$1,000 Ford

To the Fiench language, Anglo-Saxons have added the word "beefsteak."* Happenings of last week made it possible that the U. S. branch of the Anglo-Saxon family might also add the word "flivver' For Henry Ford was preparing to drive vigorously for the French market and to compete sharply with Citroen, the popular-priced French car which sells at approximately the same price ($1,000) in the French market as the least expensive of the new Fords.

Nucleus of Ford French expansion lies in the Ford assembly plant on the outskirts of Paris. This plant is capable of assembling some 15,000 Fords a year--which is about the number of Fords sold in France prior to the scrapping of famed Model T. The introduction of the new Fords held up production, but the new "Henri's" are now ready for the French market. La Journee Industrielle, French industrial magazine, has been beating the tocsin, sounding the alarm, warning French automakers to beware of increased U. S. competition. Inasmuch as total French motor car production--both trucks and passenger cars--amounts to about 250,000 cars per year, whereas U. S. automobile makers expect a 1,000,000 increase over 1928 production, it is obvious that many a new Ford will be competing with Citroen sales.

Although it has been denied that Ford of France will be a subsidiary of Ford of England, the fact remains that Ford Motor Co., Ltd., of England, was given charter rights to market Fords throughout Europe (except in Soviet Russia), in Asia Minor and in certain parts of Africa. Ford companies were to be acquired in France, Belgium, Germany, Italy, Spain, Holland, Sweden and Finland, and unsuccessful attempts were made to secure a concession from the Soviet government (TIME, March 4). Ford of England was to hold 60% of the stocks of European Ford companies; the other 40% was to be sold to citizens of the countries concerned. It is said, however, that Mr. Ford was shocked and grieved to find that U. S. brokers had gobbled up a large portion of his Ford of England stock. He may perhaps wish his other European Fords to be independent of Ford of England, to be free from the touch of Wall Street.

*Rendered variously as bifsteak, bifstek, beefstek, befstick, etc. etc.