Studebaker Coach
to Make Debut on
' Market This Week
New Machine Equipped Willi
Steel Panels, Balloon Tires
■ —Ample Room in Body
of Car.
. I.ong looked for with much Inter
est, the Studebaker coach comes into
the automobile market this week
with a new standard of construction
for this type of car.
Built for the same long time owner
ship arnf* service of all Studebaker
products, the Standard Six coach, on
a 113-inch wheelbnse and with a 60
llioreepower engins, teems with qual
ity of construction.
-{''Striking, in the appearance of Its
•Belgian blue. long-swung body, with
pluck, satin-finish, lacquered top, the
pew coach contains steel panels, and
the same high quality of framework
ps characterize all body building by
ttiis pioneer vehicle-making company.
The chassis is the full Standard
feix chassis. Which has set new rec
ruit durability. Tires are full bal-#
feds In the industry for reliability
loons, around the lines of which the
jvhole body—and even the fenders—
Jims been built to conform.
: Roominess is one of the outstand
ing ohara'cteristics of this coach. Am
ide clearance betwen folding seat and
tlie doorpost; wide cushions for the
driver and the passenger of the fold
ing- seat; plenty of leg room for all
awengers; these are conspicuous.
The broad doors provide for easy
entrance; rear windows are nearly as
wide as the doors. The rear seat
back Is high, giving restful riding
quality.
Upholstery is woven from mohair
pnd wool, rich in its grey-blue color
ing with grey stripe effect on cush
ions—handsome and durable. It cov
ers the same, deep, springy, durable
cushions which have given S.ude
1 aker, cars a reputation for riding
comfort not reached in any other car
tit any price.
Tile back of the folding seat can
Jie tilted forward to enable rear-seat
Jiassengers to enter i*r leave the car
without forcing occupants of the
folding seat to get out.
Radiator cap Is winged and orna
piented in enamel. Running boards
are aluminum-bound on ail four sides,
clasping a heavy, navy linoleum mat,
lubber cemented under pressure to
the board itself, so It won’t crease or
I n tfle up.
Inside the car, an automatic wind
shield cleaner and rear-view mirror;
n gasoline gauge showing gallons, as
sembled with all the other instru
ments under one oval glass, indirect
ly lighted, to protect them and give
tiie driver at one glance a complete
grasp of how his whole ear is oper
ating; a monogram plate—these are
driver conveniences, as is the one
piece, fully ventilated windshield.
Rear-quarter and door window regu
lators are of the crank type.
Garnish molding on door sills and
rear-quarter windows is of walnut
^^flnish. Doors have attractively gath
red pockets and the rear window Is
hielded by a silk curtain,
Wheels are natural wood finish.
There is a combination stop-and-tail
light. Til” rear tire carrier has a
hief proof lock and the gasoline tank
ts protected and beautified with a
heavy steel apron.
On Standard Chassis.
The Studebaker coach has a cowl
ventilator,, operated with the foot
ml. Inside, tiie driver's floor board
is of heavy, embossed aluminum,
'hutting out dust and cold drafts,
i owl lights are of distinctive, tor
pedo chape. ’ The dome light, has its
.switch right on the light itself.
Alt this is mounted on the Standard
Six chassis without a single elimina
|lain or curtailment. This means tiie
l|ig. ,'0-horsepower engine which has
vlready established so many record*
with its reserve of power.
it means big, powerful brakes—
Ingest braking area in proportion
r. car weight on any car; the extra
idinary ease of steering that special
uglneerlng gave, in designing, the
i - erring equipment to accommodate
I the tiig. full-sized balloon tires. And
;hc same heavy fenders, wider and
v. ith deeiier overhang than on almost
any other ear, fitted to th«/ deep
heavy frame with six cross-members
for rigidity.
The entire lighting control lias been
placed on the steering wheel, right
at finger tips, so that, to dim the
lights, a driver need not take his
i ■ es from the road at a critical time,
nor need he grope under the wheel
qfP'ii the dark, hunting for the switch.
The emergency brake lever projects
out from and under the instrument
board, out of the way, yet grasped
more easily than before.
Spark advance has been made auto
rnatle, timing itself exactly hy the
meed of the engine, and the driver
has one less thing to think about.
The spark advance lever lias been
taken from steering wheel, as a re
sult.
To end foot fatigue, a ball-type foot
Hi celerator is provided, to which pres
sure may be applied from any point
of its circumference; now the foot
in.iy rest flatly and comfortably on
(he aluminum foytlamril, which shuts
out all dust and cold draught*.
As on all Studehaker power plant*,
tlie- oil, returning to the crankcnst
ifter going through the engine, re
turns within a circular screen, so
'bat the grit and sediment never
roach the reservoir of nil. The entire
ci inkense can lie drained without
getting under the car and without
soiling (lie hnnds, hy turning a vslve
which Is located beside the engine oil
filling pipe.
MOON CARRIES OFF
FOREIGN HONORS
A Moon touring car wo* recently
awarded firm prize In a. competition
I 'M In Wiesbaden, tlermany. Amonp
the scores of makes of automobile*
represented, Moon was considered the
"he»t appointed and be*t appear
pM* a
Vloon I* truly spoken of a* 'favor
ably known the world over,’” say a
Carl r*hany*from of the Chanjrstroni
Motor* company, locai distributor*.
“The company** export trade in 1924
wa* th* bl|rge*t percentage of export
shipment* of any car In !t» clahh. li
Increased 30 per cent in 1024 over
3021/*
t , (
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New Studebaker Standard Six Brougham
1
Expansion Flan
for Hudson-Essex
New System Will Permit In
creased Production Com
ing Summer.
A program of plant expansion is
announced by the Hudson Motor Car
company which will permit a substan
linn increased production of Hudson
and Essex cars. Officials of the
company estimate that this expansion
will be complete in the early summer
and that it will give Hudson-Essex
one of the largest daily capacities
of any manufacturer in the Industry.
This expansion,, it was said, will be
made up of the extension of the main
factory on Hast Jefferson avenue. De
troit, and the recently purchased
Clayton and Dambert plant which is
only a short distance front the main
Hudson-Essex establishment. The lat
ter plant will effect economies of
manufacture in making various
stamped and pressed steel parts for
Hudson and Essex cars.
Construction actually has begun on
the main plant extension. When it
is complete, a building with three
stories and basement will run fully
along the east side of Conners
avenue as far north as Kereheval—
650 feet. Work is proceeding day
and night on a rush schedule, with
out interference with the production
of cars.
With this new extension and with
the Clayton and Lambert purchase,
the Hudson factory space will be in
creased to approximately 2,000,000
square feet. Not only will the space
he Increased it was said, but the
present facilities will he more highly
developed throughout the whole
plant.
Hudson officials said that this ex
pansion of the plant had become nec
essary because of the exceptional de
mand for Hudson and Essex cars—
particularly coaches, which make up
SO per cent of Hudson Essex busi
ness.
Eat less, chew longer; puff less,
live longer.
MAXWELL ADDS
TO PRODUCTION
Due to the great demand through
i ilt the country for their products,
the Maxwella 'hrysler factories are i
now undertaking the greatest pro-1
ductiofk of cars in their history. J- |
H. Fields, vice president in charge of i
sales,"Said yesterday. The six months
schedule which the organization's |
five plants are now operating is the
greatest ever attempted, he declared.
"Though automobile plants through
out the country are generally active,
we are enjoying more than a surpris
ing'demand," Fields said. “Although
we realized that the new Maxwell,
with its '25 miles per gallon. 5X miles
per hour and 5 to 25 miles in eight
seconds was bound to enjoy a record
business, our Maxwell division is ac
tually" behind on orders today—a con
dition almost unheard of in the auto
mobile Industry, at this time of year.
"The -splendid reception given the
car when it was announced last No
vember was even outdone by that
accorded it during the Automobile
shows throughout the country. There
is every evidence today that Max
well Is becoming equally as out
standing in its field as the Chrysler
Six has become among cars of higher
price. Its tremendous flexibility,
speed, economy and striking appear
ance are being widely commented on
the country over.”
HANSEN EXPECTS
BANNER YEAR
Having established the Oakland
agency in Sioux City J. H. Hansen of
the J. H. Hansen Cadillac company
has returned to Omaha.
He has returned with a high spirit
of optimism and expresses the best
of hopes for an exceptional year for
Cadillac and Oakland* in that terri
tory. Williams, the manager of the
J. H. Hansen Cadillac company’s
branch at Sioux City will be in
charge of the Oakland sales as well
as the Cadillac and he promises to
gain enviable results from the con
solidation of the two General Motors
products which he represents.
Reo Sales Break
'February Record
Forerunner of Unusually
Heavy Spring Business,
Company Believes.
Shipments for February, 1925, were
greater than in any previous Febru
ary for Ihe Reo Motor Car company,
according to an announcement just
made by officials of the company. De
spite unfavorable weather conditions,
business for the veteran company was
noticeably better than in the corre
sponding month of any former year.
This Is looked upon as the forerun
ner of an unusually good spring busi
ness for Reo. Distributors and dealers
are low with respect to stocks of
cars, by far the greater number hav
ing only their samples on their sales
floor.
Having felt th<» sharp demand for
both passenger cars and speed wag
ons, many of the dealers are revising
their estimates of spring require
ments, and there Is now every Indi
cation that the Reo shops will be
placed on an increased production
schedule in order to meet the needs
of the distributing organization,
Reo has been especially fortunate
In marketing Its Twentieth Anniver
sary sedan. This model, it will be re
membered, was the first full sized
four-door sedan on a standard chassis
to lie announced by any manufactur
er at the price of an open car of simi
lar mechanical quality.
The announcement of this I^eo
model In November may be said to
have actually created new standards
of closed car construction for the au
tomotive Industry. A number of two
door and one or two other four-door
sedans were announced after the
Twentieth Anniversary sedan, but
Reo’s well established mechanical ex
cellence and manufacturing Integrity,
coupled with the attractive appear
ance of the car, have maintained the
lead gained when the model was In
troduced.
Exposing children to adult victims
of tuberculosis Is one way adult vie
tlms are made.
■- -
ForTen Years-Dependable
Exceptional dependability has been a char
acteristic of Dodge Brothers Motor Car
since the day the first of thestf sturdy cars
was marketed.
Not once in a decade has it failed to uphold
and enhance its reputation for faithful per
formance.
The reason for its consistent goodness and
continued betterment points directly back to
the ideals of the founders.
Instead of fluctuating between an endless
series of annual models, they determined to
concentrate on the perfection of a. single
chassis.
Dodge Brothers Motor Car today is the
embodiment of that ideal — an ideal that
will endure as long as the institution itself.
O’BRIEN-DAVIS AUTO CO.
2llli and Harnay StraeU—Tal. HA. 012S
Sale* and Sarviea Branckaa at
Council Blulla. la.
Fremont, Neb.
Den I eon, It.
Car Shortage in
i r
Spring Predicted
by Overland Head
John IV. W illys Denies Indus
try Has Reached Saturation
Point; Finds Outlook
“Most Encouraging.*’
By JOHN X. WII.I,AS,
l’rosideiit, Will.vs-Oterlantf.
The automobile industry faces a
car shortage this pring.
Des]>lte pessimistic utterances by
prominent manufacturers hat we have
a demand that will be in excess of
to supply that is now being built.
Conditions indicate general business
prosperity. Even the most cursory
glance over reports from the field
reveals a spirit of optimism that
augurs well for the future. The pic
ture as a whole ia most encouraging.
It Is the opinion of those in close
touch with the situation and those who
have made a study of economic condi
tions that Ihe slack phliod Is over and
the present upward trend will continue
possibly to new business peaks.
Unforeseen factors ltiay arise, but
on the face of conditions as they are
at present, I cannot see anyhlng but
a great year for American business
in general and for the motor car in
dustry in particular.
Dealers' Slocks Low.
Contrast this with the low inventor
ies at prarinally every motor car fac
tory and the few cars on hand in deal
ers’ stocks. The country within a few
weeks will tie clamoring for more au
tomobiles. but excessive caution, due
to the hitter memories of the early
months of 1924 which failed to come
up to expectations, has dictated a
comparatively low output.
Three years and again two year ago
there was a shortage of motor ca;%
and a tremendous wail went up that
we needed more cars. The entire in
dustry began to produce automobiles
at a feverish rate without due regard
for the actual demands, with the re
sult that today the picture has been
reversed.
Careful analysis shows that the de
mand which at first blush seemed so
yast, was In reality scarcely a few
jier cent above the actual suppy; dur
ing the past year the supply was rela
tively the same percentage above the
demand, but by no means was it of
the proportions to justify the cry of
"saturation point.” which has once
again been raised.
AVillys Overland dealers during 1924
sold 12.000 more cars than the fac
tory produced during the same per
iod. This certainly cannot' he con
strued Into an instance of saturation.
Back in 1910 the possibility of sat
uration in the industry was first dis
cussed. The setback proved to be
nothing else but a temporary IpH in
Oakland Announces Newest Achievement
In line with the steadily growing trend of the automotive industry toward lower-priced cars, the Oakland Mo
ior < ar company this week announces its latest achlevemmcnt—the new four-door, five-passenger special sedan
This new model is one of the lowest-priced sedans in its field, selling at $1,375, f. o. b. factory.
It has a Fisher IxJdy with one-pieofc "VV” windshield and automatic windshield cleaner, and is finished in
sagebrush green l)uccmh|j body, flood aiul wheels, ^vfth orange striping; fender* and gear are in black.
The interior of thr^r is roomy mg luxuriously • orn fo. table, with all the accessories and refinements that
have come to be associated with Fiiher < losed body < i jaft »in.«nsbip. Hear view mirror, foot rest, robe rail, heater,
invisible door checks, lock on jighf-h'W’nd door, dome light and permanent visor are st indard equipment.
I he ear has, in addition, the many distinctive features of the Oakland line, such as four wheel brake*, balloon
| tires, driving controls oii steering wheel, full automnti c spark control and indirectly lighted unit instrument
1 jianel.
W heels are of the artillery type, with 30x4.D3 halloo n cords. The interior is upholstered in selected fabric of
superior quality.
th»- Industry. We have had other
lulls since then and, undoubtedly, as
the cycle of Industry continues to re
volve, we will experience still more
In the future.
Fill a sponge with water ahd you
have reached Its saturation point:
squeeze It and you can refill it.
Similar cycles prevail in the steel
industry, shoe trade, furniture mak
ing, etc., but on one speaks of a
saturation point in connection with
these.
In dollar-for-dollar value the motor
car today rates higher than any other
commodity. Over a period of years
the price of the automobile has been
declining while other goods have re
mained on a higher level than pre
vailed before the war. Possibly even
further reductions may be anticipated
by some manufacturers as they re
duce their profit per unit in antici
pation of satisfactory earnings in
larger volume.
Savings In Production.
Savings In production by more up
lodate factory methods and equip
ment are a still further reason which
manufacturers believe justify new
and lower prices. Closer buying of
raw materials and equipment will
also be a leading factor in the re
adjustment of price levels. Closed
bodies, for example, offer opportunity
for cutting costs In keeping with sn
nounced reductions. Naturally, the
motor car builder who produces the
beet goods at the ■ lowest price will
! be the one w hose products will be
(bought In largest quantity. The man
i ufacturer who' cannot keep up with
this keen competition Is hound to
.suffer as it is possible that his entire
! production tnay not be purchased.
;liut thiR fact will not be indicative
of any saturation point—at least not
until every family financially able to
own a car actually possesses one.
which is far from the case at the
present time.
'MOON OFFERS NEW
ROADSTER MODEL
Since enclosed cars have become so
popular a number of manufacturers
have paid less and less attention to
the roadster, concentrating rather on
the coupe in various designs. The
Moon Motor company, however, still
feel that there are enough motorists
desiring a siiort roadster which com
bines sporty appearance wit if comfort
and lasting good looks. The radiator
is covered with a shell of solid Ger
man silver. The body Is In a two
tone tan Duco finish which will re
tain its appearance for a long period
of time.
The new roadster incorporates a
rumble seat In its design which per
mits room for two extra pasengers.
This folds up when not in use. The
driver's cushion, wide enough for
three, sits directly on the floor, mak
ing a comfortable car with a low and
j ionj? appearance. The top is so <1e
| -ic^ned that the rear curtain may l»e
. i emoved, leaving: the back and en
rirely open. It is regularly equipped
| with full M/.e, balloon tires and four
wheel hyihaii^c brakes. '
NEW WILLS SIX
IN PRODUCTION
The new Wills Sainte Claire six.
i which was introduced at the New
I Vork show, is now in production at
the factory at Marysville.
"We have been working night and
day," said C. Harold Wills, president
and general manager, "Installing new
machinery and preparing for volume
production on the new six and the
new Vogue series eight model. The
cars are now coming through produc
tion and shipments will start immedi
ately.
"We have increased the size of our
working force more than 200 per cent
in the past six weeks, but it will be
necessary to take on more and more
skijled mechanics If we are to reach
the anticipated production.
"Since the first of the year we
have added materially to our distribu
tion organization, and every effort is
being put forth to get even distribu
tion throughout the entire country
on a quality basis that will properly
represent our product."
They win protection who court pre
vention.
^Announcement
\
\
On Sunday, March 15th, we
will display the Oakland Six
New
Special Sedan
'j
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Oakland Motor Car Co.
RETAIL STORE
Telephone AT 2929 2421-23 Farnam Street
OAKLAND
Product of General Motors
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