MEDFORD MAIL TRIBUNE, MT5DFORD. OREGON1", STUvDAT. OCTOBER IS. 193B
PAGE SEVEN
t
BY PIERCE-ALLEN
Announcement of the 1937 Dodge
Jine regarding which more than the
usual crop of pre-season rumor has
circulated reveals an array of in
teresting features and a singularly
impressive combination of eye-filling
beauty and mechanical perfection.
The new models are now on dis
play In the showrooms of Pierce
Allen Motor Co., and L. O. Taylor,
owner and manager, has extended a
cordial Invitation to the public to
inspect the 1937 line. The Pierce'
Allen showrooms have been attract
ively decorated for this showing un
der personal supervision of Miss Dee
ficheffel, a member of the company's
staff.
Entirely New Bodies
The bodies of tho 1937 Dodge line
ere entirely new; they are of all
steel construction, including the
roofs which are Integral with the re
mainder of the bodies. Not overly
conspicuous yet sure to be apprect
ated In rainy weather are drip mold
lngs sweeping over door and window
openings.
Viewing the car ouscmble from the
front, one Is impressed with the
wind stream effect that has been
achieved. The "facial expression" or
head-on appearance Is beautified by a
grille in which a vertical section 1
symmetrically flanked by horizontal
chromium-plated bars. The fenders.
wider than formerly, are attractively
rounded, with high crowns and pro
nounced flares. Forward and rear
lines of the bodies have been given
new modern treatment, and doors
have been dimensioned with evident
regard for passenger comfort. The
interiors are so roomy as to provide
rest seats 48 Inches wide and front
seats 47 Inches in width thus giv
ing ample room for nt least six pas
sengers.
An exceptionally nne method of
trim and upholstering has been
worked out In the new Dodge bodies,
The seat cushions are of a luxurious
type, complemented by body con
toured back cushions. The back tops
of front ceata are upholstered in t
novel manner, with a sponge-rubber
padded safety roll which protects rear
seat passengers, especially children, in
cases where the car Is brought to an
abrupt stop. Rear floors are level
over tneir entire areas, a result
brought About by the adoption of
the Hypold rear drive with Its lower
propeller shaft. Tilted foot rests in
rear compartments, and front seats
capable of being adjusted for Indi
vidual comfort are among the details
tnat promote driving and riding ease.
Dome lights are no longer located in
the roofs, where the light strikes
the eyes of rear seat passengers, but
over the rear divided windows.
Safety Is Keynote
The Instrument panel of the new
Dodge models is remarkable for
safety features of its own. The In
struments speedometer, heat indica
te, ammeter dial, fuel and oil
gauges are placed directly In front
of the driver who In scanning them
does not have to turn his eyes out
of tho direction In which the car
travels. Switches, control knobs.
glove compartment aud ash tray han
dles, even the ignition key, are sunk
Into the surface of the instrument
panel with the result that the entire
layout presents an unbroken expanse
from which nothing protrudes, likely
to come Into painful contact with
the travelers In case of sudden stop
ping of the car. Inside and outside
door handles are curved Inward to
ward the doors, so that nothing can
catch them.
Bodies Insulated From Chussfs
In addition to insulating the bodies
themselves, a decidedly novel body
mounting method has been adopted
In the newest Dodge models. The lm
provement involves the use of chas
sis outriggers equipped with rubber
spools through which chassis and
body are prevented from being in
actual metal-to -metal contact. This
unique body mounting system pre
vents road noises from reaching the
body structlre and the occupants of
the car.
Full-Hydraulic Brakes
The brakes are of the genuine hy
draulic, type and of the construction
that has made them, for a number
of years, the feature of Dodge safe-
stopping tests and demonstrations.
Dodge brakes act on air-cooled brake
drums of special Iron having a high
friction co-efflcent and pronounced
heat-dissipating qualities.
Also worthy of note among Dodge
chassis details are: Patented float
ing power engine mountings; the
Dodge synchro - silent three - speed
transmission; a cowl recess In front
of clutch and brake pedals giving ex
tra toe room for the driver's feet;
license plate bracket, and lllumlna
tlon In the rear center of the body;
alr-coollng for the clutch mechanism
and a clutch throwout bearing with
sealed-ln lubrication; automatic en
gine choke for quick starting;
sonal carburetor adjustment; stream
lined steel wheels with provisions for
the easy attachment of tire chains,
air-cooling and full voltage control
for the current generator; an Inde
pendent parking brake operating on
the propeller shaft; arrangements for
the installation of an extra radio
speaker In the rear compartments of
sedans, and many others.
Economy Again Rates High
Dodge engineers are emphatic in
the statement that the operating
economy of the company's latest pro
duct is fully equal, perhaps superior,
to the economy which has distin
guished Dodge automobiles In the
past and has been the subject of con
siderable advertising and owner com
ment.
Gates Shows 1937 Lincoln-Zephyr
New 1937 Chrysler
Models Unveiled
By Lange Motor Co.
In all appointments and engineer
ing the new 1D37 Chrysler Royal
which was unveiled before a large
crowd. In front of Hunt's Craterlan
theater yesterday, bespeaks 1U qual
ity heritage.
H. P. Lange, of the Lange Motor
Car company, says: "To build and
offer this car In the low price field
Is one of the greatest value achieve
ments In Chrysler history."
The great .Chrysler Airflow in
beautiful new dress, for 1037, with
128 Inches of wheelbase, and styled
In harmony with the foreward
reaching lines of the Royal and Im
perial, was also placed on exhibition
yesterday at the Lange showroom.
The new radiator design manes tno
car seem even longer than before.
The hood lines, sweeping back from
the smart new headlights, create a
new look of sleekness. At the side
of the hood are new louvres
straight, narrow, distinctive adding
still further to the long, low grace
of the car. There are two body styles.
the tlx passenger sedan and the five
passenger coupe. The englrm delivers
130 h.p. Life guard tubes and auto
matic overdrive are standard equip
ment.
Mr. Lange says: "With all of the
famous Airflow features, such as
Chrysler's famous patented floating
power engine mountinga atiu runner
advanced and refined, tho 1937
Chrysler Airflow Is destined to ex
tend still further the most enthus
iastic ownership any fin car has
ever enjoyed." '
IL x W
,1, 1 '
ram
The "first anniversary" series of
Lincoln-Zephyr motor cars for 1937
went on display Saturday at Lincoln
dealerships throughout the Unttnd
States, The local display was In the
showrooms of O. E. Gates Auto Com
pany. The showrooms of this firm,
at Sixth and Riverside, will remain
open today for this Initial showing!,
according to O, E. "Pop" Gates.
Just one year old and a successful
year's record written since Its maiden
bow to the public last autumn, the
Lincoln-Zephyr, representative of the
Ford Motor company and' the Lincoln
Motor company In the mcdlvim -price
field, enters its second yoar with im
portant Improvements which are ex
pected to substantially widen lta ap
peal. There are four body types, In
cluding a new three -passenger coupe
Although basically, the 1937 Lincoln-Zephyr
Is the "car of the future '
announced a year ago, the first anni
versary models have substantially
smarter appearance and pleasing im
provements in Interior treatment
Also, as a result of the "road" ex
perience of some 16.000 enthusiastic
owners during the past year, a few
minor mechanical refinements have
been made. Most Important among
these are a newly -designed luggage
compartment 'reached through the
rear deck hatch and a new steering
system Intended to further facilitate
steering and parking.
The new cars continue to pioneer
the Ford-Lincoln conception of ad
vanced motor car engineering. They
retain the exclusive Lincoln-Zephyr
all-steel welded "bridge truss" design
with lta popular streamlines; the 110
horsepower V-13 engine and the su
perbly engineered running gear which
contributes so much to the car's un
usually comfortable riding qualities
and ease of handling.
Still the most completely stream
lined car built In production volume,
the changes for 1037 noticeably en
hance Its smart exterior appenrance
and the beauty of Its interior treat
ment.
The beautiful new frontal appear
ance la an example or how these re
finements have added to iht new em's
charm. The distinctive sharp nosed
radiator grille topped oy Its "flyln
wing" la ornamented with horlzonta
strips of bright chromium. Similar
strips border the hood louvres, a dociv
stripe is carried across tne length of
the car from stem to stern below the
belt line. AH these add much to the
air of motion which the body lines
present.
The smart new fittings and the
deep divan wata give the Interior ot
the new car tho appearance of a cozy
lounge. The deeply-cushioned seats
are, upholstered In new pleated design
either in prondclotn or corn, uoov
treatment Is In panel design with nar
row chromium strips bordering the
pleated pautrU,
Probably the most striking feature
of tho car tnterlor Is the instrument
panel design which includes a new
enclosed grille reaching nown to the
top of the transmission housing and
designed to screen Installation of a
car heater and radio. The grille gives
the front compartment a decidedly
shipshape appearance. Both the panel
and grille are finished in the hody
color. Garnish mouldings are In rare
wood grain.
The new steering system Is the mot
Important change made In the Lincoln-Zephyr
"chassis." The car, of
courso, has no chassis in the usual
sense of the term. The body Itself
forms the usual chassis frame. To
this tho running gear s attached
Transverse cantilever springs, which
are unusually soft, are mounted for
ward to the front and back of the
renr axle. The wheelbase is 122
inches, the sprlngbn.se 133 Inches
Brakes ore of the cnble -control led
fully-energized mechanical typo
which found much favor during the
past year with Lincoln -Zephyr own
ers. Pressed steel wheels are of artil
lery type, with 7.00x16 Inch tires.
OREGON GAS TAX
KlHiuath Injuries ratal
KLAMATH PALLS. Oct. 17. (AP)
Hugh Howard. 42. Klamath Falls
clerk, died here early today of In
juries RUlferecf Monday night in an
nutomoblle accident which killed
Clyde Bnrnca. 3a.
"Pay Loss and Park Easier" at Riv
erside Market. Open Sunday.
SALEM, Oct. 17. (AP) Receipt
today of the largest Individual check
for gasoline taxes recorded at the
secretary of state's office. 9303.43S
from one of the large oil companies,
brought the years total gasollna tax
collected to 8.010,034.
The Increase for the first nine
months over the same period a Jeer
ago was sl.163.403. the siato depart
ment reported. Gasoline consumed In
that time was lfl0.J00.680 gallons.
The month of September saw con
sumption of aa.06e.O4O gallons of
gasoline, or more than was consumed
during July. Tax collected for tr
month wss ll.103.4M.
Join
ETHELWYN B HOFFMANN'S
Hosiery Club.
Every 13th pair tree.
CAPTIVE BEAR KILLS
INN KEEPER HELPER
ELLSWORTH. Me., Oct. 17. fl) A
captive 350-pound bear mangled and
killed two men at an Inn neat here
today.
Tho animal wont berserk ai Ueorge
Langley, proprietor of the Inn, enter,
ed a cage to feed it, Langley'a helper
was killed aa he went to his em
ployer's rescue.
The New
7 Gteyslei?;
ARE
MERE
Lange Motto? Can Co.
38 North Riverside
v.4iiny,j(M)T!.wM.-
A FULL LINE
of the New (
1937
BPESUSS
will be on display
in our showroom
SOON
Skinner's Garage
BUI0K, P0NTIA0 SALES and SERVICE
1 1
El a I
DON'T FORGET Riverside Mkt. it 1 M , C'll"" llm" m" ii i i '
open all day today. I i 1 "-ssmsB
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MISSY
A Snarklinff New DODGE for Every Pocket book and Purpose!
BIGGER - MORE LUXURIOUS - MORE SMARTLY,
STYLED THAN EVER BEFORE AND IT
Costs Just a Few Dollars More than
the Lowest Priced Cars
Switch To Dodge
And Save Money
Showrooms
Open Today,
Come, See This
Amazing New
nortie 1011
Dost Car "Buys
WHAT'S THE
DIFFERENCE?
As your Dodge dealer, we'd like to
answer the questions with facts facts
that prove there IS a difference.
RIDE In The 1937
DODGE!
Enjoy yourself the pleasure of ACTU
ALLY DRIVING this amasing new car
. . Check, point-by-point, the many ad
vantages of uODGE!
Here Are A Few Dodge Features-
Kew Windstream Lines ... In
stantly Accepted as America's Most
Beautiful Automobile I
New, Greater Comfort in Dodge
Chair Height Seats Scientifically
Shaped I
Beautiful, Safe ALL STEEL Bodies
with "High Safety" Interiors!
Improved Transmission Gears
Shift Quickly Easily Silently I
Powered by Dodge's Famous "L"
Head Motor . . . Owners Report 18
. to 24 Miles to a Gallon of Gasoline
. . , Saves up to 20 on Oil I
World's Finest Hydraulic Brakes
. . . New Airplane-Type Hydraulle
Shock Absorbers . Balanced
Weight Distribution!
New, Quick Emergency Steering
Eliminates Wheel-Fight and Road
Shock!
SEE THE NEW DODGE NOW!
P
ierce-Allen Motor Co.
A . pj .
J 12 South Riverside
DODGE AND PLYMOUTH DISTRIBUTORS
L. C. TAYLOR, Managing Owner
Phone 100
New Driving Joy for Dodge Owners!
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