El Paso herald., August 19, 1911, Page 10, Image 10

About El Paso herald. (El Paso, Tex.) 1901-1931

Image provided by: University of North Texas; Denton, TX

                
IX PASO HERALD
10
Saturday, August 19, 1911
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W ? Aflf ah exblcmalion is due for the lateness of this announcement. It is four weeks overdue and it is pretty generally known that we have already delivered about oOOO-o the 1912 models. '
' HcrltfVUTs lt7o w alZd ol dealers that we were going to put out the largest automobile advertisement ever pHnted-a "double-truck" in 200 newspapers We J.Jt7 A
WU Instead came hundreds of telegrams in this vetn: "For Heave's sake, don't you fellows at the factory ever consider the poor dealer and his Uroublesf You know we cant get enough 20 s or 30 s to supply our.trade, there are three customers
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Cars
1111912
Will
Build
20,000 E-M-F "30"s and 30,000 Flanders a20ws
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E-M-F "30" Fore-Door Touring Car, $1100
Flanders "20" Fore-Door Touring Car, $800
lECENTLY OUR MR. FLANDERS WROTE a personal
letter to all Studebaker-E-M-F Dealers asking for sug
gestions as to how Flanders "20" or E-M-F "30" models
t. could be improved. The 2500 replies could be epitomized
in the following, which we quote from one letter: "Only
' defect in either model is lack of cars to supply the de-
j mand. There are three customers waiting for each t:ar
that comes from the factory. Please don't try to make
them any better just make moreP
t
)IEVERTHELESS, "THE WORLD DO MOVE," said
Galileo with his last gasp and that is our only excuse
for announcing any changes. Note we do not say im
provements in either of our models for 1912. t
ftfST AT THIS TIME when other makers are tearing the
air with declamations of their new and radically differ
ent models condemning their product of the past by just
so much as they proclaim the superiority of their forth
coming effort, we can say, "Our 1912 model is jus't as
o-ood as -that we sold in 1911 or 1910, 1909 or 1908.'
CAN YOU APPRECIATE with what pride we make that
-statement can you enjoy with us the exultation which
comes from knowing that if in the future we can only
give every buyer as great value for his dollar as much
satisfaction and pleasure in his purchase as in the past
we will have achieved the highest ambition of an" hon
est business house.
JFAKE FOR EXAMPLE our E-M-F "30" model. Never
was there such a record of service and of satisfaction as
the car has given its 30,000 owners. So flawless has
been that record, we have today 30,000 salesmen all
working ior love.
0 YOU KNOW THAT STUDEBAKER-E-M-F "30" is
the oldest car in the world in its present form this -is
its fourth year and the few changes that have been
made from time to time were in external appearances
only we have kept up with the styles in body design:
.MO OTHER POWER PLANT has ever been able to equal
Ihis in performance "Old Bullet," the ninth car we
built holds several world's records for speed 84 miles
an hour on Atlanta Speedway, and she and the others of
that first famous litter hold all world's records for en
durance. Every one of them are in service today and
many of the first five hundred have over 100,000 miles
of rough roads toured to their credit.
jtAKE CAR No. 2, for example: It is in New Mexico.
Owner writes: "Friends who have purchased your later
models on my recommendation tell me their cars are
peat; but" after four vears of driving over Western trails,
I tell you I don't believe you ever built another car quite
as good as my No. 2'
-ISN'T IT SPLENDID to get letters like that? Car No1?
Why that car our first w,as used ior two years at the
factory as a demonstrator and was then put in the hard-
est kind of service as a "pick-up wagon" at the factory,
doing heavy truck work. Can't kill her looks as if she
was good for twenty years or more of the same kind of
work.
jjraEN OUR DEALERS COME TO THE FACTORY it
is a favorite stunt to take a ride in Old No. 1 on top
- of a load of castings, perhaps. And each time they
marvel at the durability of the old car knowing though
. they do the quality of all E-M-F "30" cars.
THAT IS WHY WE HESITATE to claim any real im-
, provement in our 1912 model E-M-Fv "30" over any
previous model persons who know will doubt our ability
to improve on perfection or what they "...consider the
nearest approach to perfection that has ever been at
tained in a motor car. )
BUT WE HAVE MADE A FEW minor changes that may
rightfully be called improvements. Here are some you
.will agree are better: Longer wheel base now 112
inches -permitting of lengthened body, giving more room
in front as well as rear seat. Body is also several inches
wider, making ample room for three 200-pounders in
rear seat; drop frame instead of former straight frame,
gives lower center of gravity and lower, more rakish,
appearance to car. Springs are longer also both fiont
and rear always the easiest riding car, it is still more
velvety in motion.
-A FEW MECHANICAL CHANGES not necessarily im
provements, though of course our engineers think they
are are improved steering gear better facilities for oiling
and adjusting. At the same time we have emulated the
$5000 cars by placing spark and throttle levers on top
of steering wheel; large steering wheel of Circassian
Walnut, gives classy appearance and makes "thumb and
finger control" possible.
NO CHANGE IN M.OTOR you will be pleased to hear
that. Fact is we" would not dare make the slightest
change in that wonderful motor for fear we could never
again get quite as powerful a one.
'NEITHER HAS THERE BEEN any change in transmis-;
sion, tontrol, axle orA chassis detail, save only those men
tioned the drop frame and longer springs.
E-M-F "30" IS MORE BEAUTIFUL, though, than ever
before. Truth to tell, we have always thought there was
room for improvement in the outward appearance of this
car. But you must remember that in order to give our
customers the highest degree of mechanical excellence,
in past years we had to design the body severely plain.
And we are proud of that policy other makers adopted"
the opposite policy, made cars that misled buyers by their
looks and are now either in the junk heap or on the
way there expected soon.
BUT NOW IT IS DIFFERENT we have our mammoth
plants and they are paid for. We have a more perfect
organization. Practically unlimited capital enables us
to buy better and prices of all materials are lower.
SO NOW WE CAN ADD appearance to efficiency luxuri
ous appointments to mechanical perfection and sell you
that much better car in 1912 for the same price you paid
in 1911 and for $150 less than we had to charge in
1908-9 and 10.
WE HAVE PROMISED from the first to improve wherever
and whenever possible and to "divide with the buyer the
savings we effect by our superior facilities." This 1912
announcement -is the fulfillment of that promise.
FOR THE PRICE HAS NOT BEEN INCREASED the
big, luxurious, fore-door model will remain at $1100
F. O. B. factory. Let those try who may, none can equal
this value. They never have been able to and it is no
part of our plan that they ever shall.
THE BODY IS A BEAUTY of the most improved
"straight line" type perfectly straight from front to
rear. All levers inside; door latches concealed; large
ventilators in dash so it is just as cool in front as in
rear. Also we provide so doors can stand ajar, so speed
of car sucks out warm air permitting cool air to replace
it constantly. Actual thermometer tests show our front
compartment to be cooler than rear. Only objection to
fore-door design eliminated.
IN A WORD the Studebaker-E-M-F "30" will continue to
be in 1912, as it has always been, the best car in the
world at less than .$2500 the first choice in its class of
all well informed buyers. Others thrive on our leavings
they live because we cannot supply the full demand,
even making, as we do, one hundred of these cars every
day.
MADE IN FOUR MODELS for 1912: Fore-door Five
Passenger Touring Car, $1100 ; Fore-door Detachable Demi
Tonneau, $1100; Fore-door Roadster, $1100, and Coupe,
$1475. Full detailed specifications in the catalog.
THE STORY OF FLANDERS "20" is even more simply
told. There is no change in this sterling mbdel not the
slightest, either in mechanical detail or in appearance.
We could see no chance for improvements.
SHE HAS COME INTO HER OWN never was more
signal victory than this car has achieved. Never did any
automobile enjoy a greater over-demand t than. Flanders
'"20" does now, and with an output of 100 a day at that.
YOU WILL REMEMBER that, like all new models,
Flanders "20" did not come up to Designer Heaslet's
hopes the first season 1909-10. There were several
minor defects.
WE SAID SO FRANKLY in our ad. announcing the im
proved 1911 three speed model. Competitors criticised
us severely said it was bad business to "tell all we
knew to the public." Well, perhaps only it didn't work
, ouVthat way much to their chagrin.
WE USE STRONG STATEMENTS in our ads. we haye
the goods and ordinary terms cannot do justice to, them.
, ' .So do others deal in superlatives when they are pro
claiming hoped-for virtues. Past' errors they are singu
larly silent about, however.
WE HAD TO ADMIT that the two-speed idea was wrong
.. for a touring car. Its only advantage was cheapness of
. manufacture, and, while we had the customer's interest
at heart when we designed the two-speed Flanders "20,"
we found we were mistaken and that the customer ex
perienced buyers, anyway would gladly pay a trifle
more to have the added efficiency and superior control
of a three-speed selective sliding gear transmission.
WHILE WE WERE ABOUT IT we designed the hand
somest fore-door touring body that ever was seen on a
moderate priced car. '
AND WHAT A RECORD she has made it is simply splen
did. Discredited by her past, dealers and individual
buyers alike were supercritical. Competitors "knocked"
i for fair and, tried to convince buyers that the three-spe-d
model was really no great improvement over the former
Yrwo-speed. We sometimes think this very knocking was
our greatest advertisement, for, of course, 'the public
knew that the' man whose name this car bore would stand
back of the product it had been his pride from the first.
SO THEY DETERMINED TO TRY the new car. out.
k And they certainly did figure out some gruelling tests
speed, hill climbing, mud plugging, sand fighting every
imaginable stunt that could break down a car or prove
her ability. And Flanders "20" always came up smiling.
lThe astonishment of her opponents was something to bee.
From that time she has forged steadily ahead, sweeping
-from her path every would-be rival till today she is
- acknowledged leader. Dealers tell us there would be no
other light touring car sold if they could get enough
three-speed Flanders "20's" to fill the demand.
IN LARGE CITIES buyers are so well informed they
simply won't accept substitutes they will order six
months ahead and vait for Flanders "20" rather than
take an assembled or a "tin car" as a substitute. But in
smaller towns, where there are fewer cars and folks don't
have as good a chance to compare performance and dura
bility, dealers are still able to persuade buyers the imita
tions are "just as good.'7 That is jwhere the "tin cars"
thrive.
WE HAD IN MIND in designing this car, the great class
of well-to-do business men who want a family touring
car of high efficiency, seating five and capable of taking
them anywhere people who want a car of sterling
quality and yet feel they cannot afford a car as large as
E-M-F "30."
NOW WE COULD HAVE DONE as we did with E-M-F
"30" five years ago designed with an eye single to me
chanical excellence and without regard to appearance.
But that day has passed. The opinions of other makers
to the contrary notwithstanding, we believe the farmer
and the man in the village has just as artistic a sense
is just as well informed on up-to-date design as the city
man. And we determined to make a handsome car aa
well as a good one.
NOW THAT COSTS MORE, OF COURSE there is actu
ally over $250 more factory cost in Flanders "30" than in
' any of its competitors yet there is not nearly that differ
ence in the selling -price.
NOW COMPARE THEM. Ask your local dealer to drive
his Flanders "20" demonstrator up beside one of the
several makes of "tin cars" so you can see the wonderful
difference.
COMPARE POINT FOR POINT the French-type bonnet
of the Flanders with the simple, cheap-looking and cheap
motor cover on the front of the other. The full fenders
of the Flanders with the scrawny tinny-looking mud
guards of cars that presume to compete with it. Even
the equipment lamps, top, windshield, are superior in
looks and in quality.
APPEARANCE IS IMPORTANT. However matter-of-fact
a man may claim to be, his wife and daughters crave
the artistic and the beautiful. And Flanders "20" is -their
choice because there they find it to as great a degr- at
in the highest priced car on the market.
YOUR MECHANICAL SENSE will also be appeased we
are talking to you, Mr. Practical Man if you will in
vestigate chassis details and power plant. You will fhtd
a four-cylinder motor of most approved French type
and a transmission like that in E-M-F "30" same ex
cellent axle design, too, and you will find, if you know
steel, that the materials that go into this car are not sur
passed in quality by that used in any automobile at any
price bar none.
FLANDERS "20" HAS NO RIVAL when you consider all
points. No other car on the market gives the buyer so
much mechanical excellence and so much to be proud of
in appearance as the Flanders "20' at $800. s
HERE'S AN EXCERPT from a letter written to one of -or
dealers by a certain Detroit manufacturer: "Why not
take on ten or fifteen or our cars? You know you can
not get Flanders "20's" enough to supply your trade.
Your customers get impatient waiting and you. way lose
some sales. We have cars in stock and can ship at once.
Besides our discounts to dealers are larger."
BUT THAT DEALER DIDN'T FALL you never heard
of a dealei giving up the Studebaker-E-M-F line. . Never
heard of a dealer handling any other if he could get this
one. Dealers want cars that sell themselves that are
backed by a guarantee for a full year, and that really says
something.
EVERY STUDEBAKER DEALER IS JEALOUS of the
proud position he occupies he is honored and respected
above ail rivals in his own community because he sells
the best cars and keeps his Word the cars make good.
And the manufacturer backs him up. He will not sacri
fice that proud position for a few chance sales, nor for a
bigger rake-off will he sell to his townsmen cars that he
knows are unsalable elsewhere.
OUR ONLY" PROBLEM IS DELIVERY. We are not
going to make any rajh promises. We cannot piomise to
deliver every car that is ordered. All we can do is to
repeat that we are making one hundred per day now!
That we are doubling our factory facilities as fast as
bricks can be laid and machinery installed I That we will
be making two hundred a day within ninety days and
will work full force all winter in hopes of catching up
with the demand but that is the limit of our ability for
the present.
FOUR MODELS OF THIS CAR ALSO FOR 181. Fore
door, 5-Passenger Touring Car slightly smaller than
E-M-F "30," not quite so speedy 5 miles per hour but
just as efficient; 4-Passenger Suburban ideal car for rural
residents; 2-Passenger Coupe, and 2-Passexger Runabout.
Full detailed specifications tn catalog.
&4p '?
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STUDEBAKER CORPORATION
-; . . , E-M-F FACTORIES, Detroit, Mich.
s - Studebaker Colorado Vehicle Co., Denver, Distributors
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