THE OMAHA SUNDAY BEE: FEBRUARY 24, 1918.
S Y
MOTOR CARS ARE
NEEDED TO HELP
IN WINNING WAR
Auto Makers Will Give Uncle
Sam Great Assistance by
Increasing Their Annual
Output.
By H. B. H If MAX.
Advertising Manager role Motor Car Co,
To most of us engaged, one way or
another, in supplying the Americai
people with automobile equipment,
to aid in the conduct of the war, to
facilitate business or improve their
leisure, the year 1918 looms up much
after the conception of the cartoonist
who pictured it as a giant question
mark on the horizon of time.
Not that we do not know the limi
tation of our own business. Txpe
rience and the government at Wash
ington have made it clear to us that
we ourselves are responsible for our
future. It is to be of our own fash
ioning. We cannot "pass the buck"
outside of our family circle.
What we are concerned with there
fore is about the same thing that dis
turbed tfie equilibrium of the pitcher
who found himself with the score
tied, no outs, the bases full and the
opposing team's heaviest hitter to bat
support!
We are like the spoiled child whose
father, in a moment of zeal, recom
mended that he discard his J-ora
Fauntelrovs" for a pair of overalls
and start as a breaker boy to work
himself up in the "old man's busi
nessand estimation!
Asks Even Break.
Now it's orettv safe to assume that,
like the aristocratic breaker boy, if
we are "given the heel ' too frequently
we are not destined to ' become a
howling success. We need encour
agement,. Not any morthan we de
serve, but all that we are justly
entitled to. '
The automobile has been going
alone these 20 odd years as a joy
giving, gloom-dispelling dues of our
flailv life. How really important it
is, how indispensable the service it
affords, how vitally it etiects our
status and prestige, has not been fully
comprehended.
Automobile owners themselves
have not appreciated the value of
them. Hence the survival of the mis
nomer pleasure car.
We, who have been proud to as
sume the title "automobile men,"
have not appreciated our own respon
sibility or the lull importance 01 our
own product, else .we would have
sought long since to make, the name
imply its true utilitarian worth and
full significance.
When it is known that conserva
tively estimated more than 70 per
cent of all the automobiles sold every
year from Hudson bay to the Oulr
of Mexico and from Clift House to
Coney Island are used for business
as well as recreation, the consequence
of the automobile as a factor, in Amer
ica's necessary activities in times of
war, as well as in times of peace, can
be appreciated.
Keep Up Industry.
But, shall this powerful weapon be
discarded simply because encourage
ment is given those who produce ft?
Shall the automobile go the way of
the submarine, the flying machine, the
caterpillar tractor, the machine gun,
and fall outside the pale of American
enterprise because of lack of interest
on the part of its country, and cause
years to pass before it is retrieved?
It isn't unpatriotic to buy automo
biles. The idea should be dispelled
from the public mind as definitely as
the thought that conscription is un
fair. They are both just as necessary
as necessity can make them. Just as
it is incumbent on us to keep the
wheels of the selective draft machin
ery turqing endlessly in order to
produce new crops of soldiers from
day to day and keep the system alive,
so it is just as important to keep the
wheels of the automobile factories re
volving that tHey may produce new
crops of automobiles and thus main
tain their existence.
The small talk circulated with . such
hidden malice to the effect that the
government contemplated reducing
the automobile industry to such an
anemic state that it would have died
from toxic posoning, was propaganda
to discourage American business
activity, and that means buying as
411 as selling! '
It was the subtle effort on the part
of foes of American enterprise to
paralyze one of the most important
arms of American trade. The gov
ernment itself has given the lie to it.
What greater assurance could anyone
desire?
Buyers Getting Wise.
It is regarded as unpatriotic ex
travagance to go on buying 'automo
biles now as in the past. Better judg
ment in the selection of cars, greater
discrimination in choosing an auto
mobile, the exercise of businesslike
methods in buying motor cars for
their utility instead of for their luxury
is urged. But do not forget
that the motor car producer has an
ticipated this tendency on the part of
the buyer, and this year offers a
product that has been enhanced from 1
a utility standpoint.
The motor car industry can go on
supplying the needs of the motor
buying public as long as the war
lasts and it will in no way embarrass
or handicap the production of any of
he many implements of war required
v the government.
Pays Tribute to Newspape
Light Cars in Germany.
Motorcar design as now prevalent
In Germany shows a considerable
change during the last 30 months. Of
course, in speaking of motorcars in
Germany, one might as well say mo
torcars of the German army; there are
a few others left. The cars are made
as' light as possible without sacrific
ing too much strength; the wheel base
is elongated and the tread of cars built
for months past standardized at rail
road gauge. Engines are preferably
Mock cast, with a lesser ratio than
before the war to save metal.
'"The automobile industry would be
a long ways from its present high
place if it had lacked the support of
the newspapers," said R. G. Ewell.
advertising manager of the Allen Mo
tor company, Fostoria, O.
"Either the newspapers are all
powerful or they are mighty good
guessers. They have backed base ball
and automobiling and flying and
every one of these departments of
life has grown to mammoth propor
tions. "We chaps in the motor car trade
are, willing to credit newspapers with
the unerring judgment to 'pick win
ners," and then work overtime to
make their judgment come true. And
the influence of the public press is
such that with their help the chances
for success are a hundred times great
er. The auto trade has a lot to thank
the press for."
Hyatt Roller Bearings
. Are Known Everywhere
Froof of Dostoflice efficiency and
Hyatt reputation for quietness, was i
furnished the Hya Roller Bearing!
company recently lv the piompt re
ceipt of a letter Jdressed simply,
"The Quieterion, Detroit, Mich."
While this little publication, which
is edited by B. G. Koether, manager
of the Hyatt Roller Beariftg company,
has only been issued for a short time,
and the edition is limited to a few
thousand copies, there could be no
better evidence that it is in its own
"quiet" way, earning quite a reputa
tion, not only for itself, but for Hyatt
roller bearings, which it represents.
Number of Trucks Is More
Than Doubled in Five Years
A census of department stores in
the United States which have their
delivery service in whole or in part
R. q. wel2
motorized shows 806 stores owning
4,867 motor trucks. These run all the
way from the small, light, rapid deliv
ery wagon to big, five-ton trucks.
Motor truck delivery as to number
of department stores, number of
trucks in use and amount of money
invested lias approximately doubled
in five years.
This does not include the enor
mous number of small retail stores
which use from one to five delivery
trucks. Already thousands of such
stores are motorized.
Many Years' Experience in
Perfecting Apperson Car
Twenty-five years ago Elmer Ap
person and his brother, Edgar, built
the first practical passenger motor
car, and the word built is used ad
visedly for it was a hand made af
fair, and the hand that did the most
of the work was the hand of Elmer
Apperson, who has been the president
of the Apperson Bros. Automobile
company, since the first Apperson car
was made.
Twenty-five years have seen , no
change. There is not a worker at the
Apperson factory that is not per
sonally known by the president, and
there is not a part in the manufacture
of the car that Elmer could not makes
himself. Not only could he make
them, but every now and then in his
constant passing through the factory
he is showing the working man some
method of improving his part of the
ear.
Unquestionably it is this inde
fatigable attention to detail that has
placed the Apperson in its admitted
superior place today.
Recently somebody asked Mr. Ap
person how long it had taken him to
develop a minor improvement in the
Apperson car. "About a quarter of
a century," was his smiling reply.
"The time it took to present the idea
to my engineers and show them how
I wanted it incorporated in the car
did not amount to over an hour, hut it
took 25 years of careful thought and
experimenting to finally evolve the
perfect idea."
"Something that can be just got by,
that is not going to increase the con
fidence of the public in the car, or en
courage repeat orders, for that reason
I do not take anybody else's test of
the Apperson cars, and the only way
I can know whether it is good enough
for me or not is to driva a new model
about a year before I put in on the
market."
CAR PLAYS SUBMARINE AND
Resurrected after long plunge it goes
chugging away as if nothing happened -
TAKES NINE-DAY DIP IN SNOW
You can secure a maid, stenogra
pher or bookkeeper by using a Bee
Want Ad.
"In these times of wheatless, meat
less and heatless days, we expect the
unusual in the way of sacrifices.'' as
serts II. Pclton, "and the automobilist
is always ready to do his bit in the
way of, war-time economy. The
'garageless' automobiles, the last word
in national thrift, lias been success
fully introduced this winter to the
pronienadcr of aristocratic Michigan
boulevard. Chicago, by a Franklin
owner, who resides at the Illinois
Athletic club, located opposite Grant
park on the wind-swept shores of
Lake Michigan."
The originator of the outdoor
garage is E. F. McDonald, jr., a
prominent Chicago business man,
and judging from his experiments, or
rather "experience," it is a success.
His garage is situated in Grant park,
and may be located at night or day
by a certain lamp post, which after
a heavy anowstorm reveals, in peri
scope fashion, just where the Franklin
lies underneath the surface.
Buried in Snow.
Following the recent severe blizzard
in the "windy city," Mr. McDonald
awoke one morning to find his en
closed car buried in a drift as high as
the car. For nine days it was sub
merged, and then the S. O. S. was
given to a South park policeman and
the steward of the Chicago Athletic
club, who, together with the owner,
dug the car out after several hours
work with shovels.
A suspicious crowd collected to see
what the three gentlemen were mining
and when they saw the autonrobile,
they had visions of frozen radiators
and water-pumps, for they had for
gotten the air-cooled feature of the
Franklin. They were amazed when
they saw Mr. McDonald jump into
the car and start it up just as it it
were in a snug little garage. Hun
dreds of snapshots were taken by the
large crowd which had collected to
sec the exliunienient of the car.
Car Owner Tickled.
Mr. McDonald is elated over the
success of his test, and it has been a
real test, too, for the car has not been
under cover a single night since the
first snowfall. Where it stands it is
subjected to a lull sweep of the wind
from the lake and is exposed to all
elements, hut this has not prevented it
from being in daily service. The en
closed body has been a protection to
the interior, while the absence of
water-cooling has left nothing which
could be attacked by the elements.
"Why nay garage bills if you own a
Franklin?" says Mr. McDonald.
Catch Phrase Great Help
In Attracting Attention
At a tabic in the Detroit Athletic
club recently there were gathered for
lunch several executives prominent in
automobile circles, among whom was
B. G. Kicther, manager of the Hyatt
Roller Bearing company of Detroit.
During the course of the lunch a
reference was made to a certain trade
phrase, and its power to visualize the
functions of the product, and Mr.
Koether remarked, offhand, "Doesn't
it seem peculiarly fitting that 'Hyatt
Quiet' High Duty bearings should be
used extensively in the new Hupmo
bile the comfort car, advertised as
the car of 'Rare Beauty High
Duty.' "
1918 MODELS HAVE 1
135 IMPROVEMENTS
t
Pierce-Arrow Company Makes
Numerous Changv "t for
Comfort of the"
Driver.
Something like 135 improvements
are included in the Pierce-Arrow cars
on display this year.
Last year's car likewise embodied
many betterments as compared with
the vehicles displayed in 1916. This
is in' line with the company policy of
continued improvement.
Yet the casual visitor to the 1918
show will probably not notice any of
these changes. They are not radical.
They involve no departure in con
struction. Few of them are in evi
dence on the car.
They include such details as an en
larged braking.area, a newMiniversal
joint, an added grease cup, a change
in half of the rear spring seat, at
change in the lower throttle lever for:
foot accelerator to give a slower first;
opening, a new brace for the columns
on runabouts, a longer water jacket,
thermostat water control, an improved
radiator, an oil guage registering 100
pounds, a new hood catch, a metal
rest for hood when raised, a new reap
tire carrier ring type, new straight side
tires, a new clock and a new plate
glass window in rear of cape top.
This is typical of Pierce-Arrow
methods. This company long ago
abandoned the idea of yearly models.
It was the pioneer in this departure.
It was animated by the thought that
the practiced changing models with
the calendar is illogical. -
Improvements are made as soon is
possible and not delayed for incorpo
ration into a new model.
Keep Toot Off Clutch.
The careful driver never operates
the car with his foot on the clutch
pedal. Only the slightest pressure
may be exerted, but even this may
be enough to cause the clutch to slip
just a little, which it too much.
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Studebaker
now on exhibition at the
Automobile Show
With newly designed bodies, hoods, fenders, radiatorsTtorjsTand
windshields contributing to a distinctive balanced beauty and with
important mechanical improvements in axles, motors, transmissions, and1
in the chasses throughout, assuring maximum efficiency and economy
of operation, these new Studeoaker Motor Cars are the most highly
perfected product of Studebaker experience and the genius of many of
America's ablest engineers. .They are
ihormi
mirmadi
1' 7.
Before finally approving these cars for production, experimental models
of each car were .driven 30,000 miles under the severest conditions,
through the mountains and country roads of the United States and
Canada, and finally over the Chicago Speedway. Never were we better
satisfied with the performance of any cars, in power, speed, endurance
and riding comfort. To makcassu ranee doubly sure, the experimental
cars, now running on the Chicago Speedway, will be kept running con
tinuously until they negotiate 50,000 miles or more about twice the
distance around the earth.
The LIGHT-FOUR Ftve-Passenzer-shlwrng weight 2400 pounds, wheel
base 112 inches, tires 32 x 3 inches, 35 horsepower motor, 3 x 5 inches, hot
spot manifold, intermediate transmission, improved semi-floating rear axle, Studebaker
blue body finish, applied in twenty-four operations, French plaited upholstery. Price
for touring car or roadster, $895 1. o. b. Detroit.
The LIGHT-SIX Five-Passenger shipping weight 2800 pounds, wheel
base 119 inches, tires 32x4 inches, 50 horsepower motor 3x5 inches, hot spot
manifold, intermediate transmission, improved semi-floating rear axle, either blue or
maroon body finish, applied in twenty-four operations, French plaited upholstery.
Price for touring car or roadster, $1295 f. o. b. Detroit.
The BIG-SIX Seven-Passenger shipping weight 3000 pounds, wheelbase
126 inches, tires 33 x 4 inchesv60 horsepower demountable-head motor 3x5
inches, hot spot manifold, intermediate transmission, improved semi-floating rear axle,
either chrome green or maroon body finish, applied in twenty-four operations, French
plaited upholstery. Price for touring car, .$1695 f . o. b. Detroit (
Studebaker factories at Detroit, South Bend, Chicago and Walkerville, occupy 168
acres, contain 4,704,118 square feet of floor space, and represent an investment of
over $15,000,000. There are no "assembler's" profits in the prices of Studebaker
automobiles, because we design and manufacture our parts in our own plants, saving
our customers from twenty to thirty percent.
Detroit, Mich.
' STUDEBAKER
South Bend, Ind.
STUDEDAKER-WILSOII, Inc.
Farnam Street and 25th Avenue.
Walkerville, Ont.
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