Wanted—Ideal Used Car

Press, Volume CIV, Issue 30895, 30 October 1965, Page 5

Wanted—Ideal Used Car

[Specially written for “The Press ”!

rpME search for the ideal second-hand car goes on . . . and will continue ad infinitum if only because the “ideal” differs from buyer to buyer and, according to the newspaper advertisements, from seller to seller.

The quantity and prices of used cars on the market in Christchurch has changed spectacularly in the last 35 years, but the car dealers’ advertisements have not altered to any marked degree. On Saturday, October 11, 1930, 45 used cars were advertised for sale in “The Press.” The prices ranged from £4O to £275. Last Saturday, 1122 used cars were advertised for sale in “The Press.” the prices ranging from £65 to £2395. In 1930, “this week’s special bargain” was a “Dodge Brothers touring car, exceedingly favourable terms of £lO deposit, balance at rate of £1 a week.” A “Ford New Beauty, excellent engine, tyres as new,” had no price tag. An “Austin 12 tourer, rigid curtains, faultless trial,” was priced at £l2O. A “Hudson four-door sedan, small mileage, new tyres,” carried the same price; alternatively, a “Hudson, seven-passenger sedan,” was advertised for sale with price, “was £l2O, now £60.” A Dort tourer had a “Colonial body” and was “a real bargain,” at £l2O. “Snips” In those days of fewer cars and less money, “snips” for sale included Essex, Allen, Durant, Jewett and Vulcan cars, and a Deasley-Siddeley van.

The pride of the cars advertised was: “£275 Falcon Knight sedan, an unusual opportunity to get a high-class car at a low price.” The word “snip,” meaning a bargain, has been a favourite with car dealers through the years, although it is currently out of favour. Of all the 1122 used cars advertised for a sale last Saturday, only one was described as a snip—“a real snip.”

“Snip,” according to Partridge’s Dictionary of Slang, derives from horse-racing and dates from about 1890. It meant “a good tip, hence a bargain, an easy acquisition.” Thus, by its exact meaning, it is peculiarly suited to car dealing. As well it has the onomatopoeic value the sound of car dealers going round and snipping-off price tags—cutting prices down. Today’s current favourite word in used car dealer’s jargon is “beauty. . . a beauty, a real beauty, beautiful condition, beautiful original condition.” However, we were informed reliably by a well-to-do, long established car dealer in this city, that the use of the word “beauty” is largely confined to the lesser car dealers—“the birdcage boys,” There is, obviously some

class distinction apparent among car dealers—just as there is among prospective car buyers. Last Saturday, “The Working Man's Car Sales” advertised a “Jaguar 2.4, Mk 11, £1445. Late 1960. A -connoisseur’s car with matching red trim”—a succinct comment on today’s wage levels. The cheapest cars advertised by the firm were priced at £295. A car priced at £635 was described as “very neat—a real snip.” At the other end of the scale, and redolent with snob value was a “Marendaz Special, ex-works team car built for 1935 Ulster. T.T. and raced at Brooklands. Driven in 1936 French Grand Prix by Earl Howe and T. H. Wisdom and owned for many years by Eileen and Alfred Moss (Stirling’s parents) fully restored to immaculate condition. Recently imported from England.” The advertisement is not quite dear, but it can be presumed that it is the “Special" that has been restored to immaculate condition. Although doctors and surgeons have progressed astonishingly in the last 35 years they cannot compete with A grade mechanics in restoring to immaculate condition. An unusual advertisement in these days, and an interesting one—a car “Chauffeurdriven and kept like new, remarkable value; 40,000 miles.

Radio and heater very tidy and very cheap.” An advertisement with great appeal to prospective women buyers was: “Vauxhall Victor Super, 1964, one lady owner. 4600 miles, heater,' 2-tone, Snowcrest white and Anniversary gold, as new; owner leaving to reside overseas. £1025.” Orig. Condit. The most overworked word in used car advertisements today is “original” often shortened to “orig.” A few variations in Saturday’s advertisements were: “Very orig. paint; excellent, very orig. condition: most excellent orig. condit." An easy second is the word “immaculate” although “condition” runs it close, with “showroom” a close fourth . . . “immac. showroom Condition.” “Condit. as new.” The lack of variety in the car dealers’ description of cars for sale may be, in some part, accounted for by the lack of variety in makes of car they have for sale because of import restrictions. Their fondness for abbreviations could have an economic basis in relation to the selling of newspaper advertising on a space basis.

The initials used may puzzle readers of old newspapers in 2001 A.D. when cars that fly will have solved traffic and town-planning problems—-

0.n.0. (or near offer); w.o.f (warrant of fitness) a.i.w.i (as is, where is). A “1929 Plymouth, 4-dr. sedan. Kerbside sitter.” advertised last Saturday may puzzle many readers of today. Age Difference The ideal used car obviously differs in age groups— a youth preferring a “Hot rod VB. Every gadget, £lOO dep.” A young man about town could prefer this car advertised in an English magazine: “Goes like the clappers . . . Handles like a pig. XKI4O F/H coupe. Engine o’hauled last year. Restyled interior. Pristine appearance, radio, many other extras. Not a car for the timid. Extra pair of trousers supplied upon sale. £280.” However, the ideal advertisement for the ideal used car that the writer, a family man would like, would read as follows:

“Sludgemobile; 1967 model; very excellent condit. Unmarked, practically unused; just run in: comfortable as RR; w.0.f.; will outpace E-type Jag.; 75 m.p.g.; o.h.c, V/16, 30,000 c.c., f.w.d., i.r.s., disc bks.; pwr. strg., hard and soft tops, all-wave, self-seeking radio; custom heater; greenwall tyres, well shod; dickey seats. A snip. Highly confidential, very easy terms; £5l 17s lid or v. 1.0.”

(v. 1.0. stands for very low offer.)