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ACCESSORY SHOW HERE r~ ? ,_?, Builders of Motor CarEquip ment Exhibit Their Products. MOTORING FRATERNITY GREATLY INTERESTED ' All those Intorested ln motoritig Havo an opportunlty of attending ono of the mo.st compact und Instructlvo automo? blle acccssory shows ever glven. Tho ? xhihltion Is belng held at Gordon Jdotor Company's Garage. Tliis oxhlbl- i tion ls known as tho Standard Eciulp-J ment Khow. It la really Intended to' be of an cdticalioniil character. and ls tlie rcnult of the. deterihlnatlon of the Unlted Manttfacturor* of New York to visit tho larger cltlos nnd towns throughout tlie country iii an effort to moro fully acqualnt thc motoring fra tcrnlty wltli the fincr dctnlls and in Blde fucts connected wltli thc building and operation ot modern motor car equfptnent. A number of polito and c-oiirtcotiB s.ilosmen are In attendanco, who wlll gladly answer all qnestlons rcgardlng the mamifacturo of the products thoy exhibit. There is a fund of antomobilo ktKHvlodgo awaltlng tlio.se who would really like to know more about tho ac cessory cqulpmont of thelr "atceda of steel." For example. a spcedoinotcr Is on view whicli Is so cleverly construct cd that lt indlcates speed with its en ilre mochanlBin cxposod to view. In fact. everything iu thc Standard Equlp ment Know is of interest not alone to thoso who motor, but to tliosc who con templato the early purciinse of a car. Tli" Unlted Miuiufacturers hcllevo that by means of theso Standard Equip ment Show?. they wlll be able to a.*slst tho inotorist In detorminlng what ls lietter for liis car. They show him tho line points about liis cquipment and rttable him to mako an intclligcnt telcctlon. These famous acbea.brlea aro all as ; fContlnued on Third Page.) r# Because so much real thinking has gone into every detail of the Pierce-Arrow Catjitcfemands the smallest amount of thought from the owner. That is our idea of a luxurious car. Deliveries of 1911 Pierce-Arrow Cars Begin in July. del 17, Buick Cars, $1750.00 Show more speed and power on Inills and heavy roads than any other car selling up to $3000.00. We will prove this state? ment if you will allow us to "show you" Other Buick Models, $1000, $1050, $1150 and $1400 are celebrated for light weight, economy on tires and fuel and for their easy riding qualities. Built in three sizes, but all the same quality?$180Q* $2800, $3750 605-611 W. Broad-at Elba ASK OUR CUST0MERS FOSTER MOTOR CAR COMPANY'S BIG GARAGE Representing Three Stand? ard Lines?Their Records. SUPPLIES AND ACCESSORIES CARRIED Kostcr Motor Car, Incorporatod. whoso garage ls up-to-datc ln overy respeet, is located 005-613 West Broad Street, at Elba Station. Tho nieiu bors or this company aro practlcal automoblle men, whose actual expe? rience in Iho automoblle business dates back to tlic pioneer days of 1903, when t lio nutomobiles In Itichmond could bc, countod on thc fingers of one liaud. , By square deallng and honest en deavor, ever? looklng to tho personal Interest of thelr patrons, they havo bullt up a business which probably ranks second tn none In tlic South. Thc repalr department ls in eharge of a mechatiical englneer of hlgh or? der. Ho ls assisled by skllled men, who havo been brought up iu tho autiuiioliilo buslness. The equlptnent of thelr repalr shop ls complete and up-to-date, and work of tho flnest character Is turned out here and guaranteed in overy respeet. ? Foster Motor Car Company handle only cars of standard maiiufacturo, and and wlilch havo a natlonal reputatlon and iniquestionable merlt. Each ear sold by them is sold under a year's guarantce. It is the pollcy of thls company lo show no favorltlsm to thelr patrons, but to glve tho samo "squaro deal" and to extend tlie ramo cotirtcsies to each and every ono wlthout excep lion. "Po business on business princlples" U- their tnotto. Tliis company has the agencles for tho celebrated Pierce-Arrow. Franklin and ' Buick cars, all ot whlch hold records in thelr reapectlvo classes Whlch have never been cqualed. Plcrre-Arrow cars have for flve con ? (Contlnued on Third Page.) AUTOMOBILE INDUSTRY; ITS EXTENT Virginia's Interest Deeply Involved?Her At titude ? POSSIBILITIES FOR GREAT DEVELOPMENT Doutblcss few people ln Itichmond. with Its scarcely more than 300 auto moblles, or even In Virginia, with her fipprdxlma'te 2,ooo, have pauscd to ro rtcct on the extent of tho nutomobile Industry ns'it ls to-day. Eower still have probably made research to learn just what the buslness means to thls country. to our sister States and what It mlght mean to our glorlous Coni nionwealth. Statlsttos show that prlor to 1909 there wero practically r.o.ooo automo bllcs runnlng in tho Unlted States. Duririg tlie etisulng year that number ttns increased by the vast numbor of inn.noe, or _oo vr cent. Wltli the total of 1 .".0,000 runnlng prlor to the present year wo have a carettilly estlmated output for 1910 of ' 313,373 ears, at tbe enomious cost of | $484,888,500. and conslstlng of .90 dlf | fereut mnkes. This will mean that 1 tliere will bc owned one automoblle to practically every slx.ty-thren male Inhabltants in the ITntted Btatos. Tho industry furnlshes employnient to more than* 500,000 engaged ln the nianufacturo of cars and accessorles, to say nothing of the vast number en gngeci ln their snlo nnd malntenancc. It ls true that as lato as 190fi the automobllo was almost unlvcrsally consldered a fad. Standardlzatton of construction anrl Its acknowledged valuo as a mean of econornic and rapld locomotlon lia8 sinco placed the motor car beyond all questlon on the llst of human nccesslties. Of the cntlro output twenty-two States are engaged ln thelr manufac turo, Mlchlgan ieadlng, with an out? put for 1910 of 99,246 cars, the valuo of whlch ls $115,136,000. Virginia's part ln thls ls admittedly (Contlnucd on Third Page.) Chalmera "30" Touring Car and Roadater, $1,500; Pony Tonneau, $1,600; Inside Driva. Coupe, $2,100; Ltmouaine, $2,750. Any One Could Write an Advertisement Like This?But No One Else Could Show This Car It is easy to make claims for cars. Any car can be the best car made, and most cars are?in advcrliscments. All the advertising in the 'world won't make a car a good car. It has to be a good car, if it is good, because of its design, its materials and its construction. Advertis? ing eannot take the place of those things. We spend a good many thousands of dollars a year advertising our cars, but that is not a reason why you should buy a Chal mers car. The reason lies in the car itsetf. Why a $10,000 Exhibit? ?U.Illl ?_? .II. -BB-B-H-a-VB We have an educational show exhibit that cost us 810,000. We did not put this exhibit in Madison Square Garden and the Wayne Casino simply for thc purpose of advertising, or even for the purpose primarily of making immediatc sales. We put in this educational exhibit because we wanted to give everyone interestcd thc fairest possiblc opportunity to see every? thing there is to see about the construction and operation, the workmanship and finish of Chalmers cars. We are so sure of our car that wc cut the chassis open from end to end for inspection at the shows. We are glad to show it all, for we are proud of it all. We Favor Shows We are in favor of automobile shows, just as you are. You are in favor of them be? cause they enable you to make carefui com parisons and make them quickly. A show enablcs you to put competing cars side by side and go over them point by point Wc invite comparison point by point. We have often wished in sclling our cars we could put them side by side with other cars that are being considcrcd. It is thc only way to arrive at a right conclusion. It is not our purpose in advertising, or in having an expensive exhibit for the shows, to try and rush people into buying cars. Wc are trying to help you go into thc motor car question as thoroughly as you want to go into it. Wc are trying cohstantly to teach everyone to make carefui comparisons. All wc ask is that you cxaminc our car in comparison with all the othcr cars point by point; test it out as well as you can; take the past records into consideration; thcn if you buy some other car we have nothing to say. Consider Point by Point More than a million dollars will bc spent this year on automobile advertisements. But you are not fair with yourself if you buy solely by an advertiscment. Chalmers "Forty" Touring Car, Pony Tonneau, Roadster, $2,750. Gordon Motor Co,, Ine, "CARS OF CHARACTER" Diatributora for Virginia and Central and Eaatern North CaroUna. Perhaps some one can write a better ad vertisement than we can write. Yet wc are honestly convinccd that no one can offer you so good value in a car as wc can offer. Hence, if you did not take the car, rather than the advertisement, intoconsideration, you would not bc treating yourself fairly. Consider thc Chalmers car point by point. It pleases first through the sense of sight. Wc believe that there is no car which is more satisfying to thc eye than the Chalmers. Thc lines are beautiful. Tho finish is the best. There is nothing skimpy about thc Chalmers car. Nothing cheap. Every Chalmers car has that tailor-made, well-groomcd, carefully finished appearance that is always-a sourcc of delight and pridc to the owncr. Yet our prices are low. Little Things Mean Perfection So many "little things" have been care? fully looked after on the Chalmers car which have been left undone on othcr cars. Go over this car from radiator to rcar axle. Put any other car alongsidc of it while you are doing so. Thc radiator looks good and it is good. Note even thc cap on the radiator and thc monogram?very small things of themselves, but showing thoughtful attention to dctails. Note the fendcrs: They are heavy and strong, sccurcly fastened. Nothing tin-panny about them. Note thc care that has been taken to pro tect the mechanisni and thc passcngcrs from dust; examine thc running boards, the door latches, thc wiring and dash assembly. See if the driver could bc in a more com fortable position in any car. Note thc woodwork on the car. Compare the wood, and the finish of it, with any othcr car selling near our price. Note thc upholstcring. Note tlic care with which the painting and striping has been donc. Note the big steering wheel and the steer ing post and even the wood of the steering wheel. Note the big handsome doors. Note the tastcfully designed gearandbrake levcrs. Note the large wheels and how the rear whecls are bolted to the brake drums. A cheap tie will spoil thc effect of a sixty dollar suit. Hence the "little things," the little masters of taste and style that mean perfection, have been taken care of in the medium-priced Chalmers cars. Good taste has a commercial value and we realize it. You Must Feel Safe Be carefui to examine cars for thc "Ele ments of Safety." There are four main elc ments of safety: A strong frame; strong steering conncctions; strong wheels well fastened to thc axles; and big, strong, quick-acting brakes. Have thcsc points in mind when you ex? amine cars. We have confidencc' that thc Chalmers cars will come out of any compari? son on these points with flying colors. No Record Like This As for the motor and what it will do?as for the rccord of the car itself; that story is so well known that it should hardly need be re? peated. We know that our cars have a good rcputa tion in this country. We know it from what the owners say.. W'e know it from what thou 1 sancls of people who visit our exhibits at the shows say. We know it from a thousand things wc hcar from all^parts of the country. ' This is the most gratifying fact we could pos sibly know. It is the rcalization of our hopes. This could not be a fact simply because of advertising. It could be a fact only because the cars themsclves have made good. They have made good with the people who have bought them, one by one. They have made good in contests of all kinds during the last two years in a way that no other cars havccqualcd. In two years of motor contests they have won 89 firsts, 32 seconds, and 21 thirds. They have won a higher percentage of events entercd than any other cars. They are thc champion cars. We Take Pains to Succeed Wc are able to give the kind of cars we do at the prices wc ask simply because wc have taken the pains to do so. We have taken the time to design good cara and to tcst them out. Thc designing of the Chalmers "30" was a two years' task. We believe we have an inspection depart? ment that is second to none in thc business. This department is one of thc highest priced departments in our organization. But we find it pays. We employ 103 men whose solc duty it is to inspect materials, manufacturing processcs and finished cars. There is never a moment, from thc time work begins on thc raw material until thc fin? ished car gocs out of the factory, that any singlc part of thc car is not under an inspec tor's eye. We give the chassis the sevcrest possiblc tcsts on thc road. If they can be broken, we want to do the breaking. Every finished car is submittcd to a scru tiny that is almost microscopie. Will There Be a "Clean-Up?" Another reason wc are able to give so much for the money is that we are willing to accept a reasonable profit. Wc are not trying to make a fabulous sum of money in one year or two years. We are making a reasonable amount of moncy, but wc are not advertising fictitious profits. Some people say there is going to bc a "clean-up" in the automobile business some day. Maybe there is and maybe there isn't. But if it ever comes wc expect to be in the business aftSfthe clean-up, as wc are in it before. We think our business policics justify us in holding this bclief. We are sclling quality, not price. "It Is Like the Chalmers" There are many people in the automobile business who take pride in the fact of their former connection with our organization; many are proud to say of their product, "It is likc thc Chalmers." . Wc appreciatc such compliments. It shall be our aim to so improve our pro? duct from year to year, and to so maintain the high standard of our organization that none will ever have cause not tobe proud of us ancl of having been with us. # * h< sf- * * '!? * We would close as we began: lt is easy to make advertising claims for cars; but to make cars tjfat will make good the claims is hard. Wc ask automobile buyers this: After the acivertisements have attracted your attcntion, then in fairness to yoursclvcs and all the man ufacturcrs, comparo thc cars point by point. That is all wc ask.