River Falls journal. [volume] (River Falls, Pierce County, Wis.) 1872-2019, 1911-03-30
Just arrived. A
new line of Sta
tionery. Box
papers and tablets.
FREEAMNS' DRUG
STORE.

From purely economical point
of view, low cost of upkeep will fol-
low if the automobile is light of
weight. The tenets of economy are
ostracised by the average mar when
he goes in quest of an automobile
Result: Disappointment" THE
automobiles who puts his money
into an automobile that will go fast,
very fast, indeed, on a level, hard
road, with relatively heavy
chassis, meets his Waterloo when
he comes to a long, steep hill"
Understanding what is good for a
lean pocket book is what makes the
prudent, practical person.
The above article referred to
makes it's comparisons by the
weights of cars on the basis that,
as you will see, 3000-pound car
is not three times as strong but has
three times the strain of 1000
pound car, consequently it has only
one-third the endurance of the light
car of the same design and ma
terial.
If this had been comparison be-
tween heavy type cars with large
quantities of cast iron and the Ford
vanadium steel car the difference
would be greater still.
Automobiles, like other articles
that have come upon the market
with rush, have come in a promis-
cuous way and will, like other ar
ticles, be placed in their proper
spheres by the public, according to
their adaptability for requirements.
The first automobiles were used by
the rich as fad, now they are be-
coming common necessity OF civ
ilization.
There are only two types of cars
the heavy type and the light type.
These will always exist. In proper
ton as the $500, 0OO-residence re-
quires a massive carriage, a fine
team of horses with locked tails,
and with driver and footman in full
livery instead of the lighter rig, so
it will always require massive
YoOI0;Io of N ~ n Ia +ho s,,dsootoc
from $5,000.00 to 81, 100000 to be in
keeping with it's surroundings, and
be practical on paved streets with
speed limit of to Is miles an hour.
The business man, the doctor, the
tourist and the country roads will
demand the light type car for gener-
al and practical use. Just imagine
several thousand pounds under
rapid motion being turned in its
course with nothing more subStan-
tial than sand or mud to keep it
from leaving the road and taking
the ditch. Just imagine 5000 to
5000 pounds of vehicle for 600
pounds of passengers on billy,
sandy or muddy country roads,
against 1200-pound car for 600
pounds of passengers. The extra
burden, expense, labor, reduced
efficiency, reduced strength and
life of the heavy car will all be fac
tors in the public mind as the pub
lie becomes educated. Very great
changes in the automobile business
will come very soon. 1t has already
been we'll started as is evident by
the fact that the car representing
the light type is Ford and every
fifth car sold is a Ford. The very
word Ford means power, strength,
completeness, simple
ity, activity, reliability, easy hand
ling, safety and all that goes to
make an outing pleasant and a
business man feel confident.
The Ford is the vanadium steel
car, the light type car, the light ex-
pense car, the practical means car
and the pleasure seekers car. We
are pleased to demonstrate all these
qualities with the car itself on the
roads you expect to travel, at the
safe modest speed you expect to
drive when on bad roads, and will
give you double the speed that the
law allows if you want tall on
high gear, eliminating gears, lever
handling, jerks, jars, rasping and
grating of cog-wheels and the bal
ance of the unavoidable expense
and labor of the heavy type cars.
Remember that the Ford" means
all the parts of car that is in gen.
eral use, such as top, windshield,
speedometer, magnetic, headlights,
etc., that most of the heavy type
cars call extras, for which you have
to pay extra, and don't forget that
Ford" means the same relative
completeness in performance.
The price of the Ford Touring
Car is $4,000, The Torpedo Run
about $72500 and the Open Ran