La Grande evening observer., January 19, 1924, Image 8

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Jut o you will fix the fact in your own mind for
futur reference and guidance; '
so you' will, in tho future, value Rickenbacker'a
advice at it truo worth, and heed our timely
varnings; ;
so you will, in short, come to realize that Ricken-
backer engineering is as sound as it is progressive! 9
and finally, so you will. know that in selecting a
ukknbpcker.yoa Tndm of
at least a year in advance of the rank and me ot
cars in engineering improvements, in body styles,
finish and appointments
to the enS that your annual depreciation will be
the minimum, and resale value of your car the
maximum).
We are constrained to remind you that just oin
months ago, (July 1st, to be exact), Rickonbackor
proclaimed to iho world that, within a year, 4
VVheel Brakes would be universal.
Several makers openly took issue with us.
Not only wan every effort made to diccredit our abor
tion ami discount tho superiority of 4-Wnecl
Brakes, but to prove that Rlckonbacl:oria wron;;
both in pioneering this great improvement, nni
in ta)inz such a definite ctar.d en tr;o cul-rc.
We wero certain, however, that future events wou'. l
provo the accuracy of our assertion.
We knew we woro rijht and feared not to go ahead.
Only six months Inter January 5th to I2th tba
New York Automobile Show was a sensutionl
vindication of tlu Uickanbacker policy.
In almost oory exhibit in that groat show was .nil -endowment
of Rickonbacker judgment ifan
recognition of Rickonbacker leadership. .
The. evidor.eo was so i'onclur.lvo as to lcavd no room
for' doubt--4-WlKiJ Brakes have conaoitrod apa
thetic prejudice and active opposition. Ij-; j
Nnt onlv have thov proven nccossary, but actually
indispensable for safe driving in prcoent-dny
traffic conditions.
Informed buyers now insist and will continuo more
than ever to insist that ell four whe ;!o be e quipped
with firct-cluss brakes.
Eventually this insistence will be for fully onc'.ooat!,
. ilitarnal expanding brakes, too.
33 ovc- 50 makers exhibited cars in which
Vwheer'krakes-wero an outstandini; feature.
This was in rrr.onse to insistent denp.nndj cf buyws
03 prassed through talesmen and dealers.
Yhe buyer, having once experienced -he Ki-rnler
snfety and efliciency of this fundament:;! improve
ment, aaid "1 want Vhatl"
And when an American buyer demands, th'o maker
has no option he must comply.
Today, the buver is repeating those words so oft.n
ami so emphatically, every maker muil acorda .
er ny tlio penalty.
ST. II.
"Has this car 4-Wheel Brakes?"
That was the first question you heard when you
stopped at any exhibit in the Auto Show.
And the next question generally was, "Arc they
internal expanding brakes mechanically operated?
But, several other innovations and improvements
that were emphasized by several makers as now in
thin ohow but which you saw in the first Ricken
backer Six also indicated- the impress of thia
product on the entire industry. - )
12 Cars now boast "vibrationless motors." And
it is interesting to note tho soveral expedients,
applied in efforts to emulate the results of Rscken
fc -cker'L "Tandem fly Wheel."
9 Cars emphasized "deeper frnW' though nono!
a yet, approaches the eight W") inch dimensions
f Rirltanbucker "Double tt'eothV frame.
6 Cars showed springs set nea-lr the ends of the
rear axle nearer tho point of cfcntact between tirj
nr.d road. This is one ot tne iiaiurss oi tuvj
backer "Cradlo" tpring suopensYjn.
TU nr v,il r.thtr ctjiiits. lowsver, th.JT re
ctiil to be found only n this car.
0 Cut have "Air Cleaners" ofoneind otTnother
in emulation of Wckcnbackor'KfweWion for
"protecting the lungs of the motor."
Fully 75' ; cf all makers now fsaturo cteel disc wheels
-lI?iri"nnounccd as standard on the fine Ricken
hackcrSix. 5 Cir feature bf.ll bearini! in steering spindles
r.ll of thc'e are rfiuch hishor priced cars than
Rl--kerbacfcor, by the way. s; ?
5 C.'-rs shew tho coir.;nutator located above motor,
T7y Vrorn dirt, waier and oil..; This also you first
saw in the Rif-kenbuckcr Six. t
A:;t! yet wliiio "imitation is tyo sincerest form of
flattery," and we heartily acknowledge the implied
compliment
We cannot but derive still more satisfaction,
from tho fact th.-.t, while each of several have
emulated Ricl.cnhacker in one or two features,
noni' co far, has combined all those superiorities
in otic product as you find them in the Ricken-iK-'-l.er
.'Vx.
Of C01K3-:. everyone looked to this exhibit to sound
tho keynote for the new year.
Nor was any disappointed.
Rickc-ibnclicr ran truo to form by setting a new
standard of values with several refinements and
the unprecedented equipment at the new price.
When you had visited this exhibit, the term "fully
equipped" had acquired a new meaning.
For Rickenbacker allowed, for the first time in the
wc-rld'sl-isSory, standard models at standard prices,
s.t complet. !y equipped as to leave the new owner
'Nothing i'.he to Buy."
Rickenbacker
Sales Agency
111.") Wiishinfrton Avenue
RinUnhncW modelsrthit year are equipped
with all those safety devices and conveniences
which the seasonal motorist considers essential,
and for which, hjf etofore, you have paid extra.
Not only the cjfitomary speedometer, ammeter,
voltmeter, pi!A light, oil gauge and switch-lock on
the mstrumjjit board;
But also trjpsmission lock, Folberth wind-shield
cleaner, dfrribination vanity and smoking case,
motor ru$cr, motor meter wings, motor meter lock,
' chock oBsorbers and bumpers, both front end rear.
The opjtf nodels Sport Phaeton and Sport Roadster
. aleChave beveled plato-glass wind wings.
All ijffcdcls are equipped with drum tire-covers with
h5ered warning "4-Wheel Brakes," which is for
Jiei benefit of tho man behind, ana wnicn never
ails to (five the Rickenbacker man right of way.
This is Rickenbacker's interpretation ot we term
"fully equipped" as exempnnea in inese laiese
models.
Here is established not only a new standard of
values, but a new code of business ethics.
For the first time, you saw an automobile in which
the customer's needs and desires were considered
paramount.
This is another Rickenbacker departure from former
ru'ss that will revolutionize sales practice.
"Nothing Else to Buy" is today the exclusive slogan
of the Rickenbacker salesman even as "4-Wheel
Brakes" was his clarion cry six months ago.
Buyers will no longer accept as "fully equipped" a
car that lacks any essential for ideal driving under
any conditions of weather or traffic congestion.
Having seen the new Rickenbacker models; having
yourself experienced the wonderful performance of
the 4-Wheel Brakes, the luxury of a vibrationless
motor, and the thrill of handling this car; v;
Having seen what constitutes "complete equipment"
according to tj(. new? Rickenbacker standard; i
And whin you consider that all this is included
in the new "delivered" price, you will be at a loss
to understand how it is possible to produce so
much for so little money.
We hope you will see all the others before you see the
Rickenbacker for only by direct comparison can
you appreciate the amazing difference in quality,
performance and value.
For, none other shows the same startling accelera
tion coupled with equally surprising de-celeration.
None other possesses "vim, vigor and vitality" to
compare with this world-famous Rickenbacker Six.
None other can perform so sensationally and yet
prove as sturdy and durable in everyday hard
service.
, In those qualities that lend a thrill as well as
luxury to motoring, this Rickenbacker Six is still
supreme.
In advanced engineering, Rickenbacker is the out
standing leader. In style, the fashion plate. In
Pride of Ownership unique.
F 3W --r SVl
it -
Sport Phaeton, $1595
Sport Roadster, $1645
Coupe, $2935
Sedan, $2135
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