The Detroit times., 1913-04-28
MACHINES MUST
SHOW MERITS TO
EXACTINC USERS
Ii Is Wise to Look Up Expe-
rience of Others, Says Sales
Manager Owen
EXPERIMENTS ARE
VERY EXPENSIVE
Representative Companies Must
Make Good Product or
Face Failure

This is the season oi automobile
buying. Thousands OF cars are being
bought and delivered each week and,
IT seems TO me, the greatest problem
which confronts the buyer al this
time. is. not how to get car, but how
TO select the right car" says Percy
owen, sales manager OF the Chalmers
Motor Co.
Buying the right car is a matter OF
observation-disclosures your own or
someone elses doesn't matter But
unless satisfactory experience Is back
OF the car you buy. you cannot expect
satisfaction In your own case.
Since buying motor car experience
is pretty expensive. IL Is usually wise
10 look up the experience OF others
who have used cars for one or more
seasons. especially those who have ex-
perimented with several different
kinds of cars
You might buy a pair OF shoes or
a collar. say. and II you didn't like
the first model II would not cost you
much TO try a second II that didn'r
wear you could get third, or a
lNHi ~ VI HAths anu inv hott UAptii 4
ment would cost at most only few
dollars. But IL takes a very rich man
10 experiment with automobiles, buy
ing car after car until he gets one
that satisfies in respect 10 appearance
comfort. economy. convenience and
durability.
Many automobile buyers do exper
iment-not because they want 10 and
not because IL Is necessary. but sim
ply because they have not taken the
| trouble to look up the experiences OF
others
Il want TO give few simple rules
and each OF them is backed by rea
experience-for use in selecting a mo
tor car.
In the first place, never buy G
cheap car. BY cheap. | do not neces
sarily mean low in price. though uI
to certain figure, price usually indi
| Gates the degree OF excellence in {
| motor car as in any other article.
You know that you canont buy {
| we'll tailored all-wool suit of clothe.
as cheaply as you can get a ready
made semi-wool suit. The same rul,
applies to motor cars.
"A really high quality car costs &
few hundred dollars more than
cheap car. but the difference in vau,
Is much greater than the difference
In price. That few hundred dollar,
extra. spread over a large production
| enables the manufacturer of the high
| er-priced car to use materials and re
| hnements which are impossible at III,
| lower price. SO my advice Is to pa,
the difference and get a car which
you know is right
My next suggestion is. do not Il
TO the other extreme. Do not paw
lot OF money for superficial luxuries.
There are few cars which ar,
built under such conditions and IL
such quantities that they ofYer tn,
| maximum motor car value. They ar,
high enough In price to insure tn.
best materials. the latest features
but they are standardized in manufac
ture and Suilt in large enough quaint
| ties TO guarantee the minimum cos
| for such quality Anything you pay
| above the medium price OF these car.
| Is chiefly for pure luxuries--which ado
| nothing to the comfort convenience
or reliability OF the car
Having decided on two or three
cars which approximate the price anc
quality YOU seek, next look 10 ths
| companies behind the cars.
| Look charity al the assem- b lee