The El Reno Daily Democrat (El Reno, Okla.), Vol. 36, No. 261, Ed. 1 Monday, November 28, 1927 Page: 2 of 4
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THE EL RENO DAILY DEMOCRAT
MONDAY, NOV. 28, 1927.
THE NEW FORD CAR
' * ' ' i >
announcement of unusual impovtance
to every automobile owner
“N.i
IlNETEEN years ago we made and
sold the first Model T Ford car. In
announcing it to the public we said:
••<VFe will build a motor car for the great
multitude. It will be large enough for the
family, but small enough for the individual
to run and care for. It will be constructed
of the best materials, by the best men to be
hired, after the simplest designs modern
. engineering can devise. But it will be so
low in price that no man making a good
salary will be unable to own one.*
"If I were starting in business today,
or asked to restate my policy, I would
not change one sentence or one word of
that original announcement. In plain,
simple language it gives the reason for
the very existence of the Ford Motor
Company and explains its growth.
IN THE last nineteen years we have
made 15,000,000 Ford cars and added
to the world nearly 300,000,000 mobile
horse-power. Yet I do not consider the
machines which bear my name simply as
machines. I take them as concrete evi-
dence of the working out <;f a theory of
business which I hope is something more
than a theory of business—a theory that
looks toward making this world a better
place in which to live.
"The Model T Ford cn r w as a pioneer.
There was no conscious public need of
motor cars when we first conceived it.
There were few good roads and only
the adventurous few could be induced
to buy an automobile.
The Ford car blazed the way for the
motor industry and started the movement
for good roads. It broke down the bar-
riers of time and distance and helped to
place education within the reach of all.
It gave people more leisure. It helped
people everywhere to do more and better
work in less time and enjoy doing it.
It did a great deal, 1 am sure, to pro-
mote the growth and progress of this
country.
"We are still proud of the record of
the Model T Ford car. If we were not,
we would not have continued to manu-
facture it so long. But 1927 is not 1908.
It is not 1915. It is not even 1926.
If'e have built a new car to meet
modem conditions
"We realize that conditions in this coun-
try have so greatly changed in the last few
years that further refinement in motor car
construction is desirable. So we have
built a new car. To put it simply—we
have built a new and different Ford to
meet new and different conditions.
"We believe the new Ford car, which
will be officially announced on Friday of
this week, is as great an improvement in
motor car building as the Model T Ford
was in 1908.
Smart new low lines am
beautiful colors
"The new Ford is more than a car for the
requirements of today. It goes farther
than that. It anticipates the needs of
1928, of 1929, of 1930.
"The new Ford car is radically differ-
ent from Model T. Yet the basic Ford
principles of economy of production
and quality of product have been retained.
There is nothing quite like the new Ford
anywhere in quality and price.
"The new Ford has exceptional beauty
of line and color because beauty of line
and color has come to be considered, and
I think rightly, a necessity in a motor car
today. Equally important is the mechan-
ical beauty of the engine. Let us not
forget this mecha lical beauty when we
consider the beauty of the new Ford.
The oew Ford has unusual speed for
a low-price car because present-day con-
ditions require unusual speed.
Henry
Ford
"The world moves more quickly than
it used to. There are only so many hours
in the day and there is much to be done.
"Fifty and sixty miles an hour are
desired today where thirty and forty
would have satisfied in 1908. So we are
giving you this new speed.
Quiet and smooth-running
at all speeds
"The new' Ford will ride comfortably at
fifty and sixty miles an hour. It has actu-
ally done sixty-five miles an hour in
road tests. .
"Since modern conditions demaud
more speed, they also demand better
brakes to balance this speed. So we are
giving you four-wheel brakes in the
new Ford.
"The new Ford will be quiet and
smooth-running at all speeds and you
will find it even easier to handle in traffic
than the old Model T Ford.
"The new Ford has durability because
durability is the very heart of motor car
value. The Ford car has always been
know n as a car that w'ill take you there
and bring you back. The new Ford will
not only do that, but it will do it in good
style. You will be proud of the new Ford.
‘This new- Ford car has not been
planned and made in a day. Our engi-
9 neefs began work on it several years ago
and it has been in my mind much longer
than that. We make automobiles quickly
w hen we get in production. But we take
a long time planning them. Nothing can
hurry us in that. We spent twtlve years
in perfecting our former Model T Ford
car before we offered it to the public. It
is not conceivable that we should have
put this new Ford car on th * market until
we were sure that it was mechanically
correct in every detail.
“Every part of it has been tested and re-
tested. There is no guessing as to whether
e i*i7.
it will be a successful model. It has to be;
There is no way it can escape being so,
for it represents the sum total of all we
have learned about motor car building in
the making of 15,000,000 automobiles.
The new Ford will sell at
a low price
"The price of the new Ford is low in
accordance with the established Ford
policy. I hold that it is better to sell a
large number of cars at a reasonably
small margin of profit than to sell a few
cars at a large margin of profit.
"We never forget that people who buy
Ford cars are the people .who helped to
make this business big. It has always
been our policy to share our profits with
our customers. In one year our profits
were so much larger than w«e expected
that we voluntarily returned $50 to each
purchaser of a car. We could never have
done that if this business had been con-
ducted for the sole benefit of stockholders
rather than to render service to the public.
"No other automobile can duplicate
the new Ford car at the Ford price be-
cause no other manufacturer does busi-
ness the way we do.
“JFe make our own steel—we make our
own glass—we mine our own coal—we
make virtually every part used in the Ford
car. But we do not charge a profit on any
of these items or from these operations. We
would not be playing fair with the public
if we did so. Our only business is the auto-
mobile business. Our only profit is on the
automobile we sell.
WE ARE able to sell this new Ford car
at a low price because we have found
new ways to give you greater value with-
out a great increase in our own costs.
We did not set out to make a new car
to sell at such-and-such a figure. We
decided on the kind of car w e wanted to
make and then found ways to produce it
at a low price.
"The new Ford car, as I have said, will
be officially announced on Friday of this
week. In appearance, in performance, in
comfort, in safety, in all that goes to make
a good car, it will bear out everything I
have said here. We consider it our most
important contribution thus far to the
progress of the motor industry, to the
prosperity of the country, and to the daily
welfare of millions of people.”
OR COMPANY
roic, Michigan
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Maher, T. W. The El Reno Daily Democrat (El Reno, Okla.), Vol. 36, No. 261, Ed. 1 Monday, November 28, 1927, newspaper, November 28, 1927; El Reno, Oklahoma. (https://gateway.okhistory.org/ark:/67531/metadc909415/m1/2/: accessed March 29, 2024), The Gateway to Oklahoma History, https://gateway.okhistory.org; crediting Oklahoma Historical Society.