Show it i j 1 An advertising expert who read the t e proof of this t is Ad said s id folks read j it t too tong long We said o one million I kt prospective prospect ve Automobile buyers will read re rea d every ever y line me o of it i because it is is full f II of o facts f o of vital vita importance to every everyman man m an who contemplates P buying a car Its It S oneo one of the most important announcements ments Stude to e akers a ers have ever made madeE ma d Jr I Price of E i 30 Ji dl F Will Not Be Increased 1 Before February First I 5 lP 4 i Jl r r I i LEST THE PUBLIC TAKE TOO SERIOUSLY the re reports reports rePorts ports diligently circulated by our esteemed competitors and swamp scamp us its with orders for immediate delivery of EM cars we deem it advisable to make a definite state statement statement statement ment on this subject thereby adopting a course different from fr m that of other concerns who have raised the price of their cars without giving prospective buyers due notice IT MAY BE WELL TO EXPLAIN at the outset the con conditions conf conditions f which obtain and the results that must accrue that have in in several cases already appeared Fortunately we arc are in a position to do this without injury to ourselves while others are for reasons that will be obvious just as anxious to keep to lo themselves some things they know DURING THE PAST SIXTY DAYS prices of several makes of cars have been increased 50 to over previously previously I advertised prices Some of these have ha been ben publicly announced more Have not it its ts s rather a to handle and some of them dont know just JUs how to do d it without admitting a deplorable lack of foresight or limited financial backing WE ARE NOT CRITICISING those makers who have raised the price of their t cars arsin in most cases they had no choice in the matter Tried to compete with our match matchless matchless matchless less organization and facilities set their price to try and meet ours and simply all allOUR allOUR allOUR OUR FACILITIES ARE NOT EQUALED by any others in the industry Nor our distributing organization which places laces a car in the hands of the user for about half what ft t costs costs other makers to make the transfer from factory to ultimate user ITS RATHER SURPRISING BY THE WAY that just when the wiseacres were predicting lower prices for automobiles lot lol 10 I up they go Fact is there was no foun foundation foundation foundation dation for those predictions and the wiseacres wise to the true situation Based their predictions on the fact that had set a pace and of course others must follow it Well you ou cant follow you know unless you have just as fast a conveyance that is you may follow but you cant keep up HAPPENING NOW to most of them It will happen to more better bear that in mind min before buy buying buying buying ing a car with less financial backing less stability and less reputation than which goes with Your guaranty gu willbe will be worth the paper its printed on you know when the concern that assembled your car is no more But we are anticipating I THERE ARE SEVERAL REASONS for the increase of prices and so you will be able to apply your own judg judo judgment judgment ment to the matter well tell you the more important ones i one of which may even force us about February 1st to r add to the price of FIRST THERES A BIGGER SHORTAGE of automo automobiles automobiles automobiles biles of all kinds this year than ever before Last years shortage was as nothing by comparison And every day it grows greater Perhaps you noticed it yet I You will when you go to buy a car that is to say a car with any reputation back of it and as a sensible sen ible business businessman i man hardly consider any other COULD YOU READ OUR CORRESPONDENCE of the thelast thelast last hast month applications from over ten thousand dealers anxious to handle the Studebaker er line appreciate appreciate that there exists today a condition almost un unparalleled unparalleled unparalleled paralleled in commercial history And the condition grows more acute daily WONT BE ONE CAR FOR EVERY FOUR prospective 1 buyers the estimate of the best informed its our I estimate also since General Manager Eames tour just finished during which he traveled miles and visited every ever important centre in every state in the Union Con is unprecedented SHORTAGE ALONE WOULD BE SUFFICIENT grounds for increasing the price of a car like only it fit in in with our policy On the same grounds we wc could have sold all the cars at 1600 from the first always has been four foar times as great demand as supply for this car But pur our entire plan is based on quantity quan quantity quantity production of a quality car with margin so small as asto asto asto to place the price where it will create its own quantify y demand SECOND REASON IS MORE IMPORTANT in brief as a follows of the automobiles built in this country are what are known in the trade as assembled cars That is to say sa the various parts as motor trans transmission transmission transmission mission frame axles steering gears bodies etc are re made in small machine shops all over the country and assembled by the concern whose nameplate appears on the car Only investment divestment the manufacturer has is a big assembling building or shed He can pull out of the automobile business at short notice take his cream with him well where the buyers of his cars get off at is the unanswerable question DEMAND FOR PARTS EXCEEDS SUPPLY several times over As a result these assemblers have for fo months past been bidding against each other for parts Think of that and trying tring at the same time to compete with facilities such uch as we have J bound to happen is IS easy to predict THAT DO TOUCH US AT ALL We Ve have almost as many millions invested in factories for making every part of our cars as others have hav th us ds invested inv ste in assembling plants plant many of which they do not even own owls but merely lease ALL SELL ALL THEY MAKE MA ENo No doubt about that this season s aon Competition real competition is isa isa a thing in this business today Three or five years ears hence another question BUT BU THE THIRD D REASON EASON DOES AFFECT AFFECT US USAnd And that is why wily other makers arc are predicting a rise in price of predictions so diligently circulated they threaten to swamp us with orders for immediate delivery a condition which while enviable in some some s me respects is not one to be invited to as great a degree as we have had it during the past year THE TIRE SITUATION IS ACUTE Most acute it has ever been Crude rubber has been soaring for the past sixty days and now is quoted at a pound I And not from artificial causes but because there is a tremendous shortage of rubber SOME MAKERS ARE HARD HIT by this those makers especially who were foxy as they thought in making tire contracts at fixed fi ed prices when rubber was quoted at 65 66 to 67 cents When rubber prices quadrupled there was great glee in the camps of our Friends the Enemy for they thought the tire maker would be the only loser But soon it appeared the shoe was on the theother theother theother other foot Real shortage of rubber ru Jer meant there enough to go round and those who had bought tires low Jow must accept compounded tires or none Compounded is is the trade term for shoddy tires Made from discarded rubber heels and other refuse WHERE DO WE GET OFF AT is your natural question Well we are in in the position of the man who finds himself with his elevator full in a season of shortage in the wheat crop Our tires will cost us more but we are covered for all the tires we will need and our cars will be equipped with rubber tires made from the best Para rubber the world produces and by the best tire makers we know Morgan Wright HERE ARE SOME INSIDE FACTS gratuitous asser assertions asser assertions assertions are worth face value no more and you are entitled to facts on which to base your own judgment WALTER E FLANDERS ANTICIPATED the rubber situation as he has anticipated every other move in this industry with an accuracy that has been the marvel of the trade He covered for tires for five years ears just as he covered for every other kind of material that goes into the making of a motor car carNOW carNOW carNOW NOW FLANDERS HAS A SUPERSTITION to the effect that a contract cannot be a good contract unless it is so made that both parties will be satisfied with it not only at first but to its very end SO HE MADE HIS TIRE CONTRACT not at a fixed price per tire but in such a way that the price of our tires fluctuates with the markets for crude rubber Sea Island cotton labor and other items See the point He guar guaranteed guaranteed guaranteed himself good tires and left leit no incentive for the tire maker to skimp on the quality should rubber unexpectedly unexpectedly unexpectedly advance as it has NOT THAT ANY REPUTABLE R E P U T A B L E TIRE MAKER WOULD you understand We wouldn t accuse them of anything like ikC that t t But Butwell well to fill some of the tire con contracts contracts contracts tracts made four months ago go at present prices of crude rubber would break Standard Oil more effectually than Kellogg of Minnesota Besides its now a question of which makers will get tires at all and beggars begg rs cant be choosers They are begging for tires any old kind of tires and since the rubber wont go round theres only one thing left the tire maker mak compound as best he can FLANDERS WAS W AS ABLE BY HIS PLAN to not nott only ensure the quality qu lity of tires with which all Studebaker cars carswill carswill carswill will be equipped but to so make the contract that we get first call on the output not only of Morgan Wright factory fac factory fa tory but of the two other big plants that constitute the Rubber Rubber Goods Company of America which gets 60 of all the crude rubber that comes to America WHAT WE CALL FOXY making contracts copt acts that are arc which provide for any change that may ma occur and at the same time t ne guarantee always alway the highest quality of materials We covered as we said before for five years on all at materials and on contracts such as that above described What other ther concern concern had either eith r the foresight or the capital c pital to io anticipate that far ahead WE VIE MANUFACTURE MANUFACTURE EVERY PART from the Pig Iron iron and the Steel Plate to the finished car carnot not only motors mot rs axles and all o other oher her mechanical parts but bodies and and storm fronts All are sold with ith the t e Studebaker r label car ar and its equipment Magnetos tires ires anti and radiators radi are matte mack mad by br specialists and v Y e ate are secured i t all contingencies in is the he same way wa as s ba on tires We V e r t o or r requirements and we get the best PRICES OF ALL MATERIALS MATERIAL Steel S e aluminum copper cop er erb b etc have advanced over OCr the prices pric s we paid pai for those t ose which we are re still working in the first cars bought 11 up to OU remember a G Gan panic an c prices in n the panic p times of 1907 1 Nearly now in iii hands of users Balance Ba nce will be finished about L 1st Mark that th t what hat sets the date After that we w will be working v on materials bought in the higher un lh market and still going up er cr ert t ftp fr NOW YOU UNDERSTAND If you have read the fore foregoing foregoing going goina carefully and thoughtfully why our competitors so tile tie confidently confident predict that the price of will to have hae ha be advanced adv trifle p t tIt surely e to and why we are just a doubtful about it ourselves It 30 PRICE P ICE WAS W A BASED B S D ON AN AI 8 B margin marGI mar in over over TIll time lul ul cost of making and distributing On the quantities s we e San r rm manufacture m and the rapid turnover of the invested capital of that satisfies us Just to show you the Company has ha lam lIn invested over three millions of dollars in factories and additions during the last year all made from front the of at c on sale of 30 cars and on the small margin quoted i 1 above of Ere BUT THAT MARGIN MAI WILL BE CUT INTO and seriously y Ii a u if rubber and other raw materials keep advancing as they r m have In that event it may be absolutely imperative that but the price advance and February 1st will tell the story Inter WHY YOU ASK Its a natural question Answer is is because we are determined so long as there is any of i f the slut that eight per cent left we will hold the price where it is i Never mind just why suffice it to say it is a very essential fue part of our policy of building for the th future the far future on n j t of this industry Wed 1 ed be perfectly willing to tell you 1 could we do it without also letting the other fellows fellow into our ro iJ plans You see they all read our ads how they I know what their next move ought to be r lien wel e ANYWAY WHAT WE PLAN TO DO But when all the margin has been eliminated by advance in tor price of materials we will either have to manufacture cars i at a loss or cut the quality use malleable castings and i c tern to cast iron crank cases and such other expedients as our rivals adopt to offset the difference between their facilities and ed ea In h ours and then cant reach our price within to I Of course neither of those courses would be considered slat NOW PLEASE REMEMBER WE HOPE WE WONT ti have to increase the price P rice If we were positive we v e would i o owed wed simply say so now and use less space But when an is ps t I the eight per er cent l rs s all gone why well add it again merit meth and that in m round numbers just about figures out l te added to the present price which as all the world knows Irac 1 is 1250 1260 f o b factory in Detroit magneto and five noire lamps included of course labia Ii HAVE HAYE WE MADE OURSELVES PLAIN to you Weve Veve 4 the thela e tried The facts stated above are open to easy confirma confirmation mini la t tion from any reliable source Some of Our Friends the Enemy will contradict them naturally And An dealers peek pa handling competing lines will also try to refute them them a a i naturally and for two reasons First self interest and sec second cc ond from ignorance of the actual conditions Any Stude Studebaker times i baker dealer can heap other facts on the above we keep their el a athe them posted the a THOMAS W LAWSON SAYS he can always throw the n wise ones off the scent t by a ludicrously simple device i i t ce just telling the truth right out in print Whether he does fist fistor n or not is is beside the mark markwe we know its good advertising l land as au auas philosophy Theres a certain type trpe of man who discounts td everything he sees in the advertising columns Others and t tore l st they were the kind that got dot ot last season se so when r of thousands had to go without know how to discriminate fel el eland and these accept Studebaker advertising at par mamo WHAT IS OUR OBJECT IN THIS AD Own up now 5 youre puzzled I f Arent you Is it to induce orders for it immediate delivery or to distribute them over a longer period so we can deliver to better advantage Which Or 1st both Or Do your own interpreting Therell be t 11 enough of both classes to suit our purpose Which will be bethe l g the wiser for each reader to figure out for himself Weve told you plainly if enough readers doubt perhaps that will best suit our purpose I b bIF by a IF WE KNEW OURSELVES whether or not the price puce of t la lathe or r the would advance February Feb ry first why the would be easy In fact there would be no problem But we dont 1 Op 1 We Ve cant afford to advance it without due notice be fair 0 c according to our ideas of things So weve had to content ourselves Coo G s with telling you OU the facts as we know them to date and let kt each reader steer his own course according to his lights k Ira t tWE WE ARE MAKING FIFTY CARS A DAY DA Y NOW EM lion Fao alone Each |