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AViNUIL • CINCINNATI 20, OHIO
bETROIT LIMB IfRONICL E
MICHIGAN'S JEWISH HOME PUBLICATION
Section Two
DETROIT, MICHIGAN, FRIDAY, JANUARY 20, 1922
VOL XI. NO. 9
1922 AUTO SHOW WILL BE GREATEST
MAUFACTURERS AND DEALERS PREPARING TO OUT-DO THEMSELVES
NEW BRANDS OF CARS
MAKE BOWS AT SHOW
Prices Range from $475 to $17,000; Many Newcomers
Among Motors to Be Featured.
New brands of motor cars making their bows in the Detroit
Auto Dealers' Association's twenty-first annual Auto Show,
Jan. 21 to 28, in the Morgan & Wright building, Jefferson, at
Bellevue, range in price from $175 to $17,000. Compared to
last year's show this is below the minimum price of any car
exhibited and far exceeds the maximum a year ago.
The lowest priced car among the newcomers is the new
four-cylinder Gray, listing at $475. It is exhibited by the
Charles E. Baker Corporation, Detroit distributor. The car has
some features not found in cars of less than $500 and was one
of the big attractions at New York where it was exhibited in
the Ilotel Commodore. A touring model and a chassis will
be displayed.
Highest in price will be the three Rolls-Royce cars, bearing
$17,000 price tags, which the Thompson Auto Company will
exhibit. The models to be displayed are a town car in cream
color, trimmed in black ; a new enclosed drive five-passenger
cabriolet in blue black ; a seven-passenger limousine in celestial
blue. New mechanical features of the Rolls-Royce include two
flywheels, the forward one being engaged at high speeds to re-
duce vibration, and a brake adjustment, which is installed on
the frame and brakes can be adjusted without getting under
the car.
DECEMBER PROVES BEST I r
MONTH FOR PACKARD '6' L
There are 1,171 employes of the
Cadillac Motor Car Company, De-
troit, who have been with the com-
pany more than five yaers.
This fact was revealed by II. H.
Rice, president Of the company, at the
recent silver and gold medal banquets
which are given each year in Decem-
ber in honor of the men and women
who have completed five and 10 years
of continuous service with ths com-
pany.
Figures given at the last banquets
revealed the fact that 812 employes
had been with the company live years
or more; 283 had been with the com-
pany 10 years or mare, and 79 em-
ployes have been with the company
15 years or more.
Gold medals and rings were given
to 05 employes who had completed 10
years Of service with the company at
the banquet in December, 1021, and
271 silver watch fobs and silver rings
were given to this number of employes
who had completed five years of con-
tinuous service in the past year.
Year after year the Cadillac has
steadily increased its prestige—and
this prestige is in a large measure
due to loyal 'workment familiar with
tasks in which they take a great
pride.
"December, usually one of the slow-
est months for automobile sales,
proved to be the best month we have
had so for for Packard Single Six
deliveries," says II. W. I'eters, gen-
eral manager of Packard-Detroit
branch, "since they were introduced
One I' a year ago."
"We not only held our new car
sales up but did a very good used car
business. While the truck sales con-
tinued light, indications are for an
early spring demand and the truck
prospects are in a very optimistic
frame of mind and are looking for
goad business in the immediate fu-
tu re.
"The fact that Single Six sales
have kept up right through every-
thing, convinces us that there was a
real demand for a "Pride and Owner-
ship" car that operated economically.
Satisfied and enthusiastic owners are
accumulative advertisement that is ir-
resistible.
"Our total business for December
reached $250,000, which is double the
total we had in December, 1920. In
the last four months—September, Oc-
tober, November and December—we
have done a total of $1,280,000 of
lousiness, the best four months the
Detroit branch has had since 1919."
Another new car in Detroit shows is
the new Rickenbacker Six, which will
From its lowly beginnings the Au-
be shown by the Cunningham-Rich- burn has arisen to a point where it
ranks among the leaders.
ards Company, Michigan distributors.
Buick Motor Company, Detroit
This brand of motor car, bearing the branch, and its dealers, will have an
name of Cant. E. V. Rickenbacker, exhibit of the Buick line of four and
president of the company manufac- six cylinder models in open and
turing it, has some new features. Like closed types, and will also show a
the Rolls.Royce it has two flywheels stropped chassis in operation. Due
on the engine.
to changes in prices and new models,
the Buick will be One of the show
Cylinder Aircooler.
Another newcomer is the six-cylin- attractions.
The Cadillac Exhibit.
der air-cooled car which W. J.
Cadillac. Motor Car Company will
Doughty, for 10 years a Detroit dis-
tributor, is manufacturing. It is exhibit its new series 61 in both open
tagged D. A. C. (Detroit Air Cooled) and closed models, and the pioneer
and will sell in the $1,000 class. Its eight-cylinder line will have a new
price tag for the coming show, hav-
ing recently announced a reduction.
The Case six and the II. I'. S. lines
will be exhibited by the Weisman Mo-
tor Sales Company. Leonard 11. Or-
loff Company will exhibit the Chand-
ler line, including the recently an-
nou nced small six which has been ad-
ded by the Cleveland factory.
In addition to its Rolls-Royce cars
the Thompson Auto Company will
show the full line of open and closed
Chalmers and Maxwell cars. The
Maxwell line will be a show feature,
as the factory recently brought out a
new model, with more graceful body
lines than any previous members of
the famous family.
The Detroit Chevrolet branch and
its dealers will exhibit the full line
of this popular priced car, including
some new closed models recently an-
Stuber-Stone & ('o. will
nounced.
show the new model of the Columbia
Six line, which was one of the sen-
sations at the New York .Show. The
Detroit Electric will he exhibited by
the Detroit branch and a full line of
the Detroit-made product will he on
the show floor. Crosstown Corpora-
tion will show two lines of eight cyl-
R. H. WILLIAMS,
inder ears, with open and closed mod-
Secretary D. A. D. A.
els of the Daniels and King families.
Dodge Complete Line.
pow, plant is a "twin three" and
Dodge Brothers will, as in former
the car sets a new minimum price
years, show a complete line of stock
mark in the air-cooled field.
Among the 300 classy motor cars, .models, but the Dodge booth is ex-
pected to be a popular spot in the
which will greet the show visitor on
entering the vast second floor of the show due to the recent announcement
Morgan & Wright building, are the of a pending price reduction, retro-
brands of motor cars which have been active to Jan. 1. Thomas J. Doyle
exhibited almost every year since De- will show the line. In addition to the
troit had an auto show. All types of Cray line the Charles E. Baker Cor-
motor cars from the two-seater road- poration will show the Dort line, ex-
ster to the seven-passenger touring, hibiting all the models of the 17 se-
ries of the Flint factory, for which
and front the modest two-seater coupe
to the lordly seven-passenger limou- the firm is state distributor.
Hugo ITIbrich Motor Company will
sine will be found within the four
show a car which is new to Detroit
walls of the second floor. Mechani-
showgoers, the Durant. The four-
cally the engine types range from the
moderate priced four-cylinder, through cylinder models of the Durant fancily
will be exhibited. This is a Michigan
the sixes, to the multiple cylindered
product, a new factory having been
eights and twelves. Seven .makes
built in Lansing during the year, by
will show eight-cylinder engines, with
W. C. Durant. Another car making
its show debut will he the Earl, from
Jackson, which will be exhibited by
the Earl Motors Corporation, Detroit
distributor. The Earl has replaced
the Briscoe of other years and incor-
porates some new mechanical and
body ideas.
Walter J. Bomb, of the Bemb-Rob-
inson Company, has the largest
amount of exhibition space of any
firm in the show. Ile will show a full
line of the Essex Four, including the
new coach model, and the Hudson
Super-Six models, both of which were
recently reduced in price. The De-
troit-Franklin Company will show a
line of open and closed models of the
pioneer in the air-cooled field. Potts
Motor Sales Company will have a dis-
play of the open and closed models
of the Haynes, the first American au-
tomobile.
Apperson Eisht and Elcar.
The Apperson Eight and the Elcar,
both Indiana products, wlil be dis-
played by the Breed-Speicher Com-
pany, Detroit distributors, in both
open and closed models. A. D. Moore
Motor Car Company, will show two
rn and
lines of lectrics, the Milbu
R. & V. Knight Sales
Rauch &e Lang.
CHARLES W. HATHAWAY,
Director D. A. D. A.
Company will display the Moline, Ill.,
factory's line of sleeve valved engine
cars.
Williams & Hastings, Inc., Hupmo-
bile distributor, with its dealers, will
make an exhibit of the famous four-
cylinder line, which • number of
years completed a tour around the
one manufacturer exhibiting a 12.
The Auburn, • car which started world, when roads in America and
in a modest way in Auburn, Ind. Asiatic countries were almost hnpas-
more than a decade and half ago, will sable.
The Nash-Michigan Company will
be
by away r Wilson.
D. A . D. A. CHIEF
LONG SERVICE MARKS
CADILLAC EMPLOYES
OPTIMISM AUGURS
BUSINESS REVIVAL
By C. D. HASTINGS,
I M
President and G
Hupp Motor Car Corporation
DETROIT AUTO SHOW
ATTAINS MAJORITY
ON ITS 21ST YEAR
To attempt anything like adefinite
and comprehensive prognostication of D. A. D. A. Annual Event to
what 1922 holds in store for the au-
be Staged Jan. 21 to 28
tomobile industry and all of its many
Morgan & Wright Bldg.
ramifications is, I take it, much too
big a job for any single individual to
Detroit's Auto Show has attained
undertake.
its majority. The exhibition of au-
I 11111 forced into such a conclusion, tomotive products in the Morgan &
not sum much because of the unsettled Wright building, Jan. 21 to 28, is the
conditions which have prevailed since twenty-first of its kind. It is the
the ending of the war as for the rea- eighteenth show staged by the De-
son that I am fully aware that it is troit Auto Dealers' Association,
next to impossible for a manufacturer which was organized in 1905.
to forecast general conditions without
In spite of the fact that the Auto
being influenced by prejudice and bias Show has lived for 21 years it has
arising from the affairs surrounding never had a permanent home. The
his own company.
first three shows were held in the
Then, too, it would, indeed, he the bight Guard Armory. In 1905 the
height of folly for one to suggest that show was shifted to Riverview Park.
the manufacturing and production In 1906 it settled down for an eight-
policy of any one concern should be year run at the Wayne Gardens, its
formed entirely on the good or bad nearest approach to a permanent
general outlook for the coming year. home. In 1911 the I). A. D. A. moved
Those policies should be based on the northward for the first tine.
expert knowledge of the manufacturer
The 1915 Show.
as to the sales assets and liabilities of
The 1915 show was at the Detroit
GUY 0. SIMONS,
his own concern, which in many cases Lumber Company plant on the west
President D. A. D. A.
are quite remote from those affecting side, while 1916 shifted east to the
the industry as a whole.
1905 site in Riverview l'ark. In 1917
For example, the plans of Hupp the D. A. D. A. obtained the Billy
Mobile Car Corporation call for the Sunday Tabernacle in Grindley Feld
building of twice as ninny cars this and took the show northward again.
In 1916, the war year, the show be-
year as in 1921.
Such an increase in production ing again homeless, Guy 0. Simons
tendered
the use of the Simons Sales
might be regarded as an indication
that the Ilumnoltile people are of the Company service station, keeping the
show
north,
the location being Cass
opinion that the industry is entering
into an era of unprecedented prosper- at Willis. In 1919 the Crosstown
garage
on
John
It housed the show.
ity—that times are returning when
In 1020 the show again moved into
motor cars will be sold as rapidly as
the
Ford
Branch
building, at that
they are manufactured and that the
makers will never be able to build time in the hands of its present own-
ers,
the
'Fisher
Body
Corporation.
quite enough of ((tom to supply the
After having a run of four years in
demand.
the northern section of the city, the
It is perfectly obvious that 1 would
show in 1920 again shifted to the east,
hesitate a very long time before ad-
to the Morgan & Wright building.
vising my fellow manufacturer to
Due to the fact that the building was
adopt a similar policy. In fact, I
still under construction at the cus-
would have to know as much about
tomary show date, the "latest" show
his company as I do about our own
before 1 would care even to mention
such a program for his guidance.
That is why I accept the invitation
to furnish a 1922 forecast of automo-
tive conditions with not only consid-
erable hesitancy, but also with con-
siderable doubt as to whether any
-
worth while significance may lie at-
tached to it, insofar as its helpful
application to the general trade is
concerned.
To me, one of the most encouraging
elements entering into the situation,
as it affects the future, is what I con-
sider a most pleasing degree of con-
servative optimiso that seems to per-
meate the minds of the executives of
many of the older and better estab-
lished companies.
. last year
The trying times of the
or so have, I hope, eliminated that
(lenient of irresponsibility, of unwar-
ranted and too often positively fool-
ish enthusiasm which has worked
more harm to the recognized stability
of the business than all of the other
adverse conditions combined.
It is the old story of the survival
of the fittest, and once the industry
is ridden of its evil elements, the fu-
WALTER J. JUDD,
ture is by no means unpromising.
D. A. D. A.
T
I am convinced beyond doubt that
there will he a gradual business
of the 20 then held was run a year
awakening during the coming months
ago, the date falling March 19.27.
which will be beneficial to every de-
The Scenic Settings.
serving unit among the automotive
This year finds the show playing
makers.
The all-important conference in its second engagement in the big
Washington cannot help but have a plant of Morgan & Wright, which
salotary effect on business, if it con- again gives Detroit a show commen-
cludes as favorably as the early prog- surate with its importance in the au-
tomotive field, as the second floor of
ress of the parley would indicate.
Admission Reduced to I've-War Price
All over the country, there is evi- the building, where the show is stag-
dence among the buyers and while, of ed, contains 150,000 square feet of
course, certain sections will be much exhibition space. Scenically the show
more slow in returning to normal will have its most gorgeous settinga
than others, we can, I believe, assure in the years it has taken to attain its
ourselves that conditions even in the majority.
Harking back to 1902, we find that
hardest hit districts, will be on the
the show was put on by three men,
mend rather than on a decline.
But, briefly, the situation is cer- William E. Metzger, Seneca G. Lewis
tainly not as had as sonic of the more and Edward McMaster. Several
years ago Mr. Metzger retired as a
pessimistic may portray it.
On the contrary, it is decidedly en- dealer and his participation in the
couraging for those manufacturers shows lapsed until this year when the
who actually merit a demand for their veteran and pioneer Detroit dealer re-
in America. Pierce-Arrow cars, fa- will be shown by William E. Metzger product, who ha'" neither abused pub- turns as president of the company ex-
mous in the high-priced field the and William IlurIburt. Mr. Metzger lic confidence during the fat business
world over, will he exhibited by Wil- was an exhibitor in the first show held years nor disappointed their consum-
liam F. V. Neumann & Sons, and as by the 1). A. I). A. 21 years ago. The ers during the lean ones.
Merit of the product will be the
usual the Buffalo line will have an air Studebaker Corporation will show its
of distinction. Another new-corner complete line of six-cylinder cars, the keynote of the successful selling argu-
to Detroit Shows will be the Wills South Bend-Detroit factories produc- ment.
The day of exaggerated statements
Sainte Claire line of eight-cylinder ing three types of sixes. As in for-
cars, produced at Marysville, which mer years, the Studebaker was one of and flamboyant appeals to unintelli-
the most popular cars in the New gent buyers is, I devoutly hope for the
York show and has for years been good of the trade, gone forever.
We, of Ilupmobile, look forward
one of the magnets for the Detroit
with full expectancy to a busy year,
showgoers.
lots
of the keenest kind of competition,
The Paige Sales & Service Com-
pany will have its display of the and withal a pleasant and profitable
Paige-Detroit line in open and closed year.
TWENTY FIRST ANNUAL
DETROIT
AUTO
SHOW
ALL NEXT WEEK
JANUARY 21 to 28
1.10RCAN C WRICHT BLDG.
JEFFERSON AVE. AT BELLEVUE
have all models of the four and six-
cylindered Nash cars from Kenosha,
and also the eight-cytindered Lafay-
ette at the show. The Marmon-De-
troit Company will exhibit the open
and closed models of the Indianapolis
made car. Last year the Marmon ex-
hibited its models in miniature cars,
marvels of their type.
Miller-Judd Company, In addition
to showing the Liberty Six family,
will have the Peerless Eight on dis-
play, having recently taken over the
state distribution for this famous
Cleveland-made product. The Lib-
erty line will be attractive, as the
Detroit factory had new models at
the New York Show and will have the
Gotham exhibits here. The Oakland
Sales and Service will display a full
line of the Pontiac-made six, show-
ing both open and closed models. Olds-
mobiles will be shown by the Olds Mo-
tor Works, a full line of the descend-
ants of Detroit's first big production
car being on the floor.
Willys-Knight and Overland.
Simons Sales Company will show
both the Willys-Knight and Overland
lines from the Toledo factory. New
prices since the last show and me-
chanical refinements during the year,
will make the open and closed models
of the two lines show attractions. The
Packard branch will have some spe-
cial body jobs exhibited on "twin-
six" chasses and ■ full line of the
single six models. With a recent price
reduction Wagner Bros. will have a
complete exhibit of the Knight, the
pioneer in the Knight engined field
HARRY R. GRAHAM,
Vice-President D. A. D. A.
models, including some special body
models. This series of the Paige line
has attracted considerable attention
during the year, because of the change
in body lines and also its mechanical
refinements.
Hugh O'Dsrnnel will have the Jor-
dan family on exhibition at the show,
Ever since New Jordan started build-
ing cars in his Cleveland factory the
line has been distinguished by its
body lines and the attention given to
the details of body building by the
president of the company bearing his
name.
Another car which promises to be
one of the drawing cards at the show
is the eight-cylindered Lincoln. This
line of cars, built by the Lelands, will
have an added attraction due to the
recent announcement by Henry Ford
that he planned to purchase the fac-
tory to make the Lincoln the leader
in the high-priced field. It will be
exhibited by the Detroit factory
branch.
G. W. CUSHING ENTERS
ADVERTISING AGENCY
George W. Cushing, advertising
manager of the Hudson Motor Car
Company and Essex Motors, has re-
signed to enter the advertising agency
field with the firm of Barton, Dur-
stine & Osborn, Inc. He will join the
Buffalo office about Feb. 1.
Mr. Cushing has been active in
newspaper and advertising work in
Detroit for over 12 years. For the
past five years he has been with Hud-
son. Prior to that he was advertis-
ing manager of the Federal Motor
Truck Company, editor of The De-
troiter, at the Detroit Board of Com-
merce, and for three years with the
editorial department of the Detroit
News. He has been active in all ad-
vertising movements and since 1919
a member of the Board of Directors
of the Audit Bureau of Circulations.
H. H. SHUART,
Manager D. A. D. A.
hiblting the Wills Ste. Clair. The
only dealer showing this year who has
participated in every one of the pre-
vious shows is William F. V. Nen-
mann, who was associated with Wil-
liam E. Metzger at the beginning of
Detroit's show history.
The present day exhibit is a sedate
and stately display of automotive
(Continued On Page 5.)