Show ERS BU ato iro 11 ww Auto automobiles Automo bils market divided into two broad fields CLEAR irnen analysis fir or OF SIU plan 1 3 1 J E C T found from investigation that one half of mileage of cars carr Is employed solely for business purposes so much has been written relative to the development of the motor car industry and so many prophecies have been ventured without proper consideration of vital ind and controlling conti oiling factors that a clear and simple analysis of the subject may serve to dissipate much of tile the unfounded conjecture the automobile market is divided into two broad fields first the rural class which includes all persons engaged in firming farming and others in various businesses who live in towns of less thin than five hundred population second the urban class which Nl itch comprises all people in any but farming pursuits N who ho live in III towns of five hundred or more population possible automobile buyers in the rural or farming market there are ara families one million of these now own motor cars and one and one half millions are arc poor illiterate who for the purpose of this study may be excluded from the prospective class there remains then farm families who are ble automobile buyers in the urban class covered by towns and cities of more than five hundred population there are about home owners of which number only now nov own cars accordingly remain prospective buyers in this class or a total actual unsold market in both rural and ciban classes of possible automobile buyers the accepted average life of an automobile to is about five years in the hands of the original owners and as tile the man who once owns a car will not thereafter be without one we must include the reorder re order market which in the calendar year of 1917 will 1111 be about this being 20 per cent of the now in use buyers in 1918 for the year 1917 1917 therefore the automobile to business will face a market of about possible buyers not more than cars ill be built in tile the coming y year car leaving 1 a I possible excess market of buyers at the beginning of 1918 1913 these figures are decidedly conservative because they take no consideration of 1 any export outlet 2 the people who have or will have two or more machines machine 3 increased population 4 increased prosperity 5 a million or more town and city families who do not own the homes in which they live but are well able to buy and maintain a motor car 6 the business houses retail and wholesale merchants who use thousands thousand of roadsters for salesmen and many thousands more of delivery cars regular automobile chassis with commercial body 7 taxicabs tasi cabs and other cars f for public hire an important and noteworthy fact is vouched couched for by the editorial department cut of automobile topics a well irown trade authority which has been making a careful analysis of the comparative para tive nature of automobile service they state that of the motor cars of all kinds in service in the united e d states today they enn can conservatively say from their investigation that over one halt half of the mileage of the 3 cars card la Is used for business purposes |