Omaha Daily Bee Newspaper, May 7, 1916, Page 15

MANY SWEEPSTAKE ENTRIES . BIG PRICE IS PAID FOR A TRADE NAM Each Letter in “Detroiter’” Has| Advertising Value of Thou- CONTLNDER FROM LEE, ILLINOIS | sands of D"u“" | INDIANAPOLIS, May 6—Thers Is n Indianapolis Rncc Promlses to Have No End of Ambitious Auto Drivers, b dearth of ambitious automoblle race | | candidates, as indicated by the flood of y |telegrams and letters from all over the “The modern trend of business has|UNited States to T E. Myers, general manager of the Speedway office. Many been to bulld around a trade name,” de- | of these letters seemn to think that all clared Alfred O. Dunk, president of the|one has to do to win the famous sixth “When | Annual International sweepstakes race is to take some Jitnoy and strip the body T purchased the stock and assets of the | Thera are thousands of aspirants fn this Briggs-Detroiter company last July I|clags, There s another cluss of rich paid approximately $70,000 stmply for the | gportamen, who know hetter, and who trado name ‘Detrofter’ There are ex-|do mot count the cost, but who, for the actly elght letters in the name, which |love of the sport and the fun they get out would figure thelr value at approxi-|it, fry to create special cars incorporat mately $9,000 per letter, [ing automobile ideas that are pets to “Every year of a'corporation’s exist- | themselves and attempt to show up some ence the trade name assoclated with the of the older experfenced racers company becomes of greater valus. Fof | A consplcuous member of the latter oxample, while T paid $70,000 for the name | class is B, Osteweg, of Lee, 111, who han | Detrofter,’ 1 would now place the value |#ent in his entry and necessary checl | of that trade name at not less than $500,- | to the Speedway management for ontry 00, or $100,000 & letter, The increase in | of an Osteweg #pecial, manufacturea by value has all taken place within tho last | Apperson and Osteweg, for the May | ten months, and 18 occasioned by the ad- | ™ace. Idttle in known of this car, ex vertising and formation of & thorough |CoPt that it welghs about 3,40 pounds, sales, production and other Poroes, be- | N8 tbur cylinders, 411-82x5 bore and sides the remarkable sucoess which hus |"troke and a plston Alspiacement of been obtained by the new ‘atx, which |40 cublo inches It Is rogisters was shown fo the first time at the Chy- | "/th the Americsn Automobile agsocls- | il s gt tlon as car 100, The Ariver is to té he 8. | 4 Osteweg, himself; a wealthy young bust Seems Like Big Som. ness man and sportsman “To the laymen some of these figures may seom pxorbitant, even the initial amount pald for such an itangiblo as ;Thlflfl(} W()m(}n Take aot as a trade name. In revolving this P e e g v Pride inDriving | Their Pullmans pommorcial and economic value of the name ‘Detrofter’ as assoclated ‘with a | car of quality. The namo lends iteelf — | readily to advertising, but it is also a Proclaimed the proud possessor of the one perfect figure whose avery mensure ment were those considered by the an-|( clent CGiroeks as idenl, pretty Peg Ray-| mond, who s an ardent motorist, declares | the Pullman car “meamires up’’ in motor. dom with the Venus de Milo of woman Deotroiter Motor Car company. name that Is most exacting In its de- 1 mands, for the very reason that it is | i symbolic of the eity producing a product that stands for superiority and su- prémacy in the broad field of manufac- turing. | ‘“That my judgment in purchasing the | hood. ‘ Detroiter’ as a trade name has been| 0 A contest held at the Hippodrome, Néw York, Miss Raymond was voted the most sound 18 fully evidenced by the | | most perfectly formed young woman out of 40 hundred beautiful girls of the fa mous ensemble of the noted theater f | Although an aceomplished horsewoman | an expert tennis player and Jong distance swimmer, Miss Hattle Burks, leading | 1ndy of “The Blue Pnradise,” devotes a CAR MAKES REMARKABLE great deal of her time to real pleasure CRASH THROUGH BRIDGE driving her Pullman de Luxe Coupe, In which ghe has'found n new paradise . “HI, B)' 1s stamped on both sides of Like men, soms automobiles can stand | her car which Miss Burks purchased re- n tall amount of real punishment, and | cently and everywhers her friends have in exemplification of this fact comes a | expressed their admiration of its bheau fact that my new car, the ‘Detrofter #ix-45," has proven an unqualified suc- cess and is being halled with enth - tio approval by dealers wnd tho ge public throughout the United Btates. story from Spokane, Wash, of the re- | tiful lines as well as of her wisdom in markable way in which a 1916 “Jeffery | pelecting a Pullman, Besldes being lead Four’ emerged from a fitty-six foot | Ing lady of “The Blue Paradise’’ Miss plunge from the Monroe street bridge of | Burks is one of the stars in the Fox fen- that city, Instead of being peduced to | ture firms and, of course, a pet in the splinters, the car was found to be only | heakts @ moviedom throughout the coun 3200 worth to the worse for the drop. | try ' / The accident was the culmination of a Hhe has been wdlely copled by artists L Joy-ride. All of the car's elght occu- | for all morts of cover sketches and has pants were badly injured, one probably | several popular songs to her eredit which fatally, At the time it ran through the | have enormous sales, ralling of the bridge, the car's approxi- | When Miss Marta Golden was “comedy mate speed was sixty miles an hour. | Ing” with Charlle Chaplin betore the It tore away fully thirty feet of the | screen In Los Angeles she became enam -" " bridge guard-rall as It veered from the | ored with a Pullman car, 8he liked it so roadway, | well that she persuaded Miss Truly Shat Not a spring was broken, while all the | tuck to purchase one and now these fa- spokes in the wheels, excent one, re- | mous vaudeville headiiners enjoy a beau mained intact. ¥Byen the body, though | tiful Pullman de JLuxe coupe, which they consjderably battered, was not so far | find 48 not enly a Juxury, but a necessity, gone that it could not be stralghtened | enabling them to fulfill their engage afterward ments at the “big time” houses in and When the car was ralsed to the sur- | around New York, face it was taken to a repair shop. There - the frame was stralghtehed and fhe ] whests repuived and tho macring as | DOdgE Brothers whole touched up and made to look pre- cisely as it had before, at a cost of Engineer Talks slightly within $200, - on Show Les W KING OF SPAIN BUYS 8 B0R4 SECOND WILLYS_KN'GHT ; In reviewing what lh«‘nuluvvw‘h(lt- wsho wa | rought forth, Rusgell Huff, chief engl- | * e Heer of Dodge Brothers, sald | King Alfonso of Spain has ordered his One ,0f the Impressive facts as rve- | second Willys-Knight touring car|vealed by an analysis of the inquiries | through the ambassador at Washington. | recelved from automobile show visitors | It fs to be shipped fmmediately to the |is tho growing respect of the Wublio for royal palace at Madrid from the Toledo|the established models of motor ears factory. | Magk AL0! TNt uu\‘ $* ROLLER. BEAR INGS for | A¥ \ AUTOMOBILES THE OMAHA SUNDAY BEE: MAY 7, 1916 5—A the serious-minded person look- r a real investment, and who cannot afford to play wtih an experiment, wants & model which has proven its rellability and established its worth by long use In the hands The keen buyer of today 1s { thousands of own Lware f the fact that proper motor car values d are established and prolonged; first, by - - 1g the publioc a car designed alonk t b, Detroft 0. b, Detro und engineering lines and bullt of high nde materials, and, pecond, by sustain ing this model year after yvear and adding perfectod detalls from time to time as dictated’ by continuous engineering study | and manufacturing evolution. ‘Concentration 1a the safest and quick est rond to perfection. The enviable posi- tion of the Dodge Hrothers car in the mind of the publie today could not have been attained without following these | common laws of standardization and con- centrated effort. ' The car'a freedom from ‘ shattered second-hand values conforms | its stabllity and 1s s full vindication of | the company’'s policy. x R T —— Wills Indomitable Spirit It is spirit that carries man through the sloughs of life. But not so a motor car, ' Cold steel, refined from high grade ores and worked with an accu- racy that is measured in thousandths alone can furnish the grit to TO You ‘ to pull a motor car through the sands and mires of the road. ool 32’2“&?331‘3}".71! The power of the Detroiter Six demonstrates its quality beyond a Knowledge of what care | doubt when the hill climbing test is used. It is simply a wonder your battery needs, h h" Periodic'inspection without on the hills, ;‘}:m.tm R ‘ The Detroiter Six has ruggedness. Materials and workmanship with & healthy bty o | have given this car a strength that cannot be broken by hard run- TO US | ning or gruelling service, It’s a sturdy car, backed by the strength of a powerful motor. And it looks the part of the thoroughbred, with its handsome newly de- signed streamline double cowled body. fi’é’\fefiii.fid;?fi‘ 5 ll::;m: Let us give you a rough-road demonstration so that you may test l‘:‘g}‘}“;i:r*;" r‘;’“it"::: a its quality and stability. Included in its specifications are such proven successes as the Con- Nebraska Storage Battery Co. | 2203 F.rnagm Strnty tinental Motor, Warner Transmission and a Full Floating rear axle. Phone Doug. 5102 \\\ { f DEALERS!-This is a quality car with a wonderful proposition behind it. Spjam’ | C. W. FRANCIS AUTO CO. . g 221618 Farnam St. Omaha, Neb. Phone Doug. 853. Distributors for Nebraska and Western Half of Iowa. Willard Service helps us by | helping you. It makes } Willard Batterieslast longer andperformbetter, Itwins | Freeinspection ofany battery stany time, : : T o1 S Bl 0 S S LS e s Hudson Super-Six Wins O il RALPH MULFORD On May 2 Ralph Mulford drove a Super-Six The Daytona, Ocean 'hese demonstrations of Boenoh performance, on Super-speed furnish us 1.819 miles in twenty-four hours on the Sheeps- ok P g s R hallengable argument head Bay Spccdway. AVCI‘IIL’C spced was 75.8 soconds, is another pec achiovement of the e e miles for EVERY HOUR. Best previous record fhieyncnt of the Super marvel of vower and was made by S. F. Edge, driving a Napier, on the for a stock chassis over a s Brocklands track in England. Edge's record was e oL - R e 1,581 miles in twenty-four hours, about 66 miles e Mpeotona e ' 1 per hour. The Super-Six wasa STOCK \s hefore, the Daytom ; CHASSIS and the test was made under the bkl o s That the car s all and supervision of the officials of the American Au- 5 A A voreaid iy ore than the company tomobile Association. Teohnionl Board, aud by Freadd J. W lnima for 1t In Speed and Endurance the Super-Six Leads the World GUY L.SMITH 256367 Farnam Street, Omaha, “Service First'' Phone Douglas 1970,