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Newspaper
Evening Huronite
Location
Huron, South Dakota, United States of America
Date
Nov 29, 1937
Page
7
Plymouth celebrates ten years with the Jubilee model lineup showcased at the Huron Auto Show. The 1938 cars feature a redesigned front end, larger headlamps, stronger radiator grille, and new steering and soundproofing, promising smoother ride and reduced steering effort.
A fragmented report describes Plymouth using a super efficient cooling system linked to a thermostat PASS setup. When the heat indicator reads 150 degrees it signals uniform cylinder block temperature and improved compression, while cold feet or uneven cooling supposedly cause loss of compression and extra wear.
Chrysler plans heavy newspaper advertising in 1938 focusing on bigger space and frequency. The plan emphasizes two new car beauties with strong visuals and dealer sales promotion, aiming to draw more prospects into showrooms and surpass past yearly totals. The approach relies on selective papers and aggressive dealer support.
The new Plymouth sedan models increase useful luggage space by mounting the spare tire and wheel vertically against the forward wall of the compartment. This removes the shelf across the floor, opening up additional room for luggage and storage.
An advertisement touts SPECIAL WINDSHIELD GLASS SAFETY offering greater protection and fatigue relief by absorbing excess light rays. The copy claims improved visibility and eye comfort for drivers on the road with Mora than features highlighted for new Plymouth models in 1938.
Studebaker’s 1938 line headed by President Commander and Six will be shown Tuesday at Huron's Auto Show and at Ute Dinneen Wright Co. showroom. Cars feature wider bodies, lighter frames, higher torsional rigidity, and new straight center cross members across President Commander and Six lines with coupe, sedan and convertible styles.
Edward F. Fisher, general manager of Eisner Body Division, General Motors, describes year long development on the unisteel turret top, integration of inner and outer panels, and advances in Studebaker engines and overdrive. The piece highlights transmission innovations, reduced pedal effort, and safety features, noting collaboration with Raymond Loewy on new Studebaker bodies and roomy luggage compartments.
Chevrolet relocates front and seat bumpers and strengthens bumper guards to widen protection range. Enhanced bumper design targets improved impact absorption and vehicle safety.
Fisher Body division of General Motors will issue a care booklet titled Good House keeping in Your Car. The booklet covers fabric care for 1938 cars for Chevrolet Pontiac Oldsmobile Buick LaSalle and Cadillac. It lists safe removal methods for stains and spills and stresses following instructions for best results.
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