Life — January 7, 1909 — page 37: what you’re looking at

Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

A TALK ON ELECTRICS DO YOU DIFFERENTIATE? ARE YOU ONE OF THOSE WIIO SAY “Td rather have a gasoline car than an Electric?" If you avoid this error in the future, we } ‘ou. Don't be guilty of that break in— it exposes an ignorance of the functions of the two types of vehicles that is deplorable in a person otherwise well informed and one which we are sure you would rather not be guilty of. LET US PUT YOU RIGHT: Out of the fullness of an experience dating from the very infancy of the automobile; and with the of the impartiality of our position—since we are producers and distributors of gasoline cars of all : s of Electrics, in the world: we believe we can give you a more accurate understanding of the essential quali- ties of each type and of the uses for which each is most suit- able, We cannot afford to praise the one at the expense of the other. the larges' well THERE IS NO COMPETITION between electrics and gasoline cars. Do you get that? ‘They not rivals, They are not designed nor intended the one to perform the part ef the other. ‘They are allies—not enemies. Where the one is, there also should the other be—in every ga where there is a high priced gasoline touring car, there ought also to be an electric for city service—Studebaker preferred, of course, since we are consider- ing a high class equipment, NOT ALONE FOR MILADY'S USE. tho of course the electric is the only car should drive herself—the only one in which she can maintain her dignity and her beauty—protect her gown and safeguard her temper, But you, too, the bead of the house, need an electric for your business-hour’s calls. Tt is so much quicker—more mobile—more nimble—in congested city sections than the’ big touring car or roadster, and it saves more than its cost ina year by doing this work for which the gasoline car is so thoroughly unsuited. REMEMBER WE SELL EVERY TYPE of gasoline car—from the luxurious Studebaker 40 limousine through the entire line of seven and five passenger touring cars, including the E-M-F ” which has created such a sensation of late, If these would serve all purposes, would we also make electrics by the thousands—and_ in every type for every service—Victorias, Landaulettes, Stanhopes, Coupes, Runabouts and the rest? Certainly not. SO YOU MAK pare the a YOURSELF RIDICULOUS, you see. when you com- asoline with the electric as if they were rivals—just if you were to say you preferred a Tuy it, without specifying for what occas If you are interested — we wil for making this bull, because he has been led into the error by those he thought should know— manufacturers of Electrics—especially those who a ver; “new” to the business, The first impulse of the uninformed amateur designer is to produce a car which will do some spec- tacular, tho useless, stunt. Becau: oline cars seek reputa- tions for speeding and long distance touring—for which work they are iIntended—he needs must perform the same feats with the electric—hitch the family bay to the sulky and try conclu- sions with the thoroughbreds on the speedway. THE LAYMAN IS EXCUSABL IT IS FROM SUCH PEOPLE WE HEAR of 200-mile cross-country runs; 35 miles an hour and other performances perfectly easy to attain but entirely apart from the purpose of the electric pleasure vebicle—ju: is much as would be the use of a tallyho for social or business Is, BY SIMPLY SACRIFICI more desirable qualities, an electric car can be made to cover a mile faster than any other thing on wheels—just shoot the entire charge, in one bolt of lightning, through the motor and the speed will be limited only by the nerve of the driver. IF YOU WANT MILEAC ny rational requirements— for the uses intended to do is to possess a com- plete ignorance of the laws of electrical engineering—or, If s unfortunate as to possess, ignore them entire ke batteries with an eye single to “ miles-on-one-charge "—without regard to permanence of the battery plates, maintenance cost or any other consid You see it is slmple—Just as simple as to be a demagogue in any other line, facilities to do these ignorance and the inclination to person who makes or is an s selling something line car. STUDEBAKERS things—except the nece Gold Brick patron: Electric recommending it for such work Is that bis customer doesn't want—he needs a ga POSSESS ALL the rd of the world—Just as are And the reason is, they are designed for and not with a view to creating a sensa- nme engineer's whin—nor to furnish the SITABILITY FOR YOUR PURPOSE Is what you pay for. You bu Electric pleasure vehicle because nothing else will ticular purpose so well. When you buy a Studebaker Electric you get a car designed expressly for that purpose—nothing omitted that will attain the end, nothing in- corporated that belongs to another type of car. gladly send you a little pamphiet “The Studebaker Plan,” showing how to maintain an Electric at home and why It Is the cheapest type of car to own and drive, year in and year out. STUDEBAKER AUTOMOBILE COMPANY General Office: Cleveland, Ohio. DR/ NCHES: New York, Boston, Philadelphia, Chicago, Kansas City, Denver, Portland, Ore., San Francisco, Salt Lake, Seattle, Wash., Los Angeles. Agents — everywhere — 5000 of them. comicbooks.com