Life — August 17, 1911 — page 29: what you’re looking at

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

a Saarbac'y ens, Par Live, 1H “33°? Touring Car,—$1600 Complete A large, handsome car, which accommodates five passengers without crowding. 1s furnished with Bosch magneto and storage battery, genuine mohair top, gla wind shield, 34 x 4 Inch tires on Demountable Rims, extra rim and tire iron: Insid control, full lamp equipment with Prest-O-Lite tank, big, beautiful lamps enameled black. Why the Extraordinary Things Have The above is an illustration of the HUDSON "33" 1912 Touring Car. There are three other models. This cut indicates as well as can be done by picture, the great beauty of the car, which for the past year has been the most talked about automobilein America. It is impossible to show by drawing or photograph, all the improvements that have been added to the 1912 models. The best way to understand why it isa greater value than was the 1911 car, is to know what was done to proditce that result. By telling you that. you can appreciate this new value more than would be possible either by illustration or by description. The Engineering Board of HUDSON Motor Car Com- rany is made up of the largest number of experts ever em- ployed by any one manufacturer. These men are special- ists in many different branches of automobile engineering. At the head of this staff of experts is Howard E. Coffin, the man responsible for the HUDSON “33.” Before this board of specialists is brought every sugges tion for the improvement and betterment of HUDSON cars. Each of these experts has won his way by the work he has one. Each man knows something which others don’t know. Each has done something which others have not done. Owners Have Helped Hundreds of owners gave detailed accounts of their ex- reriences with the "33." What they reported was tabulated, and eo when work was started, we had accurate informa- tion upon which to base our plans for the 1912 car, Each suggestion was thoroughly considered by the Board Engincers. Then Mr. Coffin instructeo these specialists todo what they could to make the 1912 cara greater value than was that of ro11. Each man was astigned to some par- ticular work. One was instructed to add to the beauty of the car. Another devoted his time to working out ideas that would add to the convenience the car would afford to pas- sengers. Went To Europe for Ideas One man went to Europe to get ideas. He visited the leading factories there and attended the great Paris and London Automobile Shows. He wanted to see how makers abroad were building their cars, He came back with a trunk: full of notes. A specialist on carburetion went into the laboratories of the largest carburetor manufacturer and with the experts there worked out an improved system, which has resulted in greater power and economy for the motor. So exhaustive were his tests that he called in the chemists and experts of the Standard Oif Company and had their assistance in determining what was needed. for obtaining an increased Robe and foot rails, cocoa floor mat. license number holders. Value Tire repair kit, etc. is ‘Tool bor on running board. ‘Tools, Even Greater this Year Been Done to Accomplish This Result—See What They Are efficiency from the ever decreasing quality of gaso No work could have been more complete than that w these men did. All Submitted To Experts the suggestions of each expert was submitted to the con- sideration of his associates In this way many additional ideas were brought out. No suggestion was accepted that did not meet with the unanimous approval of the Engincer- ing Board. If there was any doubt about the value of any feature, ix was tried out by actual tests on cars built ¢s- pecially for that purpose. Then the first 1912 car was built and all the ideas adopted were proven in a service ten times more severe than any individual would ever think of demanding of his car The result of all that careful. accurate planning and testing, under the inspiration of Howard E. Coffin, is the 1912 HUDSON "33." Yet There Was Little Change You might conclude from this that the car is totally different from that of last year. As a matter of fact, how- ever, there has been little change in the essentiak ‘of its design, Ina few places the simplicity of che original model has been made even more simple. A few more parts have been eliminated and a great deal has been accomplished in the way of smoother, quicter operation. |The ott "33" is famed as being as quiet as any car ever built. sound has been made even less noticeable. The equipment is of a much better grade. If you will ride in the two models you will observe the greater motor flexibility of the 1912 car. You can see an increased value in the quality of upholstering, in the higher grade painting, but you cannot so easily appreciate the improvements that have been made in the quality of materials, in the fineness of the metals and the character of the workmanship, Last year the HUDSON 33" established such a mark for its simplicity. power, sturdiness and general value that it won its way wherever buyers gave close attention to its details. 687 Sold in a Day The first day the HUDSON™ 33” was put on sale crders were taken by dealers throughout the country for 687 cars. All were bona-fide saler that were made without, in most cases, even a demonstration At the close of the season there were orders on hand for more than 2,000 in excess of the number we could build. Even before'a single 1912 model was shown dealers had deposits in hand from their customers who thus had assured themselves an early delivery of the latest model. See the Triangle on the Radiator This year All Makers Give Quality—Not All, Tho, Have Engineering Cleverness We believe ail makers are building the best cars they are able to build for the money. Competition guarantees that. But willingness to furnish good quality does not assure that that is being done. Skill. experience and an efficient organization is necessary. All engineers do not possess the same degree of cleverness—or experience. Capital will buy modern machinery. It will secure the best of materials, but it will not always get the best engineering brains, Design is the basis of all good value. Without that the car is only partly right. All experienced automobilists Know that. Everyone in the trade knows Howard E. Coffin to be the greatest designer of automobiles this country has ever produced. etyone in the business knows equally ag well that the organization which makes up the control of the HUDSON Motor Car Company has built all the cars Mr. Coffin has designed. ~ Each of these cars was a leader until Mr. Coffin made it less desirable by the pro- duction of a car more modern and of greater value. Millions of dollars have been put into HUDSON cars by experienced buyers, just because of their confidence in the designer, the engineers who are his assistants and the company and organization that is building the cars. These buyers have asked for no details. Expert as some of them are, they have not depended upon their own judgment so much as they have been influenced by their knowledge of the men who are responsible for the HUDSON “33.” Choose Your Car That Way If you accept that suggestion and chen look for a car of reputation, just remember that standards of values change and that consequendy the car you thought well of a few months ago, may now be selling at a lower price because the more modern HUDSON “33” has established a new era in motor car designing. Why You Should Not Delay You have your choice of many automobiles. The most desirable cars will be taken first.” Last year’s popularity indicates a heavy demand for this greater value of the 1912 model. , By taking a "33" mow you can use it all summer, fall and winter and still have an up-to-date c he spring. Many HUDSON dealers have booked orders for the 1912 model even before they knew its details. We advise immediate action if you are to get prompt delivery of the only ad- vanced car of the past three years, HUDSON MOTOR CAR COMPANY 7081 Jefferson Avenue, Detroit comicbooks.com