THE MOTOR WORLD.

Taranaki Daily News, 20 January 1921, Page 7

THE MOTOR WORLD.

FORD SHUT DOWN. The recent cabled news that the main Ford plant had closed down startled the average citizen considerably last week. “Henry,” as h? is popularly called in the States, has been much in the limelight lately, and his latest move will be awaited with interest. Last September the Ford Company announced a reduction in the price of their cars, which (depending on the territory) had the effect of boosting the orders up anything from 25 per cent to 200 per cent above the previous few months’ demand. At. the same period, the prices qf steel, etc., were very high, and other manufacturers were being faced every day with rising costs, so that the Foild reduction came a bombshell to other car builders. In order to cope with the rush of orders, Ford got his plant going at full pressure, and the employees at the end of September put up a world’s record when they turned out over 4200 finished cars in one day. But, by the end of October, the Ford plant had reverted to a five-day week for an indefinite period, and it was rumored that a fourday week was mooted. A trade publication under date October 23 states “tfiat at least two of the manufacturers who supply parts to the Ford Company were approached with the 'suggestion’ that they supply the particular parts ‘at a price’ which in view of the high costs, they declined to do. A’ a result the company finds itself hard put to it to find substitutes in sufficient quantity to permit the schedule of output being maintained.” By the last mail an Auckland firm of car importers have received the following letter, dated New York, November 16, 1920. which throws further light on the Ford cut in prices:—“On September 1 last we announced an increase in price of our open cars -to 1695 dollars. The price to us of several different kinds of material had gone up a short time previous to this. Our own labor costs Md been showing a normal increase, and we had replaced with more highly-skill-ed and considerably higher-paid workers, a large number of less capable workers whom we had been compelled to employ because of scarcity of labor. Even in the face of the current stringency, the increase in prices was not, justified, but made necessary at that time. But some three weeks later Mr. Ford found that at his advanced prices his product was. not moving, and he proceeded to make a cut which had a number of results. His cut immediately revived the market for Fords, but it also gave the buying public the idea that cuts in other cars and lines were coming. The public did not stop ’to think that at 510 dollars the price of Fords was still 40 per cent, higher than it was in 1917, when, it was 360 dollars. Nor did it figure that our car at 1v95 dollars showed an advance of only 30 per cent, over 1917 prices.” According to price-list issued on October 27, 1920 (two months ago only), the Ford was then listed at 440 dollars for the 5-passenger car, and all the trade periodicals bear evidence of severe financial trouble in the car industry. On the one hand the public are clamouring for cheaper cars, but on’ the other rising costs of production has sent many a manufacturer in the States into the Bankruptcy Court, while dozens of factories besides the Ford plant have had to be shut down as unprofitable to carry cn. SUN SHIELDS. A new innovation has caught on in the States which takes the form of a sun blindi projecting from the top of th« wind screen. They are now being manufactured in thousands, and are made to conform with the material and finish of the average car. The sun blind consists of black enamelled steel rods, seamless steel tubing forming the frame, with a special adjustable clamping device. The frame is attached to the wind shield post of the .open car, and does not in any way interfere with the use of the wind shield. The frame is adjustable to any width or angular position, ft is very rigid. The total weight is 41b. Over the framework is stretched the double fabric cover-shade of sunproof and raintight top material. The under surface of the sheet of fabric is green and the upper surface black.