Here' Are The New REO Moc
■ ; —i
Improvements and Refinements in
the New Reo the Fifth-—sß7s
CHASSIS: Remains practically the same as 1915. This
great chassis has been recognized for the past five years as
the standard American automobile chassis. It is unques
tionably the most accessible automobile in the world —the
simplest, therefore the cheapest, in which to make any re
pair or adjustment or replacement. Very small changes
have been made in different parts ofthemechanism. They
are such as only an engineer would understand, and their
purpose was to eliminate the slightest little sound, and to
make this the most silent as well as the most accessible
automobile in the world and to still further enhance facil
ity of driving.
NEW BODY DESIGN: Lines have been changed slightly
to conform with the latest fashions and to improve its al
ready graceful appearance.
HOOD FASTENINGS: Same as those on the "Six."
Facilitates lifting of hood without the usual inconvenience
—just a little detail but of sufficient importance to merit
our engineers' attention when it meant greater convenience
for the Reo owner.
FENDERS: Redesigned. Of the modified "Crown" type,
formed under our own big presses, and so rigid it will be
impossible for them ever to shake loose or develop a rattle.
RUNNING BOARD: New design, wide at front to pro
tect apron from scratches.
INSTRUMENTS: Now located on steering post instead
of on the cowl board. Facilitates adjustment of carbure
tor, and operation of light switches without necessity of
the driver taking his eyerffrom the road or leaning forward
from the natural driving position.
COWL BOARD: Now covered with metal instead of
leather, greatly improving its appearance.
SPEEDOMETER AND AMMETER: Located in center
where they can be seen by all occupants of the car —rear
as well as front.
STARTING DEVICE: The same wonderfully reliable
starter but with a new and improved "hook-up." The
former famous Reo worm gear device has been replaced by
chain drive. Worm was ideal but required lubrication
occasionally to get best efficiency. Some drivers neglected
it. Chain is "neglect-proof and a trifle more efficient.
SPARK AND THROTTLE: Control levers now located
on top of steering wheel. No better, but buyers seem to
prefer it.
DOORS: New locking device—unlocks and locks more
readily and certainly.
THIEF-PROOF locking device. See fuller details in "Six"
column.opposite. It's the same in Reo the Fifth.
COLOR: Golden Olive.
SPECIFICATIONS
The N«w Reo the Fifth (Model R) Touring Car—Price $875
Wheel Bim—lls inches. Starter—Electric, separate unit,
Springe—Front—Semi-elliptic— volt ' connected transmis-
J8" x 3" with 7 leave*. Rear— . .
three-quarter elliptic. Lower Trantmuiion—Selective swing
section — * 2" with 7 ' n R t > r P e with single rod center
leaves; upper section 22 13-16" control.
x 2" with 7 leaves. Clutch—Multiple dry disc, faced
Front Axle—l-beam, drop forged
with Timken roller bearing sjjin- „ ,nStant relea#e
dies. Brakes—Two on each rear wheel,
_ . - _ . , . . one internal, one external, 14"
R r*' Tubular—seir.i-floet- diameter drums-service brake
ing, Timken roller bearings at interconnected with clutch
differential—Hyatt High Duty pedal.
toller bearings at wheels, pinion c, ■ _ _ .
integral with stub shaft —two , 8 Gear and sector with
universal joints in propeller steering wheel,
shaft—torque taken by separate Control—Left-hand drive, cen
torque arms —gear ratio 4 to i. ter control—spark and throttle
Tires —34" , 4" front and rev. eelwith^ t4ccel ;
Motor-Vertical, four-cylinder. Fenders-Drawn sheet steel of
cast in pairs modified L type latest oval type-shield between
with wtqgral h«*d, with inlet running board, and body-close
£Hv derated *** detachable under
waUy operated and protected. pan—ahminum bound. lino-
Exhaust valve seated directly leum ntnDing bo^d,.
in the cylinder. Barrel type
crank case with three crank Gasoline Capacity—l6/gallons.
££ ™r„Vi„ T" Br 1 ' - r>v« P..»«.r -
line Tounng car type with
Cylinder Dimensions— 4% x extra wide full "U" doors, front
„ and rear. Genuine leather uphol-
Morsepower—3s. stering. Deep cushions and
Cooling System—Water jackets backs.
and tubular radiator, cellular Finish—Body, Golden Olive, run
pattern. Water circulation by ning gear. Black; equipment
centrifugal pump direct to ex- nickel trimmed,
haust valves. Equipment—Fully electric light
_ Lubrication—Automatic force ed throughout, improved 5-bow,
feed by plunger pump with re- one man mohair top with foil
turn system. aide curtains, mohair slip cover;
by hot air and hot water. electric horn; extra rim with
Ignition—Combined generator improved tire brackets; pump;
and magneto, driven through jack; complete tool and tire out
timing gears ; 100 ampere hour fit, foot anc robe rails.
storage battery. Price—>B7s, f.o.b. Lansing. Mich.
ASSOCIATE DEALERS
Berwick —Berwick Store
C&rliale—W. R. Black.
Catawlsaa —Yeager A Lewi a.
Chamberaburgr—B. D. Stevens.
Fishing Creek—E. P. Chapln.
Frankllntown—Lewis Lau.
Gtrarrlvlll^—G. "W. Nattrass.
-mn')li"n —Rmh.k.r tt'tnw.
Hanover—C. H. Teiser.
Hazleton—Power City Motor Co.
Lebanon—lsaac Plasterer.
Lewlsburc—Lewlsburg Fire-proof
Garage.
Lewlstown—-Bratton Bros.
Lykens—Lykens Motor Car Co.
Ci. W. S. J. IT. StinA.
Look at the Cars, Consider the Values and W
Read Carefully the Explanation of
WE FEEL WE MUST EXPLAIN to our more intelligent readers why and
how it is possible to place such cars in your hands at such unheard of prices.
FOR WITHOUT THAT EXPLANATION —without reasons so logical they
must satisfy you —you could not understand, could not accept, these
values as genuine.
OF COURSE THE PRICES ALONE WOULD NOT ASTONISH—might
not even interest —you. For mere price taken by itself, indicates nothing
to the intelligent buyer.
BESIDES YOU'VE BEEN SURFEITED with announcements of "big cars at
little prices"—this year more than ever before.
MOST MAKERS SEEM TO HAVE LOST THEIR HEADS in the fierce
battle of price competition. As a result you've seen price reductions that
must, we think, have indicated to your mind clearly one of two things—
either that the value was not there last season or couldn't he this.
SO MERE PRICE—EVEN THESE SENSATIONAL NEW REO PRICES
—would interest you only mildly if at all. *
BUT KNOWING AS YOU DO REO STANDARDS of excellence in materials
and manufacture; knowing as you do the Reo reputation for making only
cars of sterling quality; knowing and estimating as you will, Reo integrity
in selling as well as in making, you must marvel at these prices.
FOR TAKEN WITH THE QUALITY of these two famous Reo models, these
prices represent the greatest values ever offered in an automobile —values
greater than you had ever believed or hoped would be possible.
YOU KNOW THESE TWO REOS—you know that in all the world there have
never been two models that enjoyed greater popularity.
DEMAND ALL LAST SEASON was many times greater than our ability
to produce them —even in our big factories.
AND RIGHTLY SO —for we maintain that these are the ripest, the most re
fined, and the most nearly perfect automobiles ever turned out of any factory
—simply because they have been made in their present form —in all essen
tials —for more years than any others; and more time, and more experi
ence, more skill, and more care have been devoted to refining and perfecting
these chasses.
IF YOU WERE TO ASK US to state what, in our opinion, is the strongest
thing that can be said about the Reo product for next season, we would say
without a moment's hesitation, "We have no new model to offer." None of
the grief that you and we know is inseparable from a new and untried car,
to face during the coming months.
BOTH REO MODELS —Reo the Fifth, "The Incomparable Four," and the
Reo Six —have long since passed the experimental stage. . Both have
been tried and proven —and not by factory testers, but by thousands and
tens of thousands of owners, and in every land.
THINK WHAT THAT MEANS. Consider the satisfaction it is to us
to know —to know absolutely—that every car that leaves this factory
in the coming year will carry with it absolute satisfaction —absolute cer
tainty of satisfaction —to its new owner.
THINK WHAT THAT MEANS to men whose hearts are in their work and
who believe in carrying personal integrity into corporate affairs.
FOR WE REO FOLK ARE that kind of people—we state it not boastfully
but just as a simple fact.
IT'S OLD FASHIONED, WE KNOW, and not considered "good form" in
some circles these days.
BUT WE LIKE TO FEEL toward every man who buys a Reo car as if he were
our next door neighbor whom we expected to see frequently and whom we'd
meet gladly and with pride in the car we had sold him.
THIS YEAR OF ALL YEARS we are glad we have nothing radically new,
nothing experimental —nothing even doubtful or questionable—to offer our
hosts of friends.
OF COURSE WE CONSIDERED this matter from every angle. We are
conversant —have been for months —with everything others were trying to
do.
OUR ENGINEERS ARE JUST AS ALERT as others—just as enterprising
and just as prone to experiment and to explore new and interesting fields.
They enjoy working mechanical puzzles just as keenly as any. But
MOST OF ALL WE CONSIDERED it from the standpoint of those thousands
and thousands of friends who have learned to lean upon us, secure in the belief
that we will offer them nothing but that of which we ourselves are sure.
AND WE BASED OUR PLAN ON THE ASSUMPTION that what the
great majority of intelligent buyers want is not novelty—not mechanical
puzzles nor engineering legerdemain—but service. Just dependable en
joyable automobile service and low upkeep cost with minimum deterio
ration in value of the article from year to year.i
HARRISBURG
AND ON THAT BASIS WE KNEW that nothing our engineers could d<
or our factories build, could give quite as much service and satistactic
these two Reo models, on which our engineers have concentrated for j
and both of which, as a result of those years, and of our pride in our u
have been refined to the last degree and the last little detail.
"BUT THE PRICES?" YOU ASK. "Why and how were these neces
and possible? Why necessary—how possible, for this product, not m<
as good as formerly, but better?"
r "WHY —WITH A DEMAND that, all through last season was great!
excess of the possible output of the factories, was it necessary to re
prices at all? And then, why so great a reduction?"
WE WILL ANSWER THAT QUERY.
IT WASN'T NECESSARY —any more than it was necessary to devot<
thought and the energy and the expense to the improvement of cars
already represented values so great that every Reo car was snapped uj
instant it came from the factory. 4
IT WASN'T NECESSARY either to improve the quality or to reduce
price—except that it is and always has been the Reo desire to give Reo
ers greater value then could be obtained elsewhere and just as much mo
our greater experience and superior facilities could give.
BUT IT WAS POSSIBLE —and that was sufficient.
THE REASON IS INTERESTING —interesting and instructive and nr
mighty profitable reading to any prospective buyer of an automobile.
A COMBINATION OF FACTORS and conditions that are, we be)
unique with Reo, made these prices for these quality-cars possible.
WE MAINTAIN THAT NOWHERE ELSE in this industry do all
factors and conditions exist in combination as they do with Reo.
NO; PRICES OF MATERIALS HAD NOTHING to do with it. Pric
no important materials are lower, while prices of many are conside:
higher than a year ago. And we have never known a time when it w
difficult to obtain materials as now!
ONLY WAY COST OF MATERIALS in a car can be reduced this
is by reducing quality of materials —using inferior or substitutes.
YES; THERE IS ANOTHER WAY —the simple expedient of reducini
amount of materials. In other words, reducing the weight of the car.
FOR IT IS A FACT THAT YOU CAN reduce the cost of an autonr
twenty-five per cent by the simple process of cutting the weight dowr
much. Some makers do —to the danger point, we believe?
REO CARS ARE LIGHT CARS —but not light to the point of Aims
They are as light as may be without sacrifice of safety or durability.
THE WONDERFUL DURABILITY and sturdiness as well as the lo'
keep cost of Reo cars are due to the happy medium our designers
attained in the matter of weight. Made heavier they would lack the
and Go and economy of operation for which Reos are famous —made a i
lighter and we feel we'd sacrifice durability.
SO THAT EXPEDIENT of cutting down the amount of materials th
into the car was not to be thought of, any more than was the other of
materials of inferior quality or substitution.
IN THE MAKING OF REOS this year we are using—not better be
they are not to be had —but the same quality of materials as formerly
that isn't the reason for the lower price.
COST OF MAKING IS, HOWEVER, somewhat less thanks to the fac
in many ways we have been able to reach a still higher degree of effic
ONE BIG ITEM IN COST REDUCTION of these two models was tY
that both had long since passed the experimental stage. That stage th
which every new model must pass and which is there r ore so dreaded
manufacturers and experienced buyers—because it has proven so exp
to both.
WHEN WE TELL YOU that, had we found it necessary to project
model to take the place of either of these, we would have set fi
at least SIOO,OOO to defray the cost of the experiment —and would
doubled the amount had our plan been to supplant both —you will see
we have been able to place to the credit of Reo buyers for the comin
a fund of at least $200,000.
Reo Motor Car Com
AUTO COMP
Largest Distributors of Reo