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1) Henry Ford's impact on the auto industry 2) Rivera Frescoes at the Detroit Institute of Art representing the auto industry of the period.3) Frescoes were sponsored by the Ford family.

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Page 1: Henry Ford
Page 2: Henry Ford

Henry FordProduction Genius and Wise Marketer

Knew the importance of

customer satisfaction

Page 3: Henry Ford

Henry FordProduction Genius and Wise Marketer

• Wanted inexpensive auto transportation

• Determined the price the market was willing to pay for a car

• Designed a car that could manufactured and sold at that price

Page 4: Henry Ford

Henry FordProduction Genius and Wise Marketer

• Created a durable product

• Created the assembly line process

• By 1921 = owned 60% of the U.S. market

• From 1909-1926 price dropped from $850 to $263

Page 5: Henry Ford

Unit Sales

YearPrice of Model T

RunaboutFord Motor Sales

(millions)FMC Net Income

(millions)1908 $ 850.00 4.7 1.1

1909 $ 750.00 9 3

1910 $ 580.00 16.7 4.1

1911 $ 590.00 24.6 7.8

1912 $ 525.00 42.5 13.5

1913 $ 500.00 89.1 27.1

1914 $ 440.00 119.4 33

1915 $ 290.00 121.1 30

1916 $ 345.00 206.8 57

1926 $ 263.00

Page 6: Henry Ford

Ford Production

Page 7: Henry Ford

Alfred SloanPresident of GM

• Problem: Chevrolet• Solution: Market Niche = Second Time

Buyers• Priced Higher• Featured Closed Bodies• DuPont – paint of choice with durable

color• Utility buyers would begin buying used

cars

Page 8: Henry Ford

Alfred Sloan

• “With Ford in almost complete possession of the low price field, it would have been suicidal to compete with him head on. No conceivable amount of capital short of the U.S. Treasury could have sustained the losses required to take away his game”

Page 9: Henry Ford

Sloan’s Strategy

• Ford’s Model T car supplied utility transportation, reliable but not fancy. Until early in the 1920’s there were few used cars. Most customers were buying their first car, and they generally bought new Model T’s.

Page 10: Henry Ford

Sloan’s Strategy• When buyers bought their

second car, they would trade in the Model T and would want to buy something better. Thus, Sloan reasoned, these second time buyers would be in good market for a car slightly better than a Model T and priced slightly higher. He introduced the Chevy “K”

Page 11: Henry Ford

DIA – Rivera CourtDetroit Industry Murals

Page 12: Henry Ford

DIA – Rivera CourtDetroit Industry Murals

The Detroit Industry fresco cycle was conceived by Mexican muralist Diego Rivera (1886–1957) as a tribute to the city's manufacturing base and labor

force of the 1930s. Rivera completed the twenty-seven panel work in eleven months, from April 1932 to March 1933. It is considered the finest example of Mexican mural art in the United States, and the artist thought it the best work

of his career.Rivera was a Marxist who believed that art belonged on public walls rather than in private galleries. He found his medium in the fresco, where paint is

applied to wet plaster. Its vast size allowed him to explore grand and complex themes, which would be accessible to a large audience. In Mexico, Rivera's

murals tied modern Mexican culture to its indigenous roots, revealing the ancient Indian cultures as Mexico's true heritage. Similarly, Rivera's Detroit Industry murals depict industry and technology as the indigenous culture of

Detroit.

Page 13: Henry Ford

DIA – Rivera CourtPhoto Items to Discover

• Facial expressions of workers and supervisors

• 2 Rivera self-portraits• Bird of peace and bird of war• Little red finished car• Henry Ford/Thomas Edison• Detroit river ore boat• Duality of life and death• Henry Ford’s derogatory

attitude toward his “grunt” workers

• Idealism of the Rouge Plant• Grim reality of the Rough Plant

Page 14: Henry Ford

DIA – Rivera CourtMore Photo Items to Discover

• Edsel B. Ford and William Valentiner (DIA Director)

• 4 races and hands and minerals• Workers looking strong• Workers looking like ballet dancers• Man’s interdependence with nature• Female workers• Something unique about the Rouge

Ford Plant• Cultural diversity of the workers• Airplanes of peace – Airplanes of war• Your own personal favorite part of

the murals

Page 15: Henry Ford

Frescoes Themes

• Machinery and it’s functions

• Exchange of technology and natural resources between North and South America

• Cooperation between engineers who develop technology and the physical labor of the workers who build the machinery and the end-product

Page 16: Henry Ford

Diego RiveraWanted his painting to show…

• The human spirit that is embodied in the machine

• The hope that is in the machine• His goal – to convey the idea

that technology is an expression of the fundamental unity of the world

• Visual beauty of the machinery • It’s potential benefit to society

Page 17: Henry Ford

Diego RiveraThe Impact…

• Influenced many American artist in the 1930’s

• U.S. government commissioned artist to paint mural on many public buildings

• Artists were given booklets published by our government describing Rivera’s style and fresco mural techniques.

Page 18: Henry Ford

Diego RiveraThe Criticisms…

• Improper, obscene

• Feared the Socialist influences in his work (Communistic)

• Sacrilegious

• Note: The Rivera fresco’s were a gift of Edsel B. Ford to the DIA

Page 19: Henry Ford

“The highest use of capital is not to make more money, but to make money do more for the betterment of life” - Henry Ford

Page 20: Henry Ford