PORTLAND, SEPTE3IBER 12. 1915.
.I,-,, ; - ' , 7
nd.
ien Your Astonishment Has Somewhat Abated
w These Prices Were Made Possible
Prices
BUT PERHAPS THE MOST IMPORTANT factor in the reduc
tion of manufacturing cost and at the same time the making of a
better product, was to be found in Reo itself.
NEVER SINCE THE DAY REO WAS incorporated has there
been a single change in the personnel of the executive organiza
tion. JUST CONSIDER if you are a business man and you are or you
are not interested in the purchase of an automobile what that
means in economical production and in quality of a product.
THE SAME PRESIDENT presides who occupied the chair at the
first meeting of Reo.
THE SAME GENERAL MANAGER DIRECTS; the same engi
neer designs; the same expert handles the funds; the same pur
chasing agent buys; the same factory superintendent oversees;
and finally, the same men direct the sales, who have handled
these important departments since the first Reo was designed
and made' and sold.
ALL WE'VE LEARNED WE'VE KEPT right in the Reo organ-ization.
THIS IS MORE LIKE A FAMILY than a big business corpora-
Liuii. i-cmaps uiat is wny tney say Keo has a soul! Perhaps
that is why those who sell to and those who buy from us con
tinue vear after vear.
AND IN THE FACTORY do you know there are scores of men
in mc xco lactones toaay, working on these latest Reo models,
who worked on the very first Reo? Hundreds who have been
here six co ten years.
SO THERE AGAIN WE CAN SAY "All we've learned we've
kept. Every man has become a specialist is an expert at
his particular task.
CONTRAST THAT with the kaleidoscopic changes you've seen
m cms new industry cnanges so Irequent and so radical that
today you can find no one to back up the guarantee of the car
you bought yesterday.
COMPARE THAT REO POLICY with the vacillating policies
jt aumc you vc Known. mat Keo guarantee, that like the Reo
standard on which it is based, never changes, never knows expe
diency, never repudiates a promise1 made by any Reo representative.
AND IT'S A MATTER OF PRIDE with us to know that R
workmen are an exceptionally intelligent class of citizens. Com
pare the work such men must turn out with that of the illiterate,
unskilled types that populate most factories. -
WHY EVERY REO WORKMAN KNOWS that an error or
piece ot slip-shod, work will inevitably be brought back to him.
And it isn't fear that actuates him in doing the best he can, it's
pride the pride that comes only from long association with the
same house and the same product and makes the workman feel
a kind of proprietary interest.
WE WISH YOU COULD COME and visit us at the Reo factory.
wisn you couia talk with Keo workmen the rank and hie as
well as the directing heads. You'd know then the reasons for the
superior quality of Reos.
fF YOU COULD COME AND SEE if every prospective buyer
could visit all factories and compare methods instead of prices
and see the superior quality of materials and of workmanship
that goes into Reos well, we never would be able to make enough
Reo cars to eo 'round.
BUT TO RETURN TO OUR TEXT which was, how. prices of
tnese great cars could De reduced at the same time that quality
was improved.
REO DEALERS ARE RESPONSIBLE the credit is theirs for
the biggest item. For, but for the unprecedented action and the
hearty co-operation of hundreds of Reo Distributors we could
not have placed these cars in vour hands at thfRf Tvrirvs-
LIKE THE FACTORY ORGANIZATION the Reo Dealer Organ
ization nas Deen with us trom the first. Many of the principal
Reo dealers have sold Reos exclusively ever since the first Reo
was made. You will understand therefore, that the bond be
tween Distributors and factory is a very intimate and a very
rxiwerfnl one.
WE TAKE THEM INTO OUR CONFIDENCE to a greater de-
gree than is usual in this Dusmess. We have no secrets from them.
Michigan
THAT'S WHY REO DEALERS are so loyal they know they
do not guess, they know that in Reo cars they give their cus
tomers more value than they can find elsewhere.
WELL, THIS SEASON WE WERE CONFRONTED with a
problem price competition to an extent greater than ever before.
OUR DEALERS INSISTED that, even though, fortified with Reo
quality and prestige, still they could not wholly ignore price com-
petition. '
WE CONTENDED that price did not matter; tnat it fooled no
one or at most only a small percentage of buyers and they not
the most desirable. - "
WE SHOWED THEM that the cost of making Reos could not be
materially lessened without reducing the quality and that our
plan was to improve the quality wherever possible.
WHY, WE REO FOLK wouldn't want to be in business if we
couldn't feel we could make better cars this year than last; next
year than this !
WE SET OUR OWN STANDARDS and will always ignore those
of others at least when they trend downward !
BUT THEY PROTESTED that the average buyer saw only the
price tag. That while he saw the reduction in price he did not
notice the reduction in quality in value. So they wanted a
competitive price on Reos as well as Reo quality in the product.
THERE WAS ONLY ONE WAY it could be done that was if
the dealers would agree to handle Reo cars on a smaller margin
of profit than is the rule with other cars. We told them that if
they would agree to that, we could set a price on Reo cars that
would create a genuine sensation.
AND THEY AGREED ! It is an unprecedented action we believe.
And that the hundreds of Reo Distributors assented to the plan
was due to another unique condition namely, the extremely
low cost of selling and of giving service on Reo cars.
A CANVASS SHOWED this remarkable fact: That the average
cost of the dealer's guarantee on a Reo car the cost of keeping
it in perfect running order and its buyer thoroughly satisfied
was less than six dollars per car per year!
JUST COMPARE THAT with the cost of maintaining some makes
of cars.
WHY, ONE OF OUR DEALERS who handled two other lines
last season but who declares most emphatically, he will handle
Reos exclusively hereafter tells us that the average cost to him
per car on one of those lines was $60 and on the other $49
while Reo averaged in his case $4.75 per car per year!
AND THAT WASN'T ALL. -The factor that Reo Distributors
consider most important is the customer satisfied or the reverse.
. For you must know that though that dealer spent $60 to keep a
- certain car running he still could not keep, the man to whom he
had sold that car satisfied not even by taking it back and stand
ing the full loss himself.
HE COULD NOT REIMBURSE him in dollars for the delays,
the disappointments and the aggravations he had suffered from
that car. . . .
SO REOS WILL BE SOLD in the future on a lesser margin from
dealer to user (and factory margin has always been as close as
was safe) than any other automobile in the same class or of higher
price.
AND YOU AS A REO BUYER GET THE FULL BENEFIT.
AND YOU GET MORE THAN THAT. You get more than a
Reo at the sensational price.
YOU RECEIVE AN ASSURANCE', a guarantee that cannot be
over-estimated in the fact that Reo cars have proven so good
so absolutely dependable so economical in upkeep and opera
tion so wonderfully satisfying to their owners that those dealers
feel they can handle them on that small discount basis.
WE THINK WE HAVE PROVEN TO YOU how and why, and
therefore, that you do receive a higher percentage of value for
your money when you buy a Reo than is possible in most, or
perhaps any other automobile.
ORDER NO W Don't delay if you'd have your Reo when you'll
want it, for nothing can be more certain than this the shortage
of Reos in the coming months will be greater even than in the
past.
AND YOU KNOW that, never since the first Reo was made has it
been possible to make enough cars to supply all who wanted Reos.
my, Lansing,
iroadway and Couch Sts., Portland, Or.
' Improvements and .Refinements 'in
the New Reo Six $1250
WHEELBASE: Increased to 126". The advantages of
this change are greater than appear on the surface. For
wheelbase necessitating as it did, a re-designing of the
springs, and addition of more leaves, greatly enhances the
previous wonderful riding qualities of this car.
TIRES: Increased from 4" to 4" diameter.
BODY: : Is of the internationally popular "Sheerline" type.
Seven-passenger formerly five with auxiliary folding
seats. A real seven-passenger car; ample width and leg
room for all passengers. . "
FRONT SEATS: Divided. A feature heretofore found
only in cars listing at very high prices, and one that adds
greatly to the convenience and comfort of the occupants.
SWITCHES AND CARBURETOR CONTROL located
on steering post formerly on cowl board.
i COWL BOARD: Covered with metal instead of leather,
and greatly improved in appearance.
SPEEDOMETER ANEr AMMETER: Now located in
center of cowl board. Easily read by any passenger in
the car.
HOOD FASTENING AND FITTINGS: New design
pull out and up. Obviates scraping of knuckles and
swear words.
FENDERS AND RUNNING BOARD : New design, mod
ified "Crown" fenders. More beautiful and absolutely
rigid.
GASOLINE TANK: Located at rear. Result, greater
facility in filling no extra fitting or gooseneck required
just pour it in from a can. Also lends to superior riding
qualities as a result of transferring this 150 pounds of
weight from front to rear of chassis.
VACUUM TANK GASOLINE SUPPLY: The famous
Stewart vacuum tank that guarantees a full carburetor
SJJ; ?tePet hills. Gasoline gauge located beside filler.
TIRE CARRIER-MMPROVED: Supported by-chassis
only no body attachments and adapted to carrying
rims as well as tires. .
FRAME: Deeper and stiff er. Designed to carry the extra
passenger load and to minimize body vibration
SPRING SUSPENSION : Re-designed to accomodate long
wheelbase. Increased easy riding qualities as shown
above.
MOTOR: Re-designed in small but important details. By
re-designing front end we have been able to eliminate two
gears and at the same time all gear noises. Also refined
in other details, which you would not notice but which
will give greater satisfaction.
AND FINALLY, THE LOCKING DEVICE, a feature
that is made possible by the unique Reo'design, and which
we think others will find it difficult to copy. This enables
the driver to lock simultaneously, the starting device, the
transmission and the floor boards. Starting device is
made inoperative, at the same time that the transmission
gears are locked in neutral position. And to make assur
ance trebly sure, floor boards are locked down so it is
impossible to get at the parts. It would take a volume
to describe it but you will see and appreciate it at a
glance.
SPECIFICATIONS
Tho New Reo Six (Model P.: i-cn
lit! v.
nnMinut 12b inches.
Spring Front Semi-elliptic
38" x 2" with 8 leave. . Rear
Cantilever 504" x 2j" with
8 leaves.
Front Axle I-beam, drop forged
with Timlten roller bearing spin
dles. Rear Axle Full floating. Timken
roller bearingsat differential and
at wheels two universal joints
in propeller shaft torque taken
by separate torque arms gear
ratio 4 to 1.
Tiree 34" x 4H" front and rear.
Non-skid on rear. '
Motor Vertical, six-cylinder,
- cast in threes, modified L type
with integral head, with inlet
valve in head. Valve mechan
ically operated and protected. "
Exhaust valve seated directly
in the cylinder.'
Cylinder Dimensions 3A" x
Horsepower 45. '
Cooling System Water jackets
and tubular radiator, cellular
pattern.
Lubrication Automatic force
feed by plunger pump with re
turn system. . '
Carburetor Automatic,, heated
by hot air and hot water.
Ignition Combined generator
rid magneto driven through
timing gears with 100 ampese
' hour storage battery.
Starter Electric, separate unit,
connected to transmission.
Transmission Selective swing
ing type with single rod cen
ter control.
Clutch Multiple dry disc, faced
with asbestos, with positive and
instant release.
Brakes Two m -ar-u ..- h i
one internal, one external, 14"
diameter drums service brake'
interconnected with clutch
pedal.
Steering Gear and sector with
18" steering wheel.
Control Left-hand drive, center
control spark and throttle on
steering wheel with foot accele
rator. Positive thief proof
locking device.
Fenders Drawn sheet steel of
latest oval type shield be
tween running boards and body
. close fitting, quick detachable
under pan aluminum bound
linoleum covered running
boards.
Gasoline Capacity 18 gallons.
Tank in rear with Stewart Vac
uum System supply. Gasoline
gauge beside filler.
Body Seven-passenger touring
tar type with extra widefull "U"
doors front and rear. Genuine
hand-buffed bright enamel finish
leather upholstering. Deep cush
ions and backs.
Finish Body, Golden Olive
running gear. Black equip
ment nickel trimmed.
Equipment Fully electric light
ed throughout; improved 5 -bow
one man, mohair top with full
side curtains; mohair slip cover;
clear-vision.rain-vision, ventila
ting windshield; speedometer;
electric horn; extra rim with im
proved tire brackets: power tire
pump; jack; complete tool and
tire outfit; foot and robe rails.
Price $1250, -f. o. b. factory.
Lansing, Michigan.