Day-Elder Motors Corporation (1918-1937, also known as D.E.) was a manufacturer of trucks in
Irvington, New Jersey
Irvington is a township in Essex County, New Jersey, United States. Per the 2020 census, the population was 61,176.
The township had the ninth-highest property tax rate in New Jersey, with an equalized rate of 4.890% in 2020, compared to 2.82 ...
. Production began in 1918.
The company originated from the earlier National Motors Manufacturing Company, also of Irvington.
The vehicles used proprietary engines, transmissions, and rear axles. The brand used a
worm-gear final drive, leading to a smooth drive - this was considered enough of a selling argument that a worm gear was adopted as the brand's logo and heavily used in the brand's advertising.
Day-Elder also had a steady market in fire trucks, and chassis were sold to be used as taxicabs in New York City. Some sources state that the brand was applied to trucks at least as early as 1916,
[ although this seems unlikely as the company was only incorporated on December 26, 1916.]
History
When introduced, Day-Elder offered four models, of one, two, three, or six tonnes capacity. Their New York debut was at the Armory
Armory or armoury may mean:
* An arsenal, a military or civilian location for the storage of arms and ammunition
Places
*National Guard Armory, in the United States and Canada, a training place for National Guard or other part-time or regular mili ...
in February 1919. By 1920 the range was up to six "standardized" models, still within the same weight range. The company's president was a Charles P. Day, who founded the company together with a F. G. Elder and a Theo. McMarsh.[
Day-Elder used four-cylinder engines from Buda Engine Co. or ]Continental
Continental may refer to:
Places
* Continent, the major landmasses of Earth
* Continental, Arizona, a small community in Pima County, Arizona, US
* Continental, Ohio, a small town in Putnam County, US
Arts and entertainment
* ''Continental'' ( ...
. Transmissions came from Muncie
Muncie ( ) is an incorporated city and the seat of Delaware County, Indiana. Previously known as Buckongahelas Town, named after the legendary Delaware Chief.http://www.delawarecountyhistory.org/history/docs/lenape-villages.pdf It is located in ...
or Brown-Lipe, while rear axles were from Timken, Sheldon, or Columbia.[ Fairly successful for a manufacturer which depended on outside suppliers for major parts, they began to reach nationwide distribution in the twenties and were also sold in Canada. Most of their early expansion was east of the Mississippi river,][ but as early as 1920 their farm trucks were being advertised on the West Coast.][ The brand's market then began to shrink and they were once again confined mostly to the local tri-state area.][
D.E. introduced a six-cylinder range (dubbed the "Super Service Sixes") in July 1930. This range, comprising eleven models, had fully enclosed "all-weather" cabins and chrome exterior fittings.] In order to better compete with other manufacturers who were strong in D.E.'s home area, they then added heavier trucks of up to 8 tonnes in 1930, and engines from Hercules
Hercules (, ) is the Roman equivalent of the Greek divine hero Heracles, son of Jupiter and the mortal Alcmena. In classical mythology, Hercules is famous for his strength and for his numerous far-ranging adventures.
The Romans adapted the ...
and others were also made available.[ Mroz]
p. 83
/ref> None of this sufficed however, and Day-Elder ended up shutting its doors in 1937, as they could not weather the Great Depression.
References
{{DEFAULTSORT:Day-Elder
Vintage vehicles
Veteran vehicles
1900s cars
Manufacturing companies based in New Jersey
Defunct motor vehicle manufacturers of the United States
Defunct companies based in New Jersey
Vehicle manufacturing companies established in 1918
Vehicle manufacturing companies disestablished in 1937
Irvington, New Jersey
1918 establishments in New Jersey
1937 disestablishments in New Jersey