Word: fording
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Dates: during 1930-1939
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Until 1928 when Plymouth was first marketed, Ford and Chevrolet had the low-priced field pretty much to themselves. Under B. Edwin Hutchinson, Plymouth board chairman and Chrysler vice president & treasurer, Plymouth has on at least one occasion pressed Ford hard for second place in the Big Three's race. And even last year Plymouth lost less ground to Ford than did Chevrolet. More notable, the man who has multiplied Plymouth's sales by five is one of the few crack motormen who did not rise from the bench. Mr. Hutchinson is primarily a financial man, having raised...
...Force. It is not surprising that Chevrolet could best Mr. Ford selling a six against a four (Model A). Yet Mr. Ford, selling an eight against Plymouth and Chevrolet sixes, has considerable difficulty in even holding his own. Messrs. Coyle and Hutchinson certainly do not reciprocate Mr. Ford's indifference to competition but they are by no means in mortal terror of the Man of Dearborn. What they fear, if anything, is a new force evident in Ford merchandising. And that force is powered by Edsel Bryant Ford, 41, heir-apparent to the last and greatest personal empire...
...Ford advertising and promotion have always been spasmodic, and Ford dealers have usually been treated as a necessary evil. But in the past few years dealers' commissions have been boosted. Ford's advertising appropriation of about $8,000,000 in 1934 is supposed to have been boosted for 1935. Last year Ford sent a big exhibit to the second edition of the Chicago World's Fair and last week Ford sent Edsel to the Show in Manhattan, where he nervously munched cough drops through various salesmeetings. But the most impressive sign of Edsel's growing power...
...Henry Ford will be 72 next July. A lean, lonely figure roaming through his museum or fiddling with his old music boxes, he has lived five years of Depression without apparent change. He is trying to decentralize the vastest concentration of industry the world has ever seen by establishing small accessory plants in rural districts where workers can live on the land. He and his lady are seen more frequently at Detroit social functions. His spat with the Administration over his stubborn refusal to sign the Automobile Code is forgiven & forgotten...
...when Henry Ford steps to a drawing board or tinkers with a Ford part the years drop away from his thin shoulders, and he seems a different person from the aging man who has an earthy platitude for every interviewer. Ruralist and antiquarian though he has become, the Henry Ford who in 1934 laid out $20,000,000 for plant expansion when Big Business was shivering for reassurances or who boldly announced that he would spend nearly $500,000,000 for wages and materials in 1955, is the Henry Ford who motorized...