A Few Important Reasons Why YOU Should et A Mora Get A LIGHT FOUR MECHANICALLY RIGHT. GOOD FOR YEARS Mud proof. Built Right. Designed Right. Easy to handle. Brakes that work. Strenuously reliable. Luxuriously easy riding. Built in the Mora Works. Double independent ignition. The Ideal Cross Country Car. A transmission without Flaw. Built by originators, not copyists. Engine oiling system par excellence. Bodies THAT ARE automobile bodies. Intermediate weight. Moderate expense. Not a single makeshift job in its make-up. An ample factor of Safety wherever desirable. A Motor than which there is none better built. The fifth refinement of an originally good car. Mechanically Finest Light Four Built in America. Greatest value offered for 1910 in High Grade Cars. Every part properly proportioned to every other part. Price right, you pay for car, not for excessive advertising. A combination of all the elements necessary to make driving exhilarating sport. The cost of operating a car is original cost plus repairs, gasoline, oil, tires, less second-hand value; the Mora is always good second-hand value because car is well built, therefore the Mora is a cheaper car to operate than most of those selling for very much less originally. The offspring of and improvement over the car (1907 Model) which made the WORLD'S SEALED BONNET RECORD three years ago, a record not equalled by any car since. The 1910 Mora Light Four Catalogue tells the story in non-technical language of what this STRENUOUSLY RELIABLE car is and will do. Send today. It's free for the asking. HOLDER OF THE BONNET RECORD MORA COMPANY (Licensed under Selden patent) NEWARK, NEW YORK New York City: Broadway at 52d Street January 8 to 15, 1910 BIGGER AND BETTER than ever before, the annual show of the Association of Licensed Automobile Manufacturers, which opens in Madison Square Garden on the evening of January 8, will contain the fruits of fifteen years' development and growth on the part of the pioneer automobile manufacturers of America. There will be gathered the product of the oldest and most conservative members of the industry, the criterion by which all others are judged. With a few notable exceptions, the cars exhibited are intended to appeal to the class of buyers who ask the price last, rather than first; to whom elegance of line, detail and appointment is as important as mechanical perfection. The general reduction in automobile prices. has, of course, been brought about by the perfection of quantityproducing machinery and the gradually won ability to use it to the |