Evening Star Newspaper, September 13, 1925, Page 47

THE SUNDAY . STAR, WASHINGTON, 'D. C., SEPTEMBER '13; 1925- PART I.- One-Profit Valu Truth In Advertising A reades of the Saturday Evening Post ‘waote the editor questioning the truth. Unit-Built Construction Make Studebakers Bargains in Quality BECAUSE Studebaker builds for Studebaker cars all bodies, all engines, all axles, clutches, differentials, steering gears, springs, gear sets, gray iron castings and drop forgings—it is possible to give purchasers two advantages: 1. A price advantage: Because Studebaker eliminates extra profits which all other manufacturers (except Ford) must pay to outside parts or body makers. Thus Studebaker is able to use steel of extra toughness, fine northern white ash and hard maple, wool upholstery, plate glass, painstaking workmanship to pre- cision standards, and extra equipment, such as gasoline gauge, clock, stop light, etc.—yet charge no more than competing cars. 2. A construction advantage: Because all parts are not only designed to constitute one harmonious unit, but are Unit-Built in Studebaker plants. Being built as a unit, every Studebaker func- tions as a unit. This results in years longer life, scores of thou- sands of miles of excess transportation, greater riding comfort, minimum repair costs and, finally, higher resale value. The net of it is this: the one-profit Studebaker with its unit- built construction offers you a bargain in quality. There are others in our general price field who also build quality cars. But for models that are at all comparable their prices are higher. Others who once built quality cars have made material sacri- fices in order to secure superficial price advantages. These cars are good value for the man or woman who wants that kind of a car. But if he wants a bargain in quality there is only one answer—Studebaker. Consider, for instance, the Standard Six Coach, illustrated below, It is called a coach only because it is the lowest priced closed car ever sold by Studebaker. But it is a quality car through and through. It has wool upholstering; plate glass; fine trim to hide all tacks; heavy, ornamental hardware; clock; gasoline gauge on dash; auto- matic windshield cleaner; stop light; locks on ignition, steering gear, door and spare-tire carrier—all operated by a single key. Slam the door and the sound says “quality.” Swing on the door. Run one wheel up on the curb and note how the doors still open and close. Sit on the firm, heavy fenders. Try the steering gear. See how easily it handles the full-size balloon tires. Test the comfort of the deep rear seat. Its genuine wool upholstery covers two layers of washed, quilted cotton, one layer of genuine curled hair and extra long springs closely held together by small coil springs. Run the engine—the most powerful in any car of this size and weight, according to the ratings of the National Automobile Chamber of Commerce. Its crankshaft is fully machined on all surfaces to eliminate vibration—a practice almost unheard of in cars of this price. This motor is not built for excessive speed, but rather for smooth, trouble-free service at 5 to 55 miles an hour. It is built for a long, quiet life—not for spectacular stunts. Sum up all these points—make detailed comparison with any other car—and you will appreciate why we call it a bargain in quality. No car at a comparable price has a more than super- ficial resemblance. ; Only Studebaker, with one hundred million dollars of net assets concentrated upon the production of one-profit, unit-built automobiles, can give you so much car for your money. Any Studebaker dealer will be glad to demonstrate the Stand- ard Six Coach for you without obligation on your part. Studebaker Standard Six Coach $1,320 Delivered for cash in Washington Or, under Studebaker’s fair and liberal Budget Payment Plan, this Coach may be purchased out of monthlyincome with an initial payment of only $440 Down Our Used Car Prices, Have Been Cut —in recognition of depreciation caused by new yearly model announcements —and to conform with recently reduced prices on new cars. EST June, when Studebaker announced that it would have ne more yearly models, our sales jumped. Naturally, we took in many used cars of various makes. In the meantime, many manufacturers have brought out 1926 models, depreciating the value of cars in the hands of owners. We bave accordingly reduced the prices of the used cars of these makes which we are holding. We have also made allowance for recent price reductions of new cars in the prices set on our used car stock. Since Studebaker has brought out no new yearly models, the prices of Studebaker used cars have not been cut so sharply as in the case of other makes. But remember this: on the basis of unused mileage, comfort and trouble-free service the Certified Studebakers remain the best value in the used car market. All our used cars are sold under the strict provisions of the famous Studebaker Dealers’ Pledge to the Public. Here are its terms: O N e 1. All used cars offered to the public shall be honestly repre- sented. If & ear is suitable only for a mechanic who can rebuild it, or for someone who expects only a few months’ rough usage on a camping trip, it must be sold on that basis. Each car must be sold for just what it is. 2. All Studebaker automobiles which are sold as CERTIFIED CARS have been properly reconditioned, and carry a 30-day guar- antee for replacement of defective parts and free service on adjustmencs. This is possible because tremendous reserve mileage has been built into every Studebaker, which it is impossible to exhaust in years. 3. Every used car is consplcuously marked with its price in plain figures, and that price, just as the price of our new cars, is rigidly maintained. The public can deal in confidence and safety only with the dealer whose policy is ““one price only—the same price to all.” For, to sell cars on this basis, every one of them must be homestly priced to begin with. 4. Bvery purchaser of a used car may drive it for five days, and then, if not satisfied for any reason, turn it back and apply the money paid as a credit on the purchase of any other car in stock— new or used. It is assumed, of course, that the car has not been smashed up by collision or othrer accident in the meantime. * 2 % o« ‘What could guarantee more positively that the used car you buy from us will be a big money’s worth in unused transporta- tion? We have hundreds of examples of Studebakers which are giving splendid service after exéeeding one hundred thousand miles. Liberal Budget Payment Plan Our used cars are sold on a reasonable down payment with the balance distributed over a period of months. Call at once! This advertisement will bring eager buyers to seize the bargains offered at these new low prices. JOSEPH McREYNOLDS Sraeis® 14th Street at R, Washington, D. C. GEORGETOWN BRANCH: 3218 M St. N.W. &)udehakers Great Dealer Organization ~ Authorized service af 3000 points thro HAMPTON—A. C. Bristow ughout the United States MARYLAND (Northeast) CUMBERLAND—Fleigh Motor & Tire Company - FREDERICK—Frederick City Garage" HAGERSTOWN—Fleigh Motor & Tire Company HANCOCK—Central Garage ROCKVILLE—F. H. Cashell VIRGINIA (North) ALEXANDRIA—Boyd-Carlin Motor Co. CHARLOTTESVILLE —Carpenter Motor - Company, Inc. o CREWE—Crewe Motor Co. CULPEPER—Irvine Motor Co. FREDERICKSBURG—Jones Motor Co." FRONT ROYAL—Royal Sales Co, HARMSONBURG—E. R. Rodes LEXINGTON—W. S. McCown MARION—W. E. Greer Motor Co. , NEWPORT NEWS—Newport News Mo- tor Car ~Co., Inc. NORTON—Clinch Valley Motor Co,, Inc. PETERSBURG—Bryant Motor Corp. QUANTICO—C. G. Paris SALTVILLE—E. B. Sprinkle STAUNTON—Deffenbaugh Motor Co. WAKEFIELD—]J. E. Mitchell WARRENTON—Lee Highway Motor Co. WINCHESTER—Winchester Auto Sales - Eal