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Show I : i Look at the Cars, Consider the Values, and VI Improvements and Refinements in w-i f Tl the New Reo the Fifth-$875 Read Carefully the Lxpianation or rl CHASSIS: Remains practically the same as 1915. This w great chassis has been recognized for the past five years as EXPLAIN to our more intelligent readers "BUT THE PRICES?" YOU ASK. "Why and how were these the standard American automobile chassis. It is unques- WE FEEL WE MUST EXPLAIN to our more emge necessary and possible? Why necessarv how possible, for this I tionably the most accessible automobile m the world-the . why and how it is possible to place such cars in your hands at necessary ana possio e ,y formerly but better?" simples! therefore the cheapest, in which to make any re- such unheard o1 prices. product, not merely as good as formerly, but better, pair or adjustment or replacement. Very small changes THAT EXPLANATION without reasons so "WHY WITH A DEMAND that, all through last season rcs - have been made in different parts ofthemechanism. They B UK w iinuu a nn understand could greatly in excess of the possible output of the factories, was are such as only an engineer would understand, and their logical they must satisfy you- -you could not understand, could fe to reduce prices at all? And then, why so great U purpose was to eliminate the slightest little sound, and to not accept, these values as genuine. it necessary to icuutc make this the most silent as well as the most accessible OF COURSE THE PRICES ALONE would not astonish might a reduction. automobile in the world and to still further enhance fac.l- not even interest you For mere price taken by itself, indicates WE WILL ANSWER THAT QUERY. : imfut tinnY DESIGN Lines have been changed slightly nothing to the intelligent buyer. IT WASN'T NECESSARY either to improve the qua ort, T coSoSStSt? BESIDES YOU'VE BEEN SURFEITED with announcements reduce the price-except that it is and always haBbeafch , ready 7ul appearance. of "big cars at little prices"-this year more than ever before. desire to give Reo buyers greater value than could be obtained , ! HOOD FASTENINGS: Same as those on the "Six." MOST MAKERS SEEM TO HAVE LOST THEIR HEADS in the elsewhere and just as much more as our greater expenence and Facilitates lifting of hood without the usual inconvenience fierce battle of price competition. As a result you've seen price superior facilities could give. j just a little detail but of sufficient importance to merit reduction that must, we think have indicated to your mind BUT IT WAS POSSIBLE and that was sufficient. j) lttvearconvemmct clearly one of two things- eifAer that the value uas not THE REASON IS INTERESTING-interestmg and instructive E FENDERS Redesigned Of tht modified "Crown" type, there last season or couldn' t be this. and makes mighty profitable reading to any prospective buys - formed under our own big presses, and so rigid it will be SO MERE PRICE- -EVEN THESE sensational new Reo prices- of m automobiie. impossible for them ever to shake loose or develop a rattle. would interest you only mildly if at all. . COMBINATION OF FACTORS and conditions that are. wt RUNNING BOARD: New design, wide at front to pro- BUT KNOWING AS YOU DO REO STANDARDS of excellence believe with Reo made these prices for these quality : INSTRUMENTS NowTocated on steering post instead in materials and manufacture; knowing as you do the Reo of on the cowl board. Facilitates adjustment of carbure- reputation for making only cars of sterling quality Knowing ana MAINTAtN THAt NOWHERE ELSE in this industry do al! tor, and operation of light switches without necessity of estimating as you will, Reo integrity to selling as well asinmaking, factors and conditions exist in combination as they do nttf the driver taking his eyes from the road or leaning forward yQU must marvel at these prices. Reo COWLOARDf NoT "coredwith metal instead of FOR TAKEN WITH THE QUALITY of these two famou, . Reo p OF MATERIALS HAD NOTHING to do with leathei T greatly improving its appearance. models, these prices represent the greatest values eye offered Qf rtant materials are lower while prices l SPEEDOMETER AND AMMETER: Located in center in an automobile values greater than you had ever believed or CQnsiderably higher than a year ago. And we havel- where they can be seen by ail occupants of the car rear hoped would be possible. never known the time when it was so difficult to obtain material: I as well as front. YOU KNOW THESE TWO REOS -you know that in all the as nQW , F. STARTING DEVICE: The .same wonderfully reliable world there have never been two models that enjoyed greater ONLY WAY COST OF MATERIALS in a car can be reduced tS StSfi3Ett ! DEMANE) ALL LAST SEASON was many times greater than our JJ- reducing equality of materials-using inferior occasionally to get best efficiency. Some drivers neglected ability to produce them even in our big lactones. THERE IS ANOTHER WAY the simple expedients' it. Chain is "neglect-proof" and a trifle more efficient. YOU TQ ASK US to state what, in our opinion, is the E RE IS ANOTHER V AY the sunpl : V ; SPARK AND THROTTLE: Control levers now located strongest thing that can be said about the Reo product for next If Z f matenalS" in OU1" ' on top of steering wheel. No better, but buyers seem to "an we would say without a moment's hesitation, "We have the we!Sht of the can . . J ' Pfer it. season, we w ouia say v. itnout n u , IT IS A FACT THAT YOU CAN reduce the cost of an autf ; DOORS: New locking device-unlocks and locks more no new model to offer None :o thegrief uviZ mobile twenty-five percent by the simple process of cutting readily and certainly. ls inseparable from a new and untried car, to face during the welght down that much. Some makers do-to the da . THIEF-?RvOF locking device. See fuller details m Six coming months. rwiint- wp hplirvrl : column opposite. If s the same in Reo the Fifth. BOTH REO MODELS -Reo the Fifth, "The IncomparableFour," j " J , 0 , .. . .u.intl 7 COLOR: Golden Olive. and the Reo Six-have long since passed the experimental REO CARS ARE LIGHT CARS-but not light to the pomt b SPECIFICATIONS stage Both have been tried and proven-and not by factory flirnsiness. They are as light as may be without saennce ;, U.c.m tester, by thousands and tens of thousands of owners, and in SOHAEXPEDIENT of cutting down the amount of material js wheel Ba.e-ii5 inches. StVtJdt THINK WHAT THAT MEANS. Consider the satisfaction it is to that go into the car was not to be thought of, any more thanfl - opring. Front Semi-eiiiptic ,ion, ug know to know absolutely that every car that leaves this the other of using materials of inferior quality or substitution. ' L" rZ7t?thniVd eente factory in the coming year will carry with it absolute satisfaction IN THE MAKING OF REOS this year we are using-not beta uFm section "i2tV' control. absolute certainty of satisfaction- to its new owner. because they are not to be had but the same quality of x j" Wifa7teve. Clutch -Multiple dry disc, faced j THINK WHAT THAT MEANS to men whose hearts are in their terials as formerly. So that isn't the reason for the lower pnjj : ;; Front Axle I-beam, drop forged 5 rdSe. work and who believe in carrying personal integrity into corpo- COST OF MAKING IS. HOWEVER somewhat less, thanks toj u with Timken roiier baring spin- Brake, Two , each re wh,. rate affairs. fact that in many ways we have been able to reach a still hig , . . , me internal, one external 14" FOR WE REO FOLK ARE that kind of people we state it not degree of efficiency. Rear Axle Tubular semi-float- diameter drums service brake fu" . .7 . , r J fts ing. Timken roller bearings at interconnected with clutch boastfully but just as a simple fact. ONE BIG ITEM IN COST REDUCTION of these twonw1 , ttSSZZttSSZ strerw-cear and sector w.th IT'S OLD FASHIONED, WE KNOW, and not considered "good was the fact that had ong since passed expenm integral with stub shaft-two lg 5t(;ering wheei. form in some circles these days. stage. That stage through which every new model must LfcuteTbyr Control-Left-hand drive, cen- BUT WE LIKE TO FEEL toward every man who buys a Reo car and which is therefore so dreaded by all manufacturers andexf torque arms-gear ratio 4 to I. ter control -spark and throttle as if he were our next door neighbor whom we expected to see enced buyers because it has proven so expensive to both. Tire.-34" x 4" front and rear. SfiTlSShSSS frequently and whom we'd meet gladly and with pride in the car WHN TELL you that, had we found it necessary topr : Non-skid on rear. locking device. Sameas"Six." , hnrl ;r)ld him , , . . , ., ' - . , t.-nnld W' Motor-verfcai, four-cv.inder, Fender. -Drawn Sheet rtee, of THIS YEAR OF ALL YEARS we are Plad we have nothing de to. hc plac eof ther of these, weof ft in pairs, modified L type ,atest oval type-shield between 1 " YZjZ, Pxr,rrimPntal nOthinC even doubtful Or St Q fU"d f Dt leaSt $100,000 to defray the COST 0 with integral head, with inlet running boards and body close radically new, nothing experimenta l notning even aouotiui or experiment -and would have doubled the amount had our P valve in head. Valves mecnan- fitting, quick detachable under Questionable to Offer OUr hOStS OI tnendS. 1, t ,,li u tl -n i l. hpell able I . icaiiy operated and protected. pBn aluminum bound, lino- rt rwToow un? rnNSIDFRFD thi? matter from everv angle been to suPPlant both -you will see where we have Deen Exhaustive ated duectiy ieum covered running boards. OF COURSE WE CONSIDERED this matter trom every angle. Jace coming year a fund'1 ScSJfSS fh'eT'eSS! c.i.n. Capacity -16 gallons. We are conversant have been for months- with everything least $200,000. abaft bearings. Helical timing Body Fivc-pasaenger stream OthcTS Were trying to do. IT TAKFS AT T FAST TWPTTTT VTTATPQ f, rvorfVr-r MIV neW gears running in oil. line Touring car type with OUR ENGINEERS ARE JUST AS ALERT as others-just as 11 s ,l,UAM 1 HREE YEARS to pertect any 1 v cy.mder DimensionH x 4Ji 1. enterprising and just as prone to experiment and to explore new mobile model. Ask any manufacturer. Or call up 50 HorePower-35. "eri"" Dee'p cu.hions'and and interesting fields. They enjoy working mechanical puzzles past expenence. Anyway it takes that long to get a car , backs. vn1v as anv But point of perfection where we are willing to offer it to Ke X F-a MJosT OF ALL CONSIDERED it from the standpoint of Alck it with the Reo guarantee. ISISKS niclei trimmed. fose thousands and thousands of friends who have learned to ANOTHER ITEM THAT HELPED tremendously was J haust vve,. Sita-; lean upon us secure in the belief that we will offer them nothing that the tool cost on both these famous models had Wi Lubrication Automatic force on(, mohair top with full but that of which we ourselves are sure. been absorbed charged off permanently disposed 01. , feed by plunger pump w,th re- sldc c,Jrtljn,, mohair slip cover; n .orrl AITD DT AM THF ACTTMPTTnW -W TH," IS A BIG ITEM You'd Ic sunirisod unlCSS " . turn system. ciear-vis.on.rain-vls,on,ventiiat- AND WE BASED OUR PLAN ON THE ASSUMPTION that ixr.ivi. lou o l.. surpnitu Carburetor Automatic, heated ing windshield; speedometer; what the great majority of intelligent buyers want is not novelty lu" a manutacturer to know how big. 1: by hot. air and hot water. SSSASi - -not mechanical puzzles nor engineering legerdemain-- but R rj$ ignition -Combined s." jack . complete tool and tire out- srrviee Tust dependable enjoyable automobile service and low REO MOTOK LAn and magneto, driven through fit, foot and robe rails. &C1VH.C. juoi-vav. j j timing gears ; 100 ampere hour upkeep cost with minimum deterioration in value ol the article r Mot0f storage battery. Price $875, f.o.b.Lans.ng, Mich. ukJ.ccF Vjraay j, 1 from year to year. 3fJ 41 Stl, U |