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Show DEALER'S SERVICE JIGASSEUOOIEII LTany men have bought this or that caiyffewly on the market, expecting, as a matter of course, that it would give real automobile service," said E. A. Charron sales manager of the Utah-Idaho Utah-Idaho Motor Car company, local Maxwell Max-well distributors, yesterday. "These men take it for granted'1 continued Charron, "that the manufacturer manufac-turer and the dealer from whom they bought would give them perfect service always. ' 4 Experienced motorists know that there are but few automobile manufacturers manufac-turers and dealers who give more than mediocre service to the owners of the car they sell. "So, consffler well before yon buy a motor car. What matters it if the car nas an extreme wneei oase i iu lacaa power, speed and endurance? ' ' Endurance should have been put first, because it is vastly more important impor-tant than either power or speed, for upon up-on this vital factor depends the service any car can give. il Service and endurance are intrinsic parts of every Maxwell car. Before the present model was approved by President Presi-dent Walter E. Flanders, chemical and physical analysis of tests of steels of different compositions were made. These tests determined the exact kind of materials ma-terials that would best endure for each particular part of the Maxwell car. The finest grades of steel have been taken, grades considered by mo?t manufacturers manufactur-ers unnecessarily strong for automobile use. Then these steels have been strengthened from two to four fold without adding one ounce to the weight. Metallurgists have accomplished this by what is known to science as 'heat treatment. treat-ment. ' "The 1917 Maxwell car weighs 1960 pounds. It was known before a single part was made that the Maxwell would weigh close to this mark. True. the Maxwell is light in weight, tn3 lightness is its srreatcst guarantee. guaran-tee. A car built of ordinary materials, equal in strength to those that enter the Maxwell, might be four times heavier heav-ier than the Maxwall. But weight does not mean service and efficiency. It usually means the reverse." A. H. BERG f t -r t 4 " t s Manager Salt Lake Accessories Co. H. S. FORBES, .. f JA J fe-v- ,.V 'ngL Branch manager Goodrich Tire & Rubber Rub-ber Co. |