The Bemidji daily pioneer. [volume] (Bemidji, Minn.) 1904-1971, 1922-02-21
ORIGIN OF STUDEBAKER
SLOGAN IS EXPLAINED
J. w. Holiday Says Public
Coined Words, This Is
Studebaker Year"

Since the famous slogan, "T::.::., il
4 Studebaker Year." was originated
by the public and adopted by Stude-
baker officials, many explanations
have been given and many influences
cited, as being responsible for it.
Prominent bankers and business
men have given credit to the organ.
izing ability of President A r.. Err.
skine and hin sound financial judy
ment. Sales and advertising execu-
tives have spoken of .Studebaker's
records during an "otf year" in bus
mess as stroke in merchandising
by Vice President H. A. Biggs. Own
ers have sounded the praises of the
, cars themselves, as designed and pro.
duced under direction of NJ. F. VOL
lering, vice president.
Holiday Tells Of Slogan.
Because this slogan has been wide
~ quoted and with so many factors
being named as responsible and SO
Imany interpretations being placed on
1.-THE phrase, it is Of interest to get
Studebaker's story from an official
source. It is told by J. w. Holiday.
Minneapolis representative Of the
IStudebaker Corporation of America:
'"The slogan first gained circula-
ton when Studebaker jumped into
q conspicuous place because of its
great gains in the production and
sales Of cars. People began to talk
about Studebaker, first because. Of
records being made, and secondly be y.
cause automobiles always strike a
responsive chord as a topic of con.
|versation.
"Suddenly, one day, somebody. in
enthusiasm, remarked that This is a
lStudebaker year. Immediately, this
slogan spread with surprising rapid
lily, until it seemed to be nationwide
Then it was that Studebaker officials
edopted it.. This story-this fact that
| the public originated the now famous
slogan and Studebaker adopted it.
has pot until now become generally
known. - - =
Cara Performance Excellent.
aside from the remarkable per-
fQrmance in every day service in own
ers' hands, Studebaker cars hung up
new speed, endurance and economy
marks not only in the United States,
IOuI A@NoAJ IA CNCIJ SoAACE "a Vic
civilized world. Prominent among
these were the establishing of the
five most important records on the
Pacific cast; the distinction Of being
first into the Yosemite valley, first
to climb Studley hill, in the Odiron-
dacks, as we'll as Mount Beacon, N.
w., in high and the achievement
Eof circling the Island of Hawaii in
lrecord time.
.,"The story of This is .Studebak-
Ter Year would not be complete with
out mention of the fact that along
Ewith the sensational increase in car
sales there has been as marked a de-
|creese in repair parts sales. To be
!specific, sales of cars increased 80
|per cent during the first nine months
|lof 1921 over the same period Of 1910,
,tyet the sales Of repair parts actually
showed q decrease, amounting to G
|per cent. Or, putting it another way,
with $4,000 more Studebaker cars
lin operation on Oct. l, 1921, thar on
Oct. (. 1918, Studdbaker's repair
parts business was 6 per cent less
a TRULY wonderful tribute to the fact
that Studebaker cars are standing up
and staying out of repair shops, a
record Of which Studebaker is justly
proud -