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MOTOR CAR AND MOTOR TRUCK
SHOW SECTION ififyf PART VIII SIXTEEN PAGES \ MOTOR CAR AND MOTOR TRUCK SHOW SECTION SUNDAY, JANUARY 4, ??920 PARTVIXI SIXTEEN PAGES ? eadcrs ?/Motor Cai^^ _______-___?____________________________. J ^* <**? ^*asW^ ^i&ow?Wm World >|B>\^V 9&&***'****Mf?te*rMtiYrrwf*r.*?.. .?.m. i?._. *--? r- ^- - _. ^'?*?2eZ^\ ?<??** ? ?<#\r ^?A M??I _&D.Cha0/Ns -??<-.-?. Motorization of EWorld Is Forecast by Erskine Stndebaker President Urges Action to Restore Parity of Exchange and Stimulate Foreign Traded?Domestic .Demand Is Huge By A. R. Ersktne Prttident, Stndebaker Corporation The records show there are 6,500,000 automobiles ?nd trucks in use in the United State.. In the next ten years the number undoubtedly will exceed 15,000,000. License fees and taxes paid in the forty-eight states now approach 1190,000,000 annually. Federal and state highway Jaws tad bond issues provide. f?r great expansions of roads and highways costing hundreds of millions for some years to come. The United States it motorized and the horse is gone, except in. rural regions. Transportation in the "World 17 ar was motorized to a large extent by American cars and trucks which made food and brought acknowledgment from all of the armies and Europeans generally of their equality to the best standards of European cars. No longer is the American car referred to slight- ! iftgly in foreign countries. Europeans ? admit that in desTgn, quality and Per? formance our cars are as good as their ? own, and in support of their opinion j they are incorporating- a number of.; American ideas in their post-war de- j signs. At present the number of cars sod trucks in use in the United States ? is about four times the total number ' in use in Europe and all other foreign i countries combined. The automobile industry in the United States, now' ranking as the third largest industry, is in an ex-1 tmnely favorable position to export ears and trucks to all markets of the ; "*erld, and, in fact, it must depend on these markets to take its surplus pro- j daetion when normal conditions are I I Wiwned, if it is to operate at maxi aom capacity, which is now estimated i ?t 3,000,000 cars per annum. Great are ; tiw .visibilities of the export markets, ! heeause in time all civilized countries j **ul be motorized as we are. American ! ***}? will predominate everywhere in j th? great evolution of modern times, i Export? from the United States will \ he controlled by the ability of our fo/eign customers to pay upon our *J*m? and pay in dollar exchange. For ?hat reason great concern is felt by ? American manufacturers , over the i premium* now commanded by the dollar ? m most foreign markets. Something *B**.jj* done by the government, com- j ?ereial and financial interests of the : country to reduce these premiums and ! *? restore normal rates of exchange as I ?early as may be possible? It is _ ; Hohlem of great complexity and has ??oy bearings, but it wijl be solved ?tisfactorily, and when it is the American automobile industry will be I ?"*of the greatest beneficiaries in the ! ?uraulua to foreign trade that will au- i wmatioally ensue. ! ? hardly seems necessary to say | l-? ?_ anything about the domestic demand 'foi automobiles, because it is apparent that such demand is continuous and incessant, with a constant upward tendency as population increases and good toads are opened. The normal replacement of worn-out cars is about one million cars per annpm at the present time, to which must be added the demand from people who buy a new car every year or two and dispose of their old ones. These second-hand cars are easily marketed, as a rule, and many of them are exported. Beauty-Six Mau 1 Points to Source Of Good Looks Feminine Influence Is What Determines the Appear? ance of Cars, Says Farley "The beauty of the present-day motor car is directly due to feminine influ? ence," declared J. I. Farley, vice-presi? dent of the Auburn Automobile Com? pany, manufacturers of the Auburn Beauty-Six. "In the purchase of a motor car the women of the family are usually the deciding factors. The daughter of the family, especially, ex? erts a great deal of influence in selec? tion. . "Women actually demand beauty in their motor cars. They expect mechan? ical excellence?they assume that the better grade of motor cars will take them to their destinations without trou? ble. The actual determining factor in their choice is the' design, finish and appointments of their cars. Progres? sive manufacturers immediately re? sponded to this demand. A survey of the 1920 exhibits is ample proof of this response. "When a woman drives a car down the boulevard she demands that it ap? pear sleek and well groomed. The fin? ish must conform with the smart design and the rich appointments. The mirror? like finisi of the Auburn Beauty-Six is secure? by the use of special enamel hand-applied, and then hand-rubbed to a gleaming luster. Women will not be bothered with frequent polishing?they want a car of lasting finish. "With women driving more and more," continued Mr. Farley, "there is also a demand for dependable per? formance. Consequently when you in? spect a modern-day motor car you find a reliable, powerful motor, a chassis built to .stand the road strain, and equipped with efficient springs for easy riding comfort, and a body of smart design, rich appointments and gleam? ing finish." Features of the Great Double Automobile Shows Now in Progress The Twentieth National Automobile Show, from January 3 to 10, *?fairly lay claim to being the greatest automobile show ever held." ? is a two-part show, passenger ca*rs and accessories being dis J?yed in the Grand Central Palace, and motor trucks, trailers and |W?r accessories in the 8th Regiment Coast Artillery Armory. The ?Jace is at Lexington Avenue and Forty-sixth Street, the Armory at ?rome Avenue and 104th Street. There are 84 exhibitor? of -passenger cars and 227 of accessories, PBJ *nd sundries at the Palace. Motor truck exhibitors number 69, ?W there is a like number of those who ?how trailers, bodies, acces ?wie&t? and so on, "? ???* 8h0W comm?t?c? in charge of the passenger car show is John ?WHly?, chairman; II. G. Boot and Harry M. Jewett. The show com A3 o?f th<$ motor truck* is m*de UP <* M- L- Pocher, chairman; ?feow ?S? 1C a"d DaVid Lud,?m* Samuel A. Miles is manager of both ?lia?i ^?f car8 8t the P*?8?"?*?* ?how run In price from $715 to >?' truck* are from *&3& ?P? The shows are open all this week from 10 a. m. to 10:30 p, m. ?Sen i ???m *nd *v*nin?* th?re will be special subjects for discus relating to motor truck? and transportation problems held at the aL L* L Artillery Armory. The?? are keenly interesting to every "?a? in whateoever line of business. ; <Utjrr'/U?h.?how week there will be meetinge and dinners of asso ^^anied with the automobile induatry, among then? the National ' WiuT tftmter of Commerce, the Rubber Association of America, I mu?* *? ****** A??oc??Hon, Society of Automotive Engineers *-^I" A*eeMorJr Manufacturer*. ^ <M/r?./ntt?>? Americans Up and Doing, Not Down And Worrying This Characteristic of the Business Man Is Haled by Durland as a Sure Indication of Progress ' "The present industrial situation is ! peculiar irt that, while in the past | periods of depression have generally eome suddenly and as the result of un _ecn or unappreciated forces, we are j now confronted by many conditions which the preachers of disaster would have us believe will lead us to national calamity, yet there seems to bo no tendency toward undue retrenchment to weather the threatened storm," is the statement of D. C. Durland, presi? dent of the Mitchell Motors Company. "While all manufacturers are meet? ing with some difficulty as a result of the somewhat disturbed social condi? tions now present, the dire predictions so constantly held before us as threats against the future do not seem to be borne out to any extent by pre? ant facts. We are asked to believe that ?h? country is about to be turned over to _ovi-ti_m and descend into the chaos of anarchy-riddorv, Bolshevik Russia. But a review of the present industrial situation reveals that that time is not here now and cannot arrive for a long time to come. "One of tht reasons for our not suc? cumbing to th? threatened cataclysm is the apparent tfndsncy of the Amer? ican business matt to be up and doing rather than dow? and worrying. "In the autora ?bile business there ap? pears to be no failing oft* in the un? precedented demand which character ized the year just past. Reports from the field indicate that in spite of all increases in production, the supply will not be great enough this year. This certainly bespeaks a healthy condition' in the country generally. On the other hand, while there has bean some in? terference with production, it has boeh almost negligible so far as retarding the delivery of cars is concerned, and practically, all makers will probably deliver during 1920 on a schedule very close to their original estimates." Oakland Has Huge Plans for Output To build as many cars in sixty min? utes as were manufactured in a ten hour day five years ago? To make the output for the fiscal year of 1030-'2l equal the total pro? duction of tho pus* four years? ' These are the pYesent aime of the Oakland Motor Car Company for the twelve months beginning July 1, 1920. Extensive plant additions, costing $3, 000,000 and already under way, are scheduled to be completed then. One unit will be an addition to the present engine plant, built two years ago. Another large building, three stories in height, will be erected to take care of the expansion of the as? sembly department. Future produc? tion schedules call for the building of forty cars an hour, or 320? cars in a working day of eight hours. This production compares with the 1914 out? put of forty cars in a ten-hour work? ing: day. it is indicative of the development of the Oakland company under Fred W. Warner, president, who first be? came identified with the Oakland Com? pany five years ago. Based on an average daily produc? tion of 800 cars after July 1, 1920, the output for the succeeding twelve months will total 100,000. Special Bodies Feature of the Packard Exhibit t Unusual Features Mark the Inclosed Cars Displayed at Palace; Supplemental Show Held at Branch The recent announcement that the production of Packard Twin Sixes would be doubled during the coming j year attracts special attention to the I exhibit of the. Packard Motor Car ? Company of New York at the Automo i bile Show. The exhibit emphasizes the idea of passenger transportation, including two of the standard Packard models? one open and one closed?and several Twin Six chassis, equipped with spe? cial bodies of unusually attractive de? sign. v The seven passenger touring car, together with a seven passenger brougham demonstrate the standard Twin Sixes. Of the Twin Sixes equipped with special bodies, the seven passenger in? side drive limousine is interesting to the owner driver. All the windows in this body drop entirely out of sight. The division window may also be dropped enabling the owner to have one large compartment when doing his owl driving. The window may be raised, giving two compartments when a chauffeur is used. In the four passenger coup? the seats are so laid out that two people arc easily accommodated on the scat set slightly to the rear of the driver'* seat. An extra seat facing forward folds under the cowl when not in use. This model is compact and gives ex? cellent service as a town car. There is an extensive display of, both stock and special body carriages at the Packard snow rooms at Broad? way ?nd Sixty-first Street to eupple ment|the show exhibit. 1X(/c/<p/rf FDO&GBj ?O0GE B&OS ?? -r?-1-/-'? Export Market Offers Its I \ j Attractions to Americans I Conations Must Be Studied if We Are To Be Successful In It, Says Mitchell, Maxwell's I president, Discussing Foreign Trade Bu W. Ledyard Mitchell President, Maxwell Motor Company The arrow pointing the way to ex? port sa les follows the sun. The "sell? ing se ason," so called in the export market|, covers a period of twelve months , varying in localities with the varyin?|- seasons. The American motor industry, therefore, finds itself face to faca with a stable and entirely new field possessed of enormous possi? bilities,! prepared to absorb and pay cash fur a large part of its annual proo uctSon. The ?foreign market is practically a nbw one for a great number of AmeWcan manufacturers. Although American cars have always been sold in moderate numbers in these markets, the present opportunity comes not only in Europe but in the South and Cen? tral .Americas and the Orient on account of the. inability of the Euro? pean ?manufacturer to supply the de? mand! in th./se markets. Australia and ?few Zealand have always been large consumers of American cars and if the Ameritan manufacturers are able to furnish t? sufficient number of cars during thrj coming year to supply these markets which have opened up so unc/xpectedly, they will estab? lish themselves in the foreign field in a manner which will place them in a most enviable position with a minimum ? cost for tihis development. In meeting competition in world trade thd American manufacturer is developing a highly specialized class of salesmen, known as "foreign travelers*" which class was practically unknown, to the American motor in? dustry prior to the war. A new field of advertising is being entered into in which American methods will have to be modified to meet the tempera ments and customs of tha territory in which the advertising is placed. The foreign advertising field is not nearly so highly developed as in America. In South America,/for example, the greatest advertising medium has a circulation of only 145,000. Each country has its own peculiar characteristics, which have to be given a great real of study from this stand? point of sales demand?., which will af? fect the companies' foreign manufactur ing and sales requirements. To become familiar with the needs of the coun? tries in which American cars are to !?<? marketed men must be sent out who are capable of making an intima!?' study of these special conditions in every field, and to supply a car which will meet these particular local require? ments. The American manufacturer finde himself at this time face to face with credit conditions which existed prior to the war, at which time lon^ term rred its were extended by foreign manu? facturers, which the American manu? facturer is adverse to extending on ac count of the long established pree< dents in regard to credits in the motor industry. The American bunking in? terests, however, are studying the for? eign automobile credit situation, with a view to establishing foreign cr?dita ai3d acceptances, so that American in? dustry will be able to compete with for? eign manufacturers on even terms of credit. One of the most difficult problem?! confronting the automobile manu facturer at this time is the equitable distribution of his production between his domestic dealers, on the one hand, and his foreign dealers, on the other, particularly when the foreign dealers, with cash in hand, storm the sales of fices demanding cars far in excess of his manufacturing facilities. In order to maintain an equitable distribution of the manufacturer's production it will be necessary for the domestic dealer t? supply himself during the winter months with a stock of cars which will make it possible for him to supply his spring demand, at which time it will be impossible for the manufacturer to supply both the domestic and foreign demands unless a reserve supply has been accumulated by the domestic dealer. Greatest Shortage of Cars Is Coming Soonv Says Jordan Obstacles to Production Sure To Be Encountered in Second Quarter of the Year Contrary to all expectations of man? ufacturers, dealers and the public, the greatest shortage of motor cars which has yet been experienced in the his? tory of the industry is likely to develop at the very time when cars will be most hi demand. This is the prediction of Edward S. Jordan, president of the Jordan Motor Car Company, Inc., who, since his return from Europe, has made a survey of the American production and sales situation in the interests of his own organization. "Six months ago it looked as though the greatest difficulties in production would be surmounted before the first of the year, and the first six months of 1920 would.find all' the factories in the industry going at top speed. This hope can never be realized. The chief obstacles to production, created by the steel strike, will be encountered in the - second quarter of 1920. "Th? production of steel at present is hardly in excess of 50 per cent of the capacity, and the manufacturers are rapidly using up the excess over and above production which they found in the. reserve stocks which had been accumulated in the various parts of the country. These reserve stocks have been obtained at a premium, and they will be hardly sufficient to take care of the first three months' produc? tion. "After that time we may expect to have' even more difficulty in getting steel, until the production schedules of the steel plants are materially in? creased. This means that ad increase in production above the present manu? facturing schedules must be accom? plished in the first three months of th* year by accumulating all available sup? plies. jA "Another ierioo$|handicap in filling the motor car demand is the acute shortage of plate glass. This shortage is brought about by a diversity of causes. The story of its importance was related to Mr. Jordan by an official of the largest glass producers in Amer? ica while riding in a motor car over the battlefields of France a month or so ago. " 'We never anticipated/ said this man, 'what' a tremendous demand for glass would develop after the war. Ir. addition to the regular demand for building purposes, the automobile in? dustry, in response to the tremendous car demand, has placed a burden upon the glass producers which it will be im? possible for them to meet for months to come. " 'Time was when we sold glass onlr to windshield manufacturers, with only a small quantity going to the makers of closed cars. " 'The introduction of the plate glass in the rear of the top of nearly all motor ears has created a demand which is enormous, while the effort to meet the demand for closed cars has abso? lutely swamped the glassmakers.' "Then, too, the labor unrest is bat one symptom of the 'ease of nerv?M' which afflicted the counlry and from which we as a nation luve not fully recovered. "There are a number of other dif? ficulties, among which might be men? tioned the shortage in eioaed cat hard? ware, which is produced in compara? tively small quantities by only a few companies; this factor, combined with the coal strike, labor unrest, glass and steel under production, makes it vitally important to the dealer to accumul?t?' all the cars he can in January and February, and to the publie, who ex? pect to have delivery before a-aaj fall, to place orders at the New York Snow."