936 
THE KURAb NEW-YORKER 
September 16.1911. 
The 1912 
for $1,000 
i 
(Designed by R. E. Olds) 
A Temporary Pri' ? Made to Learn if This Price Can Be Profitable 
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This price is as yet an experiment. It ~ 
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subject to change. Never before ha' 
motor car maker attempted so much fo’^, ^ 
O 
money. We may find that it can’t be £ 
But the car itself is not an expert«<* .. 
It is the latest creation of Mr. R. E. Olds. It 
compiles an experience of 25 years in build¬ 
ing gas engines—12 years in designing cars. 
Back of this model are the tens of thou¬ 
sands of cars built by Mr. Olds. It embodies 
all that has been learned by the oldest man 
in the business, by the dean of automobile 
designers. On it is staked Mr. Olds’ repu¬ 
tation. Our rashest competitor will hardly 
attempt to criticise the car. 
As for the price, our first announcement 
quickly swamped us with orders. We are 
at this writing three weeks behind. On our 
present output—at present cost of materials 
—we can keep this price at $1,000. In any 
event, that’s the price today at any Reo 
salesroom. 
An Innovation 
This is another attempt to keep ahead of 
the times. Motor car prices are bound to 
come down. We want to be first to 
strike bottom. 
This is not a reflection on past prices— 
not on ours or others’. The past was a period 
of constant development, of ceaseless 
change. Mistakes were being made and 
corrected. One’s whole equipment of 
machinery and tools might be mrvde worth¬ 
less by one season’s improvements. 
The older cars, like the Reo, are standard¬ 
ized now. There are no radical changes from 
year to year. The errors have all been cor¬ 
rected. Costly experiments are over. 
Where we once bought parts we now 
f " . -i V 
make them. Where we once made a few 
thousand cars per year we now make many 
. . . 
thousands. There is no reason at all 
why motor car prices, in the largest shops, 
should not now sink to the minimum. 
No shop in America is equipped to build 
cars better or cheaper than we. It is us, 
we consider, to set the pace. Those are 
the reasons for this sensational price on 
this new, big, stunning car. 
Not Cheapened 
No man will suspect that, after all these 
years, we are reducing the grade of the Reo 
car. We need hardly discuss that. No man 
will conceive that Mr. R. E. Olds, America’s 
foremost designer, will forfeit his fame on 
a retrograde car. 
The fact is, this new Reo—at $1,000—is 
by far the best car that ever went from our 
shops. Every whit of the car—every fea¬ 
ture in it—accords with the best engineer- 
ing practice. 
The engine—rated at 30 h. p.—shows 36 
h. p. on brake test. Because of the top 
valves, it supplies more power for the cylin¬ 
der size than any other engine we have 
ever tried out. 
The axle bearings are Timken and Hyatt 
High-Duty. The carburetor is adapted to 
the present grades of gasoline. 
The steel which we use is all analyzed, 
to know that it meets all our rigid require-" 
ments. The gears are tested in a crushing 
machine, under 27 tons’ pressure. Our 
magneto is subjected to a harder test than 
any other magneto will stand. 
Note the big wheels, the big tires. Note 
the car’s roominess. Note its magnificent 
lines. With all of our knowledge, all our 
experience, there is no part of this car which 
we know how to better. 
This car’was not built to sell for $1,000. 
It was built to show the best we can do. 
The Standard Car 
From now on we shall build but one Reo 
chassis. That policy alone will save $200 
per car. Without it, this price would be 
out of the question. 
The 30-h. p., 5-passenger car has become 
the general standard. Any greater power 
is excessive. It makes upkeep expensive. 
Few people care to pay the price of excess¬ 
ive size, power or room. A very large 
percentage of cars sold in the future will 
approximate this type. So we confine our 
factories to it. 
Cars of about this size and power are 
sold all the way up to $2,500. We ask you 
to compare any one that you wish with the 
Reo at $1,000. We are willing to abide 
by your judgment. 
Ask for Details 
The first step is to ask us for details. 
We publish on this car complete specifica¬ 
tions. We state every material, every de¬ 
tail of mechanism. This will help you to 
make your comparisons. 
The car itself can be seen at any Reo 
salesroom, and those salesrooms are every¬ 
where. Find out what a remarkable, up-to- 
date car is being sold for $1,000. It will 
change your ideas about automobiles. 
Write us now for the facts. 
R. M. Owen & Co. G £»t S (o'‘ Reo Motor Car Co., Lansing, Mich. 
The New Reo 
“Thirty” 
Five-Passenger 
Tonneau 
Four 4x4%-inch 
Cylinders 
108-in. Wheel Base 
The Best of 
Magnetos 
34x3%-inch Tires 
A roomy, powerful 
Fore-Door Car — 
Mr. Olds' finest 
creation—for just 
$1,000 
Top and windshield 
not included. We equip 
this car with a Mohair 
Top and Slip Cover, a 
Mezger Automatic 
Windshield, a Speed¬ 
ometer and a Gas 
Tank-all for S100 
extra. (7) 
