Cadillac 1937 LaSalle VVI Information page 46

CADILLAC FOR 1937
The Cadillac 1937 program is marked by the most
complete market coverage ever achieved by the
Cadillac Motor Car Company. For the first time
Cadillac-La Salle completely covers all price groups
from $900 arid up. This has been accomplished by
a marked reduction in the L a Salle price and the in-
troduction of new lines of cars.
During the forthcoming year, over a half million
people will purchase cars in the price groups which
Cadillac-La Salle now cover. This indicates the size
of the market from $900 up which we are now in a
position to dominate.
It is actually felt that the unit sales of our 1937
cars should be at least three times as much as those
of the 1936 line. Of particular importance to you
is the fact that this possibility of increase exists in
every locality, regardless of size or population. Each
salesman's, dealer's or distributor's success depends
upon his own individual activity in connection with
the 1937 program. New merchandising methods will
be needed because of La Salle's lower price. Not
only will this new market require different mer-
chandising tactics than we have ever used before,
but it will bring us more directly within the range
of additional competitors. If our merchandising
methods are correct, this should cause us no concern,
because our product represents the highest dollar
value that Cadillac has ever offered.
The return of L a Salle to the V-Type Engine en-
ables us to make a strong mechanical presentation
on every line. Interiors have been improved and
mechanical advancements are also noteworthy. No
other salesman has at his command such powerful
sales arguments based on economy, performance and
luxury as the Cadillac-LaSalle salesman for 1937.
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