The Lexington intelligencer. [volume] (Lexington, Mo.) 1901-1949, 1914-06-05
and Pity It's
There Are No Restrictions
On Advertising Vocabularies

over every detail of mechanism and finish; made all
the promises that a knowledge of the car and how it
is made will warrant
L WE COME BACK to the one clnching
argument: "And Lczier cars STAY good"
THERE'S NO MoNoPoLY of language-no restric-
tons on the use of superlatives. But our folk feel that
there is one expression that is peculiarly the property
Of Lozier salesmen-and that is that simple but
tremendously significant phrase, "Lozier Cars STAY
Good"
SOMETIMES WE WONDER if the buyer gets the full
force of the sentence. There's more of the staid than
OF the spectacular in it--and at times we wonder if
the lurid promises of others may not obscure the
more profound reasoning of that STAY Good"
BUT IT is ONLY M-oMENTARILY-for we have
ample proof that while some buyers do run after false
gods, the more discriminating are not misled-they
continue to buy Loziers and to sell them to their
friends That's why our advertising and sales expense
is 50 small-Enthusiasdc Lozier owners, from 1904 to
1914, constitute the real Lozier sales force.
IN STRICT CONFIDENCE we will admit that, for a
time, there was some question in the minds of some
Of US as to whether the Lozier clientele would accept
car at $2lo0 and feel sure 1t possessed Lozier quality
throughout.
1T WAS MOST GRATIFYING to find that the public
confidence in Lozier was such that our statements re-
garding that product were taken at par from the first,
and orders came in months before we could deliver
the cars.
tina D WAS MADE in response to an insistent
demand for a Lozier at a price around s2ooo'-just
as, a year previously, we had made the Lozier Light
Six in response to a demand for a quality six at a
reasonable price.
AFTER CAREFULLY cANvASSING the situation we
decided that, il we could be certain Of a market for
not less imam 4,OUU cars per annunl, and II the PUBIC
could diHerentiate between a quality four and a
cheaply made six of similar capacity and about the
same price, then we could make such a car and sell it
at about that figure.
BUT IT MUST BE A FoUR-it could not be an 100 per
cent Six, made as it must be made to carry the Lozier
name-plate, and sell for less than the Lozier Light Six
now sells for-$3250.
AND 1T WAS DETERMINED that, under no circum-
stances, must the Lozier standard of quality be low
cred.
YOU KNOW THE DEFINITION of Lozier Quality of
course. Uniform excellence throughout-not goodness
in spots.
so WE DECIDED to build such a model, build it the
Lozier way and, in anticipation of the quantity de.
mand, we set the price at $2100, confident that, should
it later appear necessary to increase the price, the
buyer would willingly pay it. But it has not been
necessary. Our estimates both Of costs and OF the
demand and the low selling cost have proven right.
"HCW WAS IT POSSIBLE" you may ask. Why simply
by adopting the Lozier plants and applying to the
making OF high grade cars, the same advanced meth,
eds CT manufacture-efecting the same economies and
attaining the same effciencies that have made possible
the wonderfully good, wonderfully durable small
American cars.
WHY EoULD NOT A CONCERN like Lozier manu-
iac;ure and market its product as advantageously as
makers Of small cars-speaking relatively Of course'
N WHY SHOULD WE c divide the saving Wit
TIE huyer2 1t is not only good business ethics-its
sound business pracdce-for the lower price creates the
greater demand, which in turn makes the price possible.
H LCZIER POLICY H. MADE GOOD-there is
no longer any question about that
MEN, TEN TIMES M~ILLIONAIRES, have bought that
S2lO0 Lozier ~Four-proof that such a car appeals not
only 10 those whose limit is around SZUUU, but that
it appeals still more strongly TO the man who knows
values and regulations and, regardless of his means,
insists on getting full value for his money.
SUCH MEN LOOK more carefully to the men and the
policies back Of the product than to the product itself.
That is shown by the fact that the FIRST three months
output Of the Lozier Fours were sold before they were
made and in many cases to persons who had never
seen or ridden in a car Of that model. They knew
Lozers, though.
THE BUYER SHOULD KNOW that when he buys a
car from a concern whose history has been one of fire.
quent changes of model, of policy, Of religion, he gets
a product Of questionable value when new-and one
the value Of which in the used-car market will depre-
ciate rapidly.
WHAT is H DIFFERENCE between a manufacturer
who says, in effect: Our last seasons model was not
such as TO justify its eontinuance-but our new model
is a wonder-whats the generic difference between
him and the street hawker who changes corners daily
so as not to meet his customers Of yesterday
READ Mr.. JOYS LETTER AIN tells the story.
DOESN'T PRUDENCE DICTATE then that you should
buy only from a concern of known standing and whose
policy has been so right from the first that it has been
consistently adhered to7
YOU BUY A LoZIER you know that you have
a car with a reputation second to none back of il. And
above all, you know il ii bears the Lozier name-plate,
it is of the family Of cars whose greatest distinction is
they STAY good"
AamTRR