Life — January 23, 1913 — page 39: what you’re looking at

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

Lucky Car Each a By R. E. Olds, Destgner Even when cars are skimped and rushed, an occasional car gives won- drous satisfaction. No costly repairs, no troubles, no breaks. The man who gets it tells his friends he got a lucky car. But every buyer of Reo the Fifth lucky car. gets a insure it: Endless Care In 26 years spent building cars I've learned what strength is needed To insure that strength I twice analyze every lot of steel. Ttest my gears with a crushing machine of 50 tons’ capacity. [have another machine to test my springs for 100,000 vibrations. Then, to make doubly sure, 1 give cach driving part 50 per cent over-capacity. ch is made ample, by actual test, for a 45- That means immense margin of safety. horsepower engine. Extra Cost Drop forgings, on the average, cost twice as much as stcel cast- ings. But steel cast- ings often have hidden flaws. So in Reo the Fifth 1 use 190 drop forgings. Roller bearings cost five times as much as the usual ball bearings. But ball bearings often break. So in Reo the Fifth I use 15 roller bearings, 11 Timken and 4 ‘Hyatt High Duty. This year I have added 30 per cent to my tire cost to add 65 per cent to your tire mileage. Note how big my tires are fora car of this size and weight. Tires— R. M. Owen & Co. This is how I Ending Trouble To deal with low-grade gaso line I doubly heat my carburetor. I use a hot air intake, plus hot water wrapping. I use a $75 magneto to end ignition troubles. Zach engine is tested 20 hours on blocks and 28 hours in the ch There are five long-con- tinued tests. Every car in the making gets a thousand inspections. Parts are grourd over and over to get utter And I limit my out- put to §0 cars daily so nothing is exactness ever rushed 30-35 Horsepower Wheel Base— 112 laches 34x4 Inches Center Control Roller Bea Demountable Rims Three Electric Lights Speed — 45 Miles per Hour Made with 2 and S Passenger Bodies General Sales Agents for Enduring Luxury Each body is given 17 coats to insure enduring finish, The deep Turkish upholstering is of genuine leather filled with the best curled hair. So it doesn't sag and grow rusty. Two front lights are electric, set flush with the dash. The old- style side lamps have been aban- The rear light doned. is also electric. This car in every detail shows. the final touch, Center Control This car alone has my center Al the gear shifting is done by 1 small handle only three inches in each of four control. noving directions. No side levers; no brake levers— nothing in the way. Both brakes are operated by foot pedals. This arrangement permits of the left-side drive, now considered essential, to bring the driver close to the car he passes. When you see what these things mean you will not go without them What Precaution Costs I could build Reo the Fifth without all these precautions for But this added cost saves the average buyer sev- eral times as much, It insures a car that's flawless, durable and right. some $200 less. So we save in other ways. We build only one model, which saves We have cut We employ wondrous factory efficiency. some 20 per cent. down our profits. Top and windshield not Included In price. Weequip this car with mohale tov. shield, gas tank for headlights, speedomete , self-starter, extra rim aad brackets—all for As a result, we give you a car such as I describe at a price that’s unmatchable—$1,095. I build it for men who want beauty and luxury, combined with all the hidden worth that any price can buy. Write for our 1913 catalog. Then go to the nearest of our thousand dealers and see this new-model car. Reo the Fifth The 1913 Series and silp cover, wind- extra (ist price $170). ide curt: Canadian Factory, St. Catharines, Ont. Reo Motor Car Co., Lansing, Mich. comicbooks.com