POPULARISING THE MOTOR-CAR.

Taranaki Daily News, Volume LV, Issue 187, 27 December 1912, Page 4

POPULARISING THE MOTOR-CAR.

The London Daily Express, in order to ad(l strength to its contention that the British autoirfobile industry is being ruined by the "clumping" of cheap American cars on to the British market, has been making a few little excursions into the future. The newspaper states that a certain American manufacturing firm is "preparing to deluge the British market with a £SO car." This miracle of cheapness is to be a two-seater "runabout," but more disturbing still to the peace of mirnl of the British manufacturer is the prophesied arrival at an early date of a four-seater American touring car to be sold at £IOO. There h nothing at all improbable jn these prophecies, for a two-seater car is at present being offered in America for 350 dollars, while a four-seater motor-car is quoted at 595 dollars. The enormous market which has\been been obtained in America by the production of motor cars at extremely low prices is strikingly demonstrated by the latest statistics from certain of the American States. In the district of Columbia one person in ,35 owns a car. In Nebraska and South Dakota the proportion is one in every 45, in Indiana,' lowa, Maine and New Jersey' one in 60, in New York one in 100, and in Illinois one in 120. In the United Kingdom the proportion is one in 200. including commercial vehicles and taxi-cabs, and in New Zealand one in 185, or if motor-cycles are included, one in 14'2. The American experience has shown that every step in the cheapening of motor cars has been followed by an increased demand. The increased demand. has led to still greater outputs, and has still further reduced the cost of construction ancl consequently the selling price, with the result that the demand continues to increase. There must be a limit to this process, of course, but the American manufacturer has faith that the limit ha# not yet been reached. The developments hinted at by the London Express would appear to show- that the motor caT will speedily bo brought within the Teach of the great "lower middle class."