THE STORY OF A GREAT DAY

e [Music] on the banks of the River Rouge in dearburn not far from Detroit stands the Ford plant Dynamic center of a great industry its silvered stacks and many roofs rise clean and sharp against the sky a Marvel of cleanliness and efficiency it is World famed for the quality of its product hundreds of thousands of visitors from all over the world go through it annually materials from Farm mine and Forest reach the plant by truck train and ship and each year more than a million automobiles are produced on November 6th 1936 for the first time in history the entire Ford dealer organization of more than 8,000 dealers visited this plant and as the climax of their inspiring visit saw Mr Henry and Mr edel Ford and the great new Ford V8 for 1937 weeks before stenographers began writing letters of invitation accommodations for nearly 9,000 dealers were arranged scores of chefs and hundreds of waiters were employed hundreds of Carpenters electricians and decorators were called into service buses from three states 300 of them were chartered all of this in preparation for the announcement of this great double feature program the introduction of the new car two new engines and a great merchandising campaign for 1937 simultaneously Four dealers of the United States and Canada receive word of this meeting and of a day with Ford at dearburn well how are we this morning huh just fine lovely morning isn't it mhm yes it is here file it you answer that tell them no oh boy look at this all the dealers are going to be guests of Mr Ford at debor all of them why that's wonderful Jeter must be thousands of them why are there's more than 8,000 of them say call the branch for me will you right away oh boy and I'll see the new cars too how about that call the branch how's it coming it's going through hey Ed where are you we're going to Dearborne and so on November 6th 1936 all roads lead to deerburn from the east from the south from the west and from the north Four dealers from the 36 branches serving the United States and a delegation from Canada and trained they are on their way for what has to prove the greatest as well as the most significant Gathering of Automotive men ever held in the industry from early Thursday afternoon until late Friday morning train load after train load of enthusiastic dealers pulled into the railroad yards at deerburn and Detroit each dealer arrived with a definite goal in mind we want to see that 307 Ford and we'd like to carry one home with us ah there is Mr J.R Walford of the Charlotte Branch won't you say something Mr Walford this is Jr wford from the pedmont belt of South Carolina upper portion of the state the boys had a great trip up and we all enjoyed it thanks to Mr Patterson management of the Ford Motor Company Charlotte Bry the Motor City extends a cordial welcome the early morning hour failed to dampen the spirit of enthusiasm and fun right p c hauling up trunk and again a brisk walk to the waiting buses a glimpse of Detroit thoroughfares and the great day is underway the long line of buses carrying the dealers to the state Fairground stretches for blocks turning through the Ford Gateway dealers are greeted with their first view of the elaborate preparations made for the morning Pro progam even the weatherman is in a welcoming mood on every side colorful Ford placards and Banners reflect the brilliant Sunshine of a perfect autumn day with a scr of pipes the Canadian delegation greets its fellow [Music] dealers the mammoth Coliseum in the State Fairgrounds is transformed into a gigantic Amphitheater surrounding its circular stage more than 100 ft in diameter the Universal Credit company gives each dealer a souvenir cane dealers from each branch occupy designated sections in full view of the stage and for this vast audience Mr Jr Davis outlines the new program for 1937 in recent years there have been two outstanding milestones in the course of our business one the introduction of the model A in 1927 the other the introduction of the V8 in 1932 our program for next year in my opinion is of more importance than the preceding two I say this because we have two V8 engines for 1937 one the present V8 greatly improved for maximum performance the other a smaller V8 engine designed for maximum economy in addition we have a car that is entirely new both outside and in we have a new braking system one that will permit you dealers to outperform any other car in the low price field we have a steering system that is entirely new we have a car that will permit you to demonstrate to any of your prospects from the standpoint of quietness economy Comfort steering or braking this together with a merchandising and an advertising campaign that is more comprehensive than any that we have had in the past few years should make 9 1937 not only a Ford year but one of the greatest in Ford history an inspiring address is given by Mr redel Ford president of the Ford Motor Company this company has had a great deal of experience in the course of its 33 years of manufacturing and one thing it has learned is that the principles on which it is founded are pretty sound and they wear well in all sorts of times they are strong enough and have lasted long enough to build up a great Independent Business which is profitable to hundreds of thousands of people in the present confusion of ideas these same principles continue to stand out as lighthouses guiding us into the channels of the future for a long time these principles have been known as the Ford ideal but it is not an ideal in the sense of being a mere Theory or something that can be expected only in the future it is an ideal that began to be realized from our very beginning it is a practical ideal it has made a car of which the public has bought 24 millions and of which it continues to buy more than 1 million a year we are all thinking very seriously these days about what we can do to help recovery in this country and I believe most of us have reached the conclusion that the best thing we can do as individuals is to handle our own job in the best possible way as Ford dealers you may always have in mind that every time you sell a car you are building up the National Recovery you are not only keeping tens of thousands of men employed directly in Ford Industries but hundreds of thousands in other Industries because we are one of the world's largest consumers of materials we deal with more than 6,000 suppliers when you slow down we slow down and when we slow down these 6,000 other concerns slow down every Ford dealer is a distinct factor in the economic setup it does not matter where your business is located nor whether it is great or small if you are a Ford dealer you have a vital Living Part in the distribution of real work real wages and real wealth throughout our whole country your job is one of which you may well be proud and then the introduction of the new cars [Music] [Applause] [Music] Ford has scored again let's see that car [Music] [Applause] [Music] say those two cars look enough alike to be twins your eyesight does not to see you but don't believe everything you see they are alike in size appearance Comfort safety and driving ease but they differ in price performance and economy the feton 85 horse power [Music] the deluxe Coupe 85 horsepower the club carret 85 horsepower [Music] the roader 85 horsepower the safety patrol band of the deerburn schools leads a parade of sales helps carried by the boys from the Henry Ford trade school over 250 of these boys are featured in the elaborate presentation of the 1937 car the morning's program closes with an address by Mr WC cing today marks an important Epic in the history of the Ford Motor Company It Is by no means the climax to its achievements but instead just one more step in its progress for over 33 years the Ford motor company has blazed a trail for the automobile industry and in so doing it has achieved what has been the Marvel of the entire civilized World always it has emphasized the Courage the faith and the confidence of its founder Mr Henry Ford as Ford dealers you know that every ideal of the Ford motor company has been Tau the making of progress this occasion gives you the opportunity to get the spirit and the feeli of this great institution you have had emphasized the merchandising tool for the coming year but the real significance should not be lost in The Dramatics of the occasion the finest tools ever made are ineffective in the hands of incompetent workmen a fine product deserves a fine merchandising organization never has the public been given more for its money than in this 19 19 37 product it represents not only the genius of a master engineer but as well the combined thought of the best minds of our organization it has never been the aim of the Ford Motor Company to follow someone else but always to improve upon the very best and then after most rigid tests this policy is your continuing guarantee of the greatest value for the lowest possible price the enthusiasm engendered here today is not only inspiring but it should be the great driving force during the coming year behind an intensive movement for volume s always remember that the force which enables you to succeed at one time is the same Force which will enable you to continue that success if you adhere to the same fundamental rules of thinking and so today in placing this product in your hands we do so with confidence in your ability to truly represent that product as well as the institution which produced it as businessman give all you have to your business and that business in return will give all it can possibly give to you so we wish you all possible success good luck which is another phrase for hard work and onward with Ford for 1937 there had been much food for thought in the exciting morning program here is food for well the Inner Man a c cafeteria complete with steam tables serves a square Meal hot and appetizing for the statistically minded food requirements for the meeting included 4,000 chickens broilers 2 tons of potatoes 50,000 rolls half a ton of butter and 10,000 quarts of coffee again those 300 buses are called into service this time to transport the dealers to Greenfield Village at durn in the meantime at the Ford Airport representatives of the press are greeted by Mr Henry and Mr edel for and the new cars are displayed for their closer inspection the Press is enthusiastic in its reception of the new product and is eager to carry the story of the choice of two engines to a waiting World they are eager too to photograph Mr Henry and Mr edford standing beside the new engines but Mr edford verses the usual order of things and after the Press photographers take his picture he takes theirs nearly 200 newspaper men are gathered to examine the new cars to inspect the new features and to flash the news to the nation's presses the story of the two new V8 engines one for maximum performance the other for maximum economy is is the greatest Automotive story of the year and the waiting world is anxious to hear it meanwhile the buses have arrived at the gates of Greenfield Village each carrying its load of enthusiastic and proud dealers proud for the ceremony to be performed before this rapidly Gathering throng will be their contribution to the day with the late afternoon sun tinting the Autumn Leaves the thousands of men converging upon a natural Amphitheater before a new addition to the Village makes a picture not soon to be forgotten for many months the Ford dealers have planned and labored to bring a windmill from its site in Cape Cod to the historic streets of Greenfield Village this ancient windmill said to be the oldest in the country was purchased by the Four dealers today they are to see the time honored Landmark as it is formerly presented to Mr Henry Ford the ceremony will be opened with a tuneful greeting sung by the children of Greenfield Village School and the presentation address will be given by Mr Stark hickey Ford dealer from [Music] Detroit are glad to you here to [Music] the name Ford is held in high esteem throughout the Civilized World profound respect and admiration for the founder of the Ford Motor Company and a sincere appreciation of its president not only as the able son of a distinguished father but in his own right the Four dealers of the United States and Canada to present you with this ancient Windmill and to express the hope that it may endure as an Evidence both of the initiative and permanence of honest American industry and as a symbol of the mutual respect and good will that may exist in this land between industrial Associates long after all of us here present today have vanished from this Pleasant scene thank [Applause] you yes thank you very much I'm sure you'll have a very pleasant evening before you thank you very much following the presentation of the windmill the dealers make a mass tour of the village the brick Schoolhouse where Henry Ford is a boy first studied mcguffy's readers attracted everyone the katwal cottage centuries old was brought over from England piece by piece and rebuilt in Greenfield Village thousands of the dealers admire the peaceful beauty of this ancient Cottage many recall Boyhood trips to a similar General Store on Saturday night the Clinton Inn moved to Greenfield Village from Clinton Michigan where for many years it welcomed weary Travelers hundreds pause to hear Gog and MOG strike the hour on the Bennett clock [Applause] [Music] others admire the peaceful scene of the Swani as she rests at her Moorings the Pastoral calm of the Martha Mar Chapel attracts thousands who pause in reverence before its classic Beauty the Martha Mary Chapel was erected as a memorial to Mrs Martha Bryant mother of Mrs Ford and to Mrs Mary Ford Henry Ford's mother a pleasant visit with momentos of the past draws to a close as the dealers again board the buses for a rapid trip back to the Coliseum where new Thrills are awaiting in the Dealer's absence the huge building has been transformed into a gigantic Banquet Hall where over 2 and A2 miles of tablecloth cover the hundreds of tables set with 56,000 pieces of silverware in a colorful and gay setting Fred wearing in his pennsylvanians provide music for the evening's entertainment which includes a Coast to Coast radio broadcast [Music] the [Music] [Applause] [Music] [Applause] [Music] today has been a most exciting day for all of us assembled here in Detroit in this enormous Coliseum at the Michigan State Fairgrounds more than 8,000 Ford dealers from all parts of the United States and Canada are gathered here for their introduction to the new Ford V8 for 1937 and this is a part of the day's festivities gentlemen tell the folks at home how do you like the entirely new appearance of the 1937 Ford V8 and and gentlemen how do you like the new Ford Easy Action safety [Applause] breaks and gentlemen how do you like the choice of two engine sizes one for maximum performance the other for maximum economy what do you think of that men and in the [Applause] meantime and back to the hotel that night for registration right about there 5700 dealers register in Detroit hotels while an overflow of 2500 Lodge in a Pullman City created for their comfort the production engineering and administ departments were well represented in Friday's program meetings but today they are in their element as hosts to the dealers the largest single group ever to tour the plants in addition Ford export officials and representatives from Ford plants in Canada South America and Europe are prominent among the guests having seen the new cars and trucks introduced and then produced the dealers are eager for a closer examination of the 1937 models no feature escapes their close scrutiny and the examination of each feature excites new enthusiastic Acclaim the 60 engine attracts them all but the Interiors are not neglected and cause much favorable comment and the roominess and comfort as well as its new styling will appeal to the feminine buyer Hey Brother shove over and give me a look this modern plant a model of efficiency attracts the attention of the 8,000 visiting dealers it is the home of the Lincoln and the Lincoln zeper as at the Rouge Plant the highest standards of precision and accuracy are followed in building America's Finest Motorcars and now the Rotunda that beautiful example of modern architecture becomes the scene of action for hours preparations have been underway to care for the dealers soon to pay it a visit bus after bus draws up to its entrance discharging its load of dealers they're hungry dealers too but that is what the preparations were made for like fellas the mural on the Rotunda walls look down on a scene they have never witnessed before as dealers fill its spacious holes and once again thousands are served in record fashion and here is one more thrill a new body style has been added to the Lincoln zeper models this graceful coupe the last word in modern [Applause] styling oh baby wouldn't I go to town of I had one of those I'd rather drive it than Jason so would I [Applause] well boys I see you're a long way from home you bet yes sir we're from Texas we'll make this trip again be as well entertain have this time what do you think of the new car I don't think I know this car will sweep the country how about you I'll have no trouble selling this car no sir I understand you're using Forge down there instead of horses on the round up now yes sir cuz I use them myself you don't have to Brand them either do you no sir how fast will they go just as fast as your conscience will let you drive uh-huh and how fast the count has let you driving oh 85 mil hour 85 mil an hour yes that's going time pretty fast what's your name my friend rer Motors Jersey City how many of these new fls you going to sell this year about 400 is that all well my population think all right how do you like this new car Mrs Ford you're a Ford dealer aren't you yes where are you from Mrs Ford pille Mississippi what do you think of this new Ford I think it's the grandest Ford grandest car Ford has ever built what do you think of this car Mr Reen I think it's the grandest piece of Machinery that Ford's ever built how many of these cars you going to sell this year Mr Ford well I don't know about uh 100 I suppose isn't that Splendid thank you very much where are you from K Tennessee where are you from Mr W delport Alabama you feel going to sell a lot of fors this year I certainly hope so how do you like that 1937 Ford the best thing on four wheels today which one of you Fells going to sell the most cars I think I'll beat Mr W see the result ahuh well Mr D I suppose that you'll sell your share of this 1,300,000 fors that we're going to be sold this year Well if we don't well it'll be our own fault and Mr herback what do you think of this car we're we're going to have the finest job I think we've ever done before in our history but a wonderful car we had this year and Mr Dum I know you like it yes I do I need to tell all of my girlfriends to have one to good night Lon what part of Canada do you come from boy where from Ontario you think the 19 37 Ford is going to go over in Canada I should say so just wait till we show them you think it's a good-looking car I and Thrifty too where you from gentlemen we're from what do you think of the 1937 for I think it's a wonderful car well what do you think of the 19374 who me I think it's the greatest car I ever built you agree with that boys we we sure do well boys I see you're from Atlanta yes sir Atlanta Georgia that was a long trip do you think it was worth it I said worth yes sir you bet the greatest show we've ever seen certainly puts us on the spot to sell these 1937 vles Doug what do you think of our quara this year of a, 300,000 cars boy with this new product Mr Ford's given us this year we'll sell a mil 500,000 and so is Born the determination to translate the inspiration of a great day with Ford into months and years of achievement a