Life — February 1, 1912 — page 35: what you’re looking at

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

30-35 Horsepower Wheel Base— M2 inches ‘Wheele— 3¢inches Demountable Ri with 2, @and 5 Pas senger Bodies ‘Top and windshield not inctoded in windshield, gas tank and espe: rice. We eas jometer—ail { “ifth Reo the uip this car with mohair top, side curtains and sll p-cover, jor $100 extra. Self-starter, if wanted, $25 extra. The Car That Marks My Limit By R. E. Olds, Designer I have no quarrel with men who ask more for their cars—none with men who ask less; tens of thousands of cars—here’s the best I know. I claim for this car no great ine novation. The time is past for that. Thousands of good men, for two decades, have worked at perfecting cars, No man can ever go much further than the best these men have done. I believe that Reo the Fifth, in every feature, shows the utmost these men have accomplished. It repre- sents, in addition, the best I have learned through 25 years of continu. ous striving, So it comes, I’ believe, pretty close to finality. It shows what can be done by mod: em facilities, by boundless experi- ence, by honesty of purpose, by the genius for taking pains. And that is all that any car at any price can offer. The Lessons of 25 Years Where this car expels lies in what I have learned in 25 years of car building. I've been learning longer than others, I have learned faster than others, because I had more cars out. That's my chief advantage. What some think right, I know to be wrong. What some think suii- cient, I know to be reckless, R. M. Owen & Co. Myriads of cars used by myriads of ownsrs have taught me every possible weakness. They have shown the need for big margins of safety, for evict: ness, for careful inspection, for \1b- oratory tests, I Go to Extremes For every part I know the best steel alloy. To make sure that I get it, I analyze all my steel. I built a crushing machine of so tons’ capacity just to test my gears. My axles have twice the needed strength. My bearings are Timken Roller and Hyatt High Duty. My carburetor is doubly heated, and adapted to low-grade gasoline. That makes the commonest troubles impossible. I carry tests and inspections, throughout the construction, to what men call extremes. Those 25 years taught me the need for precautions. ‘They also have taught me that men love beautiful cars. My bodies are finished with 17 coats. My lamps are enameled—my engine nickel trimmed. The upholstering is deep, and of hair-filled genuine leather. The wheel base is long, the wheels are large, the General Sales Agents for car is overtired. I avoid all the petty economies. New Center Control The gear shifting is done by that center “cane handle.” It moves only three inches in each of four directions to change to every speed and reverse. There are no side levers, Both of the brakes, also the clutch, are op erated by the foot pedals. The doors are free from obstructions. The driver may sit—as he should sit—on the left hand side, close to the cars which he passes. With the old lever controls this was impossible, save in electric cars, Price, $1,055 the Only Sensation My greatest. achievement, in my estimation, is the price on this new car. No other car begins to compete with it. This is due to automatic machinery —to enormous production—to making all parts in one factory. It is due to building only one chassis in all this great plant, It is due to small sell- ing cost, and to a very small profit. But this price is not fixed. This Canadian Factory, St. Catharines, Ontario I have only to say that, after 25 years—after creating 24 models and building I call it My Farewell Car. initial price of $1,055 is the minimum. It is based on to-day’s low cost for materials, It is figured on a doubled output, due to this new creation. If costs advance our price must ad- vance. But we shall keep it this low just as long as is possible, That is better, we think, than fixing the price for six months in advance, and leav- ing big margin to do it. My Supreme Effort Reo the Fifth marks my limit, Better materials are impossible, better workmanship out of the question. Better features or devices, if they exist, are still unknown to me. More care or skill or quality is be- yond my capability. At twice the price I could build no better car. If others can, they are better men than I, Ask for Catalog Ask for our catalog, showing the various bodies and stating all the facts. We will tell you then where to see the car. Reo the Fifth, my finest creation, will interest every motor car lover. Ask for the book to-day. Address Reo Motor Car Co., Lansing, Mich.