The Detroit times. [volume] (Detroit, Mich.) 1903-1920, 1915-03-08
FARMER IS
GOOD BUYER
Moderate Priced Car,
Speed and Durabil-
ity Wanted
~ L. }. oLLIER,

~~~s "sb&b~fg otbocboHcT SOFpoTd-
ton, Detroit
While naturally the automobile as
a new means OF transportation made
Its frst appeal to the people OF cities
and towns. II Is surprising how
quickly the rural districts have
taken to these vehicles propelled by
gas engines. The first antagonism
engendered by the frightening of
teams was to be expected. All the
time, however, the farmer was con-
sidering how he could put the auto
mobile to work. This Is the strong
point OF the man In the rural dis
trfcts. He wants things that have
utility.
This consideration OF utilitarian
value makes the farmer a more care
full buyer than Is his city brother.
His eye Is never held by non-es-
sentials. Having gone over a situa-
ton till he thoroughly understands
II, even before he begins to make
inquiries Of a dealer, he is In a posi-
ton to get q dollar Of value for
every dollar he spends. 1t is this
cautiousness which Is in part re-
sponsible for the great demand for
Studebakers In the country.
Studebaker did not start it's auto
mobile industry for farm purposes.
The intention Of the corporation was
carried out when a car up to Stude-
baker standards was produced In
such quantities that the price could
be made moderately low. It came
about, Of course, that the very name
OF Studebaker was sufficient to In
terest people from one end of the
country to the other. because of
their previous experience with
Studebaker vehicles. This class In
cluded many farmers.
The cautiousness OF the farmer for
investigating before investing causes
him to demand that tho car he buys
contain certain features which are
essential for the successful opera
ton OF machine In the country. In
the first place. the farmers car
must be uniform In strength. There
must be no undue wear on any one
or more parts in operation, or no
inherent original weakness such rs
a poorly mounted motor or uneven
distribution Of weight. The auto
mobile Is more than a pleasure We
hicle for the farmer, and 1t must be
always ready for use Just as is a
plow or harrow.
Being always ready for use pre-.
supposes a machine that requires
practically no adjustment or repairs
This In spite of the fact that
weather and road conditions must
not be considered. His machine has
to work when the self-starter turns
over the motor just as his power
driven churn must work when the
motor starts.
Replies to inquiries sent our deal
ers in small towns and villages dis.
closed the fact that farmers are in.
fluenced by lightness of construc.
ton, but insist that It must not be
gained by sacrificing strength. They
shrewdly see that the lighter a car
the smaller is the cost OF operation
less gasoline and fewer tire re
newals. AS you know, Studebaker
uses more high-grade steel In a car
than does the manufacturer OF the
highest priced American automobile
In the latter case the car 10 made
for wealthy people who think moth
ing of expense. They have no OBJ
lection to the operating cost of an
extra-powerful motor to pull several
hundred pounds unnecessary weight
This weight II would cost money "a
eliminate. It would mean adopting
the expensive Studebaker drop forg
ing process. In our factory we are
able to use this process and keeI
down the cost because of our enor
nous production.
The farmer lives q number o.
miles from town. He must not only
get there quickly. but he must bs
sure that he will get there when ht
starts. This makes the motor al
important consideration. Power Il
now used so extensively on the farm
that the farmer cannot be foolet
when he goes into this phase o
automobile construction. He wants
his cylinders cast en- bloc for &C
icurate alignment, and his motor I,
be of the modern long stroke. small
bore type. His self-starter must b.
run by a quiet roller chain AM
sprocket, stationery. except whel
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