WINDOWS\Jim\gasprice

Monthly Feature February 1999

White Rose and Red Seal Gasoline price signs for visible gas pumps - circa 1928. Canadian law ruled taxes must be shown separately . Gasoline Prices or "The good old days" View this article in conjunction with the new "GASOLINE" page * We don't have to make good excuses --- We make good gasoline * (1916 advertisment) * White Rose Gasoline sells for more per gallon                           and is worth more than it sells for * * White Rose Costs Less Per Mile *    canadian Oil Companies Limited didn't hide the fact that their gasoline cost more per gallon than the competition's--- indeed they actively promoted the difference. For many years White Rose Gasoline sold for 3 cents more per gallon than the competitions.They were proud of their quality and reputation.
   "18 Reasons Why" , a 1926 pamphlet similar in size to an En-Ar-Co Oil News booklet ,dealt exclusively with the reasons White Rose Gasoline was the better bargain.Perhaps those weren't reasons enough, for later that same year the company saw the need for a second grade of gasoline -----
   Red Seal Gasoline was introduced "at the same price as (the competetions) regular".The company was very careful never to call it a regular gasoline --- instead issued this description: " Red Seal Gasoline --- manufactured for those motorists who wish to purchase a medium price gasoline "

Advertising in May 1932 shows the premium for White Rose Gasoline drops to 2 cents per gallon

By August 1932 , ads now read "White Rose Gasoline cost no more than regular gasoline"---again
careful never to imply it a 'regular' gasoline.

Sample prices I cannot often quote actual retail gasoline prices, instead will show you a few examples of dealer cost, taken from company to dealer invoices in my collection. Keep in mind to include the dealer markup
and the gasoline tax . The prices shown , correct on a given date , but may not accurately reflect the
years average price.

1901 "gasoline" --- 6 cents per gallon --- no tax

1909 White Rose Gasoline --- 15 1/2 cents per gallon --- no tax

1919 White Rose Gasoline --- 39 cents per gallon ---no tax yet !

1926 White Rose Gasoline --- 43 cents per gallon retail --- tax included
(the location of this station in Jarrow, Alberta , may reflect in this price)

1935 ---Government ( Ontario prov.) gasoline tax is 6 cents per gallon.
Remains there until the spring of 1939.

1939 White Rose Gasoline           ---14 cents + 8 cents tax per gallon + dealer markup
           White Rose No-Knock         ---16    "       "    "     "    "      "           "         "
           White Rose Ethyl                 ---18    "       "    "     "    "      "           "           "

1942 White Rose Gasoline          --- 24 cents per gallon + 11 cents taxes
            Red Seal Gasoline              ---15 1/2 cents + 11 cents tax per gallon + dealer markup
                                                                       ( Ont. Provincial tax remains @ 8cents but also a new 3 cent federal tax)

1943   Red Seal Gasoline             ----16 1/2 cents + 11 cents tax per gallon + dealer markup
            White Rose No-Knock       ----18         "          "    "      "     "     "           "         "
            White Rose Ethyl               ----20         "          "    "      "     "     "           "         "

1947 White Rose No-Knock --- 17 cents + 11 cents per tax gallon + dealer markup
White Rose Ethyl --- 19 " " " " " " " "

1951 White Rose No-Knock --- August retail price is 27 cents per gallon + 11 cents tax
White Rose Ethyl --- " " " " 29 " " " " " "

1952 White Rose No-Knock ---22-2/10 cents+ 11 cents tax per gallon + dealer markup
White Rose Ethyl ---24-2/10 " " " " " " " "

1953      NEW
             White Rose Gasoline         ---23-1/10 cents+11 cents tax per gallon + dealer markup (Dec.)
                White Rose ULTRA          ---25-1/10   "       "     "      "    "      "           "         "

1957 White Rose ULTRA ---January retail price 44.9 cents per gallon including tax

1960 White Rose ULTRA --- March retail price 45 cents per gallon including tax

1961 White Rose "Gasoline" ---February retail price 37.6 cents per gallon including tax

    A local dealer's markup was 5 cents per gallon in 1939. Interesting to me was the fact that the company provided the financing for him to build a station and start in business . This mortgage ,with 5% interest, was repaid monthly at one cent per gallon sold, billed directly on his gasoline invoices at time of delivery.I wonder if one could get that deal today?

I also have a copy of another locals contract with Canadian Oil Companies Ltd. for the following equipment neccesary to go
into the gasoline business in 1935:
                                 1-Clearvision gaspump #10-- -----$65.00
                                 1-250 gallon tank----------------- $35.00
                                  installation-------------------------$25.00
                                                                                     $125.00
It does not say if this is new or used equipment.

More Power White Rose Gasoline LessCarbon

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