The following text may have been generated by Optical Character Recognition, with varying degrees of accuracy. Reader beware!

WILMETTE LIFE January 28, 1927 Qulity, Not Price, Governs Automobile Buyers, Says Jordan Edward S. Jordan, student of IllOtoring developments, believes that the attitude of the public toward motor car buying has turned. He feels tl1at price alone no longer governs the purchases of ca.rs. The public has long learned to undefstand quality. It is with this idea in· mind that he is placing the Tomboy on · the market. The little Jordan Tomboy-typical Jordan nomenclature, by the way-has been designed for young oncoming and come-on Americans of the better class : sound, speedy and with the appearance that goes over, and with performance. In other words, a high-class ca.r though built on a small scale; powerful, ha,ndsome, safe, low-slung. The sort of a car that a live prosperous )·oung An1erica11 ""a11ts-at1d gets. Cornell Motors, "the World's Larg. , est Jordan Assoctate Dealers located I at ~035 Broadway, Chi~ago, l.1as great~Y mcreased the effictency and a!so mcreased the personnel of the Servtce --------------· department to serve Jordan owners. 1927 promises to be a busy year dut to the highly regarded eight cylinder lines of the present and with the addition of the j'sensation of the New York show" added to those they p.rophesy a great numher of additions to Jordan'~ select audience. - - - -- -- -Tht· Chand~cr, Big Si~ ~lt:trupo litan se dan delux e 1s l handler ~ lat est model. It is fi nishcd in duotnnr, lacquer, a ~ striking combination of :\ni si y green and applt: grt·t·n and i-. rotllpldely I Buying Your Motor in Home (}ommunity It'll Be Serviced By W. D. Reagan (~I a 11 agcr Evanston ~1otor· Sales) /' ,1 automohile is just as good a:-; it" local sen·ice station. N'o housev.:ife in this north short· community wo~ld think of going- to Chi-cago every tune she wa.nted a pound of sugar ~ny more than fnend husband would <lnH to Oak Park for a cu1 or tobacco. \Vhy, then. do some pe ople p e r :-;i~t in buying th eir motor cars out of the ir home communities? The various auto mobile deakrs tlll efficient s e r vic c better equipped t,, render competent, I than are thl' dral . ' er::; in an,. ot hrr =='----- like (OllllllU.Ility. W . D. Reagan Th~ :-c dealer.s dcTolt·fl l'l1oto :-,crve vour husme s:-, and t hn· mtl!-t have it if th ey arc to continut: g·iving prompt, courteous, and l't"ticient ~l'rvicc, :\o dealer can main t;t:n a r<llltpdrnt ~en·ice sta ti on tmle ~" he make:- a iair proftt on a car he ~e 11 -. \ou. llr cannot earn· a cotllplcle stock of ~n,· in· part:\ and. maintain dficicnt merhanir-. tlll the lm ~ in e!'s of the ser ,.;\' 1_' ,tatiun alone. It isn't fair to ask hint to maintain this competent serv ice ,,, t:thli-.hed for the buyers' convenience "hen thl' car ~cn· iccd ha :\ twl IH·t·tt purrha-.rd irom him. Tt is trth:, -, nmc ckaltrs ca n giH· Y"u :·_:;o mnre ior ,·our ole! car than other~. hut ho"· can ihn· n·n<kr yo u the kind o i :-.t·nire you \,·ant at the tim e you \\'ant it if t.hey persi:-;t in doing tl;is : ! \\.hen you \\·ant :-.<~me li tt le thing atl t t'tHkd to un yn ur car-ancl the heq pin·e (Ji marhinrry need s attcntionhl' ha-.n't timl' ju-.t tl. en. and you will Ih a n· t n "wait" ,r he ha: n' t t hc part ' in stock, hut will han: tiH·m for you Itomorru w or nc·xt week or as :-.oon as the iactory can ship th em. You don't wan t that kind of se rvice, no r \\·ill you receive it from the nort h -.IJ,,r~ automobile dealers, Some people merely buy an automobile whtn they buy, but the wi::;t· man buy-, miles of . at is factory service. and you can get thi s only fr om ,·our local dealer. He de se rves your hu sine s·s htcatbt' of hi s investment for YOur conYeniencc and satisfaction, and -he mu st have it if ht· is to continue giving this :-;at i.; faction. Last yrar ~o me $10,000.000 wa s spem with north shore dealers for variou-. makes of rars. These purchaser s bought their dealer s' interest in the ;r satisfied transportation. These north shore dealers have over 1 half a n~illion dollars invested in part :; and eqUJpment and a much larger sum in buildings and land-all for your convenience and satisfa-ction. Remember, you spend a comparatively few minutes in th. e beautiful showroom, hut are dependent upon your local snvicc station 365 days in the year. 1 1 . app uintt·cl. · Challenge us to prove its riding qualities! Until now a definite claim to superlative riding qualities for any car has been risky. Today it is safe- for ELCAR and the Shock-less Chassis. At last we can say, "Challenge us to prove its riding qualities." Whether your interest be in the new ELCAR Light 8-in-Line or in the new ELCAR Six, phone us when we may bring the one or the other to you for a conclusive test of what we believe to be the smoothest riding car ever built. ELCAR MOTOR COMPANY BuildtWs of Fint Vtbiclts Si11Cil873 .,x· ELCAR WITH THE .. The Elcar is the only Car sold with a 90 DAY FREE SERVICE Guarantee C. A. Fridman WILMETTE Phone Wilmette 3895 RESTORE WRECKED CARS The North Shore Auto Body and Trimming works at 1002 Chicago avenue, Evanston, is une of the husie~t repair shops on the north shore. Here wrecked cars are completely reconstructed even to replacing of cushions and windshields. William McKay and Charles Lee are the owners. Chromium plating, which gives metal ·surface harder than the hardest steel, is expected to add much to the life of the automobile. 1 · I