THE RISE OF FORDISM

If any individual exemplified the new consumer society, it was Henry Ford. The son of an immigrant Irish farmer, Ford had worked as an apprentice in Michigan machine shops and later as an engineer for the Edison Illuminating Company. Ford did not invent the automobile, but he developed the techniques of production and marketing that brought it within the reach of ordinary Americans. In 1905, he established the Ford Motor Company, one of dozens of small automobile manufacturing firms that emerged in these years. Three years later, he introduced the Model T, a simple, light vehicle sturdy enough to navigate the country’s poorly maintained roads. While early European models like the Mercedes aimed at an elite market and were superior in craftsmanship, Ford concentrated on standardizing output and lowering prices.

The Return from Toil, a drawing by John Sloan for the radical magazine The Masses, pictures working women not as downtrodden but as independent-minded, stylish, and self-confident.

The assembly line at the Ford Motor Company factory in Highland Park, Michigan, around 1915.

In 1913, Ford’s factory in Highland Park, Michigan, adopted the method of production known as the moving assembly line, in which car frames were brought to workers on a continuously moving conveyor belt. The process enabled Ford to expand output by greatly reducing the time it took to produce each car. In 1914, he raised wages at his factory to the unheard of level of five dollars per day (more than double the pay of most industrial workers), enabling him to attract a steady stream of skilled laborers. Labor conditions in the Ford plant were not as appealing as the wages, however: assembly-line work was monotonous (the worker repeated the same basic motions for the entire day), and Ford used spies and armed detectives to prevent unionization. When other businessmen criticized him for endangering profits by paying high wages, Ford replied that workers must be able to afford the goods being turned out by American factories. Ford’s output rose from 34,000 cars, priced at $700 each, in 1910, to 730,000 Model T’s that sold at a price of $316 (well within the reach of many workers) in 1916. The economic system based on mass production and mass consumption came to be called Fordism.

Table 18.5 SALES OF PASSENGER CARS