Image provided by: University of Oregon Libraries; Eugene, OR
About Daily capital journal. (Salem, Or.) 1903-1919 | View Entire Issue (Sept. 11, 1915)
THE DAILY CAPITAL JOURNAL, SALEM. OREGON, SATURDAY. SEPT. 11. 1915. IS F, W. Vogler of Northwest Auto Company Returns From Trip East There was recently printed in the daily press an interview with Mr. F. l, Vogler, president of tlio Northwest jtuto company, of Portland, who had just returned from an eastern trip. This interview was most optimistic in its tone as to business conditions throughout the cast and it expressed a firm belief that the west would share with the east in the increased prosper ity caused by abundant crops and the extraordinary demand for many of our products. Mr. Vogler was particularly impressed by the favorable attitude of eastern bankers toward the automobile busi ness which has now become one of the leading permanent industries of the country indeed, one of the great banks in New Tork City has been running a series of advertisements in the New York papers calling attention to the fact that the automobile has become a great public utility, making the pre diction that with good cro ps this fall, every expectation of the automobile manufacturer as to increased sales will be fulfilled and expressing the desire to see every farmer, merchant and pro fessional man in possession of a car, first, for his use in nts industry, and second, for his; pleasure. Mr. Vogler in commenting upon this. Bays: J "It has been humorously suggested that a large percentage of automobiles is sold to the farmer, who, while pre viously a good savings bank customer, now becomes a customer of the man who sells gasoline and makes repairs. The Teal truth is that the automobile has long since ceased to be merely an ex pensive luxury and is now an economic necessity as well to the farmer as to the department store or in any occupation where expedition or economy caii make its use valuable," "By means of the automobile the out lying country is being brought closer to the big cities and the values thus creat ed more than offset any ordinary ex pense which the owners of automobiles may incur either in the way of daily upkeep, depreciation or wear and tear. What is gathered from the ground and capitalized certainly reflects the gen eral prosperity of the entire commun ity, and money obtained from crops and tli rift even though it goes into automo biles, grophophones and pianolas really puts into circulation new wealth and th o country benefits in consequence." "The production of automobiles in 1914 amounting to 435,000 cars will compare with probably 525,000 cars in 1915, and the prosper of increase for 1916 over 1015, is even still larger. The anticipated reduction in profits per car will unquestionably be more than com pensated for by the increased volume of business." The Northwest Auto company of Portland, of which Jlr. A'ogler is the head, has contracted for 1,000 Reo cars for the coming year which is an in crease over the number Bold during the present year. Out of this 1,000 cars, or ders have already been taken for 500 cars even before the announcement of the new prices. It is certnin that or ders will eome thick and fast for the remainder of the allotment in Mr. Vog ler 's territory now that the new prices have been named. Mr. Vogler speaks enthusiastically of the new Reo and in every statement he is squarely backed by tho factory. In talking over the new models, Mr. Vogler guys: "The public who is acquainted with the rigid Heo standards of excellence in materials and manufacture, as well as the Heo integrity in selling, will be sur prised at the new Reo prices, which it must be universally conceded are the greatest values ever offered in auto mobiles. As a matter of fact it wasn't necessary, in order to sell Reos, either to make them any better or sell them any lower, but it was possible to do it. therefore it has been done. The great buying public wants a car at a popular price and Reo dealers the country over have agreed to sell Reo cars on a siuull er margin of profit than obtain with other cars. Therefore the factory has set a price that has caused a sensation in the selling of automobiles." The new Rous have not been reduced in weight on account of the reduction in cost. Reo cars are light cars, but the same high quality and the same amount of materials are put into the ears as formerly. Another reason for the lower cost of the Reo is the high degree of ef ficiency obtained by retaining the snmo manufacturing and executive personnel of the factory and the further fact that the Reo models have long since passed the experimental rtage. Mr. Voglei would be glad to increase his factory quota of Reos if it were possible to obtain them for the de mand for this remarkable car is so great that the buyer who secures one may consider himself indeed fortun ate. RIDES A WEEK IN A NON STOP MAXWELL AUTO Sensational Feat by TJ. S. Bergh, Ires no, Cal., Neswpaper Man Crowd at Finish Applauds "Wonder Car" and "Wonder Observer" Too. Vreaim. Pal.. Sens. 11. The' feat of H. I'. Bergh, a Fresno newspaper man, in niTinivini? almost continuously for a week, a seat as observer in a Max well "stunt" car, is put forward as a bold bid for a world's record and a prominent berth m history's hall ot fame. The car was the first of the new model shipped from Detroit to the man ufiwtiirnr'H renicsciitative in Fresno. In order to give the general public and the members of his selling organization ir,' adjoining territory a view of the car, the dealer dcterminea to put it on the road. To demonstrate the sturdy qual ity of the car, the hood was locked and sealed, and the run mude a non stop affair, under observation. The Fresno Herald assumed charge of the trial and assigned Mr. Bergh, a member of its Btaff, to sec to it that the motor should neither be stoppeu nor toucneu for repair or adjustment. Mr VWati fortifiea himself for the week by a good sleep and slid into his seat at the uppoiutcd moment Satur day at noon. For all day Sunday and until Monday night he asked for no relief. The Maxwell traveled continu ously. On Monday night he was reliev ed for a few hours by a newspaper friend, it being expressly stipulated that no supplies were to be installed during Bergh 's absence. Back on the job, Bergh stuck out for 21 hours more. Now and then he would catch a few momenis rest but invnri ol.lv a t nn would find him wide awake, reudy to check any installation of sup plies and keeping nn engie eye uu mc odometer. Most of his meals were eaten, with the crew, in the car and while traveling the roads of Tulare and Kings counties. On Wednesday Bergh 's employer of fered him relief from the remuinder of the trip but the observer's heart was in his work. "I'm feeling' fine," he' declared. "I'm having the ride of a lifetime, (live up this seat? Not on your life! I'm going to be the first man in the world to ride a week in an automobile." And so the run proceeded to its end. The car made repeated visits to Visa lia, l'orterville, Hanford and other neighboring cities. Day and night oyer rough roads and over smooth city pavements and country lanes, the Max well rliiW tireless and buoyant. Driv ers were changed every four hours but Bergh roue on ana on lulling m in the deep cushions. As the end of the week drew nearer, interest in the combined feat of the non-stop "Wonder Car" and the non sleep "Wonder Observer'.' steadily grew. To inform the. various newspa pers along tlie route, uergn secureu u portable typewriter on which he wrote bulletins of mileage and Bupply con sumption. A big cro.wd saw the end of the run and cheered'ear and Bergh to the echo. Unrirh innlr tho final rCadillffS. denot ing that the car had run 'over 2,000 miles, averaging better than 2(1 miles fA ha finllnn nf irnnnline. nnd went over to the Herald office to turn in his story. He then bathed, ate a square meal and went to bed, complaining 410 1 ulently that the mattress seemed a bit hard when compared to automobile up- M otorcycle and Bicycle epainng We repair all makes of machines, all work done by skilled repairmen, best work and the lowest prices. Give us a trial and you will be convinced. Agents for Excelsior and Dayton Motorcycles; Savage and Iver Johnson Bicycles A high grade bicycle for the same money you pay for cheaper grades. Morse & Ramsden E1&-. Am Here Are the New REO Models and the New REO Prices Look at the Cars, Consider the Values, and When Your Astonishment Has Somewhat Abated, Read Carefully the Explanations of How These Sensational Prices Were Made Possible SPECIFICATIONS New Reo the Fifth, $875 , Wheel Bate 115 inches. Springs-1 Front Semi-elliptic 38" x 2" with 7 leaves. Rear three-quarter elliptic. Lower section 443 8"x 2" with 7 leaves: upper section 22 13-16" x 2" with 7 leaves. Front Axle I-beam, drop forged, with Timken roller bearing spindles. Rear Axle Tubular semi floating, Timken roller bear ings at differential Hyatt High Duty roller bearings at wheels, pinion integral with stub shaft two uni versal joints in propeller shaft ' Tires 34" x 4" front and rear. Non-skid on rear. Motor Vertical, four-cylinder, cast in pairs, modified L type with integral head, with inlet valve in head. Valves mechanically oper ated and protected. Cylinder Dimensions ' W 4Ki" Horsepower 35, Cooling System Water iackets and tubular radia- tor, cellular pat tern. Lubrication Automatic force feed by plunger pump with return system. Carburetor Automatic, heated by hot air and hot water. Ignition Combined genera tor and magneto, driven through timing gears with 100 ampere hour storage battery. Starter Electric, separate' unit, six volt, connected to transmission. Transmission Selective swinging type with single . rod center control.- Clutch Multiple dry disc, faced with asbestos with positive instant release. Drakes Two on each rear wheel, one internal, one extern.!. 14" diameter drums service brake in terconnected with clutch pc-lnl. tirir,g Gear and sector with IU" steering wheel. Control Left-hand drive, enter control spnrk and throttle on steering v.h.-cl with foot accelerator. Positive Thief-proof lock irjt dr. ice. Fen.iera Drawn- sheet steel of latest oval type shield between running boards and body close fitting, quick detachable under pan aluminum bound, linoleum covered running boards. Gasoline Capacity 16 gal 4 Ions. Body Five - passenger streamline touring car type with extra wide full "U" doors, front and rear. Gen uine leather upholstering. Deep cushions and backs. Finish Body, Golden Olive, running gear, black; equip ment nickel trimmed. Equipment Fully electric . lighted throughout; im proved 5-bow, one-man mohair top with full side cirtnins; mohair slip cover; ciear-vi3ion, rain-vision, ventilating windshield; speedometer; electric hom; extra rim with improved tire brackets; pump; jack; complete tool and tire t 1 j u .:i Louuil, IUUI N1IU IVUC I Olio, Price $375, f. o, b. Lansing, SI. WE FEEL WE MUST EXPLAIN to our more intelli gent readers why and how it is possible to place such cars in your hands at such unheard of prices. FOR WITHOUT THAT EXPLANATION without reasons so logical they must satisfy you you could not accept these values as genuine. OF COURSE THE PRICEw ALONE would not aston ish might not even interest you. For mere price taken by itself, indicates nothing to the intelligent buyer. BESIDES YOU'VE BEEN SURFEITED with an nouncements of "big cars at little prices" this year more than ever before. . MOST MAKERS SEEM TO HAVE lost their heads in the fierce battle of price competition. As a result you've seen price reductions that we think must have indicated to your mind clearly one of two things either that the value wat not there last teoton or couldn't be thit. SO MERE PRICE EVEN THESE sensational new Reo prices would interest you only mildly if at all. BUT KNOWING AS YOU DO, REO standards of excellence in materials and manufacture; knowing as you do the Reo reputation for making only cars of sterling quality; knowing and estimating as you will, Keo integrity in selling as well as in making, you must marvel at these prices. FOR TAKEN WITH THE QUALITY of these two famous Reo models, these prices represent, we verily believe, the greatest values ever offered in an auto mobile. BOTH REO MODELS Reo the Fifth, "The Incom parable Four," and the Reo Six have long since passed the experimental stage. Both have been tried and proven and not by frctory testers, but by thousands and tens of thousands of owners, and in every land. IT WASN'T NECESSARY either to improve the quality or to reduce the price except that it is and always has been the Reo desire to give Reo buyers greater value than could be obtained elsewhere and just as much more as our greater experience and su perior facilities could give. BUT IT WAS POSSIBLE and that was sufficient. A COMBINATION OF FACTORS and conditions that are, we believe, unique with Reo, made these prices for these quality-cars possible. NO; PRICES. OF MATERIALS had nothing to do with it prices of no important materials are lower, while prices of many are higher now than a year ago. ONLY WlY (JfisT OF MATERIALS in a car can be . reduced this year is by reducing quality of materials using inferior or substitutes. YES; THERE IS ANOTHER WAY the simple expedient of reducing the amount of materials. In other words, reducing the weight of the car. FOR IT IS A FACT THAT YOU CAN reduce the cost of an automobile twenty-five percent by simply cut ting the weight down that much. Some do to the danger point we believe. REO CARS ARE LIGHT CARS but not light to the point of flimsiness. They are as light as may be with out sacrifice of safety or durability. SO THAT EXPEDIENT of cutting down the amount of materials that go into the car was not to be thought of, any more than was the other of using materials of inferior quality or substitution, IN THE MAKING OF REOS this year we are using not better because they are not to be had but the same quality of materials as formerly. So that isn't ' the reason for the lower price. COST OF MAKING, IS HOWEVER somewhat less thanks to the fact that in many ways we have been able to reach a still higher degree of efficiency, ONE BIG ITEM IN COST REDUCTION of these two models was the fact that both had passed the experimental stage. IT TAKES AT LEAST THREE YEARS to perfect any new automobile model. ANYWAY IT TAKES THAT LONG to get a car to the point of perfection where we are willing to offer it to Reo buyers and back it with the Reo guarantee. THE MOST IMPORTANT factor in the reduction 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 organization. THE SAME PRESIDENT presides who occupied the chair at the first meeting of the Reo. THE SAME GENERAL MANAGER directs; the same engineer designs; the same expert handles the funds; the same purchasing agent buys; the same factory superintendent oversees; and finally, the same men direct the sales, who have handled these impor tant departments since the first Reo was designed and made and sold, ALL WE'VE LEARNED WE'VE KEPT right in the Reo organization. AND IN THE FACTORY do you know there are scopes of men in the Reo factories today working on these latest Reo models who worked on the very first Reo? Hundreds who have been here six to 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. REO DEALERS ARE RESPONSIBLE -however, 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 your hands at these prices. LIKE THE FACTORY ORGANIZATION the Reo Dealer Organization has been with us from the first. Many of the principal Reo dealers have sold Reos exclusively ever since the first Reo was made. 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 competiton, WE CONTENDED that price did not matter, that it fooled no one or at most only a small percentage of buyers and they not the most desirable. WE SHOWED THEM thiit the cost of making Reos could not be nmteriully lessened without reducing the quality and our plan was to improve the quality wherever and whenever possible. WHY, WE REO FOLK wouldn't want to be in business if we couldn't feel we could make better curs this year than last; next year than thisl 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 if they would aRree to that we could set a price on Reo cars that would create a genuine sensation. AND THEY AGREEDI It is an uprecedented action we believe. And that the hundredsof Reo Distributors assented to the plun was due to another unique condi tion 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 wat less than six dollars per car per yearl . JUST COMPARE THAT with the cost of maintaining some makes of carsl WHY, ONE OF OUR DEALERS who handled two other lines last season but who says, most emphatic ally, he will handle Reos exclusively hereafter tells us thiit 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 yearl AND THAT WASN'T ALL. The factor that Reo Distributors consider most important is tlie 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 standing the full loss itself. HE COULD NOT REIMBURSE him in dollars for the delays, the disappointments and the aggravations he had suffered. SO REOS WILL BE SOLD In the future on a lesser margin from the dealer to user (and factory margin has always been as close as was safe) than any other automobile n the same class or of higher price. AND YOU AS A REO BUYER get the full benefit. 221S. High Street. Phone 1687 North High Street I holhtery. After 14 hours of unbroken lleep he roused, stc and took another 1 imp, after which lie said he was ready I to start another week of life on the JEFFERSON MH.L8 START UP. 1 After several months work by expert ! mechanics the Jefferson flouring mills started up Thursday. Thousands of dol ; lurs worth of the latest Improved nift- chincry has been added end this mill 1 is now one of the most up to date in the valley. Xo mill can turn out a better 1 flour than ours. The enterprising spirit 1 which caused the company to spend 1 large sum in order that their patrons ' could be given the very best in that line I should bo appreciated by our people. Hcview. i 17 ic for Male, a Journal Want Ad will tell iL Reo Motor Car Company, Lansing, Mich., U. S. A. NORTHWEST AUTO CO., Inc. Distributors for Oregon, Washington and Idaho Anderson & Son Great Western Garage SPECIFICATIONS The New Reo Six $1250 Wheel Base 126 inches. Springs Front Semi elliptic 38" x 2" with 8 leaves. Rear Cantilever 50! i" leaves. x 2 with 8 Front Axle I-beam drop forged with Timken roller bearing spindles. Rear Axle Full Moating, Timken roller bearings at , differential and at wheels two universal joints in propeller shaft. Tiree 34" x 4i" 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 mechanically oper ated and protected. Cylinder Dimension 3,V'x5je".. Horsepower 45. Cooling System Water jackets and tubular radia tor, cellular pattern. Water circulation by centrifugal pump direct to exhaust valves. 0 Lubrication Automatic force feed by plunger pump with return system. Carburetor Autonifltie, heuted by hot air and hot wntcr. Ignition Combined gener ator and magneto, driven through timing gems with 100 ampere hour storage battery. Starter Electric, separate unit, connected to trans mission. Transmission Selective swinging type with single rod, center control. Clutch Multiple dry disc, faced with asbestos, posi tive instant release. Brakes Two on each rear wheel, one internal, one externul, 14" diameter drums service bralce in terconnected with clutch pedal. Steering - Gear and sector with 18" steering wheel. Control Left-hand drive, center control spark and throttle on steering wheel witli foot accelerator. Positive - Thief-proof lock ing device. Fenders Drawn sheet steel of latest oval type shield between running boards and body - clone fitting, quick detachable under pan aluminum bound, linoleum covered running boards. Gasoline Capacity 18 gal lons. Tank in rear with Stewart Vacuum System supply. Body Seven-passenger touring car type with extra wide full "U" doors front and rear. Genuine No. 1 hand-buffed, enameled fin ished leather upholstering. Deep cushions and backs. Finlah -Body, Golden Olive running gear, black equipment nickel trimmed. Equipment Fully electric lighted throughout; im proved 5-bow, one-man mohair top with full side - curtains; mohair slip cover; clear-vision, rain-visinn, ventilating windshield; speedometer; electric horn; brackets; power tire pump; jack; complete tool and tire outfit; foot and robe rails. Price - $1250, f. o. b. Lansing, Mich, Salem, Oregon THE BLACKSMITH OF THE TWENTIETH CENTURY j Let us take you bark to your boyhood days and stand with you in the old-fash-1 ioued blacksmith shop, "under the spreading chestnut tree." The "village blacksmith," too, whs1 a forger, but iiwteud of using a steam hammer operated by an engine as strong as a locomotive, hia fashioning strokes were made with a hand hammer, j He had to guess tit tlio heat of his forge. Ho had to determine tho "treatment" by the eolor of the heated metal, or by ! some other trick of the trade of which , he was aupposcd to be ft master. Today, in the drop-frirgtng shops of 1 it- ij..,1Ai.i.1.p fiieinrii!. engineers Ilia niuurnv, n know to ft degree, by electrical apparat us, just exactly how hot the rteel is be fore it is ready for the hammer. They know, exactly, to nn o-irre, il? pres sure that ft hummer weighing tons will exert upon the surface of piece of .(! T I. t.rn.iletermined. It is figur ed out. There is no guess work no "trick of the trade." i lie g'"i iurg.-n in the Htudebuker fnetorics are operat ed with scientific accuracy, yet the principle Is exactly the same as that of the old blacksmith shop with the guess work left out. I There were two things that the blnr k smith of old did when on lis nnvil he hammered his horseshoe, or hammered his file Into a knife blade. He not only , shaped the piece, but he nlso "temper-1 ed" it. Hy tempering it be fixed thej grain of tlie ateel; but ho luul, unfr tunntcly, no way of accurately know-, lug just what condition the grain wss In after he fixed it. Ho some of tfs , file-made butcher knives or carving sett were good enough to make lum famous; others were so hard that they would chip off when they struck tur key bone, or so soft that they would turn when they hit the edge of the I platter, . k . But today the Studebnker scientist knows in advance exactly what results e. certuiu heat treatment or 11 certain pressure will give, There Is absolutely no guess work iu tho drop-forged parts' that enter into ft Htudebuker car. Drop-forgo work reipiires, first, great 1 resources to establish the plant, and see-1 ond, force of the most expert steel 1 workers to operate it. We believe that Htudebuker ' drop forge exiertB are among the best In the I manufacturing biiHincH. They have spent years in the Htinleluiker plnnts. : A photographer tout years ngo took a picture of a certain ariip-fiirgo machine and ft few weelis ngo was asked to take a similar picture for this book. Ho was surprised to find lit one of the niiicliines selected for ft picture nn operator whom he had photographed iu the Htndi'liaker plant four years ago. "That's noth ing!" the plant superintendent tuld , him; ''many of our men have been here lunger than that. You see, Htudebaker men stick." , I h'niir villus people, living In the Hull ('reek and lluel iit'iu.liliirluods, stole iiMiiy to Vancouver, Washington, lust Thursday, Hepteinber mid ft double wedding was the result. 'I'll u first inti mation their friemls In I'ulli county luul of the affair was when the I'liitluad papers the next day printed tho list of nun riiii' licenses issued at Vancouver the day before. The parties to this lit tle rouiiiiice were I'etur (J. Kittlcsuu mid Miss Anna . Hchulsnn, and Joseph Hay Kiilgeuay niid Miss .Shim K. Kit t k-min. As the iiniiies would indicate, two of this weililing party 1110 brother und sister, Thry 11 10 sou uinl ilut;litor of Mr. and .Mis. Die Kittlcsuu, residing a !h lop of Kutlcr hill. I'cter's briilu, II111 former Miss Hcliulsiin, is ft daughter of llciiry HcIiiiIhiiii, one of the prosper mis Halt Creek farmers, whilo Norn's IiimIpiiihI is 11 sun of ,1. W. Ifiilgewuy of Jliicll.- Callus temier. .'iswrj ilfs