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10 WINNETKA WEEKLY TALK, SATURDAY, DECEMBER 20, 1919 PUBLIC IS COMING TO JUDGE AUTOMOBILE BY : DEALER'S REPUTATION | "People have been educated from an investment standpoint in the last few years to such an extent that they have become more careful buyers of everything," says C. H. Briggs, auto- mobile distributor: "This is reflected in an interesting way in automobile trade circles. The public seems for the first time to realize that an auto- mobile is an investment rather than such a purchase as is made in shops and stores. "The responsibility of the dealer is the item of importance in the purchase of stocks, bonds, or invest- ments of the usual character. The fact that a great many people have made worthless investments has lead to a scrutiny of the institution selling such investments and the public has Tearned that if any article is to give satisfaction, the seller of that article must he able to assume responsibility for such satisfaction. "This situation, I' believe, will be- come more and more clearly defined in automobile lines. The great number of cars that are reaching the market, the infinite variety of manu- facturers' claims, and the increasing volume of manufacturers' advertising will drive the investor in the automo- bile to an analysis of the dealer from whom he gets his car, rather than of the car itself, and this is the strictly logical way to buy an automobile or anything else: The ordinary family expects its car to last for a long time. That they will get comfort and satisfaction from its use is something that should obviously be a part of . every transaction. Many cars which are bought on easy terms represent an investment that the family must pay for a little at a time over the considerable period. "The dealer who has proper serv- ice facilities to maintain the car on the road and who gives primary con- sideration to the owner's satisfac- ; tion is fulfilling the highest function of a dealer today and one which in- evitably must become a part of every sale." \ Encouragement. "What makes you so strong fim boosting Bliggins as an art critic. He doesn't © know anything about ple- tures." "That's why. He's more like- ly to pick out something that doesn't amount to much and so assist some struggling beginner." TESTS AND CONTESTS PROVE ROADABILITY OF FRANKLIN CARS As evidence of Franklin roadabil- ity, the following facts are presented | by Bridges & Gage, north shore dis- tributors for the car: £2 In the last six months the Franklin has: Won all three prizes in Los Ange- fifty miles in sixty-three hours, which les-Yosemite economy run. Climbed to the peak of Mt. Washington in a 98-mile, low-gear, non-stop run. Established four records for great- est mileage in twenty-four hours of continuous driving until the present record, 865.4 miles, was made by a Franklin. Established a twenty-four hour record of 693 miles with car driven by a woman. Won first prize at Minnesota State fair in easy riding contest. Won four of first prizes in St. Louis reliability run. Completed a gasoline mileage test that gave 49.6 miles per gallon. Completed a low-gear run of 103.1 miles over the Orange mountains in New Jersey in 8 hours and 50 minutes on 8 gallons of gasoline. Been driven 770.3 miles from Syra- cuse to Lexington, Ky. at an aver- age of 30.8 miles per gallon of gas- oline. Been backed to the peak of Soledad mountain, San Diego, Cal. Isn't all that sufficient proof that built-in principles of economy, light- weight and roadability are necessary to make an automobile give the genu- ine service its owner has the right to expect? FORD EAGLE NO. 37 MAKES RECORD RUN Another Ford Fagle has achieved a record. Number 37 steamed away from Detroit, Mich., at 2 o'clock on the afternoon of September 11 and arrived at Montreal, Canada, at 5 A. M., September 15, after having travel- ed a distance of seven hundred and is a record for speed by water be- tween the two cities. One handicap which materially decreased the run- ning time was the necessity of having the boat towed through the Welland canal, a distance of twenty-six miles. Because of its shallowness the canal cannot be traversed by boat under its own power. The boat was manned by fifty navy men from the United States naval cantonment at River Rouge and was under the command of Lieutenant Hartman, who was detailed to take the boat from Detroit to the navy yards at Portsmouth, New Hamp- shire. CANADA TO HAVE ROAD LIKE LINCOLN HIGHWAY "America's main street." as the Lincoln highway has been formulated for the organization of an assocation along the same lines of the Lincoln Highway association, pledged to con- struct a great transcontinental road from Halifax to Vancouver. A. F. Bennet, vice president of the organization in the United States, has been invited to address the Ontario Motor league in the near future and tell the steps taken. ---- any 1109 Stevens Bldg. yy | Silk Undergarments i / Al Madieras Hand-Made / Handkerahiefs Centra] 2249 Boudoir Novelties We Specialize in Made-to-Measure Undergarments Under New Management & Inc. EVERYTHING 1557 SHERMAN AVE. Evanston ELECTRICAL PHONE 5995 Our Responsibilities -- How We Meet Them A Letter Received "Upon March 5th, 1919, I purchased a battery with the un- derstanding that it would render satisfactory service. This morning it failed for the first time to start my engine. I am not sure that this is not due to my neglect and abuse of this battery. "Will you advise me as to the status of this battery and what adjustment, if any, you think I am entitled to? "Respectfully yours." To Which!We Replied "On March 5th you took our own honor-made word--ac- cepting it as 100% sterling--that we were selling a battery that would render you satisfactory service over a long period of time. "Examination of the battery in question leads us to confirm your expressed belief that it has been abused and neglected. "We desire to substantiate OUR belief to YOUR entire satisfaction that the 'Exide is. the best battery known to science,' so we are placing in your car today a new battery at no cost whatsoever. "Abuse and neglect will destroy even the master creation of master minds. If you will avail yourself of our free inspec- tion service (and it goes with every battery for an unlimited period) you will not experience one single moment's trouble. "We thank you for the privilege of meeting our responsibil- ities as we see them. "Very truly yours, "FRED W. OTTO, "President." Evanston "Exide" Battery Service INCORPORATED . 1007 Davis Street BATTERY _ 4 3 Prouty Court EVANSTON [age id€ WINNETKA PHONE 1049 SERVICE PHONE 1387 An organization that is an institution whose foundation policy is to make it a good concern with which to do business FILOWERS tl Christmas Day. ment. - ATTLELEITLLE TERETE ITLLL THERE never was a better Christmas to send We owe it to ourselves, to our Friends--yes, even to our Country, to have more Bloom and less Gloom in our Homes on 1an this Christmas. We have prepared beautiful baskets, including plant rr ---------------- "SAY IT WITH FLOWERS" 0 You are cordially invited to our Display of Christmas Flowers, abounding with Christmas Gift Suggestions. We have made ample preparation in our Cut Flower Department, Plant Department and Wreath Depart- baskets for Christmas. prepared for Christmas with Roses, narcissi, violets, sweet peas, and carnations as well as many others. For Christmas decorations we have a profusion of loose lolly, winter berries, mistletoe, box wood ever- green and Christmas wreaths and wild smilax. price of the telegram. In cut flowers we shall be Telegraph flowers to your out-of-town friends and EY relatives. We belong to the Florists' Telegraph De- livery Service, and can deliver your order in any city, anywhere in the United States and Canada, within a few hours. The service costs you nothing but the er Zz JOHN WEILAND, Florist 3 . ff WILMETTESTORE: ~~ = ct... hs | EVANSTON STORE: a : °C ~«._ 1161 WILMETTE 'AVENUE = 1614 SHERMAN AVENUE V | : » fa: ~ Telephone Wilmette 2128 Telephone Evanston 502 : &% - i BR bb lh hl LL TRL LAR LA LAA EA RAR EAN -