The following appeared as part of an article in the business section of a local newspaper:
“Motorcycle X has been manufactured in the United States for more than 70 years. Although one foreign company has copied the motorcycle and is selling it for less, the company has failed to attract motorcycle X customers—some say because its product lacks the exceptionally loud noise made by motorcycle X. But there must be some other explanation. After all, foreign cars tend to be quieter than similar American-made cars, but they sell at least as well. Also, television advertisements for motorcycle X highlight its durability and sleek lines, not its noisiness, and the ads typically have voice-overs or rock music rather than engine-roar on the sound track.”
Discuss how well reasoned you find this argument. In your discussion be sure to analyze the line of reasoning and the use of evidence in the argument. For example, you may need to consider what questionable assumptions underlie the thinking and what alternative explanations or counterexamples might weaken the conclusion. You can also discuss what sort of evidence would strengthen or refute the argument, what changes in the argument would make it more logically sound, and what, if anything, would help you better evaluate its conclusion.
The author makes a point of saying that foreign cars tend to be quieter than similar American-made cars, but they sell at least as well. This line of reasoning is faulty on several fronts. First of all, statistics do not show that foreign cars are quieter than American-made cars. It could be that the majority of foreign cars are manufactured to a higher standard of quality, thereby resulting in a better product. In the United States, cars are required by law to have sound insulation installed so that noisy engines do not disturb nearby residents. (This requirement exists because in earlier years, many drivers were stopped and fined for excessive noise, and this resulted in many drivers installing acoustic mufflers on their engines to make them quieter.) The manufacturer could also have designed motorcycle X to be quieter. The other problem with this line of reasoning is that statistics do not prove that foreign cars sell at least as well. It is possible that the quality of foreign cars is inferior, thereby resulting in poorer sales. Another major problem with the argument is that the author assumes that the loud noise made by motorcycle X is the reason why it does not sell as well as it could. While it is true that the product does not sell as well as it could, it could also be that people do not want to buy a motorcycle as loud as a Harley. Motorcycles make a lot of noise, and some riders prefer a quieter ride. Ironically, the loud roar of a motorcycle is one of the things that makes motorcycle riding so exhilarating
The author also states that television advertisements for motorcycle X highlight its durability and sleek lines, not its noisiness. This may be true for some advertisements, but the author does not provide any evidence to support his assertion. The advertisements that are mentioned could be examples of good advertising, but the author does not say. Most advertisements are for products that sell well, and advertisements for products that do not sell as well are a waste of money. For example, if a company advertises a soft drink that few people buy, the ad is a waste of money, but if the company advertises a soft drink that is very popular, the ad is a good investment
The author concludes that there must be some other explanation. However, he does not explain what that explanation might be. It is possible that motorcycles are too expensive for many Americans. Another possibility is that the manufacturer does not sell enough motorcycles, or they take too long to build. The manufacturer could also have designed motorcycle X to be more expensive than its competitors’ products. If the company made motorcycle X less expensive, more people could buy it. It is also possible that the manufacturer does not advertise because the costs of advertising are too high. If the company spent less money on advertising, it could spend more on product development. Even if a foreign company produced motorcycle X, it would not sell well if it was not designed well. The problem with the advertisements is that the author does not say whether they are the best advertisements for motorcycle X
The best argument the author makes is his conclusion that there must be some other explanation. If the line of reasoning he provides is sound, then some explanations are more likely than others. For example, it is possible that the manufacturer does not spend enough time and money developing motorcycle X, or that the manufacturer does not spend enough money on advertising. It is also possible that the manufacturer does not produce a quality product. Motorcycle X might have done better if the company spent more money on research and development. Another possibility is that the manufacturer does not deal with enough dealers. Since the manufacturer does not produce enough motorcycles to satisfy the demand, dealerships have to sell the remaining stock. Since dealers are in business to make money, they are likely going to suggest that the products they sell sell well. If the dealers are selling motorcycles that the manufacturer does not sell, then the manufacturer might want to rethink its marketing strategy. Unfortunately, the author does not state what these other explanations might be, so his statement that there must be some other explanation cannot be confirmed.