Imperial Valley press., 1934-01-22
To
QUOTE ACTUAL
COST IF AUTO

/ DETROIT, Mich, Jan. %. A
new automobile merchandising pol
| icy whereby the purchaser will be
apprised of the full cost of his au-
tomobile delivered in front of his
door, rather thar having to rely on
ambiguous If. o. b." prices, was an
nounced here today as effective i'm
mediately in the entire Chevrolet
organization by William E. Holler,
general sales manager of the conf
pany.
A campaign is now being launch
ed among dealers and retail sales
men in all parts of the United
States instructing them in the new
!, policy and apprising them of the
suggested delivered price to he
quoted in their respective commu-
mites.
1--WE are going to take the blind
ers off the order blank" Holler
stated I'VE are going to let every
body know exactly how rIuch their
cars will cost them delivered in
front of their doors. We are going
| to show exactly what makes up the
difference between the list, or f. o.
b. price and the final delivered
cost"
Heller announced the new mer-
chandising plan at his Detroit
headquarters following his return
| Ia
show. where final arrangements OIL
the new policy were perfected.
! AS an instance of what the new
procedure means to car buyers. Hol-
Ter pointed out that while list prices
on the company's new 1894 models
average $40 higher than in 1888,
the actual increase in cost to the
purchaser is only $40. While the
list, or If. o. b." price throughout
the United States averages IA per
cent above 1888, the delivered cost
actually average only 8 per cent
higher
"I am confident" said Holler,
chat this plan will enable us to
deliver automobiles all over the
country at a lower price to tie pur-
chaser than any other make OF
voume car"
The nationwide program OF Chew
rolet dealers to deliver cars at the
lowest cost to the customer is based
on giving the buyer an honest value
for every doller spent, Holler point
ed out.
After ALL he said, "the man
who buys an automobile wants TO
know how much lis car will cost
standing in front of his home.
Hereafter our statesmen are going
to quote him that figure only. He
will thus be spared the unpleasant
ness of discovering that the ulti-
mate cost was considerably >aboVe
his first expectations.
Dealers to Aid
Needless to say, this new mer-
cfandising policy was made possible
only through the wholehearted CO.
operation of our 10000 dealers. They
have been quick to concur with
our opinion that the new policy IS
fundamentally right and that we
will have the support of tie pubic
as soon as they recognize our aims. .
Holler voiced enthusiasm over the
prospects of his company for this
year. "We introduced our 1884 mod
els early this month";" he said, at
100 special exhibits all over the
country-separate, complete auto
mobile shows in themselves-to a
most interested and responsive pub
lie. At tie close of the first week
our statesmen had booked 10000
bona fide orders for immediate de-
livery.
"The fine response of the public
in terms of orders will insure the
day and night operation OF our
plants for many months to come.
America is coming back-fast
There is no doubt of it. More in
dicative even than attendance and
sales figures at the New York au-
tomobile show and our own local
shows is the changed attitude OF
people = visitors and automobile
/ men both. At the shows I attend
ed, almost a carnival spirit pre-
vailed. There was more enthu-
siasm. more of a 'go-forWard' feel
| ing. than at any show since 1879.
We are coming back and the means
by which it is being accomplished
is much less important than the
fact itself"