FLASHBACK – Dec. 20, 1957: A.D. slashes gas price to less than 38 cents a gallon

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This article was published 16/10/2021 (1286 days ago), so information in it may no longer be current.

In a characteristic move that typifies Steinbach’s competitive business climate in recent years, veteran garage man A.D. Penner slashed the retail price on standard gasoline to 37.7 cents a gallon at the pumps to mark the opening of a brand new Penner’s Dodge-DeSoto garage.

Coming at the same time as the move to the new $100,000 building at the corner of Highway 12 and Main Street, the price cutting move prompted lively comment from competitors and a most favorable reaction from motorists, who lined up at the pumps to take advantage of the bargain.

Penner, a husky farm boy, who went into the car dealership business with only a brief case full of confidence, during the Depression of the 1930’s, claims an increased turnover in business has made it possible to offer the gasoline price cut as part of his celebration upon moving into a new building.

The drastic price cut, A.D. says, is intended to draw attention to the large price spread between higher Winnipeg prices and Steinbach’s lower prices, not only on gasoline, but for cars and trucks as well. The owner of Steinbach Penner’s Dodge-DeSoto is pleased to be the leader again in bringing such tremendous savings to the motoring public.

The low gas price gave Steinbach residents an opportunity to get a sneak peek at the new Penner’s Garage, and an opportunity for one last tank of cheap gasoline at A.D.’s old location across from Pete’s Inn.

The service department of what A.D. describes as rural Manitoba’s most modern garage would open for business a week later than the gasoline pumps and service island.

As part of the new equipment in the service department, the garage features a $10,000 gadget called a “dynamometer”, which possesses almost clairvoyant powers. The machine allows mechanics to “road test” a customer’s car right in the garage. The machine registers speed, power, gasoline mileage, acceleration and any other testing the mechanic would like to do.

The wonderful feature, A.D. says, is that the dynamometer allows mechanics to correct all faults while the car is in operation under actual road conditions, and at any desired speed. This equipment will also prove to be invaluable when making sure trade-ins are in tip top shape before being displayed on the used car lot at the garage.

Other new equipment at Penner’s includes five hoists and a new “visualizer” for wheel alignments, and all the latest equipment for wheel balancing.

Never short of ideas for innovative promotions, the slashing of gas prices is just the latest A.D. Penner scheme to lure in customers. An annual Dodge Give-Away-Day with entertainment brought in from the United States, always fills the lot with potential car buyers and a “Wanted Poster,” offering a reward of 50 cents a pound for large men in the market for a truck, also had astonishing results.

Perhaps the most innovative, and the one that garnered the most attention in the city dailies, was the bounty he offered on crows’ eggs in the early 1950’s. A young, smiling, A.D. was photographed, sitting at his desk, with a crow perched on his finger, promising to fork over cash for crows’ eggs to all visitors to the Steinbach dealership.

There is never a dull moment with A.D. around, and people can’t wait to see what he will come up with next. In the meantime, gasoline at 37.7 cents a gallon is a bargain too good to be missed.