The Detroit times., 1913-04-14

Only and Onl
YOU'VE BEEN HOPING and praying for years for
the kind of you thought some big manufac
turer ought to build, and that you knew you could
THAT IS TO SAY, light touring of about rs
horse power made so well the maintenance cost
would be as little or less than any other
the market; that would look the part act the
part; and yet sell in the neghborhood of $500.
THAT WAS ABOUT THE PRICE you set
wasn't it,
YOU'VE ASKED for that kind of car, insisting
that it be the owner wouldn't feel he ought
to leave In the alley so the neighbors wouldn't
A CAR FOR THE KIND OF OWNER who wants
his moneys worth in looks well perform
ance, and who doesn't to be pointed out
one who bought the cheapest Car.
SUCH A BUYER, you've told us, would pay few
dollars more to have a car that was worth more
than the difference.
YOU'VE KNOWN that there were only two, or pos
sfhly three, concerns in the world that could
make such car at such price Millions of cap
tal. and plants equipped with special automatic
machines throughout for making every last part
Of the en-, are 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 organization
and clean slate That is to say, plants ready for
the work and no old models or material in
course of construction.
AND, YOU'VE HEARD W1ISPERINGS that
that was the sensation the Maxwell Motor
Company had up its sleeve.
WE'LL, WE HAVE-and we've tried to keep the
details from getting out because 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 satisfaction
without starting trade gossip. And trade gossip
goes fast and far. It isn't always accurate, but
It goes just the
WE ARE STILL DETERMINED to withhold an
detailed specifications and the real price from ~.
public until ready to deliver 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 when the features of
this car are generally known teaches that our
plan is right
BUT MEANTINdE-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 RIGFIT-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 organisation of designers production
sales and Advertising experts-fronn Mr. Elan
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 who
has the best standing locally and the kind of fell
low who will take hold of this product not for
day, but for his whole flxture-to 20 along and
stay with us while we both make money and at
the Same time giving the buyer more for his
money than he can possibly get elsewhere.
IT'S QUANTITY PROPOSITION and when
you see the Car you'll say it is permanent prop
osition.
THAT'S WHAT YOU'VE BEEN LOOKING FOR
that's what we've been aiming at in producing
this car. Coupled with our ST OBS 1854" and our
$23s0-50-6, here's the greatest line in the world
and any maker who tries compete, either in
quality or price, will have 60 some.
NOW HERE'S WHAT INTERESTS YOU at this
moment. We can't very we'll refuse to sign up