en Your Astonishment Has Somewhat Abated,
ow These Prices Were Made Possible
IT TAKES AT LEAST THREE YEARS to perfect any new automobile
model. Ask any manufacturer. Or call up your own past experience.
Anyway it takes that long to get a car to the point of perfection where we are
willing to offer it to Reo buyers and back it with the Reo guarantee.
ANOTHER ITEM THAT HELPED tremendously was the fact that the
tool cost on both these famous models had long since been absorbed —
charged off —permanently disposed of.
THAT IS A BIG ITEM. You'd be surprised—unless you also are a manu
facturer —to know how big.
BUT PERHAPS THE MOST IMPORTANT factor in the reduction of
manufacturing cost and at the same time the making of a better product,
was to be found in Reo itself.
NEVER SINCE THE DAY REO WAS incorporated has there been a single
change in the personnel of the executive organization.
CONSIDER if you are a business man —and you are or you are not
interested in the purchase of an automobile—what that means in economi
cal production and in quality of a product.
THE SAME PRESIDENT presides who occupied the chair at the first
meeting of Reo.
THE SAME GENERAL MANAGER DIRECTS; the same engineer designs;
the same expert handles the funds; the same purchasing agent buys; the
same factory superintendent oversees; and finally, the same men direct
the sales, who have handled these important departments since the first Reo
was designed and made and sold.
ALL WE'VE LEARNED WE'VE KEPT right in the Reo organization.
THIS IS MORE LIKE A FAMILY than a big business corporation. Per
haps that is why they say Reo has a soul! Perhaps that is why those who
sell to and those who buy from us continue year after year.
AND IN THE FACTORY—do you know there are scores of men in the Reo
factories today, working on these latest Reo models, who worked on the very
first Reo? Hundreds who have been here six to ten years.
SO THERE AGAIN WE CAN SAY "All we've learned we've kept." Every
man has become a specialist—is an expert —at his particular task.
CONTRAST THAT with the kaleidoscopic changes you've seen in this new
industry—changes so frequent and so radical that today you can find no one
to back up the guarantee of the car you bought yesterday.
COMPARE THAT REO POLICY with the vacillating plans of some you've
known. That Reo guarantee, that like the Reo standard on which it is
based, never changes, never knows expediency, never repudiates a promise
made by any Reo representative.
AND IT'S A MATTER OF PRIDE with us to know that Reo workmen
are an exceptionally intelligent class of citizens. Compare the work such
men must turn out with that of the illiterate, unskilled types that populate
most factories.
WHY EVERY REO WORKMAN KNOWS that an error or piece of slip
shod work will inevitably be brought back to him. And it isn't fear that
actuates him in doing the best he can, it's pride—the pride that comes only
from long association with the same house and the same product and makes
the workman feel a kind of proprietary interest.
WE WISH YOU COULD COME and visit us at the Reo factory. Wish you
could talk with Reo workmen—the rank and file as well as the directing
heads. You'd know then the reasons for the superior quality of Reos.
IF YOU COULD COME AND SEE —if every prospective buyer could visit
all factories and compare methods instead of prices and see the superior
quality of materials and of workmanship that goes into Reos—well, we
never would be able to make enough Reo cars to go 'round.
BUT TO RETURN TO OUR TEXT which was, how prices of these great
F cars could be reduced at the same time that quality was improved.
REO DEALERS ARE RESPONSIBLE —the credit is theirs —for the biggest
item. For, but for the unprecedented action and the hearty co-operation of
hundreds of Reo Distributors we could not have placed these cars in your
hands at these prices.
iny, Lansing Michigan
NY, HARRISBURG, PENNA.
jetween New York and Detroit
LIKE THE FACTORY ORGANIZATION the Reo Dealer Organization has
been with us from the first. Many of the principal Reo dealers have sold
Reos exclusively ever since the first Reo was made. You will understand
therefore, that the bond between Distributors and factory is a very
intimate and a very powerful one.
WE TAKE THEM INTO OUR CONFIDENCE to a greater degree than is
usual in this business. We have no secrets from them.
THAT S WHY REO DEALERS are so loyal—they know —they do not guess,
they know —that in Reo cars they give their customers more value than
they can find elsewhere.
WELL, THIS SEASON WE WERE CONFRONTED with a problem
price competition to an extent greater than ever before.
OUR DEALERS INSISTED that, even though fortified with Reo quality
and prestige, still they could not wholly ignore price competition.
WE CONTENDED that price did not matter; that it fooled no one—or at
most only a small percentage of buyers and they not the most desirable.
WE SHOWED THEM that the cost of making Reos could not be materially
lessened without reducing the quality—and that our plan was to improve
the quality wherever possible.
WHY, WE REO FOLK wouldn't want to be in business if we couldn't feel
we could make better cars this year than last; next year than this!
WE SET OUR OWN STANDARDS and will always ignore those of others
—at least when they trend downward!
BUT THEY PROTESTED that the average buyer saw only the price tag.
That while he saw the reduction in price he did not notice the reduction in
quality—in value. So they wanted a competitive price on Reos as well
as Reo quality in the product. «
THERE WAS ONLY ONE WAY it could be done —that was if the dealers
would agree to handle Reo cars on a smaller margin of profit than is the rule
with other cars. We told them that if they would agree to that, we could
set a price on Reo cars that would create a genuine sensation.
AND THEY AGREED! It is an unprecedented action we believe. And that
the hundreds of Reo Distributors assented to the plan was due to another
unique condition —namely, the extremely low cost of selling and of giving
service on Reo cars.
A CANVASS SHOWED this remarkable fact: That the average cost
of the dealer's guarantee on a Reo car —the cost of keeping it in perfect
running order and its buyer thoroughly satisfied —was less than six dollars
per car per year!
JUST COMPARE THAT with the cost of maintaining some makes of cars.
WHY, ONE OF OUR DEALERS who handled two other lines last season
but who declares, most emphatically, he will handle Reos exclusively
hereafter—tells us that the average cost to him per car on one of those
lines was S6O and on the other $49 —while Reo averaged in his case $4.75
per car per year!
AND THAT WASN'T ALL. The factor that Reo Distributors consider most
important is the customer —satisfied or the reverse? For you must know
that though that dealer spent S6O to keep a certain car running he still could
not keep the man to whom he had sold that car satisfied —not even by tak
ing it back and standing the full loss himself.
HE COULD NOT REIMBURSE him in dollars for the delays, the disappoint
ments and the aggravations he had suffered from that car.
SO REOS WILL BE SOLD in the future on a lesser margin from dealer to
user (and factory margin has always been as close as was safe) than any
other automobile in the same class or of higher price.
AND YOU AS A REO BUYER GET THE FULL BENEFIT.
AND YOU GET MORE THAN THAT. You get more than a Reo at the
sensational price.
YOU RECEIVE AN ASSURANCE, a guarantee that cannot be over-esti
mated —in the fact that Reo cars have proven so good—so absolutely
dependable—so economical in upkeep and operation—so wonderfully satis
fying to their owners that those dealers feel they can handle them on that
small discount basis.
WE THINK WE HAVE PROVEN TO YOU how and why, and therefore,
that you Jo receive a higher percentage of value for your money when you
buy a Reo than is possible in most, or perhaps any other automobile.
ORDER NOW —Don't delay if you'd have your Reo when you'll want it,
for nothing can be more certain than this —the shortage of Reos in the
coming months will be greater even than in the past.
AND YOU KNOW that, never since the first Reo was made has it been
possible to make enough cars to supply all who wanted Reos.
Improvements and Refinements, in
the New Reo Six —51250
WHEELBASE: Increased to 126". The advantages of
this change are greater than appear on the surface. For
wheelbase necessitating as it did, a re-designing of the
springs, and addition of more leaves, greatly enhances the
previous wonderful riding qualities of this car.
TIRES: Increased from 4" to diameter.
BODY: Is of the internationally popular "Sheerline" type.
Seven-passenger—formerly five —with auxiliary folding
seats. A real seven-passenger car; ample width and leg
room for all passengers.
FRONT SEATS: Divided. A feature heretofore found
only in cars listing at very high prices, and one that adds
greatly to the convenience and comfort of the occupants.
SWITCHES AND CARBURETOR CONTROL located
on steering post —formerly on cowl board.
COWL BOARD: Covered with metal instead of leather,
and greatly improved in appearance.
SPEEDOMETER AND AMMETER: Now located in
center of cowl board. Easily read by any passenger in
the car.
HOOD FASTENING AND FITTINGS: New design
pull out and up. Obviates scraping of knuckles and
swear words.
FENDERS AND RUNNING BOARD: New design, mod
ified "Crown" fenders. More beautiful and absolutely
rigid.
GASOLINE TANKs Located at rear. Result, greater
facility in filling—no extra fitting or gooseneck required—
just pour it in from a can. Also lends to superior riding
qualities as a result of transferring this 150 pounds of
weight from front to rear of chassis. ,4 \' *
VACUUM TANK GASOLINE SUPPLY: The famous
Stewart vacuum tank that guarantees a full carburetor
on the steepest hills. Gasoline gauge located beside filler.
TIRE CARRIER—IMPROVED: Supported by chassis
only—no body attachments —and adapted to carrying
rims as well as tires.
FRAME: Deeper and stiffer. Designed to carry the extra
passenger load and to minimize body vibration.
SPRING SUSPENSION: Re-designed to accomodate long
wheelbase. Increased easy riding qualities as shown
above.
MOTOR: Re-designed in small but important details. By
re-designing front end we have been able to eliminate two
gears and at the same time all gear noises. Also refined
in other details, which you would not notice but which
will give greater satisfaction.
AND FINALLY, THE LOCKING DEVICE, a feature
that is made possible by the unique Reo design, and which
we think others will find it difficult to copy. This enables
the driver to lock simultaneously, the starting device, the
transmission and the floor boards. Starting device is
made inoperative, at the same time that the transmission
gears are locked in neutral position. And to make assur
ance trebly sure, floor boards are locked down so it is
impossible to get at the parts. It would take a volume
to describe it —but you will see and appreciate it at a
glance.
SPECIFICATIONS
The Now Reo Six (Model M) —Price $1250
Wheel Base — 126 inches. Brakes —Two on each rear wheel,
Springs— Front — Semi-elliptic — one internal, one external, 14"
38" x 2" with 8 leaves. Rear— diameter drum* —service brake
Cantilever —50x 2)4." with interconnected with clutch
8 leaves. pedal.
Front drop forged Steering-Gear and sector with
with Timken roller bearing spin- lg „ wheel.
Rear Axle —Full floating, Timken Control —Left-hand drive, center
roller bearings at differential and control —spark and throttle on
at wheels —two universal joints steering wheel with foot accele
in propeller shaft—torque taken rator. Positive—thief proof
by separate torque arms—gear locking device,
ratio 4 to 1. Fenders —Drawn sheet steel of
Tires —34" x 4H" front and rear. latest oval type—shield be-
Non-skid on rear. tween running boards and body
Motor —Vertical, six-cylinder, —close fitting, quick detachable
cast in threes, modified L type under pan—aluminum bound
with integral head, with inlet linoleum covered running
valve in head. Valves mechan- boards.
ically operated and protected. Gasoline Capacity— lß gallons.
Exhaust valve seated directly Tank in rear with Stewart Vac
m the cylinder. uum System supply. Gasoline
Cylinder Dimensions— 3A x gauge beside filler.
Horsepower —4s. ' Bo dy^even-p a^^touring
Cooling System —Water jacket, «« w „ th wide full "U"
and tubular radiator, cellular doors fnmt and rear. Genuine
pattern hand-buffed bright enamel finish
Lubrication —Automatic force leatherupholrtering. Deepcush
feed by plunger pump with re- lon# "
turn system. Finish—Body, Golden Olive—
Carburetor —Automatic, heated running gear, Black—equip
by hot air and hot water. ment nickel trimmed.
Ignition —Combined generator Equipment —Fully electric light
and magneto driven through ed throughout; improved 5-bow
timing gears with 100 ampere one man, mohair top with full
hour storage battery. side curtains; mohair slip cover;
Starter —Electric, separate unit, dear-vision,rain-vi<rion, ventila
connected to transmission. ting windshield; speedometer;
Transmission —Selective swing- electric horn; extra rim with im
ing type with tingle rod cen- proved tire brackets; power tire
ter control. pump; jack; complete tool and
Clutch —Multiple dry disc, faced tire outfit; foot and robe rails,
with asbestos, with positive and Price— sl2so, f. o. b. factory,
instant release. Lansing, Michigan.
Millersburg—Millersburg Auto Co.
Millerstown—Millerstown Auto Co.
MtUheim—C. H. Breon Auto Co.
Mt. Union—Mt. Union Motor Car Co.
Pine Grove—Harry Smith.
Plymouth—Frank Martz.
Rmrlng Creek—lrvin Krelscher.
CU.l* College—C, £. Snyder's Garage.
ASSOCIATE DEALERS
Sellnsgrove—Chas. Neiswender.
Shamokin—Warren Unger.
Shenendoah—E. D. Longacre.
Tyrone—Keystone Motor Car Co.
Wataontown—W. E. Uaidaeher.
Waynesboro—J. G. Beaver.
York—York Auto Exchange.