Show I L Price rice 0 of 0 e 30 I And Guaranteed Gu for One Year Y ear Absolutely I i Theres a Line That Will Create a Sensation in In Automobile Circles j It Its 8 Our Answer to the Bargain Day and Automobiles at Half Price Advertisements Youve Been Reading of Late Also b We Give Herein Some Facts About the Present Automobile Situation Especially Prices I As Always We Make It If Openly Take the Public Into lafo Our Confidence e and Having Nothing Ourselves to Conceal Tell Some Things Some S me Other Makers Would Prefer to Have Left Unsaid IF THIS NEWS COMES AS A SURPRISE TO YOU as a prospective buyer of an automobile what hat do you 00 suppose will be its effect on thu the trade on compo ULion Nothing g so s has happened in this industry since the first an In announcement just t two years ears ago go of the 1250 O of E F 30 a prig which for a car ear of oC that size and power and quality at that time was wail I loss than revolutionary BEFORE WE GO ANY FURTHER let us say sa this advertisement is directed to t busi bus business moss iness men men who are in the market for an automobile and who are arc looking fur for forthe i the tho best possible value Yalu for their money mo nay The possession of tho the wherewithal to buy an automobile is the best evidence of the business acumen and thrift t of su such h men We Ye assume that you w woo Jo 10 road rood this are arc versed in sound business methods that you ou have met and overcome crises arises in your OUr own affairs met com competition competition 1 tt l petition of all aU kinds fair and unfair intelligent and the reverse SO WE ARE GOING TO TELL YOU frankly the reasons masons which have led tip up to am aw aunt the Ute reasons why it is advisable as well as possible for us to reduce the tho l lof E I of this sterling product from the former price Much said heroin herein may be open to misinterpretation every frank statement is But as we have said yrs we 1 are not interested in the few supercritical folk who ho may read road this We Wo e expect aspect t it iJ will willbe willbe willbe be received with disfavor by those whom it hits hardest our rivals but just as long Jong as it meets approval of f men who know and mon men who want to know tho the truo true t situation if in short it serves as a n guide to you OU to buy bu right we aro are satisfied SOME FOLKS think this good advertising at all One who read the oriS or a final inal i al draft asked Arent T nt you advertising other concerns too much We admit admitted I ted that might be so but they are welcome to any crumbs of publicity ity such su t as asit asit it is they the can pick from this Another nother said Why inside affairs what business is it of the publics NOW HOW WE NEVER COULD FATHOM the philosophy of the ostrich nor see soe the tho sense of treating as trade secrets matters that were patent to the whole world You Yon fool nobody but yourself Besides its bad advertising for it is palpably evasive The reason advertising has hos always alwa s been effective affective was because it was always frank rank and appealed to reason IT IS A MATTER OF COMMON GOSSIP that you ou can buy b many mallY of the has known makes of cars ears at prices ranging rang g down to half the list Hat lri price In Iu this r regard rd it itis itis itis is only fair to that list price JJ with say many manufacturers rs has been beon a 1 moon moan meaningless ingless term it represented merely the maximum price they hoped to get et for their product 30 has been one of the few fe cars that could not bo ho bought bou ht anywhere at less than list price plus freight charges from Detroit to destination SUCH PRACTICES MISLEAD the average buyer bu er He is mystified When price cutting begins hegins he wonders where it will end And when whon cars of such makes are offered at half hlf list price ho he naturally wonders if it is not the same sume with all aU One effect has been to bring up the question Has the demand maud for automobiles fallen off The answer is easier than you might suppose THERE IS NO LACK LACE OF DEMAND for automobiles The motor car has become and ad always will remain a necessity in modern life lite There never nevor will be a n falling off in demand because the factories that will ill continue in business after alter the storm of the next few months has subsided will be unable to more mote than supply the steady stead demand for good motor cars ears at right prices Digest that last lat sentence it means much not only to the trade but to you as a possible buyer bu er It is a bad thing to buy an automobile from a concern cono rn that may not be in existence a few tew weeks or months hence f BUT THERE IERE T IS A LACK OF DEMAND for obsolete models There has been for some months For cars ears with noisy nois planetary transmissions there is no no demand among the knowing Cars c rs with overhead valves and other r obsolete features have been d a drug on the market mark t for some time It is a It truism that cars that can ean be bought at half price are arc twice too dear and that term applies to obsolete of any an make Better Bottor buy b y a secondhand band car carof carof carof of modern mod m design than such an one STILL THAT ALONE EXPLAIN the panicky condition that exists at atI I this moment This September and October has always been with us the best beet bests soiling s season season of the year Weather and roads are ideal and everything invites to Beside the prosperous farmers who have bave always the larger part of our Sur output are just now reaping bumper harvests and in gold for forth them th m Why Wh such at this then IT IS A NATURAL QUESTION no one who is not familiar f inside workings of things could answer it and few fe of those who could would dare for they are arc fearful of oC hurting their own business It touch us howler howl how er and wo we s I think it will clarify the atmosphere the sooner to let Id in some light and aud ventilation lion lien 1 PROMOTION AND INFLATION is the answer in a word ord Every good thing is imi imitated fated Every business has its it parasites livery Bv ery industry is plagued by promoters 1 adventurers The more moo prosperous Pros us t lo business SJ the more docs oos it invite tile li ac ne neo neth o th hos of ot such men The automobile business has been no exception 11 lap 10 as usual was misled for n time but every intelligent man man an inside the linds linos knew and waited for the inevitable We did and we wew for it V ad proves I l lc c r THEY BECAME ENTANGLED in the meshes of their own manipulations As a result they are now trying frantically to raise mise the wind to get got money in any anyway anyway anyway way just so long as it comes quickly so as to stave off insolvency for yet a little longer l ngor One Oue expedient adopted in this extremity is the Bargain Day and halt half list price sales you have seen advertised If they thoy had lied paid more attention to making good automobiles and anI selling soIling them thorn legitimately instead of treating the tho automobile industry as s a game galDe to be played for big stakes all would have bae boon been different NOW OF COURSE YOU EXPECT us to say say that all this door does not touch tho the IF product at all That would be the Ute the ostrich way 8 But we never noor do tha usual that is not how big successes are a achieved Besides you know better bettor You know that when thousands of automobiles of any kind are thrown on the mar market market ket kat at half list price it naturally affects a concern with an au output as large as ours Every car car sold is one less leas prospect for us usand and the fact that people who buy these bargains will later lator find they thoy have paid more moro than tho the market price for lemons to use the vernacular dooe not help matters at his Utis time IT DOES AFFECT US and anti since we saw it coming and aud had time to trim our sails to take advantage of the gale galo we wo decided it was a good time to meet meat steel with steel and set a price standard that will endure for a long time to come For Por ob oh observe servo serve this is no temporary expedient It I is permanent We mude it rook bottom bottem at a stroke so there could bo be no doubt about that NATURALLY THE QUESTION ARISES in n yo your r mind If the E rF Company can oan reduce the price of ElIF 30 one fifth from 1260 12 0 to 1000 was there not Hot Hotan an exorbitant profit on that oar car previously Our answer is there thore aS We will tell toll yon you why FLANDERS FORECAST IN MARCH 1908 at the first meeting of the shareholders l of the EMP EM P Company O Gen Gon ural aral Manager Flanders after alter describing the type of car the company comp n proposed to toma manufacture ma said i Our Oar strength is in quantity production We have the talent the capital and we will have the factory facilities We can manufacture more automobiles of a better quality at a lower cost than any other concern now in existence I verily believe Cars of the type I have described 30 SO touring car fully equipped now command prices ranging from 1500 1600 1750 and 2000 I believe these prices are too high the value is not there That is our opportunity Manufacturing in large quantities we can buy materials to the best advantage Having the cash to pay and take our discounts we can other makers Most of them are merely assemblers paying intermediate profits to parts makers We shall manufacture every part of our cars cast our own cylinders forge forgo and stamp and our own steel make our own bodies and every other part In this way we can reduce the cost of manufacturing so as to be able to sell a better car than those I have cited for about 1300 Then if as I firmly believe the quality of the car backed by the reputation of our organization will so appeal to buyers as to create its own market the selling cost will be so low we ought to be beable beable beable able to cut off another fifty dollars and place the car on the market at 1250 If we can do that the demand will be bo greater than we can possibly supply So much for the coming season But we must build for the future We here believe in the permanency of the automobile bus iness else we foolish to invest so heavily in permanent fac tories We must begin now to plan for that future 30 SO has been designed with that idea uppermost We have embodied those features that will meet the needs of the greatest number and endure longest From year to year we shall improve wherever possible but make no radical changes Whatever other models we may from time timeto timeto timeto to time see fit to bring out they will be merely to fill ill out the line SO shall remain our standard our permanent pe anent model Tho public has been saying prices of automobiles must come comedown comedown down And while the public says many things without deep thought and while this is said without a knowledge of the cost of making automobiles the public is right and eventually we hope to be able to realize that prophecy But we shall not do it by making a cheap car carin carin carin in the sense that cheapness means poor quality That would be fataL Once we have built and paid for our factories and equipment standardized our product and perfected it to the degree that will make few replacements necessary to keep our guarantee good when we have developed a car that we can guarantee for a year absolutely by that time our customers will bo be many and they will all if properly treated be our salesmen then I believe we can produce this same car in its highly perfected state and sell it for NOT FAR ABOVE 1000 WAS EVER PROPHECY FULFILLED than that more completely one ono Was ever eer a business forecast more accurate Was ever moer a worthier ambition realized REMEMBER THAT WAS IN 1908 April to bo bu exact So the plan which we an nn announce announce in this ad to place 30 inthe in the hands of buyers backed not alone atone by its great reputation there are over in in use today and every owner boosting but backed also by b a full years guarantee at 1000 was laid with the very vezy foundation of this company at its first meeting WE HAVE SAID WE SAW IT COMING We did dida and d wet were 1 fir lw it One On mans embarrassment embarraS ment is often of ton opportunity you YM know tw Tin This if s win sue n WHY DID WE NOT DO IT BEFORE another a natural t action GH Glad d you asked it Answer is During the tile first ti t two yeah ean this had W to expend large sums on factor factory buildings and the installation of ol machinery toss took jigs and other othor equipment Good business rales dictated that that east eo t mat be by bythe bythe the tile output of those years The price 1260 was wu the lowest 10 pew radar nader those conditions O and recall other othor makers predicted our r epees downfall d ao eo nar oar narrow row so dangerously narrow did they thoy tho oar Margin lI D of pet at that price TODAY WE HAVE INVESTED in plants plante tor for making EP EMP 30 sal anil Flanders 20 cars We have practically unlimited financial f and nd everybody knows they thoy are not furnished by y our oar creditors creditor Our Oar o problem now i inot is not to pay for those plants they ate are all paid Iid for but to tAJ keep them the running economically which is to say to full ea the tJ year UI around Oar Our capacity u ia as you ou know SO 80 EUF 30 and Flanders 20 ears ean every Ivery working day r FIGURE IT OUT FOR YOURSELF Suppose we lN rewire an lin average net ast t profit print of ot f fifty dollars per car on such an output pretty fair days daya day p y It it M iU sad and you mind paying that much rake ff to Jay hay the skill and anal wree of such an organization in the car you OU Nd its ire Ii guarantee beak balk of sf it would woul you i I YOU SEE ITS VERY SIMPLE when you OU strip it of et all 11 aW sad to brass tacks The lower price will we are t sore more 8 thus than double Ie tin tIM de demand mand places this car within the roach of who WM wa U otherwise M have to be content with a planetary transmission abo or do without or pay MOre nora than they feel they ought to pay for the car ear they want HaI Having tie the demand Iad h hwe r we wo shall run tun our plants the year around Tie The H overhead oy or will I be d over the large number of ears making it a small u it item oa ea each Most important of all we can keep our Gur splendid i I i WE EMPLOY MEN Those These and their families s depend on Oft this t i for fey their livelihood They are the pick of the trade most of them have va been beM be with us from the first Every man is an expert in his line JiBe be that line INK of great grOAt or er lit little little littie I tle tie importance what makes it possible for us are to make a better beUer oar ear than others one we can guarantee for a year OTHERS ARE RETRENCHING JUST NOW our oar opportunity We sun shall doable double up the demand is there and aud will always continue co We the tb slightest sli doubt about that So you OU see our opportunity is also ales years for the factors that make it possible and the confidence that actuates us ia lea putting the price of this car at such an undreamed of figure also makes makos it possible for you I to own the best 30 horsepower family touring car ear ever made at the price you 1011 have always said a automobile should be bought bo t for fer I f UNTIL VERY RECENTLY this move moe was impossible as we would have bave liked to do it for remember we had it in mind from the tile very first Last Lut sea Ha season Hason season son when we bought materials and equipment for the 1010 1410 1 10 model prices were in beyond all reason The promoters were at their zenith at that t at time Legit makers found themselves bidding for supplies against we alt all know knew could not stay in the business more than a year fear or two of tires tir and andall all nil other items went soaring So we had to await the return of Dermal nermal condi aud that is what we wo now have Some Same timid folks |