Their numbers are thinning with each day. Buyers are learning how to buy. The majority will consider quality and buy the biggest dol-lar's worth of quality. If, therefore, you discover what will give this 95 per cent. of people the best all-round service and then arrange to manufacture at the very highest quality and sell at the very lowest price, you will be meeting a demand which is so large that it may be called universal.This is not standardizing. The use of the word "standardizing" is very apt to lead one into trouble, for it implies a certain freezing
of design and method and usually works out so that the manufacturer selects whatever article he can the most easily make and sell at the highest profit. The public is not considered either in the design or in the price. The thought behind most standardization is to be able to make a larger profit. The result is that with the economies which are inevitable if you make only one thing, a larger and larger profit is continually being had by the manufacturer. His output also becomes larger--his facilities produce more--and before he knows it his markets are overflowing with goods which will not sell. These goods would sell if the manufacturer would take a lower price for them. There is always buying power present--but that buying power will not always respond to reductions in price. If an article has been sold at too high a price and then, because of stagnant business, the price is suddenly cut, the response is sometimes most disappointing. And for a very good reason. The public is wary. It thinks that the price-cut is a fake and it sits around waiting for a real cut. We saw much of that last year. If, on the contrary, the economies of making are transferred at once to the price and if it is well known that such is the policy of the manufacturer, the public will have confidence in him and will respond. They will trust him to give honest value. So standardization may seem bad business unless it carries with it the plan of constantly reducing the price at which the article is sold. And the price has to be reduced (this is very important) because of the manufacturing economies that have come about and not because the falling demand by the public indicates that it is not satisfied with the price. The public should always be wondering how it is possible to give so much for the money.
Standardization (to use the word as I understand it) is not just taking one's best selling article and concentrating on it. It is planning day and night and probably for years, first on something which will best suit the public and then on how it should be made. The ex-act processes of manufacturing will develop of themselves. Then, if we shift the manufacturing from the profit to the service basis, we shall have a real business in which the profits will be all that any one could desire.
All of this seems self-evident to me. It is the logical basis of any business that wants to serve 95 per cent. of the community. It is the
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logical way in which the community can serve itself. I cannot comprehend why all business does not go on this basis. All that has to be done in order to adopt it is to overcome the habit of grabbing at the nearest dollar as though it were the only dollar in the world. The habit has already to an extent been overcome. All the large and successful retail stores in this country are on the one-price basis. The only further step required is to throw overboard the idea of pricing on what the traffic will bear and instead go to the common-sense basis of pricing on what it costs to manufacture and then reducing the cost of manufacture. If the design of the product has been sufficiently studied, then changes in it will come very slowly. But changes in manufacturing processes will come very rapidly
and wholly naturally. That has been our experience in everything we have undertaken. How naturally it has all come about, I shall later outline. The point that I wish to impress here is that it is impossible to get a product on which one may concentrate unless an unlimited amount of study is given beforehand. It is not just an afternoon's work.
These ideas were forming with me during this year of experimenting. Most of the experimenting went into the building of racing cars. The idea in those days was that a first-class car ought to be a racer. I never really thought much of racing, but following the bicycle idea, the manufacturers had the notion that winning a race on a track told the public something about the merits of an automobile--although I can hardly imagine any test that would tell less.
But, as the others were doing it, I, too, had to do it. In 1903, with Tom Cooper, I built two cars solely for speed. They were quite alike. One we named the "999" and the other the "Arrow." If an automobile were going to be known for speed, then I was going to make an automobile that would be known wherever speed was known. These were. I put in four great big cylinders giving 80
H.P.--which up to that time had been unheard of. The roar of those cylinders alone was enough to half kill a man. There was only one seat. One life to a car was enough. I tried out the cars. Cooper tried out the cars. We let them out at full speed. I cannot quite describe the sensation. Going over Niagara Falls would have been but a pastime after a ride in one of them. I did not want to take the responsibility of racing the "999" which we put up first, neither did Cooper. Cooper said he knew a man who lived on speed, that nothing could go too fast for him. He wired to Salt Lake City and on came a professional bicycle rider named Barney Oldfield. He had never driven a motor car, but he liked the idea of trying it. He said he would try anything once.
It took us only a week to teach him how to drive. The man did not know what fear was. All that he had to learn was how to control the monster. Controlling the fastest car of to-day was nothing as compared to controlling that car. The steering wheel had not yet been thought of. All the previous cars that I had built simply had tillers. On this one I put a two-handed tiller, for holding the car in line required all the strength of a strong man. The race for which we were working was at three miles on the Grosse Point track. We kept our cars as a dark horse. We left the predictions to the others. The tracks then were not scientifically banked. It was not known how much speed a motor car could develop. No one knew better than Oldfield what the turns meant and as he took his seat, while
I was cranking the car for the start, he remarked cheerily: "Well, this chariot may kill me, but they will say afterward that I was going like hell when she took me over the bank."
And he did go.... He never dared to look around. He did not shut off on the curves. He simply let that car go--and go it did. He was about half a mile ahead of the next man at the end of the race!
The "999" did what it was intended to do: It advertised the fact that I could build a fast motorcar. A week after the race I formed the Ford Motor Company. I was vice-president, designer, master mechanic, superintendent, and general manager. The capitalization of the company was one hundred thousand dollars, and of this I owned 25 1/2 per cent. The total amount subscribed in cash was about twenty-eight thousand dollars--which is the only money that the company has ever received for the capital fund from other than operations. In the beginning I thought that it was possible, notwithstanding my former experience, to go forward with a company in which I owned less than the controlling share. I very shortly found I had to have control and therefore in 1906, with funds that I had earned in the company, I bought enough stock to bring my holdings up to 51 per cent, and a little later bought enough more
to give me 58-1/2 per cent. The new equipment and the whole progress of the company have always been financed out of earnings. In 1919 my son Edsel purchased the remaining 41-1/2 per cent of the stock because certain of the minority stockholders disagreed with my policies. For these shares he paid at the rate of $12,500 for each $100 par and in all paid about seventy-five millions.
The original company and its equipment, as may be gathered, were not elaborate. We rented Strelow's carpenter shop on Mack Avenue. In making my designs I had also worked out the methods of making, but, since at that time we could not afford to buy machinery, the entire car was made according to my designs, but by various manufacturers, and about all we did, even in the way of assembling, was to put on the wheels, the tires, and the body. That would really be the most economical method of manufacturing if only one could be certain that all of the various parts would be made on the manufacturing plan that I have above outlined. The most economical manufacturing of the future will be that in which the
