Atlanta Georgian. [volume] (Atlanta, Ga.) 1912-1939, 1913-04-13
This AID Is For Automobile Dealers OnIy-and Only
the Live Ones

TnC LIN
YOU'VE BEEN HOPING and praying for years for
the kind of car you thought some big nanutac-
turer ought to build, and that you knew you coulo
SELL
THAT IS TO SAY, light touring car OF about 20
horse power made so well the maintenance cost
would be as little or less than any other car on
the market; one that would look the part; act the
part; and yet sell in the nelghborhood OF S/OU'
THAT WAS ABOUT THE PRICE you set
wasn't it?
YOU'VE ASKED for that kind of car, insisting
that it be one the wouldn't feel he ought
to leave in the alley so the neighbors wouldn't
see it!
A CAR FOR THE KIND OF OWNER who wants
his moneys worth in looks as well as perform
ance and who doesn't to be pointed out as
who bought the cheapest car
SUCH A BUYER you've told us, would pay few
dollars more to have that worth more
than the difference
YOU'VE KNOWN that there only two or pos
siby three, in the world that could
make such a Car at such price. Millions OF cap
ital, and plants equipped with special automatic
machines throughout for making every last part
of the car, necessary.
AND DOUBTLESS 1T HAS occurred to you that
the reorganized Maxwell Motor Company was
in an ideal position to produce such a car-hav-
ing the capital the plants, the organizdton-
and clean slate That is to say, plants ready for
the work and old models material in
of construction
AND, YOU'VE HEARD WHISPERINGS that
that was the sensation the Maxwell Motor
Company had up its sleeve.
WELL, WE HAVE-and we've tried to keep the
details from getting out because we didn't want
to start a stampede of buyers until we were
ready to supply the cars But you can't send test
cars all over the country-as we had to do to
prove up this product to our own satisfaction
without starting trade gossip. And trade gossip
goes fast and far. 1t isn't always accurate but
it goes just the same.
WE ARE STILL DETERMINED to withhold all
detailed specifications and the real price from the
public until we are ready to deliver a few thou
sand cars-or at least until demonstrators are in
the hands of our dealers.
PAST EXPERIENCE with stampedes of the kind
that will certainly ensuc when the features of
this car are generally known teaches that
plan is right
BUT MEANTIME-and here's why we are publish
ing this ad. to dealers-the information is leak
ing out; dealers are coming to Detroit wanting
to contract
THAT'S ALL RIGHT-but we want to start right
with this proposition. It's going to be the big
gest, greatest thing this organization has ever
done-and you know the men who comprise the
Maxwell organization of designers production
sales and advertising experts-from Mr. Flan-
ders down-have done the biggest things that
have ever been done in this industry.
WE WANT TO START RIGHT. We want to Sc
lect the best dealer in each town-the one who
has the best standing locally, and the kind of fell
low who will take hold of this product not for a
day, but for his whole future-to go along and
stay with us while we both make money and at
the time giving the buyer more for his
money than he possibly get elsewhere.
IT'S A QUANTITY PROPOSITION and when
you see the you'll say it is a permanent prop
oston.
THAT'S WHAT YOU'VE BEEN LOOKING FOR
that's what we've been aiming at in producing
this car. Coupled with our S1,085 1854" and our
S2,350-50-6, here's the greatest line in the world
and any maker who tries to compete either in