All of this seems self-evident to me. It is the logical basis of any business that wants to serve 95 per cent. of the community. It is the logical way in which the community can serve itself. I cannot comprehend why all business does not go on this basis. All that has to be done in order to adopt it is to overcome the habit of grabbing at the nearest dollar as though it were the only dollar in the world. The habit has already to an extent been overcome. All the large and successful retail stores in this country are on the one-price basis. The only further step required is to throw overboard the idea of pricing on what the traffic will bear and instead go to the common-sense basis of pricing on what it costs to manufacture and then reducing the cost of manufacture. If the design of the product has been sufficiently studied, then changes in it will come very slowly. But changes in manufacturing processes will come very rapidly and wholly naturally. That has been our experience in everything we have undertaken. How naturally it has all come about, I shall later outline. The point that I wish to impress here is that it is impossible to get a product on which one may concentrate unless an unlimited amount of study is given beforehand. It is not just an afternoon's work.

These ideas were forming with me during this year of experimenting. Most of the experimenting went into the building of racing cars. The idea in those days was that a first-class car ought to be a racer. I never really thought much of racing, but following the bicycle idea, the manufacturers had the notion that winning a race on a track told the public something about the merits of an automobile—although I can hardly imagine any test that would tell less.

But, as the others were doing it, I, too, had to do it. In 1903, with Tom Cooper, I built two cars solely for speed. They were quite alike. One we named the "999" and the other the "Arrow." If an automobile were going to be known for speed, then I was going to make an automobile that would be known wherever speed was known. These were. I put in four great big cylinders giving 80 H.P.—which up to that time had been unheard of. The roar of those cylinders alone was enough to half kill a man. There was only one seat. One life to a car was enough. I tried out the cars. Cooper tried out the cars. We let them out at full speed. I cannot quite describe the sensation. Going over Niagara Falls would have been but a pastime after a ride in one of them. I did not want to take the responsibility of racing the "999" which we put up first, neither did Cooper. Cooper said he knew a man who lived on speed, that nothing could go too fast for him. He wired to Salt Lake City and on came a professional bicycle rider named Barney Oldfield. He had never driven a motor car, but he liked the idea of trying it. He said he would try anything once.

It took us only a week to teach him how to drive. The man did not know what fear was. All that he had to learn was how to control the monster. Controlling the fastest car of to-day was nothing as compared to controlling that car. The steering wheel had not yet been thought of. All the previous cars that I had built simply had tillers. On this one I put a two-handed tiller, for holding the car in line required all the strength of a strong man. The race for which we were working was at three miles on the Grosse Point track. We kept our cars as a dark horse. We left the predictions to the others. The tracks then were not scientifically banked. It was not known how much speed a motor car could develop. No one knew better than Oldfield what the turns meant and as he took his seat, while I was cranking the car for the start, he remarked cheerily: "Well, this chariot may kill me, but they will say afterward that I was going like hell when she took me over the bank."

And he did go.... He never dared to look around. He did not shut off on the curves. He simply let that car go—and go it did. He was about half a mile ahead of the next man at the end of the race!

The "999" did what it was intended to do: It advertised the fact that I could build a fast motorcar. A week after the race I formed the Ford Motor Company. I was vice-president, designer, master mechanic, superintendent, and general manager. The capitalization of the company was one hundred thousand dollars, and of this I owned 25 1/2 per cent. The total amount subscribed in cash was about twenty-eight thousand dollars—which is the only money that the company has ever received for the capital fund from other than operations. In the beginning I thought that it was possible, notwithstanding my former experience, to go forward with a company in which I owned less than the controlling share. I very shortly found I had to have control and therefore in 1906, with funds that I had earned in the company, I bought enough stock to bring my holdings up to 51 per cent, and a little later bought enough more to give me 58-1/2 per cent. The new equipment and the whole progress of the company have always been financed out of earnings. In 1919 my son Edsel purchased the remaining 41-1/2 per cent of the stock because certain of the minority stockholders disagreed with my policies. For these shares he paid at the rate of $12,500 for each $100 par and in all paid about seventy-five millions.

The original company and its equipment, as may be gathered, were not elaborate. We rented Strelow's carpenter shop on Mack Avenue. In making my designs I had also worked out the methods of making, but, since at that time we could not afford to buy machinery, the entire car was made according to my designs, but by various manufacturers, and about all we did, even in the way of assembling, was to put on the wheels, the tires, and the body. That would really be the most economical method of manufacturing if only one could be certain that all of the various parts would be made on the manufacturing plan that I have above outlined. The most economical manufacturing of the future will be that in which the whole of an article is not made under one roof—unless, of course, it be a very simple article. The modern—or better, the future—method is to have each part made where it may best be made and then assemble the parts into a complete unit at the points of consumption. That is the method we are now following and expect to extend. It would make no difference whether one company or one individual owned all the factories fabricating the component parts of a single product, or whether such part were made in our independently owned factory, if only all adopted the same service methods. If we can buy as good a part as we can make ourselves and the supply is ample and the price right, we do not attempt to make it ourselves—or, at any rate, to make more than an emergency supply. In fact, it might be better to have the ownership widely scattered.

I had been experimenting principally upon the cutting down of weight. Excess weight kills any self-propelled vehicle. There are a lot of fool ideas about weight. It is queer, when you come to think of it, how some fool terms get into current use. There is the phrase "heavyweight" as applied to a man's mental apparatus! What does it mean? No one wants to be fat and heavy of body—then why of head? For some clumsy reason we have come to confuse strength with weight. The crude methods of early building undoubtedly had much to do with this. The old ox-cart weighed a ton—and it had so much weight that it was weak! To carry a few tons of humanity from New York to Chicago, the railroad builds a train that weighs many hundred tons, and the result is an absolute loss of real strength and the extravagant waste of untold millions in the form of power. The law of diminishing returns begins to operate at the point where strength becomes weight. Weight may be desirable in a steam roller but nowhere else. Strength has nothing to do with weight. The mentality of the man who does things in the world is agile, light, and strong. The most beautiful things in the world are those from which all excess weight has been eliminated. Strength is never just weight—either in men or things. Whenever any one suggests to me that I might increase weight or add a part, I look into decreasing weight and eliminating a part! The car that I designed was lighter than any car that had yet been made. It would have been lighter if I had known how to make it so—later I got the materials to make the lighter car.

In our first year we built "Model A," selling the runabout for eight hundred and fifty dollars and the tonneau for one hundred dollars more. This model had a two-cylinder opposed motor developing eight horsepower. It had a chain drive, a seventy-two inch wheel base—which was supposed to be long—and a fuel capacity of five gallons. We made and sold 1,708 cars in the first year. That is how well the public responded.

Every one of these "Model A's" has a history. Take No. 420. Colonel D. C. Collier of California bought it in 1904. He used it for a couple of years, sold it, and bought a new Ford. No. 420 changed hands frequently until 1907 when it was bought by one Edmund Jacobs living near Ramona in the heart of the mountains. He drove it for several years in the roughest kind of work. Then he bought a new Ford and sold his old one. By 1915 No. 420 had passed into the hands of a man named Cantello who took out the motor, hitched it to a water pump, rigged up shafts on the chassis and now, while the motor chugs away at the pumping of water, the chassis drawn by a burro acts as a buggy. The moral, of course, is that you can dissect a Ford but you cannot kill it.

In our first advertisement we said:

Our purpose is to construct and market an automobile specially designed for everyday wear and tear—business, professional, and family use; an automobile which will attain to a sufficient speed to satisfy the average person without acquiring any of those breakneck velocities which are so universally condemned; a machine which will be admired by man, woman, and child alike for its compactness, its simplicity, its safety, its all-around convenience, and—last but not least—its exceedingly reasonable price, which places it within the reach of many thousands who could not think of paying the comparatively fabulous prices asked for most machines.

And these are the points we emphasized:

Good material.

Simplicity—most of the cars at that time required considerable skill in their management.

The engine.

The ignition—which was furnished by two sets of six dry cell batteries.

The automatic oiling.

The simplicity and the ease of control of the transmission, which was of the planetary type.

The workmanship.

We did not make the pleasure appeal. We never have. In its first advertising we showed that a motor car was a utility. We said:

We often hear quoted the old proverb, "Time is money"—and yet how few business and professional men act as if they really believed its truth.

Men who are constantly complaining of shortage of time and lamenting the fewness of days in the week—men to whom every five minutes wasted means a dollar thrown away—men to whom five minutes' delay sometimes means the loss of many dollars—will yet depend on the haphazard, uncomfortable, and limited means of transportation afforded by street cars, etc., when the investment of an exceedingly moderate sum in the purchase of a perfected, efficient, high-grade automobile would cut out anxiety and unpunctuality and provide a luxurious means of travel ever at your beck and call.

Always ready, always sure.

Built to save you time and consequent money.

Built to take you anywhere you want to go and bring you back again on time.

Built to add to your reputation for punctuality; to keep your customers good-humoured and in a buying mood.

Built for business or pleasure—just as you say.

Built also for the good of your health—to carry you "jarlessly" over any kind of half decent roads, to refresh your brain with the luxury of much "out-doorness" and your lungs with the "tonic of tonics"—the right kind of atmosphere.

It is your say, too, when it comes to speed. You can—if you choose—loiter lingeringly through shady avenues or you can press down on the foot-lever until all the scenery looks alike to you and you have to keep your eyes skinned to count the milestones as they pass.

I am giving the gist of this advertisement to show that, from the beginning, we were looking to providing service—we never bothered with a "sporting car."

The business went along almost as by magic. The cars gained a reputation for standing up. They were tough, they were simple, and they were well made. I was working on my design for a universal single model but I had not settled the designs nor had we the money to build and equip the proper kind of plant for manufacturing. I had not the money to discover the very best and lightest materials. We still had to accept the materials that the market offered—we got the best to be had but we had no facilities for the scientific investigation of materials or for original research.

My associates were not convinced that it was possible to restrict our cars to a single model. The automobile trade was following the old bicycle trade, in which every manufacturer thought it necessary to bring out a new model each year and to make it so unlike all previous models that those who had bought the former models would want to get rid of the old and buy the new. That was supposed to be good business. It is the same idea that women submit to in their clothing and hats. That is not service—it seeks only to provide something new, not something better. It is extraordinary how firmly rooted is the notion that business—continuous selling—depends not on satisfying the customer once and for all, but on first getting his money for one article and then persuading him he ought to buy a new and different one. The plan which I then had in the back of my head but to which we were not then sufficiently advanced to give expression, was that, when a model was settled upon then every improvement on that model should be interchangeable with the old model, so that a car should never get out of date. It is my ambition to have every piece of machinery, or other non-consumable product that I turn out, so strong and so well made that no one ought ever to have to buy a second one. A good machine of any kind ought to last as long as a good watch.

In the second year we scattered our energies among three models. We made a four-cylinder touring car, "Model B," which sold for two thousand dollars; "Model C," which was a slightly improved "Model A" and sold at fifty dollars more than the former price; and "Model F," a touring car which sold for a thousand dollars. That is, we scattered our energy and increased prices—and therefore we sold fewer cars than in the first year. The sales were 1,695 cars.

That "Model B"—the first four-cylinder car for general road use—had to be advertised. Winning a race or making a record was then the best kind of advertising. So I fixed up the "Arrow," the twin of the old "999"—in fact practically remade it—and a week before the New York Automobile show I drove it myself over a surveyed mile straightaway on the ice. I shall never forget that race. The ice seemed smooth enough, so smooth that if I had called off the trial we should have secured an immense amount of the wrong kind of advertising, but instead of being smooth, that ice was seamed with fissures which I knew were going to mean trouble the moment I got up speed. But there was nothing to do but go through with the trial, and I let the old "Arrow" out. At every fissure the car leaped into the air. I never knew how it was coming down. When I wasn't in the air, I was skidding, but somehow I stayed top side up and on the course, making a record that went all over the world! That put "Model B" on the map—but not enough on to overcome the price advances. No stunt and no advertising will sell an article for any length of time. Business is not a game. The moral is coming.

Our little wooden shop had, with the business we were doing, become totally inadequate, and in 1906 we took out of our working capital sufficient funds to build a three-story plant at the corner of Piquette and Beaubien streets—which for the first time gave us real manufacturing facilities. We began to make and to assemble quite a number of the parts, although still we were principally an assembling shop. In 1905-1906 we made only two models—one the four-cylinder car at $2,000 and another touring car at $1,000, both being the models of the previous year—and our sales dropped to 1,599 cars.

Some said it was because we had not brought out new models. I thought it was because our cars were too expensive—they did not appeal to the 95 per cent. I changed the policy in the next year—having first acquired stock control. For 1906-1907 we entirely left off making touring cars and made three models of runabouts and roadsters, none of which differed materially from the other in manufacturing process or in component parts, but were somewhat different in appearance. The big thing was that the cheapest car sold for $600 and the most expensive for only $750, and right there came the complete demonstration of what price meant. We sold 8,423 cars—nearly five times as many as in our biggest previous year. Our banner week was that of May 15, 1908, when we assembled 311 cars in six working days. It almost swamped our facilities. The foreman had a tallyboard on which he chalked up each car as it was finished and turned over to the testers. The tallyboard was hardly equal to the task. On one day in the following June we assembled an even one hundred cars.

In the next year we departed from the programme that had been so successful and I designed a big car—fifty horsepower, six cylinder—that would burn up the roads. We continued making our small cars, but the 1907 panic and the diversion to the more expensive model cut down the sales to 6,398 cars.

We had been through an experimenting period of five years. The cars were beginning to be sold in Europe. The business, as an automobile business then went, was considered extraordinarily prosperous. We had plenty of money. Since the first year we have practically always had plenty of money. We sold for cash, we did not borrow money, and we sold directly to the purchaser. We had no bad debts and we kept within ourselves on every move. I have always kept well within my resources. I have never found it necessary to strain them, because, inevitably, if you give attention to work and service, the resources will increase more rapidly than you can devise ways and means of disposing of them.

We were careful in the selection of our salesmen. At first there was great difficulty in getting good salesmen because the automobile trade was not supposed to be stable. It was supposed to be dealing in a luxury—in pleasure vehicles. We eventually appointed agents, selecting the very best men we could find, and then paying to them a salary larger than they could possibly earn in business for themselves. In the beginning we had not paid much in the way of salaries. We were feeling our way, but when we knew what our way was, we adopted the policy of paying the very highest reward for service and then insisting upon getting the highest service. Among the requirements for an agent we laid down the following:

(1) A progressive, up-to-date man keenly alive to the possibilities of business.

(2) A suitable place of business clean and dignified in appearance.

(3) A stock of parts sufficient to make prompt replacements and keep in active service every Ford car in his territory.

(4) An adequately equipped repair shop which has in it the right machinery for every necessary repair and adjustment.

(5) Mechanics who are thoroughly familiar with the construction and operation of Ford cars.

(6) A comprehensive bookkeeping system and a follow-up sales system, so that it may be instantly apparent what is the financial status of the various departments of his business, the condition and size of his stock, the present owners of cars, and the future prospects.

(7) Absolute cleanliness throughout every department. There must be no unwashed windows, dusty furniture, dirty floors.

(8) A suitable display sign.

(9) The adoption of policies which will ensure absolutely square dealing and the highest character of business ethics.

And this is the general instruction that was issued:

A dealer or a salesman ought to have the name of every possible automobile buyer in his territory, including all those who have never given the matter a thought. He should then personally solicit by visitation if possible—by correspondence at the least—every man on that list and then making necessary memoranda, know the automobile situation as related to every resident so solicited. If your territory is too large to permit this, you have too much territory.

The way was not easy. We were harried by a big suit brought against the company to try to force us into line with an association of automobile manufacturers, who were operating under the false principle that there was only a limited market for automobiles and that a monopoly of that market was essential. This was the famous Selden Patent suit. At times the support of our defense severely strained our resources. Mr. Selden, who has but recently died, had little to do with the suit. It was the association which sought a monopoly under the patent. The situation was this:

George B. Selden, a patent attorney, filed an application as far back as 1879 for a patent the object of which was stated to be "The production of a safe, simple, and cheap road locomotive, light in weight, easy to control, possessed of sufficient power to overcome an ordinary inclination." This application was kept alive in the Patent Office, by methods which are perfectly legal, until 1895, when the patent was granted. In 1879, when the application was filed, the automobile was practically unknown to the general public, but by the time the patent was issued everybody was familiar with self-propelled vehicles, and most of the men, including myself, who had been for years working on motor propulsion, were surprised to learn that what we had made practicable was covered by an application of years before, although the applicant had kept his idea merely as an idea. He had done nothing to put it into practice.

The specific claims under the patent were divided into six groups and I think that not a single one of them was a really new idea even in 1879 when the application was filed. The Patent Office allowed a combination and issued a so-called "combination patent" deciding that the combination (a) of a carriage with its body machinery and steering wheel, with the (b) propelling mechanism clutch and gear, and finally (c) the engine, made a valid patent.

With all of that we were not concerned. I believed that my engine had nothing whatsoever in common with what Selden had in mind. The powerful combination of manufacturers who called themselves the "licensed manufacturers" because they operated under licenses from the patentee, brought suit against us as soon as we began to be a factor in motor production. The suit dragged on. It was intended to scare us out of business. We took volumes of testimony, and the blow came on September 15, 1909, when Judge Hough rendered an opinion in the United States District Court finding against us. Immediately that Licensed Association began to advertise, warning prospective purchasers against our cars. They had done the same thing in 1903 at the start of the suit, when it was thought that we could be put out of business. I had implicit confidence that eventually we should win our suit. I simply knew that we were right, but it was a considerable blow to get the first decision against us, for we believed that many buyers—even though no injunction was issued against us—would be frightened away from buying because of the threats of court action against individual owners. The idea was spread that if the suit finally went against me, every man who owned a Ford car would be prosecuted. Some of my more enthusiastic opponents, I understand, gave it out privately that there would be criminal as well as civil suits and that a man buying a Ford car might as well be buying a ticket to jail. We answered with an advertisement for which we took four pages in the principal newspapers all over the country. We set out our case—we set out our confidence in victory—and in conclusion said:

In conclusion we beg to state if there are any prospective automobile buyers who are at all intimidated by the claims made by our adversaries that we will give them, in addition to the protection of the Ford Motor Company with its some $6,000,000.00 of assets, an individual bond backed by a Company of more than $6,000,000.00 more of assets, so that each and every individual owner of a Ford car will be protected until at least $12,000,000.00 of assets have been wiped out by those who desire to control and monopolize this wonderful industry.

The bond is yours for the asking, so do not allow yourself to be sold inferior cars at extravagant prices because of any statement made by this "Divine" body.

N. B.—This fight is not being waged by the Ford Motor Company without the advice and counsel of the ablest patent attorneys of the East and West.

We thought that the bond would give assurance to the buyers—that they needed confidence. They did not. We sold more than eighteen thousand cars—nearly double the output of the previous year—and I think about fifty buyers asked for bonds—perhaps it was less than that.

As a matter of fact, probably nothing so well advertised the Ford car and the Ford Motor Company as did this suit. It appeared that we were the under dog and we had the public's sympathy. The association had seventy million dollars—we at the beginning had not half that number of thousands. I never had a doubt as to the outcome, but nevertheless it was a sword hanging over our heads that we could as well do without. Prosecuting that suit was probably one of the most shortsighted acts that any group of American business men has ever combined to commit. Taken in all its sidelights, it forms the best possible example of joining unwittingly to kill a trade. I regard it as most fortunate for the automobile makers of the country that we eventually won, and the association ceased to be a serious factor in the business. By 1908, however, in spite of this suit, we had come to a point where it was possible to announce and put into fabrication the kind of car that I wanted to build.



CHAPTER IV

THE SECRET OF MANUFACTURING AND SERVING

Now I am not outlining the career of the Ford Motor Company for any personal reason. I am not saying: "Go thou and do likewise." What I am trying to emphasize is that the ordinary way of doing business is not the best way. I am coming to the point of my entire departure from the ordinary methods. From this point dates the extraordinary success of the company.

We had been fairly following the custom of the trade. Our automobile was less complex than any other. We had no outside money in the concern. But aside from these two points we did not differ materially from the other automobile companies, excepting that we had been somewhat more successful and had rigidly pursued the policy of taking all cash discounts, putting our profits back into the business, and maintaining a large cash balance. We entered cars in all of the races. We advertised and we pushed our sales. Outside of the simplicity of the construction of the car, our main difference in design was that we made no provision for the purely "pleasure car." We were just as much a pleasure car as any other car on the market, but we gave no attention to purely luxury features. We would do special work for a buyer, and I suppose that we would have made a special car at a price. We were a prosperous company. We might easily have sat down and said: "Now we have arrived. Let us hold what we have got."

Indeed, there was some disposition to take this stand. Some of the stockholders were seriously alarmed when our production reached one hundred cars a day. They wanted to do something to stop me from ruining the company, and when I replied to the effect that one hundred cars a day was only a trifle and that I hoped before long to make a thousand a day, they were inexpressibly shocked and I understand seriously contemplated court action. If I had followed the general opinion of my associates I should have kept the business about as it was, put our funds into a fine administration building, tried to make bargains with such competitors as seemed too active, made new designs from time to time to catch the fancy of the public, and generally have passed on into the position of a quiet, respectable citizen with a quiet, respectable business.

The temptation to stop and hang on to what one has is quite natural. I can entirely sympathize with the desire to quit a life of activity and retire to a life of ease. I have never felt the urge myself but I can comprehend what it is—although I think that a man who retires ought entirely to get out of a business. There is a disposition to retire and retain control. It was, however, no part of my plan to do anything of that sort. I regarded our progress merely as an invitation to do more—as an indication that we had reached a place where we might begin to perform a real service. I had been planning every day through these years toward a universal car. The public had given its reactions to the various models. The cars in service, the racing, and the road tests gave excellent guides as to the changes that ought to be made, and even by 1905 I had fairly in mind the specifications of the kind of car I wanted to build. But I lacked the material to give strength without weight. I came across that material almost by accident.

In 1905 I was at a motor race at Palm Beach. There was a big smash-up and a French car was wrecked. We had entered our "Model K"—the high-powered six. I thought the foreign cars had smaller and better parts than we knew anything about. After the wreck I picked up a little valve strip stem. It was very light and very strong. I asked what it was made of. Nobody knew. I gave the stem to my assistant.

"Find out all about this," I told him. "That is the kind of material we ought to have in our cars."

He found eventually that it was a French steel and that there was vanadium in it. We tried every steel maker in America—not one could make vanadium steel. I sent to England for a man who understood how to make the steel commercially. The next thing was to get a plant to turn it out. That was another problem. Vanadium requires 3,000 degrees Fahrenheit. The ordinary furnace could not go beyond 2,700 degrees. I found a small steel company in Canton, Ohio. I offered to guarantee them against loss if they would run a heat for us. They agreed. The first heat was a failure. Very little vanadium remained in the steel. I had them try again, and the second time the steel came through. Until then we had been forced to be satisfied with steel running between 60,000 and 70,000 pounds tensile strength. With vanadium, the strength went up to 170,000 pounds.

Having vanadium in hand I pulled apart our models and tested in detail to determine what kind of steel was best for every part—whether we wanted a hard steel, a tough steel, or an elastic steel. We, for the first time I think, in the history of any large construction, determined scientifically the exact quality of the steel. As a result we then selected twenty different types of steel for the various steel parts. About ten of these were vanadium. Vanadium was used wherever strength and lightness were required. Of course they are not all the same kind of vanadium steel. The other elements vary according to whether the part is to stand hard wear or whether it needs spring—in short, according to what it needs. Before these experiments I believe that not more than four different grades of steel had ever been used in automobile construction. By further experimenting, especially in the direction of heat treating, we have been able still further to increase the strength of the steel and therefore to reduce the weight of the car. In 1910 the French Department of Commerce and Industry took one of our steering spindle connecting rod yokes—selecting it as a vital unit—and tried it against a similar part from what they considered the best French car, and in every test our steel proved the stronger.

The vanadium steel disposed of much of the weight. The other requisites of a universal car I had already worked out and many of them were in practice. The design had to balance. Men die because a part gives out. Machines wreck themselves because some parts are weaker than others. Therefore, a part of the problem in designing a universal car was to have as nearly as possible all parts of equal strength considering their purpose—to put a motor in a one-horse shay. Also it had to be fool proof. This was difficult because a gasoline motor is essentially a delicate instrument and there is a wonderful opportunity for any one who has a mind that way to mess it up. I adopted this slogan:

"When one of my cars breaks down I know I am to blame."

From the day the first motor car appeared on the streets it had to me appeared to be a necessity. It was this knowledge and assurance that led me to build to the one end—a car that would meet the wants of the multitudes. All my efforts were then and still are turned to the production of one car—one model. And, year following year, the pressure was, and still is, to improve and refine and make better, with an increasing reduction in price. The universal car had to have these attributes:

(1) Quality in material to give service in use. Vanadium steel is the strongest, toughest, and most lasting of steels. It forms the foundation and super-structure of the cars. It is the highest quality steel in this respect in the world, regardless of price.

(2) Simplicity in operation—because the masses are not mechanics.

(3) Power in sufficient quantity.

(4) Absolute reliability—because of the varied uses to which the cars would be put and the variety of roads over which they would travel.

(5) Lightness. With the Ford there are only 7.95 pounds to be carried by each cubic inch of piston displacement. This is one of the reasons why Ford cars are "always going," wherever and whenever you see them—through sand and mud, through slush, snow, and water, up hills, across fields and roadless plains.

(6) Control—to hold its speed always in hand, calmly and safely meeting every emergency and contingency either in the crowded streets of the city or on dangerous roads. The planetary transmission of the Ford gave this control and anybody could work it. That is the "why" of the saying: "Anybody can drive a Ford." It can turn around almost anywhere.

(7) The more a motor car weighs, naturally the more fuel and lubricants are used in the driving; the lighter the weight, the lighter the expense of operation. The light weight of the Ford car in its early years was used as an argument against it. Now that is all changed.

The design which I settled upon was called "Model T." The important feature of the new model—which, if it were accepted, as I thought it would be, I intended to make the only model and then start into real production—was its simplicity. There were but four constructional units in the car—the power plant, the frame, the front axle, and the rear axle. All of these were easily accessible and they were designed so that no special skill would be required for their repair or replacement. I believed then, although I said very little about it because of the novelty of the idea, that it ought to be possible to have parts so simple and so inexpensive that the menace of expensive hand repair work would be entirely eliminated. The parts could be made so cheaply that it would be less expensive to buy new ones than to have old ones repaired. They could be carried in hardware shops just as nails or bolts are carried. I thought that it was up to me as the designer to make the car so completely simple that no one could fail to understand it.

That works both ways and applies to everything. The less complex an article, the easier it is to make, the cheaper it may be sold, and therefore the greater number may be sold.

It is not necessary to go into the technical details of the construction but perhaps this is as good a place as any to review the various models, because "Model T" was the last of the models and the policy which it brought about took this business out of the ordinary line of business. Application of the same idea would take any business out of the ordinary run.

I designed eight models in all before "Model T." They were: "Model A," "Model B," "Model C," "Model F," "Model N," "Model R," "Model S," and "Model K." Of these, Models "A," "C," and "F" had two-cylinder opposed horizontal motors. In "Model A" the motor was at the rear of the driver's seat. In all of the other models it was in a hood in front. Models "B," "N," "R," and "S" had motors of the four-cylinder vertical type. "Model K" had six cylinders. "Model A" developed eight horsepower. "Model B" developed twenty-four horsepower with a 4-1/2-inch cylinder and a 5-inch stroke. The highest horsepower was in "Model K," the six-cylinder car, which developed forty horsepower. The largest cylinders were those of "Model B." The smallest were in Models "N," "R," and "S" which were 3-3/4 inches in diameter with a 3-3/8-inch stroke. "Model T" has a 3-3/4-inch cylinder with a 4-inch stroke. The ignition was by dry batteries in all excepting "Model B," which had storage batteries, and in "Model K" which had both battery and magneto. In the present model, the magneto is a part of the power plant and is built in. The clutch in the first four models was of the cone type; in the last four and in the present model, of the multiple disc type. The transmission in all of the cars has been planetary. "Model A" had a chain drive. "Model B" had a shaft drive. The next two models had chain drives. Since then all of the cars have had shaft drives. "Model A" had a 72-inch wheel base. Model "B," which was an extremely good car, had 92 inches. "Model K" had 120 inches. "Model C" had 78 inches. The others had 84 inches, and the present car has 100 inches. In the first five models all of the equipment was extra. The next three were sold with a partial equipment. The present car is sold with full equipment. Model "A" weighed 1,250 pounds. The lightest cars were Models "N" and "R." They weighed 1,050 pounds, but they were both runabouts. The heaviest car was the six-cylinder, which weighed 2,000 pounds. The present car weighs 1,200 lbs.

The "Model T" had practically no features which were not contained in some one or other of the previous models. Every detail had been fully tested in practice. There was no guessing as to whether or not it would be a successful model. It had to be. There was no way it could escape being so, for it had not been made in a day. It contained all that I was then able to put into a motor car plus the material, which for the first time I was able to obtain. We put out "Model T" for the season 1908-1909.

The company was then five years old. The original factory space had been .28 acre. We had employed an average of 311 people in the first year, built 1,708 cars, and had one branch house. In 1908, the factory space had increased to 2.65 acres and we owned the building. The average number of employees had increased to 1,908. We built 6,181 cars and had fourteen branch houses. It was a prosperous business.

During the season 1908-1909 we continued to make Models "R" and "S," four-cylinder runabouts and roadsters, the models that had previously been so successful, and which sold at $700 and $750. But "Model T" swept them right out. We sold 10,607 cars—a larger number than any manufacturer had ever sold. The price for the touring car was $850. On the same chassis we mounted a town car at $1,000, a roadster at $825, a coupe at $950, and a landaulet at $950.

This season demonstrated conclusively to me that it was time to put the new policy in force. The salesmen, before I had announced the policy, were spurred by the great sales to think that even greater sales might be had if only we had more models. It is strange how, just as soon as an article becomes successful, somebody starts to think that it would be more successful if only it were different. There is a tendency to keep monkeying with styles and to spoil a good thing by changing it. The salesmen were insistent on increasing the line. They listened to the 5 per cent., the special customers who could say what they wanted, and forgot all about the 95 per cent. who just bought without making any fuss. No business can improve unless it pays the closest possible attention to complaints and suggestions. If there is any defect in service then that must be instantly and rigorously investigated, but when the suggestion is only as to style, one has to make sure whether it is not merely a personal whim that is being voiced. Salesmen always want to cater to whims instead of acquiring sufficient knowledge of their product to be able to explain to the customer with the whim that what they have will satisfy his every requirement—that is, of course, provided what they have does satisfy these requirements.

Therefore in 1909 I announced one morning, without any previous warning, that in the future we were going to build only one model, that the model was going to be "Model T," and that the chassis would be exactly the same for all cars, and I remarked:

"Any customer can have a car painted any colour that he wants so long as it is black."

I cannot say that any one agreed with me. The selling people could not of course see the advantages that a single model would bring about in production. More than that, they did not particularly care. They thought that our production was good enough as it was and there was a very decided opinion that lowering the sales price would hurt sales, that the people who wanted quality would be driven away and that there would be none to replace them. There was very little conception of the motor industry. A motor car was still regarded as something in the way of a luxury. The manufacturers did a good deal to spread this idea. Some clever persons invented the name "pleasure car" and the advertising emphasized the pleasure features. The sales people had ground for their objections and particularly when I made the following announcement:

"I will build a motor car for the great multitude. It will be large enough for the family but small enough for the individual to run and care for. It will be constructed of the best materials, by the best men to be hired, after the simplest designs that modern engineering can devise. But it will be so low in price that no man making a good salary will be unable to own one—and enjoy with his family the blessing of hours of pleasure in God's great open spaces."

This announcement was received not without pleasure. The general comment was:

"If Ford does that he will be out of business in six months."

The impression was that a good car could not be built at a low price, and that, anyhow, there was no use in building a low-priced car because only wealthy people were in the market for cars. The 1908-1909 sales of more than ten thousand cars had convinced me that we needed a new factory. We already had a big modern factory—the Piquette Street plant. It was as good as, perhaps a little better than, any automobile factory in the country. But I did not see how it was going to care for the sales and production that were inevitable. So I bought sixty acres at Highland Park, which was then considered away out in the country from Detroit. The amount of ground bought and the plans for a bigger factory than the world has ever seen were opposed. The question was already being asked:

"How soon will Ford blow up?"

Nobody knows how many thousand times it has been asked since. It is asked only because of the failure to grasp that a principle rather than an individual is at work, and the principle is so simple that it seems mysterious.

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.

Contrast the year 1908 with the year 1911. The factory space increased from 2.65 to 32 acres. The average number of employees from 1,908 to 4,110, and the cars built from a little over six thousand to nearly thirty-five thousand. You will note that men were not employed in proportion to the output.

We were, almost overnight it seems, in great production. How did all this come about?

Simply through the application of an inevitable principle. By the application of intelligently directed power and machinery. In a little dark shop on a side street an old man had laboured for years making axe handles. Out of seasoned hickory he fashioned them, with the help of a draw shave, a chisel, and a supply of sandpaper. Carefully was each handle weighed and balanced. No two of them were alike. The curve must exactly fit the hand and must conform to the grain of the wood. From dawn until dark the old man laboured. His average product was eight handles a week, for which he received a dollar and a half each. And often some of these were unsaleable—because the balance was not true.

To-day you can buy a better axe handle, made by machinery, for a few cents. And you need not worry about the balance. They are all alike—and every one is perfect. Modern methods applied in a big way have not only brought the cost of axe handles down to a fraction of their former cost—but they have immensely improved the product.

It was the application of these same methods to the making of the Ford car that at the very start lowered the price and heightened the quality. We just developed an idea. The nucleus of a business may be an idea. That is, an inventor or a thoughtful workman works out a new and better way to serve some established human need; the idea commends itself, and people want to avail themselves of it. In this way a single individual may prove, through his idea or discovery, the nucleus of a business. But the creation of the body and bulk of that business is shared by everyone who has anything to do with it. No manufacturer can say: "I built this business"—if he has required the help of thousands of men in building it. It is a joint production. Everyone employed in it has contributed something to it. By working and producing they make it possible for the purchasing world to keep coming to that business for the type of service it provides, and thus they help establish a custom, a trade, a habit which supplies them with a livelihood. That is the way our company grew and just how I shall start explaining in the next chapter.

In the meantime, the company had become world-wide. We had branches in London and in Australia. We were shipping to every part of the world, and in England particularly we were beginning to be as well known as in America. The introduction of the car in England was somewhat difficult on account of the failure of the American bicycle. Because the American bicycle had not been suited to English uses it was taken for granted and made a point of by the distributors that no American vehicle could appeal to the British market. Two "Model A's" found their way to England in 1903. The newspapers refused to notice them. The automobile agents refused to take the slightest interest. It was rumoured that the principal components of its manufacture were string and hoop wire and that a buyer would be lucky if it held together for a fortnight! In the first year about a dozen cars in all were used; the second was only a little better. And I may say as to the reliability of that "Model A" that most of them after nearly twenty years are still in some kind of service in England.

In 1905 our agent entered a "Model C" in the Scottish Reliability Trials. In those days reliability runs were more popular in England than motor races. Perhaps there was no inkling that after all an automobile was not merely a toy. The Scottish Trials was over eight hundred miles of hilly, heavy roads. The Ford came through with only one involuntary stop against it. That started the Ford sales in England. In that same year Ford taxicabs were placed in London for the first time. In the next several years the sales began to pick up. The cars went into every endurance and reliability test and won every one of them. The Brighton dealer had ten Fords driven over the South Downs for two days in a kind of steeplechase and every one of them came through. As a result six hundred cars were sold that year. In 1911 Henry Alexander drove a "Model T" to the top of Ben Nevis, 4,600 feet. That year 14,060 cars were sold in England, and it has never since been necessary to stage any kind of a stunt. We eventually opened our own factory at Manchester; at first it was purely an assembling plant. But as the years have gone by we have progressively made more and more of the car.



CHAPTER V

GETTING INTO PRODUCTION

If a device would save in time just 10 per cent. or increase results 10 per cent., then its absence is always a 10 per cent. tax. If the time of a person is worth fifty cents an hour, a 10 per cent. saving is worth five cents an hour. If the owner of a skyscraper could increase his income 10 per cent., he would willingly pay half the increase just to know how. The reason why he owns a skyscraper is that science has proved that certain materials, used in a given way, can save space and increase rental incomes. A building thirty stories high needs no more ground space than one five stories high. Getting along with the old-style architecture costs the five-story man the income of twenty-five floors. Save ten steps a day for each of twelve thousand employees and you will have saved fifty miles of wasted motion and misspent energy.

Those are the principles on which the production of my plant was built up. They all come practically as of course. In the beginning we tried to get machinists. As the necessity for production increased it became apparent not only that enough machinists were not to be had, but also that skilled men were not necessary in production, and out of this grew a principle that I later want to present in full.

It is self-evident that a majority of the people in the world are not mentally—even if they are physically—capable of making a good living. That is, they are not capable of furnishing with their own hands a sufficient quantity of the goods which this world needs to be able to exchange their unaided product for the goods which they need. I have heard it said, in fact I believe it is quite a current thought, that we have taken skill out of work. We have not. We have put in skill. We have put a higher skill into planning, management, and tool building, and the results of that skill are enjoyed by the man who is not skilled. This I shall later enlarge on.

We have to recognize the unevenness in human mental equipments. If every job in our place required skill the place would never have existed. Sufficiently skilled men to the number needed could not have been trained in a hundred years. A million men working by hand could not even approximate our present daily output. No one could manage a million men. But more important than that, the product of the unaided hands of those million men could not be sold at a price in consonance with buying power. And even if it were possible to imagine such an aggregation and imagine its management and correlation, just think of the area that it would have to occupy! How many of the men would be engaged, not in producing, but in merely carrying from place to place what the other men had produced? I cannot see how under such conditions the men could possibly be paid more than ten or twenty cents a day—for of course it is not the employer who pays wages. He only handles the money. It is the product that pays the wages and it is the management that arranges the production so that the product may pay the wages.

The more economical methods of production did not begin all at once. They began gradually—just as we began gradually to make our own parts. "Model T" was the first motor that we made ourselves. The great economies began in assembling and then extended to other sections so that, while to-day we have skilled mechanics in plenty, they do not produce automobiles—they make it easy for others to produce them. Our skilled men are the tool makers, the experimental workmen, the machinists, and the pattern makers. They are as good as any men in the world—so good, indeed, that they should not be wasted in doing that which the machines they contrive can do better. The rank and file of men come to us unskilled; they learn their jobs within a few hours or a few days. If they do not learn within that time they will never be of any use to us. These men are, many of them, foreigners, and all that is required before they are taken on is that they should be potentially able to do enough work to pay the overhead charges on the floor space they occupy. They do not have to be able-bodied men. We have jobs that require great physical strength—although they are rapidly lessening; we have other jobs that require no strength whatsoever—jobs which, as far as strength is concerned, might be attended to by a child of three.

It is not possible, without going deeply into technical processes, to present the whole development of manufacturing, step by step, in the order in which each thing came about. I do not know that this could be done, because something has been happening nearly every day and nobody can keep track. Take at random a number of the changes. From them it is possible not only to gain some idea of what will happen when this world is put on a production basis, but also to see how much more we pay for things than we ought to, and how much lower wages are than they ought to be, and what a vast field remains to be explored. The Ford Company is only a little way along on the journey.

A Ford car contains about five thousand parts—that is counting screws, nuts, and all. Some of the parts are fairly bulky and others are almost the size of watch parts. In our first assembling we simply started to put a car together at a spot on the floor and workmen brought to it the parts as they were needed in exactly the same way that one builds a house. When we started to make parts it was natural to create a single department of the factory to make that part, but usually one workman performed all of the operations necessary on a small part. The rapid press of production made it necessary to devise plans of production that would avoid having the workers falling over one another. The undirected worker spends more of his time walking about for materials and tools than he does in working; he gets small pay because pedestrianism is not a highly paid line.

The first step forward in assembly came when we began taking the work to the men instead of the men to the work. We now have two general principles in all operations—that a man shall never have to take more than one step, if possibly it can be avoided, and that no man need ever stoop over.

The principles of assembly are these:

(1) Place the tools and the men in the sequence of the operation so that each component part shall travel the least possible distance while in the process of finishing.

(2) Use work slides or some other form of carrier so that when a workman completes his operation, he drops the part always in the same place—which place must always be the most convenient place to his hand—and if possible have gravity carry the part to the next workman for his operation.

(3) Use sliding assembling lines by which the parts to be assembled are delivered at convenient distances.

The net result of the application of these principles is the reduction of the necessity for thought on the part of the worker and the reduction of his movements to a minimum. He does as nearly as possible only one thing with only one movement. The assembling of the chassis is, from the point of view of the non-mechanical mind, our most interesting and perhaps best known operation, and at one time it was an exceedingly important operation. We now ship out the parts for assembly at the point of distribution.

Along about April 1, 1913, we first tried the experiment of an assembly line. We tried it on assembling the flywheel magneto. We try everything in a little way first—we will rip out anything once we discover a better way, but we have to know absolutely that the new way is going to be better than the old before we do anything drastic.

I believe that this was the first moving line ever installed. The idea came in a general way from the overhead trolley that the Chicago packers use in dressing beef. We had previously assembled the fly-wheel magneto in the usual method. With one workman doing a complete job he could turn out from thirty-five to forty pieces in a nine-hour day, or about twenty minutes to an assembly. What he did alone was then spread into twenty-nine operations; that cut down the assembly time to thirteen minutes, ten seconds. Then we raised the height of the line eight inches—this was in 1914—and cut the time to seven minutes. Further experimenting with the speed that the work should move at cut the time down to five minutes. In short, the result is this: by the aid of scientific study one man is now able to do somewhat more than four did only a comparatively few years ago. That line established the efficiency of the method and we now use it everywhere. The assembling of the motor, formerly done by one man, is now divided into eighty-four operations—those men do the work that three times their number formerly did. In a short time we tried out the plan on the chassis.

About the best we had done in stationary chassis assembling was an average of twelve hours and twenty-eight minutes per chassis. We tried the experiment of drawing the chassis with a rope and windlass down a line two hundred fifty feet long. Six assemblers traveled with the chassis and picked up the parts from piles placed along the line. This rough experiment reduced the time to five hours fifty minutes per chassis. In the early part of 1914 we elevated the assembly line. We had adopted the policy of "man-high" work; we had one line twenty-six and three quarter inches and another twenty-four and one half inches from the floor—to suit squads of different heights. The waist-high arrangement and a further subdivision of work so that each man had fewer movements cut down the labour time per chassis to one hour thirty-three minutes. Only the chassis was then assembled in the line. The body was placed on in "John R. Street"—the famous street that runs through our Highland Park factories. Now the line assembles the whole car.

It must not be imagined, however, that all this worked out as quickly as it sounds. The speed of the moving work had to be carefully tried out; in the fly-wheel magneto we first had a speed of sixty inches per minute. That was too fast. Then we tried eighteen inches per minute. That was too slow. Finally we settled on forty-four inches per minute. The idea is that a man must not be hurried in his work—he must have every second necessary but not a single unnecessary second. We have worked out speeds for each assembly, for the success of the chassis assembly caused us gradually to overhaul our entire method of manufacturing and to put all assembling in mechanically driven lines. The chassis assembling line, for instance, goes at a pace of six feet per minute; the front axle assembly line goes at one hundred eighty-nine inches per minute. In the chassis assembling are forty-five separate operations or stations. The first men fasten four mud-guard brackets to the chassis frame; the motor arrives on the tenth operation and so on in detail. Some men do only one or two small operations, others do more. The man who places a part does not fasten it—the part may not be fully in place until after several operations later. The man who puts in a bolt does not put on the nut; the man who puts on the nut does not tighten it. On operation number thirty-four the budding motor gets its gasoline; it has previously received lubrication; on operation number forty-four the radiator is filled with water, and on operation number forty-five the car drives out onto John R. Street.

Essentially the same ideas have been applied to the assembling of the motor. In October, 1913, it required nine hours and fifty-four minutes of labour time to assemble one motor; six months later, by the moving assembly method, this time had been reduced to five hours and fifty-six minutes. Every piece of work in the shops moves; it may move on hooks on overhead chains going to assembly in the exact order in which the parts are required; it may travel on a moving platform, or it may go by gravity, but the point is that there is no lifting or trucking of anything other than materials. Materials are brought in on small trucks or trailers operated by cut-down Ford chassis, which are sufficiently mobile and quick to get in and out of any aisle where they may be required to go. No workman has anything to do with moving or lifting anything. That is all in a separate department—the department of transportation.

We started assembling a motor car in a single factory. Then as we began to make parts, we began to departmentalize so that each department would do only one thing. As the factory is now organized each department makes only a single part or assembles a part. A department is a little factory in itself. The part comes into it as raw material or as a casting, goes through the sequence of machines and heat treatments, or whatever may be required, and leaves that department finished. It was only because of transport ease that the departments were grouped together when we started to manufacture. I did not know that such minute divisions would be possible; but as our production grew and departments multiplied, we actually changed from making automobiles to making parts. Then we found that we had made another new discovery, which was that by no means all of the parts had to be made in one factory. It was not really a discovery—it was something in the nature of going around in a circle to my first manufacturing when I bought the motors and probably ninety per cent. of the parts. When we began to make our own parts we practically took for granted that they all had to be made in the one factory—that there was some special virtue in having a single roof over the manufacture of the entire car. We have now developed away from this. If we build any more large factories, it will be only because the making of a single part must be in such tremendous volume as to require a large unit. I hope that in the course of time the big Highland Park plant will be doing only one or two things. The casting has already been taken away from it and has gone to the River Rouge plant. So now we are on our way back to where we started from—excepting that, instead of buying our parts on the outside, we are beginning to make them in our own factories on the outside.

This is a development which holds exceptional consequences, for it means, as I shall enlarge in a later chapter, that highly standardized, highly subdivided industry need no longer become concentrated in large plants with all the inconveniences of transportation and housing that hamper large plants. A thousand or five hundred men ought to be enough in a single factory; then there would be no problem of transporting them to work or away from work and there would be no slums or any of the other unnatural ways of living incident to the overcrowding that must take place if the workmen are to live within reasonable distances of a very large plant.

Highland Park now has five hundred departments. Down at our Piquette plant we had only eighteen departments, and formerly at Highland Park we had only one hundred and fifty departments. This illustrates how far we are going in the manufacture of parts.

Hardly a week passes without some improvement being made somewhere in machine or process, and sometimes this is made in defiance of what is called "the best shop practice." I recall that a machine manufacturer was once called into conference on the building of a special machine. The specifications called for an output of two hundred per hour.

"This is a mistake," said the manufacturer, "you mean two hundred a day—no machine can be forced to two hundred an hour."

The company officer sent for the man who had designed the machine and they called his attention to the specification. He said:

"Yes, what about it?"

"It can't be done," said the manufacturer positively, "no machine built will do that—it is out of the question."

"Out of the question!" exclaimed the engineer, "if you will come down to the main floor you will see one doing it; we built one to see if it could be done and now we want more like it."

The factory keeps no record of experiments. The foremen and superintendents remember what has been done. If a certain method has formerly been tried and failed, somebody will remember it—but I am not particularly anxious for the men to remember what someone else has tried to do in the past, for then we might quickly accumulate far too many things that could not be done. That is one of the troubles with extensive records. If you keep on recording all of your failures you will shortly have a list showing that there is nothing left for you to try—whereas it by no means follows because one man has failed in a certain method that another man will not succeed.

They told us we could not cast gray iron by our endless chain method and I believe there is a record of failures. But we are doing it. The man who carried through our work either did not know or paid no attention to the previous figures. Likewise we were told that it was out of the question to pour the hot iron directly from the blast furnace into mould. The usual method is to run the iron into pigs, let them season for a time, and then remelt them for casting. But at the River Rouge plant we are casting directly from cupolas that are filled from the blast furnaces. Then, too, a record of failures—particularly if it is a dignified and well-authenticated record—deters a young man from trying. We get some of our best results from letting fools rush in where angels fear to tread.

None of our men are "experts." We have most unfortunately found it necessary to get rid of a man as soon as he thinks himself an expert—because no one ever considers himself expert if he really knows his job. A man who knows a job sees so much more to be done than he has done, that he is always pressing forward and never gives up an instant of thought to how good and how efficient he is. Thinking always ahead, thinking always of trying to do more, brings a state of mind in which nothing is impossible. The moment one gets into the "expert" state of mind a great number of things become impossible.

I refuse to recognize that there are impossibilities. I cannot discover that any one knows enough about anything on this earth definitely to say what is and what is not possible. The right kind of experience, the right kind of technical training, ought to enlarge the mind and reduce the number of impossibilities. It unfortunately does nothing of the kind. Most technical training and the average of that which we call experience, provide a record of previous failures and, instead of these failures being taken for what they are worth, they are taken as absolute bars to progress. If some man, calling himself an authority, says that this or that cannot be done, then a horde of unthinking followers start the chorus: "It can't be done."

Take castings. Castings has always been a wasteful process and is so old that it has accumulated many traditions which make improvements extraordinarily difficult to bring about. I believe one authority on moulding declared—before we started our experiments—that any man who said he could reduce costs within half a year wrote himself down as a fraud.

Our foundry used to be much like other foundries. When we cast the first "Model T" cylinders in 1910, everything in the place was done by hand; shovels and wheelbarrows abounded. The work was then either skilled or unskilled; we had moulders and we had labourers. Now we have about five per cent. of thoroughly skilled moulders and core setters, but the remaining 95 per cent. are unskilled, or to put it more accurately, must be skilled in exactly one operation which the most stupid man can learn within two days. The moulding is all done by machinery. Each part which we have to cast has a unit or units of its own—according to the number required in the plan of production. The machinery of the unit is adapted to the single casting; thus the men in the unit each perform a single operation that is always the same. A unit consists of an overhead railway to which at intervals are hung little platforms for the moulds. Without going into technical details, let me say the making of the moulds and the cores, and the packing of the cores, are done with the work in motion on the platforms. The metal is poured at another point as the work moves, and by the time the mould in which the metal has been poured reaches the terminal, it is cool enough to start on its automatic way to cleaning, machining, and assembling. And the platform is moving around for a new load.

Take the development of the piston-rod assembly. Even under the old plan, this operation took only three minutes and did not seem to be one to bother about. There were two benches and twenty-eight men in all; they assembled one hundred seventy-five pistons and rods in a nine-hour day—which means just five seconds over three minutes each. There was no inspection, and many of the piston and rod assemblies came back from the motor assembling line as defective. It is a very simple operation. The workman pushed the pin out of the piston, oiled the pin, slipped the rod in place, put the pin through the rod and piston, tightened one screw, and opened another screw. That was the whole operation. The foreman, examining the operation, could not discover why it should take as much as three minutes. He analyzed the motions with a stop-watch. He found that four hours out of a nine-hour day were spent in walking. The assembler did not go off anywhere, but he had to shift his feet to gather in his materials and to push away his finished piece. In the whole task, each man performed six operations. The foreman devised a new plan; he split the operation into three divisions, put a slide on the bench and three men on each side of it, and an inspector at the end. Instead of one man performing the whole operation, one man then performed only one third of the operation—he performed only as much as he could do without shifting his feet. They cut down the squad from twenty-eight to fourteen men. The former record for twenty-eight men was one hundred seventy-five assemblies a day. Now seven men turn out twenty-six hundred assemblies in eight hours. It is not necessary to calculate the savings there!

Painting the rear axle assembly once gave some trouble. It used to be dipped by hand into a tank of enamel. This required several handlings and the services of two men. Now one man takes care of it all on a special machine, designed and built in the factory. The man now merely hangs the assembly on a moving chain which carries it up over the enamel tank, two levers then thrust thimbles over the ends of the ladle shaft, the paint tank rises six feet, immerses the axle, returns to position, and the axle goes on to the drying oven. The whole cycle of operations now takes just thirteen seconds.

The radiator is a complex affair and soldering it used to be a matter of skill. There are ninety-five tubes in a radiator. Fitting and soldering these tubes in place is by hand a long operation, requiring both skill and patience. Now it is all done by a machine which will make twelve hundred radiator cores in eight hours; then they are soldered in place by being carried through a furnace by a conveyor. No tinsmith work and so no skill are required.

We used to rivet the crank-case arms to the crank-case, using pneumatic hammers which were supposed to be the latest development. It took six men to hold the hammers and six men to hold the casings, and the din was terrific. Now an automatic press operated by one man, who does nothing else, gets through five times as much work in a day as those twelve men did.

In the Piquette plant the cylinder casting traveled four thousand feet in the course of finishing; now it travels only slightly over three hundred feet.

There is no manual handling of material. There is not a single hand operation. If a machine can be made automatic, it is made automatic. Not a single operation is ever considered as being done in the best or cheapest way. At that, only about ten per cent. of our tools are special; the others are regular machines adjusted to the particular job. And they are placed almost side by side. We put more machinery per square foot of floor space than any other factory in the world—every foot of space not used carries an overhead expense. We want none of that waste. Yet there is all the room needed—no man has too much room and no man has too little room. Dividing and subdividing operations, keeping the work in motion—those are the keynotes of production. But also it is to be remembered that all the parts are designed so that they can be most easily made. And the saving? Although the comparison is not quite fair, it is startling. If at our present rate of production we employed the same number of men per car that we did when we began in 1903—and those men were only for assembly—we should to-day require a force of more than two hundred thousand. We have less than fifty thousand men on automobile production at our highest point of around four thousand cars a day!



CHAPTER VI

MACHINES AND MEN

That which one has to fight hardest against in bringing together a large number of people to do work is excess organization and consequent red tape. To my mind there is no bent of mind more dangerous than that which is sometimes described as the "genius for organization." This usually results in the birth of a great big chart showing, after the fashion of a family tree, how authority ramifies. The tree is heavy with nice round berries, each of which bears the name of a man or of an office. Every man has a title and certain duties which are strictly limited by the circumference of his berry.

If a straw boss wants to say something to the general superintendent, his message has to go through the sub-foreman, the foreman, the department head, and all the assistant superintendents, before, in the course of time, it reaches the general superintendent. Probably by that time what he wanted to talk about is already history. It takes about six weeks for the message of a man living in a berry on the lower left-hand corner of the chart to reach the president or chairman of the board, and if it ever does reach one of these august officials, it has by that time gathered to itself about a pound of criticisms, suggestions, and comments. Very few things are ever taken under "official consideration" until long after the time when they actually ought to have been done. The buck is passed to and fro and all responsibility is dodged by individuals—following the lazy notion that two heads are better than one.

Now a business, in my way of thinking, is not a machine. It is a collection of people who are brought together to do work and not to write letters to one another. It is not necessary for any one department to know what any other department is doing. If a man is doing his work he will not have time to take up any other work. It is the business of those who plan the entire work to see that all of the departments are working properly toward the same end. It is not necessary to have meetings to establish good feeling between individuals or departments. It is not necessary for people to love each other in order to work together. Too much good fellowship may indeed be a very bad thing, for it may lead to one man trying to cover up the faults of another. That is bad for both men.

When we are at work we ought to be at work. When we are at play we ought to be at play. There is no use trying to mix the two. The sole object ought to be to get the work done and to get paid for it. When the work is done, then the play can come, but not before. And so the Ford factories and enterprises have no organization, no specific duties attaching to any position, no line of succession or of authority, very few titles, and no conferences. We have only the clerical help that is absolutely required; we have no elaborate records of any kind, and consequently no red tape.

We make the individual responsibility complete. The workman is absolutely responsible for his work. The straw boss is responsible for the workmen under him. The foreman is responsible for his group. The department head is responsible for the department. The general superintendent is responsible for the whole factory. Every man has to know what is going on in his sphere. I say "general superintendent." There is no such formal title. One man is in charge of the factory and has been for years. He has two men with him, who, without in any way having their duties defined, have taken particular sections of the work to themselves. With them are about half a dozen other men in the nature of assistants, but without specific duties. They have all made jobs for themselves—but there are no limits to their jobs. They just work in where they best fit. One man chases stock and shortages. Another has grabbed inspection, and so on.

This may seem haphazard, but it is not. A group of men, wholly intent upon getting work done, have no difficulty in seeing that the work is done. They do not get into trouble about the limits of authority, because they are not thinking of titles. If they had offices and all that, they would shortly be giving up their time to office work and to wondering why did they not have a better office than some other fellow.

Because there are no titles and no limits of authority, there is no question of red tape or going over a man's head. Any workman can go to anybody, and so established has become this custom, that a foreman does not get sore if a workman goes over him and directly to the head of the factory. The workman rarely ever does so, because a foreman knows as well as he knows his own name that if he has been unjust it will be very quickly found out, and he shall no longer be a foreman. One of the things that we will not tolerate is injustice of any kind. The moment a man starts to swell with authority he is discovered, and he goes out, or goes back to a machine. A large amount of labour unrest comes from the unjust exercise of authority by those in subordinate positions, and I am afraid that in far too many manufacturing institutions it is really not possible for a workman to get a square deal.

The work and the work alone controls us. That is one of the reasons why we have no titles. Most men can swing a job, but they are floored by a title. The effect of a title is very peculiar. It has been used too much as a sign of emancipation from work. It is almost equivalent to a badge bearing the legend:

"This man has nothing to do but regard himself as important and all others as inferior."

Not only is a title often injurious to the wearer, but it has its effect on others as well. There is perhaps no greater single source of personal dissatisfaction among men than the fact that the title-bearers are not always the real leaders. Everybody acknowledges a real leader—a man who is fit to plan and command. And when you find a real leader who bears a title, you will have to inquire of someone else what his title is. He doesn't boast about it.

Titles in business have been greatly overdone and business has suffered. One of the bad features is the division of responsibility according to titles, which goes so far as to amount to a removal altogether of responsibility. Where responsibility is broken up into many small bits and divided among many departments, each department under its own titular head, who in turn is surrounded by a group bearing their nice sub-titles, it is difficult to find any one who really feels responsible. Everyone knows what "passing the buck" means. The game must have originated in industrial organizations where the departments simply shove responsibility along. The health of every organization depends on every member—whatever his place—feeling that everything that happens to come to his notice relating to the welfare of the business is his own job. Railroads have gone to the devil under the eyes of departments that say:

"Oh, that doesn't come under our department. Department X, 100 miles away, has that in charge."

There used to be a lot of advice given to officials not to hide behind their titles. The very necessity for the advice showed a condition that needed more than advice to correct it. And the correction is just this—abolish the titles. A few may be legally necessary; a few may be useful in directing the public how to do business with the concern, but for the rest the best rule is simple: "Get rid of them."

As a matter of fact, the record of business in general just now is such as to detract very much from the value of titles. No one would boast of being president of a bankrupt bank. Business on the whole has not been so skillfully steered as to leave much margin for pride in the steersmen. The men who bear titles now and are worth anything are forgetting their titles and are down in the foundation of business looking for the weak spots. They are back again in the places from which they rose—trying to reconstruct from the bottom up. And when a man is really at work, he needs no title. His work honours him.

All of our people come into the factory or the offices through the employment departments. As I have said, we do not hire experts—neither do we hire men on past experiences or for any position other than the lowest. Since we do not take a man on his past history, we do not refuse him because of his past history. I never met a man who was thoroughly bad. There is always some good in him—if he gets a chance. That is the reason we do not care in the least about a man's antecedents—we do not hire a man's history, we hire the man. If he has been in jail, that is no reason to say that he will be in jail again. I think, on the contrary, he is, if given a chance, very likely to make a special effort to keep out of jail. Our employment office does not bar a man for anything he has previously done—he is equally acceptable whether he has been in Sing Sing or at Harvard and we do not even inquire from which place he has graduated. All that he needs is the desire to work. If he does not desire to work, it is very unlikely that he will apply for a position, for it is pretty well understood that a man in the Ford plant works.

We do not, to repeat, care what a man has been. If he has gone to college he ought to be able to go ahead faster, but he has to start at the bottom and prove his ability. Every man's future rests solely with himself. There is far too much loose talk about men being unable to obtain recognition. With us every man is fairly certain to get the exact recognition he deserves.

Of course, there are certain factors in the desire for recognition which must be reckoned with. The whole modern industrial system has warped the desire so out of shape that it is now almost an obsession. There was a time when a man's personal advancement depended entirely and immediately upon his work, and not upon any one's favor; but nowadays it often depends far too much upon the individual's good fortune in catching some influential eye. That is what we have successfully fought against. Men will work with the idea of catching somebody's eye; they will work with the idea that if they fail to get credit for what they have done, they might as well have done it badly or not have done it at all. Thus the work sometimes becomes a secondary consideration. The job in hand—the article in hand, the special kind of service in hand—turns out to be not the principal job. The main work becomes personal advancement—a platform from which to catch somebody's eye. This habit of making the work secondary and the recognition primary is unfair to the work. It makes recognition and credit the real job. And this also has an unfortunate effect on the worker. It encourages a peculiar kind of ambition which is neither lovely nor productive. It produces the kind of man who imagines that by "standing in with the boss" he will get ahead. Every shop knows this kind of man. And the worst of it is there are some things in the present industrial system which make it appear that the game really pays. Foremen are only human. It is natural that they should be flattered by being made to believe that they hold the weal or woe of workmen in their hands. It is natural, also, that being open to flattery, their self-seeking subordinates should flatter them still more to obtain and profit by their favor. That is why I want as little as possible of the personal element.

It is particularly easy for any man who never knows it all to go forward to a higher position with us. Some men will work hard but they do not possess the capacity to think and especially to think quickly. Such men get as far as their ability deserves. A man may, by his industry, deserve advancement, but it cannot be possibly given him unless he also has a certain element of leadership. This is not a dream world we are living in. I think that every man in the shaking-down process of our factory eventually lands about where he belongs.

We are never satisfied with the way that everything is done in any part of the organization; we always think it ought to be done better and that eventually it will be done better. The spirit of crowding forces the man who has the qualities for a higher place eventually to get it. He perhaps would not get the place if at any time the organization—which is a word I do not like to use—became fixed, so that there would be routine steps and dead men's shoes. But we have so few titles that a man who ought to be doing something better than he is doing, very soon gets to doing it—he is not restrained by the fact that there is no position ahead of him "open"—for there are no "positions." We have no cut-and-dried places—our best men make their places. This is easy enough to do, for there is always work, and when you think of getting the work done instead of finding a title to fit a man who wants to be promoted, then there is no difficulty about promotion. The promotion itself is not formal; the man simply finds himself doing something other than what he was doing and getting more money.

All of our people have thus come up from the bottom. The head of the factory started as a machinist. The man in charge of the big River Rouge plant began as a patternmaker. Another man overseeing one of the principal departments started as a sweeper. There is not a single man anywhere in the factory who did not simply come in off the street. Everything that we have developed has been done by men who have qualified themselves with us. We fortunately did not inherit any traditions and we are not founding any. If we have a tradition it is this:

Everything can always be done better than it is being done.

That pressing always to do work better and faster solves nearly every factory problem. A department gets its standing on its rate of production. The rate of production and the cost of production are distinct elements. The foremen and superintendents would only be wasting time were they to keep a check on the costs in their departments. There are certain costs—such as the rate of wages, the overhead, the price of materials, and the like, which they could not in any way control, so they do not bother about them. What they can control is the rate of production in their own departments. The rating of a department is gained by dividing the number of parts produced by the number of hands working. Every foreman checks his own department daily—he carries the figures always with him. The superintendent has a tabulation of all the scores; if there is something wrong in a department the output score shows it at once, the superintendent makes inquiries and the foreman looks alive. A considerable part of the incentive to better methods is directly traceable to this simple rule-of-thumb method of rating production. The foreman need not be a cost accountant—he is no better a foreman for being one. His charges are the machines and the human beings in his department. When they are working at their best he has performed his service. The rate of his production is his guide. There is no reason for him to scatter his energies over collateral subjects.