RESEARCH ARCHIVES

The Buyer's Guide

Exceptionally rare 1931 edition of Buick's "The Buyer's Guide."  116 8-1/2" x 11" pages contained in a 9-3/4" x 11-1/2" genuine leather album/three ring binder, all in absolutely pristine condition.  Exceptionally well-illustrated throughout.  Many illustrations are in full color.  Copyrighted in 1930 by Buick Motor Company.  Page #3 of this seldom seen Buick document sates: "The purpose of The Buyer's Guide - To make a contribution of organized constructive information to benefit a buyer or a seller.  To present a practical, sound, easy, safe and permanent way of analyzing and evaluating the seen and hidden qualities of a product.  To present The Easy, Quick and Safe Way to Know Buick Value.  To show how the acceptance of the Buick Accurate Appraisal secures for the Buyer the best investment in the end.  To present some basic reasons why prices differ." 

Here at the BHA, this one of the most informative pieces of 1931 Buick literature we have seen.  Intended strictly as a dealer-only document, it is divided into three parts, with 15 tabbed subsections, as follows: Part One-Constructive Information for a Buyer or a Seller: (i) Five Laws for Buying or Selling, (ii) The Trend of The Automobile Industry, (iii) How Automobile Buyers Lose Money.  Part Two-Presentation of the Buick market: (i) The Easy, Quick and Safe Way to Know Buick Value, (ii) Buyer's Need, (iii) Buick Distinctive Features and Fisher Body, (iv) Buick Dependability, (v) Buick Performance, (vi) Buick Service, (vii) Buyer's Investment, (viii) Buick Principles of Merchandising.  Part Three-Reasons Why Prices Differ: (i) Principles of Business, (ii) Different Methods of Merchandising, (iii) Follow the Facts.  This book contains many excellent production photographs and engineering facts.  Contains a highly detailed color rendering of each 1931 Buick Model (except 8-96C and 8-56C, introduced mid-model year).  Provides fabulous insight into Buick's marketing and merchandising techniques of the time.