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Missing Our Markets

28th March 1952, Page 28
28th March 1952
Page 28
Page 28, 28th March 1952 — Missing Our Markets
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Which of the following most accurately describes the problem?

WHAT is the reason for the paucity of British vehicles at the Geneva International Motor Show? Admittedly, the few makers who are exhibiting have staged a fairly representative selection of their products, but, if anything, these serve to call attention to the absentees. Was it that other makers were too late in coming to a decision and had allowed numerous German concerns to take many of the _best stands?

The authorities at Geneva may be said to put their hearts into their 'annual exhibition and do their utmost to attract many buyers from all over the world, some at least of whom may have missed the corresponding shoWs at Brussels and Amsterdam.

Except for certain special types, it is not to be expected that we can sell many commercial vehicles in Switzerland itself, for the Swiss have their own makers of excellent chassis and bodies, but it is an important commercial centre. Apart from this, we have " lost face," whilst the Germans, Austrians and others have gained prestige and their representation is almost overpowering. • We must not try to live on our laurels, for there is no doubt that many of the German products are not only good, but cheap, whilst their finish is first class, and the manufacturers appear to be able to give, or at least to promise, early .delivery. We congratulate the few important British makers who have had the courage and business acumen to display certain of their products, but these are mostly medium-capacity goods vehicles, light vans and utility models. There is a notable absence, with one exception, of the fine passenger chassis and handsome, durable bodywork of which we could justly have been proud, particularly as much of the foreign representation is comprised of . coaches and buses. Some of these possess most interesting features.

With our need for export more serious than ever, every opportunity should be taken of pressing our wares upon potential buyers overseas, who may become increasingly intrigued by the vehicles they see and fail to appreciate the merits' of those that are absent.

• Whether the almost general attitude adopted towards exhibiting at this Show was encouraged officially or was the result of individual opinions, we consider that a -mistake has been made. We quite understand that it would be unwise to encourage sales abroad unless these can be backed by good agents covering all the important areas where our vehicles might be operated and fully equipped with supplies of spare parts, but amongst the missing were certain makes for which such advantages could justifiably be claimed.

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Locations: Amsterdam, Geneva, Brussels

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