Milford chronicle., 1936-01-31
Chevrolet News

IldL LlH duLUmUDilG bugin6 AoeAss
of a nation can be changed, and that
the liberal and aggressive use Of
newspaper advertising Is one effec-
tive way of changing them, is evil
dent from the experience Of the
Chevrolet Motor Company, accord
ing to w. +. Holler, its vice presi-
dent. and general sales manager,
who cited an array of sales records
dating back to the new car an
nouncement November 2. 1885, by
way of proving his point.
Although Mr.. HOller's comment
was OccasiOned by the recent used
car selling achievements of ChevrO-
let dealers, ii applies with equal
force, he said, TO their new car ac-
tivities The early announcement of
new models. coupled with wide use
of advertising pointing to the ad-
vantages of early purchase, resulted
in the case of Chevrolet in a COM
plete upset of the old order-a COM
plete reversal Of the industry's eX-
perience in the past. when NOvem-
her and December were two Of the
quicstesI months of the entire year.
"Ths Chevrolet Motor Company"
said Mr.. Holler, had every reason
to believe. that economic conditions
being favorable. the public stands as
ready to buy il ,he fall as il does
in the spring.
I'm preparing for its early an
nOuncement, Chevrolet banked on
it's ability, by means of advertising |
and shOwings, 20 convince the buy
ing public of the benefits it would
derive by buying new cars in No
vember and December AS we point
ed out, the early hmyer insures
against eOld-weather driving trOu-
bles, by obtaining a mechanical unit
that is new throughout. Further,
such an investment is sound from
the economic standpoint. for the car
bought in the winter remains a cur
rent model longer than the car pur-
chased in the spring.
THAT these considerations, and
of new models for
Christmas gifts, appealed strongly |
10 the public is plain from the sales !
figures. NOvemher's retail sales of {
lew units were 91,959. and Decem- [
Der's were S0,327. These combined y
With a high October figure to pro- 4
luce a fourth-duarter total of 207,- Fl
40 units-the greatest in the his
Dry of Chevrolet. b
However, the sharp gains in new S
ar and truck sales are only a part b
f the story. The public's altered is
uying habits are also apparent in el
le used car end of the business,
here a large part of ChevrOlet's ol
ivertising expenditure has been a:
cused in the past three months. OF
"This advertising was designed to nj
lpress the potential buyer with za
e fact that he could benefit him te
If by buying used car immedi- sl
ely, from his Chevrolet dealer. m
le statement was true. The coun-
ywide response to the new CheVrO- sh
was bringing into dealers used er
r stocks a great many fine late bo
0dels, and all it required to change tn
e buyers habits was the realiza- fol
N that his own best interests
,uld be served by earlier purchas- ST.
:. be
Vigorous advertising was brought an
bear upon the situation. One SER acl
of large advertisements was pre- col
red in such a way that the Chew be,
let dealers in the city where it ito
I could insert news of individual for
s in their used car stocks. fou
Ong emphasis was laid on the eei
aranteed Ok Tag plan which en- mai
es the purchaser to buy with con- ege
nee from his Chevrolet dealer. hsV
! result of all tnis concentration sue
earlier buying was record that a 7
rarely been eIualled, regardless and
he season. ord
urther unusual measures, adopt 7
January /, will unquestionably bus
Ire new sales records this month Jan
next, Mr.. HOller said. They in
le the creation of a million dol FEI
fund, to be used in retiring from
highways used cars which are
afe, and in providing extra COM
satiOn for statesmen who do an
tanding used car selling job. *
Chevrolet Motor Company is char
ng the dealer for every unwOr- try
Old car taken in trade and junk bird
and is also cooperating with feed
ers in providing cash incentives ciliti
statesmen. eggs
thousands of cars whose further raise
alton would constitute a hazard per
leir owners and the public have gres.
scrapped by Chevrolet dealers. ers
les having a wholesome effect amot
he automotive merchandising All
tion, the plan is tying in with by c
,nt-day safety efforts. For study
it is generally recognized that fund.-
iriver, and not the car, is the agem
st single factor in traffic safe progl
le vehicle is also factor, and ing
program which retires ancient simpl
from use can not fail to help TIL
AgriC