.TIIK OMAHA SUNDAY TTEE: FEBRUARY 14. 1913.
7 U
CAMPAIGN AT HOME
WILL OFFSET WAR
Fanners Who Hare Eeaped H&rvoit
Will Make Up for War Depres
sion in Auto Market. .
POSSIBILITIES ARE TOUMTTED
"In view of the remarkable, steodlnefs
lhat has characterised automobile ealrg
fluting the cloning months of 10H, It
seems hardly neressary to Instill a note
of optimism In a forecast of buslners for
the coming year," says A. I. Fhilp, fun
eral sales manager of Dodgo Brother.
"American motor car makers who ex
ported terge numbers of automobiles to
European points before the outbreak of
the war, braced themselves, figuratively
peaking, for a setback In sales as the
result of the falling off tn foreign slilp
tnents. Tet, during the months of Oc
tober, November and December, practi
cally every manufacturer reported a
volume of business never brforo equalled
In the usunlly slack months of the year.
"This healthy Increase in American
sales can bo attributed mainly to the
remarkable records made by automobile
dealers In the farming districts. Big
crops, coupled with the highest prteea In
years, have made the purchase of motor
cars a possibility to thousands of farm
ers In the agricultural sections.
Farmers Own Cars.
It Is estimated that nearly 60 per cent
of the 1,730,000 automobiles In uso In the
United States today are owned by farm
ersand the percentage Is Increasing
each year. Authorities are agreed that
M per cent of the lflo output of American
factories will go to the farms or farmlaaj
communities. When it la realized that,
according to the census of 1P10, there were
e,3m,502 farms in the United States, the
possibilities for future sales ars almost
limitless.
"In the marketing of motor cars, auto
mobllo manufacturers are Indebted to the
farmer for other things than the mere
fact of his being a good customer.
an Instance, the new intensive method of
covering sales territory recently adopted
by the more progressive manufacturers,
is distinctly similar to the Intensive cul
tivation of farm land by the modern
agriculturist. The second generation of
farmers, through the application of ad
vanced methods. Is making every acre
produce Its maximum yield. So In the
distribution of automobiles we are begin
ning to realize that we have only, half
worked the Immense territory given to our
bands.
Many Districts Untouched.
Heretofore, In the allotment of selling
rights to dealers by motor car concerns,
Diany retailers have been given the prlvll
age of exclusive sale In several states
and counties, which they could not pos
sibly work to advantage. The dealer
Imply skimmed the surface sales from
his territory, secure In the knowledge
that all prospective purchasers who de
sired the car for which he had the
agency would come to him. As a re
sult, many small towns and outlying
llstrlcts were practically untouched. The
manufacturer and dealer alike suffered
through this inefficient method of dis
tribution. Automobile merchandising has
undergone a great change In the last
few years, and the end la not yet
KEEP AWAYJROM LONDON
So Chirps H. C. Hill of Jeffery Com
pany in AdTice to Gayety
Seekers.
QUAD TRUCK IS THE THING
Amerl.-an chorus women and near stars
who go abroad In the hope of achieving
a reputation that Is denied them at home,
had better stay away from rleasure-lov-Inir
london and gay Paree, while the
war la on. At least this Is the advice of '
II. C. Hill, assistant sales manager of
the Thomas B. Jeffery company, who Is t
now spending the busiest time of hia
strenuous Ufa between London, Bordeaux ,
and Farls. Not that Hill Is particularly :
Interested In the peregrinations of tUe '
foot lights favorites the constant suc-j
cession of foreign rush orders for Jeffery
Quads would te enough to dlHprove that I
but In a recent letter to the home of-1
flee he happened to remark that the
theatrical young person was conspicuous
by her absence from the once-gay res-
taurants she used to favor In the less '
troublesome days before the war. I
London's desirable young men, writes
Mr. Hill, are fighting at the front or
training assiduously In mufti or blue slops
on the parka and commons. Many of the
theaters are closed. Those that remain
open are poorly patronised. Gone is the
charm of Leicester square, the care free
Bohemianlsm of Boho, the allurement of
the Tottenham Court Road, the seductions
of Regent street and Piccadilly. More
than half of London's 4,000 motor buses
and 9,000 taxlcabes are doing picturesque
service on the highways of Francs and
what remains to the Belgians of their
little country. The electric signs are
missing, the street lamps are dim and
dark, the show windows of Oxford Circus
are deeper shadows In the blackness of
the London night. Truly Europe, Just
now, la a good place to keep away from.
Wants to Drive oa.
One curious circumstance related by Mr.
Hill Is the remarkable avidity of the En
glish youth to join the more spectacular
and dangerous branches of the anny and
navy services. Recruiting officers are be
ing overwhelmed with applications to Join
the Royal laying corps .or the crew of a
submarine. But most significant of all
is the fact that Mr. Hill has received
over BOO letters asking for particulars of
the Jeffery Quad and seeking his. Influ
ence to obtain positions for their authors
as drivers of this famous American truck.
One scion of a noble English house was
particularly Insistent. "I say, Hill," he
remarked, "do get tn a Job on on of
those bloomln' Quads. My friends In the
army tell me It Is the only bally truck
at the front that can 'get there' as you
Americans say. I don't want to be one of
those motor drivers who has to stop for
somebody to' fill up a ditch or to plank
across a piece of mud. I want a truck
that Just goes through such things. Do
get me a Job driving a Jeffery Quad,
there's a good chap." And the heir pre
sumptive of old Lord F is now han
dling the American truck that drives,
brakes and steers on aU four wheels on
the firing line.
Auto Men No Longer
Find it Necessary to
Demonstrate Car
"One of the marked differences between
the automobile shows of today and those
of a few years ago la the great decrease
In the number of demonstrations," re
marked John X. Willys, president of the
Willys-Overland company.
"Luring the New Toik show In the
swaddling clothes of the Industry there
used to be a demonstration track In Mad
ison Square Uarden around which small
contraptions with the mule-tail steering
Apparatus would wheeie their way, while
the spectators gasped at the wonder of
It all. The "horseless carriage" was con
sidered the ai-mo of mechanical excel
lence and a ride In one was an event to
be recounted with no little pride. Many
of the visitors at the show considered
themselves slighted If they found them
selves unable to secure a demonstration,
"But the evolution of the automobile
from a 'one-lunger to a luxurious vehicle
of four to six cylinders has been very
rapid, and at the same time one of logical,
consistent development. Today the many
shows being held throughout the country
are crowded with big, handsome cars,
representing mere than 100 factories,
whereas In the old days about a score
of manufacturers had specimens of their
sutptit on exhibition.
"The automobile Is no longer an Inno
vation. It has become as mu h a part of
the average man's life as any other neces
sity. The market is composed largely of
people who already have owned cars of
various makes and who are thoroughly
conversant with automobiles and their
workings. This explains In part why ws
are no longer faced by the necessity of
advertising the product by giving thou
sands of demonstrations,
"The Overland plant alone, Kith a
rapacity of 7",000 cars, builds mote auto
mobiles In a single year than all the
automobile factories of the United States
built a decade ago. It was only a few
years ago that we were told the lime
would never come when a good car could
be manufactured to sell at the present
Overlant prices. In the fall of 1908 when
The Willys-Overland company declared
Its intention of building 10,000 cars a year.
In order to market them at a low price,
a numler of very shrewd business men
declared that we wer extremely reck
less. Hut we had studied the market and
knew that the man of average means was
waiting for a car which would meet his
demands as well as those of the wealthy.
"The large numbers of Overlands which
we have been able to build and sell,
hacked by generous and truthful adver
tising hare made the car so well known
that there Is no longer any need for long
demonstrations."
True Cantilever
Springs Are Used
On New Grant Six
One of the features of the (Irani Six
ths first slx-cyllnder car announced to
sell under ll.OOfk-ls Its equipment with the
true type of cantilever rear springs. The
cantilever spring had Its origin In Kurope
and has been adopted by a number of
American manufacturers because of Its
easy rid nig qualities and Its long life.
In the rase of the Crant H'.x the spring
Is attached to the chassis at three points
one on the rear axle and two on the
frame. At Its end It is shackled to axle
and frame to allow for the spring action
and at Its center It Is attached to the
frame by means of a trunnion. The
Grant engineers maintain that this
method of fastening Is the most effi
cient for a cantilever spring; and. In fact.
that there Is no other method of attach
ment which ran produce equal riding
ease. Heretofore the cantilever type of
spring has been confined to cars In the
higher price field, the Grant being the
first of Ita price class to be So equipped.
Cadillac Is Chosen
As Exposition Car
The Cadillac elght-r) lliuler has been
made the official car of the raname
t'allfornla exposition at San I'leso. Three
Cadillac cars, two with eevcn-pa-nrnger
touring car bodies and one with a seven
pasaenger limousine body, have been
orJered by K. A. Davidson, the chairman
of the fair committee. These cars will be
used by ihe members of the executive
committee on official business. The three
cars will be dcllvried through the lia
Angeles house of Ihe Don Iee organisa
tion. Two Cadillac cars have also been pur
chased for the l'Hnama- 1'ai lflc exposition
at San Frsm !, . Special ambulance
bodies are to be mounted on ttie stock
ladllllao chassis, and these cars mill be
stationed constantly at the fair ground
to care for any sick or Injured prmons.
PROPER CARE OF THE
MINOR TIRE INJURIES
Many motorists do not reallxe the Im
portance of prompt attention to small
ruts or Injuries In their tires, savs L.
Oreenwald. manager service department
Firestone Tire and Rubber company. It
Is especially Importsnt, at this time "I
the year, that this warning he heede.
A cut tn the tread or rover of tha esse
has a tendency to expand when that part
of the tire Is In conta t with the road.
Tills permits mud. grit, pebble and other
foreign matter to lodge In the opening.
When the Injured part of the tire Is re
lieved of the weight of the car the foreign
matter, which has mcuintilated, acta as
a wedge and with each revolution this
foreign matter Is forced further and
further between the cover and fa brio, not
Infrequently completely separating them.
Kxamlne your tires carefully at regular
Intervale and especially after long trips.
Tai ks. glass or any other matter ""which
may have become lmbe-lded In the treed
should be removed before any serious
ilamage Is done. Wash away all mud to
permit a thorough examination of the
tire.
By the use of "Curt-Cut," or similar
preparations Intended for emergency re
pairs, amsll ruts, punctures or snags ran
be healed and thus prevent them growing
and becoming serious. Iart:e cuts or In
juries should be vulcanised at once by
an experletnetl and competent repair man.
Because of the n tv cars and many new
features In the Ulfi models, with lec
tuie and atripped rlins-ls fur demonstra
tion, steclnl ananecmrnta have ben
iniirte to give the exhibitors ample space
to at'i'onmu dn te the crrwda and still
leave plenty of room In the aisles for the
snlng crowds.
Nearly J00 riders and their friends par
ticipated . in the recent annual banquet
f the Rock ford (111.) Motorcycle oluU
The auto row was almost deserted all
last week, with the majority of the local
dealers attending the Chicago show. They
returned Friday and Saturday full of en
thusiasm over the prospects for the sea
son and for the Omaha show. Most of
the Chicago exhibit will b shown in
Omaha next month.
i. S' If i ft k I ft. 'I T-fVVJ
tai ih..vi i -Z-- syiv
aye
Car
our
Overhauled
C Don't forget to have the piston rings examined.
C. If you have ever noticed poot compression, power shortage
for hill climbing or heavy road work, excessive carbon deposit in the
cylinders, back-firing or a "knocking" engine, you can lay the blame on
the piston rings of your motor.
C. You'll find they are worn, badly fitting and with such poor or unequal
bearing on the cylinder wall as to leak compression at every stroke. These faults en
sure to develop In the ordinary piston ring after a short period of service. Jnoo. of them
will occur in
TRAOf-MMN-USISTCMO
MADS IN
ALL !
ATI Nile
PISTON RINGS
iUa&byiicOuayNorrv Hft-Co.y. . . .
To protect you from Imitations YiccToo- It stamped oa the ring--Insist.
C The lagfrptjo ( s two-piece ring so dugord and constructed a te make gas Wsa
aie impowuLlr. its use ensures you:
PUI.L MOTOR POWER Became helm
two-pie. expansion opening r prop
erly arairtl. The halves are interlockios
and concentric with opposing centers of
rxiiantion so that uniform tenrioo on the
cylinder wall is always r cured. This Is
thediMtnctiveand patented Yvmc"?mus
featuie. It means perfect tvaipicsuoa.
SERVICE Became they are made of
siircial Processed Cray Iron of wonder
ful touthneas that never loses Its elas
ticity and will outlast the motor.
STRENGTH Became the construction ol
tlx; sections on the ansie-iroa principle
gives lUcu tne greatest atrengtli.
MINIMUM CARBONIZATION Beeaasa
surplus oil cannot set BP late the com
bustion chamber either through or past
the nop. it is the burning of tals oil
that creates carbon deposit.
OPERATING KOONOMT Reoaiue the
make erery drop of f url count and check
waste, of lubricating oil.
MAINTENANCE ECONOMY Because
. they do not wear or mar the roundness at
the cylinder and prevent the drtariora
tioa of lubricating oil caused by cos.
densed gasoline vapor getting Into the
crank cast.
Over 300,000 motors are now equipped with VtaiX?w Rings
Send for Free Booklet
To faes and to Bolt Powtr" It tell sll about piston rings and why yo
should equip your engine with the VbacSoo. How It will pay jron t
furl economy and pruiouged motor Lis. Write for It. . .
Sold ty all uf-to-iaU itoltrt, frtt Ttpoir tkop4
MANUFACTURED BY
McQuay-Norris Mfg. Co., St. Louis, Mo.
Canadian Pactsrr-W. H. Ban fie Id It Sons, No. 120 Adelaide Street West. Toraass.
BRANCH OFFICES N.w Ysrfc, 191-2 Broadway at 64th St. I CVka, Mk slews
fclvd. Bids ; Pittsburg. 7620 Tftuga St.; Kaaaaa Uty. 51 J New Nelson Bidg.; Baa Fran,
etacs, 104 llaiufurd bltlg.; Lea Angelas, 224 Central Bld. Dallas, 1MM Commerce St.
See the V.T-- Exhibit
The following Supply Houees are Ptatrlhutora:
Tbs Bamn Irom Co., 13th and BLarae Btm., Omaast, Jfeh.
Powell Supply Co-, alls Farum St., Omaha, aTeb.
Westers Auto supply Co., lao l-araaaa BX, Omaha, SJsh.
s"
2-M
rai ir-vi I
ma.) a
Awarded Highest Honors by the
Buying Public at the N. Y. Show
v - - ....
. i' -' " 1. ' " i-jy -mmmBmmm" ,w f4ammmmmmm"i in .- -r.ww.- -.tSMM - .- i mn,rt mmm -itti hphih m r iiwwjii i'" " '" "H '
I ni iii
The two cars
commanding the great
est interest at the New York
Automobile Show were the New
Mitchell Light Six and the famous
Mitchell Four 1915 Models.
These cars are now on exhibition at the Col
iseum. The Famous Four (price $1250) we, in
Chicago know. It is the car a few weeks Sigo
Chief Gleasbn started on its famous 7,500 mile
journey to break the world's record. With a sealed bonnet, it cov
ered 23 states, meeting every conceivable kind of road and weather
condition. During the entire grueling trip not a single piece of
machinery was or could be touched. The journey was finished
with the engine as good as new.
This identical car you can see in the streets of Chicago during
automobile week just as it came back from its grueling test. Its
companion piece is in the Mitchell Booth at the Coliseum. But
the new Mjtchell Light Six is new to you. In all motordom,
.1 11 .! . .1 It . 1 I IS? T 1 1 it I
there is no car like this. It is the latest of John W. Bate, the acknowl
edged leader among automobile engineers. AVhy the New Mitchell Six
leads all otherswhy it is superior to cars priced many hundreds, of
dollars- more than the Mitchell we will not try to tell you here.
Let it speak for itself. See the other cars first then study the
Mitchell Six. If you cannot visit the show, write us for illus
trated literature.
ItUcino, Wis, U.S.A.
80 Years of Faithful Service t o
the American Public
MAKE THE SHOW ROOMS OF THE MITCHELL KOTOR CO., AT 2054 FARlfAII STREET YOUR HEAD QUARTERS.
