European Motoring

Competition Abroad, and the Outlook for 1926

JOHN PRIOLEAU

IT IS a commonplace, I suppose, It say at the beginning of a fresh year, that the succeeding twelve months are certain to make their mark in automotive history. Every year naturally gives us a little more than its predecessor. Yet I think that 1926 will be remembered in Europe as the year in which competition between nearly every grade of manufacturer rose to its keenest pitch. While 1924 and 1925 will probably be best remembered, both in England and France, for low prices (though not necessarily for maintained quality) I think that 1926 will head the list for desperate international competition.

It falls to my lot to try out all sorts and conditions of cars during the year, and although I have not yet driven many of the newest models, it is pretty certain that a serious war will verysoon be raging between the makers or England, France, Italy, Austria and, to a lesser extent, Germany. Up till now (since the war) each European country has made its cars practically for its own local conditions—Italy alone providing a possible exception. France has continued her particular policy of manufacture, which implied great solidity and, except in the higher-priced classes, very indifferent finish. England, one of the greatest if not actually the greatest of European carbuying countries, was making so many of her own, at prices which defied competition when the duty was taken into consideration, that until now it seemed scarcely worth while attacking her industry. Besides, the car buyer in England wanted something far better finished and more refined in action than anything which I think France could supply at the price. Austria has only just got into her stride in sending cars over here, but she promises to prove an awkward customer for certain English firms to deal with. Germany is still in the corner, with the other bad children of Europe, and, although she will no doubt be able to produce a large number of sound machines at competitive prices when it seems good business to do so, her ruling prices at present, to saynothing of the dislike evinced by the very great majority of the Allied countries for her products, put her out of serious consideration for the time being.

Now, I notice, all or nearly all the new cars which are being imported from the Continent are conforming very nearly to the English standards. Italian cars have, of course, always been celebrated for their exquisite finish and, for the most part, for their more or less "international" design, by which I mean that a car built to spend its life in the Alps was usually equally satisfactory in the plains of France or on the twisting, hilly little roads of old England. But, apart from that, I was particularly struck with the fact, at the Motor Show, that Italian makeis are turning out what seems to me to be just about the right size and power of car for this country. Prices are highly competitive. For example, there is just about $300 difference between a verv famous Italian and a very famous English light car, with about the same performance, but with a considerable discrepancy in finish—in favour of the Italian. Further up the scale where vou reach prices like £500, £600 and £700 the competition becomes keener still.

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Much the same can be said of the French cars which are braving the duty and coming over in considerable numbers. Better coach work, better equipment, better finish throughout are a marked feature of the latest models, and I notice that more deference is being paid to the Englishman's dislike of unnecessary noise. Some of the new French cars are unusually quietrunning. Again, the Austrians are making a very efficient attack on the £500-and-under class of British car. You can buy today a light Austrian six, of about a litre-and-a-half capacity for less than £500, complete with an excellently made touring body and the highest class of equipment. In fact the Austrian firms which are represented over here appear to be making a special point of not following the German practice of what might be called self-stabilization of prices. A German car costs in London or Paris or Rome exactly what it would cost if the exchange were normal. An Austrian car is sold over here at a certain profit but no attempt is apparently made to make huge profits out of the exchange. The result is that a German car is one of the dearest you can buy, while the highest class of Austrian is one of the cheapest—and there are far more Austrian cars about on the roads than German.

All these conflicts are in the highest degree beneficial to the buyer, and while one may deplore the necessity for the stricken English industry once more to get up and fight another long round against heavy odds, in the long run everyone will benefit. In the meantime this is a very good time for Americans who are going to motor through Europe this spring and summer to think about buying cars over here in which to do it. The highest value yet known is being offered.