Newspaper Page Text
SUNDAY. JUNE 7.
Keep Your Car!
A By ELBERT HUBBARD
where I can see its restless hands and open, honest face.
CL I have a violin made by Joseph Guarnerius in Seven
teen Hundred Ten. The thought that it was made by a
pupil of Stradivarius—Stradivarius, who made violins to
the glory of God—means much to me. Ido not care to
exchange this violin. It serves and it satisfies.
CL I have an automobile that I bought six years ago. Con
servative in oudine, perfect in mechanism—it has been
run almost every day, eight months in the year
It has never flirted with a street-car, argued with a telegraph
pole, disputed the right of way with another, nor shown a
fondness for the ditch. And because it never was freakish
in outline, it will always be in style.
We call this automobile “Old Betsy.’*
Last year I was offered a glittering machine in trade—the
newest creation of a factory whose principal business was
to create new creations so often that none of their custom
ers could remain in style—or the style as outlined by that
factory—and keep their car over six months.
But instead of trading, 1 sent “Betsy” to the sanitarium,
where she was overhauled and painted.
On her return my two little grandchildren raised the joyful
cry, “Betsy is home—Our Betsy is home!” For no new car
would ever replace in the future in their affections a car
that had done so much for their happiness in the past.
CL And so when 1 read the glorious slogan of The White
Company that has made literature of their advertising
campaign this season—“ Keep Your Car,” there was
an extra circulation of red cor-
puscles in my arteries, for here was
at once the solution of what is the
matter with the automobile-manu
facturer, the automobile-dealer and
the automobile-owner today Si
“Keep Your Car!’*
You would do so if you knew
what these three words really
mean
It means first, careful buying— a
clinging to conservatism, propriety
in outline, in your selection, because
you are going to buy for keeps and
not for trades. It means a great
load off your mind to think that not
next year, nor the year after that,
nor for half a dozen years to come,
do you have to worry about a trade,
for if the car you buy this year is
right, that car will be right then.
But in a broader sense, it means
still more. It means that the auto
mobile-dealers—those men who
have made the world marvel at the
growth of the American automobile '
industry—will make money from
CL I have a saddle-mare that is
nineteen years old. I have ridden
her almost daily for fifteen years.
This animal is not for sale, nor
do I care to trade her off for a
younger horse.
CL I have a watch that 1 have
carried across seas and over con
tinents, on mountain peaks and
down into the mines, for over
twenty-eight years. When 1 lec
ture, it lies patiently on the table,
fHE AUGUSTA HERALD. AUGUSTA, GA.
- ~— :
ftKitprouTattifl
Keep Your Car!
\ The White Company's Solution of
the Annual Trading Problem
Too many cars sold today are built to be traded; to last but one or
two years; of ordinary materials; of extreme deeign; and, therefore,
quickly useless and out of style. The second-hand market is flooded
with such cars, and their value is next to nothing.
There Are Practically No White Cara on the
Second-Hand Market
The real merit of any make of ear la
beat shown by ita absence from the
second-hand market.
Look through the classified lists of any
newspaper, note the scarcity of Whites
in the column after column of cars ad*
vertiaed for sale. Think what this means.
The chassis of White Cars are built in
the same factory, by the same men, of
the same identical materials as White
Trucks.
And the most essential pointa of motor
truck superiority the features which
have given While the supremacy among
all motor trucks, both in quantity and
value of production -aredurability and
continued economy of operation.
The bodies of White Cars are proper In
outline, dignified and conservative, and
because never extreme, are always in
atyle.
White bodies are built, like White
chassis, to last for years, and are not
designed to make the owner feel
obliged, for mere appearance sake, to
purchase a new car every year.
Kxtreme atyles in motor ears are due
more to the desire on the part of the
THE MANUFACTURING AS WELL AS THE SALES POLICY OF THE
WHITE COMPANY HAS AIWA YS OPPOSED FREQUENT TRADES
The WHITE*j^*SoMPANY
Manufacturer! of Gatolinr Motor Can, Motor Truths and Taxicab*
CLEVELAND
LYON & KELLY,
351 Broad Street, Augusta, Ga.
the sale of new machines and will not have to take their
place as merchants on the level with dealers in second
hand furniture or secondhand articles of any kind.
What matters it that only one manufacturer in America
today is broad enough—big enough and confident enough
in the perfection of his manufactured article to advise
“Keep Your Car!”
Other manufacturers will follow—shall follow—must
follow!
CL Keep your car! Buy a good one and keep her. She
is worth more to you than to anyone else. Treat her well
and do not trade her off to satisfy a spasm of vanity
Keep Your Car!
The old aristocratic family used to buy a family carriage,
and it lasted a lifetime. Then it was passed on in the
will to a new generation.
The modem, completely equipped automobile approxi
mates the perfect.
That you should want to have a new car every year is
silly and absurd. It tokens the Newly-Rich—the Bounder
who may be poor tomorrow $* &
CL Keep Your Car!
When you do, it does not suffer that thousand-dollar
slump &
When the auto was being evolved, and every year meant
marked improvements, “there was a reason.”
Don t buy a car that was built for trading purposes. There
are various makes of good cars. Select the car that is
built to keep, not to trade—your ideal of what a car
should be, and buy it. Then treat it well. Automobile
extravagance does not consist in owning a machine. It
lies in the bughouse idea that you have to have a new
one every year. If your chauffeur gives you an especially
good run, hand him a V, and say, “Good boy, Charlie!
Some machine, eh!”
Once in a while at the garage, hand a crisp, green one
dollar bill to the chap who gives her “treatment.” Not
that the man needs the money, but you owe it to yourself
to let him know you are a gentleman, and not a gent.
Show the cop at the crossing that you are no piker
m.nuf.rturvr to form in Iramodlato
markrt r.thrr than to mil art which
will give definite MtUfartion for veara
to come.
So thoroughly does the public believe
in the superior wearing qualities and
continued economy of operation of
White Cars, that everv White Healer has
a waiting list for used White Cars which
he canuot supply.
The White Company, as far as White
Cars are concerned, has ao second-hand
problem.
And because the demand for used White
Cara ao far exceeds the supply. White
Owners are continually Importuned to
trade their cars for other makes, he*
cause dealers know that used Whites
can be sold immediately for the highest
cash price.
But WTiite Owners rarely trade. They
know that their old Whites are better
today, more economical to operate, and
will be worth more next year and in
years to come than the new cars offer
In exchange.
B°T your car from a manufacturer who
builds for keeps not for trades.
Loosen up, and be a big, kindly,
generous human being. The world
is short on this kind.
Instead of throwing good money
away on “swaps ” keep your car
and pass out a little love and small
change as you journey. Then
note now much better you feel;
and others will feel just as good as
you do.
Keep everything that serves. Don’t
be a jing-bing—get credit for the
past, and the present, then the fu
ture is mortgaged to you Abas
the bounder!
Love is the great lubricant.
Keep your temper.
Keep your friends.
Keep your health.
And lastly -
My hat is off to the automobile
maker whose work and worth en
abled him to popularize the three
greatest words ever used in auto
mobile advertising:
KEEP YOUR CAR!
THREE