The following text may have been generated by Optical Character Recognition, with varying degrees of accuracy. Reader beware!

18 WILMETTE LIFE, FRIDAY, SEPTEMBER 5, 1924 PRFJ)JCI'S RISE fUlftS'I' PID(S.ARIOI Pierce-Arrow's new moderately priced car, which was announced formally throughout the United States today, was on display this week at the showCacliUac Ofticial Review· In- placed rooms of the Evanston Motor Sales, local Pierce-Arrow representatives, at dustry'1 Condition for 1015 Davis street. Put Few Year· Scores of persons visited the showrooms to view the latest Pierce-Arrow product , for widespread interest has greeted the news that the makers of one of America"s finest motor cars have developed a car to meet the demand for ;.n automohile of moderate proportions Hints at Conservation in the but oi first-rank quality. "Series 80. the new Pierce-Arrow, is Production Line comparable in all respects with the larger Pierce-Arrow Dual- Valve Six," said \\"illiam D. Reagon, of the F.vanston Additional upward rev1s1ons of motor Motor Sales. car prices, slightly lowered production '"The prict·, however, is considerably schedule~ and rigid maintenance of qual- lower. to meet the demand fur a quality ity standards are outstanding tendencies car of somewhat smaller proportions, and of the industry for the last half of 1924, prnrluced in increased quantities. in the opinion of Lyman McNaughton, "Pierce-Arrow engineers have concen vice-president am\ genera I sales manager trated for nearly twenty-five years on of the Cadillac Motor Car company. the den~ lopmcnt of fine motor cars. For "It ha s been generally understood by nearly twenty-five years Pierce-Arrow those active in the industry and by well- workmen ha,·e specialized in building informed motor car buyers that cars them. placed on the market in the fall of 1923 ""This new Pierce-Arrow was designed at the then prevailing prices established by the same enginec·s and is being built a new peak of value for the money in- IH· the ~a mc workmen . It is the first vested-," Mr. McNaughton states. "Con- ti"m<: in au tonwhi lc hi, tury that an orditions then," he continues, "were es- ganization with such an experience has pecially f avorahle for the production of de voted its skill to the production of a cars at low price levels which could be moderately priced car-and the result is maintained only under the most favor- unusual, Ill put it mildly." able circumstances. The new 'cries 80 ha.; a ~vhcdhase Production Coata Riae "i lJO inches. The engine is said to "Current price~ , for the mo't part. be of the latest development in six-cylinwere l"Stablished at that time. \\'e were der practict·, a principle which Piercein the midst of producing four million Arrow engineers have adhered to since vehicles in a single year. The produc- the early days of the automobile. The price of the Series 80 scvention for 1923 was 50 per cent higher than thdt of 1922 and 87 per cent higher pa senger touring car is $2,895 at Bufthan the average of the four preceding fah The fi,·e-passcnger sedan lists years. This rate of production has also at $3,895 at the factory, and prices of been maintained during the first hali oi the fi,·e other closed and open models 1924; but all indications are that more which comprise the complete line conservative manufacturing schedules range proportionately. Color optiom arc offered in the case are now taking effect. \Vith O\"Crhead remaining practically stationary, cost per oi each model. Balloon tin:.·s have been engineered unit of production and distribution is into the car, as have four-,~hcel safety increased. brake,. Life of Car Au~rmenta The new car will be on formal dis"Figures compiled by the l\ational play at the Pierce-Arrow showrooms all Automobile Chamber of Commerce last this week. year showed that a dollar was in 1923 The company will co1itinue to proworth only 60 cents; but that in the duce the larger Dual-Valve Six, as welt purchase of motor cars it was worth as its complete line of motor trucks .$1.11. Even these figures scarcely tell and motor buses. the whole story. Who would today take eleven per cent reduction in motor car prices and trade his cur t model iGr :a c:rr ot 1913 manufacture? Improvements have been radical. There have l.>een a dvances in metatlurgy. There ha,·e been revolutionary improvements in engine and chassis and in body design. Cars have much longer life. During the past five years alone, two years have been added to the average life of a motor vehicle. Improved maintenance Urges Motorists to Drive methods have aded to owner satisfacSlowly Thru Water tion and have brought about economies in final cost of operation. Auto Value lncr-aea "During the past twelve months also, "Thousands of motorists have been dewith the maintenance of low price levels, layed, and ft\UCh money has been lost, the industry has produced many radical because of rain drenched ignition sysimprovements. The V -63 Cadillac, for tems" says a bulletin issued by the meinstance, embodies more fundamental im- chanical first aid department of the ChiJJrovements than any previous new car cago Motor club. of ours since the introduction of the :'From a normal day of 75 calls, the V -type eight in 1914. ram packed months of July and August "Many of these recent improvements have boo ted our average to about 200 within the industry have been costly, calls per day." A precaution which will prevent the hut, on account of the large production, manufacturers were for the time able ignition system from becoming water to absorb the increased cost. If price soaked in a downpour, is suggested by increases occu·r during the coming the club service department: months, they will but reflect the results "An old rubber tube can be tied over of a mor!! conservative tone of general the coil, the distributor and the wires. business which is becoming generally I i thi ~ube is tied securely enough no recognized." water will seep through to these parts." The bulletin also advises motorists forced to drive through water one to Auto Building Leads two feet deep to proceed slowly, as fast in American In~ustry driving is likely to throw the water up onto the carburetor. Value of automobiles produced in the 'Cnited States during the present calElectric railways of Un.hed States e~dar year will exceed that of any other carried sixteen billion passengers in m~le pi'Oduct of American industry. 1923, a large increase over the previous Estimates based on statistics of the gov- year. ernment and automobile industry leave no doubt oi this. Th\! world's larnst electric sian is For 1923 the value ot aatomv'biks -pro· T53 feet long, 75 feet high and visible duced may exceed $3,000,000.000. The number of automobiles now in for 30 miles. IN AUTO PRICE IS PUCJD ON DISPlAY AIJliO DOLLAR'S v ALOE GROWS Can Buy More Today Than Back in 1913 Based on the 1913 dollar as a standard, it is p<>ssiblc to get more automobile h · value for the money today t an tt was ten years ago. When one takes the average price of automobiles, gasoline. and tires, it is found that these automotive products cost less today than before the war even though the purchasing power of the dollar in geueral has shrunk considerably. Today one can purchase 111 cents worth of automobile, 101 cents worth of gasoline and 123 cents worth of tires with his 1913 dollar. This fact, in the opinion of the l\ational Automobile Chamber of C mmerce, which has compiled figures from the records of various governmental and pri\·ate statistical groups, is one important reason for the great activity in automobile buying. Better highways and the general need for a for motor traasportation account · mot -,e.. large share of the inc:rtase _an or hicle re,istration, but th1s has been further augmented, the !ndustry- feels, by the fact that the pubb~ reahzes that a dollar will buy more 1!1 motor products than in most other hnes. Furthermore, the current models of motor vehicles and the present type of tires are far better than ten. rears ago even at the lower prices preva1hng today. The pre-war dollar is worth only 61 cents todaJ.ftl the eclll ef ~ It is worth but Sl.B cadi in clothiac, 68.5 - t s in f-A alld 61.2 c:mta ia . - ....a problem of higher labor· aH tnllterials and taxation expenditure by the econo. mies of large scale production, reducinc prices, in the confidence tbat the pubJi.e would respond to the exeeptional value. The output of 4,000,000 vehicles this year, SO'lb ahead of any preceding year, has justified that confidence. The automobile industry has met the .._. ......, ·...._ Gmer Glencoe wbo ar· TALK TODAY'S CAR, THE BEST Ratti- tb· llDC Dead WINN! tbe W1 Telepb· FOR SAl home; sun-par cases, · large c berry. 65x192; tloor; w ~,~~!~1 block I ~l~~t·a~ Unless You Have Driven Ghi'fsler You Have Never . . . Six~ Experie~ced the I! ~ IWN¥WFATHER HURTS IGNITION .Supreme Thrill in Motoring Drop in or Phone for Demonstration Evanston Motor Sales 1015-17 Davis Street Phone University 2277 Branch of Main Store at Michigan Ave. and 25th St. SERVICE with a smile existence exceeds 13,000,000, according to the Bureau of Public Roads. The United States has 63 per cent of the world's telephones . PROTECT THE SPRINGS Proper care of the springs of a mtor car not only reduces the deterioration of the motor and its chassis as well as the body, but al o adds materially to the mileage of the tires. The United States leads the world with 162 telephone conversations per person each year. Italy is lowest with 7.7 conversations. WELL! before leaving on an extended auto trip, come in and let us lubricate your car, tune up your motor and make a general inspection to see if the machine is in proper shape for a pleasant outing. There is nothing so disappomting as troubJe on the road and to avoid the possibility-see us before going Thu ga.r and oiling Jlation amJSI t/x flrttl, liM Jl .. Mlldtr our managnnmt UjNfl Nine out of ten of the glass globes that urtnoWlt gasoline filling pumps are bent and annealed with heat iurnished by gas. electrically exploded wire has been developed to a point where it can be successfully substituted for flashlightJ in instantaneous photocrapby. London recently installed the first coin box telephones it ever has had in public Jlly stations. An ------- ~{))l LAKE SHORE AUTO SALES Sal.. Room and Seme. Statioa 1111-11 Chicqo A.... EY-.toa, IlL PHONES WINNETKA 617 · 18~ HUBBARD WOODS GARAGE 1010 NORTH AVENUE WINNETKA, ILIJNOIS