he ge ng een S. As hd y. a g ns ds an as D e n es e of be ate ber he al he ., invested his $25,000 in a distributing station he decided that the car he handled would have to be popular enough to insure him a genuine profit on his capital. After a bit of Canadian conjecture, he evolved an idea which seemed quite likely to solve the question of car popularity. He hit on an original method of determining by actual vote which of the six cars under consideration was enjoying the most favor among automobilists generally. Impressed with the ingenuity of his own idea, he forthwith journeyed to Detroit, America's foremost automobile center, to put it into practice. To make doubly sure that his count would be exact, he took his son, him. At the intersection of State street and Woodward avenue, the heart of Detroit's traffic, he stationed himself on one side of the avenue and his son on the other. For two hours on three afternoons both made note of the machines that passed up and down the thoroughfare. That they were helping to pass verdict on the investment of $25,000 was unknown to the various drivers. The result of the vote revealed that of the six makes checked the was the car most patronized by Detroit motorists. The two counts, one a check on the other, convinced that the car would appeal to Canadians as strongly as it had to Detroiters. "I know that Woodward avenue and State street is one of the busiest corners in the world, and I based my contemplated investment on whatever an actual count ng of cars at that corner might show me." message to the But the OFFICIAL Figures saySTUDEBAKER The clipping at the left of this page shows an ingenious way for a dealer to select a car. It was not possible for the dealer who instituted this test to obtain a Studebaker distributorship. Studebaker already had an excellent dealer in his territory. But if Studebaker had not-how easy his problem would have been to solve! Official registration figures for the City of Detroit show that on May 31st, 1917, there were 2,492 Studebaker cars registered, 174 more than any car selling at over $500. And more than twice as many as the car this dealer finally chose. Studebaker dealers have the satisfaction of knowing that in Detroit where 80% of all cars are made, where thousands of people are directly connected with the industry, where automobile competition is unusually severe, there are more Studebaker cars in use than any other car selling at over $500. This proves that the people best equipped to judge automobile values select Studebakers in preference to any other car. The Studebaker de Luxe models in the following colors purple lake, chrome green, auto blue and battleship gray are beautiful cars the demand for them is increasing daily. It pays to be a Studebaker dealer A WORLD'S RECORD WITH SEXTON'S Castor Motor Oil 100-Mile Non-Professional Chicago Speedway Race Percy Ford. Jr., driving a HAYNES Sexton's Castor Motor Oil is not a spe- A patented compound of pure castor oil You Need SEXTON'S for Your Car-Buy It Now SEXTON OIL COMPANY 1105 People's Gas Bldg., CHICAGO, ILL. CASTOR MOTOR OIL & SUPPLY CO., Every Eastern automobile or accessory manufacturer can help his Pacific Coast representative increase his sales by a liberal use of the advertising columns of MOTOR WEST. Coast dealers and factory representatives should insist on the factory folks giving them the same advertising support in "The Motoring Authority of the Pacific Coast" as is accorded the Eastern and Middle Western dealers and representatives in the motor trade journals published in those sections. Otherwise the dealers and representatives here, who pay their proportionate share of the expense of advertising in the Eastern and Middle Western journals (and incidentally receiving very little benefit from it) are paying for something they do not get. THINK IT OVER! ANNOUNCING the opening of a service store and large warehouse at 430 Golden Gate Avenue to meet the growing demands of the Pacific Coast trade. Century Plainfield Tires are made with an earnest Quality ambition. USERS want Century Over-Size, Hand Built Tires because of this ambition. DEALERS prefer to sell Century Quality Tires because they have an individuality. Some open territory. Write now. California Distributors: J. L. AHLERS & CO. PACIFIC HARDWARE & STEEL CO., San Francisco Century Tire Co. -PLAINFIELD 430 Golden Gate Avenue |