Life — January 23, 1913 — page 27: what you’re looking at

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

SRE: Choose Your OW is the time to decide what car you are going to buy. The automobile shows bring all of the cars before you. You have a chance to study them —to compare them point by point. We do not expect you to buy a Chal- mers car simply on our word that it is the best value at the money, although many people do accept our word in the matter and we know it is good. But you will want to see all of the cars and to compare them as to quality and as to price. This is natural and right. Let Us Prove Chalmers Quality We believe, however, that Chalmers cars possess qualities that make them the best value in their price class. And all we ask is an opportunity to prove to you that the things we say about Chal- mers cars are true. They, of course, have all the ‘‘feat- ures” that modern motorists demand— self-starter, electric lights, long-stroke motor, demountable rims, four-forward speed transmission, speedometer, power tire inflater, etc. How to Judge Motor Cars But there are certain other qualities which you should look for in all the cars you consider We ask you to make these qualities your standard in buying any car, whether or not it be a Chalmers. As you study the cars at the National shows or in the dealers’ salesrooms, compare them not only as to comfort, Car beauty, convenience and mechanical excellence, but also as to the following points: Stability of company marketis How long have they been in business? Do tte manufacture or merely assemble ? What do the owners say about the car? Has the car itself merely ‘features’? or is real quality built into it? Will it command a good price in case you care to sell it r three seasons hence? Consider the prices of cars only in relation tq their quality. You can pay too little to make a wise invest- ment. You can also pay too much. Why Chalmers is Best Value Here are some specific facts showing why it is to your interest to pay the Chalmers price rather than lower prices. These same facts show why it is not necessary to pay more than the Chal- mers price to get the maximum in motor car service and comfort. Chalmers transmission gears are ground to an accuracy of 14 of 1/1000 part of an inch. This grinding alone makes Chalmers transmissions cost $8 more than they would if we did not grind the gears. But grind- ing means quietness, smoothness, long wear. The Chalmers crank shaft costs $6 more than a crank shaft which “would do.” But one fact that we are proud of is that we have never had a case of broken crank shaft. Chalmers Motor Company, Detroit “Thirty-Six"* (4 cyl. 36h. p.) 2, 40r § Passenger $1950 “Six” 5-Passenger Touring Car (6 cyl. 54h. p.) $2400 “Six"* (6 cyl. 54h. p.) 7 Passenger (Prices tnelude full equipment and are f. 0.0. Detrott.) 21 Now We spend $15 more on each Chalmers body than we would have to spend if we used a cheaper material and the old-fash- ioned straight-sided instead of the full flush- sided bell-backed design. To make Chalmers radiators the best in use we spend $5 more than the ordinary type costs. We spend $1.50 more on our steering wheel to furnish an enameled aluminum spider and a mahogany rim in place of the usual maple rim with a cast or stamped iron spider. None Better Than Chalmers Chalmers steering connections are all drop forgings and are all heat treated. Highest priced cars do not contain better materials. We could “save” $10 per car in top ma- terial alone, and it would require a chemical analysis now to tell the difference. But anybody could tell the difference in a year from now. ‘We could buy leather for upholstering our cars $12 per car cheaper than we actually pay. We spend this difference to secure a high grade, genuine, long-lasting leather. Compare Chalmers with Others The Turkish springs in Chalmers cushions cost $3.50 per car more than the ordinary spiral springs used in most medium priced cars. We mention these few items just to show you that we are making no exor- bitant claims when we say that Chal- mers cars are genuine quality cars at medium prices. We ask you to remember these things in making comparisons. See the other cars, but do not buy until you have seen the Chalmers. Compare other cars in the Chalmers price class on the points we have named. We are willing to accept your de- cision after you have made such a comparison. Our book, “Story of the Chalmers Car,” sent free on request, will help you in making your choice. We urge you to see these cars at once at our dealers. Chalmer: will also be exhibited at the leading automobile shows. 30" (cyl. 30h, p.) dor S Passenger . . $1600 comicbooks.com