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OMAHA, SUNDAY MORNING, AUGUST 12. 1917.
tr:t!tti,w:!f;'H'i(He"
This is the third of a series of articles which the Automobile, Truck, Tire and Accessory Dealers of Omaha are running in this paper
for the purpose of informing the public regarding the Automobile business, that buyers may know why it is to their interest to purchase from
the legitimate Automobile, Truck, Tire or Accessory dealer who maintains a place of business and who is in a position today, tomorrow
and five years from now to render the service to which buyers are entitled upon the purchase which they make from him.
I
Why the Man Win
P
Gets His Mo
9
imeys
Legitimate Profits Necessary To
Dealer If Buyer of Automobiles,
Tires and Accessories Is to Receive
Full Guaranteed Service He Expects
Worth
o
A Story
NE day a prominent business man in Omaha
walked into an automobile show room and
said to the dealer:
"I want to buy a car."
He looked over the various models and finally de
cided that he was very well satisfied with a 1917 seven
passenger touring car. At this point terms began to be
discussed. The dealer told the business man his price.
"But that's the list price," said the business man.
"Certainly; the factory adds a legitimate profit to
the manufacturing cost, which is our price, and to that
they add a legitimate profit for us, which makes the list
price. It is a fair price for this car, considering the work
manship, material, design, cost of other business and oth
er things which I have explained to you."
. '
"Oh, I'd never pay list price for a car," said the busi
ness man. '
' "Why?" asked the dealer.
"Because I can get lots of cars for less than list
price
And in spite of all the dealer could do through honest
persuasion, backed by a thorough knowledge of his car
and its many points of superiority, it was impossible for
him to get this man to agree to buy the car, at list price.
The only reason being that he, a business man, wouldn't
pay list price for an automobile because some other car
had been offered him at a so-called "discount."
This same man is, of course, engaged inj business
himself. He sells merchandise in the regular way and
has sold his merchandise to this automobile dealer many
times. He is in an old-established line of business and
there is never any question about the price he fixes. It
is take it or leave it at that prices
His merchandise is all right, the profit is legitimate,
and the list price should be had, but why should the list
price be had for his line of goods. and for practically
s every other line of goods and not list price for automo
biles, trucks, tires and accessories?
Cut Throat Competition
There is, in the next block, a dealer who is not so
fortunate as some of his neighbors; he doesn't have a
car that he can absolutely back up; he doesn't have a car
upon which he is willing to stake his reputation, and he
cuts the price because he is not sure of himself or he may
be one of those fellows who must sell today or close his
doors tomorrow. And, if he does go out of business where
does the man who buys the car from him come in? This
is a point overlooked by many purchasers.
One of the first things to consider when you consider
buying a car is whether it is made by a responsible con
cern. Dun, Bradstreet and other records give you a line
on whether the firm who makes the car is responsible or
not
This is important to you because you are buying a
car which you will probably use from three to five years,
and during that time some automobile companies will
go out of business. If you happen to have picked a "fade
away" you are up against it
But really, when you are buying a car, and you have
satisfied yourself that the company which makes the car
is all right the most important thing in the whole transac
tion is the standing of the dealer from whom you buy
your car.
Dealer's Responsibility
Is Important
"Is the dealer reliable? Is he responsible? Will
he be here next year, and the year after, and the year
after that? Is he selling a car upon which he stakes his
reputation?
o
nee
Number 3
The third of a series of
talks to the automobile
public appearing in The
Bee.
You should care even more about the reputation of
the dealer from whom you buy the car than about the
reputation of the firm who makes it, because it is to him
that you place your dependence, and you are relying upon
you have to go if there is anything wrong; it is upon him
that you place your dependence, and you are relying upon
his judgment in selecting that line of cars.
These are some of the reasons why it is important
that you buy from a man of absolute responsibility when
you buy. The man who sells you a car this year may be
as kindly disposed as it is possible to be, but the man who
handles the car next year, if he is not thoroughly respon
sible, may not be so much interested in you. He prob
ably won't be, because he hasn't made the profit on the
transaction.
Dealer Entitled to
Legitimate Profit
These are some of the reasons why the dealer is en
titled to a legitimate profit when he sells anything.
You must figure on these things when you buy a car,
a truck, an accessory, or a tire at a reduced price. You
will most likely lose some place along the line, and the
fellow who cuts the price cuts it because he doesn't have
enough confidence in his merchandise to uphold his price.
Some business men in Omaha would like to have
their friends in the auto trade do business with them, but
when it comes to supporting those who support them
the men who have made the automobile business in
Omaha the second largest of its industries, the men who
contribute at least second in amount to the support of
the community in every respect they scoff at the square
dealer who demands a legitimate profit when they buy
from him.
There is such a thing in this world as "Live and let
live," but a stronger and more far-reaching sentiment is
"Do unto others as you would be done by."
Pay the dealers a legitimate profit when you buy a
car, a truck, tires or accessories and assure yourself of
the service that you have a right to expect if
you pay for it.
Nebraska Buick Auto Co.
Buick and G Jl.C.
Jones-Opper Co.
Reo and Dearborn
s
Standard Motor Car Co.
' Allen, Wescott and Indiana
Omaha Chandler Co.
Chandler
Studebaker-Wilson, Inc.
Studebaker
Haarmann-Locke Motor Co.
Little Giant and Maibohm
Nash Sales Co.
Jeffery
Noyes-Killy Motor Co.
Saxon and King
Western Motor Car Co.
Chalmers and Harroun
C. W. Francis Truck Co.
Service and Stewart
Dorris Motor Car Co.
Dorris
De Brown Auto Sales Co.
Cole
Mclntyre Hayward Motor Co.
Stearns-Knight and Regal
Omaha Tire Repair Co.
Goodrich and Diamond
Toozer-Gerspacher Motor Co.
Dort, Moon, and Pathfinder
T. G. NorthwallCo.
National, Pullman and Hollier
' L. E. Doty, Inc.
Velie and Monroe
Murphy-O'Brien Auto Co.
Dodge, Paige and Locomobile
Midwest Motor & Supply Co.
, Maxwell
Wheeler Rubber Co.
Goodyear, Michelin
t
Cadillac Company of Omaha
Cadillac
J. T. Stewart Motor Co.
Mitchell and Pierce-Arrow
Lininger Implement Co.
Grant and Commercial Truckmobile
Orr Motor Sales Co.
Packard
Nebraska Glide Auto Co.
Glide
Hupmobile Co. of Nebraska
Hupmobile ',
Copyright 117
Register and Trlbun Co.
All right reserrcd
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