The times dispatch. [volume] (Richmond, Va.) 1903-1914, 1914-03-15

CAN PURCHASE CARS
AT SMALL PRICE:

There is a great by-product of the
big automobile industry that the gen
eral public has not heretofore taken
serious cognizancc OF. hut which, with
facts fairly considered. is the means
of giving to hundreds an opportunity
to purchase real fine automobile at
surprisingly low cost.
This opportunity is present TO those
who desire TO own an automobile, but !
who do not want to purchase new
car OF certain price, possibly be-
cause L is not large enough or various ,
other reasons. by investing anywhere !
from 5000 to $1,000 in what is generally
known as II secondhand reclaimed car /
AS "A matter of fact. the average re-
claimed car is nothing more or less
than very fine automobile right in it's
prime of life and with only 10 per cent
OF it's real energy used.
III tho garages of tho reputable au-
tomobilc dealers OF this city to-day ex-
pert mechanics arc putting into first
class shape by overhnuline, putting on
new coats of paint, new tops. fore
doors. etc. sono OF tho best automo-
bile buys that could be offered to
the public. Many of those machines
have only been run from 5000 to 5000
miles They arc in better shape than
when they left the first automobile
dealers hands, unfoundcd statements
that their sale is not d ready one not
understanding
Heretofore the automobile manufac-
turer with his organization has only
given serious attention to the manu-
| facture. sale and service or new auto
mobiles. But nowadays the real wide
awake manufacturer is branching out
further. giving tic automobile business
general scrutiny
In this connection J. j. Cole. presl-
dent OF the Cole Motor Car Company.
! indianapolis, Ind. originator Of tho
standardized Cole. has been giving the
used car question serious considera ton.
believing that the dealer who puts his
reputation behind - used car that he
dispoScs Of, knows tic value is there.
but is not thoroughly able to convince
the purchasing public
Mr.. Cole knows we'll rs any one
else familiar with facts in the auto
mobile industry that There are numcr-
Gus good buys" in nearly every repu-
table automobile dealers establishment
in this city. He is aware that il the
| public knew of the value, from the SER
| vice rnilc standpoint that Is in the vast
majority of these cars. that there would
bc great number OF people who de-
! sire to own au automobile. taking ad
vantage of tn, situation that is only
waiting for them to Grasp.
In his arguments. Mr.. Cole points out
that there are approximately 100000
automobiles built annually. Automo-
bile statisticians figure that tho life OF
a good automobile Is between $4,000
and 100000 miles, reliable and smooth
running. The statement is being
proven daily, for there are any mum
| her OF 1910 automobiles running in
| numerous parts Of the country that
! nave from 10000 to 10000 miles on their
! Specdometers and to-day arc good,
| smooth running automobiles giving cx-
! cellent service.
The average user drives his automo-
! bile about 1000 miles annually. At tho
end OF that 1000 miles. pressure from
the family circle and personal pride on
/ tho part OF the owner impels him to
/ turn his old car into the retail dealer
| for a new automobile.
This car then is generally classed in
automobile slang as Il piece Of junk
! when. as Il matter of fact this automo-
! bile has only really started out to
! cconoinically and successfully perform
| tho real work of its life.
II Il Cole automobile dealer gets this
automobile, he turns ii over to his
| expert mechanics. Al n small cost
| maybe $50, 1t is put in first-class shape
and then put in the used car department
| for sale.
lust because there is slang phrase
/ "a piece Of junk the automobile buy
| ing public shys away from the best mo-
| tor car bargain il is possible to get
| 1t has been said that If it was left en-
! trcly to the woman to buy the ear. she
would use her bargain instinct and get
| thts great value. The used car having
| been properly worked In, its mechanical
whims corrected ~ the expense of the
| first owner, the new owner of this used
! car has small operating expense and
has entirely eliminated the shrinkagc in
value.
| In Mr.. Coles analysis OF the used
car problem. he cites case of an auto
| mobile dealer who had seventy three
| used automobiles. either in process of
oNerhaulue or ready for sale
The dealer was asked to figure q con
scrvatiVc estimate of the number OF
service miles left in these seventy-three
! automobiles. lie made it low 100000
service miles His total investment in
| the scVentythree cars was $4,000.
| rho original cost of these machines he
| figured al sl50.000. The depreciation
| which the original buyers of these
! automobiles had stood on the entire
serenty-threc cars was approximately
! $4,000 or 50 pcr ccnt of the original
| cost
! President Coles analysis shows that
/ II rs here the great discrepancy occurs.
| AID which is of tremendous interest to
| the automobile industry. While these
| cars had suffered Il depreciation of an
proNimatcly so per cent, there had not
! been expended TO exceed 10 per cent OF
! the actual number of service miles of
| which thcso cars were capable. This
| therefore, constitutes the great unreal
| lied by-producc of the automobile In
| hustry. The amt OF measurement
| whereby the value OF all automobiles
| Ia determined is the scrvic. mile
We have heard a great deal OF talk
| about the solution OF this used car
| problem. says Mr. Cole. I'VE realize
| that no man ever Wore out a good auto
mobile. we realize that after a car has
| been turned in as u used car 20 one
/ OF our representatives,. that not to en-
/ coed 10 per cent OF its possible efici-
| cncH has been lost. We also realiZe
ciency of a good used motor car is vast
| IL more valuable To the man who wants
a motor car, mainly for actual trans
portation thau the original value OF one
/ of the new cheaper cars.