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THE OREGON STATESMAN. SALEM, OREGON, TUESDAY MORNING, NOVEMBER 29, 1927
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INETEEN years ago wc made and sold
the first Model T Ford car. ' In announcing it
to the public wc said: ? ;
We will build a motor car for the great mul
titude. It will be large enough for the family, hut
small enough for the individual tot 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 Vdevise? 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
-jw Ford Motor Company and explains its growth. ,
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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
which to live. "
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 I 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 dowtr 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 upa great deal, I am sure, to promote the
growth and progress of this country. -
"Wc are still proud of the record tf 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. V '
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; We have built a new car to meet
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modern conditions "
'I
e realize that conditions in ' this country
"ro-o greatl jehanged in the last few years'
? further refinement motor car con- 4
5 ictioa is desirable. So wc have built a new
men I of unusual
automobile owner
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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,
js as. great an improvement in motor car build
ing as the Model T Ford was in 1908.
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Smart new low lines and
beautiful colors
The -new Ford is more than a car for the
requirements of "today. I It goes farther than
that. It anticipates the needsof 1928, of 1929,
Of 1930. !
The new Ford car is radically different from
Model T. Yet the .basic Ford principles of
economy of production and quality of prod
uct have been retained. iThere is nothing quite
like the new Ford anywhere in quality and price.
Tne new Ford ihas exceptional: beauty of
line and color 1 ; because beauty of line and
color has come to be considered, and I think
; righdy, : a necessity in a motor car today.
Equally important is the mechanical beauty of
the engine. Let us;not forget this mechanical
beauty when wc consider the beauty of the
" new Ford.' ; 1 p . -
Henry
'Fowb
import a
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"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 arc desired
today where thirty and forty would have satis
fied in 1908. So we are giving you this new
speed. ' -
Quiet and smooth-winning
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
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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 bc proud of
the new Ford. ,
"Tins 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'
automobiles quickly when we get , in produc-
tion. . But we take a long' time planning them.
Nothing can hurry us . in that. We spent
. twelve years in perfecting our former Model
T Ford car before wc offered it to the public
It is not conceivable that we should have put
this new Ford car on the 1 market until we
were sure that it was mechanically correct in
'JcVery -detaiLs'' s
"Every part of it has been tested and v
tested. There is no guessing as to whether 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 wc 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 hew Ford is low in accor
dance 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. (
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"Wc 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 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 does business the way we do.
., "We make our awn 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 ive did so. Our , only business
is the automobile business Our only profit is on
the automobile we selL r . ,,
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"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;
"Wc did not set out to make a new car to
sell at such-and-such a figure. Wc decided on
the land of car! we wanted to make and then
found ways to produce itat a low price. -
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, The new Ford car, as I have said, will bt
officially announced on Friday of this week.
In appearance, in performance, in comfort, in
safety, in all that goes to rnakc ai good car, it
will bear out everything I have said here. We
1 consider it our most important contribution
thus far to the progress of the motor industr ,
to the prosperity of the country, and to tLi
daily welfare of millions of people.