Life — March 7, 1912 — page 5: what you’re looking at

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

It embodies the best I know. in motor car engineering. Not for $1,055 This car was not built to sell for $1,055. The price was unde- cided until the car was done. And I consider this price, in the long run, impossible. Our factory is immensely effi- cient—a model plant. It has everything known in labor-saving machinery. Its output is enormous. And we save nearly 20 per cent in our cost by confining our out- put to only one chassis. We can give more for the money than others. We want to and will we can’t long con- tinue this initial price on Reo the Fifth, T fear. Price Not Fixed So this price is not fixed. It is based on exceptionally low cost for materials, and on ideal con- ditions. Our contracts with dealers all provide for advance. So Reo the Fifth must not be judged by this altruistic price. 1 ask for comparison with the high- est-priced cars of equal power and size, R. M. Owen & Co. 30-35, Horsepower Wheel Base— 112 inches Wheele— 34 inches Demountable Rims Speed— 45 Miles per Hour Made with 2, 4and 5 Pas- senger Bodies Top and windshield not included in windshield, gas tank and speedometer—all for $100 extra. My 24th Model By R. E. Olds, Designer Reo the Fifth is the 24th model I have created in 25 years. It marks the limit, I think, My Ideal Car Reo the Fifth marks my ideal of a car. It is not my creation—it is my compilation of the best that all men have wrought out. It has big margins of safety. It has exceptional strength where cars often show weakness. For the best I have learned in these 25 years is the folly of tak- ing chances. Nickel and Vanadium steel of unusual size are used where the strains are greatest. More Roller Bearings are used than in any other car of its class. In fact, there are only three ball bearings in the whole car, and two are in the fan. Unusual Tests Inspection in this car is carried to extremes. The stecl we use is analyzed. The magneto is given a radical test. Only two makes that I know will stand it. The gears are tested in a crush- ing machine of 50 tons’ capacity. The carburetor is doubly heated, to deal with low-grade gasoline. All to know that this car, under General Sales Agents for It is My Farewell Car. any condition, will justify the faith that men have in me. A Luxurious Car I have also learned that one's pride in a car depends on appear- ance largely. So I give you that in overflowing measure. The wheels are large, the ton- neau is roomy, the car is over- tired. The body finish consists of 17 coats, The upholstering is deep. It is made of genuine leather, filled with genuine hair. The lamps are enameled. The engine is nickel trimmed. No car can be given more class, style or finish than you find in this Reo the Fifth. New Center Control No Side Levers In this car we bring out’ our new center control—our cane- handle control. All the gear shifting is done by a slight move of this handle in each of four directions. There are no side levers, so the doors in front are as clear as the tonneau doors. Both brakes are operated by Canadian Factory, St. Catharines, Ontario One Front Door Open to Show f Center Controt Selt-starter, if foot pedals. One pedal also op- crates the clutch. All is so easy, so convenient, that wives and daughters will ‘operate this car. This arrangement permits the left side drive, heretofore possible in electric cars only. The driver sits as he should sit, close to the cars which he passes, and on the up side of the road. You will find these new fea- tures in no other car. The Wanted Size Reo the Fifth, in size and pow- er, typifies the standard car. It is not too large or too small. The power is sufficient yet eco- nomical. The moderate weight saves tires. Nearly all motorists of wide ex- perience now favor cars of this size, weight and power. So in every respect I believe that Reo the Fifth marks the ut- most that I can accomplish Ask for the Book Our book shows the various bodies. It pictures and describes every detail. Ask us now to mail it, and we will tell you where to sce the car. Reo Motor Car Co., Lansing, Mich. Reo the Fifth We equip this car with mohair top, side curtains and slip-cove a, $20 extra.