Evening Star Newspaper, August 6, 1922, Page 12

New LIGHT-SIX Reductions| The reasons why What - Automobile Buyers Generally Want: is is a Studebaker — s . In a recent poll of 20,000 car owners by the National Automobile Chamber of Commerce, Inc., of New’ York (the automobile manufacturers’ trade association), each owner was asked to name the quality - 1. Endurance ..cereseessvreevs.owes+15.0% covecsescans 80% - 5. Appearanc g 6. Service facilities of manufacturer. 7.5% 7. Hill climbing or power........ eee 70% 70.5% which appealed to hirh most in buying a car. The results showed as follows: 8. Flexibility ToTele e TS e TSI« WS 0" 0 0 MR 6-5% 9. Endorsement of car by others...,. 6.5% 10. Specifications ,ywoweeswisswmme 6.0% 11. Speed . covrcrmeesopmsssypvywene: 5.5% 12. Appointments .......voeevmeesve 5.0% 29.5% This poll confirms Studebaker’s experience of seventy years in building vehicles of all kinds. Studebaker ' Cars have been and always will be designed and manufactured to meet the qualifications demanded by the public as emphasized by the Chamber survey. ‘The Proof of Studebaker Quality: 1. Endurance. Studebaker Cars are daily giving satisfactory service to ,000 owners in all civilized countries. Proofs of their dependability rests upon the fact that our sales of Repair Parts, cov- ering repairs from accidents as well as service, for the past seven months averaged but $7.00 per car. Up to August 1st, 1922, we produced and sold 550,000 Studebaker Cars, and are now producing and selling at the rate of 125,000 cars per year, practically double last year’s volume, and yet our total sales of Repair Parts this year are less than they were for the first seven months of 1919, ; 2. Economy of Operatibn. Greatest economy results from mini- n um repairs and high resale values of second-hand cars in proportion to list prices. Gasoline and oil consump- tion are next important items of economy. The records of Studebaker Cars in all these respects stand out strikingly well. d 3. Comfort. Correct design of weight distribution, spring suspension, seats, upholstery, etc., determine largely the question of comfort. Comfort is not a matter of extra cost and high prices, but is a mat- ter of design. Comfort is characteristic of Studebaker Cars. Heavy weight is neither essential to comfort nor an assurance of it if design is faulty. The weight of Studebaker cars is borne almost equally by the four wheels, which is ideal distribution. With bodies resting without overhang on frames, semi- elliptic springs, seats of generous proportions, and best upholstery, Stude- baker Cars are necessarily comfortable. 4. Price. With $78,000,000 of actual net assets, including $38,000.000 of plants, and an organization of able, experienced men and work- ers who participate in the profits of the business, Studebaker stands unsur- passed in resources and ability to manufacture economically and give maxi- mum intrinsic value for a given price. By manufacturing complete motors, transmissions, axles, frames, bodies, tops, castings, forgings, and stampings, parts makers’ profits on such items are eliminated, and one profit only is in- cluded in Studebaker prices. The South Bend plants, formerly devoted to the manufacture of horse-drawn vehicles, with recent additions, now manufac- ture sedan and coupe bodies, at minimum costs (without middlemen’s profits), and buyers benefit accordingly. . : The materials and workmanship in Studebaker Cars measure up to-the highest standards known to the automobile industry. Substantially better intrinsic values cannot be obtained at any price. The theory that high prices necessarily mean fine cars is fallacious, simply because prices are not based upon intrinsic values but upon the production costs of different manufac- turers, which vary widely according to their individual manufacturing facil- ities, ability and output. Everybody in the automobile industry knows that standardized cars manufactured complete in large quantities give the great- est intrinsic values, or stated otherwise, the most actual car, per dollar of price. Assembled cars, which constitute eighty-five’ per cent of the hundred-odd makes of American cars, are assembled from parts purchased from many sources, which precludes harmonious co-ordination in design and inevitably increases costs and selling prices about 25%. 5. Appearance. 'An automobile should never be bought on appearance, although seemingly 8% of buyers are.influenced by. . . appearance alone. An automobile is a highly developed mechanical instru- ment from which hard, satisfactory service is rightly expected. Studebaker executives and engineers give much attention to appearance, style, and dis- tinctive beauty in the matter of tops, hoods, radiators and fenders (the dress of an automobile). Our bodies are masterpieces of fine craftsmanship, and are unexcelled for comfort and durability. 6. Service. 'Studebaker has 3,000 branches and dealers in the United States, and is widely represented in all foreign countries. These branches and dealers carry in stock $4,000,000 of Repair Parts for all models of Studebaker Cars. The prices of parts for Studebaker Cars are lower (or as low) as those of any cars of their price, and much lower than those of high-priced cars. Studebaker branches and dealers are obligated to render prompt and efficient service to buyers. Studebaker is in business to sell motor, cars and not parts. The accessibility of Studebaker Cars for quick dismounting and repair work is common knowledge in the garages and among chauffeurs and mechanics all over the world. 7. Power. In acceleration, power delivered at the point of traction, and ° hill-climbing ability, all three models of Studebaker Cars en- joy unique reputations. \ Lot = jes. The other qualities which seemingly influenced the 8 12. Sundnos selections of 29.5% of buyers are flexibility, indorse- ment of others, specifications, speed and appointments, Studebaker Cars stand high in all these respects. Studebaker Cars have set many precedents in quantity manufacture, particularly in the matter of appointments and equipment, such as crown fenders, cast en blde six-cylinder motors, cord tires, one-piece windshield, cowl ventilator, cowl lights, tonneau lamp with extension cord, windshield wiper, transmission locks, beveled plate glass win- dows, etc. Satisfied owners are Studebaker’s greatest asset. | - The broad principle upon which Studebaker business'is conducted and upon which it has prospered o for seventy years, now grounded upon tradition, insures satisfuction to everybody who deals with the House of Studebaker, and we solicit your, valued. guaraniee, better than the ordinary South Bend, Indiana August 1, 1922 patronage on this-basis. Fhis policy protects you THE STUDEBAKER CORPORATION OF AMERICA Chassis ....... $ 785 |- $90 Roadster ..cwe« - 975 - 70 Roadster ... SPECIAL-SIX Chassis ........ $1000| $200 Chassis . Reductions BIG-SIX Reductions . $1300| $200 - 1650 135 1250 175 Touring ... VOAQ'® Touring .eeeers 975 | 70 _ ||4-Pass.Rd. ceew 1275| 200 |[Speedster..... 1785| 200 @ Coupe-Rd: ey 1225 | 150 - || TOUFNG comeewn 1275| 200 COUDE oroemesaa 2275| 225 i © Sedan cammsesnass 1550 200 Coupe . .opeomea 1875 ' 275 Sedan meensotes 2475| - 225 1. 0. b. factories Sedan .....oo. 2050 300 ‘ Year >