 From the mid 1910s through the early 1920s, Ford dominated the automotive market with its Model T. However, during the mid-1920s, this dominance eroded as competitors, especially the various General Motors divisions, caught up with Ford's mass production system and began to better Ford in some areas, especially by offering more powerful engines, new convenience features, or cosmetic customization.Also, features Henry Ford considered to be unnecessary, such as electric starters, were gradually shifting in the public's perception from luxuries to essentials.Ford's sales force recognized the threat and advised Henry to respond to it.