THE SUXDAT OREGOMAX. PORTLAND, FEBRTTARY 11, 1917. AUTO DEALERS ACT TO DRAW T ISIS Portland Trade Association Names Nine Committees to Exploit Routes. YELLOWSTONE WAY FIRST Steps Taken to Induce 100,000 Mo lorlMd Expected to Cross Coun- Vielt Portland and Environs. try to "Let s get mighty busy and see to tt that Portland seta her just share of the automobile travel that will come to the Pacific Coast this year." Tbats about the way the Portland Automobile Trade Association wept on record at its weekly business and luncheon meeting at the Commercial Club Thursday. Already the association has nine live committees working unselfishly to guide as many tI the prospecyvo possible over the northern route from Mt. Paul through Oregon. As told in The Oregonlan last Sunday, the best road leading west from the Middle wales starts at St. Paul and traverses h rv-iirntax unii Montana and termi' at Snokane. where It branches off onto passable roads leading- to Port land either by The Dalles or Seattle. This roadway is known as the Yellow- none Trail alio as me lenuwowuc ttonal Park Highway. VellOTtoe Trail Hoostrd. To boost this route and give it pub liritv throughout the country, especial ly as It relates to Portland, will be he jwrticuUr mission of the Portland au tomobile dealers during the coming months. The American Automobile Asosdation estimates that 100,000 motor cars will tour the country to tne ran ama-Paclriu Exposition this Summer nd this prediction is given substantial backing by tie tart mat. so.uuu car owners from New York alone have sent word to California that they Intend to make the tour over some route or other. At the instance of H. J. Bante. chair man of the general publicity commit tee of the Portland Trade Association, who first suggested the specific cam Dai rn for travel via Portland, several committees have been appointed to handle the publicity work. II. It. Roberts, president of the Port land Automobile Trade Asociation, jvlll act as chairman of the committee dele gated to obtain advertising data and information on the Yellowstone Trail from St. Paul to the Montana state line. Manager Stevens, of the local Winton branch, will head the committee, the duty of which will be to obtain data on the highway from the Montana state line to Spokane, while H. J. Banta, wno formerly lived In Spokane, will carry the road through to that point. Portland Dealers to Help. Alt details connected with the routes from Spokane to the Oregon state line and relating to the Columbia Highway will be handled by a committee headed by Frank C. Rigs, the Packard agent. This committee will also co-operate with the civic and trade organizations In Portland in the exploitation of the northern route. Y S. Dulmage, local dealer in the Ilupmobile, Chandler and National, has been appointed chairman of a commit tee to give publicity to the road and traffic regulations in the Yellowstone and Glacier National Parks, which are touched by the highway Portland is backing. They will endeavor to explain fully how to get in and out of these parks and how best to derive the full est possiblo measure of pleasure out of the trip. Every dealer in Portland whose parent company publishes a house or gan, will be expected to keep those pamphlets alive with information on the Yellowstone route. 1L J. Banta will head the committee in charge of This department. The members of state societies In Portland will be asked to send detailed information on the route to their friends In the states where they for merly lived. This material will be supplied by a committee headed by H. E. Judge. ' Tab o Tourists Kept. C. H. Williams, Portland manager of the branch of the Goodyear Tire & Rubber Company, who was transferred recently from the branch at Fresno, will act as chairman of the committee that will keep in touch with the regis tration books in California which list the names and addresses of all who In tend to drive across the country to the 1'acliic Coast. When ail of the information required is obtained the various links in the chain will be placed together and a composite map that illustrates the route from St. Paul to Portland and San Francisco will be published and sent broadcast. This map will be accom panied by complete general informa tion on the route, so that every reader of the pamphlet will know how to get to Portland. "This programme is the biggest thing we have ever mapped out," declared President Roberts. "It will give us a chance to attract thousands of automo bile tourists to Oregon who would not have coma but for our efforts." Bosloeao Ctaln Femers. "Our plan is by no means a mercenary ne on the part of the automobile dealer, for the merchants, hotelkeepera and business men generally will receive more benefit from this travel than the automobile man." said Mr. Banta. "But t lis work we plan to accomplish will do this Oregon country a world of good and we are going to place our shoul ders to the wheel without any hope of immediate or personal return. "I don't want anyone to get the no lion that we are 'bucking' Seattle in this plan. We must co-operate in get ting the people in this Northwest and then divide the spoils between us. But we do not want the people of Spokane and Seattle to tell the tourists when they have reached those points that they cannot get to Portland and to rec ommend that they ship their machines .to California. All of us in the North west have a big job ahead. of us. be cause the trails and highways that lead over the several southerly routes have been advertised for a long time and they are already well In the minds of Easterners." Contracts aggregating S900.000 have been placed by the Canadian govern ment with. American automobile man ufacturers for motor trucks, ambu lances and light transport cars. The Chicago Speedway Association has decided to lay the planks on Its track with an opening of three-eighths i of an inch between each plank, so that j slipping due to oil may be lessened. ... ' The Louisville Automobile Dealers' Association will hold its annual show from February 1 to S, two weeks i earlier than in former years. Cotton plants will be used as decoration. Chicago City Council is considering an ordinance requiring all public auto- i mobiles licensed for the carrying of ; passengers within the ctty to be i equipped with taximeters. I ... The annual meeting of the Cyclecar Association of America will be held in Chicago at the time of the National Automobile Show. i cars. The remaining space will be de- ' voted to commercial vehicles, acces sories and motorcycles. f ... North Carolina derived I98.S40 reve nue from 14,877 automobiles last year. The number of automobiles in use in the state was 5759 more than in 1910, licenses for 1300 motorcycles were is sued last year. . . The wheel base of the average car listing at over 93000 has increased steadily for five years, jumping from. an average of 124 inches in 1910 to 133.2 for 1915. In this period there has only been one perceptible Increase, five inches, between 1911 and 1912. and since then it has steadily climbed up one inch a year. The five-inch jump was due to the six-cylinder movement, which in that year grew from practi cally sero to 4 4 per cent. WOMEN GET CREDIT Evolution of Motor Car Traced to Feminine Needs. COMFORTS ADDED FOR SEX! President of Willys-Overland Com pany Says Clioice of Make Jit' Purchase Often Lies With Wife, Mother or Sweetheart. BY JOHN N. WILLYS, Prosi'lent The Willys-Overland Company. Much of the rapid evolution of the motor car from a one-lunged contrap tion of pain and sorrow to a smooth running, luxurious vehicle can be at tributed directly to feminine influence. Woman has demanded and has been ac corded her 'place in motordom just as the has demanded and received practi cally everything else she wants. Motorcar manufacturers who fail to heed feminine requirements have not made the success they otherwise might have achieved. In many cases it is the final decision of a man's wife, sister or sweetheart that settles the question of the car he is going to buy. Conse quently it Is only natural that we should consider the needs of woman in the design and construction of our cars. From a womans standpoint a motor that requires laborious cranking by hand is a relic of barbarism. She. dis likes puttering around with gas tanks and matches in order to turn on the lights. And her aversion to the car that does not do away wtih these un pleasant tasks is more than a mere whim. An automobile without complete equipment is as inconvenient as a suit without buttons. In the new Overlands every essential and practical convenience known to the automobile world has been installed that will tend to add to the pleasure a woman can derive from a car. The electric starting and lighting system has reduced what formerly was manual labor to the simple pressure of a but ton. Upholstering has been deepened, springs lengthened and improved and the riding qualities enhanced in many ways to make her more comfortable. Rain vision windshields of the venti lating type protect her from the ele ments. Foot rests, robe rails and many other accessories and refinements have been installed in consideration of her interests. NON-SKID TIRE FAVORED I'SK OF UNITED STATES SPECIALS OX PROMINENT CARS CITED. Sales Maaaffer Pnlata Out Increasing Du as Kvideaee of laterest la Safety Mevcmeot. Automobile Notes PRODUCTION of motor cars in this country during 1914 is valued ap proximately at- 34S5.00O.00. ... An ordinance prohibiting dazzling headlights on automobiles In Baltimore is being considered by the City Council of that city. ' . if frayed wire ends come in contact with the magneto it will immediately lose its value as a spark-producing in strument. ... Two-thirds of the space at the forth coming Tacoma show, from February IS to :;, will be given over to pleasure When J. C. Weston, sales manager of the United States Tire Company, was asked what changes in the way of tire equipment the automobile manufac turers are making in their 1915 produc tion, he said: 'The most noticeable change in the tire equipment of the various auto mobile manufacturers is the use of anti-skid tires as factory equipment. It Is only in recent years that automobile manufacturers have commenced to equip their cars with anti-skid tires, but as a result of an earnest interest In the welfare of their patrons, many manufacturers now equip at the fac tories with anti-skid tires. "Among the prominent makes of automobiles which are supplied at the factories with United States 'Nobby tread' tires, or United States 'chain tread' tires, are the following: "Chalmers With 'Nobby tread' tires as standard exclusive rear wheel equip ment: Buick. 'chain tread" tires on rear wheels: Maxwell, 'chain tread' tires, standard equipment for rear wheels; Reo. 'Nobby tread' tires, exclusive rear wheel equipment; Mitchell, 'chain tread' tires, exclusive standard rear wheel equipment; Jackson, 'chain tread tires, standard equipment for rear wheels; Cadillac "Nobby tread' tires, standard equipment for rear wheels; Pierce Ar row, 'Nobby tread" tires on rear wheels without extra cost; White, 'Nobby tread' tires on' rear wheels without extra coat; Lexington. Howard, 'chain tread' tires, standard equipment for rear wheels; Dodge Bros., 'chain tread' tires, standard equipment for rear wheels: Regal, 'chain tread' tires, standard equipment for rear wheels; Marmon, "Nobby tread' tires on rear wheels without extra cost." Lebanon Starts on Building Era. LEBANON, Or., Feb. IS;. (Special.) Considerable building activity is ex pected in Lebanon, this Summer, with the erection of, five or six dwellings and soma improvements in tha busi ness center. The first residence is that o( f. A. Basils, owner of the Lebanon Creamery, who started work this week on a 33000 bungalow. News print paper baa been made by the Forest Service laboratory from 34 different woods, and a number compare favorably wits standard sprues pulp paper. i Help us to "down" the PADDED Price-list GREAT Industry" is" threatened : with Self-destruction i 1 More than 5000 Auto-Accessory Dealers, with some 25,000 Agents, Garages and Repair Shops, who retail Tires in U. S., are permit ting a Vicious and Out-of-Date Custom to under mine Public Confidence in their Business. This growing Want-of-Confidence is demon-' strated by the growing number of Cut-price "Spe cialists." as well as by the banding together of Consumers o buy Tires and other Auto-Accessories,' direct from the Makers, at Normal Price. In practically no other line of business must this latter kind of Competition be met by Retail Dealers, in America. The Merchant who sells Hats, Shoes or Clothes would, for instance, bitterly resent any Association undertaking arrangements to supply at supposedly Wholesale prices, the Merchandise he must make a Retail profit out of, or close up his store. But, that same Merchant will combine with others to de-price his neighbors, the Tire and Acces sory Retailers, of the profits they must make a living out of, or close up Shop. Why this difference in the ATTITUDE OF, THE PUBLIC toward the Tire and Auto-Accessory Retailer? Because of, the PADDED Price-List! He would not deal at a" Dept. StoTe,a Tailor", Hatter's or Shoe Store, which had several prices for the same article, requiring "haggling" to get value. So why should he leant to deal at the Store of a Tire-Retailer who requires the same sort of Lost Motion, Lost-Time, and Dissatisfaction? He doesn't. TsF 'OW this is to put "the TIRE RETAILER "right with the Public. The B. F. Goodrich Co.'s Rubber Factory, at Akron. O.. is the largest in the World, producing more than 90,000,000 lbs. of Rubber Goods yearly. Auto Tires are necessarily a large part of this. Tire Retailers Stores are the logical outlet for such large volume as Goodrich facilities produce. Without the Convenience and Facility which Tire Retailers' Stores afford the Public, increase in Tire Sales must be hampered, and made unsatisfac tory to both Manufacturer and Consumer. Therefore WE always have, and always WILL, ' tailers. do our heren Best to foster the best interests of Tire Re- T! kHE day has gone by when the Public can be successfully and continuously bamboozled. The averaee American hates, above all things, to have something "put over on him" when he isn't looking. He resents the enormous retail profits that Tire and Accessory Price-Lists have too generally been printed UP to seemingly show. , He dislikes to find out that while one dealer may have given him a 5 Discount off the Make of Tire he favors, another Dealer would have offered him 10 off, and that one of his Friends secured 12y270 off the self-same Tire and Makers' Price-List, elsewhere. He wonders what the bottom price would be, if he had. Time enough to go around the Dealers' Stores and haggle for it. He concludes that there MUST be "out-, rageous" retail profits charged ion Tires, when so many Dealers can so generally cut the List-Prices 5, 10, 12 and even 20, while still making profit enough to pay rent. So, he Shops around, from Dealer to Dealer, at great loss of Time to himself, and in creased selling Cost to the Dealer, ultimately perhaps lbtening to the Siren-Song of a Consumer Supply Dept. chiefly to protect himself against SUPPOSED EXTORTION. But, he does this neither willingly not maliciously. That is whv we now tell the Public that it is NOT the Tire Retailers who are chiefly responsible, or chiefly to blame, for the seemingly Extortionate profits quoted on Tires generally at "Price-List" figures. The Retailer is SUPPLIED with the printed Price-Lists, by each Manufacturer. The Public therefore assumes that these Price Lists are the Makers' bona-fi.de Valuation, to Con sumers, of the Tires they cover. The Public assumes that practically all reputa ble Tire Manufacturers base the Wholesale price of their Tires upon what it costs to make them, and then H1 Y "E knows that it is a great " conven ience to Autoists to find Auto Accessory Stores, Garages, and' Re pair Shops, all over the Country, from which he can secure the Tire ne wants, wnen ne wants it, without waiting, Telegraphing, or Long-distance Telephoning. He knows these Retail Dealers could not main " tain Stocks, for his immediate Use, without the pat ronage of Autoists. He knows that there is only a relatively limited demand for Tires, among the population of a Neigh borhood, and that if he, and his Neighbors who own Automobiles, do not patronize the local Tjre Dealers there would soon be no Tire Dealers in that Neighborhood to patronize. Therefore, he only buys from Sources antago nistic to the interests of the legitimate Dealer, when he feels compelled to do so, and because, he resents the APPARENTLY "Extortionate Charges" of the average Tire Retailer. ' Because,' a busy Man resents the need for Hag gling, Bargaining, and Shopping-around among differ ent Dealers, Garages, or Repair Concerns, in order to obtain the Tire he wants, at a FAIR price, and as low as his Friends have bought it. v Compare these Goodrich "Fair-List" prices, showing tremendous reductions with prices you have previously paid. For instance, old price on Goodrich 34x4, Smooth Tread, $24.35. Present "Fair List" price, $ 1 9.40. Ask your dealer for Users' Net Price List, showing prices all on sizes. SIZE I PLAIN SIZE I -TREAD TREAD 30x3 $9.00 30x3 $9.45 30x3 11.60 30x3 12.20 32x3 13.35 32x3 14.00 33x4 19.05 33x4 20.00 34x4 19.40 34x4 20.35 36x4 27.35. 36x454 28.70 37x5 32.30 37x5 33.90 38x554 43.80 38x5'i 46.00 GOO DRICH print "the" Retail price'at a FAIR profit on that, for the Retailer, at a figure for which the Tire will, in their judgment, render "Value Received" to. the Consumer. This conception covers what ought to exist but, too generally, does. not exist in the Tire Manu facturing field. e e e AV LARGE number of Tire Manufacturers purposely put Retail figures on their , Price-Lists that Retailers are not EX PECTED to obtain for the product there listed. These Padded Price-Lists are printed UP, so the Dealer can offer a LARGER Discount OFF "the List-Price" than lYthe Tires had been FAIRLY priced at the beginning. This is an attempt to trade on the "Bargain hunting" spirit, instead of on a VALUE basis. So many Tire Manufacturers adopted the PADDED Price-List System of selling Tires to Retailers (on the claim thct Retailers .could sell more Tires by offering large DISCOUNTS o.T Price Lists) that practically all ofirr Price-Lists became infected, too. Responsible Tire Manufacturers insidiously "contracted the Habit" of pricing UP their Tires, so the Dealer would still have a profit after meeting the Discounts of the original "Discount Specialty" Manufacturers. Now the Tire Retailer, especially in large Cen tres, having established the CUSTOM of diicounting "Padded Price-Lists" thinks the Public expects it of him to discount other Tire Price-Lists cs well. He has thus placed himself in such a false position toward his customers that he cannot do justice to the best (non-discount) Tires end. because his Customers being supplied through other Sources than that of the Legitimate Dealer,' he finds, his Trade slipping away from him. This condition PROMPTS us to RISK a Bold Move, in a determined attempt to check the Suicidal Tendency referred to. Here's our Move. THE Price-Lists of 15 nationally known Tire Manufacturers lie before us, as we write (Jan. 1st. 1915). On 34 x 4 Plain-Tread Tires, these Price Lists are printed to 6how prices (to Consumers) of $24.35, up to more than $32.00, with 10 in termediate prices. The Retail Profits (over Net-Cost-To-Dealer), oh these IS Makes of Plain Treads, range from 30 up to more than 55. up to $11.00 per Tire in some cases. Of course neither ivianuiacturcr nor. Dealer expects to receive these "top-notch" figures and "Padded -Price-List" profits, from Consumers generally. But, they do expect, by offering big, and maybe progressively -increased, Discounts off Padded Price-Lists, to receive a larger profit than if the same Tire was FAIRLY priced at the beginning. , .Whether that "Game" succeeds or not will, in future, depend upon YOU, Mr. Tire-User. Because, The B. F. Goodrich Co. will not haiv. any-. thing to do with the CUSTOM of padding Price Lists, and will now fight it to a finish. Their Tires will be dependably priced, by the Makers, at figures which will insure to Tire-Users the Maximum Mileage, per-what they cost Consumers. The margin of Profit to the Retailer, -nder he dependable GOODRICH Price-List,--will be FAIR, more than he averages now on Tires generally (under current Price-Cutting and Discounting conditions) but less, by far, than Padded Price-Lists make it possible for him to occasionally secure from Easy Buyers. , When, under these circumstances, a - con scientious and far-sighted- Dealer advises YOU, Mr. Auto-Owner, to buy GOODRICH Tires, you can reliably feel that he is a safe Man to do Business with, intends to give you the maximum Value for your Money, and rightfully expects you to come back again for more Tires and Accessories When you need them. By dealing with that kind of Dealer you help US to Put "down" the Padded Price-Lint impo sition on Tire Users. Will you thus help along your own Interests? THE B. F. GOODRICH CO. Akron, O. Portland Branch, Broadway and Burnside St. FAHRJLJSTED TIRES FUEL COST HALF CENT JEFFERY SIX MAKES RECORD " ECOXO.MT OF GASOLINE. Machine Show. Flexibility and Hill Climbing Power on Volant Test by Chicago Auto Club. An operating coat of less than, half a cent a mile for gasoline was the sur prising result of an official test made by the Chicago Automobile Club with a six-cylinder Jeffery. The car with its passengers weighed 4100 pounds. The fuel consumption, according- to Chairman F. E. Edwards and Harry A. Tarantous. of the technical committee of the club, was JS.7 miles to the gal lon of gasoline. "Such wonderful operating- economy has never before been attained with any, except cars much smaller in size," says Frank C. Biggs, local distributor. "Indeed, there are few small cars of less than one-half the weight that can consistently equal this record. Pre viously it has been tacitly assumed that such qualities as distinction, class, com fort and luxury, tho attributes of the more pretentious cars, were always as sociated with high initial cost and al most prohibitive operating expense. But here was such a car, costing only $1650. with the fuel economy of a min iature automobile.- "The test was made without the knowledge of the manufacturer of the car. Instead, it was conducted in the interest of the maker of the Strom berg carburetor, which was used in the demonstration. Besides fuel economy, the accelerating power, flexibility and hill climbing ability of the machine were also determined by the demon stration. "Good roads were chosen for the fuel test, 58 test gasoline being used, the fan kept running and the clutch being slipped only when traffic made It nec essary. The dash adjustment of the carburetor was disconnected through out the run. Only one gallon of gasoline was used, the automobile being kept running until all of the fuel was ex hausted. In the acceleration test the car was driven from a standing start to 30 miles an hour in 13 4-5 seconds. The flexibility of the machine was demonstrated by speeding It from 4 to 44 miles an hour on the high gear. Traffic conditions prevented greater speed than this. Up Hubbard's Hill the car progressed from a standing start at the bottom to 15 miles a hour at the top, on high gear. With a fying start this was increase to 18 mile an hour. "These phenomenal results were ob tained with the 1915 model of the Jef fery Chesterfield Six. in which was fol lowed the European practice, of using comparatively small, although, highly: efficient, long-stroke motor. The Jef fery six-cylinder motor has a three inch bore and a five-inch stroke. It 'is a French type, improved by the In genuity of American mechanics and de signers. Its wonderful economy and SPECIAL -CAR TO GO FROH PORTLAND TO VANDERBILT RACE AT SAN FRANCISCO. All who expect to leave Port land, next Saturday night on the special car bound for the Vander bilt cup races at Ban .Francisco should communicate their Inten tion to Edward Johnstone, of the Hughson Merton Company, who has charge of local arrangements. Mr. Johnstone is arranging to ' have a car made up for Portland racing enthusiasts. This will be hooked on to a similar car from Seattle and sent through to the exposition grounds over the Southern Pacific tracks. The ' train .will arrive at the exposi tion grounds Monday morning In time to see the great Vanderbilt race, which starts at 10 o'clock A. M. that same day. Returning, the tickots are good for an Indefinite period. Seats at the track side may be re served by mailing orders to the Panama-Pacific International Ex position Company, at San Francisco. power as shown by this test are a triumph for the Jeffery engineers. Silvertown cord tires were used In the demonstration, while the mileage was recorded by a Stewart speedometer." .NO SEQUEL GIVEN AUTO SHOW Pioneer Manufacturer Consider Both Attendance and Sales. "I have attended every automobile show held in New Torf and Chicago during the last 15 years and can state without reservation that the event which closed at the Armory recently was the most wonderful of them all. not only from the point of attendance, but from a sales standpoint as well," declared Elwood Haynes, pioneer auto manufacturer. "The increase over the attendance of former years is due entirely to the In terest of the public In the automobile, which now is regarded universally as a necessity Instead of a luxury. "The industry is built on a solid foundation. It Is here to stay and destined to grow in magnitude with each succeeding year. Progress is the keynote of tho Industry and this progress is due to the keen competition among the manufacturers. As a result. th3 intending automobile purchaser Is astonished at the unusually low prices asked for the remarkable values of fered. "I d not know how much the total business done at the show amounts to, but wc are more than plened Mli the share we have received. Hundred of dealers from Illinois. lows, Indiana. Michigan, Wisconsin. Kentucky and Missouri visited the Chicago event, re gardless of the fact that many local shows will bo held In the frlnclpet cities of esrh eiste." CITY PARK IS REJECTED Hood River Commercial Club Inaug urates Movement. HOOD RIVER, ur.. Fb. 13. tSf olal.) The Hood River Commercial Club is Interesting Itself In Hi Im provement of a city park. Ilsvlna com pleted a new municipal water system the source of which Is a large sprlna about seven miles from the city, the old spring and reservoir In Hie rlty limits are no lonaer In use. A Irart covered with pines, firs and msplen le available for park purpoees. A num ber of rltlsens have offered aid In beau tlfvlng the premises. V. C. Brock ws appointed bv 1ne club to confer with the City Council. Lebanon High Uuy Willi Anneal. LEBANON. Or.. Feb. 1 ff5pelal. The trfhanon High Kohool student body is buey at work on Its annual, which will conlt of about 110 pse of school history and activities stid pic tures of the officials, faculty sn school organization.