Daily capital journal. (Salem, Oregon) 1903-1919, 1915-09-11

WE FEEL WE MUST EXPLAIN to our more inteli-
gent readers why and how is possible place such
cars in your hands at such unheard of prices
FOR WITHOUT THAT EXPLANATION without
reasons so logical they must satisfy you-you could
not accept these values genuine.
OF COURSE THE PRICE ALONE would not aston
ish-might not interest you. For price
taken by itself indicates nothing to the intelligent
buyer.
BESIDES YOU'VE BEEN SURFEITED with an
nouncements of big at little prices s-this year
more than ever before
MOST MAKERS SEEM TO HAVE lost their heads in
the fierce battle of price competition. As result
you've price reductions that think must have
indicated to your mind clearly one of two things
either that the value not there last seOson
or couldn't be this.
SO MERE PRICE-EVEN THESE sensational new
REQ prices-woud interest you only mildly if at ALL
BUT KNOWING AS YOU DO, REQ standards of
excellence in materials and manufacturer knowing as
you do the REQ reputation for making only cars of
sterling quality; knowing and estimating as you will,
keo integrity in selling well as nmakng, you must
marvel at these prices
FOR TAKEN, WITH THE QUALITY of these two
famous REQ models, these prices represent verify
believe, the greatest values offered in an auto
mobile.
BOTH REQ MODELS REQ the Fifth "The Incom-
parable Four" and the REQ Six-have long since
passed the experimental stage. Both have been
tried and provenand not by factory testers, but by
thousands and tens of thousands OF owners and in
every land.
1T WASN'T NECESSARY either to improve the
quality or to reduce the prce-except that it is and
always has been the REQ desire to give REQ buyers
greater value than could be obtained elsewhere and
lust as much more as greater experience and su-
perior facilities could give.
BUT 1T WAS POSSIBLE-and that was sufficient.
A COMBINATION OF FACTORS conditions
that are, we believe, unique with REQ, made these
prices for these quaty-cars possible
NO; PRICES OF MATERIALS had nothing to do
with it-prces of no important materials are lower
while prices of many are higher now than year ago
ONLY WAY COST OF MATERIALS in a can be
reduced this year is by reducing quality OF materials
using inferior substitutes
YES; THERE is ANOTHER WAY-the simple
expedient of reducing the amount OF materials In
other words, reducing the weight OF the car.
FOR TITS A FACT THAT YOU CAN reduce the cost
of an automobile twenty-five percent by simply cut
ting the weight down that much. Some do--to the
danger point we believe
REQ CARS ARE LIGHT CARS-but not light to the
point Of fimsness. They as light as may be with
out sacrifice of safety or durability.
SO THAT EXPEDIENT of cutting down the amount
of materas that go into the not to be thought
Of any than the other of using materials OF
inferior quality substitution.
IN THE MAKING OF REoS this year we using
not better because they not to be had-but the
same quality of materials as formerly So that ism t
the reason for the lower price
COST OF MAKING, is HOWEVER somewhat less
thanks to the fact that in many ways we have been
able to reach still higher degree Of efficiency.
ONE BIG ITEM IN COST REDUCTION of these
two models was the fact that both had passed the
experimental stage.
1T TAKES AT LEAST THREE YEARS to perfect
any new automobile model.
ANYWAY 1T TAKES THAT LONG to get car to
the point of perfection where willing to offer it
TO REQ buyers and back it with the REQ guarantee.
THE MOST IMPORTANT factor in the reduction of
manufacturing cost and at the same time the making
of better product, to be found in REQ ITSELF
NEVER SINCE THE DAY REQ WAS Incorporated
has there been single change in the personnel OF the
executive organization