National Geographic : 1915 Mar
Three Chalmers engineers were looking at the hand-hammered fenders on a $10,000 foreign car. "There is the fender we want," said one. "Only it must be smoother, better than that," said a second. And as they talked, the third was busy making sketches. With that hand-made fender as a model, Chalmers engineers designed the strongest and most graceful automobile fenders ever built. At Chalmers prices they gave the public a feature never before offered on a car at less than $10,000. And the Chalmers Factory designed the machinery to build them. It cost us more than $72,000 to give Chalmers buyers the Chalmers molded oval fender. The giant machine on which these fenders are pressed from a solid piece of heavy sheet steel weighs 55 tons. We had to erect a special building for it. And all this thought and time and money was spent to give Chalmers owners the fullest protection; to make Chalmers cars the most graceful on the market. "Quality First" in looks, in service, in materials was the idea back of Chalmers molded oval fenders. "Quality First" is the rule on which every part of Chalmers cars is built. It is this ideal, supplemented by originality and progres siveness, that makes Chalmers cars world leaders at their prices in style, mechanical excellence, sturdiness and luxury. The Chalmers owner is as proud of his car as though it had cost $4,000 or $5,000. For he knows that no car is better built, more rigidly inspected; his own eyes tell him no car has more good looks. Write for "Chalmers Doings" No. 65 and learn more about the "Quality First" Chalmers. And be sure to see and ride in the 1915 models. New Six-40, $1400; Light Six-48, $1650 Master Six-54, $2400 Fully equipped, f. o. b. Detroit Chalmers Motor Company DETROIT Making Chalmers Fenders,drawn from life by H. L. Grout "Mention the Geographic-It identifies you."