23
THE CHICAGO BANKER
November 13, 1909]
PAYING A PENALTY FOR PRIDE
That’s how Mr. Winton has won.
By putting into the Winton Six all the quality any car can have, and by eliminating expenses that do not help the car’s merit, he has won tremendously.
* * *
There is no 30 per cent selling commission charged in the price of the Winton Six.
Nor any wasteful factory practices.
Nor any bonded indebtedness.
Nor any watered stock.
* * *
Thus, at $3000, the 48-H. P. Winton Six (a five-passenger, six-cylinder touring car, with all the desirable up to-date features) gives the buyer the limit of car-value and at the same time renders us a reasonable profit.
* * *
We might fill pages with a description of the Winton Six, as we have done in our dollars-and-sense catalog.
But the purpose of this advertisement is to point out that price does not always mean value.
If we have made that clear, we know that, if you plan to purchase a high-grade touring car, you will find out the facts about the Winton Six car itself before you buy.
* * *
We shall be glad to show you this car at any Winton salesroom or to mail our catalog to your home address.
That is to say —
The manufacturer must charge in the price of his car not only the cost of the car itself, but also all of his overhead and other expenses.
Of two cars of identical value to the buyer, one may cost more to buy because its maker is under heavier overhead or other expense.
Thus, one maker pays 30 per cent selling commission, and, in addition to providing dividends for his stockholders, is under bonded indebtedness;
Whereas the other maker pays 20 per cent selling commission and has no bonded indebtedness.
The second maker can therefore sell a car (every whit as good as the first maker's car) at a much lower price to the individual user — to you.
Therefore we do make a mistake when we infer value from price alone.
* * *
All that any automobile buyer can purchase is a car itself.
Consequently, his choice ought not to be of prices but of cars.
And the only way to know the relative worth of cars is to compare them.
* * *
The maker whose car contains real merit is always eager to invite comparison.
For with higher merit at an equal price,or—
With equal merit at a lower price —
That maker is bound to win.
MANY buyers reckon quality from price.
It is natural to believe that the higher the price, the better the goods.
But that idea isn’t always right.
Sometimes it blinds the buyer to his own best interests.
* * *
When we take pride in paying a high price for an article —
We need to know that there are manufacturers who play upon this pride—־ Who add to their price (beyond the value of the goods and a reasonable profit) a penalty upon pride —
Swelling the price to a figure which is meant to convince us that the article must be good.
* * *
This illustrates the business principle that, while we always pay for what we get, we sometimes pay" for more than we get. * * *
So it is in automobile prices.
Pride in paying a high price does not necessarily get the best car.
* * *
Mechanical authorities agree in the superiority of the Six over the four-cylinder car, and yet —
Some fours are right now priced at a higher figure than the best Six.
* * *
So it isn’t always safe to judge value from price.
Price is only partly based on the car itself.
The Winton Motor Carriage Company, 100 Berea Road, Cleveland, Ohio.
Winton Branch Houses (owned and operated by the company) in New York, Boston, Philadelphia, Baltimore, Pittsburg, Detroit, Chicago. Minneapolis, Seattle and San Francisco. Winton Agencies in all important places.
Member A. L. A. M. Licensed under Seiden Patent.
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