The Birmingham age-herald., 1913-04-13

4 to build, and that you knew you could sell.
s THAT IS TO SAY light touring of about % horse
power made so well the maintenance cost would be
little less than any other car the market;
that would look the part; act the part; and yet
sell in the neighborhood $500.
/ THAT WAS ABOUT THE PRICE you set-wasn't it,
YOU'VE ASKED for that kind of car, insisting that it
- be the wouldn't feel he ought to leave iii
B@R the alley so the neghbors wouldn't see it!
! A CAR FOR THE KIND OF OWNER who wants his
moneys worth in looks well performance, and
who doesn't to be pointed out who bought
the cheapest
SUCH BUYER you've told us, would pay few dollars
to have that worth more than the
difference
YOU'VE KNOWN that there were only two or possibly
three concerns in the world that could make such
- at such price. Millions of capital, and plant
equipped with special 2utomati, machines through
for making every last part of the car, are nee
essary.
AND DOUBTLESS TT HAS occurred to you that the re-
organized Maxwell Motor Company in ideal
position to produce such car-havng the capital,
the plants the organization clean slate That
is to say plants ready for the work cid 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 didn't want to start a
stampede of buyers until ready to supply
the cars But you can't send test all over the
country-as we had todo to prove up this product to
satsfacon--without starting trade gossip.
And trade gossip goes fast and far 1t isn't always
accurate, but it goes just the
WE ARE STILL DETERMINED to withhold all detailed
specifications and the real price from the public
we are TO few nd
at least until demonstrators the hands of our
dealers.
PAST EXPERIENCE with stampedes of the kind that
will certainly when the features of this
generally known, teaches that our plan is right.
BUT MEANTIME and here's why publishing
this ad to dealers-the information is leaking 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 biggest great
est thing this organization has done-and you
know the men who comprise the Maxwell organiza
tion of designers, production, sales and advertising
experts-from Mr.. Flanders down--have done the
biggest things that have been done in this in
dustry.
WE WANT TO START RIGHT. We want to select the
best dealer in each town--the one who has the best
standing locally, and the kind of fellow who will take
hold OF this product not for day. but for his whole
future-to go along and stay with while we both
make money and at the time giving the buyer
more for his money than he can possibly get else
where.
IT'S A QUANTITY PROPOSITION and when YOU see
the car you'll say it is permanent proposition
THAT'S WHAT YOU'VE BEEN LOOKING FOR
that's what we've been aiming at in producing this
Coupled with our $1085 ss35-4' and our $23jO
50-6 here's the greatest line in the world-and any
maker who tries to compete either in quality price,
will have to go
NOW HERE'S WHAT INTERESTS YOU at this
moment We can't very well refuse to sign up with
the other dealer who comes from your territory We
appreciate his coming-it shows he is the alert.
That's always good sign.
BUT HE MAY NOT BE THE BEST man for us to tie to
how going to know unless YOU come and
tell us?
50 WE DECIDED to tell all dealers that we are ready
to contract for these 25's well as the 35 and the
rest Of the line
WE'VE ARRANGED to have all our District Managers
in Detroit this week (April to 19) It will be the
first glimpse they've had at this 25 car themselves
and YOU may imagine they ara nc aarer to see and