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Lethbridge Herald Newspaper Archives

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Lethbridge Daily Herald, The (Newspaper) - September 16, 1911, Lethbridge, Alberta W, THE DAILY We fee'i thai an .xplanatlon Is due for the of thlo innounctmint. II it tome Weeks overdui >nd It ll pretty generally known that we have already delivered some of fh. me-dels. Htre'iraW fscls: Somt wookt ago we idvlsed our dsslers thul wi joins to put out the lirgest lutomebjle advartlaenient ever printed. We naturally enlhuilntle response In ntxt mall.' Instead came Kern ef telegrams In vein: "For goodness sake don't you fellows at the factory the poor dealer and hit troubltat: Veu know we can't get enough JO'i or 30'a supply our trsde] there art cuetomere waiting lor every car that eomee frem the fac- tory. Why aggravate the preient situation: by publishing another ad at thla So we have violated all rules, and proceeded to deliver the 19IZ models without flr.t anr.ounelnj them. ..And new we publish eitly one page Inetead of enough to advlae you of the fact and yet keep our dealere In good humer. 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 and Speedometer, extra Flanders "20" Fore-Door Touring Car, Mohair Top. Brass Bound Windshield and Speedometer, extra iOWIWG TO INCREASED FACTORY will enable o.ur plants to automobiles in nil ISO.OUG Klrmders arc able to -an- nounce that :not only wo hope to more nearly meet the tre- mendous demand I'or this sterling product, but also, that, be- cause of the increased output, and the economies we are able to effect In manufacture, we can give the 'buyer tlie coming season actually better value than formerly and at less price in case of both I-J-M-F- "30" and Plunders "20' o DO MOVE." snid Galileo, with his last and .that is our only excuse for announcing any iltT nut Hay either of our models, tor 1012: AT THIS TIME when other.makers are tearing the air witii-decloinaiious of their new and radically different condemning their product of the past by just so much as they proclaim the superiority of .their forthcoming effort, we can "Our 1912 model is just as good sold in or 190S. -CAN YOU. APPRECIATE-with what pride we-, make that state- you enjoy-with us the exultation which gives every imyer JIB groat value for his iiuich satisfaction and plcisuie in hib piuthifac, AS in the will ichicv ed tho highest ambition of an 'honest business housa. TAKE-FOR EXAMPLE our E-M-F "30" niodel.- Novor was thero such'ii. record-of service and or satisfaction as the car Ji ib> tnen its 0000 ounois Sn IAS neen that lecoid nine totlaj 0000 lo .DO YOU 'KNOW THAT E-M-F- "30" is the oldest car in the 1 in .-its .is its fourth'- tho few cliaJijjcsrihaf have been made from'time-to" time- were in 'have .up with the styles lu bodj design OI_ANT inr hoen a hie to onual this In the ninth "car we built-holds several world's records for miles an hour on Atlanta she and tho others of that famous first.litter hold all. world's records for endurance. Kvery one of thorn are in service today aiid'nvany of the first five hundred .have over miles' of rough roads toured to their credit. jgii-r MADE.A FEW.minor rhnnges that may right- fully callsti improvements. Here arc some you will agree Longer.wheel 112 of lengthened body, giving; more room in front as well as rear rcat. Body is also several inches wider, making ample room lor three 200-pounrters in rear seat; drop frame instead, of .straight-frame, gives lower.-center'of gravity and low er, more rakish -.appearance to car. Springs are longer, also front'and tho easiest riding car, it is still more velvety in motion, A FEW MECHANICAL necessarily Improve- mnitts of course our Engineers think they are, are ini proycd ateering facilities -for oiling and; adjust- ing. At t.hg same time we have emulated the cars by placing .spark and throUle levers on top of steering wheel large steering wheel of Circassian Walnut, gives classy ap- pcaiuiicc ami makes "thumb and finger control" possible. NO CHANGE IN will be pleased'to hear that. Fact is, .we would not dare make the slightest change in that wonderful motor for. fear we could never again get quite as' powerful a one. NEITHER HAS THERE BEEN any change in.transmission, con- trol, -jxcl or chassis detail, save only those' droii frame and longer springs. E-M'F "30" IS MORE BEAUTIFUL though, than ever before.-. Truth to tell, we have always t'liought there.was room for'inv in tho outward appearance of thla car fin J ,5 DM must temember that in order to gne our customers the nigh est degree of mechanical excellence, in past years we design the body severely plain. And we-are proud of that makers adopted the opposite 'policy, made cars that mislead buyers' by their are now either'In the junk heap or on the rj soon c BUT NOW IT IS our rmramoth plants, iiid the; are paid foi We a more perfect organization Piacticilh unlimited capital enables HE to 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 yo'u paid in less than we had to charge in 1.910. WE-HAVE PROMISED from the first- tp improve wherever and whcneiei possible and to dnide -with the btlyel the SHI ings we effect bj our superior facilities This 19J4 announce ment is-the fulfillment of that promise. FOR THE PRICE HAS BEEN Dig, IUMIIIOUS foie-dooi rrodel ulll now be ?1 400 rfob factory let those who naj ve ;proyide so tloors can adjit qo speed of car sucki} out ail pel mitting cool lii to replace it constantly Actual therme meter tests r-bow our front cooler than the lear The onlj objection to fo e door design eliminated IN A WORC the E-J1-F "30" will continue to be in 1912, as it has always been, the best.car in the world at less than first choice in its class 'of all, well informed, buyers. Others thrive onour live we cannot, the full doimud eien makinjt as we do one bundled of these cars'every.day AND THE PRICE IS of 1911 mode) (fore-door touring car) was .for-1912 JHOO flat this .is iu purbuanco of the policy ,jvp. enunciated from timr to timo ever since we in. business, that "we will divide with the buyer the savings we are able to effect by our enperior saciliiie? for manufuctui-ing and distrlbtitlng our pro- duct to the buyer." It is not a is jt'necessary. All the world knows it has been almost-irhjxifsible to get E-M-F to or 1 laiidcis 20 cirs dining the put months despite the fact we are the largest manufacturers, in the world. No, this reduction-in price is-simply tliat we keep bur we progress and improve facilities Cor making a better car for less, we divide with' the buyer. MADE IN FOUR MODELS for 1912; Five passenger To.uring car, ?HOO; Fore-door Detachable, Demi-tonneau Fore-door Koadslcr, Coupe SISOO.' -Fnll detailed speci- fications in handsome catalogue. OF THE THREE SPEED FLANDERS "20" m'e need only say the 1912 model is identical with that of as good in every particular. No we don't know how to make a better car than our 1911 model proved. From the day we turned out the first three speed Flanders "20" model this car has been the sensotion of the motoring world in the light car class. YOU WILL REMEMBER that the two speed Flanders mode! 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 so 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 proclaimed hoped- for virtues. Past errors .they are singularly silent about, how- ever. WE HAD TO ADMIT tnit the two'speed idea was wrong for a touring en Its onlj advantage was cheapness of manufacture and, while we had the customer's Interest at heart when we designed the two speed Flanders '20' we found we were mis- taken and that the experienced buyers would gladly pay a little'morf to have the added efficiency and superior of it three-speed selective sliding gear transmission. WHILE WE WERE ABOUT designed the handsomest, foip dnor to" ring bod) that mor seun on a moderate priced car AND WHAT A RECORD she has Is simply splendid. Discredited b> her past, dealers indhidiul buyers alike woie etiperciitical Competitors knocked for fair and tried to convince bus era that the three speed model was really no great improiemcnt over the former Inospeed We some- times think this leu knocking our greatest advertisement for of couise the public that the man whose name this car bore would stand back of the had been his pride from the first. THEY DETERMINED TO TPY the 11GW car ollt' And "'ej" ceitamU did figure out some gruelling hill-climb- ing mud plugging sand imaginable stunt that Lonld break donn a cai or prove her abilitj And Flanders 80 came an smiling The astonishment of her op- ponents viae something to see Flora that time she has forged steatllb ahead sweeping from her path even would-be rival, till todij she is acknowledged leadei Deilers tell us there would he no other light touring car sold it 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 five and capable of taking them people who want a car of sterling quality and yet feel they cannot afford a'car -as'liirge as E-.M-F NOW WE COULD HAVE DONE as we did with E-M-F "30" five years with an eye single lo mechanical excel- lence and without regard lo appearance. But that day lias passed. The opinions .of other makers-to tile contrary not- withstanding, wo believe the farmer'and the man in the village has Just as artistic a just us well Informed on up- to-date design as the city man. And we determined to mako a handsome car us well -as a good one. THAT COSTS MORE, OF is actually over MSO more factory cost In Flanders "20" than in any of Its conjptt- ttiere is not nearly that difference in the Mltlif price. COMPARE your local dealer to drire hie Flanders "20" demonstrator up beside one of the several makes of "tla cars" so you can see the wonderful difference. COMPARE POINT FOR French type bonnet of the Flanders with the simple; cover on the front of the other. The full fenders of the Flan- ders with the scrawny, tinny looking mud guards of cars that presume to compete with it. Even the ton wind shield, are superior in looks and in quality. APPEARANCE .18 matter-of-tact man may claim to be, his wife and daughters crave the ar- tistic and the beautiful. And .Flanders "20" is tneir choice because th'ere'they fjnd it to as great a degree as in the Wid- est priced car on the market. VOUR MECHANICAL SENSE will also be talking to you, Mr Practical Man, If you will investigate chassis details arid power plant. You will find a four-cylinder mo'or of most appioved French type and a transmission like that In E-M-F "30" excellent aile deilfn too, aid you will find if. you know steel, that the materials thlt fo into thUi cot suriwsed la by in apy automobile at an} none. FLANDERS "20" HAS Nd RIVAL when you consider all polnti. No other car on the market gives the buyer so much mechani- cal excellence and so much to be proud of in apiwunuvse u the at Jl.OOO. OUR ONLY PROBLEM IS are net golnf to make any rash promises We cannot promise to dejlwr i eveiy car that is oidered we can do is to repeat that are making one hundred per day now. That we are doubling our factory'facilltles as fast as bricks can be laid and machin- ery installed. That we will be making two hundred a day with- iu'ninety days and will 'work -a full force all winter in hopes of catching-up'with'the that IE the limit of out ability for the present. SAME REDUCTION IN PRICE of this model as E-M-F less for 1912 than for 1911 model. And-same creased output which distributed the "overhead" expense thin- ner over a larger number of cars and enabfes us to effect economies'in manufacture. Also In verily be- lieve it costs less to transfer an E-M-F "30" or from factory to user than any other motor car made. Reatn is we don't "have to sell 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. Costs less to sell and to inaker'aud so, in pursuance of the policy outlined .at the foot "of second column of this ad. (applies to Flanders "80" as well as to E-M-F we divide with the buyer (he navlnja we effect. FOUR MODELS OF THJS CAR ALSO FOR Five passenger Touring smaller than" E-M-F not quite so miles an just as ef- -fiolent Four passenger car for rural Two passenger Roadster J950. Two-pas- senger C'Qtipe 11200. Full detailed specifications in catalogue. The E-M-F Company of Canada. Limited Factory and Head Office. Walkerville, Canada E-M-F "30" Fore-Door. Detachable Demi Tonnenu, S Mohair Top, Brass bound Windshield and Speedometerextra 447 Yonf. Street g2 Street North TORONTO HAMILTON C-M-F "SO" Fere-Dear, Rudster, MohairkUp, found Windshield >nd Speedometer txtn IETHBRIDGE DEALERS: THE WESTERN AUTO COMPANY ALBERTA ;