Los Angeles herald., 1910-02-13

Automobile dealers of Los Angeles
are interested in the recent change in
the business of the Schwaebe- Atkinson
Motor company, Captain Atkinson re-
tiring from the concern and the busi-
ness being reorganized as the Premier
Motor Car company, with l.. II.
Schwaebe as president and manager.
In honor of the event Mr.. Schwaebe
will open for business for the season
of 1910 in a handsome new garage
which will he completed according to
his ideas and plans at No. 1127 South
Olive street about March l.
The new company will have a hand
some display of the Premier cars, show
ing the most approved models at the
licensed automobile dealers show at
Fiesta park, February 10 to 26. This
promises to be one of the star attrac-
tions of the big show, as Mr.. Schwaebe
never does anything by halves, and
the Premier naturally occupies a po-
stion first in rank among motor cars.
Not only in quality, value and con-
sistency, but first in records made in
Americas severest and most decisive
reliability contests-the Glidden tours
of 1907, 1908 and 1909; the famous
Wilkes Barre mid-winter endurance
run, the Standard Oil fuel economy
trophy competition and others. The
Premier car having proved itself first
in rank among all competitors, and the
1910 models being shown by the Pre-
mier Motor Car company at auto show
and at the garage on Olive street, are
much talked of automobiles.
The Premier is a big thoroughbred
car of superb service, and the man of
affairs who owns an auto for pleasure,
health or recreation can do no better
than to thoroughly investigate the
many advantages of this car. The
Premier is flexible, easy-riding, fast
moving automobile, with the long,
graceful lines and refined finish that
attract the lover of the high-class car
built for all purposes; this car Will
stand all one cares to give it in com
petition with the best of the leaders,
and many of these cars in use in Los
Angeles and throughout the country at
test their popularity. The Premier
gives that perfect response to control
that delights the driver, is easy to
handle and quick to get around in; is
standard car in every respect, in
fact, is a high-class motor vehicle at
a moderate price, which thousands of
people need in their garage. This car
the 1910 model, is the response to the
demand for strictly high-grade auto
mobile that in efficiency, style, power,
durability, ease of control and beauty
of line and finish will hold its own
with the most expensive machines
built. The 1910 Premier cars show to
the world that splendid high-class
motor cars can be built and sold at
low cost, and the best evidence of this
fact is that, although the makers have
greatly increased their facilities, they
can hardly begin to supply the demand.
This unquestionably indicates that the
trend of public desire is toward the
low-cost, high class car-in other words
the Premier.
Through special arrangements made
by Mr.. Schwaebe while on a recent
visit to the Premier factory, he is in
position to take care of his Southern
California trade to the best possible
advantage, and at the new garage the
company is now showing cars that at
tract the consistent attention of the
wise automobile owners.
To display and show the Premier
cars to prospective customers, the new
home of the Premier Motor Car COM
pany is being especially built and
equipped. To handle the growing trade
in that careful and progressive manner
that has gained for Mr.. Schwaebe such
an established reputation in automo-
bile circles, he designed a modern
garage of the old Mission effect and
style of architecture with a large -ex-
hibition room facing Olive street and
large garage and storage room in
the rear, the entrance to the garage
proper being made through a driveway
on the right. Here the Premier car
will be seen to the best adVantage