Motor Fashions

Color variations will be the distinct factor in 1927 motor car models. The autumn wares of practically all manufacturers have now been set forth, and they show a surprising lack of mechanical modifications. Only a few of the 34 advertisements surveyed--for the most part they completely filled magazine or newspaper pages--emphasized mechanical features. Almost all stressed "new colors." The following, of the new models, have features which may be termed new: Buick. "The artistic upholstery and interiorware patterns in the beautiful new Fisher Bodies for 1927, were created especially for Buick . . . the finishes on the new Buicks are in Coronation tones, the year's smartest custom effects . . . for the first time a vacuum- cleaned crank case to protect closed car passengers from engine fumes." Cadillac. Five hundred color combinations, 50 body styles and types. Chevrolet has centralized throttle and spark control and automatic stop light on all closed models; brighter, more striking Duco colors; new motor mounting; new camshaft. Nash has refined motor, 25% more power, 23% faster accelerator, new instrument board. Oakland. "The rubber-silenced chassis"; new bodies, new Duco colors. Star offers "more power and superior quality . . . new body lines, new colors, new mechanical refinements." Studebaker stresses "The President"; "custom car without custom car cost." Stutz. Safety glass in all windows and windshield, with no extra cost; new braking system built by Timken; free "indemnity against loss of use resulting from theft." Fred E. Moskovicz, active, able president of Stutz Motor Car Co., returned from Europe last week. His weightiest statement was that his French consulting engineer and agent, Signor Bugatti, "the greatest automobile engineer in Europe," will produce a car twice as big as the Packard Eight. Its wheelbase will be 176 in., its speed 120 miles an hour. The Weyman Body Co. of London and Paris will build a factory at Indianapolis, Ind. Last week at least one newspaper of every large U. S. city carried a full page advertisement, whose streamer headline reads: HOW THE VISION OF ONE MAN revolutionized the trend, of American Automobile Design

Below was a large photograph of John North Willys, the "Little Napoleon" of the automotive business (TIME, June 28). He was posed telephoning at his office desk with an extra interoffice telephone and scattered papers denoting the tense executive. The advertisement was intended to convey the idea that Mr. Willys, for the present season, leads the trend of U. S. automobile fashions.

In some measure the impression is justified. Eighteen months ago his Overland Six introduced European designs into the U. S. motor car field. Last year his Willys-Knight Great Six, with Knight sleeve valves, extended the fashion. At the turn of this year came his "70" Willys-Knight Six, somewhat lighter, but of the same general design. Then two months ago the Overland "Whippet," smallest of U. S. cars, came on the market. When Henry Ford reduced his prices a month ago, (TIME, June 28) no one of his executives could be induced to admit the obvious facts--that his sales had fallen off, that production schedules were curtailed, that sales must be induced by the lowered rates. Last week Edward S. ("Playboy") Jordan, with his penchant for quips and his casual naming of noncompetitive motor car makers, remarked: "The barbers in Detroit hotels and the smoking room oracles are feeling sorry for Henry Ford. They think he is up against it. Strange how the crowd likes to hear that the rich man has to wiggle. Well, they said that about John Willys. Now look at the Whippet go. They thought Chrysler was a boob because he had no wheelbase two years ago. Who cares now? Of course, the business is just beginning. Five years from now would be a good time to start. There will be twice as many buyers then." Quipster Jordan feels that the business situation will be good the next six months.