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Show WOMEN'S INFLUENCE GREAT 1 CI BIMG Feminine Portion of Family Make Final Decision Many Times, "If absolutely accurate figures could be obtained upon he sales of automobiles automo-biles rlii rine the past year," said Sales Manager 1C. A. Charron of the Utah-Idaho Utah-Idaho Motor Car company, local Premier agents, "I believe the automobile dealers and manufacturers alike would be astounded as-tounded at the number of times that the feminine portion of the faintly made the final decision. Comparat ively few cars are actually purchased by women, hut their influence is far-reaching and to be seriously rotiPidered. "In most families the purchase of an automobile is a real event, even if a trade is Involved, and this happens in approximately half of the sales. The respective re-spective merits of each car in the class which is derided upon are considered from every angle. And the dealer who finally gets the order must first crca te a firm confidence in the mechanical worth of his car, then present thoe minor features which often close the stile. It would take all the supposed gifts of a clairvoyant In many cases for the dealer to really know why his car was chosen. "For this reason some manufacturers In the past have taken broadside allots In the dark, combining certain units of equipment aimed to appeal to the current cur-rent foibles of feminine fashion and without with-out consideration of mechanical value. They trusted to luck that one of these things would make a success, purely from a gales standpoint. "Sine the electric starter took the labor off lifting the motor over the hill of compression women have proclaimed an 'equal rights bill' in driving their cars. Now the Inst difficulty of the woman driver lias been surmounted that of shifting the gears. The magnetic gearshift gear-shift means the emancipation of women from the shivery of the gear lever. In one more year, it is safe to predict, virtually vir-tually every car in America selling for more than S1OO0 that can make the change will have an electric gear shift, for the magnetic gear shift is mechanically mechani-cally sound, practical and 'fool proof.' "Many automobile dealers havo stated that though the new gear shift on the Premier was no doubt very convenient and a great boon to women drivers, at the same time it is not an absolutely 'sure shot.' In other words the magnetic gear shift has not always operated when the button was pressed. This statement has been proved to he untrue, however, beyond the question of a doubt. The ' magnetic gear shift has been tried by the most severe tests the manufacturers and users of the Premier can devise, and while on my eastern trip I personally witnessed a Premier masneilc geart shift test which eliminated all doubts from . own mind forever. The test I speak of was the running of a Premier car for 22.000 miles on light delivery service with hundreds of stops, starts and shifting nf gears every day and not once did the magnetic pear shift fail to respond to the lightest touch. ""With the successful advent of the magnetic gear shift it Is safe to pr.U-t that the time is not far distant when women drivers will predominate in the continuous stream of aittomobik-s which spaed over the streets of our cities and roads of America." |