Royal Family Pleased

Fast trains last week drew apart the members of the Royal Family of Industry, scattered them in such motor cities as Detroit, Toledo. Pontiac, Flint. Leaning back, they agreed that their annual coming-out party, the New York Automobile Show, had been a far greater success than they had expected (TIME, Jan. 18).

While the Royal Family fights for public favor, its fighting has always been ethical. Brother throws mud at another Brother. The reason is clearly discernible in the camaraderie that marks such large meetings of No. 1 motormakers as the New York Show. There was much satisfaction over the presence of John North Willys, much talk of "His Excellency" since he is now Ambassador to Poland. More personal satisfaction came to Walter P. Chrysler. For De Soto's success entitled its Chrysler-son-in-law chief, Byron C. Foy, to full-fledged membership in the Royal Family. Beams were caused in the Nash organization by the election of popular Earl H. McCarty to the presidency, succeeding Founder Charles W. Nash who became chairman. President McCarty joined Nash in 1922 as sales-manager, has worked close to Mr. Nash.

But what caused the most beaming of all was the constant stream of visitors to the Show. Unusually warm, springlike weather may have boosted the figures. But all exhibitors marveled when it became apparent that attendance was greater than in any year since 1927. How many cars were sold against last year cannot be known, but dealers agreed there was a greater "buying interest"--people who did not actually buy were willing to give their names and addresses for future sales-talks. And many a company reported actual sales gain. Among them was ever-sensational Auburn, reporting that for the first five days 81% more cars were sold than at last year's show, and Hudson, proud to say that during the first day it sold 300% more cars than during the entire 1931 Show. Aiding Hudson was a unique publicity stunt. At one swoop 1,207.500 telegrams were sent to persons owning Hudsons and Essexes or cars in similar ranges, urging them to visit the Hudson showrooms. The telegraphing was done by a special arrangement with Postal Telegraph-Cable, a master telegram being sent to about 700 cities, copied there for local distribution.

While these things were going on, sales organizations were being lunched and dined. Their leaders told them that in 1932 they should sell at least as many cars as in 1931 (i. e., 2,000,000 passenger vehicles). Speakers vigorously attacked the various additional taxes proposed for their industry. Leading attacker was of course the Industry's titular head, Alvan Macauley, president of Packard Motor Car Co. and of the National Automobile Chamber of Commerce. "If the motor vehicle had not been so completely necessary it would have been taxed out of existence long ago," he said. Then, more optimistically, he added: "The public is hungry for new things . . . our task as merchandising leaders is to ... bring about a return of public spending ... we must break down public fear and . . . get people to buy not just our own merchandise but anything that they can use to advantage. ... As people buy, they spread prosperity." Heartily applauded by the Industry for these sentiments was Motormaker Macauley, as well as for his company's aggressiveness. At the Show Packard broke its records with sales that were 600% better than last year. Contributing to the success were new models of the Standard Eight and the De Luxe Eight, also two new cars. These were the Twin Six, again established as leader of Packard's line, and the Light Eight at the record price of $1,750. Total Packard models offered were 41, not including of course Packard's famed individual custom cars.

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