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Actually, it
was the Fad of the day. Coupes
were popular with the typical Ford buyer, --especially with the new fad of fashionable drivers, ...Ladies. Ford was strongly pushing these cars in advertising to Businessmen and Ladies.
Think about this. Only about 5 years prior to the Model-A being introduced was a Ford closed car even accepted in the market place. Then during the Model-A era, very few people wanted an open car because they were cold during the winter and wet during rain storms. The tops also did not weather well. Therefore the time had come for a Coupe or Sedan. What better way to market something than to offer different styles for your different clientele (Traveling Salesmen who were wanting something basic and affordable, A Businessman who was looking for something with some Class, and Ladies who were wanting their independence by driving something Elegant.).
Also understand that during the Model-A era, the Model-A generally sold to a lower incomed family. In smaller towns, the Ford dealership network was likely better than Chevrolet or Dodge, but more families preferred to buy a Chevrolet during the Model-A era than those who bought Fords. It was just because it was a more advanced automobile with somewhat nicer upholstery fabric, a 6 cyl. engine, and more color options. Part of the other nonsense was Chevrolet was priced very closely to a Ford, thus Henry advertised his was cheaper but when you factored in buying the bumpers and the spare tire, the price was very close.