Numbers in the Dark and Other Stories - Italo Calvino [106]
I shall build an automobile for the masses. It will be large enough for a family, but small enough to satisfy the needs of the individual. It will be built with the best materials and by the best men available on the market, following the simplest designs that modern engineering can devise. But it will be priced so low that no man with a decent salary shall be unable to possess it and enjoy together with his family the blessing of a few hours' pleasure in God's great open spaces.’
SPOKESMAN: The Model T… For almost twenty years the factories of Detroit produced this car and no other … You spoke of the needs of individuals … But you're quoted as making this joke: ‘Every client can have his car in his favourite colour, so long as it's black.’ Did you really say this, Mr Ford?
HENRY FORD: Sure, I said it and I wrote it too. How do you think I managed to get my prices down, to put my cars within the reach of everyone's pocket? Do you think I could have done that if I'd introduced new models every year, like ladies' bonnets? Fashion is one of the forms of waste I most detest. My idea was a car whose every component could be replaced, so that it need never grow old. It was the only way I could transform the car from being a luxury item, a prestige accessory, to an essential product everyone must have, one whose worth lies in its utility…
SPOKESMAN: That marked a big change in industrial practices. From then on the efforts of world industry have aimed to satisfy the common consumer, and to increase the demand for consumer goods. That is precisely why industry has tended to design products with built-in obsolescence, things to be thrown out as soon as possible, so that other products can be sold… The system you introduced had consequences which run contrary to your basic ideas: things are produced that soon wear out, or go out of fashion, so as to leave room for other products that are no better than the first but seem newer, products whose fortunes depend entirely on advertising.
HENRY FORD: That wasn't what I wanted. Change only makes sense before you have reached that unique optimum method of production that must exist for every product, the way that will guarantee the maximum economy with the highest yield. There is one method and only one method for making everything in the best possible way. Once you've got there, why change?
SPOKESMAN: So your idea is for a world where all cars are the same?
HENRY FORD: No two things are the same in nature. And the idea that all men are the same and equal is mistaken and disastrous. I've never worshipped equality, but I didn't make a monster out of it either. Even if we do all we can to manufacture identical cars, made of identical components, so much so that any component can be taken from one car and mounted on another, the sameness is no more than apparent. Once you've put it on the road, every Ford handles a little differently from other Fords, and after he's tried a car a good driver will be able to distinguish it from all the others, all he has to do is sit at the wheel, turn the ignition key…
SPOKESMAN: But this world you've helped create … weren't you ever afraid that it might be terribly uniform, monotonous?
HENRY FORD: It's poverty that's monotonous. It's the waste of energy and lives. The people who stood in line outside our hiring office were Italians, Greeks, Poles, Ukrainians, emigrants from all the provinces of the Russian and Austro-Hungarian empires, crowds of them, speaking incomprehensible languages and dialects. They were nobodies, without trade or home. I made honourable men of them, I gave them all a useful job, a salary that made them independent, I turned them into men capable of running their own lives. I made them learn English and