The Washington herald., 1914-01-11
.APPERSON AUTOMOBILE
MACHAIVCALLYPE
W. R. Emerson. Agent. Explains How
Jack Rabbits" Are Built on
Latest Improvement.
RESULT. OF THOROUGH TESTS

do automobile purchasers buy intrinsic
values or featurers" asks Mr.. w. r.
Emerson. head of Emerson & ormc.
agents for the Apperson Jack Rabbit" !"
f"The automobile must be listed among
the seven modern wonders. Those who
have been with II s.lce its initial year
can truly appreciate the almost mirac-
ulous growth and development OF the au-
tomobile and the industry at large. The
advancement. has gone by leaps and
bounds until today one would not rec
ognize a vehicle of q decade ago as be-
ing so closely allied to the present mod
ern vehicle.
"Aiong the same line can be considered
the building and selling of the automo-
bile. The plans and schemes to attract
the buyer have undergone the same radi-
cal changes. and today the question Is
with the automobile manufacturer. has
the automobile purchasing public reached
a point where features novel equipments,
&C. are given primary consideration and
the essential. vital mechanical factors
secondary Importance?
Some manufacturers believe the public
Is now buying the novel features and
conveniences-not proved. tested mechan-
ical values. This Viewpoint is reflected in
the advertising of the manufacturers.
The novel features are given wide pub
licity. Statesmen talk these features.
Thousands of cars are sold because of
these new and improved features
II believe voice the opinion of the
Apperson brothers that despite the ex-
tensive publicity campaigns setting forth
features on cars. the majority Of pur-
chasers Of automobiles buy mechanical
perfection and excellence, In preference
to equipment of the superficial and un-
tried type.
This opinion is found in the personal
experience OF the Apperson brothers for
the last twenty years in the automobile
field. The proof lies in the growth Of
the company, and the yearly increase Of
sales In every part Of the country.
ITO explain this one must consider
when the Apperson brothers began build
ing automobiles. they had one central
dominating thought. That was to make
cars that were mechanically perfect
They wanted to create each mechanical
and vital part SO that when IL proved
Itself to be the best and most conductive
to reliability. durability of the unit car
IL could be standardized.
AFTER ten years of progressive build
ing.' they achieved what they claim to be
a mechanically perfect car. Many OF the
vital parts, their construction and loca-
tiOh' HdNc Dtth duOpttu uN COtnpetilOrs.
The company recognized their merit a
long time ago.
Although the company always kept up
to the times in motor-car equipment and
put on cars the features that seem to fit
the automobile purchasers demands,
they have always remembered that, log
ically, this was a secondary matter.
Beautiful clothes are admirable things
but the big thing Is the human. and the
vital things are the heart and lungs
That was the company's contention in
automobile building.
They wanted the vital insides' right,
and have made them right. The public,
they found. bought Apperson cars be-
cause Of their proved mechanical perfec-
ton.
For the last ten years the factory has
turned all its energy toward refinement
They have worked toward an ideal in
motor-car design. The mechanical parts
were perfected and standardized the first
ten years.
"A few years ago. when they felt con-
fident that their arguments and demon
strations would always sell their cars,
they took a radical step. They decided