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Lethbridge Herald Newspaper Archives

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Lethbridge Daily Herald, The (Newspaper) - September 16, 1911, Lethbridge, Alberta ftqrientlx.'u1, tfl, MM1 THE USTHBRIDfirl DAILY ITERATE We (eel that an explanation Is due for the lateneaa of thin announcement. It ll acme week! overdue ind It ll prttty ginefilly known that already delivered torn, of {he modell. Here 'aro .the facts: Some weckt ago we advised our dealeri thai we were going to put out the lirgeet automobile idvtrtlwmtnt ever printed. We naturally eKpected in enthuilaitlc rnponaa In the next mill. Inataad eamt icorw of telegrtme In vein: "For goodness sake don't you fellowo at the factory ever conllder the poor dealer ind Ills Vcu know we can't get enough 2fl'i or JO'e to lupply our trade; there are thret cuetomere wilting for every car that comee from the tory. Why aggravate the present situation by publishing another ad at this So we have violated all rules, and proceeded to deliver the 1912 models without first announcing them. ,And now we publish only one page Instead of enough to aJvlse you of the faet and yet our dealers In good humor. MORE VALUE FOR LESS MONEY That, in a sentence, epitomizes our 1912 announcement of E-M-F "30" and Flanders "20" cars E-M-F "30" Fore-Door Touring Car, Mohair Top, Brass Bound Windshield Speedometer, Flanders "20" Fore-Door Touring Car, Mohair Top, Bound Windshield and Speedometer, extra .OWING TO INCREASED FACTORY, will enable o.ur plants to automobiles in 30.0UO larmiers arc able to an- itounce ill a I not only we hope to more nearly meet the tre- 'j moudoi'iE (teiiuiuil for this sterling product, but also, thai, be- l causa of the increased output and the economics we are able f to effect in manufacture, can give the buyer the coming season actually better value than formerly and at less -j.- price in case of both K-M-K- "30" and Plunders o DO siiid Galileo, with his last and -Hint is our only excuse for announcing any r do not way either of our models, for 1012: At THIS TIME when other makers "are tearing the air 'it witli-'declamations of iheir new and radically different v, condemning- their product of the past by iust so much as they ;j proclaim the superiority of -.their, forthcoming effort, we can say ''Our 1SH2 model is just as good sold in J'lOH or IMS. .CAN YOU; APPRECIATE with-what pride we .make that state- meut.7r-ciin.yqu us the exultation which gives every buyer as groat value for his nuicli satisfaction and pleasure in his purchase as ".in-the we .will hiive achiev- ed the liighcst ambition of an-'honest business .house. TAKE FOR EXAMPLE our 13-M-P "30" model.- Never WM there suclr Ji record.of service and or satisfaction as the car has given its owners. So. flawless lias been that record wo have working for love. DO YOU KNOW THAT E-M-F- "30" is the oldest car in tlie 1 in its is its fourth'- the few changes "'Unit have been made from time were in fixtenuil 'have kept .up 'with-the. styles In body design. i nnwrn inr ever lipen able-to nnuaj this In the ninth "car we built'.holds several world's records for miles a.n hour on At-kinta and she and the others of that .famous first litter hold all world's records for endurance. Every one of them are in service1 today arid many.of the first five hundred have over miles'of rough roads toured to their credit. ignv r A FFW i mio rh inges (hit nrn light fully be callad improvements.'' Here arc some you will agree Longer :wheel 112 of lengthened body, giving more room in front, as well as rear Body is also several inches wider, making ample room for three 200-pounders in rear seal; drop frame instead, of former straight-frame, gives lower; center'of gravity and low- er, more rakish appearance to car. Springs are longer also front and the easiest, riding is still more velvety in'motion; A FEW-MECHANICAL necessarily improve- moiiff tliou.n'i of .course our Engineers think they are, are im- faciiitiow for oiling and adjust- ing.. At tlie same Him; we have emulated the cars by placing spark nml throttle levers on top of steering wheel; large steering wheel nf CiYcassian Walnut, gives classy ap- pearance and makes "thumb and finger control" possible. NO CHANGE IN will be pleased to hear that. Kact ia, we would not dare make the giiphtGet change in that wonderful motor for fear we could never again get finite, as1 powerful a one. NEITHER HAS THERE BEEN any change con- Irol, axel or chassis detail, save only those' 'drop frame and longer springs, E-M-F "30" IS MORE BEAUTIFUL though, than ever Truth to tell, wo have always thought there was room for'im- provomcnt in the outward appearance of this ,car.. must remember that in order to give our customers the" fiigh- est degree of mechanical excellence, in past years we design the body severely plain. And .we.are proud of that maker's adopted the onpoB.ite policy, made ears that mislead buyers? by .thftir are-now either in the J junk heap or on the way soon. BUT NOW IT IS our.raanamotb and they are paid for. Wo have, a more Perfect organization. Practically unlimited capital us ;tb buy prices of all materials are lower. SO NOW WE CAN ADD appearance to ap- pointments to mechanical sell you that much better car in 1912 for a lower price than yqu paid In flOD less than we had to charge in 1910. WE HAVE PROMISED from the first'to improve wherever and whenever possible and to '.'divide-with the.-bnyer. the savings we effect by our-superior facilities.'! 13J2..announce- ment is the fulfillment of that promise FOR THE PRICED HAS BEEN luxurious foTe-dooi model will now be 91 400 fob factor} Let tliose trj ulio maj none can equal this They never huo been able to and it is no pait of out plan that they ever shall THE BODY-IS A BEAUTY-Hif the most .improved, "straight line straight from front to "rear. All levers in- side; door latches concealed; large ventilators in dash so it is just, as cool in front as' in rear. Also we proyide so doors cm adjn so speed of car suck.} out ill pei mitting cool air, to replace it constantly.. Actual thermo- meter tests show our front compartment'to be cooler'than tlie rear. Tbe only objection, to eliminated, IN A WORD the E-M-F continue, to be in 1912, as It has always been, the the world at lees 'than'12500 first choice in its class'of all, well informed, buyers. Others thrive on our live because we cannot t-upplj the full demand cuen miking as we do one hundred .of these cars every day AND THE PRICE IS lese..-, -Price of 1911 model, (fore-door touring car) was 91450. ..For '1912 it is 91400 flat this is in pursuance of-the policy 'lutye-.enunciated from timf to time over since we si-irted in. business, that "we will divide with the buyer the savings we to effect by our for manufacturing and distributing our pro- duct to the buyer." It is not a It necessary. All the world knows It hns been almost Impossible to get E-M-F '30" or Flanders "20" care dining fe% months, despite the fact we arc the largest the world. No, this reduction in prine is-simply another' evidence that we keep our we progress and Improve facilities for making a better car for loss, we divide'with the buyer. MADE IN FOUR MODELS for Kortidoqri Five passenger To.uring car, Fore-door Detachable pemi-tonnean Fore-floor Roadster, Coupe "Full detailed speci- fications in h-.indsiomo catalogue. OF THREE SPEED FLANDERS "20" we need only say the 1912 model is identical with that of as good in every particular. No we don't know how to make !i better car than our 1911 Flanders model proved. From the day we turned out the first three speed Flanders "20" model (his car has been the seniotlon of the motoring world in the light car class. YOU WILL REMEMBER that the two speed Flanders model did not come up to her designer's expectations. Ninety-five per cent, of those who got them are perfectly we are not. We said EO frankly a year ago when we announced the three speed model, greatly.improved throughout. WE USE STRONG STATEMENTS in our have the goods and ordinary terms cannot do Justice to them. So do others deal In superlatives when they are lioped- for virtues. Past error.jj.hey are singularly silent about, bow- ever.' WE HAD TO.ADMIT tttl't two'speed idea was wrong for a touring-cur. Its only advantage was cheapness of manufacture and, while we had the customer's interest at heart when we designed the two-speed Flanderq J20" we found we were mis- taken and that the buyers would gladly pay a little more 'to bave the added efficiency and superior of a't'bws-flpeed selective sliding; gear transmission. WHILE WE WERE ABOUT designed the handsomest fore-door touring body that ever was aeon .on a moderate priced car. AND WHAT A RECORD she Is simply splendid. Discredited by her and individual buyers alike were supercritical. Competitors "knocked" for fair and tried to convince buyers that the three-speed model was really no great over the former two-speed. We some- Umes'thlnk this very'knocking was our greatest advertisement for, of the public knew that the man whose name this car bore would stand back of the had been his pride from the first. THEY DETERMINED TO TRY the new car out. And they certainly did'figure'out some gruelling bill-climb- ing, mud plugging.' sand imaginable stunt that could break down a car or prove her ability. And Flanders "20" always came up 'smiling. Tlje astonishment of her op- ponents was something to see. From that time she has forged steadily ahead, sweeping from her path every would-be rival, till today she is acknowledged leader. Dealers tell us there would be no other light touring car sold if they could get enough three-speed Flanders to fill the demand, WE HAD IN MIND In designing this car, the great class of well- to-do business men who want a family touring car of high ef- ficiency, seating live and capable of taking them people who want a car of sterling quality and yet fee! they 'cannot afford a car as'large as E-M-F NOW WE COULD HAVE DONE as we did with E-M-F "30" five years with an eye single to mechanical excel- lence and without regard to appearance. But that day lias passed. The opinions of other makers .to the contrary not- withstanding, we believe the farmer and the man in the village has just, as artistic a just as well informed on up- to-date Jesign as the city man. And we determined to mnko a handsome car as well vis u good one. THAT COSTS MORE, OF is actually ove more factory cost in Flanders V20" than in any of its there is not. nearly: that difference in the Mltlnf price. COMPARE your local dealer to drive his "20" demonstrator up beside one of the several makes of "tltt, cars" so you can see the wonderful difference. COMPARE POINT FOR French type bonnet of the Flandem with the simple; cover on the front of the other. full fenders of the Flan- ders with (he scrawny, tinny looking mud guards of cars .that presume to compete wlt'h it. Even the top wind shield, are superior in looks and in quality. APPEARANCE IS matter-of-fact a man may claim to be, hii wife and daughters crave the ar- tistic and the beautiful. And Flanders "20" is their choice because there they find it to ae great a degree as In the high- eat priced car on the market. YOUR MECHANICAL SENSE will also be are talking to Mr. Practical Man, If you will investigate chausls details art) power plant. You will find a four-cylinder motor of .most approved French type and a transmission like that in E-M-F "30" excellent axle design'too, aad you will find It you know steel, that the materials that go Into car are not surposed In quality by that in any automobile, at any none. FLANDERS "20" HAS NO RIVAL when you consider all points. No other car on the market gives the buyer so much mechani- cal excellence and so much to be proud of In u the Flanders "20" at OUR ONLY PROBLEM IS are net going to make any rash' promises. We cannot promiee to deliver every car that is ordered. All we can do is to repeat that we are making one hundred per day now. That we are doublfcg our as faet as bricks can be laid and machin- ery installed. That we will be making two hundred a day with- in ninety days and will work a full force alt winter in hopes of catching lip with the that IB the limit of our ability for the present. i SAME REDUCTION IN PRICE of this model as E-M-F 150 less for 1912 than for 1911 model. And.same creased otiitpiit which distributed the "overhead" thjn- ner over a larger number of cars and enables us to effect other economies in manufacture. Also In verily be- lieve it costs less to transfer an E-M-F "30" or Flanders "26" from factory to user than any other motor car made, Keasoa is we don't have to sell Ncome to us and buy, having found from other owners that nowhere else can such value, such service such satisfaction be obtained in an auto- mobile for anywhere near the price. Cents'less, ajtll'994 to make, and so, in pursuance of the policy foot of second column of this nd. (applies to Flanders "20" aa well as to E-M-F we divide with the buyer the we effect. FOUR MODELS Of THIS CAR ALSO FOR Five passenger Touring smaller than' E-M-F not quite so miles sn but just as ef- 'ficlent'fl.000. Four passenger car for rural Two pHBHSHRor Roadster TTVO-DRS- gGiiger Co.vire Full detailed specifications in catalogue. The E-M-F Company of Canada, Limited Factory and Head Office. Walkemlle, Canada E-M-F "30" Fore-Door, Detachable Demi Tonncau. Mohnlr Top, Brass bound Wlndshtild .ind Speedometer cxtn i11Q Street 82 Street North TORONTO HAMILTON E-M-F "30" Fort-Door, Ro.d.ttr. I1.400 Mohtlr top, Iran found Wlndihleld and Speedometer