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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. 4 77ie reasons why Thi is a tudebaker Year 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: 1. o 3. 4. 5. 6. Endurance 15.0 Economy of operation. . ., 14.0 Comfort 9.5! Price ......... 9.5 Appearance 8.0" 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. . 7.0; 70.5; 12. Appointments 5.0 29.5? 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 sarily comfortable. 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 $4,000,000 of Repair Parts for all models of Studebaker Cars. The prices of parts for Studebaker Cars are lower (or as low) as those of any cars of their price, and much lower than those of high-priced cars. Studebaker branches and dealers are obligated to render. prompt and efficient service to buyers. Studebaker is in business to sell motor cars and not parts. The accessibility of Studebaker Cars for quick dismounting and repair work is common knowledge in the garages and among chauffeurs and mechanics all over the world., 7. Power. In acceleration, power delivered at the point of traction, and t hill climbing ability, all three models of Studebaker Cars enjoy unique repu tations. . 8-12. Sundries.. The other qualities which seemingly influenced the selections of 29.5 of buyers are flexibility, endorsement of others, specifi cations, speed, and appointments. Studebaker Cars stand high in all these respects. Studebaker Cars have set many precedents in quantity manufac ture, particularly in the matter of appointments and equipment, such as crown fenders, cast en bloc six-cylinder motors, cord tires, one-piece wind shield, cowl ventilator, cowl lights, tonneau lamp with extension cord, wind " shield wiper, transmission locks, beveled plate glass windows, etc. Satisfied owners are Studebaker's greatest asset. The broad principle upon which Studebaker business is conducted and upon which if, has prospered for seventy years, now grounded upon tradition, insures satisfaction to everybody who deals with the House of Studebaker, and we solicit -your valued patronage on this basis. This polity protects 'you belter than the ordinary guarantee. South Bend, Indiana August 1st, 1922 . New Prices: f. o. b. factories THE STUDEBAKER CORPORATION OF AMERICA LIGHT-SIX Chassis . .$ 785 Roadster . ., 975 Touring .: , 975 Coupe-Rd. ...... 1225 Sedan 1550 Reductions $90 70 70 150 200 SPECIAL-SIX Chassis .$1000 Roadster, . .... 1250 4Pas8. Rd. , 1275 Touring . . . 1275 Coupe 1875 Sedan 2050 Reductions $200 175 200 200 275 300 BlG-SIX Chassis . ... $1300 Touring ....... .: 1650 Speedster ..,. ..., 1785 Coupe 2275 Sedan .... . . 2475 Reduction $200 135 200 225 225