OLYMPIA MOTOR SHOW

Hokitika Guardian, 1 December 1928, Page 2

OLYMPIA MOTOR SHOW

(London Council Journal.)

The British motor industry in a comparatively few years has grown from insignificance to a position among the country’s greatest assets, and the annual motor show, organised by the Society of Motor Manufacturers and Traders, has been an index of the industry’s growth, offering each year a more striking illustration of its scope and achievements. This year’s show, was the largest that, has ever been held. NAT] ONAL .CHARACTERISTICS. Although cars of all nations are seen at Olympia,. the exhibition affords a remarkable testimony to the British characteristics of their own—all the American cars, for instance, however much they may vary, are recongisable as American, and the same is true in the case of France, Italy, and Germany. The impression left on the mind by the appearance of, the British vehicles at Olympia, including the cheap mass production models, is one of quality. This general inipresion is borne out by examination of the finish and the body work, and although these are admitted matters of appearance to some extent, and not' by and means the sole consideration in a car at the same time the fact that British cars give such an impression augurs well for the industry. There has never been any doubt of the class of British workmanship, and the prices now compare favourably, particulary. when value for money is taken into account, EXPORT POSSIBILITIES. The ability of the British motor industry, therefore, to retain and increase its dominance in the home market is fairly certain; the problem that remains is-whether exports can be materially increased. Although the position lias improved, so that about 35,000 cars were exported in 1927, this represented only about 17 per cent, of Britain’s total output, and it seems that a higher percentage might well be reached, in spite of handicaps imposed by, for instance, the horse-power tax. Criticism in the past admitted, usually, the quality of our cars, but it has claimed that they were not suitable for conditions abroad, particulary in the less-developed parts of the world. In the present show there are only one or two special “colonial’’ methods, but at the same time needs of the oversea market have not been so neglected as this suggests. A number of the medium-powered cars this year, although standard models, have been designed with some consideration for export requirements. These may satisfy oversea needs, while the increased production obtained ttlirough home sales in addition should give an economic output.

It cannot be forgotten, however, that actual price plays ‘a very great part. Foreign competitors-in many cases can undersell us appreciably, even though they may not offer as good value. The general impression left by the show, however, is that there are more models m the market to-day suitable for overoea conditions, than there have been in the past.

SAIALL, CHEAP CARS,

The lessons of the show as a whole seen to be that the motor industry is likely to advance at least as rapidly as it has done in the past, and that more and more of the small, very cheap cars will be seen on the road. It was significant that beyond doubt the baby models attracted most attention at Olympia, and large crowds assembled round the miniature ears of the Morris and Austin stands. For the finement a lid value in the vehicles rather than to cut prices at the expense of quality, and the models for the coming year offer better value all round. The British buyer is naturally inclined towards British cars, and should also he influenced in the same direction by economic considerations.

CO-OPERATION IN OVERSEA MARKETING.

Speaking at the annual dinner of the Society of Motor Manufacturers and Traders, Mr. Douglas Hacking, secretary of the Department of Oversea Trade, said that the problem before British motor manufacturers was that of extending their market, particularly oversea. One of their main difficulties was that so few motor manufacturers could afford to have their own individual sales and service depots. Could not British xpanufacturers come together and pool their resources at the marketing end,, perhaps with the assistance of merchants, so that there might he showrooms, service depots, and the like, where several makes of British cars might he shown, and where spare parts coulid bo obtained? Some form of commercial agreement and a greater combination of effort appeared to be the lines upon which the solution would run. " lV • •: AVA