American Cars Arouse Interest In London's Big Motor Show

The New York Times
November 19, 1922

No Discrimination Against Buying Cars Made Here, Says H. H. Rice, Cadillac Company's President, Returning From European Survey.

Bringing back reports of a substantial improvement in British motor trade conditions and the prospect of a greater sale abroad of American cars during the coming year, H. H. Rice, President of the Cadillac Motor Car Company returned last week from a two months' survey of the chief automobile centres in England, France and Belgium. He visited the Paris show and had two or three days to inspect the big London show at Olympia and White City, which opened Nov. 3.

A brief talk with Mr. Rice just before he left for Detroit gave the impression that while he was deeply interested in the large attendance and great variety of models displayed at the London show, the factor of prime importance was that the well known English makers have not only been able to maintain their plants during the trying readjustment period since the war, but that they have gone boldly ahead in the designing and building of new types of cars with a confidence that there will be ready buyers for the supply.

"The small car, of ten-horse power or under, was the outstanding feature of the London show," said Mr. Rice. "It was also the big feature of the Paris show. In England the small car has been particularly well developed. A few are of the two cylinder type, but the majority are fours and there are some sixes. Some sell for less than $1,000 and from that they run up to $1,500. They are particularly well adapted to English motor conditions where excellent roads prevail in practically all parts of the country, but the majority are doubtless used within the limits of the large cities. It is hardly likely at present that the English small-type car would be popular here, and while their price is low for home buyers, they could not compete with our low-priced cars.

"These small cars are replacing the old-time cycle car and they are very numerous in London and the suburbs. There is no question that they are selling well and the English makers are preparing for a greatly increased market during the coming year. The general reduction in prices, due mainly to the rising exchange, has had a helpful effect upon sales. While virtually all of the big concerns are putting out one or more small-car types, there has been no deterioration in the quality of their high-priced cars, and the London show had many magnificent models of the best engineering work and body building in England."

Mr. Rice said he was impressed with the increasing tendency towards battery ignition in contrast to the magneto, and another factor was the growing popularity of the centre control, which is also modifying the body design.

While the high duty imposed by England upon American cars, 33 1-3 per cent., and in France 45 per cent., gives the imported car to those countries a price double or slightly more so than here, Mr. Rice said that the sale of moderate priced American cars is increasing, and he expects that next year will show a big improvement over the present. There is no apparent national sentiment, he said, either in England or in France, against the purchase of the American car, provided it suits the buyer, and there are many features of the American small car that appeal favorably to the foreigner. The high speed engines with which the small English cars are equipped are highly satisfactory at fair speed, but at low speed the results are not always so good.

Despite the high price of the Cadillac, which with duty and freight charges makes the value of the touring car in England about $5,000, Mr. Rice said that they were popular enough abroad to show a satisfactory sale condition. The Cadillac, with the other makes of the General Motors Corporation, including the Buick, Oakland, Chevrolet and Oldsmobile, were in the London show, and among other American makes were the Packard, Paige, Jewett, Dodge, Studebaker, Case, King, Hudson and Oakland. The Packard had the distinction of being the only make to show a twelve cylinder model. In the French show the Italian Fiat displayed a twelve-cylinder model, but in the London show its feature was the new six-cylinder "sports" model. Of the eight or nine eight-cylinder makes in the London show two were American—Cadillac and King.

A brief résumé of the London show as provided in the London dailies leaves no doubt of the general healthy condition of the British motor industry and its determination to add a few inches in the next few months to its industrial stature. The two big buildings in London had exhibits from 556 car and accessory concerns, the different makes of car being 160 or more. Of those selling for $2,500 or less there were no less than 120 different makes, there being one at £100 and one at £150. Four cylinders was the dominant engine type.

"For cheap small car construction the small four-cylinder water-cooled engine is gaining ground against the two cylinder air-cooled power plant,0 said one writer. "Electrical engine starters are furnished to most of the smaller cars, there being very few by established builders with a hand-starting gear."

It is rather surprising to note the large number of engine-type models turned out by some makers. Take the Daimler, for instance, which shows in its 6-cylinder Daimler models, cars of 12, 16, 21, 30 and 45-horsepower, while in the small Daimler, known as the B. S. A., there is a 10-horsepower 2-cylinder, 11-horsepower 4-cylinder and 12-horsepower 6-cylinder. The last named sells for £450 as against £550 for the Daimler 12-horsepower. The 45-horsepower is the highest priced, £1,275, these being chasis prices.

In a comment on American car prices a writer in the Daily Telegraph says:

"As far as I can judge, the difference in cost of assembling of identical chassis parts in the United States of America and Manchester is £25. That is to say that the Willys-Overland chassis, imported complete into England, plus carriage and duty, costs here £230, while the British built touring chassis (modèle de luxe) costs £255, assembled at the Willys-Overland-Crossley works at Manchester. But as this latter, fitted with a British-built all-weather five-seated body, only costs £365 complete, a sedan £395 and a traveler's brougham £290, I do not think one need worry over the labor question here."

The Dodge business coupe, selling in London for £395, and the sedan, with its steel body, at £465, made a very favorable impression. The Cadillac, Packard, Buick, Paige and King cars apparently aroused general interest. All of the General Motors exhibits came from the Canadian factories. In referring to the Buick, the following statement was made:

"The Canadian factory has taken European coach work models and improved upon them with fittings such as foot-warmers and the like, to add to the passengers' comfort. Then there is the 18.9 horsepower Oakland six-cylinder, with a standard touring body, for £390, and an English-built one for £440, or £420 for the two-seater. And, besides these, there is the 21.7 horsepower four-cylinder Chevrolet, the touring car de luxe, costing only £265, and a five-seated saloon £375, while the ordinary standard Chevrolet is still less expensive at £230. But for the present horsepower road tax and the 22 7-9 per cent. ad velorem duty on these Canadian cars, the British motor car manufacturer would have to face an overwhelming competition against cars which offer so much value for so little money.