Evening Star Newspaper, January 28, 1923, Page 59

¥ One year ago the Cole Aero 8 sold in Washington, D C., for $3,050. Today, th'rou'g.b the operation of a remarkable new selling plan, based on a new economic principle, we are able to offer the same car with many added refinements for only $1,885, factory.- Here are the high points of what you get in the 1923 COLE 8— -8 Cylinders - - 80 Horse Power 127¥ Wheel Base - - 33x5 Cord Tires o 8-Day Waltham Clock "Boyce Motometer Shock Absorbers, Powerful Brakesl(Saf&st Car Made). 2 to 72 Miles an Hour in High All for | . Only... | | < Give thought to the Cole slo, , “There Is a Touch of : flc Plan That Makes Important That is the plan in tune with modern eco- “This Price Possible For years the outstanding evil of the motor car industry has been the “trade-in” practice. To be-able to offer what appears to be in prices for.old cars taken in trade, it has been necessary to list prices high enough to take care of the old cars “traded in.” : Frankly it has been necessary to “water” the prices of the new cars. : The result—you have an old car for which you paid $2,000—the dealer allows you $1,000, or perhaps more. You think you get 1,000—but do you? To make this offer possible a high price is set, with big discount to dealers. After all—at actual valuations aren’t you getting only $200 or . $800 for your old car? Understand, this policy has been imposed on all retailers of motor cars, and its effects haye been steadily growing worse. This evil has added an untold burden to the industry. Think of it—distributors-throughout the country have thousands of used cars stored away—these used cars pile up interest costs rap- idly; heat, Hght and selling expense is also tied - up in them. se costs have to be paid, so they are usually added to the new car in the first place w—and therefore, the public pays the penalty. The man who buys a*car for cash—who has no car to trade—is‘in-worse shape than anyone, becaus@ he has to help pay for the burden of the other fellow’s used car. ; A - The Cole Motor Car Company decided to lay their. cards oh the table face up—to lay bare the {nside truths of merchandising motor cars—and, what is more important, discontinue the “trade- n” poliey.- . .- . : This means that we. are literally saving the cost of doing business—no more heat, t, rent, sales.cost, interest and depreciation tobeehar%:dtousedc&rs—the saving is being passed on to the public, where it beloz.gs. , Tglephone Main 614 nomic conditions, which makes it possible to offer the Cole at $1,885—nearly one-half the price of a year ago in Washington, D.:C., and from $1,000 to $1,500 under any car of similar power, finish and. quality. - A Serviceto Dispose of Yofir Car ‘While we will not take any make of car at any price in trade on a Cole 8, we are prepared to render a service which will assist in Empocing of your car at a fair price for you. This plan is not to be confused in any way with the “trade-in” policy, but it does provide a satisfactory and modern way of your dispos- ing of your car. i - This is merely another step in-the Cole plan " to give car buyers, with or without old cars, one* hundred cents for every dollar. Why Cole Leads Many thousands of Cole owners-all over this country can and will testify to the splendid and economical performance of their cars for all the way from 100 to 100,000 miles and more—and back of this satisfaction is an aggressive organ- ization that is endeavoring to render a real serv- ice to the motor public. For instance, the Cole Motor:Car Company has been the first to produce the following im- rovements which have since been imitated and gecome standard with better automeobiles: . First One Man Top : First Four Door Car - . < - - First Eightiwith detachable cylinder heads. First with demountable rims as standard equipment. First with Vacuum Tank and many other innovations, such as the Cole Aero type body, which has been so widely imi- Tomorrow in All Cole Does Today.” In other words, the Cole Motor Car Company has done its best to serve the public. Cbmpare With Any Car— : - Side by Side Many cars look good upon casual insgection —many seem fair values when examined with- out comparison—but the fair test is to put two new cars of different makes side by side and go over them point by point. g The more you know about automobiles’ the more quickly you will realize the tremendous value oflanni in the Cole—place it alongside any car and give it the most grilling angmcritical scrutiny, @ You will find the Cole is bound to-win.in any . fair decision, whether it-be in power, beauty, comfort, finish, equipment, -strength, perform- ance (speed, hills, dust, mud, sand or what not) or economy of operation. 4 Then you-will seé what this new selling plan —the “no-trade-in” policy, saves you—actually from $800 te $1,000. : 0 : Practically. at Whole;ale Price The new Cole selling policy might be said to mean selling the public at retail at wholesale prices. : Under the Cole }Jlan every car buyer is placed on the same equal fagting—he gets what he pays for, and there is rio trade fo muddy the waters. Cole digtributors and Cole dealers no longer have any trading maffins—mar ins that the public has always l{m for in the past— the “t:;nde-in” evil, with all its costs, hias been cut out. 3 : . — The result is: that you now get a quality car at what would be considered wholesale prices by most manufacturers. e - GIBSON MOTOR CO. ‘WASHINGTON, D. C. COLE MOTOR CAR COMPANY, INDIANAPOLIS , U. S. A. Due to this process of squeezing out the water from motor car prices, Cole cars will show 3 lower first-year depreciation than any car bought on the old basis. Actually Means One Car Free .. The two-car-per-family idea is ing and is Jgstl_)gyopular. The saving of to $1,000 on a high-class car offered by Cole means that you can afford to keep your old car. It literally means that you can keep your old car free—compared with what you can find in any other make. Liberal Terms On our new selling policy we do not require all cash. A reasonable payment down and the balance at liberal terms is our offer to the responsible public. A $1,000 Challenge Any man or_woman who is even notely considering buying a car cannot afford over- look an immediate inspection of the 192 -le 8. There is an $800 to $1,000 challeng ~ your pocketbook which no man can afford to: - erlook. No matter what car you own, have owned or are predisposed toward—remember that you cannot afford to let any prejudices stand in the way of such a big saving. And, regardless of the saving, you actually owe it to yourself to know what a revelation the - Cole 8 offers in power, speed, control, endurance, beauty, economy and a hundred other pointa. To.see the 1923 Cole is to approve it, andthe new selling policy which means so much from every standpoint. < Telephone or call for “The Test That Tells” demonstration and an explanation of our.plan of disposing of your old car. 1124 Connecticui . Avenue The_r;e"; A Touch vof'Tbov'n!erow In All Cole Does Today A