Life — June 26, 1913 — page 27: what you’re looking at

Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

Two-thirds of all Electrically Cranked Cars in Use Today are Delco Equipped Count them for yourself as you see them on the street. You'll be surprised to find the remarkable preponderance of Delco equipment. Now go a step further, if you will. Visit the repair shops—you'll find that the Delco is almost never in the hands of the trouble man. All of which emphasizes pretty forcefully what we have been saying over and over again— “Delco Equipment is Built for Service.” It is ight fundamentally—It is right electrically—It is ght mechanically. No automobile engine is too big for it to crank easily and effectively. No service to which an automobile can be put is too severe for it. jolting or vibration. It is almost impossible to damage it by The Delco System Electric Cranking Lighting-Ignition Delco equipment is the only electrical cranking equipment that has been in actual use in the hands of automobile own- ers long enough to thoroughly demonstrate its efficiency. Not quite two years ago, the first electrically-cranked car appeared on the market—it was equipped with the Delco System. During the automobile season of 1912 twenty thousand of these cars were sold and by January 1st of this year about 20,000 were in use. We hoped to-be able to produce 40,000 equipments during the calendar year of 1913.—That was the outside limit of our expectations of January Ist. But the record of the Delco System on those 20,000 cars already in use was entirely too convincing a demonstration of Delco efficiency. The demand of this year was so insistent that we have had to more than double our anticipated production. During the first four months of 1913, in spite of the inter- ruption of the great flood, 15,000 Delco equipments were produced, and by the end of the year a full 100,000 Delco equipped cars will be in use. Can you imagine a more amazing and positive endorsement of Delco superiority? And now, note this point—this tremendous Delco business has been ‘built solely on the performance of Delco cquip- ment. It hasn't been what we have CLAIMED for it—we didn't make any claims until after thousands of cars had been in actual use for a year, demonstrating Delco efficiency. It hasn't been the work of an aggressive sales force—we haven't any sales force. Delco success is based solely on what Delco equipment has DONE in actual service. You can’t go back on that. The Delco Equipment on more than 40,000 cars at this minute is giving positive, unfailing service to more than 40,000 satisfied users. Do you wonder that we grow somewhat enthusiastic when we try to make you understand that the Delco System is more than simply a motor and a battery and a bunch of wires? It is the experience, the skill, the know-how back of it that gives it its dominance in the Electric Cranking and Lighting field. It is the quality that is built into it that is placing Deleo Equipped cars at a premium, and that is causing the sistent demand that has almost swamped this great six- story factory of ours, If you are interested in the development of Electric Lighting and Cranking, write for the Delco Book. The Dayton Engineering Laboratories Company, Dayton, Ohio comicbooks.com