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Show CADILLAC OUT WITH HEW W 11 No Radical Changes m Es sentials , Reasons for New Price Given following a year of marked success with the tripe 51 its first e ght cyl nder car the Cadillac Motor Car company . announces the second of the eight cjf inder series to be known as tjpe 53 without rad cal change in mechanical de B gn or construction Consequently the second Cad llao eight iff to all practical intents, a con tinnation of the f rst and the Cadillac company has again achieved the un usual in the motor car industry Almost invariably the automobile manufacturer discovers dur ng the first years ex fierience with a type of car new to h m hat there is room for many improve ments in the second year s product on The oppos te s true of the Cadi la and its eight cylinder car The company be gan the manufacture a year ago of a type of car entirely new to the Amen can industry There were no p ecedent to serve as guideposts no previous ex periences to which to refer The com pany was p oneermg in a v rgin f eld It has frequently been sa d that it s doubtful if any other concern in the industry could have scored such a marked success on a new cai wh ch m trodnced such a radical departure from prevailing practice The eight cylinder car met with in tstant and continued s ccess When the ''manufacturing year closed a few weeks ago 13 000 of the new type had been put into use No shortcoming had been developed throughout the year No reason for marked change in mechani oal construction was made manifest by continuous every day use of the car It was all that had been expected of it and more Changes that have been mads affect principally the access bility of the en gine and the appearance of the car The engine remains of course the 90 degree e ght cylinder V type that the Cadllac made familiar last year The electr o motor generator lgmt on apparatus and carburetor are so mounted with relation to the cylinder blocks as to afford easy access bility to the valves by removal only of the plates which enclose them The body is a new des gn with h gher side lines a new cowl new hood and a h gher radiator with rounded corners all of which alterat ons add to the dis taction of the oar s appearance The mounting of the Cad llac coat of arms n a neat enamel des gn on the front of the rad ator is a d st nguishing mark on the ar Sp asher9 are f ttii to the front of the ad ator and along the inside of the front end ot the frame ew le gn head and s de lamps are sed th a tonneau lamp on the right s e the back of the front seat to 11 m nate the step when the tonneau doo s opened Kn inspection lamp and a Waltham clock are added to the equipment Inside the body the driver finds the clutch and brake pedals set two inches farther forward with the dash set for waTd a corresponding d stance and the s gnal horn button m the center of the steer ng wheel The aux 1 ary seats n the tonneau have been improved in de siti The power tire pump s now attached to the transmiss on case The ratio of the second speed gear n the transm s s on is reduced somewhat The new Cadillac s the fru t of ex per ence, acquired in the bu Iding of 13 000 V type e ghts and ot the r ser vice in the hands of 13 000 use s says the Cadillac company in its statement regard ng the new car We believe that n th s new ca the Vtype engine s developed to a point of excellence wh ch even the most con scientious effort to equal cannot reach in many a day A year ago the Cadillac oompany was blaz ng new paths of progress It pioneered new princ pies and new proc esses pushing them to a po nt of cer tainty before ts f rst V type engine was marl eted Noth ng can take the place of that hard and pa nstakmg per od of mven tion select on reject on adjustment and aiaptation The f rst Cadillac e ght furnishes the one certain source of v type inf or mation based on extended exper ence And the second Cadillac e ght with that exper ence to build upon naturally and log callv marks an ad ance over the initial ach evemefit We believe that the new e ght cyl inder Cad llac en bod es the most practi cal combinat on of all around eil ciency No really desirable qual ties are sac i ficed in order that some less essent al which provide a more spectacular talk ink po nt may be exploited We bel eve that t possesses a n ax mum of the worth wh le character st es which the most exact ng motor St wants in h s car power speed smoothness flexibil ty ease of iteration depend ab lity and endurance ' Concerning the inorease in pr ce of $10o on the open body styles in- the face of the general tendency toward lower pr ces on the part of most mak ers General Manager W O Leland said We s mply could not continue to produce a car of Cad Ua type and quality at the old price without do ing so at a loss and I don t think anyone expeetsus to do that The eeneral tendencv of nther makers toward reductions does not part cularly interest ns We shall continue to use the best materials we can obtain wh ch are best adapted, for the r respective uses Taken as a whole these do not cost any less than they have been costing On the contrary we are paving more for certain ma ter als now than in the past Everybody in the manufacturing bus ness knows that skilled me chamcs cannot be had for less mon ey today than a year ago In fact conditions are rather the reverse And the best skilled workmen are the k nd we use The price of our e ght was set too low in the beginning As it was "necessary to announce the price at the time the ?ar was announced and as there had been no manufac tur ng exper ence w th a car of this type the cost of production could only be est mated In view of certain conditions which aro-ie after the car and the price had been announced, it proved that the est mate was too low We might have lessened the cost to the detriment of the ear and the purchaser, or we m ght have in creased the price We did neither And, 13 000 Cadillac bujers have been the gainers But of course we could not con-' tinue on that bas s In the face of the fact that hun dreds of thousands of automobile owners today are seeing the r cars depreciated in value from $100 to $1000 or more because their mak ers have felt obi ged to retuce prices on new cars the owner of an e ght cybnder Cad llac on the other ha!nd sees h s car actually en hanced n value Even at the advanced price there will be a smaller percentage of prof t. than a person pays on b s eyery day purchases And the onlj rea Bon that even a greater advance ' may not be necessary is that the car has gained such a strong hold on the public that from all ind a tions the volume of bus ness will be larger than ever before |