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F-JIhie Mp3jr The Fifth
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WHAT NEED WE ADD to what you already know of thia great car? For of course you do
know. If you have not owned one, you have many friends who do.t And they have doubt
less told you in more extravagant terms than we would care to use.
MORE THAN 40,000 of them are today in hands of users: 12,000 were sold last season.
AND AS PROVING the popularity of this model we need only say that on November
10th the last Touring Car left the Reo factory. And that for thirty days at least there has
not been, so far as we know, a Reo the Fifth on any Dealer's sales-floor anywhere.
THE PROOF OF QUALITY in any product is "will it sell in the off-season? Autumn-is
supposed to be the off-season for motor cars. Not for Reo cars though we have never known
a time when, even with our splendid factory facilities, we were able to make enough Reos to
supply the demand.
WE HAVE JUST INCREASED our plants nearly 50 per cent necessary to produce the new
"Six." And we hope to be able to more nearly supply our dealers this year tfrftn formerly.
AS WE HAVE NO AMBITION, however, to be maker of the most automobiles, but of the
best, we do not expect, ever, to supply all the demand for Reo cars. That would be our
idea of well the reverse of success. " .
TO MAKE THEM EVER BETTER so much better that, always, the demand will beckon
the supply that is our desire.
FOUR YEARS AGO we announced that, after more than 23 years of experimenting testing
proving we had produced a chassis that we believed was finality in all essentials of
design. And we said so.
SOME FRIENDLY RIVALS laughed at that statement said that changes would continue
to come with the seasons as they always had.
NEVERTHELESS WE WERE CERTAIN In our own
minds that, in the three-unit power plant and in
other feature that have become known as peculiarly
Reo, we had established principles that would not
change so long at least as the principles of gas
engines remained as they were.
IMPROVEMENTS? REFINEMENTS? of course
but only in minor details. The world moves and of
course we expect to move with it. Reo has from the
first been in the van we mean to stay there.
BUT IN THE FUNDAMENTALS of a self-propelled
g lea sure car, we were convinced we were right,
vents have only served to confirm us in that belief.
Reo the Fifth is today, in all essentials, the same as
then and it is still the leader in its price class.
FROM SEASON TO SEASON we have made such
improvements as the progress of the science has made
possible. And as our facilities have increased and our
purchasing ability become greater, weli&ve from time
to time reduced the price of Reo r ears at the same
time that we have increased the quality and the size.
IN THE CASE OF THIS FOUR we have been able to
do two things we had considered impossible we
have made a bigger, at the same time we have made
a still better car.
READ THAT AGAIN MULL IT OVER sense the
significance of the statement a larger, more luxuri
ous car refined and improved at every point where
refinement or improvement was possible and at a
lesser price!
HOW WAS THAT POSSIBLE? you ask. Tell you :
THE MOTOR PROVED to have more power than
was necessary more than was really desirable for
the weight of the car. Refinements, recently made,
increased that power still more.
SO WE FOUND we could add three and one-half very
desirable inches to the length of the car, give the
buyer a more luxurious equipage, and yet have a car
of ample power.
THAT DIFFERENCE IN LENGTH and we made
it wider at the same time makes all the difference
in the world in the capacity and the comfort of the
car. It gives a full door without having to cut the
comers to let the wheel-house in.
OTHER NOTICEABLE IMPROVEMENTS in a
car which formerly seemed almost perfection are:
IMPROVED UPHOLSTERING higher backs to
seats. Extremely low-back fad is waning. Now
back to comfort.
IMPROVED WINDSHIELD support with braces
running from cowl to body sill secret of success of
"One-Man Top."
POCKETS in all doors.
INSTRUMENTS mounted flush on instrument board.
HOOD FASTENERS new and improved type. Stay
put and unfasten readily when you want them to.
ENTIRELY NSW TOP--a real one-man top. Can
actually be put up or down by one man after long
use as well as when new. Secret ia in the secure
attachment mentioned above.
WINDSHIELD Oval moulding and pressed steel
construction throughout. Hew method of fastening
and top attaches direct to and is Immovably
supported by windshield.
RADIATOR New method of securing to frame
more flexible prevents strains on roughest roads.
. More cooling capacity. Cover, one-piece pressed
steel same distinctive and "classy" Reo design.
WHEEL BASE increased three inches.
NOBBY TREAD TIRES on rear wheels and extra
wide, oversixed, demountable rims with new locking
device.
SPRINGS Improved method of lubrication for spring
shackles.
.STREAMLINE HUB CAPS an exclusive Reo fea
ture. Covers all bolt heads, dust and oil proof.
Removed by small screw-driver no need for large
special wrench.
ANTI-RATTLER on brakes, and an ti -rattling support.
IMPROVED STARTING mechanism same system
but doing away with shifting gears; also with sliding
contacts and resistance. Silent;, no over-running or
roller ratchets nor any part to wear when car is in
operation. We think it is perfection.
NEW HEADLIGHTS with hingeless, anti-rattllng
doors and outside focus attachment.
NEW DESIGN FENDERS crown type, closer
fitting under pan. Not the cheap-looking rolled type,
but the kind you see on high priced cars.
NEW METHOD of supporting ignition coil. New
design universal joint for generator impossible for
backlash or rattle to develop by wear.
NEW CYLINDER DESIGN independent exhaust
ports. Injector type exhaust manifold. Now low
pressure muffler.
NEW THREE-PIECE piston rings giving greater
power and acceleration. Ball bearing fan one piece
hub and larger bearings.
IMPROVED VALVE operation mechanisrn larger
surfaces, ball joints, self-lubricating.
NEW ONE-PIECE cam shaft larger bearings and
hardened and ground. . ,
ADDED FRICTION SURFACE to clutch. New
operating mechanism calling for less foot pressure.
Improved thrust bearings.
EQUIPMENT One-man top. Flush instruments;
highest priced d'Arsoval type ammeter and usual
tools and accessories.
DELIVERIES BEGIN December 15th. Your local
dealer will be able to ahow you and to take your
order for this matchless car on or about that date.
I ill ' 1
A Condition That Was
To Others, Proved To B
Reo The Fifth Roadster $1000
Reo The Fifth Coupe $1575
1
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WE PROMPTLY TOOK, and are giving you
full advantage of it.
READ CAREFULLY It's the Silver Lining to
the War-Cloud.
YOU ARE OF COURSE AWARE that the Reo
Motor Car Company is financially the second
strongest Automobile concern in the world.
OR WEREN'T YOU? We had supposed that
knowledge was common' property. Anyway,
you can easily ascertain the truth of the
assertion.
WE WOULDN'T MENTION IT HERE
never have before but it is necessary to state
the fact in order to explain something that is
otherwise unexplainable the wonderful values
we are able to "give in the two Reo models
shown and priced above.
FOR "WONDERFUL VALUES" is the only
term that expresses it. Think of it! The New
Reo the Fifth that incomparable four, im
proved at many points and a larger car than
its immediate predecessor and at $125.00 less
than last season.
AND THE SENSATIONAL REO SIX A six
designed and made the Reo way with the Reo
guarantee at the amazing price of $1385!
THAT CALLS FOR EXPLANATION, for you
nor anybody else dreamed it would ever be
possible to produce such cars at such prices.
SO 'SURE WERE WE OURSELVES of that,
we went so far as to state in an advertisement
a year ago "no maker ever can not even Reo
ever can give greater value than this" speak
ing then of Reo the Fifth at $1175.
YOU RECALL THE STATEMENT doubtless
so when you saw the price, $1050, quoted
above and realized also that this latest Reo
the Fifth is a larger and an improved car, you
wondered.
WELL HERE'S THE ANSWER and ffs.
mightily interesting.
THE GREAT EUROPEAN WAR has created
two sets of conditions contradictory in some
aspects. .
FOR EXAMPLE, while we know that Six Hud
dred Millions of dollars go into American bank!
every thirty days a guarantee of prosperit
and of a market for automobiles in the comin
months at the same time you know that thl
banks are most conservative about loaning :
, out And that is as it should be. Safety Firs
AND SO YOU KNOW, If you stop to thin
about it that many manufacturers, of autoj
mobiles and of other commodities, who wer
financially sound but who lacked a large sui
plus of cash, found it impossible to borro
aunng tne past lew montns. mesa wen
necessarilv limited in their capacity to the!
own funds.
AND THAT WAS WHERE REO, with itl
enviable financial position- -having the mone
and in cash, and controlled, not by absente
shareholders but by men who daily direct, th
Reo destinies was able to avail itself of th
condition that then existed.
TO BUY WHEN OTHERS WERE EAGEB
TO SELL and when there was practicall
no competition in the buying market:
TO MAKE MORE CARS at a time when mod
makers must perforce curtail and to navi
them ready for our dealers and customers whe
the demand will be heaviest
NO ONE COULD HAVE FORESEEN thl
condition that had arisen. The best authoritiej
on world affairs did not anticipate the wax
At the time when we said "this is the berf
value it will ever be possible for us to give,
we had in mind of course the normal condl
tions that then existed. Those condition!
changed over night. .
WHY A FEW MONTHS AGO, if a manufacf
turer wanted a few thousand tons of steel, of
special kind, he had to go to the mills, sa
please and wait his turn.
THEN THE WAR The doubt; the uncertain!
ty stagnation for a time.
THEN IF IT BECAME KNOWN there wa
an order for steel in sight we found, figurativelj
speaking, representatives of twenty steel mill
camping on the steps of a morning, waiting t
say please to the purchasing agent.
REO MOTOR CAR COMPAI
Northwest Distributers NORTHWE
Broadway at Couch St. Main