Selling the Model T
Released on October 1, 1908, the Ford Model T was a self-starting vehicle with a left-sided steering wheel, featuring an enclosed four-cylinder engine with a detachable cylinder head and a one-piece cylinder block. Fashioned from vanadium alloy steel, it offered superior strength despite its light weight. It also featured a generous ground clearance that could take the worst roads, which made it particularly enticing to rural drivers. The Model T was the first Ford with all its parts built by the company itself.
Selling for $850, it was considered a reasonable value, though still slightly higher than the income of the average American worker. Ford’s goal was to continue lowering prices.
After selling 10,607 Model Ts, Ford announced that the company would cease to sell the Model R or Model S cars, famously remarking that "Any customer can have a car painted any color that he wants so long as it is black."
A Publicity Stunt to the Top of a Scottish Mountain
Ford typically engineered publicity stunts to get his cars covered in British newspapers. In 1911, a Scottish car dealer proposed challenging his son Henry Alexander Jr. to drive a Model T to the summit of Ben Nevis in the Scottish Highlands, the highest mountain in the British Isles at 4,411 feet. The bet was that if he failed to reach the summit Alexander would lose his allowance.
Starting at nearby Fort William, the Model T drove over rocks, across bogs and through snow on a five-day journey. The car ascended to the summit using a zig-zag driving pattern.
After his descent, Alexander was greeted by a cheering crowd of hundreds, after which he made brake adjustments and drove the car back to his father’s dealership in Edinburgh.
Following the publicity, over 14,000 Model Ts were sold in the UK. It was the last time Ford felt a publicity stunt was necessary to sell his cars there.
Highland Park Assembles Model T's in Under 6 Hours
By 1913, a new 60-acre factory was built in Highland Park to churn out Model Ts. At the time it was considered to be the biggest factory in the world, and the number of Ford employees more than doubled.
For this plant, Ford worked to improve the assembly line of the manufacturing process. On April 1 tests were run, an attempt to assemble a flywheel magneto for the Model T. This was the first moving assembly line ever, utilizing conveyor belts inspired by Chicago meatpacking plants.