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Show Air-Ooolod Engine. "I believe that the future small automobilo auto-mobilo enslne-rthat is, t lip ono that will Interest the masses will rbe air-cooled." This declaration, marie bv Charles K. Duryea, of Rending Pa., In the Motor world, supports tho clulm longr before made In behalf of air cooling by the; mnkerH df tho Franklin, Mr. Burvea cOn-tjnuefl: cOn-tjnuefl: "Air cooling not only gets rid of the complication and co&t of water-cooling equipment, but It wlpi-s out at ono swoon the care which a water system de-manua. de-manua. " I ' Chalmers "30" Touring Car and Roadster, $1500; Pony Tonneau, $1600; Inside Drw Coupe, $2100; Limousine, $2750. Any One Gould Write an Advertii meat Like This But No Onej , Else Gould Show This Car 1 It is easy to make claims for cars. Any which have been left undone on other cars. that no other cars have equaled car can be the best car made, and most Go over this ear fromN radiator to rear years of motor contests they havd1 cars are in advertisements. axle. Tut any other car alongside of it . firsts, 32 seconds and 21 thirdjj I AU the advertising in the world won't while you are doing so. have won a higher percentage W make a car a goocl car. It has to be a Thc radiator looks good and it is good. entered than any other cars. M good car, if it is good, because of its de- Note even the cap on the radiator and the The7 are the Cnampion Oars. l sign, its materials and its construction. " m,0nogram very small things of them- Take PalllS to SUCCf! Advertising cannot take the place of selves, but showing thoughtful attention ; those things. to details. Note thc fenders : They aro We are able to give the kind o We spend a good many thousands of heavy and strong, securely fastened. Noth- do at the prices we ask simply bajl dollars a year advertising our cars, but ing tin-panny about them. have taken the pains to do so.jflj that is not'a reason why you should buy a Nf)te the care that has been taken to We have taken the time to deal Chalmers car. The reason lies in the car tecfc lh(J mcchanism and the passengers cars and to test them out. TheJ itself. from dust. examine the running boards, f thc Chalmers 30 was a M We FaVOr ShOWS laches, the wiring and dash as- asc. j scmbly. . , . . , , aa, to. nro ;n fovnr nP nntomobilo showq r. ..i, t , . partment that is second to nont We are in Lavoi oi aiuomomie snovs, g f th nvcr. could be in a more . flnirnan. . i just as you are. You are in favor of them comforlablc position in any car. b un s Th Pm" is oj because they enable you to make careful Notfl ihe oodwork 0Ithe oaP. Cora. 4 comparisons and make them quickly. thc wood and ihe fmisk of it th " A show enables you to put competing 1 0Jier 'mnrf VTicQ We employ 103 mn whose sole pnr drlo bv side and tro over them noint 1 , 1 I , , T iPt ! to inspect materials, mannfactur t " 2 Nte hf lPll0lstennS- e.the cfre esses and finished cars. I 3 Poml- " . . with which the painting and striping has mun,.n nM.a 0 TT,nYTinT,f We invite comparison point by point. Wn fon b 1 1 here is never a moment, from We have often wished in selling our cars . . . . . . , , ork begins on the raw materia J . . . ,. -j ,, Note the big steering wheel and the finished cars troes out of the far? - we could put them side by side with other . , , , ,1in nnisnea cais goes oxu, oi ine iac , i i -i i -n ti steering post and even the wood of thc nnv s nle nart of the car is not cars that are being considered. It is tho . 1 . , M , m1rnnin any sineiL part.oi. uio wr lauo j , . . i steering wheel. Note the big handsome insnector's eve h only .way to arrive at a right conclusion. .. . . .n r t- nA iusjjluui h lc. g . t, - i - i doors, i Note the tastefully designed gear We cive the chassis the severed ( It is not our purpose in advertising, or - , . , , rn x, , lo ,l.if0rtt0 ts w ciuibbis me .severew ; . . 1 1 . . .. .. r t3' . and brake levers. Note the large wheels 4ests on fjle roaci jf g,, can f in having an expensive exhibit for the ' ,inn1r, u,f , t. iwui on uie ioiu. u mej caa pi , i , v i j i and how the rear wheels are bolted to the -ve want to do the breaking shows, to try and rush people into buy- , , , "L Uti"1, LU uu LIlb r jn ing cars. AYe are trying to help you go brake dnimS; . u e - -Ever' finlsied car is fubmitHi into the motor car question as thoroughly A cheaP tie Th "p011 tho ,cffec!' scrutiny that is almost microscoS' as you want to go into it. ' . 01 taste Will There Be a "Ckd We are trying constantly to teach every things, the little matteis ot taste and one lo make capful comparisons. All we style that mean perfection, have been Another reason we are able tf ask is that you examine our car in com- tokcn carc of 111 thc medium-priced dial- miich for the moneyis thatwe iparison with all the other cars point -by mers cnrs' Good taste has a commercial to accept a reasonable profit. m point; test it out as well as you can; take value aJld WG reabze lfc" , ' trying to make a fabulous suuxl the past records into consideration; then TSm.$ in one year or two years. We ar if you buy some other car we have noth- YOO MMSt Feel Safe a reasonable amount of money;! ing to say. Be careful to examine cars for the "Ele- not advertising fictitious profit rv0WIA. tor TDrS mcnis of Safety." There are four main . t. Sme people say there is goiM Consider PoISlg by POlBf elements of safGty: A strong frame. -clean-up" m the automobilem More than a million dollars will be strong steering connections ; strong wheels some day. Maybe tiicre is 'fl spent this year on automobile advertise- well fastened to thc axles, and big, strong, tne wn t. Jut it it. ever warn i T 1 t c -.1 mnVl- noiinr, hvol-nc pect to be ID the DUSineSS ailOEM ments. But you are not fair with your- quick-acting oxah.es. 1 . djM I self if you buy solely by an advertisemQiit. Wave these points in mind when you ex- UP' as are 111 lC DeIore- Perhaps some one can write a better ad- amine cars. We have confidence that the . e hmk our business PcieM vertisement than we can write. Yet We Chalmers cars will come out of any com- 111 noting tnis doner, we are honestly convinced that no ono', can parison on these points with flying colors. Quality, not price. I offer you so good value in a car as we can -T , , T - If IS LikC ttlC Ctlftlfl offer. Hence , i you did'not take the car, Wo RgqOTd Like ThlS,,- TheL.e are m people ia A rather than the advertisement, into con- . M for the motor d whafc it do bie business ide . M Isideration, you would not be treating ag for the record of the car itsclf. that their former connection with oujj yourself fairly. story is so well known that it should hard- tion ; many are proud to say of Urn Consider he Chalmers car point by ly need t0 be repeated. net, "It is like the Chalmers.'! P2in- i . -S JCT?- firstlthrouSh he scnse " We know that our cars have a good We anprecWe such complim of sight. We believe that there is no car reputation in this country. We know it ; It shall be our aim to so iinl 7uUfn mre I" Stoeyelhan- from what the owners say. We know it . product from- year to year, and M the Chalmers The lines are beautiful. rom what thousands of people who visit 1 tain the high standard of our ori Ihe finish is the best. 1 here is nothing pur exhibits at the shows say. We that none will ever have caused skimpy about the Chalmers car. Nothing know it from a thousand- things we hear proud of us and of having been j cheap. . from all parts of Lhe country. This is the Every Chalmers car has that tailoij most gratifying fact we could possibly Wd would close as we began M J made, well-groomed, carefully finished ap- know, Ifc is the realization of our hopes. to make advertising claims for1 i peorance that is always a source of delight This could not be a fftct slmply 1)ecause to makc cara that n make fc Y and pride to the owner. our prices of adverting. it could' be a fact only,, claims ds hard. ij i . because the cars themselves have made . We ask automobile buyers i LiSJle Things Mean Perfection good- They have made good with the peo- the advertisements have attract I pic who have bought them, one by one. tention, then in fairness to youn i j . So many "little things" have been care- They have made good in "contests of all all the manufacturers, compai?fl t I fully looked after on the Chalmers car .kinds during the last two years in a way point by point. That is all we jj We have a carload of Chalmers-Detroits on the road and can accept orders for two cars delivery about February The Tom Botterill Automobile i j . Phones 3252 36-42 State Street , Salt Lake City Pierce Arrow 1 P.ope-Hartford ' 1 Chalmers-Detroit The Hudson Tm j DON'T FAIL to see our Exhibit of our full line of Cars at the Automobile Show Februarlj j 26th. Our Exhibit will occupy the northeast corner of the Auditorium. |