THE OMAHA SUNDAY BEE: MAY 7, 1016.
BIG PRICE IS PAID
FOR A TRADE NAME
Each Letter in "Detroiter" Has
. Advertising Value of Thou
sands of Dollars,
REGARDED GOOD INVESTMENT
"The modern trend of fcuslne ha
been to build arouod a. trade name," de
clared Alfred O. Dunk, preeldent of the
EPntrolter Motor Car company. "When
I purchased the atock and mieot of the
Brlgg-Detrolter company la at July I
paid approximately 170.000 lmply for the
trado name 'Petrolter,' There are ex
actly eight letter in the namo, which
would figure their value at approxi
mately 13,000 per letter,
"Every year of a' corporation' exist
ence the trade name aclated with the
company become of greater value, Vor
example, while I paid 170.000 for the niune
Detroiter,' I would now place the value
of that trade name at not leu than SHOO,.
000, or $100,000 a letter. Tlia lucre In
Value ha all taken place within the laat
ton month, and 1 occasioned by the ad
vurtlalng and formation of a thorough
aalea, production and other foroea, be
side the remarkable mooes which ha
been obtained by the new 'lx,' which
wa ahown for the flrct time at the C'hl
caso AutomoMI show,
teem I.lUe II I fnm.
"To the laymen aome of then figure
may eem exorbitant, even the Initial
mount paid for ouch an UiUnKlliln a
et a a trade name. In revolving thl
matter In my mind, however, at the time
I purchased thta property I figured the
eommirclal and economic value of the
name 'Detroiter a aaaociated 'with a
car nt quality. The namo lend lUelf
readily to advertising, but It 1 also a
name that 1 moat enacting In It (1m
mand, for the very reason that It la
yjnfcollo of the city producing a product
that stand for luperlodty and su
premacy In the broad field of manufac
turing. 'That my Judgment In purchasing the
Detroiter" a trade name ha been
most sound 1 fully evidenced ty the
fact that my new car, the 'Detroiter
lxtV ha proven an unqualified suc
cess and being hailed with enthualos
tlO approval by dtnlir and the gerutral
puhllo throughout the Unite Bute."
CAR MAKES REMARKABLE
CRASH THROUGH . BRIDGE
MANY SWEEPSTAKE ENTRIES
Indianapolis Race Promises to Have
No End of Ambitions Auto
Drivers,
Like men, ome automobile can stand
e, tall amount of real punishment, and
In exemplification of this i:t come a
tory from Bpokane, Wash,, of tho re
markable way In which a I'M "Jeffery
Four" emerged from a fjfty-elx foot
plunge from the Monroe treet bridge of
that city. Instead of tit'lny reduced io
splinter, the car wa found to b only
$aoo worth to the worso for the drop,
The accident was the culmination of a
Joy-ride. All of the car eight occu
pant were badly Injured, one probably
fatally. At the time It ran through the
railing of the bridge, the car's approxi
mate speed wo alxty mile an hour,
tt tore away fully thirty feet of the
bridge guard-rail a It vet red front the
roadway.
Not a spring was broken, while all the
spoke In the wheel, ex cent one, re
mained Intact. Even the body, though
considerably battered, wa not o far
gone that It could not be straightened
afterward. ,
When the car wa reined to the ur
fee It wa taken to a repair shop. There
the frame wa straightened and the
wheel repaired and tho machine us a
Vhole touched up and made to look pre
cisely a it had before, at a coat of
slightly within $300.
KING OF SPAIN BUYS
SECOND WILLYS-KNIGHT
King Alfonso of Bpain haa ordered Ms
Second. Willys-Knight toiirins car
through the embassador at Washington.
It 1 to be snippet immediately to tho
royal palae at Madrid from the Toledo
faotory.
CONTENDER FROM LEE, ILLINOIS
I.VDIANArOUH, May 4.-Thcre la no
aeartn of ambitious automobile race
candidate, as indicated by the flood of
telegram and letter from all over tho
United tat to T E. Mycr, general
manager of the Speedway office. Stuuy
of these letters seem to think that all
one lia to do to win tho fnmou Mlxth
annual International swcirlakaa r"'
Is to take some Jitney and atrip the body,
There are thousand of aaplrant In thl
clua. Thor la- another Haas of ri'
sportsmen, who know bettor, and wh
do 'not count the coat, but who, for the
love of the sport and the fun they get out
it, try to create special car incorporat
Ing automobile Idea that are pets to
themselves and attempt to ahow up aome
of the older experienced racera.
A conspicuous member of the latter
rlna la 8. Osteweg. of III., who hn
Kent In hie entry and nereneary eh.
to the Speedway management for entry
of an Osteweg Special, manufactured b'
Apperaon and Osteweg, for the Mny So
race. XAltU la known of thl car, ex
cent that It weigh about S. pound
ha four cylinders, 4U-2x5 bore and
atrnke and a nlston dlaplacement of
2BM-10 oublo Inohe. It la registered
with the American Automobile aasoda
tlon as car 10!. The driver I to to be 8.
Oateweg, himlf; a wealthy young bust
ncaa nun and portman.
Three .Women Take
Pride in Driving
Their Pullmans
Proclaimed the proud poeor of the
one perfect figure whoso every measure
ment were those ronaldered by Iho an
dent Greek a Ideal, pretty Peg flay
mond, who In sn ardent motorlut, declare
the Pullman car "measures tip" In wotor-
dorn with the Venus do Mllo of woman
hood, ,
In a contest held at the Hippodrome,
New York, Mlaa Raymond wa voted the
moat tierfectly formed young woman out
of fiO hundred beautiful girl of the fit
inma ensemble of the noted theater.
Although n accomplished horsewoman,
an expert tnnla player and Jong distance
swimmer, Mlaa Ifottle Burks, leading
lady of "The Blue pnradlae," devotes
great deal of her time to real pleasure-
driving her I'ullman de Luxe Coupe, in
which ah has' found ft new paradise
"JI, B,'' Is atamped on both side of
her car which Mlas Burks purchased r
cently and everywhere her friends have
expressed their admiration of If beau
tiful line h well a of her wisdom in
selecting a Pullman, Beside helng lead
lug lady of "The Bluo Pardlae." Mia
Burks la one of the stars In the Fox fea
turn firms and, of course, a pet In the
heart et movledom throughout the coun
try.
! fine has been wdlely copied by artist
fur all sort of cover sketches and has
several popular songa to her credit which
have enortnoue ante. .
When Miss Mint a Oolden wa "comedy
log" with Charlie Chaplin before the
screen In Ie Angelc he became enam
ored with a Pullman car, She liked It so
well that she pcrauadod Mlaa Truly float
turk to purchase one and now theao fa
mous vaudeville headllnera enjoy a beau
tif nI Pullman de 1mx coupe, which they
find Is not only a luxury, but a nccessltji.
enabling them to fulfill their engage
ment at the "big lime" houae in and
around New York, ,
Dodge Brothers'
Engineer Talks
, on Show Lessons
In reviewing what the automobile ahoa
brought forth, Huaaell Huff, chief engi
neer of I'odgo Brother, said:
'One, of tlie . Impreaalve facta as re
vealed by an analysis of tho inquiries
received from automobile show vlaltora
la tho growing respect of the ty'blio for
tho eata hllshed models of motor oars.
'New types naturally have their attrae.
' flmiwntwMHlMIT,'l,,n,"l""H'P
let.
thi
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wJv 4vi VW TJa-MfU '
KOtLE JL BEARINGS '
for '.;
AUTOMOBILES
WWWIWHIIII..H. KMm. -iniimHliMa.Hi dU. .mmw JttMiWiSij its
tlon, but the sertoua-minded person look
in for a real Investment, and who cannot
afford to play wtlh an experiment, want j
a model which ha proven It reliability
and eatabliahed it worth by long uae in j
the humli of thousand of owners. j
"Thejieen buyer of today i fully aware i
of the fact that proper motor car value j
are eatabllshed and jirolonged; first, by 1
giving th publio a car designed along :
sound engineering line and built of hlgh-
in do materials, and, record, by suitaln
Ing thl model year after year and adding
perfected detail from time to time a
dictated by continuous engineering study
and manufacturing volution.
"Concentration 1 the safest and quick
est road to perfection. The enviable po.
tlon of the I'odge Brother car in the
mind of the puhllo today coi.ld not have
been attained without following these
common law of standardisation and con
centrated effort, 'Tho car' freedom from
shattered i-scond-hand value conform
It stability and la a full vindication of
tho company" policy,"
W.1
f JO i
s
STOBACtfiff
BATTERY (1
v
ervice
What
it means
V
To You
Better starting and lighting.
Freedc i from battery ill.
Knowledge of what cure
your battery need.
Periodic'Inspectlon without
charge. '
The Batlafaction that comet
with healthy batter.
To Us
Willard Service helps ua by
helping you. Itmakei
Willard Batteriealast longer
and perform better. Itwins
your confidence In ua and
Influences you to buy a
Willard, when you need a
new battery. Try it out.
Nebraska Storage Battery Co.
2203 Farnam Street
Phone Doug. 5102
0r LKilt
Amptrm
Everywhere I
go I hear people
bOMtln Wil
lard Brtc.
Better Jala b
thechonu.
Free inipect ion of any battery
at any time
.-ruse z-,. 3M-:.-Er.ai.Ssi ;r -,
mm i ' ' it
Tlii'so ileruonl rat ions tf
Suju-r .-fH-'ii furnish im
hntli utrnl'St- rKiitnontj,
'Hicv tn ft.tiflis-ivf ivi-
tol!t I llllt tlii SujMT Si
it n intir "l 'l n ff nnl
Vaw tUU'i',
I ! hi iKc i'H .-i
jilt- it t!,' HKt tit-. 1 .'(.'ii
M-i.-nl) I'tuitktiitfl tiiM
til rtnlltl IMftnl ui
(in ul'il i i -i r t: 1 1 1 1 im.
Th;tt tl'.t far U all mui
(lumi for It
etroiter Six-45
$1098
o, b. DetroiU"
Indomitable Spirit
It Is spirit that carries man through the sloughs of life. But not so
a motor car.
Cold steel, refined from high grade ores and worked with an accu
racy that is measured in thousandths alone can furnish the grit to
to pull a motor car through the sands and mires of the road.
The power of the Detroiter Six demonstrates its quality beyond a
doubt when the hill climbing test is used. It is simply a wonder
on the hills.
The Detroiter Six has ruggedness. Materials and workmanship
have given this car a strength that cannot be broken by hard run
ning or gruelling service. i ,
It's a sturdy car, backed by the strength of a powerful motor. And
it looks the part of the thoroughbred, with its handsome newly de
signed streamline double cowled body.
Let us give you a rough-road demonstration so that you may test
its quality and stability.
Included in its specifications are such proven successes as the Con
tinental Motor, Warner Transmission and a Full Floating rear axle.
DEALERS! -This is a quality car with a wonderful proposition behind it
C. W. FRANCIS AUTO CO.
221648 Farnam St. Omaha, Nob. Phono Doug. 853.
Distributors for Nebraska and Western Half of Iowa.
Hud
sort
uper-
S 1
w
ins
Ch
ampionship o
World
' ' - .
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V'" ys
On May 2 Ralph Mulford drove a Super-Six
1,819 miles in twenty-four hours on the Sheeps
head Day Speedway. Average speed was 75,8
miles for EVERY HOUR. Best previous record
was made by S. F. Edtfe, driving a Napier, on the
Drocklands track in England. Edge's record was
1,581 miles in twenty-four hours, about 66 miles
per hour. The Super-Six was a STOCK
CHASSIS and the test was made under the
supervision of the officials of the American Au
tomobile Association.
mm mlford
Tho Dayton a, Omm
Hoaoh j'orfunniuu'is i
April 10, a uiilo in 33.11
fiH'uiiiH, in utuithrr rt't't'nt
ftt'hii'Vi'iiiciit f tho HitjH-r
Sit 'Huh U h jihw murk
for h Muck i'hnsti ovt'i n
"trnlpht -a way ouif...
IIvctj htiily Jh !ii(.jv ht
chu.-ij (ho Snjti r Sii hm
i'ir Hifrtiii,
Aj hi't'tuv, thrt Ditttr
lin! With Ulitl. f (In ,.f
fn i il Mij.i ri-iiii nf ih.'
, A, A , r 'irHt nlin .y
1' I 1 : tHt!-i, .f th
Tf'hfii.'u) riinrt, i. y
In Speed and Endurance the Super-Six Leads the World
GUY 1L. SMITH
250341? l arnam Strrrl, Omnhn,
1 1
Sen ict First "
Phone Douglas 1070.