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Out and Home. By "The Extractor."

28th March 1912, Page 14
28th March 1912
Page 14
Page 14, 28th March 1912 — Out and Home. By "The Extractor."
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Which of the following most accurately describes the problem?

There isn't any 11.50 to Birmingham, Sir," was the reply given to a gentleman who had driven up to Euston, and whose car was still throbbing at the main entrance to that station. He heard the now familiar story. All the famous twohour trains from Euston to Birmingham have been suspended. The 2.45 p.m. would make a. start, but when it would arrive no one could guarantee! One eagle glance followed, and then, after a momentary mental calculation, he turned to his chauffeur and said, " Pump up those tires, John."

The appearance of the word " Agrimotor " in connection with the account of a motor-ploughing test by one of Marshall's agricul. tural motors in last week's issue— as well as in connection with other reports concerning this class of machine—opens the floodgates of reflection. T do not know, at the time of writing, if this abbreviated name has been applied by Messrs. Marshalls themselves, or if it is merely a brain-wave on the part of this journal's editorial staff. [It was a " CM." brain-wave.—En.] Ti any case, to my mind the move is a right one. Names must he impressive, but they must also trip off the tongue. In the present instance three syllables have been dispensed with, yet the meaning of the word is clearly indicated. A name is now wanted to designate the threewheeled commercial vehicle which is establishing itself so rapidly. The word " A intocarrier " is, of course, a good one, bat it is. I believe, registered by the makers for whom F. B. Gooachild and Co., Ltd., is the selling agent. Other makers of this type of machine are coming along, and a more concise description than " motor-tricycle carrier" must be found. There are plenty of alternatives ; I shall be happy to have any good suggestions on this subject.

This question of nomenclature is quite an interesting one. We have, through some years of familiarity, become aceestotned to the " to " C.A.V." and to the " F.I.A.T.," but when it conies to remembering that a Teutonic street-sweeping machine has to be connected with

T think it is " running the thing into the ground," as the phrase goes. My point is, that such multiplicity of letters does not trip off the tongue, nor are they remembered. Their value is therefore lost. Now, I will take a case that comes to my mind, and I hope to be forgiven for calling attention to it. A very excellent vehicle is marketed by the old-established engineering concern whose name I give immediately below. Well, I have noticed on the streets one of their demonstration vans going hither and thither, and when it is at a standstill you Can read on it the following words:" The Consolidated Pneumatic Tool Co., Ltd., Demonstration Delivery.Van," but the advertising value of that van in the streets is, to nay way of thinking, completely lost, and that name, even in the columns of a paper, is unlikely to be remembered. Better far, if I may be excused for saying so, to adopt a inade-up name for popular use. Take, for example, a few names which are familiar to all of us: " COI111111'1' Cars," " Karrier Cara," " Lacre "(it is forgotten by most of us that this is a contraction, or Long )icre), " Berna," " Halton'," and " Faransure," to mention no others. There are, of course, heaps of further examples, but these made-up names will suffice to illustrate my point, namely, that it is desirable to popularize a short name, even if it have to be assembled. Another illustration inevitably occurs to me. Some of those who were in the commercial-motor movement, early will call to mind that a paper was in existence en titled " The Automobile Commercial Vehicle Review." Now, in those early days I often asked people whom I met what was the full title of that periodical, but I never actually found anybody who could remember it. I have gone into this subject at a length which is unusual for me, but I have done so with the one object of trying to bring home the futility of using names and initials with which it is next to impossible to become familiar. It is, I feel sure, well worth while to devote some care and thought to this question. [Our readers will remember that we have often in the past inveighed against this regrettably unimaginative and kindergarten habit. For instance, in an editorial dated the 27th or April, 1911, we instanced 6c odd examples of proprietaq articles which it was sought to advertise solely by means of such uninformative titles.—En.] The coal strike " drags its slow length along," but once more, as I write these lines, there seems to be a lift in the clouds, and " Hope, the Charmer" takes the floor again. Now that I have written that sentence it looks very much like an Irish bull, and it reminds me of the excellent little book written by everybody's friend in the motor world, Mr. J. B. Percy, and published at the nimble shilling by his own firm, Macredy, Percy and Co., Ltd. This book is entitled, "Bulls, Ancient and Modern," and is really entertaining, and I am sorry I have no space for any examples. But let me see. I was writing of the strike, and it is a relief to forget it for a little while, the subject so completely surrounds us. I am of opinion that once the strike is over it will not be found to have harmed the commercial-motor trade, except possibly the steam-vehicle side. Increased fuel cost must undoubtedly militate against the advancement of such vehicles. The internal-combustion-engine side of the business, on the other hand, will feel the benefit of this unrest, because attention in a most practical way is called once more to its possibilities. The coming railway strike, too, which, according to all accounts, is to be with us in a couple, of months, will again help the business vehicle movement. -Manufacturers and distributors will he convinced, and nothing will convince them more completely, that. they must depend largely on their own individual modes of transport. I have become a convert in my own humble way.

have now on order a 10-12 h.p. Belsize, which I hope will be useful in making me at times independent of the railway on some of my business journeys—" out and home."

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Locations: Birmingham, Euston

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