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About Omaha daily bee. (Omaha [Neb.]) 187?-1922 | View Entire Issue (Feb. 20, 1916)
THE OMAHA SUNDAY BEE: FKBHUAKY SO, l!lln. AMERICAN MOTORS TO LEAD AFTER WAR John N. Willyi Predicts Close of the European Struggle Will Mark Hew Era of Prosperity. ADVERTISING PAYS DIVIDENDS Br JOHV N. WILLYS. President Tha Wllljrs-Ovsrland Company. Tha afact of tha European war on tha , futura of tha automoMla industry la ft question that is twin discussed fraaly , by motor car manufacturers at tha show. J hava found that tha consensus of pin- , Ion among the big producers In this coun try. Is. that the and of tha great struggle will mark the beginning of a new era of prosperity for American cars. v The European war has already created a boom In the American motor car mar ket. It has opened entirely new' fields all aver the world for American built cars. Much of this territory was for merly supplied by foreign automobile makers. , Hut with tha outbreak of the war and the subsequent taking over of tha foreign factories for building war supplies, this enormous field was left wide open to American manufacturers. And now that these new buyers hare discovered the great, advantages offered by American cars at any price, they will nevac entirely abandon this country's trade to go back to foreign makers at tha close of the war. Tha outbreak of hostilities could not have come at a mora inopportune time for tha manufacturers abroad. They had already been-pushed to tha limit to meet tha- competition of American cars, but when tha war forced them to glva up their general trade they lost all chance of, holding the market But even If tha war had been averted. It would hava been only a cuestlon of time before -American cars would have won their way In foreign fields. Improvements by Quantity. Tha Quantity production methods ,now In ague in this country has enabled manufacturers to put tha maximum of quality Into their ! product .at a mntmum . cost. The i motor cars that are being manufactured In tha Mg American plants today are better made, give better service, and sell at approximately half the price that they did a few years ago. On tha other hand, tha foreign makers hava limited their productions to a com paratively small number of cars each year.' And It makes no difference whether tha product be motor oars or lead pencils, the factory that has the facilities for manufacturing In large quantities is tha one that turns out the bast and lowest priced article. This is true particularly whan the article Is backed up by good, substantial adver tising such as that of many American manufacturers. The unadvertlsed prod uct will not sell readily, no matter how attractive the quality or price. Any retail morchant who carries on his shelves goods that are not advertised,. will bear witness ' to. the truth, of this statement. Any salesman in the world, who knows his business, will tell you that advertised goods are sold at a smaller sales cost thin those' unknown to tha general trade. 1 ? . It Pays to Advertise In my own business I have found that lntelllgonti truthful advertising has. paid diyldenU in two different directions. For instancer-tha 'extensive publicity given, the bverlind car has enabled our com pany to market many more cats than we could otherwise do, and this very rrowth allows us to offer purchasers a contin ually increasing car value for a contin ually decreasing price. The manufacturer who falls lo make, free use or printers' ink is forced to limit his product, and mite ile selling price in order to break even, i .', ' . Tiie average unsuccessful manufacturer can often Jrace 'his troublea to the lack of adverlts'ng. ''. His ilant may produce a good article unC hlb organization may : be capable, but Un'cSs he keeps his product before the I ui. lie, VuroiiSh. Judicious advertising, ha v. 11 lrsa out eventually to his more pro- n4f-ti competitors, ' .Innumerable rauurea navw vccarrai thvnugh ovoiconfidence on the part of t.e manufut-turer in undervaluing the piwr of continuous advertising. Possibly early success has led him to believe that iil.s product would sell Itself. For a season or two be may. have been unable to sup ply the demand for his goods. Then his advertising appropriation is cut. As the reiiult 6t his short-sightedness a slack period comes. Business drops off rapidly and eventually he starts In to exploit his product1 again. But In the meantime com petition' has sprung up. Other concerns ore in the field and he find himself practically, starting in from scratch, years behind his competitors. The com petitors hsd been consistent advertisers, through the period of prosperity, white ha had entirely overlooked the truth of the old adage- "out of sight out of mind." Foshier Is Pleased At Reception of His New Dort Car W. It?. Foshier of the Foshler-Fiifrer Company Is enthusiastic over the outlook for surevM of the Port car. Mr. Foshier Points out that reports from manufac turing centers show the year 1P1S Just closed has been the most successful in tha history of tha automobile industry. This was partleulsrly emphasized Ust week by J. D. Dort. president of the iDort Motor Car company. Flint, Ml-h., who has stated that In addition to this the outlook for 191S shows that there will be no diminution in tha supply of ears by the manufacturers or In the de mand for them by the consumer. Mr. Port Is very sanguine for 1918 and Is par ticularly enthusiastic In relation to those rare of superior workmanship that sell at a low jiie. Tha Port Motor Car company Is tha on manufacturer of cars that Is In a po sition to forecast the future probably batter than any other automobile makers In tha country. Tha Dort Motor Car company Is the outgrowth of the Pursnt Dort Carriage company of Flint, Mich., manufacturers of tha famous Hlue Rib bon bungles, who during the last twenty nine years hava established a reputation throughout tha entire I'nlted States for excellent quality In lha making and pro ducing of vehicles. Fortified with this experience In tha vehlels business and being In close touch with tha conditions In the automobile world, tha Iv.rt Motor Car company placed tha Dort car on tha market with tha Idea that they would produce the best car lhat had ever been offered to the American publlo at a prlea that is relatively lower than any other car that has been tnsde. Strong Demand for Low-Priced Car of High-Grade Quality That the low-priced, hlsh-rrsrte ear meals a long-felt demand from the public is fully demonstrated by the unprece dented aales of the Podge ilrothers ear during its first year on the American market Commenting on this and the ever Increasing demand fur these cars, Rus Sell Huff, chief engineer of Podue Broth ers, says: "The discriminating buyer of today fully appreciates smoothness, ap pearance, quality, durability and perform ance In a motor car, but until recently such a ear at a low pries was considered an Impossibility. It remained for the Podge PrOthera to make possible such a car for the public. Their unlimited re sources, yv-ars of engineering experience and exeeptlnnsl manufacturing facilities hava enabled them to produce a ear of tb highest order at very low price. "The public has been quirk to realise lhat first quality means low maintenance costs and that light weight construction means low operating cost. The artisan, lha agriculturist, th professional man and the banker, alke, respect tha prophetic warnings predicting still higher prices for gasoline, oils, tlrea and supplies of all kinds snd loin in dcmnmllng a car of th Iodga type." For Fat Man. Th corpulent motorist wha drives bis own car no looser n-o1 iie himself under the steeiintt wheel in taking his eat. 'i'o o' iae th'" nnii at the same time to provide for entrance and exit for front seat pn-senar at eltlier the ri-hi or liflit slile of the or. tha Cadillac has r,-.vfn.,.,j a hlnred t.eing wheel. This wtieel may be dropped Into vertical post tlon and when the passengers have he eoTne -eit'.-.i eo" i u alu v . the steering wheel is simply raised snd automatically locked Into normal driving position. Caro Exercised In Manufacture of Champion Spark Plug Wrtll torrents of Words hava bn spread over th pages hf newspapers and trad publications, calling attention, to the are enerelsed by manufacturers In building automobiles, little ' or nothing has bean said about tha Inflntta caution maintained by tt.a maker of srtaln ao erssorlea, which. Is solely responsible for their satisfactory service. For Instance, few peo In realize the great amount of care snd Inspection necessary In thu manufartnr of spark plugs... Th Champion Spark Flug company, the largest manufacturers of spark plugs In tho world, maintains an Inspection sys tem so complete and exacting that tha returns of the plugs to tha factory en account of defective workmanship Is less than one-thousandth of 1 per cent. From tha time tha plug Is first start ad In tha process of manufacture until Ita final completion, there are fourteea aep srsta and distinct Inspections. This ks made necessary bee ansa every one of the; component parts of the spark plug aaust be perfect In order to stand up undes? tha most stver and trying service conditions. A better realisation of what this method of manufacture and Inspection mean can be had from taa fael that th Champion Fpark company' cart afford" arid "does give n unqualified guarantee of satisfactory service with 'every-plug. ' ' Tarda "ell Rookie. ' ' Tha Pt. Louis club has sold a young player from Charleston. Vf. Vs., named Howard (Oole) Cochran to the Portland club of the Taclflo Coast league. si HI $ig Demand for New Series Seventeen of the Studebakers Record sales of the new series seven teen models are reported by the Stude 1 baiter Corporation following the an nouncement of these cars two weeks ago. Iln fact, figures show that more actual orders were received durlrg the past two weeks than In any similar previous period. ' In anticipation of the big demand for the new seriee Seventeen-Studebaker Sixes and Fours, tha factory has been running full capacity, and more than tOM of the latest models have been shipped since announcement was made 'January 1. Three thousand dealers are now showing the series Seventeen cans and selling them as fast as they come from the factory. The production schedule for Wt calls for lto,0o of the newly announced models. It was originally planned to build Srt.OijO cars, and the schedule was lafr In creased to 75.000. The demand from deal ers on the firiiaw line forced the factory to still further Increase its contemplated output to 100.00Q machines. From 'all over tha country coma reports that the salesroom of dealers hava been thronged since the introduction of the series Seventeen cars '.o the pub'ic. These models are noted for the fact that they incorporate eleven added refinements, maintain their former mechanical qual ity, and in several instances show reduc tions In price. The custom of buylug cars at the New ork automobile show was revived whan more than SJO of tha avrles Seventeen Btudebakrrs were sold at reta.l during show week. ' Dealers all ever the country are apply ing tto tha home offlco in Detroit for In- rpeased allotments of cars, snd a short age Is feared notwithstanding tha planr.ed production of lvD.Out during ibis year. .J i. Announcement v : .:; ' -- . ' ........ , A ,;. A ' ' am a. A- New Ach levement ui .7. Si Standardized in quality popularized in price, the Cole 8, at $1595 represents a value unapproached in the market today. A car with a special appeal to the con servative business man; the woman of refinement; the experienced motorist . who appreciates substantial quality and will recognize it instantly in the Cole 8. A car that has back of it a year of record breaking performance to prove every claim made for it its flexible, instantly controlled seventy horsepower; its un hesitating pickup; its extreme wide range of speed in high gear; its unrivaled hill-climbing ability; its unexcelled mul tiple cylinder economy; its absolute thoroughness and dependability on thoroughfare and highway. Add to these previously proven points of leadership the many striking and vital new improvements to body, frame and motor and you realize why we are so bold in challenging a comparison of the Oole 8 at $1595 with any other motor car. Proven . Eifif lit An automobile that established stand ards of performance ; that made it in stantly popular, with its added, features at the new price it clinches a permanent prestige among multiple cylinder cars. A Tremendous Money Value More power with less weight, greater economy with less effort, better perform ance with less expense at a price $500 less than you'd expect to pay. The greatest achievement of seven years devoted to the building of strictly qual ity cars, a proven success bearing the endorsement of thousands of owners, the Cole 8 at $1595 invites the earnest con sideration of every thinking man and woman who seeks Permanency, Refine ment, Power in a motor car at a price that the average man can afford. That's why we can point with pride to our ability to offer the Cole 8 for the second year of production as an unparal leled value at an unprecedented price. That is the achievement of standardiza tion in motor car construction the Cole idea. Note These Important New Features: Counterbalanced crank shaft and alumi num pistons in the powerful 70-HP motor; longer and stronger semi-elliptic springs and an improved direct drive; longer and roomier tonneau; larger full floating rear axle with oversize roller bearings; heat-treated front axle with ball bearings in steering knuckle; deeper, new design frame, with full six-inch channel; striking new body with center wave effect and completely concealed auxiliary seats. All of these vital improvements to the car that previously demonstrated unex celled ability and unqualified leadership to thousands of owners. See the Model 860 Cole 8 at the Automo bile Show. Arrange for an early dem onstration, and you'll be convinced be yond question that it was never so need, lessly extravagant to pay more for . a motor can than $1595 f. o. b. factory That's the price of the Model 860 Cole 8 the Standardized Car. ASK TOR TIIE ILLUSTRATED BOOKLET WHEN YOU VISIT THE COLE EXHIBIT AT THE AUTOMOBILE SHOW Tray nor Automobile Company 2512-14 Farnam St. Phone Douglas 5268 Omaha, Neb. COLE MOTOR CAR COMPANY : Indianapolis, U. S. A. Builders of the Standardized Car. 1L