s  —but  it  wouldn’t 
be  a  Reo! 
Are  you  one  of  those  who,  just  because  you  can’t  get  a  Reo  on  the 
minute,  are  thinking  of  accepting  as  a  substitute  a  car  that  is  your 
“second  choice?” 
Or  are  you  one  of  those  who  think  perhaps  you  can  get  as  good  value 
in  some  automobile  of  lesser  reputation? 
If  you  are  in  doubt  on  any  point,  let  us  just  say  this: 
Take  a  Reo,  and  have  it  made  in  any  other  factory — and  it  wouldn’t 
be  a  Reo. 
It  isn’t  design  alone — there  are  no  radical  features  of  design  in 
Reo  cars. 
Nor  is  it  factory  equipment — all  automobile  factories  have  about 
the  same  machines.  Reo,  being  a  leader,  is  always  a  few  months 
ahead  of  most — but  machine  tools  are  practically  standard. 
Nor  could  one  say  that  Reo  mechanics  are  all  more  skilled — others 
can  hire  good  mechanics  too. 
That’s  why  we  say  that  if  you  took  Reo  design  and  Reo  specifications 
and  had  the  car  made  up  in  some  other  plant,  still  it  would  not 
be  a  Reo. 
It’s  the  Reo  spirit — that  indefinable  but  still  tangible  thing  that 
pervades  the  whole  Reo  organization  from  General  Manager  down 
to  the  Last  Man  in  the  Shops,  that  gives  to  this  product  the  quality 
that  has  come  to  be  known  as  Reo. 
We  like  to  call  it  good  intent — for  after  all  that  is  the  determining 
factor. 
It  is  the  desire  of  the  Reo  Folk  to  make  the  best  automobiles  it  is 
possible  to  make. 
Not  the  most,  but  the  best.  Not  quantity,  but  quality,  is  the 
Reo  goal. 
And  every  Reo  man — from  the  Chief  Engineer  to  the  Final  Inspec¬ 
tor — is  imbued  with  that  spirit,  is  actuated  by  that  desire  to  make 
good,  dependable  automobiles.  Better  than  others. 
Visit  the  Reo  plant.  You  will  be  welcome — the  doors  are  always 
open.  Rec  Folk,  proud  of  their  work,  are  glad  to  show  you  through. 
Note  the  atmosphere  of  the  place.  Watch  the  workers — listen  to 
the  remarks  you’ll  hear. 
No  one  asks — “How  many  did  we  make  yesterday?”  as  you  hear 
in  so  many  factories  nowadays. 
For  that  isn’t  the  thought  uppermost  in  the  minds  of  Reo  workmen. 
It’s  how  many  parts  were  discarded,  turned  back  by  the  inspectors 
— because  of  some  error  so  slight  it  would  “pass”  in  most  plants. 
There’s  no  secret — no  necromancy — about  Reo  quality  or  how  it 
gets  into  the  product. 
It’s  the  result  of  that  fervent  desire  of  the  Reo  Folk  to  make  Reo 
cars  excel — and  the  eternal  vigilance  that  results  from  that  desire 
— that  is  responsible  for  Reo  quality,  Reo  stability,  Reo  low  cost  of 
upkeep,  and  finally,  Reo  preference — Reo  demand. 
Is  it  any  wonder  that  Reo  cars  are  known  as  “The  Gold  Standard 
of  Values?” 
Reo  Motor  Car  Company 
Lansing,  Michigan 
