May, 19 11 



THE GARDEN MAGAZINE 



259 



20,000 REASONS 



WHY YOU SHOULD BUY AN E-M-F "30" — $1,000 



Twenty thousand of them, a composite, living, 

 overwhelming argument. Each reason — reason 

 enough, convincing and satisfying, yet, were it 

 possible for you to investigate, question, prove 

 each separate reason, you would probably find 

 some new point of interest to rivet your attention 

 and create in your mind a like desire to own the 

 car that could stir up such enthusiasm and scatter 

 broadcast such satisfaction. 



It is easy to write upon paper mere statements, to 

 waste the public's time and abuse its patience by 

 wearisome reiteration of platitudes that have 

 been dished up in rhetorical display over and over 

 again, talking the merits of this and that car, 

 with the same old jaded adjectives. But, in 

 the name of the great Automobile Industry, 

 let us get down to the tangible, living thing that 

 has the red blood of sincerity in it, the personal 

 gripping interest that shines in the eyes of men 

 as they talk face to face about the great thing 

 they have put their hearts and faith in. 



Reasons clothed in flesh and blood. And there 

 is no argument like unto this argument — 

 produce any man, no matter what his birth or 

 breeding, whether he moves in high society or 

 not, so long as he be honest in his opinions, strong 

 in his convictions, has stood the test of experience 

 and found out that it is infinitely better to 

 "know" than to "believe:" that man has a right 

 to stand upon his feet and have his say, and 

 what's more to the point, the world will surely 

 listen. 



Proudly and confidently we introduce you to 

 twenty thousand such men. In a moment, as 

 it were, we can usher you into the charmed circle 

 of a great living friendship that with twenty 

 thousand tongues will affirm one concrete ab- 

 solute fact, in twenty thousand different methods 

 and words of expression, each and every one 

 enthusiastically endorsing the same truth — a 

 unity of "reason why" such as the commercial 

 world has never before seen. 



Twenty thousand E-M-F "30" owners. They 

 are our reasons. Each one a thinking, separate 

 personality — each one with likes and dislikes 

 that differentiated him from all the others, 

 for no two out of all that immense number ap- 

 proached the question of "shall I buy" or "I 

 will buy" an E-M-F "30" from quite the same 

 reasoning point. One, had to weigh carefully 

 the question of first cost; another, the "after 

 buying cost" of upkeep. One, never considered 

 price, but was attracted by quality; another, 

 having a bent toward mechanics, saw quickly 

 the perfect chassis. One, considered the financial 

 stability of the Company behind the product; 

 another that same Company's good faith and 

 so on — ad infinitum. 



But they all reached the same conclusion. There 

 was some unanswerable argument presented, 

 some fact of mechanical supremacy that could 

 not be denied, some record of enduring .quality 

 that appealed, some enthusiastic owner that 

 "boosted," which compelled each and every one 

 of these 20,000 men to buy an E-M-F "30." 

 Through the maze of all other rival cars for sale 

 they found their way to the one car that expressed 

 to them in terms of power, speed, reliability, 

 comfort and serviceability the "ideal" each 

 and every one possessed. That in buying an 

 E-M-F "30" they proved their judgment to be 

 correct, is now a matter of record. 



These men are representative of all that is best 

 and constructive in our great commonwealth. 

 E-M-F "30" owners form a democracy of 

 varied interests, among them being Bankers 

 who know the value of money and its purchasing 

 power — Lawyers who are skilled in discovering 

 the weak points in any argument — Tradesmen 

 who know how to buy for profit — Farmers who, 

 as a class, are the most careful purchasers of 

 automobiles — Business men in the great pop- 

 ulous centres, who had every opportunity to draw 

 comparisons and weigh the merits of rival cars — 

 Doctors who demand the kind of car that must be 

 always ready — at a moment's notice — to go 

 anywhere over any kind of a road — every trade 

 and profession — millionaires and men who live 

 upon modest incomes are all represented in the 

 great army of E-M-F "30" owners. 



But there is one reason why you should buy an 

 E-M-F "30" that is greater and more convincing 

 than any one of those 20,000 reasons that made 

 men choose an E-M-F "30" rather than any 

 other car at any other price. And this, what we 

 call "the unanswerable reason" has been get- 

 ting stronger and bigger every day, from the time 

 the first E-M-F "30" passed into the hands of the 

 first owner, until this very moment; in fact, now, 

 it is like some irresistible power, moving all over 

 the land and sweeping everything before it: 

 we call this invincible "reason" by a simple 

 name everybody knows. 



"Satisfaction." That's it. Each and every man 

 who owns an E-M-F "30" is satisfied. They 

 are all subscribers, as it were, to the enthusiasm 

 and interest about that proved, enduring quality 

 and record-breaking price, which have made the 

 E-M-F "30" the most talked of automobile 

 in America, perhaps, in the world, because, and 

 we say this without fear of contradiction, there 

 is no car made upon which so many men abso- 

 lutely agree. These 20,000 satisfied owners will 

 tell you one story, simple and convincing, that 

 they own a car they are proud to drive, to 

 "boost," to endorse, a car, that not only backed 

 their judgment, but above all, taught them the 

 lesson — that it isn't necessary to decorate a 

 check book with a lot of fancy figures and rob 

 a bank balance to buy an automobile whose 

 quality is in the chassis, where it belongs. 



The history of this universal satisfaction which, by 

 the by, will sell another 20,000 E-M-F "30" 

 cars this year, is the history of the E-M-F 

 Company, an organization that revolutionized 

 the automobile industry, not alone in values, 

 but in methods of manufacture; that gave the 

 buying public a car which has literally defied 

 competition and sold itself. The E-M-F Com- 

 pany has always been a year or two in advance 

 of the times. We make practically every part 

 of our car, cast our own cylinders, forge, stamp 

 and heat-treat our own steel and make our own 

 bodies. Mr. Flanders' forecast, published in 

 March, 1908, that "we can manufacture more 

 automobiles of a better quality at a lower cost 

 than any other concern now T in existence," was 

 a prophecy that has been magnificently fulfilled. 



Why? Why was Flanders' prophecy fulfilled? 

 Ask any one of the twenty thousand owners of 

 an E-M-F "30." He will show you his car and 

 say, "There is the reason." So you look at it, 

 examine it, ride in it, listen to the owner re- 



counting its prowess, its mileage, its speed, 

 what it has done and the magnificent way it has 

 stood the "gaff." Because an E-M-F "30" 

 is such a glutton for service, it sort of lures a 

 man on to give it hard usage. Automobiles 

 have their particular kind of personalities. You 

 get to "know" a car. What may be expected 

 of it under certain conditions; and an element 

 of pride and friendship is established. So when 

 Mr. Flanders' determination "to make a better 

 quality car at a lower cost" than any other con- 

 cern made or sold, took shape in an E-M-F "30," 

 then also was created the "reason" of the 

 enormous sales and colossal growth of the E-M-F 

 Co. The car fulfilled the prophecy. That's 

 why you can't purchase a second hand E-M-F 

 "30." Men don't sell "automobile satisfaction" 

 when they "know" they own it. 



We will visualize it for you. There it stands! 

 A five-passenger touring car, graceful in body 

 lines, with that "straight away look" which is 

 a symbol of strength, elegance and comfort. 

 Not a fad or furbelow to cumber it with useless 

 appendage. Under the hood, a 30 horse power 

 noiseless motor that has won distinction upon 

 race track and road. A motor so perfectly 

 adjusted in power, weight and balance to the 

 rest of the chassis that it creates an absolute 

 unit of mechanical efficiency. To the expert 

 engineer the chassis of an E-M-F "30" suggests 

 the limit of scientific construction. Everv 

 owner it has proved it — proved it by enduring 

 service, for no E-M-F "30" has ever been worn 

 out. The ninth car built, shipped by us a little 

 over two years ago has travelled some 73,000 

 miles, which means nearly 15 years of actual life 

 crowded into the thirty months of its existence, 

 and it is mechanically ready for 73,000 miles 

 more. The life story of "Bullet," this famous 

 car, can be had for the asking. When you buy 

 an E-M-F "30," the confidence you put into 

 your purchase is returned to you a hundred-fold. 



The investment of $1000, in an E-M-F "30" 

 will be the wisest expenditure you ever made, 

 whether you own an automobile or not. The 

 most you can get for your money would be 6 

 to 8% interest. But here is the car at the price 

 any man can afford. And to own a car is the 

 ambition of every man. The automobile is 

 a tremendous factor in our everyday life. Aside 

 from its utility there is the pleasure it freely 

 gives,' the sense of freedom it imparts. It brings 

 the country to the city, and makes every dwel- 

 ling place a country home. At a moment's 

 notice it is ready to whirl you and your family 

 upon the sunlit, open road into the world of 

 green fields — the country's life-giving "out of 

 doors." It means health to the wife and children, 

 and binds the family in closer ties. It is a tonic, 

 nerve builder, it trebles the value of time; it 

 means recreation, the banishment of the doctor 

 and capacity for the duties of the day — in short, 

 it is a necessity. An E-M-F "30" will meet 

 this necessity and excel any expectation you may 

 now possess in the purchase of a car. 



The other day, we read in an advertisement that 

 "you can buy a real automobile now for as low 

 a price as $1500." We can take $500 off that 

 price and say the same thing, for you can buy 

 an E-M-F "30" five passenger Touring Car, 

 standard equipment, which means Magneto 

 included, for $1000 and that's the "realest" 

 automobile value you can buy anywhere. 



The Strongest Guarantee Ever Placed on an Automobile Is Given With the Purchase of Every E-M-F "30" 



The E-M-F "30" Five Passenger Standard Touring Car $1000. Roadster "30" $1000. 

 The E-M-F Fore-Door Five Passenger Touring Car (full vestibuled Body) $1100. Detachable Demi-Tonneau "30" $1050. Coupe "30" $1450 



Send for Booklet G. 



THE E-M-F COMPANY, Automobile Manufacturers, DETROIT, MICH. 



