Word: lite
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...James P. Falvey, 49, an expert on law and labor relations, was elected president and chief executive officer of Electric Auto-Lite Co., the world's biggest independent manufacturer of automobile electrical equipment (30 plants in the U.S. and Canada). Falvey is the complete opposite of his rugged, swashbuckling predecessor, Royce G. Martin (onetime paymaster for Pancho Villa), who died minutes after his horse Goyamo ran in the 1954 Kentucky Derby (TIME, May 10). Falvey joined Auto-Lite in 1934, when it bought out Moto-Meter Gauge and Equipment Corp., for which he was patent attorney. He built...
...Despite the high incidence of mayhem on Suspense, sponsor Auto-Lite, makers of car appliances, sees to it that no one is ever hurt in an auto accident...
...Master Salesman. In 1934 he turned his roving eye toward Auto-Lite, which had been making ignition parts ever since 1911 and had more than 50% of the business. But Auto-Lite had lost Henry ford, its biggest single customer, because Henry decided to make his own electric parts. Auto-Lite was also in bad repute because of a bitter strike in which trigger-happy Ohio national guardsmen shot and killed two strikers and wounded five others. Martin was able to talk Auto-Lite's founder, the late Clem Mininger, into a 2½-for-one swap of Moto...
Martin did it with shrewd salesmanship, e.g., he played on the fact that Chrysler's executives resented being kidded by General Motors officials over the GM-made Delco-Remy ignitions used 'in Chrysler cars. Martin landed Chrysler's business, which now makes up 40% of Auto-Lite's total. He demanded the best engineering, now sells supplies to eleven out of the 19 makes of U.S. cars...
Martin, who knows that one way to win friends is to praise them, spends millions advertising other people's products. For the second year in a row, he is devoting the commercials on his topflight TV whodunit, Suspense, to show off the cars put out by Auto-Lite's customers. In April, after he has shown ten cars on TV, Martin will spend about half a million dollars on his own "Parade of Stars" auto show at Manhattan's Waldorf Astoria. Says Royce Martin: "When we help the customer, we help ourselves...