"Whatever is right can be achieved through the irresistible power of awakened and informed public opinion. Our object, therefore, is not to inquire whether a thing can be done, but whether it ought to be done, to so exert the forces of publicity that public opinion will compel it to be done."-- William Randolph Hearst: Advertisement, N.Y. Herald Tribune, August 19, 1946.

The preparation of this Fact Book literally takes months of work by our editorial staff. There is an abundance of sweat and effort to make it complete. It also requires the fine cooperation of other industry firms and people. And hours and hours of proofreading to insure the accuracy needed to develop it into the 'bible' for the entire market.

Our staff is proud of the results including the updates and the new data included.

One new chart that you might share an interest in with me is the 1974 model year Fleet vs. Retail Sales. It is another first for AF and one that deserves analysis.

Let me help you place the car fleet market in the proper perspective in reference to overall car sales.

Total retail (including fleet) sales for the 1973 model year were 9,775,493 compared to a 1974 total of 7,715,040 showing a whopping 21-percent drop.

Fleet sales for the 1973 model year were 1,228,810 compared to 1974's total of 1,035,589; a droop of less than 16-percent. Not nearly as bad as retail. Fleet sales actually increased their 'share of total market' from 12.6-percent in 1973 to 13.4-percent in 1974. That is one out of every seven and one-half cars sold overall domestically. Not bad.

More impressive, however, is where the fleet market stands with the intermediates (16.2-percent share) and the standard size cars (17.1-percent share). Significantly, the intermediate-standard categories account for 52.7-percent of the total market and this is where fleet sales account for 16.7-percent; or about one out of every six cars sold.

Those figures verify, without question, that the fleet business is large, strong and nearly recession -proof because of the regular cycling of the cars and the high mileage recorded by them; averaging better than 27,000 per year. Nearly three times the national average.

The share of market would be even more impressive if all fleet sales were recorded. Most of the manufacturers base their fleet sales on 'fleet certificate holders' who qualify by purchasing ten or more new ones in a given year. Consider the hundreds of 25 car size fleets who might be cycling 16 cars one year (when they would be counted) and only 9 new ones the next year (when they would not count). There are other shortcomings that prevent the industry from obtaining the true accurate impact of fleet sales.

Nevertheless, whether you are one of those volume buyers or working fleet sales in the dealership, you can star; proud in playing a vital role within the total automotive scene.

Surely hope that you enjoy and utilize the entire issue.