Evening star. [volume] (Washington, D.C.) 1854-1972, 1931-08-16
MORE LOW-PR|CED
CARS ARE PLANNED
Two More Firms Expected
to Enter Field With
Cheaper Models.
BY EDWARD w. MORRISON.
Special DISPATCH to The Star.

SpeClal DlSpaICn 10 Inc otaE-
DETROIT, August 15-A concerted
effort to cash in on the demand for
low-priced cars is apparent on every
hand in the automobile industry.
During the first part of the year
Chevrolet put on one Of the most inten-
siye sales campaigns ever staged, with
the result that the company garnered
larger share of the profits in this
field than last year. Then along came
Chrysler with the new Plymouth mod
els, which seized the popular fancy at
once, Hardly was the new Plymouth on
the market before reports from Dear
born said that Ford would make some
changes in the model A. The public
may have better idea Of these in Sep
TENDER or October.
Now, if reports in Detroit are to be
believed, two other companies neither
previously identified with the low
priced field, are to jump into the fray.
One of these is Auburn, which has been
decided factor in the industry this
year. The other is Graham-Paige.
In Fall or Winter.
If either or both Of these producers
make a bid for the business that now
is well distributed among Ford, Chew
rolet. Plymouth and WHY'S, the models
probably will not make their appear
ance before late in the Fall or earlW in
the Winter, when the automobile show
viii be approaching to give ready
stimulus to sales. Graham-Paige has
already been heard from this year with
one new model. the Prosperity Six,
while Auburn has been quite busy sup
plying the demand for its standard
lire, as well as the more expensive
cord.
The chic design Of the recent Auburns
is expected to be sufficient TO arouse
the curiosity OF the public about any
car that may come from the Indiana
plants of this company. Auburn has
done a record-breaking business the
past few months and has increased the
number of its dealers on every hand.
With this sales record before them,
other manufacturers will not treat
lightly any sales campaign Auburn may
introduce in the low-priced field-and
by that is meant the field that is topped
by models selling at less than $500.
Whether or not in anticipation of
projected new models, Graham-Paige is
introducing an experiment that Is being
watched closely in Detroit. This is sim
ply a plan whereby new statesmen are
to be added by dealers throughout the
country on a salary and commission
basis, the manufacturer 10 share in the
established compensation the sslesmen
receive.
Maker Shares Salary.
! For the first time. an automobile
/ manufacturer will pay a part of the
| retail salesman's salary. Heretofore, the
/ burden has been on the dealer, and
! then the salesman whom he employed
/ was expected to survive on a commits
sion basis. Whether the plan is new
| step in automobile merchandising re-
mains to be seen.
/ What provision will be made for sales
men already employed by Graham
/ Paigne dealers is not known. 1t is be-
| heyed, however, the company visuali2es
| the need of bringing experienced salss-
/ men into the auto motive field and Is
invoking the salary plan as a means
( Of attracting ability and seeing the new
conner through the trying period Of APP
4 premiership.
The newest development IN devices
| TO ease the task OF the driver is the
| automatic starting switch, which, be-
ginning next week, will be ontional
equipment Pr the Hudson and ESSEX
lines. The device will talae the place
OF the usual foot button or pedal. When
the ignition Is turned on, the motor
automatically turns over. The device
Is so adjusted that when the motor
Stalis IN traffic while the ignition is on,
again.
Figures from all the Chrysler unit.
Ior the first six months show sales 81
lo5.ol4, as against 135,675 for the frs
tcopyrisht 1912