1891 and as the
pendulum swings forward again, should
resolve itself into a heavy factor OF
trade renewal. AS estimated officially
by General Motors survey and disclosed
in q talk that William S. Knudsen
president Of the Chevrolet organization,
gave this week, 1t approximate 1000, 900
units.
The industry, according to Mr.
Knudsen, Is carrying backlog of ,000,-
900 deferred purchases into 1881 to help
swell the normal output Of this year.
As 4,000,0 900 vehicles is now regarded
as the minimum yearly requirement TO
maintain the country's highway trans
port at top efficiency, 1t will be readily
seen that at least one-quarter Of the
market for the next twelve months Is
in plain view.
Recovery Year Prophesied.
Mr.. Knudsen further told the SOC
dealers before whom he talked that
1884 will be . recovery year. He expects
that all the factories will build approx
mately the same number Of cars as in
1928, the last previous recovery year
when output was 100000 units. In
1882, he predicted, the industry SHOULD
sat new high record.
Mr.. Knuds MS forecast is strengthened
by the disclosure that Chevrolet, which
shares the low-priced field with the
Ford Motor Co., has now 400 more
dealers throughout the country than al
the same time one year ago. The
Chevrolet 1881 manufacturing schedule
calls for 100000 passenger and COM
mercial cars.
That there IL q real foundation fol
the assertions that the high:r priced
! makes of cars are developing an upturr
in demand, became evident in a state.
ment from J. c. Chick, who now heads
the Cadillac and LaSalle sails division
With figures in hand covering the first
90 days of January, Mr.. Chick sale
there was an increase Of IS per cen
for the entire month over the same
month Of 1880. In thu 20 days. 31E
cars were delivered at retail by thu
Cadillac Co.'s dealer group as compared
with 23o in the same period Of twelve
months ago. At the prices that thesG
models command, this means . turn
over Of well above 100000 in two
thirds Of month.
Mr. Chick likewise revealed that II
the Great Lakes area with Chicago al
its distribution center, the deliveries fol
20 days were "a cars as against 40 last
year--a gain of more than so per cent
Ordered for future delivery in thu
Chicago area wer 106 as compared with
last years 81, or more than 100 PEI
cent greater.
Automobile body design, be 1t known
| now has its technique on par with
architecture or creation of fashions II
wearing apparel. For more than three
years, it has been conceded that the
modern car Is not designed any more
from the inside out, but from the out
side in.
The chassis and the power plant
under the hood, are determined by tht
form, size and capacity Of the vehicle
| that it Is desired to produce.