The Sunday Oregonian., January 21, 1917, SECTION SIX, Page 13, Image 81

THE SUXDAY OltEGONTAN, - PORTIiATTD, JANUARY 21, . 1917.
13
M ' - sixes
v
SIXES
NEW
SMALL
SIX
SHOWN
5 and 2 Passenger,
120-inch Wheel Base,
40-H. P. Motor,
50-inch Cantilever
Springs.
Equipment includes
Power Tire Pump.
$1150
Factory.
j fw-- ,s rr
H AM THE 5T AIR
LARGE
SIX
DE LUXE
7-Passenger, 127-inch
Wheel Base, 54-inch
Cantilever Springs.
$1460
Factory
Also shown in 3-pass.
and Sedan Models. .
SERVICE
I am the Mitchell Light Six and I have just arrived in Portland to play the leading role at the Auto Show next week. This place I
have won through years of effort to give the average man a high-class production at a price within his means. My make-up will be
received with the enthusiasm that always attends the exceptional. My lines will bring delight to the girls, young and old. My
parts will meet the approval of the critic, they are neither melodramatic nor heavy, but make strong appeal through simplicity
and strength. After the show I solicit with you a private performance, at which time I shall demonstrate that my action in all
respects is superior to my promise.
AT THE ENTRANCE OF THE SHOW
Mitchell-Lewis & Staver Co., E. Morrison and E. First
SERVICE
SHOWS BIG FACTOR
Buick Bulletin Says People Go
to Learn About Autos.
BUYERS UNDERSTAND CARS
chase of a home. These buyers desire
to know the why and wherefore of
their purchases. They want to know
wherein one car excels the others me
chanically, whether it will prove dura
ble and economical in service, and
whether it is so built that the ravages
of time and use will make the -least
possible inroads upon its value,
louns Men Know Cam.
"A little reflection will make clear
to anyone that there is a big difference
between the motor car buyers of today
and those of a few years ago. For one
thing, thousands of the men, particu
larly youns men, who are buying mo
tor cars today" were little more than
boys when the industry started, and
all these years they have had youth's
curiosity concerning mechanical things.
All along they have been acquiring in
formation and knowledgo concerning
the principles of motor car design and
construction, with the result that they
enter the buying class infinitely better
equipped, from the standpoint of
knowledge, than were their fathers be
fore them. They know how to ask
questions intelligently and which things
are important and which are not. They
can distinguish between good features
in motor car construction and features
that are not so good or which are no
good at all.
"Again a large proportion of those
who buy motor cars nowadays have
already - had an owner's experience.
They have used other cars, sometimes
several others, and thus have acquired
J a broad- general knowledge of the prin
ciples upon which all cars are constructed."
AUTO BtnTKRS DISCRIMINATE
Studebaker Manager Says Knowl
edgo of Cars Is General.
"When the possibilities of the auto
mobile as a factor of modern trans
portation began to be known there
were thousands of men all over the
country who saw millions In it, and
without capital or business resources
they commenced to manufacture auto
mobiles with as little fundamental
knowledge as they possessed capital,"
says Lk A. Keller, Northwest manager
of the Studebaker Corporation.
"Those were the days when auto-
Majority ol Sales Are Made to Per
bona to Whom Purchase Is Au
Event, and Who Insist on
Value lor Money.
"The annual automobile shows that
re held each Winter and Spring in
practically all of the larger cities of
the country are becoming an increas
ingly Important factor in motor car
merchandising," says the Buick. Bulle
tin. "This is true for two principal rea
sons: first, because the ' Bhows are
mobile knowledge was not very gener
al. There was an insistent demand for
cars, and selling almost any sort of
car was easy.
"Today the average man has a pretty
fair working knowledge about auto
mobiles and year by year he becomes
more critical as his knowledge grows
greater. You'll find the average man
nrfwwdays talking interestingly about
motor efficiency, transmission., differ
entials and other mechanical parts. It
is more a question of the biggest value
for his money now. and the manufac
turer who can produce a car that gives
the biggest value is sure to sell the
most cars. t
"It was not so many years ago when
the public figured automobile value on
the basis of price alone. They took
for (rranted that the hihr the r-rloe
the better must be the value. Those
were the days before quantity produc
tion came into vogue, and with it the
introduction of increased efficiency"
methods In the making and distribution
of cars," t-
Auto Show .Closes In Beauty . Race.
NEW YORK. Jan. 20. Blueprints and
greasy gears were no more popular at
the 17th annual New York automobile
show recently closed at Grand Central
Palace than recipes and cooking uten
sils would be on the table at a "swell-
banquet. The race for popularity
among the various cars exhibited soon
narrowed itself down to a contest of
"good looks" and the attendant attri
butes thnt To mke the ffum-totnled
thing called beauty in motor cars. Tak-
ing their cue from what the auto show
barometer registered, manufacturers '
expect the coming motor season to be :
one of a Nation-wide favoritism for
style and luxury. The manufacturer
whose only claim is that of utility will
find an unresponsive audience in the
United States of America this year, ac
cording to these prophets.
Two Auto Men Promoted.
Henry Lansdale, of Detroit, to be
manager of the carriage sales depart-1
ment. and Frank C. Kip, of Ies Moines.
Ia., to be manager of a new department,
of carriage sales promotion are two ..
appointments announced by C. K. Nor- ....
ton. general sales manager of tho Pack- - "
ard Motor Pur Company. ";
COW DKLIBKR TEtY COMMIT
TED SilirillK" IS MOTOR
IST'S DEPESSE,
On the plea that the. cow his
machine struck "deliberately com
mitted suicide," a defendant in an
Ontario court sought to bo re
lieved of paying $60 damages
brought by the owner of the pur
veyor of lacteal fluid. The de
fendant averred a little boy struck
the cow with a stick as he was
approaching and thus caused the
cow to plunge, head on. into the
car. Inasmuch as the said boy
could not be produced, and also
that it is common knowledge that
cattle grazing along the public
highway are liable to step in
front of passing vehicles, the
Judge dismissed the case.
highly educational, and second, because
the motoring public has acquired
knowledge of motor cars which makes
possible an intelligent appreciation of
the chows. It used to be that the ma
Jority of those who attended the shows
were drawn there by a desire to see
the various makes of cars. Nowadays
the greater part of those who visit the
chows do so to learn aooui me auto
mobiles exhibited.
Purcbane of Car Is Event.
"The vast bulk of motor cars axe
old to those men and women to whom
a purchase of such dimensions is 'more
or less of an event. There are many,
of course, who can pay over their thou
sand or their ten thousand for a mo
tor car without giving much thought
to the question whether they are get
ting their money's worth fully. To
that class of buyers the automobile
Knows are meaningless. They do not
know, or care, particularly, whether
the cars they buy are as good mechan
ically as they should be. They go al
most altogether on appearance and on
those purely external things which
make for style.
"To the vast majority, however, an
automobile purchase is a very serious
matter almost as serious as the pur-
Bailey's Tire Shop
Vulcanizing and Retread
ing Tires and Tubes
ALL WORK GUARANTEED
Service Station for Firestone
and Goodyear Tires and Tubes
441 Stark St
Pkene Mala 233A
Re. Phone. Col. 740.
(9 t cr h t
In tko new ScxippBootli trikt-cnjlin J er, out
passenger model, we Lave, lot the first time,
the admitted advantages oi multi-cylinders
merged witk Scripps-BootL lightness and
lnumruj giving a --""' daxj's run
minimum fatigue, mnlwiw mileage oa
fuel
la tka Scxrope-Doota dAni. ens has la
not oolu the loxuru ol rkling and etiieiu prtda ol
uwuenklp oi the amlapl-cuund cat, hat the ease
ef driving and ecoaonra oi fml aad tin, which
light waight oalu can glvm. This Includes ala
.kilihj ha soit roads whate hemu, cats odta,
ScrippsSBoo$i
This high jpead, atghc-calhiclac snotac la the most
compact oi lis hjpe. Its mo-ring parte are light. It
rnns with tka miahmua ol vihraooa. It achieves the
oi flaxihiliro.
Thus we Lave e&ciencu ia the highest degree; and
with It an economy that enables the average oaex te
travel 18 to 20 miles to the gallon oi gasoline.
BRALY AUTO COMPANY'
1HH AND WASHINGTON
Mala 4SSO, A 3881.
MmM
I 1 mill r 1 1 - f f Mil av 1 1 I 1 I 1 I II U
m a i ii- -bv
I I 4 ..
V E- 6 CYLINDER 4-T ASSENCEX g
4-CYUNDER 3-PASSENGEX
s. ROADSTER
4-CYUNDEX 3-FASSENGZX
COUFE $1430
UVJ IE2 1
fye Standard Oil for Motor Cars i
f flows Freely at Zero
That's why it's called ZERO-LENE. It feeds and splashes properly even at zero
temperature it's a zero cold test oil.
2EROLENE eliminates the hard cranking, draining; of the battery and lack of
lubrication while warming up that is caused by using an oil that congeals in cold
weather.
Drain yonr crank-case, fill with ZEROLENE, and then note the easier starting and
quicker acceleration that you obtain.
It's because ZEROLENE is correctly refined from California asphalt-base crude
a real zero cold test oil. i
At Dealers Everywhere and At Our -Service
Stations
Standard Oil Company
(California) -
muni
PORD OWNERS: Doe your H congeal between the clutch plates, making your
w niOlUl uucxuuj ueuu iu vi exiiBWy em lav t-auaui j vua, vm w viccp
as if high gear was partially engaged? Fill up with ZEROLENE LIGHT and you can
absolutely remedy this.
m
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