1915 THE NEW REGAL TOURING ROADSTER COLOR FOLDOUT SALES BROCHURE DETROIT BOSTON For Sale

Title:The New Regal

Author:Regal Motor Car Co.

Publisher:Regal Motor Car Co., Detroit, Michigan

Publication Date:1915 (undated; bibliographically dated)

Condition:Good

Today we are pleased to offer The New Regal, an original illustrated automobile sales folder issued by Regal Motor Car Co., Detroit, Michigan, and bibliographically dated to 1915. The brochure itself is undated; the New York Public Library records this title with matching 39-horsepower touring-car and roadster specifications and the advertised $1,085 price. Printed on both sides of a single folding sheet, it has an integral color pictorial cover and opens into a broad display of sales text and illustrations. No edition statement is printed.

The front cover carries the purple dealer stamp of C. A. Robinson Co., 893 Boylston St., Boston, Mass., over a colorful motoring scene with a touring car, passengers, a roadside figure, rolling countryside, and a tall tree. The main foldout features a large color side view of a touring car with passengers, while other illustrations include a roadster, an overhead view of the upholstered passenger compartment, the engine, a factory panorama, and a small biplane vignette. The rear panel prints the Detroit imprint above a First Premium ribbon design and the oval Regal emblem.

Organized around Beauty, Power, Comfort, and Economy, the sales presentation combines mechanical specifications with the attractions of comfortable touring. Listed equipment includes a four-cylinder motor rated at 39 horsepower, an overslung chassis, a three-speed transmission, Atwater-Kent ignition, Hyatt roller bearings, electric starting and lighting, and demountable rims. The specifications name Regal Blue as the finish. The comfort section emphasizes deeply upholstered seating for five, while the economy text claims better than 20 miles to the gallon. What Regal Owners Say supplies testimonials from Indianapolis, Toledo, Conneaut, Omaha, Philadelphia, Richmond, and Rifle, including accounts of hill climbing and a snowy crossing of Tennessee Pass.

The folded exterior has age toning, handling soil, surface rubbing, and worn edges, with softened corners, small edge nicks, and a small chip at the lower right corner of the front panel. The green cover border is rubbed and abraded, and the paper has shallow creases and unevenness along the folds. The rear panel is more heavily soiled, particularly along its lower and right edges, with scattered brown spots and darker handling marks. Fold ends have short splits, and the fold ridges are weakened by wear. The dealer stamp and cover lettering remain legible. The colorful cover scene is a real treat.

The interior paper is toned to a warm cream, with darker shading along some edges and folds, scattered small spots, light smudges, and a more noticeable brown mark near the upper part of The Four Essentials panel. Opening creases run vertically and horizontally through the sheet, with wrinkling, small separations at fold junctions, and short tears at several fold ends. Fine abrasion lines cross portions of the large touring-car image where the paper has been folded. The panels remain connected, and the sales text, specifications, and illustrations are readable. There is a slight musty odor about the folder. The engine illustration offers slap-up mechanical detail.

Make sure to see the photos above for complete details.

1 folding sheet; 12 unnumbered panels with color and black-and-white illustrations.

Folded, this measures approximately 9 1/2 inches tall by 5 1/4 inches wide.

_gsrx_vers_1736 (GS 9.9.5 (1736))