Arizona republican., 1918-01-27
NEW JORDAN SPORT MARINE MARKS
 NEW EPOCH
IS REFINED AND POSSESSES EVERY MODERN EQUIP
 MENT AVAILABLE

The announcement of the new Jor- dan sport marine, the first completely equipped motor car, marks the begin ming of a new era in passenger car manufacture. It brings to mind the fact that when motor carriages first began to grow in popularity, cars were offered for sale with practically noth- Ing on them that was not absolutely necessary to the operation of the car
 Fifteen years ago the purchaser of a new car had to spend so much in equipping the car for comfort, safety and ease of operation, that the initial cost was greatly increased. Cars in those days were sold on the compara- tive merits of this or that new inn provement.
 Real competition began when the full-floating rear axle came in to dis place the semi floating. Then came the four-cylinder motor, vast im- provement over the two- cylinder en- zine. But car owners were not yet sat isfled. They demanded a siX-cylinder motor and it was produced.
 As these new improvements came Tn, the manufacturers who were first to adopt them used them as talking points to sell their cars in compe- litlon. With others. But the more re- 1lnenfents offered by the makers. the more the car owners demanded. An electric starting and light system was brought in to satisfy demand for a labor-savlng device. When the re- fInement and standardization of the chassls had reached this point, reyo- iutlonary improvements were no long CT possible, and so makers turned their attention to bodies.
 The first important improvement in pody construction was the introduc- ton of fore doors where before there had been no doors. The stream line then was brought out and immediate ly won favor in opposition to the old style lines. Competing manufacturers also sought to better each other in the finish of the body More coats of var nlsh were added and the choice of sey- eral colors given. Makers also paid more attention to the details of manu- fracture and custom workmanship was introduced in opposition to quantity production.
 While these improvements in body construction were being made there was constant battle of prices.
 mere were no strong combinations and price-f fixing was unknown. It was Just simply a case of getting the price of the car down to cJsl plus a moder- ate profit.
 But during all these years of pro- grass, the manufacturers have ob- stinately declined to furnish those things now considered necessary to motor car comfort, safety and con- ! venience. Grudgingly they added the | lights, magneto, windshield, top and self-starter as the demand for these 'luxuries" grew undeniable Today the car without these accoutrements is not considered at all. Still there are many cars that do not provide all that is required by fastidious buyers, an6 the manufacturers realize that the time has come when the prospects first question is: "Is your car com. pletely equipped?"
 Edward S. Jordan of the Jordar
 Motor Car company has anticipated
 this question in his new car, the Jor
 furnished from headlight to tailligh
 with everything that can be desired
 in passenger car.
 Five wire wheels with five Silver
 town cord tires, Macbeth lenses
 Waltham sport clock, tonneau light Troy sport windshield, tailored tol with side curtains that open with tn
 door, motometer and traffice bumpe are all included in, the standar, equipment. The body is of aluminium two optional colors, Briarcliff greer or Ascot maroon. The steering pilla
 support is nickel plated. Panelling i in Honduras mahogany.
 In addition. the regular Jorda, chassis of standard parts has bee, improved with a new power unit Continental made, a special gea ratio, the new Delco ball-bearing ig nition system and other refinements c construction.