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Contact. Contact. Motovise. Motovise. Motovise in Vereeniging offers vehicle trade-ins for used vehicles in mint condition. Get in touch with us today to find out more. Ford’s mass production techniques were quickly adopted by other American automobile manufacturers. (European automakers did not begin to use them until the 1930s.) The heavier outlays of capital and larger volume of sales that this necessitated ended the era of easy entry and free-wheeling competition among many small producers in the American industry. The number of active automobile manufacturers dropped from 253 in 1908 to only 44 in 1929, with about 80 percent of the industry’s output accounted for by Ford, General Motors, and Chrysler, formed from Maxwell in 1925 by Walter P. Chrysler. Most of the remaining independents were wiped out in the Great Depression, with Nash, Hudson, Studebaker, and Packard hanging on only to collapse in the post-World War II period. The Model T was intended to be “a farmer’s car” that served the transportation needs of a nation of farmers. Its popularity was bound to wane as the country urbanized and as rural regions got out of the mud with the passage of the 1916 Federal Aid Road Act and the 1921 Federal Highway Act. Moreover, the Model T remained unchanged long after it was technologically obsolete. Model T owners began to trade up to larger, faster, smoother riding, more stylish cars. The demand for basic transportation the Model T had met tended increasingly in the 1920s to be filled from the backlog of used cars piling up in dealers’ lots as the market became saturated. The remaining innovations—the automatic transmission and drop-frame construction—came in the 1930s. Moreover, with some exceptions, cars were made much the same way in the early 1950s as they had been in the 1920s. To meet the challenges of market saturation and technological stagnation, General Motors under the leadership of Alfred P. Sloan, Jr., in the 1920s and 1930s innovated planned obsolescence of products and put a new emphasis on styling, exemplified in the largely cosmetic annual model change—a planned triennial major restyling to coincide with the economics of die life and with annual minor face-liftings in between.

The goal was to make consumers dissatisfied enough to trade in and presumably up to a more expensive new model long before the useful life of their present cars had ended. Sloan’s philosophy was that “the primary object of the corporation … was to make money, not just to make motorcars.” He believed that it was necessary only that GM’s cars be “equal in design to the best of our competitors … it was not necessary to lead in design or to run the risk of untried experiments.”

Thus engineering was subordinated to the dictates of stylists and cost-cutting accountants. General Motors became the archetype of a rational corporation run by a technostructure.

As Sloanism replaced Fordism as the predominant market strategy in the industry, Ford lost the sales lead in the lucrative low-priced field to Chevrolet in 1927 and 1928. By 1936 GM claimed 43 percent of the U.S. market; Ford with 22 percent had fallen to third place behind Chrysler with 25 percent.

Although automobile sales collapsed during the Great Depression, Sloan could boast of GM that “in no year did the corporation fail to earn a profit.” (GM retained industry leadership until 1986 when Ford surpassed it in profits.)

The automobile industry played a critical role in producing military vehicles and war matériel in the First World War. During World War II, in addition to turning out several million military vehicles, American automobile manufacturers made some seventy-five essential military items, most of them unrelated to the motor vehicle. These materials had a total value of $29 billion, one-fifth of the nation’s war production.

Because the manufacture of vehicles for the civilian market ceased in 1942 and tires and gasoline were severely rationed, motor vehicle travel fell dramatically during the war years. Cars that had been nursed through the Depression long after they were ready to be junked were patched up further, ensuring great pent-up demand for new cars at the war’s end.