How Studebaker Automobiles Are Made 
The Final Heart-to-Heart Story. 
T HROUGH four full page articles 
which have previously appeared 
in this paper we have been de¬ 
scribing the manufacture of Studebaker 
automobiles. 
From the raw steel we have ad¬ 
vanced, step by step, along that won¬ 
derful process which builds a Stude¬ 
baker car. We have told the story 
in a simple, plain way because it is 
too big for any other kind of descrip¬ 
tion. 
Number of Parts 
in a Car 
Consider for a minute how wonder¬ 
ful an automobile is. Beyond its 
speed and power, which are familiar 
to all, there are interesting points sel¬ 
dom recognized. In an average car 
there are about 1,800 groups of parts, 
or separate assemblies. There are 
perhaps 3,000 different parts and, if 
you count duplicates, some 6.000 sep¬ 
arate parts in a finished car. To 
build this marvelously efficient ma¬ 
chine, approximately 50,000 distinct 
operations are necessary in order 
that every part shall be fit for its pur¬ 
pose. With such a conception of what 
an automobile is, it is easier to under¬ 
stand the immense advantage of Stude¬ 
baker factories, the largest and best 
automobile plants in the world. When 
you buy a Studebaker car, you buy not 
only a high grade car but one which is 
built with extraordinary efficiency and 
skill. 
The Steel 
Stamping Mill 
A characteristic feature of Stude¬ 
baker methods is our steel stamping 
mill. Here are stamped from cold steel 
plates the hoods, fenders, dust pans, 
clutch spiders, running board braces, 
and other light strong steel parts in 
Studebaker cars. 
The Studebaker Corporation is the 
only automobile manufacturer that owns 
and operates its own steel stamping 
plant. The initial expense was high but 
the results are profitable because our 
output is large and the use of strong 
steel stampings is highly advantageous. 
The complete equipment of our stamp¬ 
ing mill makes it possible for us not 
only to put the highest grade stampings 
into our cars, but by the use of special 
dies we are enabled to make distinctive 
and attractive designs. The crown 
shaped fenders on the Studebaker ‘‘35” 
and Studebaker "SIX” are examples. 
These fenders, up to the present time a 
feature of foreign cars only, are to-day 
being used on Studebaker cars, and one 
high-priced car, alone in the American 
field. Not a rivet or beading shows 
along the entire length of these fenders, 
and the ornamental crown design serves 
a useful purpose in converging mud 
thrown against it by the wheels, and 
serving to prevent the mud from being 
splashed against the sides of the car. 
Enameling 
Not only do we stamp our own 
fenders from the sheet steel but the 
glossy black enamel is baked on them 
in our own huge ovens. The vibration 
of many thousands of miles travel will 
not check or chip off this enamelled sur¬ 
face. 
It is in such methods as these that 
the quality of a Studebaker car is un¬ 
qualifiedly assured, while at the same 
time costs are brought low. 
Studebaker 
Inspectors 
Every buyer of a Studebaker car has 
his direct representative at the factory. 
There are 200 of these representatives 
This gigantic steel stamping machine makes it possible to 
equip Studebaker cars with beautiful fenders. 
whom we call inspectors, and it is their 
duty to see that Studebaker cars are in 
perfect order before they are shipped. 
Not a car leaves the factory before one 
of these men has supplemented all the 
previous inspections, by a final examina¬ 
tion to which the inspector must sign 
his name. These final inspectors, your 
representatives, are far more critical 
than you yourself would be, because 
they are expert automobile men. Their 
responsibility is to represent you. 
A Summary 
Let us now summarize the main 
points of this big, true story of Stude¬ 
baker manufacture. 
The Raiv Material 
All the iron and steel which enters 
Studebaker plants is made to our own 
specifications and throughly tested in 
our laboratories before we use it. 
These laboratories are wonderfully ex¬ 
haustive and complete. No university 
possesses more efficient equipment. 
Studebaker. Shops 
Raw material enters Studebaker 
manufacture through four main opening 
channels. 
1. The Forge Shop, with 40 ham¬ 
mers, each of which weighs up¬ 
wards of a ton. 
2. The Foundry, where molten iron 
is cast in exact moulds. 
3. The Steel Stamping Mill, which 
presses cold sheet steel into 
useful forms. 
4. The Heat Treating Rooms where 
40 cavernous ovens bake and tem¬ 
per every vital steel part as a 
housewife bakes her bread. 
Beyond these are myriads of ma¬ 
chines, each for its special purpose, and 
many accurate within l-1000th of an 
inch. We build also our own bodies 
and tops complete. 
Expert Workmen 
Ten thousand trained workmen build 
Studebaker cars. They are each skilled 
ir. special tasks. 
Engineers 
Back of the factories are a staff of 
engineers who are constantly at work 
testing out new methods and insuring 
the full value of Studebaker cars. They 
prescribe wide margins of safety in the 
specifications of every part. 
Purchasing Agents 
Through its immense buying power 
The Studebaker organization purchases 
material at rock bottom cost. Where a 
small manufacturer buys in the thou¬ 
sands we buy in the millions. All this 
saving is represented in the price of 
Studebaker cars. 
And now after we have referred to 
material, plants and workmen, there are 
three salient facts we hope will linger 
in your memory. 
First —Manufacture 
Studebaker quantity manufacture makes 
it possible to manufacture a better car 
for less money than can possibly be 
done in any other way. Studebaker cars 
The Scleroscope lest, where the hardness of metal is per¬ 
fectly measured—it is one of the many tests that 
Studebaker parts must measure up to. 
are built complete in the largest and 
best factories in the industry. They are 
wonderfully good cars at unequalled 
prices. 
Second —Service 
Studebaker service is generous and 
exceedingly effective. In 30 branches 
all over the United States and with 
hundreds of Studebaker dealers, repairs 
parts stations are constantly main¬ 
tained for the convenience of own¬ 
ers. The original Studebaker guar¬ 
antee is liberally interpreted and every 
attention is given Studebaker owners 
by our dealers. If in time a repair part 
should be necessary it can always, no 
matter how old the car, be quickly ob¬ 
tained at a most moderate cost. A 
Studebaker car could be purchased by 
parts and assembled at only the price of 
the car plus a small percentage for extra 
expense in handling. In other words, 
when you buy a Studebaker you are 
sure of long-continued service and good 
treatment. 
Third— Reputation 
Back of every Studebaker car, ex¬ 
plaining and warranting its quality, 
stands the name Studebaker. It rep¬ 
resents a reputation won over 60 years 
of successful business and fair dealing. 
Such a reputation we guard and uphold 
as a most priceless possession. To-day 
that name is stronger than ever, and the 
man who buys a Studebaker buys sure 
satisfaction. 
In this series of advertisements we 
have taken you into our confidence. We 
have talked with you as with old 
friends. We have a tremendously suc¬ 
cessful business, but no secrets. If any 
question should arise in your mind con¬ 
cerning the merit of Studebaker cars, 
write to us. You will have a full and 
frank reply. 
Most of all we hope that we have 
gained your confidence. It is confidence 
and mutual trust, that really makes the 
world go “round.” It is because Stude¬ 
baker cars are the product of the honest 
and efficient industry of thousands of 
skilled men, that we have come to you 
and told you frankly how Studebaker 
cars are built. 
As long as you are interested in auto¬ 
mobiles we want you to be interested 
in Studebaker cars, and we in turn will 
reward that interest by continuing to 
build high grade automobiles at prices 
no reasonable man can ignore. 
As you think about this automobile 
question remember two things. 
1. Studebaker cars are built in the 
largest and best factories in the in¬ 
dustry. 
2 . The man who deals with Stude¬ 
baker never makes a mistake. 
These two axioms sum up all the 
automobile buying wisdom any one need 
to know. Remember them to-day, next 
summer, next year and whenever the 
automobile question comes to your 
mind. 
Send for the 
Proof Book 
If you have not already seedred our 
Proof Book, send for it now. It de¬ 
scribes more fully than we have been 
able to do in these articles, how Stude¬ 
baker automobiles are made, and gives 
much information valuable to those who 
are interested in automobiles. We are 
glad to send it without charge. It is 
completely illustrated and you will find 
it well worth your while. 
Send the coupon now. 
THREE GREAT CARS 
Studebaker “25” Touring Car, $885 
5 passenger—Qas primer 
Studebaker “35” Touring Car, $1290 
6 passenger—electric lights, electric 
self-starter 
Studebaker “Six” Touring Car, $1550 
6 passenger—electric lights, electric 
self-starter 
All prices; completely equippedf.o.b. Detroit 
The Studebaker 
Corporation A 
Detroit, 
Mich - O*' y^‘ 
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