THE
o; announcement of
to every
"Nn
UNETEEN years ago we made and sold
the first Model T Ford car. In announcing it
to the public we said:
"'We will build a motor car for the great mul
titude. 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, t 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 con
crete evidence of the working out of 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
whicn to live.
i
"The Model T Ford car was 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,
o
"The Ford car blazed the way for the motor
industry and started the movement for good
roads. It broke down the barriers 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, I am sure, to promote 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" manufacture it so long.
But 1927 is not 1908. It is not 1915. It is not
even 1926.
We have built a new car to meet
modern conditions
"We realize that conditions in this country
have so greatly changed in the last few years
that further refinement in motor car con
struction is desirable. So we have built a new
car. To put it simply we have built a new
C 1927, Ford Mm Cmtmt
ROSEBURG NEWS-REVIEW, MONDAY, NOVEMBER 28, 1927.
ME
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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 and
. beautiful colors
' - s
"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 different fr6m
Model T. Yet the basic Ford principles of
economy of production and quality of prod
uct 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 mechanical beauty of
the engine. Let us not forget this mechanical
beauty when we consider the beauty of the
new Ford.
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aw-:'1?:-:::
FORD
by
Henry
Ford
"The new Ford has Unusual speed for a low
price car because present-day conditions require
: unusual speed.
"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 actually done
sixty-five miles an hour in road tests.
, "Since modern conditions demand more
speed, they also demand better brakes to bal
ance 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
TFord.
"The new Ford has durability because dura
bility is the very heart of motor car value. The
Ford car has always been known as a car that
will 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.
J.HIS new Ford car has not been planned
and made in a day. Our engineers began work
on it several years ago and it has been in my
mind much longer than that. We make auto-,
mobiles quickly when we get in production.
But we take a long time planning them. Noth
ing can hurry us in that. We spent twelve 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 the market until we were sure that
it was mechanically correct in every detail.
OR COMPANY
Michigan
EORD MOT
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"Every part of it has been tested and re
tested. There is no guessing as to whether it
will be a successful model. It has to be. Then 1
is no way it can escape being so, for it repre
sents the sum total of all we have learned
about motor car building in the making of
15,000,000 automobiles. , 1 r , ( f
The new Ford will sell at !
a low price , ' ' . J
"The price of the new Ford is low in accor
dance with the established Ford policy, t 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 bur customers. In one
year our profits were so much larger than we
expected that we voluntarily returned $50 to
each purchaser of a car. We could never have
done that if this business had been conducted
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 because no other
manufacturer docs business the way we do. :
"We make our own steel we make our own
glasstoe 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
automobile 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 without 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 we 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.
FIVE "
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