* By R . E . Olds , Designer 
Co 
M. 
Sr 
I have built to date over 60,000 cars. 
For 25 years I have watched their perform¬ 
ance. I have found out and corrected a myriad 
shortcomings. I’ve acquired a world of caution. 
Some say I’m “old-maidish”—too careful, 
too slow. But I call these things standards. 
IVe made them my code. 
My Latest Extreme—Big Tires 
The new Reo the Fifth—out Oct. 1 
—is equipped with 34x4-inch tires. 
That is 22 per cent greater tire 
capacity than I ever have used on a 
car of this size. Yet this car was al¬ 
ways much over-tired, compared 
with usual standards. 
These oversize tires add 30 per 
cent to my tire cost. But they add 65 
per cent to the average tire mileage. 
They should save you in tire waste 
some hundreds of dollars during the 
life of the car. 
Remember this fact when you come 
to compare cars. The tires on Reo 
the Fifth are now 34x4. 
Make Some Other 
Comparisons 
In judging cars, in these days of 
close prices, it is very important to 
make other comparisons. 
There are dollars saved sometimes 
which cost buyers ten dollars. What 
you want is final economy. 
Watch points like these: 
Reo the Fifth has 190 drop forg¬ 
ings. All makers use some of them to 
get lightness and strength. But Reo 
the Fifth has 190. And its racy lines, 
its lightness and strength are due 
largely to those costly forgings. 
My springs are tzuo inches unde. 
Each spring has seven leaves. The 
front springs are 38 inches long—the 
rear are 46. 
I use fifteen roller hearings —11 of 
the Timken, 4 of the Hyatt High 
Duty. 
Every important bearing has bronze 
bushings —even the smallest of them. 
For safety’s sake I use 14-inch 
brake drums. I use a centrifugal 
pump. 
I use a $75 magneto, to insure a hot 
spark when the car runs slowly. You 
can start on this magneto. 
My carburetor is double heated — 
with hot air and hot water. So poor 
gasoline can’t give trouble. 
For big margin of safety, every 
driving part in this car is built for 
45 -horsepower requirements. 
No Chances 
I take no chances on any part of 
this car, for chances sometimes cost 
dearly. 
Each lot of steel is analyzed twice. 
Gears are tested in a crushing ma¬ 
chine, to stand 75,000 pounds. 
Each engine gets five tests —about 
ten hours each. It is run for 28 
hours in the chassis. 
I limit my output to an easy ca¬ 
pacity of 50 cars a day. So the cars 
are built slowly and carefully—no 
man is ever rushed. 
Parts are ground over and over. 
Our factory system insures a thou¬ 
sand inspections. 
Petty Savings 
I abhor petty savings. I could save, 
perhaps, $50 to $75 per car in the fin¬ 
ish and upholstering if I cared to 
skimp. 
But I put on this car a special 
body which costs more than wood or 
metal. I save by this 50 pounds in 
weight, and the body takes a won¬ 
drous finish. 
I give 17 coats to each body. The 
fenders, radiator, hood, etc., have two 
coats of rubber enamel baked on. 
The upholstering is deep, and of 
genuine leather. It is filled with the 
best curled hair. The backs as well 
as the seats are filled with springs, to 
give you the utmost comfort. 
Every part shows the final touch. 
The result of all this is that Reo 
the Fifth sells on a mighty small 
margin. I am keeping the price un¬ 
der $1,100, with all the new features, 
including these big tires. 
Our profit per car is now a very 
small item, despite the fact that we 
make every part ourselves. 
Yet there are cars which, at pass¬ 
ing glance, seem to undersell this car. 
I have told you the facts, so you 
may judge for yourself if these are 
things which you care to go without. 
Would you wish me to save you a 
little on price by trebling your cost 
of upkeep? 
I am sure you’ll say no. I am also 
Even the engine is nickel-trimmed. 
I believe that folks like these perfec¬ 
tions. 
Center Control 
Reo the Fifth has my center con¬ 
trol—a single light handle, out of the 
way, which does all the gear shifting 
by moving three inches in each of 
four directions. 
Both brakes are operated by foot 
pedals. So there are no levers to 
clog the front doors. 
The driver sits on the left side, as 
in electrics, close to the cars he 
passes. Yet the gear-shifting lever 
is at his right hand. Note how many 
great cars are following me in this. 
The old way of driving will soon be 
out of date. 
sure that the time is coming when 
most cars must be built like this. 
Men won’t have them otherwise. 
Here’s the greatest value any man 
can give you in a car. If you want 
such value I want your trade. And 
you’ll be very glad, in years to come, 
that you picked a car like this. 
In 1,000 Towns 
A thousand dealers in a thousand 
towns now offer this new type of 
Reo the Fifth. 
Our 1913 catalog pictures all the 
details, and shows styles of bodies. 
Write us for it now. 
Reo the Fifth 
The 1913 Series 
$ 1,095 
30-35 
Horsepower 
Wheel Base— 
112 inches 
Tires— 
34 x 4 inches 
Wheels 
34 inches 
Demountable 
Rims 
Three Electric 
Lights 
Speed— 
45 miles 
per Hour 
Made with 
2 and 5 
Passenger 
Bodies 
Top ond windshield not included in price. We equip this car with mohair top, side curtains and slip cover, 
windshield, gas tank for headlights, speedometer and self-starter—all for $100 extra. 
Do These Precautions Pay? 
R. M. Owen & Co. G ZZL a £* Reo Motor Car Co., Lansing, Mien. 
Canadian Factory, St. Catharines, Ont. 
(122) 
