Evening star. [volume] (Washington, D.C.) 1854-1972, 1940-10-20
Custom Treatment
Gives Nation New
Makes ofCars
Unexpected Trend Is
Seen Ending Limited
Selection of Models

A special car for every motorist
may seem like automotive day
dreaming, but current changes in
buying habits make it clear that
America is headed for a third and
most exciting stage in motoring.
Swinging, seemingly, back to far
greater variety in cars than ever
before in automotive history, the
industry actually is speeding toward
an entirely new phase of buying and
production.
We are going back to the day
when we had our choice of so many
makes and models that it was an
easy matter to have distinction
awheel, but in the new era in which
this again will be possible, we will
not need to run the risk of owning
cars that are likely to become Or
phans. There will be dealer in
every town, service will be available
everywhere and trade-in values will
be comfortably high. But we will
be able to park before our homes
models which the neighbors will not
be able to name without long
prelude of envious guessing.
A motor miracle? Not by any
stretch of the imagination. Just
natural result of two powerful, hui
man factors which won't be side
tracked.
Custom Treatment.
peon1e who ran afford what they
want definitely desire cars that are
different, distinctive. But. at the
same time. they do not want to risk
investing in cars that may not be
successful ventures for their pro-
ducers. The answer lies in taking
the present crop of high-value,
well-distributed cars and offering
them in all manner of custom treat
ment. Already the movement has
reached a point where some of the
most popular Municipalities of the day
are camoufaged behind luxurious
equipment and individual treatment
of the most distinguished brand.
To meet the new demand for Gus
tom treatment the old Auburn fac
tory already has been taken over
by a custom builder for the pro-
duction of magnificent special bodies
for one of the leading makes. One
Of the sport convertibles from this
factory is priced at s6625. That
makes no difference to the mil
lionaire who wants what he wants
when he wants it. And he welcomes
the opportunity to make this in
vestment because he can enjoy dis
tinction without risk of sinking his
money into some chassis that is
experimental.
No Foreign Mystery.
Nor does he have to carry around
his own mechanics. The car is
basicly no foreign mystery. Even in
the smallest towns, from coast to
coast. there are mechanics who
understand the car pretty thorough
ly. They may not know how the
body is made or have any of its
luxurious equipment in stock, but
that is not what the owner would
worry about when he puts his car
to the grind of transcontinental
trip.
Already, this specialized model
lea has caught the fancy of the
motoring public to the extent that
one Of the current favorites. which
sells for we'll over $4,000. has become
commonplace in Hollywood, Miami
Beach and other Ravens of the
smart set. So newer and more ex-
elusive models are in the making.
Shortly. you will be able to purchase
convertible phaetons with vacuum
powered tops. This trend is expect
ed to result in a variety of new
kinds of phaetons, just as the coupe
convertible has been treated to a
number of innovations. Being diff
ferent next year is going to be far
easier than ever before. Especially
will it be easier on the pocketbook.
This individualized treatment is
evident even in the low priced cars.
Special bodies are available for
every mans car. Some of these
are so cleverly designed that it
would take a detective to determine
what chassis is under the hood.
Since the public has complete con-
4ldence in the chassis, these special
Jobs should enjoy a good second
hand market. In fact, it is gener-
ally believed in the trade that since
eye appeal is such an important
factor, these custom jobs should
bring better prices than conven-