SOI 
1911 . THE KUKAE NEW-YORKER 
20,000 Reasons 
Why You Should Huy an E'M-F 
TWENTY THOUSAND OF THEM 
a composite, living, overwhelming argu¬ 
ment. Each reason—reason enough, con¬ 
vincing 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 at¬ 
tention and create in your mind a like desire 
to own the car that could stir up such enthu¬ 
siasm 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 reitera¬ 
tion 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 in¬ 
troduce 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 absolute 
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 differenti¬ 
ated him from all the others, for no two out 
of that immense number approached the 
question of “shall I buy” or “I will buy” 
an E-M-F “30” from quite the same rea¬ 
soning point. One, had to weigh carefully 
the question of first cost;another, the “after 
buying’' cost of upkeep. One, never con¬ 
sidered price, but was attracted by quality; 
another, having a bent toward mechanics, 
saw quickly the perfect chassis. One, con¬ 
sidered the financial stability of the Com¬ 
pany behind the product; another that same 
Company’s good faith and so on—ad infin¬ 
itum. 
BUT THEY ALL REACHED THE SAME 
CONCLUSION. There was some unan¬ 
swerable argument presented, some fact of 
mechanical supremacy that could not be de¬ 
nied, 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 serv¬ 
iceability 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 dis¬ 
covering 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 most populous cen¬ 
ters, 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—mil¬ 
lionaires 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 
getting 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 irre¬ 
sistible power, moving all over the land and 
sweeping everything before it; we call this 
invincible “reason” by a simple name every¬ 
body 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 contradic¬ 
tion, there is no car made upon which so 
many men absolutely 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 en¬ 
dorse, a car that not only backed their judg¬ 
ment, 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 manufac¬ 
ture ; that gave the buying public a car 
which has literally defied competition and 
sold itself. The E-M-F Company has al¬ 
ways 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’ fore¬ 
cast, published in March, 1908, that “we 
can manufacture more automobiles of a 
better quality at a lower cost than any other 
concern now 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 recounting its prowess, its mile- 
“ 30 ”—$ 1,000 
age, 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 concern 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 satis¬ 
faction” when they “know” they own it. 
WE WILL EXPLAIN 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 and comfort. Not a fad or fur¬ 
below to cumber it with useless appendage. 
Under the hood a 30-horsepower noiseless 
motor that has won distinction upon race 
track and road. A motor so perfectly ad¬ 
justed in power, weight and balance to the 
rest of the chassis that it creates an abso¬ 
lute unit of mechanical efficiency. To the 
expert engineer the chassis of an E-M-F 
“30” suggests the limit of scientific con¬ 
struction : to every 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 $1,000 in an 
E-M-F “30” will be the wisest expenditure 
you ever made, whether you own an auto¬ 
mobile 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 ambi¬ 
tion of every man. The automobile is a 
tremendous factor in our every-day life. 
Aside from its utility there is the pleasure 
it freely gives, the sense of freedom it im¬ 
parts. It brings the country to the city, and 
makes every dwelling 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 an advertisement 
that “you can buy a real automobile now for 
as low a proce 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 $1,000 and 
that’s the “realest” automobile value you 
can buy anywhere. 
the Purchase of Every E-M-F “30” 
The Strongest Guarantee Ever Placed on an Automobile Is Given With 
The E-M-F “30” Five Passenger Standard Touring Car $1,000. Roadster “30” $1,000. Detachable Demi-Tonneau 
“30” $1050. Coupe “30” $1450. Another E.M-F “30” Masterpiece. The New Fore-Door Five-Passenger 
Touring Car with Full Vestibuled Body $1100. Write us for detailed specifications — Booklet No. 18. 
THE E-M-F COMPANY, Automobile Manufacturers, DETROIT, MICH 
