4
Dare we infute red blood into an advertisement of an electric carriage?
Some veil meaning friends, who think they non tell us &e maj not that electric are bought mostly by ladies therefore only parlor prattle and
pretty pictures are permissible. We don't believe it! We believe that women as well as men like, on occasion, to be treated as rational beings, capable
of thinfnng. They like to enter into the fundamentals and to be told the reasons why of things. So here goes.
Better read this ad carefully so you will be able to discuss it intelligently when it becomes the topic among your friends.
h
ere
FIX THE FORM IN YOUR EYE the artistic
line, the graceful curve fix it in your mind
for this ia the design of the future for all high
grade electric. Within a year within six
month thia Flander design will be copied by
half the other maker.
IT IS THE LOGICAL aa weU aa the most bean,
tiful form for an electric carriage and when
i you think of it it ia the only logical aa well aa
. h ia the only really artiatic electric yet designed.
"RIDES LIKE A HAMMOCK," waa the way
one lady expressed it and a glance at the
curved frame and the long.' graceful springs
with axle act well in front and rear of body,
convince yon that the riding qualitiea of thia
car are superior to tboae of any other.
WHEEL BASE IS 100 INCHES and step ia juat
10 inchaa above the pavement when car ia
loaded. Car aeata 8 adults liberally J in rear
and I in front and will scat persons
comfortably. Compare thia with the ordi
nary, high-perched electric with short wheel
base that rock like a akiff in a aea on slightly
wavy asphalt, and pitch and toss dangerously
on a bad piece of block pavement
OR COMPARE IT WITH THOSE imitation
automobile in which valuable room ia taken
up by a hood and the four passenger are
cramped in two aeated fairly comfortably and
the other two on a half width folding aeat so
low only a child can occupy it in comfort.
JUST LISTEN TO THIS it ia interesting it
explains something you have wondered about
'Why electrics have been so ugly, so cramped
for room inside, and so unstable because of
their short wheal base and highly perched con
awuction.
THE FIRST ELECTRIC built m thia country
had a whip-socket on the dash I Now don't
laugh I that ia aa absolute fact. And it ia sig
nificant even if it ia humorous it shows how
devoid of thought the designing of thia type of
car baa been up to sow.
WHY IN THE NAME OF REASON was that
whip-socket there f Tell you why. Originality
ia the rarest human quality. Only one man in
a million can think independently.
HOWE LOST A LOT OF TIME when he first
tried to invent the sewing machine. He thought
it ought to aew like a lady and surely no
aelf-respecting needle could have an eye any.
where but in the head. It took him a long time
to decide that he dare put the eye in the point
of the needle when he had done that he had
invented the sewing machine.
NEVER THOUGHT OF THAT BEFORE
did you? Moat likely not. Moat people don't
look below the surface of thing most de
signer of electrics are that way.
NOW THAT FELLOW who put the whip-aock-et
oa the dash of hia electric car not only com
mitted one foolish act he waa guilty of two
the dash had no business there either. But
that aimple idea had never occurred to him.
A THOUSAND YEARS BEFORE be waa born
Borne gen.ua had added to hia two-wheeled cart
a piece of bark to prevent the nag kicking mud
La the face of the lady be waa trying to pro
poae to.
THAT WAS OOINd SOME ia invention and
it waa aeveral hundred year later that another
bright yoata bethought him of a aocket to hold
the "gad" whip were invented later o he
could have one hand free to hold the lady oa
the insecure aeat
THEN CAME ELECTRICITY or rather the
harnessing of it and an electrically propelled
carriage for Milady became possible. He tried
to design one That waa the first and only
lucid idea he ever had I And all he did waa to
unhitch the bora, lay away the ahafta, build
FLANDERS MANUFACTURING COMPANY, Pontiac, Mich.
DElLBBIi
" raalr la rka aaa4r4s t Utters aa tlaraa mm fcava rmlrfti
tava mm m mtmw
W rll at
" -aaw aaaat rainrtaB la
aa reran 7 .far aarvtre la rsMaaan la lb rl - srailai la haa4
'" ro party rraraaeai thia mnmmct la aar city. All
ar a rat.
For the
the
ISN'T SHE A BEAUTY ? "Un equipage dtgne d9un Rot.
A Full Five-Passenger Carriage of Pure Colonial Design,
Faultless Appointments, and
a lean-to on the rear to hold tome of the bat
teries and another on front to look like a cow
catcher. He cramped the aeata and the leg
room between for a long wheel base bad not
yet been invented either.
THIS PIONEER DESIGNER of oura found
both the dash and whip-socket there when hia
eyes first opened in a carriage factory. He
never stopped to conaider that, there being no
horse in front, the need of a dash had also
vanished. Nor had it ever occurred to him how
the whip-socket came there originally so he
left them both on.
IF THAT CAR HAD RUN. we verily believe It
would have been the atandard design up to now
for we find many featurea in electric that
are just aa illogical just as archaic and just as
useless as that.
TAKE THE HOOD FOR EXAMPLE why
should it be on any electric? No reason on
earth save that some designers don't think.
ON A GASOLINE CAR it has a use therefore
it ia right. Handsome is as handsome doe. It
covers the motor. But do you know we in this
country used to be ashamed of a motor tried
for years to conceal it beneath the aeat; till
one day one of Gran'pa Daimler's cara came
over from Germany and forthwith we all im
itated the Mercede hood and will probably con
tinue to use it for the next hundred years
whether we need it or cot. We are such an
original people!
NOW THERE IS ANOTHER DANGER the
danger of copying without knowing what or
why you copy. Education, training, experience,
travel are requisite if one would copy intelli
gentlyartistically. COLONEL INGERSOLL USED TO SAY "Im
agination cannot go beyond the range of ex
perience. No man can describe an animal he
has never seen. He may describe one with the
horn of a rhinosceros, the mane of a lion, the
trunk of an elephant and the wings of an eagle.
But that is not an animal it is a monstrosity
composed of various things he has seen or
d; earned of a farcical, phantasmagorical, phe
nom. aa it were.
NEXT TIME YOU SEE AN ELECTRIC on the
street just step and lock it over. Don't laugh
it might offend the lady inside. And it is not
her fault. She needed an electric, and bought
the only thing she could find, though she will
tell you her sense of the artistic and the beau
tiful were offended by every line. She doesn't
think it so ugly now one gets used to any.
thing in time.
DO NT LAUGH Though you will aee several
feature left over from buggy deaign coupled
with others from gasoline automobile that arc
a funny or a ridiculous as waa that whip
socket on the dash of the earlier electric, or
Ingersoll'a composite quadruped.
THE FLANDERS ELECTRIC la consistent in
every detail the graceful body curves, the dig
nified, though pronounced striping, the flowing
leather fenders even to the colonial lamps
which were f.pe ially designed for this car
riage by Mr. F E Castle
"I EXPECTED SOMETHING DIFFERENT."
exclaimed a prominent dealer when his eyes
first rested on this carriage, "but frankly, I did
not expect to see anything so beautiful and in
such excellent taste as this Rumor said that
ycu were making an electric that would create
a sensation. I feared it might verge on the
bizarre and for that class of trade of course
that wouldn't do at all. But thia it is faultless,
exquisite! There is not a radical feature not
a discordant note. It is true to every conven
tion and it ia the easiest riding car I have
ever seen."
NOT A "WHIP-SOCKET" ANYWHERE not
a superfluous feature not even a hood to im
itate a gasoline car and occupy room that
should be devoted to paascnger capacity.
twa that Ira a a faawil aaa ar
ooavonietc of vial (lag dealers wo hare
the Price is Half $1,775.
WE CANT CLAIM ORIGINALITY either. We
go farther back than that fellow who invented
the dash. The earliest ancestor of the Colonial
carriage waa the sedan chair most luxurious aa
well aa moat artistic conveyance ever devised.
Then came the Colonial carriage swung on
leathern strap. Thia waa the carriage of kings
and of our forefather.
IP YOU'VE BEEN TO EUROPE, you have vis
ited the various palace and museum there.
Versailles, for example. There you aaw Na
poleon's Coronation Coach. At Munich you aaw
that of Ludwig and Maxlmillian. Th'.e mag
nificent equipagea were of thia deaign. It woe
thia fact that the French gentleman had in mind
who, when paying us a visit the other day, saw
the Flanders Colonial Electric and exclaimed,
"Un Kfutpagt digue tun roi." (Freely traaalated,
a carriage worthy of a king.)
LET US SUPPOSE YOU KNOW NOTHING
about art yet ycu could not paaa a Corot or
a Millet unimpressed. You ar not versed ia
architectural lore but ait you down in a cathe
dral of pure Gothic and you would be over
whelmed by, even though you could not ex
pre in word, your emotions. Nor can you
listen to a Beethoven sonata without being pro
foundly moved by the marvelous melody
much aa you may protest you like "rag-time"
better.
NO; ONE NEED NOT BE AN ARTIST to ap-
Ereciate the truly beautiful that instinct ia in
erent in all of ua. Art but cater to our de
sires only we are not alwaya conscious of that
fact.
NOW WHEN YOU COMPARE the Flander
Colonial Electric with others, you may not be
able to analyse the difference. Only a designer
could do that. But you will feel, even more
than you will aee, that here ia art there it
antithesis. Here beauty, chaste, harmonious
there a nondescript, half au mobile, half
buggy, and all discordant.
WE HAVE TALKED OF BEAUTY to ths ex
clusion of every other consideration. Do not
think, however, that any other factor haa been
neglected in this car. We believe beauty ia the
first consideration in an electric nine tenths of
them are driven by ladies and are much used
for dress occasions as well as trip through
the park, ahopping, theatre, club, etc
BESIDES THERE ISNT MUCH ROOM for
improvement in efficiency in thi type of car.
Electrical science was some year since brought
to a very high degree of accuracy. Despite the
foolish statements you read in some advertiae
menu there ia nothing really new under the
aun either in motor or batteries. Both are
known quantities and the knowledge ia free to
any who will seek it.
ANY GOOD ELECTRIC will go aa faat and aa
far as you will ever want to go. Besides,
digest this an electric vehicle can be made to
go faster or farther either, but not both
than any other type of self-propelled vehicle.
And the "how" is no secret either. Let us send
you our little booklet "Wise and Foolish
Statements Abes, Electrics."
WE DONT PRESUME TO KNOW more about
electricity than Steinrretz or Edison or Tim
merman. So we didn't try to revolutionise that
science we proclaim no wonder-working im
provements or innovations. Instead we have
embodied in this vehicle only standard elec
trical practice up-to-the-minute in every im
provement of course but accepted, tried and
proven standards.
THERE WERE THREE WAYS, however, by
which our (killed engineer saw they could
obtain greater efficiency than others less skilled
by reducing wind resistance, weight and fric
tion to the last possible degree. We have done
that the Flanders Coupe sets twelve inches
lower 0 leaa wind resistance; weighs (SO
aeva rmlti We hav' rlaaaa aa larrtlary rtralaa mm la aatll Ik la aaalia a
" rarrlaaa. If i aa ! It. wrtla aa r aaa aaaarr, klaa . uinmiuJ TT. " , '
u - - a,.r u. w,,aa., retrn:';..;-.;-.?"';. "t.zzrzx.
temporary factory sale offices ia hotel Pont
Eledhrie
99
pound (80 per cent) leas than any other of
similar capacity; and friction hat been reduced
to a point where the will coaat freely on an
incline ao alight aa to be almost imperceptible
to the eye. This indicates skillful designing
engineering. Net result it 81 more mileage
and incomparably better hill climbing qualities
DRIVE IS DIRECT of course. And, of court,
it ia the latest and most improved type of direct
. drive worm gearing. Silent of course abso
lutely. Runs without even a "whisper." And .
the electrical control ia to aimple, ao certain, a
ten year old child can learn to operate it in
fifteen minutes and do it juat aa well aa you
can.
NOW CONSIDER that though lighter by 30 per
cent, you have In the Flanders Electric a full
five passenger carriage actually eight inches
more room inside than the next longest electric
made that the front seat ia just aa deep and
full aa the rear, and there ia more leg-room
than ia any other.
LADY WITH PICTURE HAT can ait back
comfortably in the deep seats and head-room
ia such your aigrettes will not be broken.
THERE ARE SO MANY FEATURES about
this electric you will admire, you must tea it tc
fully appreciate.
AND THE PRICE $1779 ia about half what
you would have to pay for other electrics of
aimilar quality and lacking the beautiful ap
pointments of the Flanders. The only other
electrics that can be compared with the Fland
ers for roominess, efficiency, ease of contro'
and beauty sell for S3J00 to $3,600. Of course
there are cheaper onea but well compare them.
You will find they do not compare at any point.
WE DONT CONSIDER IT CHEAP in the
ordinary sense of the term. Nothing has been
left undone ao detail alighted. Take, for ex
ample, the aashleaa windows of ground French
plate youll find them in no other electric at
any price. You've aeen them in Rothachild
Mercedea Limousines in Europe. We are first
to introduce this feature in America. Our am
bition haa been to make the most beautiful car
possible, one that would be the last word in
beauty finality in good taste. So we could
have priced it at $3,500 and sold a few as
many aa othere tell.
BUT YOU DOUBTLESS KNOW we are quan
tity producers. The name Walter E. Flanders
la known the world over as that of the world's
greatest automobile builder. Hia success hat
been achieved, not by selling a few cars at a
large profit per car, bat by being satisfied with
a amah margin on thousands of cars.
THIS ISNT PHILANTHROPIC it b'Jatt,
plain business. It costs a lot to sell an article
for more than it la worth. So the maker who
placet a profit of $1,000 to $1400 oa a car .
doesn't really make that profit he must spend .
nine-tenths of it in selling expense.
YOU HAVE FREQUENTLY REMARKED
that you couldn't tea the value in electrics at
tha prices that were asked for them. Good
reason too it wasn't there. Cost of selling
was the main item. On the other hand, true
value makes its owa appeal thia car will sell
itself on eight.
DONE IN THREE STANDARD TRIMMINGS
grey whipcord, dark blue broadcloth, and
leather. We don't use goat skin it crocks
Most ladies prefer the whipcord cool in sum
mer and warm in winter. Standard color of
body ia Napoleon Blue with broad French
stripes in white.
STANDARD EQUIPMENT INCLUDES espe
cially deaigned (Castle) Colonial side lamps
and tail lamp. Two sets of alio covers (so on
1 in laundry while the other U in use; Milady
will not soil her evening gown); toilet case,
and cut glass Sower vaae. No stepladder.
ChatrtraJa, Detroit,
