Casper Daily Tribune Newspaper, January 20, 1924, Page 17

— acker OF - ITS + NAME -enb WORTHY - Bie] zir Oe adker Told Wari So! the mi Eventuall: . intern: a rm advice at its true warnings; am so you will, in short, come to realize that Ricken- ing is as sound as it is progressive; —and finally, so you will. know that in selecting a Rickenbacker you are always getting a car that is at least a year in advance of backer engineeri: the rank ae ‘hos of ¢ cars.in ing improvements, in ly styles, finish and appointment : —to end that annual d. tion will be ad vasnle belt copa -car the maximum; We are constrained to remind you that just six months ago, “(July Ist, to be exact), Rickenbacker roclaimed to the world that, within a year, 4- eel Brakes would be universal. Several makers openly took issue with us. Not only was every effort made to discredit our asser- tion and discount the su Brakes, but to prove that Ric! both in pioneering this great improvement, an in taking such a definite stand on the subject. We were certain, however, that future events would prove the accuracy of our assertion. We knew we were right—and feared not to go ahead. Only six months later—January 5th to 12th—the New. York Automol w was a sensational. vindication of the Rickenbacker policy. ‘In almost. every exhibit in that great show was an endorsement. Rickenbacker ’ recognition of Rickenbacker LL A The evidence was 20 conclusive as to leave no room R ~ é for doubt—4-Wheel Brakes have conquered apa- thetic prejudice and active opposition. Not only have they proven necessary, but actually indispensable for safe drivin; traffic conditions. Informed buyers now insist—and will continue more than ever to insist—that all four wheels be equipped with first-class brakes. this insistence will be for fully enclosed, expanding brakes, too. ‘ 33— over 50% — makers exhibited cars in which rakes were an outstanding feature, ; This was in response to insistent demands of buyers as expressed through salesmen and dealers. The buyer, having once experienced the greater | * safety and efficiency of this fundamental improve- ment, said “I want that!’ And when an American buyer demands, the maker has no option—he must comply. » Today, the buyer is repeating those words so often and so emphatically, every maker must accede— or pay the penalty. judgment —frank leadershi| FRE Sport Phaeton, $1595 Sport Roadster, $1645 Coupe, $2035 Just so you will fix the fact in your own mind for “‘Has this car 4-Wheel Brakes?” future reference and guidance; —so you will, in the future, value Rickenbacker’s worth, and heed our timely That was the first question you heard when you -stopped at any exhibit in the Auto Show. And the next question generally was, ‘‘Are they _ internal expanding brakes mechanically operated?”’ “ But,. several other innovations and improvements that were emphasized by Several makers as new in this show—but wh ch you saw in the first Ricken- backer Six—also indicated the impress of this product on the entire industry. 12 Cars now- boast :‘‘vibrationless .motors.”’ And it is interesting to note the several expedients applied in efforts to emulate the results of Ricken- backer’s ‘‘Tandem Fly Wheel.”’ 9 Cars emphasized ‘‘deeper frames’’—though none as yet, approaches the eight (8”) inch dimensions of the Rickenbacker ‘‘Double Depth’”’ frame. 6 Cars showed springs set nearer the ends of the rear axle—nearer the point of contact between tire and road. This is one of the features of Ricken- backer ‘‘Cradle” spring suspension. There are several other points, however, that are still to be found only in this car. 6 Cars have ‘‘Air Cleaners’’ of one kind or another —in emulation of Rickenbacker’s provision for “‘protecting the lungs of the motor.” Fully 75% of all makers now feature\steel disc wheels it announced as standard on the first Ricken- backer Six. 5 Cars feature ball bearings in steering spindles— of these are much higher priced cars than Rickenbacker, by the way. 5 Cars show the commutator located above motor, away from dirt, water and oil. This also you first saw in the Rickenbacker Six. And yet—while “imitation is the sincerest form of flattery,” and we heartily acknowledge the implied compliment— “We cannot but derive still more satisfaction from the fact that, while each of several have emulated Rickenbacker in one or two features, none so far, has combined all those superiorities in one Pee as. you find them in the Ricken- Of course, everyone looked to this exhibit to sound the keynote for the new year. Nor was any disappointed. - Rickenbacker ran true to form by setting a new tandard of values with several refinements and © unprecedented equipment at the new price. When you had visited this exhibit, the term ‘“‘fully equipped’”’ had acquired a new meaning. For Rickenbacker showed, for the first time in the world’s history, standard models at standard prices, so completely equipped as to leave the new owner “Nothing Else to Buy.’”” WYOMING DISTRIBUTOR Rickenbacker models this year are equipped with all those safety devices and conveniences which the seasoned motorist considers essential, and for which, heretofore, you have paid extra. Not only the customary speedometer, ammeter, voltmeter, pilot light, oil gauge and switch-lock on the instrument board ;— But also transmission lock, Folberth wind-shield cleaner, combination vanity and smoking case, motor meter, motor meter wings, motor meter loc! shock absorbers and bumpefs, both front and rear. The open models—Sport Phaeton and Sport Roadster —also have beveled plate-glass wind wings. All models are equ'pped with drum tire-covers with lettered warning ‘‘4-Wheel Brakes,’’ which is for the benefit of the man behind, and which never fails to give the Rickenbacker man right of way. This is Rickenbacker’s interpretation of the term pr equipped’’ as exemplified in these latest mm els. Here is established not only a new standard of values, but a new code of business ethics. For the first time, you saw an automobile in which the customer’s needs and desires were considered paramount. This is another Rickenbacker departure from former rules that will revolutionize i practice. “Nothing Else to Buy”’ is today the exclusive slogan of the Rickenbacker salesman—even as ‘‘4-Wheel Brakes’’ was his clarion cry six months ago. Buyers will no longer accept as “‘fully equipped” a car that lacks any essential for ideal driving under any conditions’ of weather or traffic congestion. Having seen the new picmri becker models; ha yourself experienced the wonderful performance the-4-Wheel Brakes, the luxury of a vibrationless motor, and the thrill of handling this car;— Having seen what constitutes ‘‘complete equipment” according to the new Rickenbacker standard;— And when you consider that all this is included in the new ‘‘delivered’’ price, you will be at a loss to understand how it is possible to produce so much for so little money. We hope “ts will see all the others before you see the Rickenbacker—for only by direct comparison can you appreciate the amazing difference in quality, performance and value. For, none other shows the same startling ac-celera- tion coupled with equally surprising de-celeration. None other possesses ‘‘vim, vigor and vitality” to compare with this world-famous Rickenbacker Six. None other can perform so sensationally and yet Prove as sturdy and durable in everyday hard service. In those qualities that lend a thrill as well as luxury to motoring, this Rickenbacker Six is still supreme. In advanced engineering, Rickenbacker is the out- standing leader. In style, the fashion plate. In Pride of Ownership—unique. DL. BENSKIN 223 North Durbin Street Sedan, $2135 f. o. b. Detroit