1928-04-19 — Page 12

12

} NEW ERSKINE.

POINTS ABOUT THE "SIX."

Americn.

POWERFUL CAR.

CHRYSLER OFFER.

TYPE AND PRICE FOR EVERY NEED).

40 BODY STYLES.

J

THE CHINA MAIL,

bodies by three of the world's fore- most custom body builders are in- luded in the line in addition to the Chrysler custom bodies.

Many Refinements. The Illustrious New 72' has an entirely now and more powerful engine, mounted in rubber at both front and rear; seven-bearing

ADVERTISING.

WHY IT LOWERS THE PURCHASE PRICE.

OF INTEREST TO ALL,

her money.

Tho more is and

Chrysler's 1928 line of cars in-crankshaft, now counterweighted. There exists amongst a portion of The New Erskine Six, with

range of pro-as in the Imperial '80'; longer the reading public as well as some club sedan at & surprisingly low eludes the widest

by ducts from which to choose offer-chassis, fitted with rubber spring of the people at large, a belief that price, is announced for 1928

fed by any individual motor car mountings instead of metal spring the cost of advertising increases The Studebaker Corporation. manufacturer type and price to shackles; five-ring aluminium-alloy the price of the article sold and to pistons with Invar struts, said to such an extent, is this belief The appearance of the new club it every mutoring need."

Forty body types, including 15 constitute one of the most impor-Indulged in, that many people refuse sedan, with a lurger, roomier body and new and more powerful custom-built creations for its 12tant contributions that has been to buy an article, that, from their of view is abnormally motor, follows completion of the and 100 horsepower Imperial '80 made in recent years to automobile point work of introducing the Erskine are offered on four different chas engine progress; and roomier, more advertised.

Nis-covering the entire motor car handsome bodies,

It is true that the cost of ad- throughout the world, where durmarket.

In appearance, this new 72 is vertising must be included in the Ing the past twelve months it has Throughout the entire range of even more attractive than the ori-selling price, but, that it increases met with unqualified success, hody styles and types are revealed ginal Chrysler which was the se- the cost to the consumer is fund-

The new Erskine meets every the results of the company's manu-sation of the automobile world'

amentally wrong. demand for ample, roomy' comfort,facturing principle of Standardis-when it first appeared four years effective. the advertising It also offers the brilliant performed Quality. Similar appearance, ago. Full advantage has been the more sales It creates, the ance motorists have come to asso- nuchanical performance and equip taken of the additional length to cheaper is it possible for the ciate, with Studebaker products as ment features are noted in ench provide still more inside room manufacturer to sell and the more a result of Studebaker's triumph model beginning with the New which, with the many added in- in winning every official speed and 2. through the Grent New 62 terior appointments, offers a degree value the customer gets for his or endurance record for fully equip and the Illustrious New 72, to the of automobile enjoyment rarely ped stock curs regardless of power 100 horsepower Imperial '80'.

found in any but the highest or price.

Through the workings of this luxury-type automobiles..

soap you use every morning would Standardised Quality principle

probably cost you three times The body of the new club sedan every model contains the same ad-

New features of the Creat New what you now pay for it.. has graceful lines and a low hungantages in performance, appear

Jance, mechanical excellence and Chrysler 62′ include rubber spring gramophone, which appeartace which gives the car an general sturdy construction, as mountings, a built-in

crankcase evenings with Hong and dance entirely distinctive air. Dietrics, does every other. In other words, ventilating system, larger and music, would only be obtainable at the custom body designer respon-paints out . E. Fields, Vice Presi- heavier transmission, aluminium al- four or five times its present price, sible for its outstanding beauty, dent in charge of sales, the '52' loy pistons with Invar struts, rub- while the automobile would be has succeeded in retaining the will give the same type of per-ber insulated engine supports, ball hopelessly out of the reach of the smart lines characteristic of the formance, within its scop, as will and trunnion type universal joints average man.

To obtain some Idea of what the Erskine while actually increasing the '62 '72 or Imperial '80'. and the adoption of a worm and many interior body dimensions.

sector steering gear. The steering automobile trade has done and is column' on ali '02' cars is adjust-still doing through the newspaper and there is an increased amouni Body styles of each of the four able to three positions, as in the and periodicals in the United States The front and Canada alone, the following: of head room and leg room for lines of Chrysler cars are on dis-2 and Imperial '8'.

play at the New York Automobile sent in its touring car is adjust-figures covering money spent for motor car advertising only, will Wide sweeping Crown mud- Short. They are the cars that have able to six positions. guards of new design, the emboss-brought Chrysler, in

Traditional Chrysler beauty and be of interest to automobile owners. the charm of the external contour are

Graceful Lines,

The seats are wider and ́deeper, |

driver and passengers.

Remarkable Performance..

*Decessive

New '02',

et bonnet panel widening at the sensational advances toward cow to join the broad body bell, top of the automobile industry, enhanced in the car by the use of

and the graceful curve of the roof

line combine to emphasize the car's

long, low lines. A new and more.

is

beautifuBy, designed radiator tapped by, the“ „poised ligurg Atalanta, and Banked by acorn Aype headlamps with brightly plated rims.

Roominess.

Throughout the luterior the new club sedan presents a new degree : of roominess and comfort as a re- sult of increased interior dimen sions. The two doors-just a fraction under a yard wide-give easy necess to the comfortable high-backed seats in the front compartment. Both seats: are hinged to fold Torward, and are ad- justable to suit the individual pre- ference of passengers. The wide rear seat, which affords ample room for three persons is deeply cushioned. Both front and compartments have an exceptional amount of leg room,

rear

Daytona Beach, Fla.-Capt. Malcolm Campbell, British driver, In his Bluebird, breaking the world's record made last year by a country. man, Segrave. He set the new mark of 206.95502 miles an hour. His car is equipped with a Napier-Lion, having three banks of twelve cylinders each-a replica of the one used in Flight Lieutenant Web- ster's plane which set the air rècord of 281 m. p.h

All instruments and controls are placed to Tord the maximum of convenience for the driver. The from twenty-seventh to third place longer,

more

But for the tremendous market

created by advertising, the face

The enlivens your

Fifteen Companies.

Fifteen companies are said to have spent more than 60,000 Kulders last year; ten companies more than 1.700,000, eight com- panies more than. 1.1.500.000; eight companies more than 2.500.000; four companies over £.5.000.000; three companies more than £.6.500.- 000; one company more than 1.7.500.000 and one company more than f.10.000.000; or a total of more than f.105.000.000 spent by the fifty leading concerts in the motor industry.

These figures, do not include the costs of art and mechanical work' which are necessary to prepare the advertisements. They do not include the cash spent on farm or trade papers, on catalogues, direct mall advertising, sign boards or other outdoor advertising; оп booklets, folders, or the factory and office overhead necessary to prepare and direct the material or supervise these huge expen- ditures:

The necessity for spending such huge sums of money, in order to sweeping stream give the public full information lines, as well as hy the longer about the various qualities of dif- newly designed, facia board is in four years. beautifully finished in two-tonui "The name Chrysler to-day im-bodies, drum type head lamps of ferent cars, appears to be fully Inequer, and instruments are set mediately brings to the public mind latest style, and small road wheels justified, for it has proved that in rectangular frames in an attrae- certain definite thoughts," points The saddle spring cushions, with when a ear has real merit and the tive. panel indirectly illuminated out Mr. Fields. "Perhaps the first the line upholstery-mohair in public ia kept fully informed on 10 prevent night driving glare.is the remarkable performance that closed and leather in open ears its qualities, then, when the price.

advertising creates suficient The instruments include a hydro-has been an outstanding charac- Jadd materially to the comfort and a reasonable for the quality offered, mand to enable production to be static fuel gauge in addition to the teristic of every ear we have ever artistry of the equipment.

increased. usu! speedometer, ammeter, and but. Chrysler's nimbleness is oil pressure gauge. Coincidental universally recognised.

on the steering column.

ance

.

A second

now are

"Most Powerful Car."

New *52'.

Making Popularity..

de-

THURSDAY, APRIL 19, 1928.

NEVER SUCH VALUE BEFORE IN HONGKONG The Now Famous

"WHIPPET" "96"

ONCE MORE

Reducer Prices

- H.K.$1,325 - H.K.$1,550

NEW PRICES NOW IN FORCE Chassis Tourer Roadster Coupe Coach

- H.K.$1,720 H.K.$1,850

- H.K.$1,850

Cabriolet Coupe H.K.$1,750

Sedan

=

H.K.$1,950

THE PERFECTED “WHIPPET " IS NOW ON DISPLAY

GILMAN & CO,

HONG KONG

LTD.

ད

DURO MOTOR CO., LTD

KOWLOON.

AFTER WE SELL, WE SERVE.

BUY A

CHRYSLER

SAVE

AND

DOCTOR'S BILL

FREE INSPECTION AND ADVICE-During the first year of a vehicle's life we extend a periodical inspection service to all "CHRYSLER" owners; some of our leading mechanics will give advice regarding the driving and upkeep of the vehicles without any obligation whatever.

THIS IS A SYSTEM WE FIND HELPFUL TO AND APPRECIATED

BY OUR CUSTOMERS.

A. LUNG & CÓ.

Tel, C..1219.

19, Queen's Rd. C. SERVICE STATION:-215, PERCIVAL STREET, WANCHAI,

NEW ESSEX SIX.

ATTRACTS A BIG CROWD.

FINE FEATURES.

as the starter switch. Controla

pany.

As in ita, siater modela, greater With Increased production, you lock to steering and ignition, the thought is its pleasing, appearance. roominess and even more ample have increased purchasing power reactions scating capacity are attained in the for necessary parts and materials, key to which also operates the Following these are door lock, is conveniently mounted which include its long life and New "52" by the use of longer more efficient work-shop and as- durability. tremendous pick-up bodies. The additional space thus sembly operation, manufacturing power and flexibility, ease of con- available has been utilised to the costs begin to drop at both ends, trol and remarkable riding "com-fullest extent to carry still further with the ultimate benefits to the Three Lever Control.

fort."

forward Walter P. Chrysler's or consumer, in lower prices and Three lever controls for spark, The workings of the company's ginal purpose to make this loweat better quality. throttle and the twin-beam head-Standardised Quality principle are priced car of his line the ideal au- lamps are mounted on the steering also manifest in other improve-tomobile for the American family wheel, which is of new and attrac-ments made during the last year. of moderate means.

equipped with vertical shutters AMERICAN CARS. The newspapers and periodicals tive flat design with thin grip. Since the 1927 Shows, rubber

Outstanding among the features

lacquered to match the body colour in U. S. A. and Canada, did not Automatic "windscreen cleaner. Spring mountings and engine sup which, in the manufacturer's

scheme. Tyres are of 5-inch size

FOREIGN LANDS ABSORB and the spare carrier is adjustable,

560,000 VEHICLES. one-piece ventilating windscreen, ports-first designed exclusively opinion, give the New 52' its tre take long to realize the value of

fitting with proper appearance rear-vision driving mirror, and for the Imperial '80-have beenmendous appeal in the low priced motor car advertising, and, of their OWN initiative they published cowl ventilator add to driving adopted for the 72 and 02 field are its speed of 52 miles and

of

whether a trunk be carried or not.

WORLD INVASION. columns

columns upon comfort, and convenience.

A new rubber-matted running Saddle spring cushions

more per hour; its flashing 10-

automotive дежа. to meet The interior of the club sedan also found in every Chrysler. New celeration; seating equipment of

of

American motor cars, buses and their readers, is beautifully finished in rich type safety locks have been added. remarkable quality; a

New York.--The Essex Superboard and wider doors have im- striking the wishes

of which in very ten, Six, while retaining its major proved the exterior, while among trucks are desired by people every- velour of blue gray hue. Bright-as well as a varity of mechanical beauty of external contour enhanc-one

Chamber of ly finished hardware, a dome lamp, and equipment refinements whiched by colour harmonies in the lat- is an auto owner or the interested mechanical features, la impressing features of the car inside are the where, world wide survey by the

They visitors of the National Automo-new steel-core steering wheel with National Automobile ash receiver, arm rests and silken have assisted in bringing to Chrys-est styles; saddle spring cushion friend of an auto owner.

an unusual handling bombarded the plant offices of the bile Show as substantially a new black rubber surface, wide form Commerce indicates, according to fitting sents of patterned velour, W. F. Culberson, president of the curtains for the rear window sug-ler, since their adoption, the great-seats; and

larger concerns for news and to-day, line.

Com- gest the completences of its up- est demand for Its cars in the com-case and economy of operation.

the majority of the best papers in It contains three important im-Bow, polished ebony instrument Pierce-Arrow Pacific Sales Wide Buying Range. pointments.

pany's history.

country issuc regular provements, the use of four-wheel board carrying dash-type heat in- In the four models is offered a the

dicator, ammeter, speedometer, oll, Brilliantly increased perform-

During 1927 over 560,000 Amer- sections, with roto brakes of Bendix mechanical type, is developed by the new Heading the Chrysler 1928 line is wide range of buying choice cover-automobile

of interesting the Electrolock for protecting the Pressure and fuel gauges, as well ican motor vehicles were sold in ap- proximately 109 countries. Sales of has a bore and stroke of 214 by "80," announced only a few weeks 52' roadster with rumble seat, to reads, accidents, Inventions and car against thieves, and a heavier for lights, throttle and horn are on American automobiles are increas- Erskine six cylinder engine, which the new 100 horsepower Inperialing about 40 body types, from the gravure pictures

the wheel. ago. It is America's most power-the luxurious New Imperial 80 every kind of story that will in-worm-and-tooth anti-friction steer-

ing in all foreign lands. European car buyer, ing gear.

Silenced body construction la distributors of United States manu- as well as the owner who may want But In speaking of the performance ful motor car. Longer than its convertible sedan, body by Dlet-terest the prospective

many other

featured on all jobs. Of these, thefacturers believe that more than of the new Erskine, Studebaker predecessor, its increased spring rich.

The complete line of cars now something better than the car he changes which are bound to prove five-passenger sedan is finished in 100,000 American cars will be sold officials point. to the sensational length combines with other

Interesting to the prospective car a luxury of produced by the Chrysler Corpora- drives. achievement of a stock Erskine features to achieve

In addition to the business given buyer, which are responsible for two-tone blue with white striping in Europe this year.

The National Automobile Cham- A new radiator ber of Commerce last year under- sedan which completed a 24-hour riding comfort which, according to tion is as follows:

52-Touring Roadster; (with them, through the various ad-the new appearance of the Essex and black full-crown fenders, with speed and endurance run on the the company, is new even to the

most distinguished fine Dickey Seat): Coupe; De Luxe vertising agencies handling the line. The body is more roomy and cowl ventilator. Atlantic City Speedway.

under world's

Coupe; Sedan 2-door Sedan 4-distribution for the motor manu- the radiator and hood are made cap adds to the car's appearance; took, with the co-operation of lead- former being now upholstery is a good grade of ing automobile manufacturers of carry higher, the

mohair. supervision of the American Auto-motor cars.

In it are found all the features door; De Luxe Sedan Chassis (with facturers, the newspapers

England France, Germany, Belgium,'- mobile Association at the average that have contributed so material- Cow).

page after page of "ear want. ads"

The rumble seat coupe is light Italy and Austria, to give the gray below the belt and speed of 54.1 miles an hour.

62-Touring Roadster (with and "car for sale" ads, paid for

a dark Baropean people some idea of the ly to Chrysler's outstanding suc- Erskine Six now holds

fone of gray, above, while both advantages of highway transporta a mark Rever equalled by any stock car in jeess the last four years. Scores of Dickey Seat): Coupe (with Dickey at regular ratea.. Car dealera,} Coupe: Sedan car accessory wholesale and retail

made the shades are used on the artillery- tion. The work will include a gen«. improvements are evident in body Seat); Buziness

Gray The service type wood wheels spokes: its price class.

So woll distributed (two-door); Sedan (four-door); houses, benzine and motor oll newspapers in turn

eral survey of world highway con and chassis.

upholstery Is- rendered the nation by educative mobair

used. Tests on Studebaker's 800-acre are the innovations throughout the Landau Sedan; Touring Car Chas-manufacturers and dealers; elec-motor car popular. Proving Ground have pointed the entire model that each of its body als (with Cayl)..

tric, head and tail lamp makers and advertising is boundless in its Aluminum step plates for the rear ditions to ascertain the best method Roadster (with jobbers, tyre manufacturers, tyre for Improved fuel economy types becomes practically an indi--"72"- Sport and smoother opération at all vidual custom-tailored

Evenness of Climate. creation, Dickey Seat) Coupe (2 pusson-dealers and tyre repair shops, etc, resultaat good. It enables its seat, the bracketed cowl lights of speeding the bullding of more Weather statistics compiled: by speeds, as well as improved chassis with new ideas and many options ger); Coupe (4 passenger); Town ste, all have their story to tell readers to be better fed, better secured to a cross molding, and the and better roads.

Sedan; Crown through the dally press to the man clothed, enjoy more of the comforts new bright radiator, which, like design which includes a more rigid in both body trim and upholstery Sedan; Royal frame and new multiple leaf of broadcloths, Bedford cord Sedan; Convertible Coupe Chassis or woman interested in an auto-of life and obtain a better quld the headlights, are highly nickled,

pro quo for their individual effort make this an Impressive model. the United States Department of in the community. Its function. Another attraction at, the Essex Agriculture Weather Bureau for a aprings that materially improve mohair and leather. This custom with Cowl. riding comfort. and roadability. idea is carried through, the entire

The automotive Industry mado is other than to sell "Brown's exhibit is the classis, which is period of from eight to fifty-six The chassis of the new Erskine has model, and extends to colourings. Dickey seat; town sedan; five-pas-

And appoint-songer selan Beven-passenger the newspapers profitable and the Boots" or "Smith's Teas and jacked up to permit demonstration years attest to the remarkable even- morits the careful attention of of how the several parts function, ness of the Del Monte climate. Less ZIYAK CÓRing Runnaris monoted in loptional

Mandanna popripade in banging and wear and cengine parts rain falls there in January than on every part of the civilised world, bolag cut open to show operation

41⁄2 inches,

way

The

new

"rubber-to eliminato any possibilty atentiert svõimlariga ja

Imperial 80-Roadster with

of vibration reaching frame and further emphasised by the absence other custom-built creations by

·"body,

of manufacturer's insignis. Fifteen LeBaron, Locke and Dietrich,

mobile.

(Continued at 1800 or mo

Column)

I

there are