TIIE MORNING OREGOXIAX, TUESDAY, OCTOBER 5, 1920 Mo Re diuiciLioini in Oakland. SesW Six At this time when the public mind is disturbed by sensationally announced price reductions of automobiles and other merchandise and commodities, we desire to give assurance to those who require Personal Passenger Transportation, such as provided by .the Oakland Sen sible Six, that we do not anticipate reducing the price of our cars. Starting with the production of the raw material re quired and continuing through' to the finished product, over 80 per cent of the cost of an Oakland Sensible Six is labor. Over 80 per cent of the cost of all other automobiles produced in large quantities is labor. When wages paid to labor are reduced, or when labor produces more per man, then may manufacturers of hon estly priced automobiles legitimately consider the reduc tion of their selling prices. We have not heard of any instance where automobile workers are receiving lower wages. If wages may be lowered eventually we see no immedi ate trend in that direction. . In the production of so essential a factor in our eco- nomicjlife as the passenger automobile increasing as it does-the personal efficiency of owners by nearly 57 per cent we believe the workers whose toil produces the vehicle should be large beneficiaries of the constructive character of their work. If abnormal demand has been responsible for over enthusiastic expansion and inflated profits in certain instances, the wage earner should not be made to suffer, as he must if powerful forces effect lower automobile prices whether or no. True enough", there have' been many instances of in flated prices. There has been profiteering. And true enough, abnormal profits must be eliminated. And that is-what has been going on all around you recently- the price reductions you have witnessed in automobiles and other merchandise are the belated shak ing out of the abnormal profits. The normal profits are still there. Manufacturers whose goods have been priced on actual cost to produce, plus normal profit, have no inflated fig ures with which to appeal to the uninformed public in sensational announcements of "Price Reductions." Pru dent, studious buyers will not be misguided by erroneous principles. O akland Price Advance in Five Years, Due to Increased Co of Labor and Material, Only 27.4 Per Cent In 1915 Model 32 Oakland Sensible Six was put on the market at $795 f . o. b. factory. Since 1915 the wheelbaseof the Sensible Six has been lengthened five inches, its weight increased about four hundred pounds, its horsepower materially increased, its frame made deeper, and in many other ways the car has been enlarged, strengthened, improved and refined. If the present Model 34-C had been built in 1915, it is more than conservative to say that, based on labor and material costs at that time we would have been com pelled to list it to sell at $1095, or more, f.o.b. factory. We are therefore able to say, also with great conserva tism, that the present price of Model 34-C represents an .increase, due solely to increased costs of labor and ma terial, of 27.4 per cent. Larger production each year has kept this increase at a low figure. Compare this increase with the increase of other auto mobiles and with commodities with the things you buy every day. Nowhere have we been able to find a standard article of merchandise that has increased as little in selling price as the price of the Oakland Sensible Six. In tlie event of unexpected reductions in the cost of the labor and material that enter into the con struction of the Oakland Sensible Six to a point where we may properly and legitimately reduce the list price of our cars between October 1st, 1920, and May lst5 1921, we will refund to every Oakland purchaser .who buys within the above mentioned period of time tlie amount of such reduction o AK A M O TO R AR Sixth Largest Builders of 'Automobiles in the World PONTIAC, MICHIGAN NORTHWEST OAKLAND CO., DISTRIBUTORS, 344 BURN SIDE ST., PORTLAND