Salt Lake Tribune | 1919-05-25 | Page 50 | Reputation Mighty Car Selling Factor

REPUTATION MIGHTY CAR SELLING FACTOR "Despite the fact that it is perhaps the most widely advertised article ever merchandised, mer-chandised, it is a peculiarity of the automobile auto-mobile that finally it must stand or fall by its reputation," declared C. J. Simpson, Simp-son, manager of the Pacific-Nash Motor company, distributor of Nash passenger cars and trucks. "There are many articles the sale of which can be almost controlled by the ! amount of selling- and advertising effort , placed behind them. Push such articles hard, and they succeed. Slacken your efforts, and sales immediately etop, "The article of quality, of course, Is easier to develop, but quality alone will not make it successful, nor will a certain degTee of the lack of quality make it a failure. Such articles are controlled al-, most entirely from the headquarters which direct the advertising and selling" effort. "The automobile, on the other hand, is peculiar, in that it develops to its owner assort of personality, likeable or otherwise, other-wise, depending upon the car's performance perform-ance in his hands. The sale of a new car or a new model can be accelerated by good publicity, but in the course of a short time such efforts cease lo bo fruitful fruit-ful unless the car advertised makes good in the hands of its owners. "On the other hand, in merchandising a new model, publicity must be used extensively ex-tensively at the start, while if the car makes good in the hands of the public a slackening of publicity does not show a corresponding let-down in sales. The truth of this has been conclusively demonstrated dem-onstrated by the Pacific-Nash company in all parts of the United States, as well as in this territory. "And there can be only one reason for it that is, that the Nash trucks and passenger pas-senger cars have met with the approval of every purchaser and give universal satisfaction to owners."