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     Here’s what we mean by leadership . . . Canada-wide sales for the first quarter of I954 
     
    
   
   
    
       0 0 0 0 0  
     
    
   
   
    
      MANUFACTURER “B" . . . . . .  . . 
     
     MANUFACTURER “C" . . . . . . . . . . 
     
    
   
   
    
     (Official roginralions-*Cormdlan and U.S.-designed vehicles) 
     
    
   
   
    
        
     
    
   
   
    
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     28,874 
     
     12,391 
     
    
   
   
    
     based upon ihe qualily oiihe product 
     
     and ihe repuia ‘on olihe mahuiaclurerf’ 
     
    
   
   
    
     The responsibilities of Leadership are 
     
     great. We do not say this in any boastful 
     
     spirit. We are humbly aware how much 
     
     we owe to your good opinion. 
     
    
   
   
    
     We know we can continue to enjoy it 
     
     only by living up to our responsibilities 
     
     to you—by giving you the very finest 
     
     automotive values that human ingenuity 
     
     can devise. That we have always done so, 
     
     is, we think, abundantly clear. 
     
    
   
   
    
     Let’s take a look at the figures. Thirymr, 
     
     last year, indeed ever since reliable figures 
     
     of automobile sales first became available, 
     
     Canadians have preferred cars and tracks 
     
    
   
   
    
     built by General Motors. During the last 
     
     23 yea rs, to be exact, _y ou bought 394,198 more 
     
    
   
   
    
     Natm'all_)', the car manufacturer who sells 
     
     the most, builds the most. And, through bigger 
     
    
   
   
    
     front us than from any other manufacturer. 
     
    
   
   
    
     production, he enjoys greater efieiency and 
     
    
   
   
    
     But why is it important to you which 
     
     car outsells which, or which manufacturer 
     
     is the leader in sales? 
     
    
   
   
    
     Let's begin right at the beginning. 
     
     When you go out to buy a car, you look 
     
     for the best possible value at the lowest 
     
     possible price. 
     
    
   
   
    
     Now, as you know, mass production 
     
     methods bring down the costs and bring 
     
     up the quality. In fact, that’s what made 
     
     the horse and buggy past history. 
     
    
   
   
    
     eflects higer economies. These savings are 
     
    
   
   
    
     passed along to you in terms of higher quality 
     
    
   
   
    
     and lower cost. 
     
    
   
   
    
     That's where automobile sales leader- 
     
     ship comes in. You see, more people buy 
     
     General Motors cars than any others—and 
     
     they've been doing it for years. And so we 
     
     build more cars —- we build ‘them better 
     
     and sell them for less. It's as simple as that. 
     
    
   
   
    
     Of course, one of the many things that 
     
     makes GM cars better is our Research- 
     
    
   
   
    
     always seeking new, exciting improve- 
     
     ments. Another is our unsurpassed 
     
     Engineeri'ng—which makes these new 
     
     ideas practical. Add to these, up-to-the- 
     
     minute Styling, and you have the recipe 
     
     for Sales Leadership—Leadership that re- 
     
     sults from giving you more for your money. 
     
    
   
   
    
     Yes, the responsibilities of leadership are 
     
     great-'-but as well, leadership has both its 
     
    
   
   
    
     penalties and rewards. 
     
    
   
   
    
     “That which is good or great makes 
     
     itself known, no matter how loud the 
     
     clamor of denial. If the leader truly 
     
     leads, he remains—the leader.” 
     
    
   
   
    
       GENERAL Morons 
     
    
   
   
    
     . MAKERSOF  
     
     CIIIVROLET 0 PONTIAC 0 OLDSMLOBILE ° BUICK ° CADILLAC 
     
    
   
   
    
     ‘ CHEVROLET TRUCKS ° GMC TRUCKS 
     
    
   
   
    
     I 
     
    
   
   
    
     -..