Harrisburg telegraph. [volume] (Harrisburg, Pa.) 1879-1948, 1917-02-13
'DORT Is QUALITY
CAR OF SEASON
E. c. Ensminger, Local Dis
tributor Tells How Slogan
Was Originated

The bort Motor Car Company has
copyrighted the phrase "The Quality
Goes Clear Through" to describe that
excel. The selection of this wording
came about through bort owners eX-
pressing approval of their cars. Quail
ity clear through every part of the
chassis and body. the company states, is
the basis on which every car in their
line is built.
bort prices range from $695 for the
touring car and three pa assenger road
sters to $1,065 for the sedan, brought
about through large production factory
and improved manufacturing methods,
In discussing the quality feature of the
bort, Il. c. Ensminger, distributor of
the local territory. said: "The factory
has put quality into the chassis in
many place where Only a motorcar
engineer could find it. 1t has been our
experience, however, that this has paid,
for you will seldom find bort owner
who does not firmly believe he has Sc
cured more for his money than he could
obtain in any other car for the same
amount, or even slightly more money.
This widespread conviction about
the bort has given it a mouth to mouth
advertising from owner to owner to
prospective buyer that no amount of
printers ink could ever have bought
for us. The advertising writer's imag-
ination played no part in our adoption
of the quality goes clear through to
describe bort cars. bort owners wrote
this testimonial themselves-for them
selves-and by themselves, and in do
ing so they have paid us rare COM
pliment
Adherence to the actual facts about
our cars, both in the written word and
pictured Illustration, are insisted upon
by our company, and imagination about
our cars is severely discouraged Some
times l think we even err on the side
of not telling the whole story. But per-
haps even this is good advertising after
all, for there is lot of satisfaction in
finding the car you have purchased is
even better than you though"
All motorists regardless of the price
they wish to pay for car or the type
of car they wish to drive. are unani-
nous in the demand that the car they
own must do certain things and meas
ure up to certain requirements. All
motorists demand powerful cars All
demand neXibility. All want motor
smoothness and riding comfort. There
Is no division of opinion among the
show visitors on questions of dura-
bility and operating economy. Motor
lists are all agreed upon these essen
tials.
But there is a wide diversity of opin-
ion as to types of motorcars in which
these fundamental motorcar attributes
md expression. Each purchaser de-
termines to find out these standard at
tributes in a motorcar best suited to
his individual! needs. Some choose a
car heavy in construction, others
light car of reliable make that gives
them every function of the larger car
at lower initial cost and still lower
upkeep.
THE 1917 bort motorcar occupies
unique place in the light car Held. With
all the standard equipment, strength,
power and refinements of cars selling
for much higher price it affords the
buyer the economies of first cost and
upkeep of car of much lower price.
Dort motorcars are built up to a
standard at price consistent with the
bort product. Their price represents
simply a legitimate percentage of
profit above cost of material and work
manship."