Indianapolis Times, Indianapolis, Marion County, 19 November 1938 — Page 22
anew listed as an
BODY IES BROUGHT JUT BY GRAHAM
ices Reduced, Litzelman And. Morrison Announce As Show Opens.
Graham enters the ‘1939 exhibit reduced prices, two additional dy types and further refinements ‘its design, it was announced to-:
Prices. have 'been slashed more $100 on the four-door trunk an, said the statement by O. J. an and F. C. Morrison, heads the Litzelman & Morrison Co., Graham distrib utors. The sedan now delivers at the factory for $965 fully equipped. The new
body types are a
two-door sedan and a combination coupe, eac carrying a $940 factory delivered price. 1 ; To these basic n 20-inch wheelMr. Litzelman base cars, which re called special models, may be “added either a supercharger _&quipment group, a custom equip“ment group, or both. Thus Graham onl yone series of cars in its : 939 line, but by the equipment ~~ group method of handling additional mechanical items the purchaser is given a choice between the differently powered or equipped cars in ree body styles. equipment
‘The special odels have 90“horsepower engines, and equip“ment includes
items as
. + windshield ar arr vipers, right and MI Morrison
ft arm rests front and rear, two “assist straps in rear, ash irays front
super- ; harger adds 26- a to the ial, making it 116-horsepower.
pder head, dual exhaust manifold, dual muffler system, special exaust valves, larger radiator core d battery, bigger tires and a kick1ackle added to the variable ratio and lever steering system. In the custom equipment group a finer grade of upholstery, eom--type cushion springs, front floor cars flexible chrome spoke steeri ing wheel with horn ring, electric S + clock, chrome wheel rings, special "‘clistom bumpers ahd guards, cigar _ lighter, 1000-mile trip speedometer, ear window curtain and other
a Externally, the 1939 Graham pre-
sents few changes from the successul design introduced last year. cipal difference is the eliminaon of running beards, which are essory.: Howthe combination innovation for
ever, the design of . coupe presents an ; this bony" type. | type.
ACCESSORIES ALSO ON AN UP MARKET
Trial Balloons [Are Lauded By A. C. President,
sk
A bombardment f trial balloons 7 the form of improvements . for the 1939 automobiles was unloosed during the last year by the automotive equipment, industry with
~~ more successful efféct than in many
years, L. .Clifford | Goad, president or AC Spark Plug Co. said today. . “As a result of this, equipment + and accessories. on{ the’ new cars \ show an advance in both scope and - % jngenuity, comparing most favorably with those of other outstandip. years,” he pointed out. “Foremost among the improve{ments in which the equipment comes participated were develop4 ments related to length of life of the automobile, greater accessibility d- simplicity in car maintenance and quality of materials and design. #While it is interesting to observe iHat much has been previously done fo insure longer life in the modern engine, strenuous efforts during the year have beéen made by the engineers to contripute still further in ‘this direction. “As an instance, there has been other activities, intensive research on lubricati oil filters,
ling, ignition, | hearings, and of pig dust from
tering thre en . This research ae contributed im]
rtantly to. that ¥ the outstanding development ‘work of the ehgineers of the autoile manufacturers in creating ‘the 1939 models| a new standard of quality and effitiency.”
DETACHABLE LICENSE PLATE IS IS PATENTED
‘Recently patentet w was a license ate holder that is attached to the pamper. As soon as the bumper hits aything, the license plate is deed and falls to the ground, thus g a definite means of identify- ‘@ hit-and-run driver.
KNUDSEN CALLS PROSPECT 600D
'’39 to Be Progressively Better, Prediction of, Motor Chief.
William S. Knudsén, president of General Motors, today issued the following statement: “We, in General Motors, welcome the improvement in general business and are grateful for the splendid reception of the 1939 products. We believe definitely that the improvement in business will be progressive in 1936 ,and that it will be possible to reduce unemployment materially. “With the co-operation of Government, labor and business toward the common object of minimizing unemployment, and: to get production and consumption into normal channels, we can well afford to bury past differences and take full advantage of the natural wealth of our soil. “It is our object for 1939 to do our work well and improve the quality and cost position of our products. By so doing we can help to overcome in a practical way the nationalistic tendencies which today govern a large part of the world. “A good part of the world’s progress during the last 20 years has been due to the energy and enterprise of American’ industry. Let us set out to recapture our markets with better goods at lower prices.”
REPLACEMENTS SEEN AS SPUR TO BUYING
Conditions inherent in the automobile industry point toward a general increase in motor car sales for the 1939 sales period. The conditions are basic and, in many important aspects, are not. controlled by other movements within the national economic cycle, according to W. C. Cowling, vice president of Willys-Overland Motors, Inc. An immediate market for the new cars to be built during the coming months is the replacement field. During the past year replacement of older cars has not approached the average for the past five years in volume,” he said.
| Major mechanical improvements in the two Chevrolet series, the Master De Luxe and the Master 85, are the new vacuum gearshift with steering column control, optional on both series at nominal extra cost, and the new perfected knee- action riding system on the Master De Luxe.
Favorable Factors in Trade = Noted by Buick’s President
“It has been a good many years since the automobile industiy launched a new model season under such favorable circumstances as
those prevailing gt present,” said Harlow H. Curtice, president of Buick,
today.
“Economists etiorally are of the opinion that 1939 will see marked
recovery in all lines of business.
The extent of that recovery and the
speed of the upswing appears to be less definite in the minds of business students. This reveals a creditable tendency to be ‘safe,’ ‘to avoid holding out false hopes to the businessman, the farmer, the manufacturer, the merchant and the wage earner, all of whom will benefit with improvement in the national economy. “In this sense, the general appraisal of the immediate future of American business can reasonably be said to be somewhat below what actually : may happen. ‘Minimums’ have been established to the extent to which recovery may go and there is, of course, good reason io believe that these minimums will be exceeded, A Long Range Gauge
“In the automobile business we attempt to gauge the long range automobile market. Automobile production usually is scheduled over a three months’ period and commitments to suppliers of materials, such as the steel and rubber industries, are made on this basis. Under more sensitive markets, changes in assembly schedule either up or down sometimes are more frequent, fitting production as closely as possible to retail demand. “It .is an interesting observation that most of these production revisions during the last five years, with the exception of the first six months of 1938, have been upward. The industry’s long range estimate of its market has almost without exception been conservatively short of the mark. “Thus a basis 'of manufacturing operations is laid, below which actual operations, notwithstanding the sensitivity of the market, usually do not go. This permits the automobile industry to effect the greatest possible ‘leveling’ of its program, within the limits of the seasonal nature of its business, with resultant steadying of. employment. “The industry currently is entering another new model season fa-
vored on every hand by indications
of further upturn. Business generally has swept forward since mid-
year, with leading industries regis-
Shows Offer Comparison of Values, Says Chrysler Executive
Automobile shows epitomize the thoroughness with which automobile
manufacturers, their sales srganizations and dealers seek ‘to anticipate and satisfy every need and convenience of their millions of customers,
according to A. vanDerZee, vice president of Chrysler Corp.
“Is there another industry,” he said, “that goes to such lengths to offer each year constantly improved products at prices representing ever increasing values; that provides such easily accessible facilities for the quick, efficient and economical servicing of its products after sale and. which makes it so convenient for prospective owrers to see ‘its wares, to check and compare values and to buy them? “This last-named function is, oi course, the essential purpose of the annual aufomobile shows. That it is an important purpose, and a service that the public feels a need for and appreciates, is attested by the many hundreds of thousands who each year attend these displays. “The public assists in defraying some proportion of the cost of these shows by paying for the priviiege and convenience of seeing exhibitors’ products assembled together under one’ roof where they may the more easily inspect, compare and buy—with full information facilities
Prediction that Lincoln-Zephyr will show a 50 per cent sales gain over 1938 was made today by A. S. Hatch, in. charge of Lincoln and Lincoln-Zephyr sales.
“While this is ' more’ optimistic than predictions for the industry as a whole, it seems justified on the basis of the reception given the 1939 Lincoln-Zephyr thus far,” Mr. Hatch declared. “Now that all the 1939 cars have been introduced, members of the Ford organization feel justly proud to see that a Ford product, the Lincoln-Zephyr V-12, was the car which set the style trend generally adopted by the industry for 1939.
“In 1935 some persons thought the design of the Lincoln-Zephyr was an
at hand to insure an intelligent and reasoned selection.
“Thus within a couple of hours :
the prospective car buyer can see, hear and learn just as much as he wishes to absorb regarding the
new models of the various makes of |.
cars, whereas if these annual displays were not presented it would take several days to accomplish an equally complete inspection of the market. “Those who attend this year’s automobile shows will, I have no doubt, agree that the 1939 models represent once more important advances in design, equipment and general efficiency. They are better cars—better in all respects; more beautiful, more comfortable, easier to handle, more economical to operate. In short—considering their additional advantages and the prices at which they are available-—they
represent, too, once more, - greater|
values than ever before.”
Lincoln Executive Predicts
: 50 Per Cent Gain 1n Sales
advanced departure from the conventional style of ‘other cars of that year. However,. we believed, from thousands of favorable ‘comments on ‘The Car of the Future’ previously displayed at the Century .of Progress, that the Lincoln-Zephyr would become the style leader. “When new designs are both sound in principle and graceful in execution the public has always accepted them with enthusiasm. It is this progressive attitude of the American public which has encouraged manufacturers to blaze new courses and risk large sums of money. That was the case with the Lincoln-Zephyr in 1935, and its prompt acceptance by the public established it as the originator of the current 1939. mode.”
tering harp gains. In many cases new highs for the year have been established during the fourth quarter. “The uptrend has heen sharp. and the basic causes underlying it pronounced. It was early recognized by the automobile industry, which swung more quickly into the production of its new models in order to keep dealers supplied with cars to sell. “Since then, Europe successfully passed a war crisis, removing one of the most potent barriers to further business progress in: America, and materially restoring confidence that the upswing would continue. “Basically, the groundwork has been laid. for a broad recovery movement. Inventories have been depleted, consumption has run far ahead of production in most lines and income paid out is at a rate sufficient to support production at much higher levels than have prevailed during the last year.”
BELLWETHER OF ‘ECONOMIC LIF
Business Cited by D. S. Eddins.
Growing sPliraciation of the ‘auto |
industry’s importance -in the nation’s economic life naturally causes greater interest in the annual automobile show, according to D. S.
‘ | Eddins, president of Plymouth Mo-
tor Corp. “More and ‘more people are hecoming conscious that prospects of better business for the auto ‘industry are a sure sign of better conditions generally throughout the country, because of the bigger stream of wages released from coast to coast,” he said. “This is more apparent every year, while the automotive industry outstrips all others in annual value of its products, in wages generated for ‘its 6,000,000 direct and indirect employees and in its purchasing
power for the products of the 48} |
states. “As a producer. of national wealth, expert estimates: attribute 141; per cent of the nation’s present income to “automobiles. Even the richest gold field in the world never pro-
duced in its lifetime-anywhere near
the equivalent. of the billions in wages created by the auto industry since 1900. “The richest gold field—that of South Africa—so far has produced a total value in gold of approximately seven billions of dollars. Compare this with the 17 billions paid out in wages alone since 1900 to the men who built the automobiles and made the glass, steel and rubber that went into them. “The effects of this on the public’s purchasing power are self-evi-dent. In 1900, only one nonfarm family in 10 owned a horse and bugg he other nine couldn't afford to—nor did they have enough surplus buying power to afford even the lowest price car of today, even if it had existed. Today, it is estimated that one out of every 1.2 nonfarm families owns an automobile. . “That added wealth did not come
Ts Seen by ‘Hudson Head
In the considered obinioiis of critical observers, ' ‘both
within ‘and outside the auto- | motive industry, the 1939 season will see a decided upswing’ | in motor car sales, Vice Presi- | dent William R. Tracy of | Hudson, said today: “Taking Hudson as a guide, | it may be fairly said that we . have seldom seen greater consumer interest in our new line than has been shown this year. Reports from the major automobile shows already in=dicate that the public is favorably impressed with the many new features we have - introduced. in the three new Hudsons for 1939. The new “airfoam ride” with “autopoise control,” in: particular is creating comment , . . so much so that we feel confident that Hudson has" again established an industry trend toward greater riding comfort with new sureness of car con= trol,” he explained. * . “Two. important. factors may be given credit for the current optimism in ‘the industry. One is the pronounced improvement in general busi-. | ness conditions. The second is obviously greater value offered by almost all gompanies this year.”
from the natural products consumed in building the motor car. Statisticians: figure that those materials, in their rawest stage like iron ore, coal and cotton, are worth .somewhere . about $35. All the rest is man-made value. “First increase invalue of the 1 raw materials provided by: nature comes when labor, management and capital -work together to process these raw materials into the finished materials from which the modern motor (car is built. For example, the
average new Plymouth car requires, |
among other materials, the following: : | “A little more than a ton of steel; 18 sq. ft. of safety glass; 33 lbs. of copper and brass; 27 1bs. of lead; 2 Ibs. of tin; 144 lbs. of cast pig iron; 110 1bs. of rubber, including tires; 13 s@. yds. of upholstery fabric; 2% gals. of paint.”
FOUR COMPLETE LINES FOR 1939
.|Super-Eight Completely New
Car, W. A. B. Hanchett ~ Declares.
Four complete lines of cars are being offered by Packard for 1939, it was announced today by W. A. B. Hanchett, president of Packard Indianapolis, Inc. One line is completely new and gives Packard a new price class, balancing its product with a market extending from just above the low-
in body details and En both
from the standpoint of comfort and
appearance.” The Six, 120 and Super ‘Eight ar®
fitted with a new system for shift-
ing gears. Changes from one speed
‘to another are made with a small
lever located on the steering-column just ‘under the steering, wheel.
REFLECTORS LIGHT '
MICHIGAN HIGHWAYS
The State of Michigan has a new system of highway lighting. The
system consists of a series of re
flectors mounted on 30-inch stanche ions spaced 100 feet apart. The ree flectors pick up the light from the headlights of the approaching car
and deflect’ it upon. the surface of the road.
| Eight is ‘a com-
est price to the top Agures. “There are the : Six, the 120, also known as the Packard Eight, the Super Eight and the Twelve,”
“The Super
pletely new car, replacing the larger and heavier Super Eight RR of 1938. It has : the same fine Mr. Hanchets . car luxury and big car comfort of its predecessor, yet it is shorter and considerably lighter. Equipped with the big straight eight motor used in the Super Eight line for 1938, which has been improved in many respects for the new car, the new Super Eight has gained much in performance and should have:even longer life.” Reduction in price, running from $700 to $1500, coupled with the many improvements in the car itself, will, Mr. Hanchett believes, result in a greatly broadened market for the new Super Eight line. “True to Packard's tradition, maintained since 1904, the wellknown hood and radiator lines of all the 1939 cars have the characteristically Packard appearance,” he declared. “Down through the years the ‘life lines’- of radiator and bonnet, have established the grace of Packard design.” “Mechanical improvements on all
Just ‘Best Wishes — Now
What the ‘heck—we know that with’ your brand-new car you're not interested now in tire service . . . spark plugs « «+ fan belts . . , in any of the time-tested, dependable products we make. So right now all we aim to do is offer our congratulations and best’ wishes. . . . And this bit of advice—as time goes on, Bowes “Seal Fast” Products plus the services of a reliable service stetion man Will help you get more out of your new car. $
® Eh In every neighborhood the owes si g n identifies autaq servicemen you can depend on.. Also safe tire service .and better auto prog: ucts, ®
This
Year
lymouth
BIGGEST PLYMOUTH ever built o ...with New “Functional Design,’ Perfected Remote Control Shifting, New Amiola Steel Coil Springs, New High-Torque Engine Performance!
HR
PLYMOUTH PR
oven lower than
ICES are last vear.
After seeing what Plymouth of-
s In added value, it’s hard to
believe the prices could be down!
L
YOU SEE FINER QUALITY IN EVERY "SINGLE DETAIL
Gi PLYMOUTH’S YEAR! Everywhere people are talking about the thrilling new performance, new beauty and comfort of this great car!
There’s an unbelievably smooth, relaxed ride in Plymouth’s new. Amola Steel Coil Springs and famous Floating Power engine mountings.
There’s new ease and safety with Plymouth’s time-proven, doubleaction hydraulic brakes, new TrueSteady steering, new"“Safety Signal” Speedometer. Streamlined safety
headlamps give greater road
ing. New thrills and economy, both —in Plymouth’s’new High-Torque
engine performance.
And it’s easy to own... your present car will probably represent a large proportion of Plymouth’s low delivered price...balance in surprisingly low monthly instalments.
light-
“SO BEAUTIFUL YOU WON'T BELIEVE IT’S A LOW-PRICED CAR!”
“THE NEW 1939 PLYMOUTH “ROADKING Two-Door Touring Sedan. ..with completely rust-proofed Safety- Steel body. See it today! :
“Detroit delivered prices” include front and rear bumpers, Bumper and tube, foot control for headlight beam with indicator on ins
guards, spare wheel, tire ment panel, ash-ay in feet). Plymouth **
| N\ A
front and rear, sun visor, safety glass and big trunk space (19.6 cu king’ models start at $645; *‘De Luxe’® models are slightly higher. Prices include all f 1 taxes. Transportation and state, local taxes, if any, not included, See your. Plymouth dealer I iacal delivered prices. PLYMOUTH DIVISION OF CHRYSLER CORPORATION, Detroit, Mich.
* TUNE IN MAJOR BOWES’ AMATEUR HOUR, COLUMBIA NETWORK, THURS. 9 T0 10P. ME. S.T. :
STANDARD EQUIPMENT on “De Luxe’’at no extra cost—Perfected Remote Control Shifting with Auto-Mesh Transt mission. Marvelous ease in shifting.
PLYMOUTH GREAT C.
EASY TO BUY
CONVENIENT TERMS
// FIRE - AUTOMOBILE + INLAND MARINE
INSURANCE
GRAIN DEALERS MUTUAL AGENCY, Inc. 1740 NOXTH MERIDIAN ST. HARRISON 3000
NEW “ROADKING” NEW “DELUXE”