THE OMAHA SUNDAY BEE: SEPTEMBER 12, 1915.
Here ' Are TT fine Mew RED Mod
Improvements and Refinements in
the New Reo the Fifth $875
CHASSIS: Remains practically the tame aa 1915. This
great chassis has been recognized for the past ft re years as
the standard American automobile chassis. It is unques
tionably the most accessible automobile in the world the
simplest, therefore the cheapest, in which to make any re
pair or adjustment or replacement. Very small changes
have been made in different parts of the mechanism. They
are such as only an engineer would understand, and their
purpose was to eliminate the slightest little sound, and to
make this the most silent as well as the most accessible
automobile in the world and to still further enhance facil
ity of driving.
NEW DODY DESIGN t Lines have been changed slightly
to conform with the latest fashions and to improve its al
ready graceful appearance.
HOOD FASTENINGS: Same as those on the "Six."
Facilitates lifting of hood without the usual inconvenience
just a little detail but of sufficient importance to merit
our enginrera' attention when it meant greater convenience
for the Rco owner.
FENDERS: Redesigned. Of the modified "Crown" type,
formed under our own big presses, and so rigid it will be
impcx 4lNe for them ever to shake loose or develop a rattle.
RUNNINCi BOARD: New design, wide at front to pro
tect apron from scratches.
INSTRUMENTS: Now located on steering post instead
of on the cowl board. Facilitates adjustment of carbure
tor, and operation of light switches without necessity of
the driver taking his eyes from the road or leaning forward
from the natural driving position.
COWL BOARD t Now covered with metal instead of
leather, greatly improving its appearance.
SPEEDOMETER AND AMMETER t Located in center
where they can be seen by all occupants of th car rear .
as well as front.
STARTING DEVICE: The same wonderfully reliable
tarter but with a nerr and improved "hook-up." The
former famous Reo worm gear device hat been replaced by
chain drive. Worm was Ideal but required lubrication
occasionally to get best eCSdmcy. Somj drivers neglected
it. Chain is "neglect-proof and a trifle more efficient.
SPARK AND THROTTLE: Control levers now located
on top of steering wbeeL No better, but buyers seem to
prefer it.
DOORSi New locking device unlocks and locks more
readily and certainly.
THIEF-PROOF locking device. See fuller details in Tlx"
column opposite. It's the same in Reo the Fifth.
COLOR: Golden Olive.
SPECIFICATIONS
The NwRsoth Filth (Made! R) Taurine
Wheel Ems - til Incbee.
Springs Front Siwl-efliitl
it" a I" with 7 leaves. Real
three-quarter elliptic Lower
section 44 a J" with 7
leave; upper section 21 li-16"
a 2" with 7 leaves.
Front Axle I-beam, drop forged
with Tirokeo roUsr bearing spia.
dies,
Raar Axle Tubular setni-floaV
ins. Tlmken roller bearings at
differential Hyatt High Duty
roller bearings at wheel, pinion
integral with stub shaft two
universal joint In propeller
haft torque taken by separate
torque arm gear ratio 4 to 1.
Tlree 4" a 4" front and rear.
N on -skid on rear.
Motor Vertical, four -y Under,
cast In pairs, modified L type
with integral bead, with inlet
valve in head. Valves mechan
ically operated and protected.
Exhaust valve seated directly
In the cylinder. Barrel type
crank case with three crank
shaft bearings. Helical timing
gears running in oil.
Cylinder Dimensions i)j u 4H
Cooling System Water Jackets
and tubular radiator, cellular
pattern. . Water circulation by
centrifugal pump direct to ex
haust valves.
Lubrication Automatic force
feed by plunger pump with re
turn system.
Carbureter Automatic, h sated
by hot air and hot water.
Ignition Combined generator
and magneto, driven through
timing geate 1 10S ampere hour
etoreg battery.
Start' KWtita, sepaiets wait,
six volt, connected te traaemie
Trenemlaeioe -ABSsctivw swing
ing type with single rod center
control.
Clutch Multiple dry disc, faced
with asbestos with positive and
instant release.
Brakes Two oa each raar wtteaL
one internal, one external. IV1
diameter drums service brake
interconnected with clutch
8 tearing; Oear and
IS" steering wheel.
ControlLeft-hand drive, sen.
ter control spark and throttle
on steering wheel with foot accel
erator. Positive thief proof
locking device. Same a "Six."
Fender Drawn sheet steel of
latest oval type shield between
running boards and body ylose
fitting, quick detachable under
Pea aluminum bound, lino
leum covered running board.
CaeeUn Capacity 1 gallon.
Bor Five-passenger stream
line Tourirg car type with
extra wide full "V doors, front
and rear. Ocnuine leather uphol
stering. Deep cushions and
backs.
Finish Body , Ooldea Olive, run
ning gear, Black; equipment
nickel trimmed.
Equipment Fully electric light
ed throughout, improved 5 bow,
one man mohair top with full
side curtains, mohair slip cover;
deer-vtaioo.ratu-viaian, ventilat
ing windshield: apeedometer;
electric bora; extra rim with
Improved tire brackets; pump;
jack ; complete tool and bra out
ht, foot and robe rails.
FHea I87S. f-O-b. Lansing. Ulch.
Look at the Cars, Consider the Values and Wl
Read Carefully the Explanation of M
WE FEEL WE MUST EXPLAIN to our more intelligent readers why and
how it is possible to place such cars in your hands at such unheard of prices.
FOR WITHOUT THAT EXPLANATION without reasons so logical they
must satisfy you you could not understand, could not accept, these
values as genuine.
OF COURSE THE PRICES ALONE WOULD NOT ASTONISH might
not even interest you. For mere price taken by itself, indicates nothing
to the intelligent buyer.
BESIDES YOU'VE BEEN SURFEITED with announcements of "big cars at
little prices" this year more than ever before.
MOST MAKERS SEEM TO HAVE LOST THEIR HEADS In the fierce
battle of price competition. As a result you've seen price reductions that
must, we think, have indicated to your mind clearly one of two things
either that the value wa not there last ea$on or couldn't be thie,
SO MERE PRICE EVEN THESE SENSATIONAL NEW REO PRICES
would Interest you only mildly if at alL . . i . ...
BUT KNOWING. AS YOU DO REO STANDARDS of excellence in materials
and manufacture; knowing as you do the Reo reputation for making only
cars of sterling quality; knowing and estimating as you will, Reo integrity
in selling as well as in making, you must marvel at these prices.
FOR TAKEN WITH THE QUALITY of these two famous Reo models, these
prices represent the greatest values ever offered in an automobile values
greater than you had ever believed or hoped would be possible.
YOU KNOW THESE TWO REOS you know that in all the world there have
never been two models that enjoyed greater popularity.
DEMAND ALL LAST SEASON was many times greater than our ability
to produce them even in our big factories.
AND RIGHTLY SO for we maintain that these are the ripest, the most re
fined, and the most nearly perfect automobiles ever turned out of any factory
simply because they have been made in their present form in all essen
tials for more years than any others; and more time, and more experi
ence, more skill, and more care have been devoted to refining and perfecting
these chasses.
IF YOU WERE TO ASK US to state what, in our opinion. Is the strongest
thing that can be said about the Reo product for next season, we would say
without a moment's hesitation, "We have no new model to offer." None of
the grief that you and we know is inseparable from a new and untried car,
to face during the coming months.
BOTH REO MODELS Reo the Fifth, "The Incomparable Four," and the
Reo Six have long since passed the experimental stage. Both have
been tried and proven and not by factory testers, but by thousands and
tens of thousands of owners, and in every land.
THINK WHAT THAT MEANS. Consider the satisfaction it is to us
to know to know absolutely that every car that leaves this factory
in the coming year will carry with it absolute satisfaction absolute cer
tainty of satisfaction to its new owner.
THINK WHAT THAT MEANS to men whose hearts are in their work and
who believe in carrying personal integrity into corporate affairs.
FOR WE REO FOLK ARE that kind of people we state it not boastfully
but just as a simple fact.
ITS OLD FASHIONED, WE KNOW, and not considered "good form" in
tome circles these days.
BUT WE LIKE TO FEEL toward every man who buys a Reo car as if he were
our next door neighbor whom we expected to see frequently and whom we'd
meet gladly and with pride in the car we had sold him.
THIS YEAR OF ALL YEARS we are glad we have nothing radically new,
nothing experimental nothing even doubtful or questionable to offer our
hosts of friends.
OF COURSE WE CONSIDERED this matter from every angle. We are
conversant have been for months with everything others were trying to
do.
OUR ENGINEERS ARE JUST AS ALERT as others just as enterprising
and just as prone to experiment and to explore new and interesting fields.
They enjoy working mechanical puzzles just as keenly as any. But
MOST OF ALL WE CONSIDERED it from the standpoint of those thousands
and thousands of friends who have learned to lean upon us, secure in the belief
that we will offer them nothing but that of which we ourselves are sure.
AND WE BASED OUR PLAN ON THE ASSUMPTION that what the
great majority of intelligent buyers want is not novelty not mechanical
J)uxzks nor engineering legerdemain but service. Just dependable en
oyable automobile service and low upkeep cost with minimum deterio
ration in value of the article from year to year.
Jones-Opper Company,
AND ON THAT BASIS WE KNEW that nothing our engineers could desfo
or our factories build, could give quite as much service and satisfaction
these two Reo models, on which our engineers have concentrated for years
and both of which, as a result of those years, and of our pride in our work,
have been refined to the last degree and the last little detail.
"BUT THE PRICES?" YOU ASK. "Why and how were these necessary
and possible? Why necessary how possible, for this product, not merely
as good as formerly, but better?"
f "WHY WITH A DEMAND that, all through last season was greatly in
excess of the possible output of the factories, was it necessary to reduce
prices at all? And then, why so great a reduction?"
WE WILL ANSWER THAT QUERY.
IT WASN'T NECESSARY any more than it was necessary to devote the
thought and the energy and the expense to the improvement of cars that
already represented values so great that every Reo car was snapped up the
instant it came from the factory.
IT WASN'T NECESSARY either to improve the quality or to reduce the
price except that it is and always has been the Reo desire to give Reo buy
ers greater value then could be obtained elsewhere and just as much more as
our greater experience and superior facilities could give.
BUT IT WAS POSSIBLE and that was sufficient.
THE REASON IS INTERESTING interesting and instructive and makes
mighty profitable reading to any prospective buyer of an automobile.
A COMBINATION OF FACTORS and conditions that are, we believe;
unique with Reo, made these prices for these quality-cars possible.
WE MAINTAIN THAT NOWHERE ELSE in this industry do all these
factors and conditions exist in combination as they do with Reo.
NO; PRICES OF MATERIALS HAD NOTHING to do with it. Prices of
no important materials are lower, while prices of many are considerably
higher than a year ago. And we have never known a time when it was so
difficult to obtain materials as now!
ONLY WAY COST OF MATERIALS In a car can be reduced this yeas
is by reducing quality of materials using inferior or substitutes.
YES; THERE IS ANOTHER WAY the simple expedient of reducing the
amount of materials. In other words, reducing the weight of the car.
FOR IT IS A FACT THAT YOU CAN reduce the cost of an automobile
twenty-five per cent by the simple process of cutting the weight down that
much. Some makers do to the danger point, we believe I
REO CARS ARE LIGHT CARS but not light to the point of fiimsinesi
They are as light as may be without sacrifice of safety or durability.
THE WONDERFUL DURABILITY and sturdiness as well as the low nr
keep cost of Reo cars are due to the happy medium our designers have
attained in the matter of weight. Made heavier they would lack the Snap
and Go and economy of operation for which Reos are famous) made a pound
lighter and we feel we'd sacrifice durability.
SO THAT EXPEDIENT of cutting down the amount of materials that go
into the car was not to be thought of, any more than was the other of using
materials of inferior quality or substitution.
IN THE MAKING OF REOS this year we are using not better because
they are not to be had but the same quality of materials as formerly, Sr
that isn't the reason for the lower price. ."
COST OF MAKING IS, HOWEVER, somewhat less thanks to the fact thai
in many ways we have been able to reach a still higher degree of efficiency,
ONE BIG ITEM IN COST REDUCTION of these two models was the fad
that both had long since passed the exronental stage. That stage through
which every new model must pass and which is therefore so dreaded by al
manufacturers and experienced buyers because it has proven so expensive
to both.
WHEN WE TELL YOU that, had we found it necessary to project a ne
model to take the place of either of these, we would have set aside a fund oi
at least $100,000 to defray the cost of the experiment and would have
doubled the amount had our plan been to supplant both you will see where
we have been able to place to the credit of Reo buyers for the coming yeai
a fund of at least $200,000.
.Reo Motor Car Com
2043-45 Farnam St., Omaha
Distributors Eastera and Nortaern HebraiW and Western lows.