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

;e Sensational Prices We're Made
THE SAME PRESIDENT presides who occupied the
chair at the first meeting of the REQ
THE SAME GENERAL MANAGER directs; the
same engineer designs the same expert handles the
funds; the purchasing agent buys; the same
factory superintendent oversees and finally, the same
direct the sales, who have handled these impor-
tant departments since the first REQ was designed
and made and Sold
ALL WE'VE LEARNED WE'VE KEPT right in
the REQ organization
AND IN THE FACTORY-do you know there
scores of men in the REQ factories today working on
these latest Reomodes who worked on the very hrst
REQ? Hundreds who have been here six to ten years
SO THERE AGAIN WE CAN SAY "Ai we've learned
we've kept" Every man has become specialists
expert-at his particular task
REQ DEALERS ARE RESPONSIBLE however,
the credit is theirsfor the biggest item For but ior
the unprecedented action and the hearty cooperation
of hundreds of REQ Distributors could not have
placed these cars i'll your hands at these prices
LIKE THE FACTORY ORGANIZATION the REQ
Dealer Organization has been with us from the first
Many of the principal REQ dealers have sold Reos
exclusively since the first REQ was made
WELL, THIS SEASON WE WE'RE confronted with
problem price competition to an extent greater than
ever before
OUR DEALERS INSISTED that, eventhough fortified
with REQ quality and prestige still they could not
wholly ignore price competition,
WE CoNTENDED that price did not matter, that il
fooled no one-or at most only small percentage Of
buyers and they not the most desirable.
WE SHOWED THEM that the cost OF making Rcos
could not be materially lessened without reducing the
quality ty-and our plan was to improve the quality
wherever and whenever possible.
WHY, WE REQ FOLK wouldn't want to be in business
FIVE couldn't feel could make better this year
than last; next year than thisl
WE SET OUR OWN STANDARDS and will always
ignore those of others at least when they trend
downward.
BUT THEY PROTESTED that the average buyer
only the price tag. That while he the reduction
in price, he did not notice the reduction in quality
in value. So they wanted a competitive price
Reos as we'll REQ quality in the product.
THERE WAS ONLY ONE WAY it could be done
that as the dealers would agree to handle REQ
on a smaller margin of profit than is the rule with
other cars We told them if they would agree to that
we could set price on REQ cars that would create
genuine sensation.
AND THEY AGREEDl It is an Unprecedented action
we believe. And that thehundreds REQ Distributors
assened to the plan was due to another unique cond
ton-namely the extremely low cost OF selling and OF
giving service on NeO cars
A CANVASS SHOWED this remarkable fact: That the
average cost Of the dealers guarantee ON REQ
the cost of keeping il in perfect running order and its
buyer thoroughly satisfied was less than six dollars
per per yearl
JUST COMPARE THAT with the cost of maintaining
some makes of carsl
WHY, ONE OF OUR DEALERS who handled two
other lines last seasonbut who says, emphatic
ally he will handle Reos exclusively hereafter tells
us that the average cost to him per car on one of
those lines was 500 and the other $40 while REQ
averaged in his case S475 per car per yeari
AND THAT WASN'T ALL. The factor that REQ
Distributors consider important is the
satisfied or the reverse. For you must know that
though that dealer spent 500 to keep a certain
running he still could not keep the man to whom he
had sold that car satisfied not by taking it
back and standing the full loss itself.
HE COULD NOT REIMBURSE him in dollars for
the delays the dsappointments and the aggravatons
he had suffered.
. so REOS WILL BE SOLD in the future on a lesser
margin from the dealer to (and factory margin
has always been close safe) than any other
automobile IN the same class or OF higher price.
AND YOU AS A REQ BUYER get the full benefit.