Abstract
The possession of an automobile prior to the Second World War was still an elite phenomenon, and the number of registered automobiles was low. Europe was no exception, especially Austria. Unusually detailed numerical vehicle registration data nevertheless show the growing importance of motorists as a target for motor vehicle advertising and as objects of official statistics in the 1930s. The paper uses the information to examine the affordability of automobility at that period of transition, automobile sales strategies and the use made of cars by Austrians in different occupations.
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