MILLINERS ONLY.

Hawera Star, Volume XLVIII, 8 December 1928, Page 12

MILLINERS ONLY.

MOTOR DEALER’S VIEW. In addressing a recent meeting of the American Society of Automotive .Engineers, a leading motor dealer said: “We are not in the automobile busines any more; we are in the millinery business. Excellence of chassis performance and reputation of the manufacturer count for very little by contrast with upholstery, comfort, I style, fit and finish.” Not until comfort and appearance in bodywork are found satisfactory in a new: car under view for purchase will the prospective buyer think of or talk about mechanical excellence, this agent went on V?. infer, and it must be admitted that there is more than a- substratum of truth in those contentions. However, the ignoring of mechanical,, features and the reputation of the chassis manufacturer is far less prevalent in this country than in America, Nevertheless, it is undoubtedly the fact that passenger comfort and the “millinery” of cars are yearly_becoming more important factors in the decision of local car buyers; though they are still more often deciding factors rather than prime considerations. After all, when there are so many really satisfactory chassis in each class on the market, it is only natural that a high order of comfort, and appearance should be considered essential accompaniments.