Life — March 28, 1912 — page 3: what you’re looking at

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

| Chalmers This_ monogram on the radiator stands fer all (Jos can ask in @ aiokor car Ten Reasons Why You Should Buy a Chalmers Car 1. Chalmers cars are made in our own shops. We build our own motors, transmissions, steering gears, control levers, axles, fenders, running boards and practically all other parts. We even have our own foundry. Our factory, is one of the most completely equipped in the industry. In the last 18 months we have invested more than half a million dollars in new machinery. 2. Chalmers engineering is right. Our cars are designed under the direction of our consulting engineer, George W. Dunham, a recog- nized authority among automobile engineers. His policy is to be progressive, but not radical; to be always in the lead, but never to use on Chalmers cars any construction that has not proved itself under severest tests. 3. Chalmers compressed air self-starter is the simplest, Gales most reliable. This great convenience—first introduced by us on a moderate priced car—does away with the annoyance and danger of cranking. It is depend- able. There is nothing complicated about it—just press a button on the dash and away goes your motor. 4. Chalmers four-forward-speed trans- mission gives utmost ease of control. With this great improvement you can always select the speed that will carry you along-—through any kind of going—in the fastest time and with the least strain on your motor. This transmission is now featured on all the best foreign and most of the high-priced American makes. 5. Chalmers long stroke motor gives you all the power you will ever need. This motor has great pulling power at low speeds. t “hangs on.” Te throttle: fon well and there is little danger of “stalling” it. It also has man other points of superiority—ball-bearing | cran shaft, cylinders en bloc, improved water jackets dual ignition, improved oiling system. It has also patented Chalmers piston rings to prevent smoking and loss of compression. 6. Chalmers cars are easy to handle. No car could be more fascinating to drive. Con- sider the convenience of these features: self-starter; four-forward-speed transmission; multiple. disc clutch; demountable rims; automatic tire inflater; | these and other an ideal car to carburetor dash adjustment. conveniences make the “Thirty-six drive. 7. Chalmers cars are safe cars. Note the four main factors of safety on a Chal- mers: the heavy pressed steel frame; the sturdy Second-growth hickory ‘wheels; the quick-acting powerful brakes; the forged steel steering connec- tions. These are things you can examine with your own eyes. Compare the Chalmers with other cars from the standpoint of safety. 8. Chalmers service department is con- stantly at your When you buy a Chalmers it is our aim to help Fer get satisfactory use and enjoymert of that car. ‘or that purpose we maintain a well organized Ser- vice Department. We have $750,000 invested in parts at our plant and among our dealers, for your con- venience in case of accident. Chalmers dealers make it their policy to help owners to get full satisfaction from their cars. 9. Chalmers cars are sold at a fair price —one price to all. Chalmers cars are not high-priced, Yet they have sold primarily on their quality rather than price. And we believe no other cars offer quite so much value for the same prices or lower. 10. The Chalmers guarantee is backed by a strong, sound company. We have over $5,000,000 invested i We have ample. financial resou: We buy material and equipment at cash pric We have built up a strong organization in all departments. We have the capital, the equipment, the organiza- tion to do business on a large scale—and do it right. More important still, we have the determination to see that our resources mean efficient service to the owners of Chalmers cars. this business. If you are going to buy a car this spring, we feel these Ten Reasons should convince y that it ought to be a Chalmers. Below a certain price it is ‘mpossible to get the quality you demand; above a certain price it is difficult to get enough additional quality to justify the higher price. But in a Chal- mers you get all you can ask in a motor car—at a medium price. We urge you to see the Chalmers cars at our dealers’ and place your order at once. “30,” $1500; “ Thirty-Six,” $1800; “Six,” $3250. Chalmers Motor Company. Detroit, Mich. comicbooks.com