"THE 
GOLD  STANDARD 
V  OP  VALUES''^/ 
Announcing 
The  Reo  Models  and 
Two  Important  Price  Reductions  —  Two  Interesting  New  Models 
Prefaced  by  a  Few  Pertinent  Paragraphs 
Pertaining  to  the  Reo  Policy  and  Program 
The  New  Four -Cylinder,  3-passenger  Reo 
Roadster,  $875 
The  New  Reo  the  Fifth,  “The  Incomparable 
Four,”  $875 
The  New  Four-Cylinder  Reo  Enclosed  Car, 
$1025 
The  New  4-passenger  Reo  Six  Roadster, 
$1150 
The  New  7-passenger  Reo  Six  Touring 
Car,  $1150 
The  New  Reo  Six  7-passenger  Sedan,  $1750 
1500-pound  Reo  “ Speed  IV agon,”  $1000 
THIRST  LET  US  SAY,  since  ft  is  relevant  at  this  time,  that 
-I  Reo  has  not,  is  not  now,  and  will  not  be  concerned  in, 
or  a  part  of,  any  merger,  combination  or  consolidation  with 
other  automobile  concerns. 
THE  AIR  HAS  11  FEN  FULL  of  rumors  of  proposed  plans 
for  the  uniting  of  several  rival  concerns  for  weeks  past.  The 
wildest  rumors  have  gained  currency  and  sortie  credence. 
ANY  CONCERN  THAT  COULD  by  its  financial  standing 
lend  strength ;  by  its  organization  and  experience  lend  confi¬ 
dence;  or  by  its  reputation  lend  respectability  to  such  a  plan, 
has  been  mentioned  in  the  gossip. 
AND  SO  REO,  THE  PIONEER— financially  one  of  the 
strongest  in  the  world — has  been  much  discussed,  much 
coveted  by  promoters. 
THAT'S  WHY  WE  SAY  at  this  time — and  we  desire  to  make 
it  as  strong  and  clear  ns  words  can  convey — Reo  is  not  and 
will  not  be  one  of  these. 
REO  WILL  CONTINl1  E  to  do  business  at  the  old  stand  in  the 
old  Reo  way,  striving  from  day  to  day  to  give  to  Reo  buyers 
just  as  much  of  value  as  our  experience  and  facilities  will 
permit — and  that,  as  you  already  know,  has  always  been 
just  a  little  more  than  you  could  obtain  elsewhere. 
WE  HAVE  NOTHING  TO  SELL,  we  Reo  folk.  Nothing 
save  the  legitimate  product  of  our  factories. 
WE  ARE  MANUFACTURERS-  not  promoters.  Merchan¬ 
disers — nol  stock  manipulators. 
THAT  WHICH  WE  HAVE  we  prize  so  highly  none  other 
could  see  the  value  we’d  put  on  it. 
WE  HAVE  A  PERMANENT  business — of  how  many  other 
automobile  concerns  can  that  be  truly  said?  That  asset — 
who  can  inventory — who  appraise? 
NO:  WE  HAVE  NOTHING  TO  SAY  against  such  combina¬ 
tions.  nor  against  those  who  make  or  who  join  them.  Un¬ 
doubtedly  they  are  good — for  those  on  tire  inside, 
AS  TO  THEIR  INFLUENCE  for  good  or  ill  on  the  trade — or 
the  consumer —time  alone  can  tell.  Anyway  that  question 
has  not  been  asked,  nor  that  phase  considered,  apparently — 
so  why  should  we  try  to  answer  it? 
WE  WILL  SAY  THIS  THOUGH— that  the  spirit  of  “I’ve  got 
mine,  so  I  don’t  care,"  which  is  invariably  preceded  by 
“When  l  get  mine,  etc." — has,  in  our  opinion,  seriously 
retarded  this  great  industry  and  lowered  the  general  stan¬ 
dard  of  the  product. 
TOO  FEW  HAVE,  BUILT  for  permanency — too  many,  alas, 
for  the  quick  clean -up. 
GROOMING  A  BUSINESS  for  such  a  coup  involves  forcing 
production  to  the  limit  to  show  paper  profits — and  the  result 
is  a  product  of  mediocre  quality  at  best. 
FRANKLY  WE  DON’T  KNOW — we  Reo  folk— where  we 
could  put  the  money  (did  we  listen  to  the  siren  song  of  the 
promoter);  we  don't  know  where  we  could  reinvest  the  money 
with  equal  safety  and  with  ns  good  prospects  for.  not  larger, 
but  as  steady  and  certain  return*  permanently.  We  don’t  know. 
THE  REO  POLICY  IS  SUCH;  the  Reo  product  Is  such;  Reo 
reputation  is  such;  that  this  business  is  as  sound,  as  perma¬ 
nent,  as  sure  as  any  other  business  in  the  world — in  or  out 
of  the  automobile  industry — bar  none.  It  is  so  regarded  by 
bankers  and  business  men  the  world  over. 
ASK  YOUR  OWN  BANKER— he  will  tell  you. 
SO  WHAT  COULD  WE  GET  in  return  for  this  business 
(honestly  get,  of  course)  that  would  be  a  fair  exchange. 
THIS  BUSINESS  WAS  CONCEIVED  IN  PRIDE— and  that 
pride  of  achievement  is  its  greatest  guarantee  of  quality  in 
the  product  to  you — and  of  its  permanence  to  u.*. 
THEN  THERE'S  THAT  OTHER  ANGLE  that  some  might 
call  foolish  sentiment  but  which  we,  old  fashioned  Reo  folk, 
regard  most  seriously — namely,  the  obligations  we  have 
assumed  toward  distributors  and  dealers  and  buyers  of  Reo 
Motor  Cars  and  Trucks. 
COULD  WE.  IN  HONOR,  entrust  to  any  other  the  fulfillment 
of  those  obligations — and  enjoy  the  money  we  had  received? 
WE  REO  FOLK  HOLD  that  the  sale  of  a  car  is  not  the  con¬ 
summation,  but  only  the  beginning  of  a  transaction. 
TO  OUR  WAY  OE  THINKING  wc  assume,  at  the  time  we 
accept  the  check  in  payment,  an  obligation  that  shall  endure 
so  long  as  that  car  is  in  operation. 
YOU  SEE.  WE  ARE  OLD  FASHIONED — very  old  fashioned, 
we've  been  told. 
BUT  THIS  IS  AX  AD  and  we  should  talk  business — "hard 
cold  business"  in  an  ad.  So  we’ll  say  no  more  on  that  sub¬ 
ject!  Leave  it  to  those  who  are  interested  in  such  things — 
those  who  have  a  price. 
YOU  WANT  TO  KNOW — everybody  always  wants  to  know 
— what  models  Reo  wi;l  make  the  coming  year,  and  the 
price  of  each. 
OF  COURSE  THERE  ARE  NO  NEW  MODELS  —  new 
chassis  models  we  mean.  You  do  not  look  for,  do  not 
expect,  do  not  want  new  chassis  models  from  Reo. 
THAT  ISN’T  THE  REO  WAY.  Refinements — of  course. 
Detail  Improvements — wherever  and  whenever  we  can 
find  a  place  or  a  way  to  make  them. 
NOTHING  RADICALLY  NEW  is  ever  offered  to  Reo  buy¬ 
ers.  For  it  isn’t  new  when  it  gets  to  you — it  has  been  thor¬ 
oughly  tried  and  conclusively  proven  before  we  let  it  get 
into  a  Reo  car. 
NEW  BODY  TY’PES — YES — and  some  that  put  Reo  in  the 
highest  class  of  cars  in  looks  as  well  as  in  performance  and 
longevity.  We’ll  treat  of  each  in  turn. 
REO  THE  FIFTH  COMES  FIRST,  of  course.  First  not 
only  among  Reos,  but  among  motor  cars. 
FOR  THIS  IS  THE  GREATEST  automobile  ever  built,  we 
verily  believe. 
THIS  IS  THE  SEVENTH  SEASON  that  Reo  the  Fifth  has 
been  standard  in  practically  its  present  form. 
NO:  THE  PRICE  WILL  NOT  BE  CHANGED  this  season. 
We  will  not  increase — we  cannot  lower  it. 
ACTUAL  COST  OE  MAKING  is  now  more  (86 0  more)  than 
when  the  present  price,  $>>70,  was  set  a  year  ago.  And  we 
had  made  this  model  so  long:  had  so  refined  and  perfected 
manufacturing  processes;  had  reached  such  an  high  state 
of  efficiency  In  production;  und  out  dealers'  discounts  so  low 
that  we  bad.  then,  reached  rock  bottom. 
IT  WAS  AN  ACHIEVEMENT  of  the  first  magnitude  to 
produce  such  a  car  and  sell  it  at  such  a  price — $875. 
TODAY  Y’OU  SEE  OTHERS  increasing  prices  all  along  the 
line.  They  must  do  so.  They  have  no  choice. 
ORDINARY  BUSINESS  RULES  dictate  that  we  also  "tilt'* 
tire  price  of  Reo  the  Fifth  $50  at  least. 
BUT  REX)  PRIDE  PROMPTS  that  we  absorb  the  extra  cost, 
as  we  have  for  months  past,  and  keep  the  price  where  it  ia 
until  conditions  will,  happily,  return  to  normal. 
THE  FOUR-CYLINDER  ROADSTER— same  wonderful 
chassis,  same  price,  is  the  smartest  thing  on  wheels- — the 
most,  popular  car  In  the  wot  Id  among  physicians,  and  all 
professional  and  business  men.  Also  $875. 
TO  SUPPLY  A  GROWING  DEMAND  for  an  enclosed  body 
on  Reo  the  Fifth  chassis,  we  have  planned  to  build  a  limited 
number.  The  quality  will  be  Reo  -which  is  to  say,  excel¬ 
lent..  The  top  is  rigidly  supported  at  front  and  rear.  Re¬ 
movable  glass  panels  convert  it  into  a  veritable  limousine  for 
winter,  and  these  discarded  and  with  Jiffy  curtains  (which 
arc  also  furnished)  it  is  an  ideal  summer  touring  car.  The 
ptice  is  $1025, 
THE  NEW  REO  SIX  will  continue  In  Its  present  popular 
forms — the  7-passenger  touring  car  and  the  classy  4-passen¬ 
ger  roadster;  and  we  will  make  a  limited  number  with  Sedan 
bodies  to  supply  an  insistent  demand  for  this  type  of  body 
on  this  splendid  chassis. 
THE  PRICE  IS  REDUCED  S100  on  the  7-passenger  and 
roadster  models.  Now  $11501 
NOW  YOU  WONDER,  and  naturally,  how  we  can  reduce  the 
price  of  the  Reo  Six  models  nnd  not  the  Four  -especially 
after  what  we  have  just  told  you  about  the  increased  cost 
of  production. 
SEEMS  ILLOGICAL  at  first  blush — doesn't,  it?  But  It  isn’t. 
For  the  truth  is  never  illogical.  And  the  truth  is  that 
despite  the  present  higher  prices  of  materials  and  labor 
stiil  it  cosU  HS  less  to  make  this  six-cylinder  model  than  it 
did  a  year  ago. 
THIS  POPULAR  REO  SIX  Is  now  in  its  third  season.  It 
lias  passed  the  same  stages  through  which  its  great  four- 
cyllmlcr  namesake  went — initial  costs  have  been  absorbed, 
charged  off.  And  in  accordance  with  that  unswerving 
Reo  policy  we  give  the  buyer  the  benefit  and  set  the  price 
at  $1 1.50  f  .  o.  h-  Lansing. 
YVE  WILL  MAKE  A  LOT  MORE  of  those  4-passenger  Six 
Roadsters  tin*  coming  season.  We  underestimated  the 
appeal  and  the  demand  for  this  model.  It  proved  one  of 
tiie  most  popular  Reos  ever  built. 
THE  SIX  SEDAN  speaks  for  Itself,  though,  truth  to  tell,  an 
illustration  docs  it  scant  justice. 
YOLr  MUST  SEE  IT  where  you  can  study  its  artistic  lines 
and  fauliless  finish  to  fully  appreciate  this  latest  Reo  which 
we  price  at  $1750. 
NOW  A  WORD  ABOUT  THE  TRUCKS  since  90  per  cent 
of  all  Reo  automobile  distributors  also  handle  Reo  motor 
trucks. 
PRICE  OF  THE  1500-POUND  REO  “Speed  Wagon"  has 
been  reduced  to  $1000. 
SAME  REASON — SAME  POLICY' — reduced  cost  of  manu¬ 
facture  despite  higher  present  cost  of  materials — as  enun¬ 
ciated  in  speaking  of  the  Keo  Six. 
AND  THAT  TWO-TON  REO.  What  shall  we  say?  What 
need  we  say?  YVe  submit,  it  is  the  greatest  2-Ton  motor 
truck  in  existence.  Has  been  standard  for  longer.  Has 
given  greater  proof  of  its  sturdiness  und  efficiency  and  low 
coal  of  upkeep. 
IF  WE  ARE  TO  JUDGE  by  that  over-demand,  we  may  well 
assume  that  we  could  sell  all  that  we  could  make  were 
the  price  $2500,  instead  of  $1050. 
AND  FINALLY  A  WORD  about  the  big  general  plan — a 
brief  reiteration  of  the  Reo  policy. 
WE  STILL  ADHERE,  to  our  determination  never  to  make 
more  Reo  ears  or  trucks  than  we  can  make  and  make  every 
one  good. 
TEMPTATION  IS  GREAT  of  course.  Dealers  protesting, 
buyers  begging  for  more  Reos.  But  we  know — we  know 
— on  what  solid  foundation  thia  Reo  success  was  built; 
and  well  Jealously  guard  that  policy  to  the  last. 
RIGHT  NOW — AUGUST— there  are  more  orders  on  hand 
at  the  factories  than  nt  any  previous  time  in  Reo  history, 
orders  hopelessly  in  excess  of  factory  output — and  that 
also  is  greater  than  ever  before. 
AND  RIGHT  NOW  Reo  stands  higher  in  the  esteem  of  buy¬ 
ers  and  of  live  trade  than  ever  before. 
S3t),UtMJ,OOt)  PER  ANNUM  Is  not  small  by  any  means.  Reo 
is  in  fact  one  of  the  largest  In  point  of  production.  * V  e 
have  no  ambition,  however,  to  be  the  largest.  Don  t  want 
to  make  all  the  automobiles — only  the  best. 
RATHER  THAN  INCREASE  the  quantity  we  shall  strive 
always  to  improve  the  quality  so  that,  as  the  art  advances 
and  cars  generally  improve,  still  Reo  will  continue  to  be 
knowq  as — “The  Cold  Standard  of  Values. 
2-ton  Reo  Truck  (Chassis  only , 
with  Driver’s  Seat  and  Cab),  $1650 
(All  Prices  are  f.o.  b.  Lansing,  Michigan) 
REO  MOTOR  CAR  COMPANY 
REO  MOTOR  TRUCK  COMPANY 
Factories:  Lansing,  Mich. 
