Imperial Valley press., 1923-07-11

with an entirely new idea in Ell Cen.
tro the Certified Auto Market it is
said. will afford the buyer and sell
er of q used car unprecedented adj
vantages of sale and purchase which
will iron out all the undesirable fea-
lures heretofore obtaining in used
car deal and place the business on
principles so simple and yet so econ
omically sound in their justice to
both buyer and seller that one
wonders why they were not thought
out and applied long ago.
The Certified Automobile market
will be under the management of
C. Bradshaw, an old-timerO in the
automobile business with many
years of experience as appraiser
for a number of Los Angeles agen-
cies, where he had abundant OPP
portunity to study the used car sit
uation from every angle.
Has Advantages
"Before discussing this new plan
in detail" said Bradshaw, "1et IS
briefly analyze the used car situa-
ton.
Zone of the greatest handicaps
to all concerned which has fastened
itself to the phenomenal growth of
the automobile Industry is the
trading' habit whereby the own
er of used car who wished to pur-
chase q new one, has taken his
car from agency to agency for bids,
which naturally varied according
to the trading margin' of, the
dealer III new ears, or the urgency
he felt in making sale.
Now, while this trading often
times permitted the owner Of the
used car to obtain an offer of more
than his car was really worth and
for that reason convinced him he
was getting q bargain, it left the
whole deal in bad shape not only
for the dealer who had overbid,
which would simply mean that
sooner or later he would have to
stick" somebody or take a loss.
but also for the original owner of
| the used car who found there was
nearly always a backfire' on the
apparently wonderful trade he had
| made.
Owners Will Benefit
The reason it backfired was be-
cause the original owner of the
used car now found himself with a
new car which was oftentimes not
the car he wanted at all but simply
something he had taken because
OF $50 or 800 greater trading al
loWance. 1t has been truly said
that quality is remembered long
after the price is forgotten and
tins adage certainly applies to au-
tomobiles, for there is nothing an
owner takes more pride and gets
more real satisfaction out of than
his automobile-if it is the auto
mobile he wants. And on the con-
trary, there is nothing that irri-
tates an owner more than to find
he has invested in a machine that
IS not exactly what he wanted. Dis
satisfaction grows apace and as
time goes on he gets more and more
dissatisfied at his bargain.
Thus has the trading habit de-
veloped in this great industry a
conditions thoroughly unhealthy and
unsatisfactory to all concerned, and
we might say especially to the trad
er himself who at first thought he
had done so well by shopping
around, only to find himself more
and more dissatisfied with a tenn
porary profit which he must sooner
or later give up if he is to enjoy
the car of his real choice.
1T was for the purpose of elm
mating this and the many other un.
desirable features of the used car
business that we have established
the Certified Automobile market in
Ell Centre.
Bankers Back Plan
NOW for the plan. Let s SUP.
pose first, that you are the owner
OF used car and wish to DISPOSE
OF 1T and get a new one or lust
want to sell and realize some money
quickly for another purpose.
We Immediately make an ap-
pralsal Of your car as it is and is
sue you Il certificate of appraisal
showing exactly what we thing your
car is worth. This certificate is i'm.
mediately negotiable either on the
! purchase of a new car or at the
banks, where'we have arranged for
% per cent advance in cash pend
ing the conditioning and sale of
your used carr affording You the
immediate opportunity of entering
! INTO contract for the new ear of
your choice without any running
around and bargaining.
/ I'm the meantime we protect the
buyer who may purchase your ear
from us by sending it at once to
the agency representing that make
IN FL Centre for a thorough over
hauling and repairing. When that
car comes back to us it will be of
fered for sale. When it is sold the
balance is turned over to you or
the agency you have bought your
new car of it you wish, less a small
fee for selling.
Inc many advantages both to
seller and buyer are obvious. The
oid car so that he may purchase
/ ms new one or get half his cash at
the bank for whatever purpose he
wants it, with absolute assurance
the balance will be collected for
nm ON whatever terms have been
agreed upon with no worry to him,