GET OUT AND GET UNDER

Sun (Auckland), Volume 1, Issue 91, 8 July 1927, Page 22 (Supplement)

GET OUT AND GET UNDER

THOSE DAYS NOW PAST PERFORMANCE SELLS NOW In the early days of the automobile era the buyer was principally concerned as to whether his intended purchase would actually run. There were many merry quips and jests concerning the fallibility of motors and the erudite Irving Berlin capitalised the public's attitude by inditing his well remembered ’’Get Out and Get Under,” which had to do with the trials of a motorist who constantly found it necessary to perform roadside repairs on his engine.

Then the motor situation became of secondary importance to the factor of

appearance. As we look back on the era of fancy bodies, ornate windshields, fantastic hoods and the hundred and one innovations that were introduced, our risibilities are aroused. But from all the nightmares of design emerged the present well recognised standards of bodies. The ingenious body builders have incorporated practically every convenience in the bodies of to-day and in addition have, for the most part, achieved a pleasing appearance that is at once acceptable to the customer. PERFORMANCE NOW CHIEF FACTOR Now, however, the public is reverting to the early days and making motor performance the basis of sales. That this is true is illustrated by the phenomenal success of new motor-cars introduced within the last two years, and merchandised upon their marvellous acceleration. One by one the leading automobile manufacturers nave focussed the buyers’ attention upon the remarkable flexibility of power and economy of operation attained through a new four, six or eight cylinder motor. It is the same old story peculiar t'o the development of every new industry. First the novelty of a product in a new industry develops scores of manufacturers and millions of buyers. This condition exists in the radio industry. For several years the hundreds of motor-car manufacturers were concerned chiefly with production to satisfy the demand of waiting purchasers. But just as water seeks its own level so does an industry eventually settle down to a point where with Intrinsic value increased and sales price reduced through production economies a sales equation is created and enjoyed only by the manufacturers of superior products. HOW SALES ARE MADE Everyone is familiar with the natural curiosity in all of us as evidenced by the small boy who takes apart his first watch, steam engine or electrical train just to _e what makes it go. This same psychology is responsible for the intelligence of the motor wise public. The majority of people no longer buy their automobiles from the show-room floors. Instead they make up their minds in advance and then go to the dealer handling the particular car they are convinced will tit their individual transportation requirements. The specifications and relative merits of four cylinder, six cylinder, and eight cylinder motors are of paramount importance to the purchasers of automobiles. Of course opinion changes from time to time. The four cylinder adherents become, in time, strong advocates of six cylindered power, and many of the latter class eventually turn their allegiance to eight cylinder units.

Great as has been the advancement, design and construction of automobile motors up to the present time, during 1927 there have been even more revolutionary improvements which will automatically increase the efficiency and comfort of motor-cars and .'educe the operating cost for the owner. In other words, motor performance is the basis of car sales in 1927.