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1939 AUTO-RADIO OUTLOOK OPTIMISTIC
Increased buying power and demand for auto radio sets seen by industry leaders — New sets offer more per dollar
Motorola's 9-24 mounts on dash, has separate speaker and P. B. tuning.
Boost-o-matic model by Motorola features extreme sensitivity.
Mechanical push-button tuning and low cost are featured in RCA model.
Auto-radio sales for 1939 promise to exceed those for the previous year, if the upturn in business conditions and the increasing sales of automobiles are the slightest indication.
While an increasing percentage of sales are being made by the automotive dealers, the radio dealers still have the edge on the motor car outlets. First of all, the radio industry has introduced some strikingly new ideas; second, radio dealers can offer a greater choice of models over a wider range of prices; finally, the radio dealers have a better knowledge of the product from the sales angles and are in a better position to properly install the -receiver.
"With both new and used automobiles selling in substantially greater volume this year, radio dealers should look forward to selling more auto radio receivers in 1939 than last year," states Henry C. Bonfig. Comm'l Vice-Pres. of ECA.
Aggressive promotion by RCA
"Accordingly, RCA-Victor plans to promote the sale of its line of auto radio models aggressively during the coming year.
"Because of the yearly obsolescence of panel plates for each make of car. all our receivers this year are designed for installation under the edge of the instrument panel. This de
The 1939 Plymouth lady flicks a finger on her car's dashboard, and, presto! one of six stations answers the radio call in a flash.
cision is based on several outstanding advantages," Mr. Bonfig explains. "Some of these are as follows:
"1. They fit any make of car.
"2. They cost less to install.
"3. The manufacturer is able to give the car owner more radio for less money.
"4. Permits use of mechanical push-button tuning.
"5. The sets may be transferred easily to other cars when purchased."
P/iifco predicts all-time high
From Philco's vice-president Sayre Ramsdell comes an even more optimistic outlook. "Auto radio sales should hit an unprecedented highwater mark for 1939, because public acceptance of the auto radio has reached the point where it is considered as necessary to comfort and entertainment as the radio in the home.
"More and more motorists are progressively becoming more conscious of the full advantages of auto radio. Because the automobile has come to be called the second American home, there exists a billion-dollar market in this field, and a very fertile one for dealer enterprise.
"For one thing," continued Mr. Ramsdell, "the development of superior tonal quality and mechanical efficiency have taken auto-radio completely out of the gadget class. With car owners beginning to feel that auto radio is a necessity, with a tremendous market for auto radios in the used car market, 1939 figures will prove that auto radio has become another American institution."
Speaking only in terms of sets sold by radio dealers, Ross Siragusa, President of Continental, manufacturer of Admiral sets, states, "It is my
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Radio Today