Henry Ford：My Life and Work, Additional Excerpt 95

For 1909-1910, in order to pay for the new land and buildings, I slightly raised the prices. This is perfectly justifiable and results in a benefit, not an injury, to the purchaser. I did exactly the same thing a few years ago--or rather, in that case I did not lower the price as is my annual custom, in order to build the River Rouge plant. The extra money might in each case have been had by borrowing, but then we should have had a continuing charge upon the business and all subsequent cars would have had to bear this charge. The price of all the models was increased $100, with the exception of the roadster, which was increased only $75 and of the landaulet and town car, which were increased $150 and $200 respectively. We sold 18,664 cars, and then for 1910-1911, with the new facilities, I cut the touring car from $950 to $780 and we sold 34,528 cars. That is the beginning of the steady reduction in the price of the cars in the face of ever-increasing cost of materials and ever-higher wages.

Source： https://www.gutenberg.org/ebooks/7213
Locator：Additional excerpt 95 · Verified：2026-10-19 · Verification：Short excerpt

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