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About The Evening herald. (Klamath Falls, Or.) 1906-1942 | View Entire Issue (Jan. 26, 1924)
Twc i jrr f:i a- J .; 'irt VSr ------ 4 iii WS 1 r s j, THE EVENING HERALD, KLAMATH FALLS, OREGON HM I IIIIAV, .1 WI AIIV ail, ' IIIUI I fe xsL MS Ml vitas' u m mm ism, aL ML. m wi&m&s aim rmmiWJ vw; c.uiii vw it. j - 'syzrrj -.v iwk.'ij .Ji',-:i-rj.,rv!..i.,vt Just so you 'will fix the fact in your own mind for future reference and guidance; so you will, in the future, value Rickenbacker's advice at its true' worth, and heed our timely :' warnings; '' . ' ,l : so you will, in short, come to realize that Ricken backer engineering is as sound as it is progressive; and finally, so you will, know that in selecting a Rickenbacker you are always getting- a car that is ' at least a year in advance of the rank and file of cars in engineering improvements, in body styles, finish and appointments; to the end that your annual depreciation, wiil be the minimum, and resale value of your car tho maximum; We are constrained to remind you that just si months ago, (July 1st, to be exact), Rickenbacker proclaimed to the world that, within a year, 4 Wheel Brakes would be universal. Several makers openly took issue with us. Not only was every effort made to discredit our asser tion and discount the superiority of 4-WheeJ Brakes, but to prove that Rickenbacker was wrong both in pioneering this great improvement, and in taking such a definite stand on the subject. . We were certain, however, that future events would prove the accuracy of our assertion. . Wo knew we were right and feared not to go ahead. Only six months latei- January 5th to 12th the '- New York Automobile Show was a sensational vindication of the Rickenbacker policy! In almost every exhibit in that great show was an endorsement of Rickenbacker judgment frank recognition of Rickenbacker leadership. The evidence was so conclusive as to leave no room for doubt t-Wheel Brakes have conquered apa thetic prejudice and active opposition. Not only have they proven necessary, but actually . indispensable for safe driving in. present-day traffic conditions. Informed buyers now insist and will continue more than ever to insist that alt four wheels be equipped with first-class brakes. . Eventually this insistence will be for' fully enclosed, , internal expanding brakes, too. 33 over 50 makers exhibited cars in which. Wheel Brakes wore an outstanding feature'.!' This was in response to insistent demands of buyers . Q3 expressed through salesmen and dealers." The buyer, having once experienced the greater - safety and efficiency of this fundamental improve ment, said "I want thatl!' . And; when an American buyer demands, the maker has no option he must comply. Today, the buyer is repeating those words so often and so emphatically, every, maker must accede or pay the penalty. . .. ' "Has this car 4-Wheel Brakes?" That was the first question you. heard when you stopped at any exhibit in the Auto Show. And the next question generally was, "Are they internal expanding brakes mechanically operated?" But,, several other innovations and improvements that were emphasized by several makers as new in this show but which you saw in the first Ricken backer Six also indicated the impress of this product on the entire industry. 12 Cars now boast "vibrationless motors." And it is interesting to note the several expedients applied in efforts to emulate the results of Ricken backer's "Tandem Fly Wheel." 9 Cars emphasized "deeper frames" though none as yet, approaches the eight (8") inch dimensions of the Rickenbacker "Double Depth" frame. G Cars showed springs set nearer the ends of the rear axle nearer the point of contact between tire and road. This is one of the features of Ricken backer "Cradle'.' spring suspension. There are several other points, however, that are still to be found only in this car. 6 Cars have "Air Cleaners" -of one kind or another in emulation of Rickenbacker's provision for "protecting the hings of the motor." Fully 75 of all makers now feature steel disc wheels first announced as standard on the first Ricken backer Six. - . . . 5 Cars feature ball bearings in steering spindles all of these are much higher priced cars than Rickenbacker, by the way. 5 Cars show the commutator located above motor, away from, dirt, water and oil. This also you first saw in the Rickenbacker Six. And yet while "imitation is the sincerest form of flattery," and we heartily acknowledge the implied compliment . We cannot, but derive still more satisfaction from the fact that, while each of several have emulated Rickenbacker in one or two features, lion so far, has combined all those superiorities in one product as you find' them In the Ricken backer Sis. Of course, everyone lookad to this exhibit to sound the keynote for the new year, Nor was any disappointed. Rickenbacker ran tr-:, to form by setting a new standard of values with several refinements and the unprecedented equipment at the new price. When you had visited" this exhibit, the term "fully equipped" had acquired a new meaning. For Rickenbacker showed, for the first time in the world's history, standard, models at standard pricos, so completely equipped as to leave the new ownor "Nothing Else to B.uy." Rickenbacker models this year are 'equipped with all those safety devices and conveniences which the seasoned motorist considers essential, and for which, heretofore, you have paid extra. Not only tho customary, speedometer, nmmetor, voltmeter, pilot light, oif gauge and switch-lock on the instrument board- But also transmission lock,, Folberth wind-shield cleaner, combination vanity and smoking case, motor meter, motor motor wings, motor meter lock, shock absorbero and bumpers, both front and roar. The open models Sport Phaeton and Sport Roadster also have beveled plate-glacs wind wings. All models are equipped with drum tire-covora with lettered warning "4-Wheol Brakes," which is for the benefit of tho man behind, and which never fails to givo the Rickenbacker man right of way. This is Rickenbackar's interpretation of' tho torm "fully equipped." Here is established not only a new standard of values, but a new code of businoss ethics. For the first time, you saw an automobile in which tho customer's needs and dostrea wero considered paramount. This is another Rickenbacker departure from former rules that will revolutionize sales practico. "Nothing Else to Buy" is today the exclusive slogan of the Rickenbackor salosman--cven as "4-Wheel Brakes" was his clarion cry six months ago. Buyers . " no longer accept as "fully equipped" a car thai lacks any essential for ideal driving under any conditions of weather or traffic congestion. Having seen tho new Rickenbacker models; having yourself experienced tho wonderful performance ot the 4-Wheel Brakes, the luxury of a vibrationals motor, arid the thrill of handling this car; Having seen what constitutes "complete equipment" according to the new Rickenbacker standard) And when you consider that all this Is , included in tho new "dolivered" price, you will be at a loss to understand how it is possible to produce so much for so little money. We hope you will seo all tho others before you ceo tho Rickenbacker for only by direct comparison can you appreciate the amazing difference in quality, performance and value. Ky.?. She mm i- i.iin..' j nr m :; .', v"l mmm Sport Phaetony $1595 nr H, D. PETERSEN ' Former Buick Sales Building Sport Roadster, $1645 Klamath Falls, Oregon 7th and Klamath Coupe, $2035, Sedan, $2135 mm f. o.b. Detroit mW&.&mS.l 3 iSiM i