Modesto News-Herald from Modesto, California • Page 18

MODESTO NEWS-HERALD--ATJOTflf 1936 Atlanta, to the early Greeks a goddess symbolical or fleetness and love of the chase, has stepped from tb pages of ancient mythology to tlic spirit of tft2 most modern Jn custom motor cars. The silvered figure of this allegorical daughter of an Arcadian king depicted as racing' with the wind, is the emblem of the stmlcbaker custom designed line of sedans which were put on formal i display last week by Win. J. Sllva.l local Ktudebaker dealer. Tho significance of the choice this goddess to adorn (lie radiator of Studebalter custom was irfSlantly caught by fine car lovers of Modesto, who were present at the initial display.

The appreciate the qualities which defied Alalaula in mythology, it is necessary to understand the character of her father, lasius, king of Arcadia. lasius was a mighty man, even for his heroic time; a tamer of horses-terrible Jn war and a lover of the hunt. Women he despised for not being able to take part in the manly sports which -were his passion. When lie married Clymeno, it "was his wish toraise a house ot noble HODS to ride and hunt and do battle at liis side and he swore that If a daughter were born hs would put her to death. His first born waa Atalanta and hlfl heart was divided between love ot the girl and his oath.

Yet his oath triumphed and he ordered ber cp.st Into the mountains to die. Artemis, the maiden goddess, found the child and her anger was aroused against the king. She decreed that no other child should be born to 'him and that the castaway girl, whom she named Atalanta, should bocoino a mighty huntress and the swiftest of all mortals find, 1 In addition, the most woman ot the land. After Afalanta was grown to womanhood, aim was sent ly the goddess back to her 1 father's court and there showed all the young princes of the country by her accomplishments. To her father's wish that she marry, she ropHoil "with a challenge to her suitors to a race.

The man who could IdcTcat her was to win, her hands arid the losers to bo put to death. Many tried to win the beautiful maiden, hut she outdistanced tbem all and they were put to death. Then, when it seemed that all the finest young men ot the- country must lose thoir lives Itv the effort to win the princess, Vonua, goddess them--Ufppomenes. By means of some lovely golden apples, which ho tossed before lier oach tfmo sho sped past him, Hiupomeues so delayed Atalanta that he reached the goal first and claimed hor for his bride. The figure of the goddess, -which the ntandard emblem' on alt of the cars of the- Btudebaker custom line; was designed ln the studio ot Lorado Taft, Internationally famous sculptor ot Chicago.

Rhode Talnnfl prohibits ilia use ot banners, streamers, and balloons on atltomoblies in the rear, the radiator, contending that these adornments obstruct the driver's and are a menace to Barely. COMPARE We make Champions the very best we can. Their Ruperiority in design, finish. rod careful manufacture it readily apparent if yon compare Champion, with any other spark plug. But you must drive with them to know how very much better they are.

CHAMPION 'Dependable for Every Engine Toledo, Ohio Distributors STANISLAUS AUTO SUPPLY COMPANY Modesto Car Constructed Like a Steel Building The new Essex all-sleet coach, described as "strung as a steel building." At the left, lower, Is shown a 4CHMon press which elamps cut entire doors with a single operation. At the right two men are proving eturdlness of car by riding on outstretched' doors. This new model is now on display at the showrooms or George J. Shrycr, local Hudson and Essex dealer. automobile that is larger, more roomy, much better riding and exceptionally durable, is seen by thj Chrysler Corporation.

In a statement on the question, Carl rt. Austin says: "Fully aware that there are today nearly 20,000,000 motor cars owned In the United Stales--or one body artisans. And more than that. to every six persons--it seems lo UleJHu(ison organization makes the that there are almost unlimited flat out statement 'iat the new En- possibilities in that Such gel C0 ach body is as rugged and Studebaker and the Spirit of Atalanta Giant Light Used to Catch Thieves A Bcarcli- ligliL Is operated on roof of a tail building in Worcester, aa an aid to catching automobile tlilovos. members the police force aro Instructed to watch Hie sky for flashes from tho light, and on seeing the beams from It, to go to the nearest patrol bos, whore they are given the available details of the holdup or other crime by police headquarters'.

Th beams oC the searchlight, after having given no- oC the robbery i are turned' on I to section where tho car was stolen. operation, (lie number oC automobile thefts decreased "'by over 50 ncr Economical Transportation New low Prices Chevrolet trucks have won worldwide acceptance on the basis of low first cost, low operating cost and slow depreciation. This spectacularly growing popularity has made necessary a greatly increased production the economies of which are now being passed on to Chevrolet truck buyers in the form of a drastic price reduction. Edward E. Hatch 1010 Ninth Street, Modesto Worlds Lowest Priced Gearshift Trucks I The automobile industry's largest I Tna automobile inaust A tremendous undeveloped mar-1 body-building unit--and 6t In the smalt car Held for an gig body-builder emploj ed in it! Canada.

That is tho unique situation in tile $10,000,000 body plant which the Hudson Motor Car Co. has erected to manufacture its new alt-steel Essex coaches. Yet the accuracy and the finish of the work done on thes9 bodies by modern machinery is described by the industry's experts as actually; superior to that of the hand-working Britain's Autoists Are Heavily Taxed Motorists in Great Britain are the most heavily taxed in the world. Allowing for different methods ot taxation in various countries, the result for a ten-horsepower car works out at Ko for Great Britain, $15.50 for Prance, J15 tne United States and Italy, and 510.50 for Trade Old for Farming Land Lymau D- Jones, automobile dealer ot Marion, believes he hal solved the used car problem. has become the owner of an eighty- aero farm in Sandusky county la exchange for thirty-three used carsi all makes and styles.

A year ago he traded nineteen old automobiles for a farm near Union county, 0. car must, ot course, combine in it these qualities no other car In Lhat field possesses, if it is to register the success ot which 1 speak. "There is no question in my mind but wliat the people who prefer a lowpriced, quality automobile, are edsirous of having built into that car certain features that heretofore have not been made available to that field. The industry has not given sufficient attention to the man who drives a small, lowpriced It simply has gone.on the assumption that the same measure comforts that must be Incorporated Into every car ot higher price, if it is to be successful, could not be built into the smaller cars. "I disagree most emphatically with that assumption.

The person -who prefers to drlre a small car is entitled to every consideration that can be given him. It is possible to build the qualities of comfort, roominess, easy riding and long life Into a small oar. The possibilities with such a car are BO tremendous that It can actually he built In great quantities at remarkably low cost, if the manufacturer has the capacity and organization to do it. 'Medical authorities have definitely established the fact that the man who continuously drives a small car suffers from abnormal and excessive fatigue and nervous strain because of the nolso, jolting, bouncing and excessive vibration lie has always undergone to date in that type car. He has been compelled to put up with these discouraging conditions because, up to tho present, no one has gone about the task of designing ii small, low-cost car that remedied them.

"Whenever he has bad opportunity lo take his family tor a long, weekend drive or for a tour across eev- eeral stats during his vacation, the in tire family has ben forced to long-lived a. body as can be foundi in the world, price regardless. "Rigid as a steel building" is a phrase describing it. "The men employed In this Essex plant are as fine types ot workingmen' as America affords," said George C. Shryer, Hudson-Essex dealer, "hut they are modern in that they let mammoth machines perform Ihe heaviest and most complicated tasks.

"in the manufacture of a cowl, door, or one corner of the body, for instance, the most vital operation is performed hy giant presses. A whole cowl is pressed out by one tremendous blow. The cost of the big machine -which does this represents a forlune. Probably the dies themselves cost from 830,000 to $15,000. In all the man landing the machine probably has at his command $75,000 to worth of faolli- ties.

The weight of the machinery is more than ICO tona; the plunger of the press exerts tons. a force of 400 It can readily be seen that with nuch facilities, the various parts can be manufactured to absolute accuracy, and that when there is a sufficient volume of business tremendous economies are possible, when compared with the farmer methods. As similar mechanical devices are usotl in every part of tho body, tho aggregate savings make possible the building of an exceptionally fine quality body at a very favorable price. These facts aro easi'y understood by Americans because our high wages, are mado possible by such machines and methods. They explain tho strength arJ quality of the body as well." tolerate the same condition.

"Better designed cars, built to a single standard of higher quality, with modern space engineering, improved springs and generally improved riding conifort, are bound to remedy this and are bound to enjoy a conspicuous success for their producer. "America's Highest Quality Tire" Star co Cord Tires MR. AUTOMOBILE Modesto has never had such sensational tire offerings. Think of it! A 30x5.77 5-ply, heavy constructed, full size, nonskid Balloon, fully guaranteed, --FULL OVERSIZE-- 30x34 8.95 31x4 $14.50 32x4 $15.85 $21.55 33x5 29x4.40 $10.75 30x5.25 $16.75 33x6.00. All other sizes in proportion.

These tires carry "Jim" Mortensen 's guarantee, which means definite tire satisfaction on the part of the buyer. We have a complete Vulcanizing and Repair Shop. Drive in. Our service is complete here. MORTENSEN'S STAR TIRE DISTRIBUTOR 1018 Ninth.St.

Thone 820 Modesto Ik 'T TS TV TIT ESSEX "6 COACH With All-Steel, Bolted and Riveted, Clear Vision Body The Product of Essex 1 New Body Plant 795 Extist 955 'Al Dmr" Standard aptifment MuJa: RMT Vkrw Minor. Lock (omit-in). MB, rtoto.Mnjr, Cc-mbmitfo. Stop ud Tiil LUht. Manyof these advantagesyouwill recognize ataglance.

Butyouwill have higher appreciation of their meaning when you know that a plant of 18 acres which with equipment approximated a cost of was first built and that special machinery had to be designed, to make the New Coach your dealer is now showing. It is all steel, bolted and riveted, and so rigid that squeaks, and distortions, are as unlikely as in a steel building. Doors are so hung that a man may hang on an open door while the car is being driven over rough roads. Twelfth at St. without springing it out of true.

And it is so designed and constructed as to permit the use in a totally new manner of a high- baked enamel, most lustrous and lasting-finish. There has been constant improvement in the chassisfrom the first Essex ihipped. But only by theaccumulationoftheresources, the information, experience, and the skill that have resulted from the building of 350,000 Essex "Sixes" was it possible to create this car which we ask you to inspect and to drive as the best looking, best value, best Essex ever feuilf. Modesto.