Word: isotta
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...Rolls-Royce of Italy" is the Isotta-Fraschini while Fiat goes in for "Fordized" mass production. But it was announced last week that Mr. Ford has contracted with Isotta to make Ford cars in Italy, at Firso to some extent, from parts shipped from Detroit, later from 100% Italian parts. Since Italy's duty on parts is now much less than on cars, Mr. Ford should be able to worst all U. S. rivals in the Italian market. To complete the Ford-Isotta agreement, Ford's Export Manager Charles E. Sorensen and Sir Percival Perry, general Ford representative throughout Europe...
Engines in the show ranged from the 30 h. p. Aeronca to the 1,800 h. p., 18-cylinder Isotta-Fraschini, largest single-unit aircraft power plant ever built...
...January 1930, Sir Percival sailed for Turkey and came back overland through Europe, leaving consternation in his wake -such as the Steyr scandal in Vienna and the Isotta-Fraschini affair in Milan (TIME, March 31). Back in London, "Sir P.," who is after all an Englishman, did not join Mr. Ford in lambasting his countrymen. Instead, for his part, he discreetly praised the European workman, thus: "Laboring under the same conditions and receiving the same high wages the European workman is more efficient than the American, who is no miracle worker...
Fascists were fearful lest a vital Italian War industry, motor-making, fall into foreign hands. A blast from Il Duce almost immediately shriveled the Ford-Isotta deal...
Commendatore Cella, General Manager of Isotta-Fraschini Motors, Inc. beamed cheerfully in his Milan office last week, admitted that negotiations were successfully under way whereby the aristocratic Isotta company would manufacture Fords, importing 30% of the parts from the U. S., making the rest in an extension of their Milan plant. Undecided is a scheme whereby Isotta Co., already the largest manufacturer of airplane motors in Italy, would turn out trimotored Ford planes as well...