The Birmingham age-herald., 1915-08-15
EDITION 0F. CHALMERS FACTORY NOW IN BIRMINGHAM BOorse, Local Agent, Gets Shipment of Lowest
 Priced Chalmers Cars
 Ever Built

The latest edition of the Chalmers fac tory has been received by A L. Boorse, local agent and it is one of the most beautiful cars ever seen in Birmingham. The list price is lower than anything the Chalmers company has ever turned out, but the quality of the car has not been impaired for the sake of a price, The beautiful stream'ine body with not a break to mar the symmetry. would sell the car even without the other distinctive Chalmers features.
 Byron E. Baugh, who is associated with Mir. Boorse. explained the strong points of the new car to the writer yesterday. Aside from the fact that the engine, and parts associated with 1t, are the best that can be made. Mir. Baugh pointed with pride to the roominess of the new car and the comfortable seats. which are elc- with the idea In view of giving comfort on long drives through rough country.
 As an explanation of the reduced price on Chalmers cars an interview issued oy Hugh Chalmers from Detroit last week Is the best authority on 1t.
 The automobile business is fast ap- preaching a crisis" said MT. Chalmers. '.The battle of the giants Is now on. It is battle royal for the supremacy Of the medium priced motor car field.
 Up until the present time conditions in the automobile world have been unnat- ural. With the development of depend able motor came stupendous demand for motor vehicles of any available type. The demand at once exceeded the supply. Any one could sell any motor car at any price.
 But the staid old law of averages ap- plies just as well to the automobile man. ufacturer as it does to the piano maker. or the typewriter man. After its brilliant run it must sober down to commonsense business principles, or some one else who Is more farsighted is going to forge to the front
 Tt has become plainly apparent that the automobile is a necessity. It has speeded up the worlds transit. A light delivery truck does the work of a dozen horses, and does 1t cheaper and quicker The far mer has adopted it almost universally be- cause 1t cuts distance in two and brings him more in touch with the world beyond his line fence. The demand for automo- piles has spread around the world like wild fire. This universal demand has
 
 buying capacities of the masses.
 Tn recognition of these facts the Chal- mers Motor company has been led to take up quantity production. Only by increas- ing our output and selling our cars on a closer margin could we afford to set a lower price on Chalmers quality. Hence we have added thousands of square feet to our factory space, employed more men and are prepared to break all production records for 1916.
 k "As result we are enabled to build this new seven passenger Chalmers to sell at price that has been a sensation in the whole motor car world. It is the low est price we have ever placed on Chal. mers products. We have done 1t without the least sacrifice of quality" Two years ago Hugh Chalmers sent C. c. Hinkley, his chief engineer, to Europe to study motor design. While abroad MT Hinkley collaborated with foreign builders and discovered that the European ten dency was toward the valve-in-the-head motor, overhead camshaft type. Upon his return to this country he. set to work on Chalmers motor of this design. The great war halted further operations abroad and the Chalmers company was thus the first to market car built along this principle
 The success which this type of motol met abroad had been duplicated in Amer. ica. At Indianapolis and Chicago ar overwhelming majority of the cars tt finish in the winning class were buil' along these lines