THE SUNDAY OREGOMAN, PORTLAND, JUL.Y 18, 1920
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EVERY manufacturer eery dealer every sales
man, is conscious today of an unprecedented
situation that is rapidly developing in the motor
car industry.
A striking change in the public demand for motor
cars has taken place.
Nothing equal to it. has ever been encountered ,
before.
Last winter, those individuals who quickly sense
the public pulse anticipated the terrific demand for
motor cars of all types which later developed.
This demand has not yet been satisfied. It will not
be satisfied until fundamental conditions of production
and transportation radically change.
Now, in the midst of the mass of production ob
stacles, there has developed a demand for enclosed cars
and roadsters far beyond the capacity of the industry
to supply.
More than this, a spirit of economy has taken hold
of the public mind. People to whom wealth is not new
are setting the example to all by choosing motor cars
in which economy is combined with reliability and dis
tinction. Therefore, it seems proper to give another friendly
word of warning to those thousands of people who have
logically reached the conclusion to buy a lighter, more
economical closed car; or to replace a bulky car with a
roadster for personal use before the fall demand makes
delivery extremely uncertain.
Prices Not Going Down
People, who have never known the real basis of
motor car demand (which is utility and convenience in
individual transportation) have no idea how ridiculous
it is, under present conditions, to talk about a satura
tion point; a falling off in demand for good cars; or
lower prices for fairly priced standard makes.
There are about eight million automobiles in
America, and possibly eight hundred thousand in all
the world beside.
A few hundred thousand of these are enclosed cars,
mostly of the heavier type.
The production of enclosed bodies last year was
about one hundred and sixty thousand.
The daily production right now is greatly handi
capped by a shortage of expert labor, glass, hardware,
sheet metal and by difficulties of transportation;
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The world wide demand indicates the ready sale of
at least one million closed cars, if the manufacturers
can ever get them out.
Time was when people ' who possess old money
were alone in the enjoyment of a high-grade, enclosed
car. They bought heavy cars believing" that only in
that way could they obtain distinction and reliability.
Time was when the annual production of five
hundred closed cars by any one factory was a big out
put. Time was when the annual production of five
hundred roadsters was considered large.
The Day of Economy
is Dawning
The hour of the light-weight, high-grade, good
looking, well-balanced, economical, handy, convenient,
comfortable, sensible, automobile is here.
. Manufacturers who have the gift of foresight,
have been struggling for months to increase the closed
car production to the point where it may at least equal
the open car output.
But, they cannot possibly attain this result for
many months to come.
This, therefore, is a friendly warning to the public
to those who expect to get delivery of an enclosed
car or a roadster before winter comes.
Four years ago the Jordan Company anticipated
this inevitable change.
We knew that the man who once thought it nec
essary to choose a heavy car to obtain reliability would
eventually prefer a car in which reliability is combined
with economy and distinction.
We produced the Jordan Silhouette and from that
day the factory has been thousands of orders behind.
We knew that the man who once thought it wise to
choose a cheaper car thinking to realize economy would
eventually prefer a car in which the original price is'
practically the last payment for service rendered.
We put quality into every detail of the Jordan,
knowing that reliability is the last word in service
regardless of price.
Ten thousand owners today testify to the reliability
and economy of the Jordan.
Color, comfort, good-taste and atmosphere hava
made it beautiful.
Keep Your Car
Today, we recommend that you buy a Jordan and
keep your car.
You know, of course, in the last analysis that the
second-hand value of a motor car is the final test
of survival for the manufacturer success for the dealer
and satisfaction to the owner.
The Jordan is superbly balanced weighing twenty
eight hundred pounds fourteen hundred forward and
fourteen hundred astern.
It springs forward lightly to the throttle dis
patches the day's work with alacrity finds its place at
the curb quickly responds instantly to the touch of a
woman's hand, and brings you home at night gratified
with a day of comfort and convenience.
One year ago Jordan announced the famous Play
boy. Snappy, individual unfailing to inspire the
Jordan Playboy is the forerunner of the roadster of
the future the car which many busy men and women
will make their preference.
Scarcely did we realize the country wide demand
for a roadster of this distinctive character, convenience
and style.
Never, have we been able to approach the point
where we could supply this demand.
Four years ago, we built our first five passenger
Brougham, with all aluminum body, exquisitely
finished charming in style.
The Demand for
Closed Cars
The demand for this car indicates beyond question
that it is the ultimate enclosed type. .? :.
The production conditions in the leading factories
will not quickly change. The prices of good cars that
have been fairly priced can not soon go down.
An acute delivery situation in enclosed cars and
roadsters will develop before September first.
Those who expect delivery should buy today.
flbe Jordan Sedan
The Jordan Playboy
The Jordan Brougham
DISTRIBUTORS FOR
THE PACIFIC
NORTHWEST
SALES and SERVICE
BROADWAY and EVERETT
PORTLAND