Fisher Automobile Co. Ad for Overland

This co op advertisement by the Fisher Automobile Company and the Overland Automobile Company is a terrific complement to another Overland advertorial as both tell the story of the company's fortunes especially after its acquisition by industry tycoon John Willys. This information chronicles Willys' acquisition of not just Overland in 1908 but also Pope-Toledo. To augment the assets of those companies Willys ordered the construction of a state-of-the-art manufacturing facility. Apparently Willys recognized the market price point Henry Ford is well known for addressing: the low end to establish use of the motor car in the minds of the middle class. The ad touts the Model 38, a 25 HP machine capable of 50 MPH and priced at $1,000. Note that the ad includes a coupon for a free "book" of additional information on Overland and its products. The coupon was addressed to their sales manager, F.A. Barker to the Willys-Overland Company in Toledo, Ohio.