In 1924, the American market for cars became saturated. That meant that almost everyone who could buy a car had already bought one. In order to still sell about the same number of cars, Alfred P. Sloan Jr. who worked at General Motors suggested that new cars should look different every year. This way, at least some car owners would buy a new car every year. This idea was not new. It had already been tried with bicycles, but people say it was Sloan's idea. Sloan often used the words "dynamic obsolescence", but people who did not like the idea called it "planned obsolescence".