THE OMAHA SUNDAY BEE: MARCH 9, 1919.
VISUAL APPEAL
IS 6IG FACTOR 111
SELLING AUTOS
Beauty and Individuality Are
Prime Requisites forSuc
csseful Business for
Auto Dealer.
Statistics show that 90 per cent of
all motor cars priced above $1,000
are sold by their appearance-their
"visual appear." Beauty and indi
dividuality have become requisites
in successful motor car requisites
ture. In these days of phenomenal
success by automobile engineers, no
one doubts the ability of an automo
bile to go and keep, going, but beau
ty is still being developed and beau
ty is in demand. Motor car buyers
want something snappy, a car that
looks the part on city streets or
highways.
The popularity of the automobile
among women is largely responsi
ble for the demand for greater
beauty ?n design. From the school
girl still in her teens to the mature
matron, the automobile is a topic
of intimate interest and, too, there
is a constantly increasing number of
woman drivers. While women, even
before they took largely to driving
cars, undoubtedly influenced the pur
chase of many, their part has now
become so important in the matter
of car purchase that they may fairly
be said to hold what diplomats
would term a balance of powei.
They demand those niceties of com
fort and artistry of lines that many
men ordinarily are content to do
without.
The lines of a car that are dar
ingly designed offer an immediate
identifying individuality. The freak
ish or ultra-modish car can appeal
but to few. Boldness of lines must
have a tempering touch, giving to
the whole a definite artistry that
will find popular appreciation.
Beauty and individuality sanely
merged offer a real car value. That
is what the public desires and must
have: The motor car to be popular
must be completely beautiful. Beau
ty in the motor car applies to me
chanical features as well as lines,
hence the motor car to be com
pletely beautiful must be beauti
fully complete.
Firm Has First Truck.
. It is always interesting to learn
the history of the first truck a con
cern builds and . the history of it
through the years it is operated. In
this connection an interesting story
has been unearthed about the first
Indiana truck ever built. It is in its
eighth year, has run 100,600 miles
and is still running every day for a
mercantile i.'oncern at Gas City, Ind.
South America Buys Many
Automobiles During War
Cars Blaze Way for More General Introduction of
American Machinery in Latin Countries; Com
mercial Nations of Europe Unable to Devote
Much Time to Export Trade.
Automobile exports to South
American countries have served to
blaze the way for a more general
introduction of American machinery
and implements. The first buyers of
automobiles in every country are the
well-to-do people who set the pace,
and whose actions moreover, attract
attention from .the whole popula
tion. Thus, with South American
countries buying regularly such mot
or vehicles as are exported from the
United States, it will offer opportun
ities of increasing our exports of
1914 amount, reaching $876,543. The
decrease of 60 per cent from 1914
was due to a falling off of South
American exports to Europe on ac
count of difficulties in shipping,
most available tonnage being need
ed for troop and munition trans
ports. Aside from the colonies of
British and Dutch Guiana, Venezu
ela was the only state showing an
increase of automobile trade. On
account of this gain the country
took second position as an importer
of American automobiles among
South American countries, while
Chile showed relative improvement,
i
Stearns
other materials necessary In agricul
tural, mining and metallurgical in
dustries. The principle involved is
that by purchasing American cars
the population of those countries
grows familiar with the excellence
of one of our important products,
and will more easily be interested in
any suitable article offered from
American makers. Therefore, auto
mobile exports from the United
States to South America are of spe
cial importance.
During the year of the outbreak of
the war our South American exports
of motor vehicles and parts and of
motorcycles amounted to $2,159,
577. The most striking fact is that
1918 exports were seven times as big
as those of 1914, the total last year
being $14,595,700. This net increase
of about 600 per cent was realized
during four years a time in which
the United States first devoted its
chief commercial attention to ex
ports to European belligerents, and
then to its own needs as a belliger
ent. The manufacturing capacity un
der such circumstances was mar
velous. Shipping Difficulties.
Our 1915 exports to South Amer
ica totaled but two-fifths of the
rising from fourth place in 1914 to
third in 1915.
The relative positions of the five
leaders among South American
states importing finished automo
biles, exclusive of parts, for the five
years during the war period, are,
separately:
1914 Argentina, Brazil, Uruguay,
Chile, Venezuela.
1915 Argentina, Chile, Venezue
la, Brazil, Uruguay.
1917 Argentina, Chile, Uruguay,
Brazil, Venezuela.
1918 Chile, Argentina, Uruguay.
Brazil, Peru.
During 1916 South American
countries had already succeeded,
like those of North America, in ad
justing the conditions of production
and trade to the requirements of
war.
With Argentina prospering on the
world's scarcity of food, which was
accentuated by the submarine war
fare, leading all the other states,
Chile rose to second place and Vene
zuela was pressed back to third posi
tion. Chile s rise is, of course, trace
able to the growing importance of
her saltpetre resources, this material
being indispensable in the making of
many war materials. Uruguay's in
dustries likewise flourished on ac
count of war industries and shipping,
and that country, hitherto small and
'unimportant, took its place in the
list of the five leaders, South Ameri
can automobile imports of all kinds
from the United States during 1916
totaled $3,938,241, an increase of 350
per cent over the previous twelve
month. ,
Exports Increase.
In 1917 the total amount was $8,
591,073, exceeding the 1916 figure by
54 per cent With Argentina and
Chile in the first and second posi
tions for car imports, respectively,
Uruguay, changing places with
Venezuela rose from fifth to third
place. Uruguay's rise is explained
by the increase of industry in the
"hinterland" in Peru and Paraguay,
whence shipments were sent to
Europe through the port of Mon
tevideo, increasing general prosper
ity. The South American center of
wealth shifted from the north to the
south of the continent, with the min
ing state gaining chiefly in import
ance. Brazil stuck to fourth position,
to which it had been forced in 1915
and which it held to the end of the
war. This fact is explained by the
circumstance that only one of its
products rubber was a paramount
importance to the conduct of the
war.
In the last year of the war Chile
took first place as an importer of
complete automobiles, but its total
of cars and parts was below that of
Argentina. Urguay and Brazil re
tained their respective positions,
and the place of Venezuela, fifth po
sition, was assumed by Peru, bear
ing out what has been said about
the importance of mining territories.
The total of 1918 exports, $14,595,
700, is 70 per cent higher than that
of 1917.
Few Motorcyles.
The exports of motorcycles to
South America are still ridiculously
small. Compared with automobije
sales, they amount to 5 per cent) in
Chile, close to 2 per cent in Ar
gentina, 5 per cent in Urguay, 2.5
per cent in Brazil, and 1 per cent in
Peru. !
There is no doubt that the South
American motorcycle market could
be developed by rational effort to
a large extent, and that by doing this
the way could be opened for many
other American products, thus gen
erally increasing our export balance
to these countries.
One item of importance empha
sized by the figures is the matter of
spare parts. It is essential that not
only are the vehicles placed with the
purchasers, but there should be a
stock of repair parts m the more tm
portant centers of commerce, so that
these vehicles can always be kept in
good repair.
With the great commercial nations
of Europe unable to devote as much
of their energies to exporting as
they could and did before the war,
the automobile and accessory indus
tries of the United States are now
facine a great opportunity in South
America for a wide expansion of
trade.
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, ,t HALF THE COST OF OPERATION ; 's'!!! ll? I
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'I- ' 1 1 : At The Show Space 14 Sir)' r 1
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WboUaa Dlatrtbutor for lawa and
Automobile Co. I 8 It s i II i
: - ' Som Good Territory Orn (or Lin DIr. ReUil Dittributors. M'ivi Uli '
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' i ' V! L ; : U COLE MOTOR CAR COMPANY, INDIANAPOLIS, USA jhr 1!! i h i .
T;;Ti:' r044A
iilGKENDAGIIER
HOT RECKLESS,
BUT THOROUGH
American Ace of Aces Mas
tered No.t Only Flying, but
Also the Art of Marks
manship. In the great masses of troops that
fought oa French and Belgian soil
for four years and three months
men of the ranks and their officers
lost their identity.
The world war for democracy, in
fact, was almost devoid of person
alities, so tremendous were the
numbers engaged and so strict the
military censorship.
Like all rules, however, this has
its exceptions, among the most not
able being Eddie Rickenbacher, the
automobile race driver, who be
came the ace of all American aces.
While his rank was only that of a
captain, he will return to ths coun
try a national hero.
"We men in the automobile in
dustry have heard more about Rick
enbacher's exploits since the armis
tice was signed than we did while
he was terrorizing the Hun in the
air," said Secretary Smyth of the
Omaha Automobile club.
Called "Reckless."
"There are letters from the mem
bers of this squadron, for example,"
written by fellow aviators who
secretly criticized "Rick" for taking
unnecessary chances with his life
and his plane when he was in train
ing for the most hazardous branch
of the service.
"They write that after he had
mastered the art of flying he turned
his attention to his machine gun
and mastered that as well. He taught
himself to shoot from every con
ceivable angle and in every posi
tion. And he was rot satisfied with
becoming an exper : marksman. He
jammed his machine purposely at
high altitudes that he might learn
to repair it while flying at a speed
of 125 miles an hour.
'"We were inclined to think that
Eddie was overdoing it at the time,'
one writes, 'but we now realize that
the future are not definitely known,
it is commonly believed that he will
be seen at the wheel of a race car
on the speedways this season, His
mount probably will be an English
Sunbeam, motored by a 12-cylinder
of the airplane type,
"Eddie was partial to the Sun
beam and its motor before the Unit
ed States entered the war, going to
England in the late fall of 1916 in
hopes of securing two or three of
these cars for an American cam
paign in 1917. Now that he has put
the 12-cylinder to the most arduous
tests military aviation he un
doubtedly is more enthusiastic than
V ""-i"t''iir .-..I i..it,,n ... . ,s- V
Jord
an
fewer American aviators would have
lost their lives in France if they had
been as thorough as he.'
Adjudged Defective.
"Richenbacher, we have al so
learned recently, was twice adjudg
ed as incapaciated for further flying
because of defective hearing, follow
ing falls with his plane, and ordered
home. But the nearest he got to the
United States was Paris and the
headquarters of General Tershing,
whose car he drove before he was
transferred to the air service. On
each occasion the commander of
the American expeditionary forces
ruled that a man of Rickenbacher's
gameness, though a trifle deaf, was
needed over the firing lines.
"While Rickenbacher's plans , for
ever over the speed-power, stamina
and reliability of the 12."
Stt.ing the Battery.
When it is necessary to lay up the
storage battery for some time there
are two methods of procedure. The
battery may simply be laid away
with the electrolyte in it and be re
charged at intervals and have dis
tilled water added as needed. This
serves very well for a long layup.
When the battery is to be out of
commission for a longer time it
should be taken to the battery sta
tion and dry stored. In this meth
od' the battery is dismantled and the
dried plates are stored until required
for reassembling.
Bright Colored Cars
to Be Shown by the
Victor Motor Firm'
The most beautiful car in its class
is the opinion motorists acclaim of
the Roamer car, handled by the Vic
tor Motor company, 2523 Farnam
street.
The sporting car, car of cars,
beaming light of motordom, and
peer' of its class are the epithets
given to the Roamer, built on lines
of durability and beauty. At the
listed price of $2,800, the sturdy
demon possesses all the features and
latest improvements the automobile
world offers for the satisfaction and
comfort of the higher class of mo
torists. When one chooses a car for speed,
he will set his eye upon the Deusen
berg motor, singly renowned for
power, according to Earl II. Scripps,
general manager of the local sales
office. Another choice of motors
may be made in the selection of a
Roamer Continental Six, designed
and supervised by mechanical ex
perts of the Roamer factory. Bear
ing a customs-made aluminum body,
enameled with 14 coats of paint and
finished in choice colored uphol
stery, the Roamer has gained the
appelation of "Tailor made."
"The car has attracted wide
spread notice, because of its beauty
and durability," Mr. Scripps stated.
"The demand for them has exceeded
the supply in this territory, but the
factory sales manager has promised
cars aplenty to be delivered as soon
as possible."
The Victor Motor comoanv will'
have two of the bright-colored cars
on exhibition in the auto show.
CAR
N
OW, at the Automobile Show, you have an unusual opportunity cf
maKing a comparative analysis ot America s leading automobiles, r
1 ,
The LIGHT-FOUR
$1125 '
Tb LIQHT-SIX
$1585
The SEVEN-PASSENGER SIX
$1985 -
I 6. Detroit
Beautiful In Design
Thoroughly Modern
Mechanically Right
There the three New Studebaker Cars are conspicuous for their
beauty of line and mechanical excellence.
Check them up, point by point, and judge them by comparison with other
cars of recognized high quality.
Note carefully each outstanding feature. Study their construction from
every angle. Ask questions know why every owner of a New Studebaker
Car is so thoroughly enthusiastic. ,
The New LIGHT-FOUR is obviously a quality car probably the low-"
est priced quality car on the market. Economical to buy and maintain and biz
enough for the whole family.
The New LIGHT-SIX is unusually attractive in design and remarkable
for its completeness of appointments and refinement of finish.
The SEVEN-PASSENGER SIX gives luxury and style at a price well
within the means of the conservative investor. Its individuality goes hand-in
hand with excellence of construction and maximum service.
Studebaker quality, dominant for 67 years, is rejected In these new cars.
They are the most highly perfected product of Studebaker experience.
You will find the New Studebaker Cars the center of attraction at tha
Automobile Show. .
lonney-Yager Auto Co.
255S Farnam St., Omaha, Neb.
- Phone; Harney 676. Space No. 13.
R"".".n'
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