The Indianapolis times. [volume] (Indianapolis [Ind.]) 1922-1965, 1933-02-04
New Cars
Hit Peak
in Values
1893 Products Greatly
Improved by Auto
Makers.
BY E. G. HENRY, Manager,
indianapolis Automobile Trade Associa tiOI

1F1 dhCI =.
BY E. G. HENRY, Manager,
indianapolis Automobile Trade Assoca ton
Today marks the beginning Of a
vital event in the economic life Of
the city-the opening of the twenty
second annual automobile show and
with it the opening of the spring
automobile selling season.
Volumes have been written and
printed concerning the far-reaching
benefits resulting from the pur-
chase of a new automobile; volumes
have been written about the back
log in the new car demand that has
been rolled up during the last three
years, and still other volumes have
been written to inform the motoring
public of the increasing values in
motor cars from year to year since
the end of the boom.
Notwithstanding the turning point
has failed to show itself, sales have
dropped off year after year, until
the levels of the pre-war days again
have been reached-leVelS that a
few years ago the industry looked
upon as belonging to the horse and
buggy age. And all that has been
said about the benefits, the black
log and the values have gone on for
naught.
Make Supreme Effort
But motor manufacturers have not
been diSmayed; for three years they
have sought in vain to turn the
backward tide of the depression
They have appointed themselves
leaders of the march back to pros
perity and three consecutive failures
only have bolstered their determi-
nation.
This year they are making their
supreme effort, and indications point
at last to success.
Never in the third of a century
of motor car history has there been
a greater temptation to the buyer
built into an automobile; never has
the automobile dollar reached a
higher station, and never has the
need for new cars been greater.
Regarding the benefits to the
wage earners that result from pur-
chase of a new car, figures might
be cited from both the low and high
priced field 1t is estimated by one
of the makers of a smaller car that
each machine sold represents sew
enty-one days of labor for the vari-
Gus craftsmen employed in its pro-
duction from the driveway platform
back to the mines from where the
ore is taken.
A fine car producer states that
it would take man skilled in eight
trades one full year to bring his
machine from natures resources to
the showroom floor.
Replacement Rush Near
Thus we obtain a glimpse into
the significance of the new car
purchase, and as we look into the
field of potential sales we find
Marion county motorists driving
$4,000 cars now already more than
two years old: we have $4,000 cars
in service in the county three or
more years old, and we have $4,000
that are on their way to their
fifth birthday.
In view of the estimate Of the
average motor car life of four and
a half years. it is not difficult to
foresee a tremendous replacement
requirement within the very near
future.
Then, as to values, there can be
nothing more convincing than a
walk around the showroom floor.
Whether the visitor is interested
in the very lowest priced car, or
one that might bear a price tag
of $4,000, it will be pain to the
most average citizen that the 1888
dollar will buy more-a lot more.
Safety, beauty and performance
will be found backing this new
standard of values for 1888 in the
cars on display at the auto show
New thoughts in streamlining
lower chassis, more powerful en-
gines. roomier bodies and exquisite
interior and exterior finish are
combined by the engineers to mark
the current models the most out
standing in history.
Whether the buying public much
longer can delay buying the cars
it needs badly remains to be seen,
but from all indications business
is on the mend and the automo-
bile show will signal the real turn
ing point for Indianapolis.