Life — April 4, 1912 — page 51: what you’re looking at

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

rested © man, speed on the I never Reo the Fifth—$1,055 t Took 25 Years to Build It By R.E. Olds, Designer T have spent 25 years in build- ing automobiles. Reo the Fifth is my 21h model, ; T hav watched every improve- ment, al! the world over, from the tery so of this industry. T have had actual experience with tcvs of thousands of cars, under ery condition that mo- torists : ive learned in those 25 embodied in this car. Ww of no other engineer siness who builds cars j this. My Precautions Wha. | mean is thi: cd for infinite care, for utter actness, for big margins of sais is taught by experience aly ““Counsless things which theory approv.s are by use proved in- Spleilid cars fall down on lit- tle points. The maker corrects them. Then something else shows unex ted shortcomings. Perfection is reached only through endless improvements. It comes only with years of expe- fience. Were I buying a car I would want it built by the oldest man io the business. For Example All the steel I use is analyzed, so I know its exact alloy. The gears are tested in a crush- ing machine with 0 tons’ capac: hus I know to exactness what cach gear will stand. I used to test them, as others to, with a hammer. I use Nickel Steel for the axles and driving shaft, and make them much larger than necessary. These parts can't be too strong. I use Vanadium Steel for con- nections. One after another I have cut out ball bearings, because they don't stand the test. I use roller bearings — Timken and Hyatt High Duty. There are only three ball bearings in this whole car, and two are in the fan. I test my magneto under tre- mendous compression, and for ten hours at a time. My carbu- retor is doubly heated—with hot air and hot water, Half the trou- bles come from low grade gaso- line, and this double heating avoids them, I insist on utter exactness, a thousand inspections, tests | of every part. As a result, errors don't develop when the car gets on the road. Costly Care I give to the body the same care as the chassis, for men like impressive cars. The body is finished in 17 coats. The upholstering is deep. It is made of genuine leather and filled with hair. The lamps are enameled. Even the engine is nickel trimmed. 1 finish each car like a show car. The wheels are large, the car is over-tired. The wheel base is long, the tonneau is roomy, there is plenty of room for the driver's feet. All the petty economies, which are so common, are avoided in Reo the Fifth. My Level Best This car embodies the best 1 know. It is built, above all, to justify men’s faith’ in my design- ing. Not one detail has been stinted Not one could be improved by me if the car was to sell for $2,000. Reo the Fifth marks my limit I will yield my place as the dean of designers to a man who can build a car better. Center Control No Side Levers In this car I bring out my new center control. All the gear shift- ing is done by moving this handle less than three inches in each of four directions. There are no side levers, so the entrance in front is clear. Both brakes are operated by foot ped- als, one of which also operates the clutch. This fact permits of the left side drive. The driver may sit, as he should sit, close to the cars he passes—on the up side of the road. This was formerly possible in electric cars only. The Little Price The initial price on this car has been fixed at $1,055. But our con- tracts with dealers provide for in- stant advance. This price, in the long run, I rd as impossible. It is based ximum output, on minimum cost for materials. a model factory, seavipped Our output n We have spent many in cutting toet ot produc tion. And this year we save about 20 per cent by building only one chassis in this great plant. We can_undersell others, and always will. But the present price is too low under average conditions. I am sure it must be advanced, and those who delay must expect it. This car will never be skimped, while I build it, to keep within an altruistic price You Can See It In a Thousand Towns We have dealers in a thousand towns. When you write us for catalog we will tell you the near- est Write to-day for this book. It pictures the various up-to-date bodies, and shows all the inter- esting facts. The Roadster type sells for $1,000. Never was a car in all my ex- perience made so welcome as Reo the Fifth. Men miss a treat who fail to see this car. Address R. M. Owen & Co. “ie Reo Motor Car Co., Lansing, Mich. n Factory, St. Catharines, Ontario 30-35 Horsepower Whee! Base—112 In Whee!: 34 Inches Demovntable Rims Speed 45 Miles per Hoar Made with 2, 4 and 5 Passenger Bodies ‘Top and windshield not included In price. windshield, gas tank and speedometer—all for $100 extra. Reo the Fifth We equip this car with mohair top, side curtains and slip-cover, ‘Self-starter, 11 wanted, $20 extra. . comicbooks.com