Evening star. [volume] (Washington, D.C.) 1854-1972, 1931-09-25
KEEN AUTO SALESI
DRIVE ISEXPECTED
interest of Industry Now Cen
tered on Prospective
Model Changes.
By DAVID J. WILKIE,


DETROIT, September 25.-with the
trend of the sales and. production
curves almost entirely matter of con-
lecture, interest IN the motor car In
dustry seemingly is largely absorbed
with prospective model changes and the
probabilities of keener competition than
ever in the low-priced field.
It is one OF the oddities of the indus
try that although every effort hereto
fore has been made to keep secret any
plans an individual manufacturer may
have for changing the style of his prod
uct, always advance information leaks
out that q new model is in prospect.
Sometimes the rumor comes out months
in advance of the introduction of the
new car, but always the changed model
ultimately makes its appearance
A case in point may be cited In the
gossip that preceded introduction of
the Model A Ford. Rumors of the i'm
pending change in the car came fully
year in advance. Similarly, rumors
of changes to be made in the current
Ford model have been in circulation
for many months, and while there has
been no confirmation from the Ford
offices, there likewise has been no denial.
The Ford Co. recently resumed pro-
duction after a shutdown of several
weeks and continued the current model,
with none of the rumored changes. 1t
can be definitely stated that the shut
down period was not used for the re-
tooling of the plant in anticipation Of
the changed model.
Nevertheless, it is understood certain
parts for the new car already are in
production, but its introduction prob
ably will not come until after January
! next Like all similar instances, the
longer the new cars appearance Is de-
layed. the more new features gossip at
tributes TO it. The new Ford car, which
rumor in the beginning said would
merely show a heightened wheelbase,
rear-end gasoline tank and q few other
minor changes, now is being talked
about as undoubtedly including a W
shaped radiator, slanting windshield,
free wheeling and numerous other fea-
lures heretofore belonging in the higher
price range.
In some quarters of the motor indus
try resumption by the Ford Co. of pro-
duction of the current model has been
interpreted IS meaning that executives
Of that company wanted to wait until
others in the low-priced field had mar
keted their new cars and shown all the
improvements they intended to intro
duce. BY bringing the new model out
around January /, 1t is suggested IN
these quarters, the Ford Co. would be
approaching the Spring buying season
with a new product.
Whether or not this conjecture COR
rectly appraises the reason for the
delay in bringing out the new Ford car,
it may safely be said that competition
in the low-priced field promises to be
keener than ever before. There is no
disposition anywhere in the industry to
believe that this competition will be
harmful to any producer, rather there
is an inclination to believe that In its
promotion the general upturn, in the
industry as whole viii be fastened.
There is apparent a feeling that what
ever innovations one producer may
make in his new models, his compete
tors are bound to meet them with COM
parable improvements or changes.
In the end, it generally is felt in au-
tomotive circles, this will mean only
greater value than ever before for mo-
torists, and consequently an accelera-
ton of buying interests There win be
numerous new models in the medium
and higher priced fields in November
and December, and in clearing out
stocks of current models in anticipation
of these new cars there may be some
price cutting. So far as Is new known,
however, no price reductions are con-
templated for any Of the new models.
In this connection automotive engi-
neerS and sales executives point out
that never before in the irdustry's his
tory have motor car prices been as low
as they are at present. With constant
mechanical improvements being devei-
oped. the problem facing the industry
in this respect they say, Is how to in
corporate them in the new models
without increasing list prices.