Lower Prices Aid Buyer and Maker of AutomobilefDirect . to - Consumer Reduc-

tions Promise StahilizcdjConditions for Industry,;N.A.CC.Manager Believes

Better Service Assured!Motor Vehicle Production of1,680,000 Due to Clean-tng Out High Inventories

By Alfred Reevesdtntral Manager National Automo-

bxte Chamber of CommerceBec.ute .utomobile manufacturers.duced prices directly to the l'malconsnmer, instead of lowering them tothe wholesaler and Tetailer, the au'o-

mobile business fared very much bet¬ter during 1921 than was generally ex¬

peeted, «nd better than many othei'.ines of manufacture.The increasing need for highway

.unsportation, coupled with price re¬

ductions in tires, gasoline and otherthinjs entcring into car mamtenance,perraitted a production of about 1,680,-000 motor vehicles, or only 24 per cent!e$s than the 2.205.000 in the recordyear of 1920. Of these 145.000 werofrucks and about 1,635,000 passenger

Slow General Business AffectsThe decrease in truck production was

proportionately greater than in pas*»nger cars because of the falling offin the demand for transportation thatcame in the decrease of general busi¬ness, a development that affected therailroad. to an equal degree.These reduced prices have* not been

without sobstantial losses to the manu¬facturers and the 33.000 motor cardealers, but it was dcemed worth whilebecause, with final price adjustmentsabout completed, the industry enters1S22 with high prices and inventoriesliquidated, labor more efficient, finance;adjusted and deflnite and economicalproduction programs under way. Thoadjustment= have been drastic, withcomparativoly few motor companiesshowing any protit for tho past year.but in the opinion of economists andbankers the action taken will mako forimuch healthicr situation during 1922.This year the export market is ex¬

peeted to broaden, and with betteri-ighway: and general business condi-tions the industry should continue itsiteadv growth a growth which, inci-dentally. begai! in 1899, when 3,700 motor car- were produced. The ]i'>^ ibili-ties of the world markets are besfi-hown by the fact thai in 1920 morethan 170,700 motor vehicles wero ox-

ported to 114 different countries.The 1921 registration figures show

a little more than 10.000.000 our- and?rucks. which mean replacements ofprobably 1.400.000 vehicles this year.Thp keen competition for thi e re¬

placements ard the other potential.r.arkets will bring out better cars andbetter values than ever before.

Most Serve 10,000,000 OwnersA big job for the industrv now is to

:;eep these 10.000.000 motbr vehiclesproperly eerviced, and it is safc to saythat consumer satisfaction is ;ro':ng tobe a prime factor in the success of any(.ompany this year.The l,680,00ii who purchased new

motor vehicles this year have receivedtbe benefits of the post-war readj islraent in prices and improvement in«mice. Wholesale price curves havebeen fallir.tr generally, but in manybusinesses the retailer has yet to takeHis loss. ln the automobile industry,however, the reductions have all beennadedirect to the consumer. It is tiprompt liquidation policy which givespromise of an rarly recovery in theautomobile tradc when general busi¬ness recovers. Dealers and manufact¬urers do not look to see any larger out-put in 192'J than in 1921, unless world,conditions takr a rapid change for lhebetter. Wc cannot go far ahead of tho

Cole Aero Eight Model 890 Tourster

.general prosperity curve, but we canlny and are layiug a basis to get ourfull share of the better times whenthey arrive.

It will !>e n hard voar for new com¬panies making either cars or trucks.-.(i.OOO Hakors Need AutomobilesThe inventory of customers si.ow^for instance. that tiie industry hasdone rclatively little in the ]jne .foccupational selling. The cash reg-ister and adding machine companiesanalyze businesses and show wheretheir machines.can bc proiitnhlo The

same ca-: be dono for motor transpor¬tation. lhe automobile industry isjust beginning lo realize, for instancethat there are in the countrv:26,000 retail bakers.1J.;S boarding schools.46,000 insurance agents150,000 doctors,'I he retail bakcr requi res ;< paibody truck. Thc boarding school needs

a "suburban" motor car or bus.' Theinsurancc agent and the doetor shouldhave roadsters or small inclosed cars.b>ach of there and other occupatiompresent n sales field requiring specialstudy. Thc outlook is promisintj bothfo,- dealer and maker, Localiy thedealer can work for occupational sales.Nationally the manufacturer. can takethe experience of one territory andpass it on to another. If a preparatoryschool Oklahoma. buys a "depotwagon" car, this wil! he a strong pointfor a sale to a similar institution inGeorgia.

Must Sell Used ( ars, TooThc industry i,-- also becoming in-

creasing > awi rc of thc fact that itmust -eli used cars as well as now

cars. Thc liabit of large sections ofthe American public of getting a newmotor car every two or three yearshas developed :i huge business intraded-in cars, which still have plentyof service left in them.Used cars unfortunately have been

bad!;- merchandised, and 1922 will bedevoled lo correcting a number ofmistakes and buifSing new policies inthat sales field.The customer has been a sufTercr be-

c;:us" used carS sometimes have notbeen properly rebuilt or buvo frequent-ly been misropresented when sold "asis.'' (>r, the other band. the conpumerhas received far more than the. resalevalue in iii>iny instanccs when tradingin a used car.

Tiie future will probably see dealerand customer getting together andforming appraisal bureaus whcrc an

impartial judge will pass on thc valuoof the used automobile. Better mechani-cal attention will i>' given thc usedvehicles put on sale, and there will bemore considcration shown to customers"f this part of ihe bu ino^s.

Farmer a Future IleservcThc farmer, who is normally the

largest customer of the automobile

lry._ w,u eventually be a strongbuying factor again. Tho unusualvalues now offered in most Iines ofautomobilos aro bringing i. so, of»"B trade, bul in the main he mustbe cons.dercd aa a back-log for futurem rather than an immediate pros-Pect- I'ann products havo been the""t to take; thc post-war deflation, anduntil the. other products besides auto¬mobilos have come down in price cor-respondingly he will not be in themarket.Thc fact that $1,000,000,000 is avail-ablc for road construction, that cityplanmng is making automobile use incities more feasible, that cost of oper-iation studies are making for more

economy.all of these things promise:greater serviccabillty and consequcntlyjrreater sales for motor cars and motortrucks.1922 will sre the sales departmentsput m order. lt will see new meth¬ods and policics developed, companiesand individuals tested. It will lay the

bed-rock for a strong growing businessin the years to come.

Two Lafayettes MakingDebul at This Show

They Are Inclosed Models, Onoa Sedan for Seven and theOther a Coupe for Four

The 10'Jl' show serves as a coming-out party for two new inclosed modelsthat carry_ Lafayette medallions ontheir radiators. a scven-passengersedan and a new coupe for four, Tlielarger car is a sedan of thc vestibulelypc, readily converted from a two-compartment, chauffeur-driven car to aone-compartment and more informalvehiele by lowering the glas.= partitioninto the back of the front seat. Thesedan shown at the Grand Central Pal-ace has a black upper body, with thclower body. wheels und chassis finished

THE New Series of the good Maxwell producesa kind of performance that is a pure delight

to the experienced owner and the novice alike.

The Iight, speciaily-made pistons, the perfectlybalanced crankshaft, not only increase motor

smoothness, power and flexibility, but reducevibration to the vanishing point, lengthen themotor's life and hold down repairs.Such satisfactpry results are the direct outcome

, of the skilied engineering and the sound manu-facturing which builds the good Maxwell.

TbudngCar.$885 Roadster, $885 Sedarf $1485 Coupe, $1385^JC <J» 2J. factory, war tax to be added

Exhibtted at the Automobile Show.Space A 9

Maxwell-Chalmers Distributing Corporation1808 Broadway at 59th Street Telephone Circle 5550

Bronx Branch:175th Street and Grand Concourse Telephone Tremont 4914

»U rrhe Good,

jn deep Xapier green, with silver strip-The now coupe for 1922 is known as

thc "touring type." tt is well adaptedto touring, with a trunk-enrrving corn-partmenf on the after-deck which willaccommodale enough luggage for along trip. Tho body is slightly longeithan the usua! style ()f coupe, withfour doors. plenty of log room frontand rear. and the low effect so pro-nounced in custom-built cars. A wcath-er-tight vent.ilator in thc roof supple-ments the reguiar cowl ventilator,while a hooded vizor for the windshieldr.dds a touch of practical smartness tothe car.

Handley BelievesBusiness Outlook

Very PromisingIndustry Put on a Firmer

Footing by Violent Com-pctition of Past Year.the Manufacturer Hold.s

James I. Handley, a pioneer in thcautomotivn field, believes the businessoutlook for 192'J wns never morepromising."Thc motor car industry has iust

emerged from another of those pc-riod-ical 'leavening-out processes.' duringw.;ich or.Vy those cars aurvivo thntdeserve to survive," says Mr. Handley..Tbe critical period through which wehave passed has only served to showhow indispensablc the. automobile isto the American family. It is nolonger a mystery, sold to a chant ofhoneyed words and in a grand operasetting. Automobiles are bought andsold like every other form of trans¬portation.on the luxury and comfortthey will bring and the endurance andperformance they will deliver."The industry has actually been put

on a firrjor footing by violent com-petition, as this competition has meantthat cars had to be eold on their merit.and nothing else."Motor car buying to-day is a mat¬

ter of cvolution. The small car buyerof to-day is the large car buyer of to-morrow. Step by step the car ownerprogresses until he linally reaches thatstage where he can afford to gratifyhis taste for his 'dream car,' the carhe has alway.i hopod to own, but whichhas always been beyond his rcach.But eventually thp dny comes whenthis 'dream car' is within reach, andhis choice f.ills on ono of America'sline cars."The production of 'fine cars has

bcen on the increase for a long time,which shows the trend of the public'sbuying. We tind material evidence ofthis demand because of thc steady in-creascs we have had to make it our ownproduction. 'Fine cars' are in thelong run the aoundest kind of economy.Because they are constructed as care-

An H. C. S. Sedan

fully and conscientiously ar. r. battle-ship they givu a degrce of .service andlong life that make for true economy."

Stratton-Bliss (iivrsMaintenance Poiutcrs

Stratton-Bliss Company, 100 WestSixty-fourth Street. local Dodge Broth-ers dealers, aro sending a monthly"Maintenance Suggestion" card to theirowners and other interested persons,giving tho following suggestion: andprecautions for winter driving:"You will g«t more service from yourcar during the coming wintrr months,and have more pleasure in driving, it'you will^ follow these suirKe.-tiun*.

"1. Before cold weather ,~ots in haveyour carburetor adjustcd. Afterward,keep the carburetor cold air shuttevclosed.

"2. A rich mixture of gas is neces¬sary to start thc enjeine easily in coldweather.so pull out the dash control,and leave it out. until the engine warmsup. Perhaps you may hav. to primethe cylinders with a little gasoline.Keep the spark fully retarded, and be¬fore pressing the starting pedul downalways disengagc thc duteh.

.';!. ln zero weather :'iil .-our radiatorwith a mixture oi' three-fourths waterand one-fourth denatured alcohol. Thisis the best mixture. to avoid freczing,and other "a'nti-freezing solutions"should be avoided. lt is necessary tokeop replenishing the alcohol, whichevaporates rapidly.

"4. A weak battery freezes easily.

Avoid this trouble by keeping if fullycharged. Don't waste power. Te tyour batteries regularly with a hy-drometer.

"5. Be caroful not fo allow wat.-r tocollect in tho carburetor, the casolmo,or the oil. It will freeze and causetrouble. Cover tbe left-hand side ol"the radiator. It will protcct the car¬buretor and keop the engine warm.Use tire chains and drive safely overicy roads."

Suit Yoiirself on NameOf Marmon 7-Passenffer

You Can Call iliia Car a Sedanor a Limousine, for It

Is BothA seven-passenger sedan or a limou¬

sine, whatever your whim may be. isthe quality in the Marmon seven-passenger suburban that catches the eye,In every respect, save one, the seven-passenger sedan and the suburban arealike. In lhe suburban. however, thereis a glass partition al the baek of there seat. This may be raisod or |ow-ered easily by means of a windowregulator. When the window is low-ered ii-.:- car becomes a sedan. Whciiit is raised, thc two front and rearcompartments are completely separatedand Lhe car becomes a limousinc.A dictaphone, similar to that used in

tho limousine, is, placed in tho frontcompartment to facililate communica-tion when the window i- raised.

TraiiscoiUmenlalThrough KckhI\ Reality by 1925

American tutomobile V. o-

ciation Aiding in Spr«-<«-iiiK l'p Plans for GrcalCoast-to-Coast Highway

1 n order 1 o make pos glei rupted ransi trip b>automobile he America \ .¦ mobihAsso iat ion is co pi ni in a pr<>gram For thcunfini *hed sectioi isway. lt is hoped to ni i < >ai |.coast morr.i.ii ; > y.** round .¦>_.»/.bility, The ederal povernithrough the Bun iu o Puband the states of Virgin a, Tenne9 iArkansas, Oklahoma, Pexas, Now Mexice. Arizor a and Califtheir road dcparl menl ai e n >vgaged in the elei of 1direct, feasible routi m Waton, D. < .. t,, an Diej \, (Alreadj he route 1 dectcd

from Wash ingtoi il ¦-¦'.'agonal d( ivn the ya!and Tei iu. throughtol and Kno: to CInexl tep to itChatta riooga i DiThe new highwa .-

ol lhe Southern '. n, Roi rtLee, Each statand incorporate to the teihighway systemunder the new 1 toad ac!Aecording te Dr. S. M. J

rector gem ral oi he Lee fi -; \sociation, it' '¦'¦¦ I ran scont road. tl bnext three It will bo «

highway, throagupicture q .¦

Cardwa\ Transfers Oflicc*Frcd Cardway, ...

pn 3ident and gi of thePa. kard Motor tiou, oneof the mosl succe iful piAmerican export* ransfi r of 1Pacific Bui

The NewSeries 22

f. o. b. Dctroit

In the New Models Studebaker AgainEstablishes Its Right to Leadership!1921 is past. It was a Studebaker year. 1922looms ahead.uncertain in most things, butas certain in one as tomorrow's sunrise. Itwill be a Studebaker year.

.

For the new models continue the intrinsicvalues that made 1921 a Studebaker year,PLUS the refinements suggested by anotheryear of fine motor car building.Beautiful new bodies have been designedand built complete by Studebaker.

Refinements have been made in equipmentfeatures that add to the eomfort and theconvenience of driver and passenger.Refinements have been made in mechanicaldetails that make driving easier and theshifting of gears an operation as silent asit is simple.We arc certain that the new models willmaintain Studebaker leadership.We KNOWthat you will be interested in them. Weurge you to see them at the AutomobileShow this week

Look for These Features in ihe New Special-Six at the Show50-H. P., 3V_x3-inch motor with detachable head

Intermediate transmissionIinprovcd clutch makes the shifting of gears unusually quiet and eas?

119-inch wheclbasc Five passenger capacityNew body, of unusual roominess; built complete by Rtudebnker; finislied in a deep,rich blue with refinements which make it even more beautiful than last year's model

Cowl yentilator eontrolled from dash Genuine leather upbolstery Large bcveled platc glass window in rcar of finely tailored topInstruments. including 8-day clock, attractively grouped on dash Convenicnt tonneau extension Iight

Boilt-in thief-proofYale transmission lock, ignition lock and lock on tool compart.ment in left front door. operated with same keyParking lights in lower corners of one-piece, rain-proof windahield Windshield wiper 32x4-inch cord tires

The Studebaker Corporation of America1700 Broadway, Manhattan 1469 fcedford Ave., Brooklyn

' $

fc=

vTHIS IS A STUDEBAKER YEAR