Evening star., 1932-01-24
Automotive Industry
Steps Out for Revival
BY HARDEN COLFAX.

The automotive industry has stepped
out" as real leader Of commerce and
industry in the effort to revive trade,
according to opinions expressed today
among official authorities and trade OBJ
servers stationed here.
Seldom If ever before, has one unit
Of industry demonstrated such unmis-
taxable determination to accomplish it's
purpose, say these observers, who are
| thoroughly optimistic that other lines
are going to be encouraged to do some
| thing about new business for them
selves. And 1t is hardly necessary to
| add that such turn of events would
do more to drag business out of the
doldrums than any other influence that
has been tried in the two years of low
business activity.
Conclusions reached by the experts
are based upon an analysis of the au-
tomobile program as disclosed through
the industry's advertising and its sales
plans as outlined in the many automo-
| bile shows in various sections of the
country. The manufacturers appear to
have become convinced the business is
available II they go and get it. In other
words, the program is designed to fit
buyers market rather than a sellers
market.
| T
While the actual moves made by the
automotiVe interests are concrete evil
dence OF the determination to awaken
trade, the observers here point to some
thing Less tangible, but nevertheless
,, bearing tidings of equal import to the
country-namely, the psychological in
| nuence OF the activity. Business men,
the records show, do not step out with
expensive programs OF building and of
advertising unless they see better than
sn even chance of q return for such
| outgo.
There was an actual increase in the
amount OF national advertising done in
The last few weeks by the automotlVe
interests over that done year ago in
preparation for the shows. There are
concrete figures. Some of the nationally
known publications have increased
their lineage in this respect by as much
as 20 per cent oyer a year ago, others
have registered gain OF II to 15 per
cent and still others held their own
or have shown small gains. Thus,
| IL Is shown that the advertising increase
was not in Just one or two directions.
The authorities say that the auto
mobile industry had reached the stage
where 1t could expect an immense re-
placement business. 1t recognized tnat
thousands upon thousands of cars are
upon their last legs and II their own
ers desire transportation they must ac-
quire new machines.
n X
There Is no disposition among the
Observers to kid themselves. They
know that the buying power of the
| country as q whole has declined IN
measure that is not pleasant to con-
template, but these same persons take
! the position that there is an untouched
field Of sales that Is simply awaiting
| some one with enough courage to starb
cultivation. They commend the auto
motive interests freely for the example
they are setting, because they beleVe
| that the qualities of leadership thus dis-
played are of inestimable value TO tne
country as a whole.
Department of Commerce officials are
immensely interested in the demon
stration, as is the Chamber OF Com
merce Of the United States, where the
frank view is that the automotlVe IN
| dustry has taken the bit in its teeth
to make real test The chambers oo-
| servers are convinced that the test mas
Ia 2-to-1 chance of success, for tnat
body has maintained for some eRH