Word: lites
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Dates: during 1950-1959
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...Toledo, Electric Auto-Lite Co.'s Chairman Royce G. Martin, 68, is only the second biggest employer (8,000 workers in six plants).†But he is the world's biggest independent maker of auto parts. His company not only turns out 400 different items, ranging from sparkplugs to windshield wipers and tail lamps, but it is growing fast. Last week Martin broke ground for a new $2,000,000 plant, which will increase his employment by 1,000 and his sales an estimated $10 million a year...
...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...
Knox describes "the enthusiastic movement" as a "clique, an élite of Christian men and (more importantly) women, who are trying to live a less worldly life than their neighbors; to be more attentive to the guidance ... of the Holy Spirit. More and more, by a kind of fatality, you see them draw apart from their coreligionists, a hive ready to swarm. There is provocation on both sides . . . Then, while you hold your breath and turn away your eyes in fear, the break comes; condemnation or secession, what difference does it make? A fresh name has been added...