From the Rolls-Royce experimental archive: a quarter of a million communications from Rolls-Royce, 1906 to 1960's. Documents from the Sir Henry Royce Memorial Foundation (SHRMF).
Market analysis of the US automotive industry, focusing on competition, sales trends, and new models.
| Identifier | ExFiles\Box 19\4\ Scan335 | |
| Date | 7th August 1931 guessed | |
| period of months) with the centre of greatest production being later in the season than ever before, there seems to be no great difference between this and other years in this respect. Prominently noted in the trade journals and press was the fact that, for the first time since he regained his predominance in the low-priced field, Ford was surpassed in output by Chevrolet. During the first four months, Chevrolet made 30.8 of the industries sales in the United States (Georgia not included) against Ford's 30%. In 1929 the ratios were Chevrolet 20%, Ford 34%. The question that almost invariably followed was "What will he do about it?" as it was taken for granted that he would not permit such a state of affairs to continue unchallenged. This observation applies the more so because in addition to the Chevrolet threat to his supremacy, there is the new development of Chrysler's sudden determined expansion into the low-priced, four-cylinder field. This is described below in more detail. In general, the dealers and distributors are repeating the statement in which they have found consolation ever since the depression began that cars are being used up, stocks are invariably low enough to cover only from 15 to 30 day requirements and therefore, eventually, the public must start buying if it wants to ride about in automobiles. Solace is also taken by the companies concerned in a noticeable trend from lower to medium priced cars buying. The medium and higher priced cars had suffered from a movement for economy which diverted sales to the lower field. A concerted effort was made by the National Automotive Chamber of Commerce to prevail upon all companies to delay the introduction of new models until after November. An agreement was actually signed between companies, but apparently is not being adhered to. The argument for this policy was admitted, being that public confidence in a purchase made in mid-season was undermined by the suspicion that the car then on sale would shortly be superseded by a newer model. Publicity to the agreement arrived at has been given, but certain companies are now accused of having a demoralising influence on the market by having only waited to break it until the pact was publicly announced. After having invested more than ten million dollars in preparing for its production, Chrysler Corporation has designed a new and changed Plymouth car to sell for $500. It has a four cylinder motor 2. | ||