Description
Black and white 10″ x 14″ ad that is for the General Motors Company. This ad has a drawing of a large Lighthouse on a windy night, shining a light that has the message “Plainview Pricing” in it as the headline for this ad says “How To Dispel the Fog about new car delivered prices”. The ad then says that “It’s easy to understand why a new car costs more at your door than at the factory where it’s made. It has to be shipped to you, for one thing – you may have state or local taxes to pay, for another – and possibly you’ll want certain special accessories or equipment. But knowing all that, don’t you sometimes still wonder how delivered prices reach the figures that are quoted to you? The reason for that is really simple, too. Most folks want to get as much for their old car in trade as they possibly can. That’s what brought about the ‘pack’ – an extra unexplained amount added tp the delivered price of the new car to provide leeway for a larger trade-in allowance on the old. This may make you think you are getting a better deal – though actually you may pay out more money in the end for the new car. General Motors dealers believe you have a right to know exactly what you get for what you pay. That’s why you find price charts in their display rooms, that list all items in the delivered price. These charts show the charge for the car itself, the charge for transportation, based on rail rates, the dealer’s charge for optional equipment or accessories you may elect to buy. Add them together and you get the total delivered price. Subtract what you are offered for your old car, and you have the money difference the new car costs you in cash. You find all the ‘fog’ cleared away from delivered prices and you can measure value by the new-car price, not by what you’re offered for your old one. Why don’t you ask the nearest General Motors dealer to tell you more about ‘plainview’ pricing”.
Source: May 13, 1940 Life magazine.
