Evening Star Newspaper, April 1, 1923, Page 59

X THE _SUNDAY STAR, WASHINGTON, D. (. APRIL 1, 1923—PART 3. - New Homie of the ANNOUNCING THE OPENING OF THE NEW Gibson Motor Company’s Display Rooms 16th Street at You Every resource has been employed that could possibly tend to promote your convenience and further your com- fort when you visit us to study the latest offerings in both open and closed type Coles. Today we take Great Pleasure in announcing to the Wash- ington Public the Formal Opening of our New Display Rooms. We will remain open evenings during the coming week. ‘ The COLE “‘net price’’ basis A Sensational Success Just What Does This Mean to You? OU save $1,000, from a comparative standpoint, on the finest car we have ever built. You get this saving through Cole’s New Merchandising Plan of economic distribution. It lowers overhead costs for Cole dealers 50 per cent—which means they can operate on a smaller margin than ever before—and you get the saving. In a word—we deduct the value of your used car from our List Price. This literally means that under our plan you get credit for your old car, vet it re- Two Ways of Marketing Automobiles LIST PRICE PLAN 4 NET PRICE PLAN Prices including long discount allowed to cover maintenance of used car de- Prices with discount shortened. Trading allowances eliminated and dealers’ partment (207 of list) and a trading allowance of from $200 to $600 per overhead reduced 50%.. This is the price you pay for the same car. The mains your property. We will help you sell it at the market value, and whatever you get is that much profit for you. Your acceptance of Cole’s Merchandising Plan simply saves you an un- necessary middle cost and shortens the distance between the factory and the buyer. It means’that you get the $2,685 list price Cole Aero-Eight, with many added refinements, for a net price of $1,885. Touring Car Seven Beautiful Body Designs The same plan which makes possible the reductfon in the standard Cole Aero 8 Touring Car is applied to the closed models as well, thus making it possible to have a custom-built closed car at a price commonly associated with open models. The Cole body designs are so intrinsically beautiful that car. saving involved is your profit. Touring Car. $2,685 Coupe . 2,685 Sedan . 2,685 Suburban .. TouringCar................. $1,885 Coupe Phaeton ................... 1,885 Sedan... Readster . 1,885 Suburban .. Berline-Limousine . . Berline-Limousine B. Indianapolis, Plus Tax F. 0. B. Indianapolis, Plus Tax they please the most discriminating. For many years they have been approved by people of refinement and good taste. So basicly sound are the designs that they will endure for years, and never go out of style. Orly one of the many reasons for Cole permanency of value. The closed models are finished in various harmonious colors, while the interior fittings are most luxurious. The Cole is a fine car you may be proud of in any company. COLE MOTOR CAR CO. -INDIANAPOLIS, IND. 16th St. at You Telephone North O 9813 ; The two tables abovg illustrate the list and the net method of marketing automobiles. A moment of thought will convince any one that Cole’s new merchandising plan is economically sound. One of the chief burdens oi the motor car industry has been the “trade-in practice.” It piled @ip a natiogal cost which ran perhaps in the tens of millions annually (for rent, heat, light, interest, insurance, overhead, and selling cost in the used- car department). According to national authorities this cost averages 20 per cent on fine cars such as the Cole Aero !:leght. Cole's merchandising plan also saves the “trade-in" allowance said by authorities to average from $200 to $600—really a rebate in case an old car is taken in. Cole’s “No-trade-in" policy removes this burden, estimated to be one-third of the cost of automotive distribution, and passes the saving on to the public. At the same time it provides a fair and satisfactory plan to help dispose of used cars. What Cole Quality Means For sixteen years the Cole has been recognized the world over as a fine car. Nothing has been taken away at the new GIBSON MOTOR COMPANY 16th STREET AT YOU price, which is made possible only by Cole’s new merchandising plan, which has met with universal endorsement. The outstanding features of the Cole Aero Eight are: 8 cylinders, 80 horse-power—insuring perfect performance under all conditions; 1 to 72 miles an hour in high. Such powerful brakes that the Cole is known as the safest car made. 33x5 Cord Tires which average 20000 miles of service. 127%-in. Wheel Base—a truly big car. Body designs so beautiful that they have been widely imitated. Complete equipment such as Waltham 8-day Clock, Boyce Motor Meter, extension jack, shock absorbers, etc. And to this standard model have been added many additional refinements, at the net price of $1,885, factory. Do You Know How to Judge Automobiles? In the past many things have clouded the issue in buying a motor car. Personal prejudice—what friends said—the personality . of the salesman and a thousand other things. . Now comes a new and scientific sysiem—a standard by which you may correctly gauge the worth of any automobile. With this simple system you can be certain of the worth of any car you are considering. The test is fair to all, and Cole will abide by your decision. E Make the Test That Tells This system is known as The Test That Tells. Regardless of your preference, make this test before you buy any car. Then remember that we deduct from our "i%u Price’, the market value of your used car, thus giving you our “Net rice. 5 The “Test That Tells” is proving a revelation to man b e y buyers who thought they knew all ‘hlc “Ins and ‘Outs” of motor can.y It opens a new era in automobile values. Call, pho it the “Test That Tells.” SES AL A Permanent Value The Cole “No-trade®n” policy not only means that you get a truly fine car at wholesale and actual valuation, but that much of the usual first year depreciation has been removed. The Cole plan means that your investment in a fine car is protected for years. This high used car value is further enhanced by the Cole policy of permanent body design (the same style has been used for five years). 16th St. at You Telephone North 9813 “There’s a Touch of Tomorrow in All Colev Does Today” CTH R PR R R H I HE P LU