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52 Bro

          1952 Lincoln Showroom Brochure

As a young boy I collected automobile showroom literature. I sold most of it many years ago but I kept a brochure for every car I ever owned even the ones I purchased used. I added a brochure for every car I owned after than.
Showroom brochures make good references when researching a particular make and model but can not taken as gospel as often manufactures will make changes before updating the brochures

Here is a web site that has many ads and showroom brochures you can view on line.
http://www.lov2xlr8.no/broch1.html


Here is another for just ads
www.vintageadbrowser.com/


And this one you can purchase the ads. It also includes ads for many other vintage products.
http://www.adclassix.com/

Have fun.

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Last edited by Richard E
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Thanks for keeping this post going each week Richard. I would imagine most of us were interested in cars since we were young and much of the information (especially these links posted above!) is terrific to view and remember. 

 

Here's a favorite of mine from our Christmas display at our real estate office. Love these old Chryslers!

IMG_1682

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Last edited by c.sam

When I was active in vintage cars (before the Auburn and other auctions seem to drive

the prices up, and old cars became an "investment" for people who couldn't change a tire, vs. a hobby), I actively collected sales literature, etc., for medium priced orphans

up to 1940, but primarily for 1925-35.  With over 5,000 makes of cars once sold in

the U.S., it is a fertile field, with some very rare makes' literature almost impossible

to find.  It was once a very active part of the hobby, but, due to the cost of the cars, now, a lot of this lit goes unsold.  I trudged Carlisle and Hershey for years looking for

it, and now I find little there.  I made a few coups, buying a collection of Velie lit

out of an old dealer attic (resold to a tractor collector, as Velie was related to John Deere), and another orphan car's beautiful color brochures out of an old dealer's farm barn.  Velie, like Model T Ford, was one of the last to give up thermosiphon cooling. (I found the other dealership's old building still standing in Terre Haute, Ind.)

Speaking of brochures: In 1967 I was shopping for a new car and talking with a Chevrolet  salesman about a Chevelle SS396.  I asked him where the claimed 360 HP was measured, at the rear wheels or at the flywheel? 

 

He looked me in the eye and said, "Mr. Willis, the claimed horsepower is measured at the brochure."  

 

So true.  I appreciated his honesty, although I did not buy the Chevelle. Ultimately I bought a small block Camaro instead: it just handled so much better in turns. 

Originally Posted by Lee Willis:

Speaking of brochures: In 1967 I was shopping for a new car and talking with a Chevrolet  salesman about a Chevelle SS396.  I asked him where the claimed 360 HP was measured, at the rear wheels or at the flywheel? 

 

He looked me in the eye and said, "Mr. Willis, the claimed horsepower is measured at the brochure."  

 

Now that's funny - and honest. The actual fact is, in that era Detroit engineers measured horsepower at the flywheel, with everything that could possibly reduce horsepower removed. No generator, no fan, no air cleaner - perfect lab conditions with the engine on a dyno stand. The actual horsepower measured by the engineers on the dyno might or might not make it to the sales brochure. in the early days of muscle cars, horsepower claims were often exaggerated. Later on, they were frequently downgraded to make it easier for the buyer to get insurance. The insurance companies would penalize power/weight ratios over a certain number. Cars like the first-generation Z/28 Camaro (the thinly disguised race car with the 302, not the later versions) rolled out of the showroom with substantially more horsepower than claimed.

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