The Lubbock avalanche. (Lubbock, Tex.) 1909-1922, 1922-06-27
New Achievement in
Car Manufacture An
nounced by Dodge

Behind the simple phrascology Of
an announcement which Dodge
Brothers, Detroit, automobile manu-
facturcrs, are publishing today In
every important city and town In
America, lies the story Of new
achievement in automobile develop
ment. Dodge Brothers announce q
business coupe; conservative changes
IN the body design Of all other
types" the advertisement reads.
The business coupe Is the first all
steel closed car ever marketed. In
this respect il takes new and dis
tinct place N automotivc history,
for Il involves an entirely unique
principle Of coupe body construc-
ton. The steel body not only prac-
tically eliminates the problem Of
limited production, due TO the ted
ious and costly individual workman
ship required on wood bodies, but
also enables the manufacturers 20
give the coupe the same lustr0us
baked enamel finish which has al
ready contributed so much 10 the
reputation Of Dodge Brothers open
cars. This process In itself will also
facilitate quantity production, as an
enormous amount Of time was con-
sumed heretofore In applying the
numerous coats Of paint required on
wood.
Naturally, these are important
factors in the determination Of the
selling price, resulting in economies
which Dodge Brothers are passing
Lac l.
is practically eliminated from the
con 'ruction Of this car" said W.
W Royalty, the local dealer "Eycn
tbe framework and panels are Of
steel, and the natural result Is a
lighter, quiotcr and more durable
car Steel prolongs lifc and re.
duces the possibility Of squcaks and
rattles.
THE Business men Of America
have been expecting such a coupe
and Dodge Brothers have given i
to thcm.
1T is IN reality a coupe AZ road
rcr price. While IL b. easily at
tractivc enough for any use, u Is
particularly designed for the BUSH
ness man-who needs the comfort
and protection Of closed car In
his work, but who can easily get
along without few 81 the luvurics
which. In the past, have made the
closed car so expensive. The BUSH
ness coupe Is built inside and ont 20
Withstand the year and tear Of cv-
cry day use--and yet h retains the
same ightness and beauty Of line
which everyone Is accustomed 90
look for In Dodge Brothers closed
cars II lacks only what ! might
term the dcrreciatiOn liabilities 81
'ho more expensive coupe II is np-
holstered in genuine leather ha8 n
wide, comfortable straight seat, -
equipped with cord tines, henter.
dome light, windshield cleaner and
adjustments f1r raising and iower-
ing pindows The doors are nn-
usually wide and are fitted with asN
easy closing Yale locks There d
more than the usual amount Of
leg room and convenient and srac.
ious luggage comrartm onts are pro-
vided. Doctors, real estate men
and salosmen Of al kinds will find
II lust the car they need We al
ready have good indications NJ al
tremendous demand
"Thc change o. design IN the
other Dodge Brothers cars indicate
that while Dodge Brothers have al
ways adhered closely 20 the practical
they are also progressive and
abreast Of the time Il il Dodge
Brothers policy 90 make improve
ments year after year and month
after month and this is simply
another step forward"