Salt Lake Tribune | 1918-03-10 | Page 40 | Jordan Manager Very Optimistic

JBROIIKR eyjpiiisTic Writes Cheerful Letter to J. A. Greenewald, Local Distributor. In a recent letter to Manager ,T. A. Greenewald of the Mercer & Jordan Sales company, local Jordan distributor, TV". B. Riley, sales manager of the Jordan Motor Car company, lifts up the lid and gives us a peep at the way dealers are adjusting business to changing conditions. condi-tions. "It's an ill wind that blows no one good," writes Riley. "The aggressive dealer who six months ago thought his time had come is now reaping the industrial in-dustrial benefits of the unfortunate circumstances cir-cumstances which upset the organization of the country and threatened to ruin his business. "The working class of people are making mak-ing more money than they ever made before, while the farmer, with a production produc-tion of ?26, 500.000,000. which is nearly seven billion dollars more than last year's production, is deriving about 100 per cent pront "Such conditions, of course, have brought about a marked change 1n the location of ready money. The man who formerjy had a great deal and has bought Liberty bonds is now paying a higher discount and is paying more for the luxuries lux-uries which ho formerly enjoyed, and has less to snend lor them. But his place is being taken by the farmer and the worker, who are benefiting by the large expenditures of money by the government govern-ment and spending their surplus for the luxuries formerly denied 1 hem. "Hence, a new and virgin class of buyers buy-ers has emerged from tho unusual conditions condi-tions of war times. At rlrst the dealer was a bit confused because the people who formerly had the money to buy hesitated, hesi-tated, and the new class of buyers had not vet made Itself felt- He was startled at tie aspect of Jones, who lives on th.o j : 1 avenue, conserving, while Smith, who 1 works on the farm, was just beginning tc I i look around for his car. And when Smith , ! bought, it was either a good low-priced I car or a better car in the upper lnodium- priced class, ! "There is nothing so inspiring to the dealer as to contemplate the opening up of a new field for selling. The trading situation Is rapidly improving, not only for this reason, but because the manufacturer manu-facturer is now limiting his production to take care of his own government orders. "Another improvement that has given the dealer considerable encouragement is the longer profit on each car he sells-While sells-While all 'cars have gone up in price, the percentage of discount has remained the same, so that, although his sales are fewer, he realizes a greater profit on each unit, and. If he trades intelligently, he will make a better profit in the end. "It is true, of course, tliat some dealers, encouraged by large quality sales, have built up large service departments and have engaged expensive salesrooms In the Vprincipal avenues of the big cities. These distributors will merely have to adopt the same policy as that which Is being adopted adopt-ed by the most widely experienced of the manufacturers. They will reduce their overhead, and encourage the manufacturer, manufac-turer, if he is to get a higher price, to make the car more attractive so as to warrant the price. "The Jordan Motor Car company has endeavored to do just this very thing-While thing-While the price of the Jordan has been raised, additional equipment has been put on so that now it may be called the complete com-plete car, and is just that much more attractive."