While Henry Ford had been a prominent automobile manufacturer before 1908, it was this new “universal” car that brought a new era in America. The automobile was no longer intended for sportsmen alone, but for all those who could afford to buy one, and Henry Ford intended to see that the price of his automobile was low enough for millions of people to own a Ford car. Soon after the success of the model T was assured, Henry Ford was asked about the secret of his ability to produce automobiles. He divulged his “secret” in these terms: have a simple design, use the latest machinery, standardize the parts, make the entire automobile yourself, and always have a good supply of materials on hand. Throughout the rest of his life, he held to these principles. By 1911, Ford cars were manufactured by the hundreds of thousands. The process of assembling automobiles received more and more attention, and by 1914, a Ford car could be put together in an hour and a half. By the end of 1915, a million model T’s had been produced. It had taken seven years to make this many of them, but in the next eleven years, fourteen million more were placed on the market. The model T Ford was the “universal car” in fact as well as in name. While model T’s changed in appearance from year to year, there was an even greater and never-ending change in the process of manufacturing them. The resulting economies brought lower prices, and this meant more cars for more people. Henry Ford was ever on the lookout for ways and means to produce cars more efficiently. By 1914, a floor conveyor was in operation at the Highland Park plant, so that the half-completed cars moved through the plant while the workers stayed in one place. This assembly line became the key to greater production. In order to keep the line moving smoothly, machinery was continually being rearranged and new chutes and conveyors were installed. Each improvement brought new and often unforeseen problems in the never-ending task of fitting together the pieces of the huge jig-saw puzzle of production. Although the Ford Motor Company did not manufacture the parts that were used in assembling the first Ford, this policy was changed through the years. More and more of the model T was made by the company in its own plant. In 1915, Henry Ford sent an agent out to Dearborn to buy farm land along the River Rouge—thousands of acres were purchased. Now there would be room not only to enlarge the assembly line itself, but to manufacture more of the Ford in one factory. Here it would be possible to begin with raw materials—iron ore, sand, cotton, rubber, and the countless other materials—and convert them into steel, glass, and cloth to make the Ford. With this in view, a tremendous program of construction was begun along the banks of the River Rouge.