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About The Omaha morning bee. (Omaha [Neb.]) 1922-1927 | View Entire Issue (Aug. 6, 1922)
THE SUNDAY BEE: OMAHA", AUGUST 6. 1922.
77ie reasons why
WAaf Automobile Buyers Generally Want:
In a recent poll of 20,000 car owners by the National Automobile Chamber of Commerce, Inc., of New
York (the automobile manufacturers' trade association), each owner was asked to name the quality
which appealed to him most in buying a car. The results showed as follows:
Economy of operation. . ., 14.0
Price ......... 9.5
Service facilities of manufacture. . 7.5
8. Flexibility 6.5'
9. Endorsement of car by others 6.5
10. Specifications ..i 6.0
11. Speed r - 5.5
7. Hill climbing or power. .
12. Appointments 5.0
This poll confirms Studebaker's experience of seventy years in building vehicles of all kinds. Stude
baker Cars have been and always will be designed and manufactured to meet the qualifications de-
manded by the public as emphasized by the Chamber survey.
The Proof of Studebaker Quality:
1 . Endurance. Studebaker Cars are daily giving satisfactory service
to 400,000 owners in all civilized countries. Proof of their dependability
rests upon the fact that our sales of Repair Parts, covering repairs from acci
dents as well as service, for the past seven months averaged but $7.00 per
car. Up to August 1st, 1922, we produced and sold 550,000 Studebaker Cars
and are now producing and selling at the rate of ' 125,000 cars per year,
practically double last year's volume, and yet our total sales of Repair Parts
this year are less than they were for the first seven months of 1919.
2. Economy of Operation. Greatest economy results from
minimum repairs and'high resale values of second-hand cars in proportion to
list prices. Gasoline and oil consumption are next important items of econ
omy. The records of Studebaker Cars in all these respects stand out strik
ingly well. N
ti Comfort. Correct design of weight distribution, spring suspension,
seats, upholstery, etc., determine largely the question of comfort. Comfort is
not a matter of extra cost and high prices, but is a matter of design. Comfort
is characteristic of Studebaker Cars. Heavy weight is neither essential to
comfort nor an assurance of it if design is faulty. The weight of Studebaker
vcars is borne almost equally by the four wheels, which is ideal distribution.
With bodies resting without overhang on frames, semi-elliptic springs, seats .
of generous proportions, and best upholstery, Studebaker Cars are neces
4. Price. With $78,000,000 of actual net assets, including $38,000,000
of plants, and an organization of able, experienced men and wbrkers who
participate in the profits of the business, Studebaker stands unsurpassed in
resources and ability to manufacture economically and give maximum intrinsic value
for a given price. By manufacturing complete motors, transmissions, axles,
frames, bodies, tops, castings, forgings, and stampings, parts makers' profits
on such items are eliminated, and one profit only is included in Studebaker
prices. The South Bend plants formerly devoted to the manufacture of
horse-drawn vehicles, with recent additions, now manufacture sedan and
coupe bodies, at minimum costs (without middlemen's profits), and buyers
benefit accordingly. -
The materials and workmanship in Studebaker Cars measure up to the
highest standards known to the automobile industry. Substantially better,
intrinsic values cannot be obtained at any price. The theory that high prices
necessarily mean fine cars is fallacious, simply because prices are not based
upon intrinsic values, but upon the production costs of different manufac
turers, which vary widely according to their individual manufacturing
facilities, ability, and output. Everybody in the automobile industry knows
that standardized cars manufactured complete in large quantities give the
greatest intrinsic values, or stated otherwise, the most actual car, per dollar
of price. Assembled cars, which constitute eighty-five per cent of the hundred-odd
makes of American cars, are assembled from parts purchased from
many sources, which precludes harmonious co-ordination in design and in
evitably increases costs and selling prices about 25. .
5. Appearance. An automobile should never be bought on appear
ance, although seemingly 8 of buyers are influenced by appearance alone.
'An automobile is a highly developed mechanical instrument from which hard,
satisfactory service is rightly expected. Studebaker executives and engineers
give much attention to appearance, style, and distinctive beauty in the mat
ter of tops, hoods, radiators, and fenders (the dress of an automobile). Our
bodies are masterpieces of fine craftsmanship, and are unexcelled for com
fort and durability. .
6. Service. Studebaker has 3,000 branches and dealers in theUnited
. States, and is widely represented in all foreign countries. These branches, and
dealers carry in stock $4,000,000 of Repair Parts for all models of Studebaker
Cars. The prices of parts for Studebaker Cars are lower (or as low) as those
of any cars of their price, and much lower than those of high-priced cars.
Studebaker branches and dealers are obligated to render. prompt and efficient
service to buyers. Studebaker is in business to sell motor cars and not parts.
The accessibility of Studebaker Cars for quick dismounting and repair work
is common knowledge in the garages and among chauffeurs and mechanics
all over the world.,
7. Power. In acceleration, power delivered at the point of traction, and
t hill climbing ability, all three models of Studebaker Cars enjoy unique repu
8-12. Sundries.. The other qualities which seemingly influenced the
selections of 29.5 of buyers are flexibility, endorsement of others, specifi
cations, speed, and appointments. Studebaker Cars stand high in all these
respects. Studebaker Cars have set many precedents in quantity manufac
ture, particularly in the matter of appointments and equipment, such as
crown fenders, cast en bloc six-cylinder motors, cord tires, one-piece wind
shield, cowl ventilator, cowl lights, tonneau lamp with extension cord, wind
" shield wiper, transmission locks, beveled plate glass windows, etc. Satisfied
owners are Studebaker's greatest asset.
The broad principle upon which Studebaker business is conducted and upon which if, has prospered
for seventy years, now grounded upon tradition, insures satisfaction to everybody who deals with the
House of Studebaker, and we solicit -your valued patronage on this basis. This polity protects 'you
belter than the ordinary guarantee.
South Bend, Indiana
August 1st, 1922 .
f. o. b. factories
THE STUDEBAKER CORPORATION OF AMERICA
Chassis . .$ 785
Roadster . ., 975
Touring .: , 975
Coupe-Rd. ...... 1225
Roadster, . .... 1250
4Pas8. Rd. , 1275
Touring . . . 1275
Chassis . ... $1300
Touring ....... .: 1650
Speedster ..,. ..., 1785
Sedan .... . . 2475
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