TIE
PAGE FOUR
FIVE NEW BODIES
IN LASALLE LINE
Prices Substantially Reduced
on Eleven Other Models
of Fisher Bodies.
- _—
Five new LaSalle body models
and substantially lower prices 00
the entire LaSalle line, announced
by the Cadillac Motor Car Com-
pany, gives the company a naive
of 16 LaSalle body models by
Fisher with prices ranging iron'
$2,350 to $2,875, f. 0. b. Detroit,
and also four Fleetwood body mod-
ele with prices from $3,000 to
$4,700.
Of the five new body models,
two, the two-passenger business
coupe and the live-passenger fam-
ily sedan, are on the I.aSalle 125-
Insh chassis. They are both priced
at a2,350. On the 134-inch chassis
is the seven-passenger family sedan
at $2,575, the five-passenger coupe
at $2,625, and the five.passenger
cabriolet sedan at $2,675.
Standard (velment on all of the
new models includes Lovejoy shock
absorbers; nickeled cowl band,
cowl lamps, side ventilators, bump-
ers of an exclusive design, glass
sun visor, Fisher "VV" windshield,
windshield wiper, cigar lighter,
•
rear vision mirror and gasoline and
oil gauges and engine heat indi-
cator on the dash.
E. V. RICKENBACKER
IN LASALLE SALES
Announcement is made by II. H.
Stephens, general sales manager of
the Cadillac Motor Car Company,
of the appointment of Capt. E. V.
Rickenbacker as assistant sales-
; manager specializing on the La-
s ; Salle.
Mr. Rickenbacker, who burst
into fame as America's ace of aces
during the World war and who
later became vice-president and di-
rector of sales of the Rickenbacker
Motor Cam an has been closely
allied with the development of in-
ternal combustion engines since the
beginning of the automobile indus-
try. His activities have covered
automobile engineering laboratory
research, speedway tests and avia-
tion.
In 1902, as a protege of Lee
Frayer, president and general man-
ager of the Frayer-Miller Motor
Car Company, Columbus, Ohio, he
joined the engineering department
of that company, one of the orig-
inal manufacturers of air-cooled
cars. Four years later he went
with Mr. Frayer to the Columbus
Buggy Company and directed the
development work up in what be-
came known as the Firestone Co-
lumbus automobile.
i.
NEW WILLARD!
CAR AND RADIO BATTERIES
Repaired and Exchanged
Blehm Battery Service
Garfield 6498
Rochester and Dexter
MILTON H. PETTIT IS MADE
MANAGER OF NASH MOTORS
By M. H. PETTIT,
VETRonjErvisit &WINKLE
DODGE BROTHERS HAS
MPLETED PROGRAM
COMP
--
CO
SCHULTE PREDICTS GREAT
YEAR FOR CADILLAC IN 1928
Frigidaire Corp. to Hold Opera Season-Ticket Reser-
vation Success Natural
Eight Regional Meetings
Guarantors Satisfaction
in February.
JOSEPH A. SCHULTE,
General Manager, Detroit Cadillac Branch.
Prospects for the greatest busi-
ness increase at any period of his
long career with the Cadillac Mo-
tor Car Company is seen by Jo-
seph A. Schulte, Detroit brancli
general manager.
The business world has entered
1928 with a spirit of healthy con-
fidence 81111 preparations fur sales
expansion have been completed by
additions to show room and serv-
ice facilities at both the main
branch at Cass avenue and York
street and at the Jefferson avenue
branch. .\ third show room is
maintained in the General Motors
DAYTON, 0.—Electric refrig-
erator salesmen are becoming so
numerous that Frigidaire Corpora-
tion has found it necessary t ar-
range eight regional meetings in
February in order to acquaint its
domestic organization with its
plans and ideas for 1928.
Several thousand supervisors,
dealers and salesmen will be as-
sembled in this series of meetings,
which will be held in the following
cities: Dayton, Chicago, Omaha,
San Franciseo, Dallas, Atlanta.
New Turk and Boston. Several
hundred members of the Canadian
field organization will be brought
to Chicago and Boston, it was an-
nounced by E. G. Biechler, presi-
dent and general manager of the
cortieratien, a subsidiary of Gen-
eral Moors.
Frigidaire executives headed by
Biechler are to leave Day-
ton early in February for an 8,00J-
mile convention swing which will
require an entire month. Arrange-
ments fur these meetings are be-
ing made by six regional managers
of the corporation.
Three Different Lines of Passen•
ger Cars in Separate Price
Classifications.
Vice-President, Na h Motors Company.
KENOSHA, Wis. — Announce- Milton II. l'ettit as general man-
By E. G. WILMER,
s lit is made by the Nash Motors ager of the company. Mr. Pettit,
President, Dodge Brothers, Inc.
vice-president of Nash Motors for
the past 18 months, long has been Leaders in the automotive indus-
identified with the industry and try are practically unanimous in
with manufacturing in general.
"The advancement of alr. Pettit
in our organization is due to the
outstanding ability he has shown
since coming with us a year and a
half ago," said Mr. Nash, "and it
is a pleasure for me to make the
announcement of his well-merited
promotion."
Before joining the Nash organ-
ization, Mr. Pettit for several y.airs
was vice-president and general
;Tenager of the Simmons alanufac-
luring Company. For many years
prior to that he had been associated
with one of the country's largest
manufacturers of farm implements.
In this field, Mr. Pettit's ability
was recognized throughout the in-
dustry.
Beginning at the bottom he went
..n up through the organization un-
til he was in general charge not
only of the farm implement divi-
M. H. PETTIT.
sion of the company but in charge
Company of the appointment of of its automobile division as well.
INTEREST KEYED TO HIGH PITCH
FOR OPENING SATURDAY EVENING
With the opening of the twenty- with the remainder divided between
seventh annual Detroit automobile commercial cars, airplanes, motor
show Saturday evening, Jan. 21, in boats, shop equipment and acces-
Convention Hall, the motoring sories. These various departments
public, whose interest has been make the Detroit show the most
keyed up to a high pitch by the thoroughly representative of any
;cores of new car anouncements other one floor exposition building
and price reductions made (luring available for show purposes. Show
the past two weeks, will have an week in Detroit will find nearly
opportunity to ace and examine every executive of the leading mo-
tor ear factories in town to keep
these new creations.
There will be more new models an eye on the progress which is
presentee! for the first time than being made and to confer with the
in any
have ever been unveiled
• of distributors and dealers who will
the twenty-seven shows conducted he here. Many meetings have been
by the Detroit Auto Dealers Asso- arranged and two of the more out-
standing events of the week are the
ciation.
It is doubtful if public interest in annual conventions of the Society
automobiles has ever before been of Automotive Engineers and the
as keen as it is at present, due to Michigan Automotive Trade Asso-
the many announcements of ciation. Monday at the show will
changes which the manufacturers be "Manufacturers' Day." Wed-
have just made and rep arts which nesday finds the Michigan dealers
have come back from New York in here for their convention and ban-
regard to new creations exhibited quet at the Stotler Hotel. Thurs-
at the automobile show in that city. day is "Detroit Day" and usually
Out of the 300 different models this day proves the largest of the
of automobiles which will be found week from an attendance stand-
on the floor of Convention Hall, at point. Friday the delegates to the
least half of them will he entirely S. A. E. convention will be guests
new to the show visitor. Some of of the show and in the evening
the cars would not be recognized by they will head their annual frolic
the public if it were not fur the at Oriole Terrace, always one of
name plates on the radiators, and the high spots of Show week.
even those which have nut been en-
tirely re-designed, present new
The excellence of construction,
body styles and refinements which
t is believed the public is eageriry ease of adjustment and general ef-
ficiency of the Nash two-way four
waiting to see.
Approximately 770 per cent of wheel braking system has been es-
the total floor apace of 200,000 feet tablished by several years of serv-
in Convention hall will be devoted ice on hundreds of thousands of
to the exhibition of passenger cars Nash cars all over the world.
After an absence of five years
Mr. Schulte• returned to Detroit in
May, 1925, as branch general
manager. Since then the Jeffer-
son avenue sales and service build-
ing has been doubled in size and
was completed redecorated this
Completion of a two-story ga-
JOSEPH A. SCHULTE.
rage adjoining the seven-story
sides and service structure on
adequately display and service the
Cass avenues adding 62,000 square
feet of floor space to the service new Cadillac and LaSalle automo- with two ample cases which dispose
of the annoying features connected
facilities, has prepared the way to biles.
with luggage fur the overnight or
- reek-end trip.
The doors of the new Flying
Cloud Sport Phaeton are mounted
on special rugged hinges at the
center pillar, giving an exception-
Smart Flying Cloud Open Sport Phaeton Combine. Beauty and Ele- ally easy entrance and exit.
Designed and built by master
gance Seldom, if Ever, Found Outside of Custom Body Field.
craftsmen, using only the best of
materials, the new Flying Cloud
That the new Rea Flying Cloud give the new Phaeton a decidedly
Sport Plait+. n is distinctly Roo
Phaeton now being exhibited is re- sportive touch.
throughout and a worthy namesake
Distinctive Features.
of the finest, fastest clipper ship
ceiving the same enthusiastic in-
The usual side curtains have that ever sailed the seas—the
terest as was accorded the original
been replaced by nickel frames world's most beautiful means of
Flying Cloud models when they
fitted with genuine plate glass. travel.
Thee' frames are readily and
The ensemble, completed by deli-
quickly mounted and dismounted
and give ample protection and vis- cate colors, cane belt panels and
ion in all kinds of weather. When nickeled cowl bands to which the
not in use the frames are stored in special parking lamps are mounted
a special velvet-lined compartment gives the new Flying ('loud Sport
located at the hack of the driver's Phaeton a decided foreign touch
seat. This c.mpartment is readily which is sure to please the most
accessible without disturbing any fastidious. Yet, its exclusiveness
and beauty will he admired by the
of the passengers.
The new Reo Phaeton's special most conservative.
top normally has the lines of a
European Victoria, giving a sense
of roominess without clumsiness,
and has a special canopy which is
easily attached. This canopy ex-
tends from the rear low to the
1521
windshield and gives ample over
head protection in time of need.
1
St. Jean Ave.
When net desired the complete top
may he folded in a special com-
partment at the rear and sides of
Lenox
the tonneau. Entrance to this
23234100
compartment is obtained by open-
ing three hinged lids along the
sides and rear of the tonneau.
B. M. TAFT.
Comfort and Luxury.
Guarant,rs of the Detroit Grand
Opera Season, Feb. 16, 17 and la,
express natural satisfaction over
the public approval of the season's
program, as evidenced in the rev-
ord-breoking response of subscrip-
tion re,nations. Current total of
these subscriptions is reported by
the Grinnell Bros. hcot office HS
more than double those of last year
at n similar penal of the sale. And
he opera Of last year was, by a
large margin, the most successful
in Detroit history.
Among the first of the subscrib-
ers was Governor Fred W. Green
whose reservation headed a von-
considerable group of Lansing
11111ale lovers. Other vitiate in South-
Michigan have helped swell the
main vo lume, furnished by Detroit.
"Detroit is steadily increasing its
appreciation of the tine arts," de-
:hired Hrs. Charles Beecher War-
ren, one of the guarantors of the
Opera Season. "Its attitude toward
the Opera Season is only one of
many details in which this in-
creased appreciation is being
proved."
NEW REO PHAETON AUTOMOBILE
SAID TO BE OBJECT OF INTEREST
E. G. WILMER
President
Dodge Brothers, Inc.
their expressions that 1928 will be
On active and prosperous year for
the automobile trade. Many signs
indicate that these optimistic fore-
casts have an excellent chance of
being fulfilled during the New
Year.
Certainly, in the case of Dodge
Brothers, Inc., we have every rea-
son tu hope for new high sales rec-
ords.
During 1927, Dodge Brothers,
Inc., undertook the long and diffi-
cult task of completely revising its
products. While a curtailment of
activities necessarily took place,
the work of readjustment was so
organized that a shutdown of the
Dodge factories was avoided. This
work has now been completed.
Dodge Brothers has successfully
passed through this transition
phase and stands in a strong posi-
tion, with both manufacturing and
distributing facilities in shape to
handle a greater volume of busi-
ness than ever before.
Dodge Brothers' four-cylinder,
which has more than 2,0011,000
owners, has been brought up to
the minute; with 4-wheel brakes,
an improved motor, and numerous
betterments in body and chassis.
Graham Brothers truck division,
which attained new high sales rec-
ords in 1927, is now producing a
wide variety of four and six-cylin-
der commercial cars and trucks.
Our truck executives believe that
the steady increases shown in past
years will be repeated in 1928.
ippet
Gabrilowitsch-Casals
Recital On January 25
Each musical season produces
ore outstanding concert. This
event which has long been awaited
by music lovers in Detroit takes
place on Wednesday evening, Jan.
25 at Orchestra Ilall, when Pablo
Casals 'cellist, and Ossip Gabrilo-
witsch, pianist, make their only
Detroit appearance this season, in
a joint !Traitl for piano and 'cello.
Neither artist needs any intro-
du•tion to Detroit audiences. Ca-
sale has been described by Fritz
Kreisler "as the greatest musician
that has ever drawn a bo•." Os-
sip Gabrilowitsch is one of the few
truly great living pianist, and the
most pectic interpreter of them all.
The recital opens with both ar-
tists playing the Brahms Sonata in
N minor. Op. 38, fur 'cello and pi-
ano. This is one of two sonatas
that Brahma wrote fur these in-
struments and the three movements
are Allegro, Allegretto, and Atte-
•gro.
KNACK WRECKERS
Day or Night-Emergency Road Service
Upholstering is of the finest
were first introduced to the public
specially tanned genuine leather,
one year ago, is evidenced by the
while cushion contours and interior
hundreds of visitors who stop to appointments have been designed
admire their newest Flying Cloud with the predominant idea that in
creation.
no way must comfort and luxur-
Incorporated in the new Flying iousness be sacrificed. Convenient
Cloud Sport Phaeton is an elegance pockets are heated inside the cowl,
and beauty that is seldom, if ever, on both front doors and at the
found outside of the strictly custom front of the tonneau on hoth sides.
body field. Its lung, low and rakish These pockets give ample storage
lines, nickel fittings throughout, space for gloves, road lamps,
side spare tire mountings, slanting glasses. ate., which are ordinarily
windslateld with special ventilating so easily mislaid or lust. A special
side wings (exclusively Rev's), trunk is mounted in the rear, fitted
, Can Washed and
3000
Joy Road
rani 7.
Garfield
'o•se&
Polished
Complete Greasing Service
Cars Called For and Delivered
7446
Phone
Cherry 2018
Madison Avenue Service Station
STANDARD OIL OF (IND.) PRODUCTS
MADISON AND BEAUBIEN
A. RALSTON
`A quality car at the lowest
price in our history
$535
COACH
Touring - - $455 $170
535 90
Coach - -
585 140
Sedan (4-Door)
Roadster (2-pass.) 485
Roadster --,::;.- 525 170
Coupe - - - 535 90
Cabriolet coupe 545 200
Chassis - - - 355 90
I N the perfected Whippet you will fad all those
I features pioneered in the Whippet and now being
adopted by other light car manufacturers—amazing
economy, high speed and pick-up, big four-wheel
brakes, increased roominess, low center of gravity
and more attractive lines.
In the Whippet, too, will be found improvements
lacking in some or all other light cars—gasoline tank
in the rear, force-feed lubrication, silent timing
chain, adjustable steering wheel, dry plate clutch,
longer springbase and numerous mechanical refine-
ments that mean longer, more satisfactory service.
at the show
This finer Whippet, selling at so much lower a price,
reveals new attractiveness in color and body treat-
ment, and provides added features of equipment.
the lowest priced Reo
All prices t. o b. factory
The roost valuable car
ever offered for so
little money
since the war
Last May, when Reo announced the Wolverine as a smaller ally of the
Reo flying Cloud, it was hailed as the lowest priced Reo since the war.
Now the Reo Wolverine comes to the Show for the first time,proved in use
and popularity. Be sure to see the three handsome models—check them
point Ly point to convince yourself of their inherent Reo goodness
—arrange to phone against the hardest tests you know with
yourself
behind the wheeL You'll find it's the kind of car you'd like to own.
'0,.,̀,1
4-DOOR SEDAN
ti‘
THE WHIPPET IS NOW READY FOR IMMEDIATE DELIVERY
WILLYS-OVERLAND, INC.
WILLYS.OVERLAND. INC.
2435 Woodward Aire. (at Charlotte)
Phone Readopts 3520
Woodward at Wash melon, Royal Oak
Phone Royal Oak 1420
1091
EAST MICH. MOT. CAR CO.
Mt. a.m.., Mob.
Ph...
WARREN SERVICE GARAGE
234 Warren. hi sit.
GOULAIT MOTORS, INC
L. ... 3063 17339 Redlorrd Ave.
Y. & M. MOTOR SALES
F. ADAMS MOTOR SALES
Welaut St. and Boddie, Wyandotte
Pima.
52858 E. Jefferson.
Phone 111-F.2
Redford 257
WILLYS.OVERLAND, INC.
5321 Grand Rorer.
End.d 5353
C. K. MILLER & CO.
Wayne. M.ch.
DANIEL MERCURE
South Redswoon
JACOB GRAFFKE
M <h.
Phone Wayne 113
GOULAIT MOTORS, INC.
Phone 37
No.th,14. M,h.
Phone 7004.141
NAVEL MOTOR SALES
Pho•- 70334.4 Utica, hi.ch.
AT THE AUTO SHOW SPACE No. 13•24 to B-28
Phan. 11.1
to $ 11,95
95.0 TM(
REO WOLVERINE
Area 'em
at the thou;
SPACE A-3
iT