Day-Elder Motors Corporation (1918-1937, also known as D.E.) was a manufacturer of trucks in
Irvington, New Jersey
Irvington is a Township (New Jersey), township in Essex County, New Jersey, Essex County, in the U.S. state of New Jersey. As of the 2020 United States census, the township's population was 61,176, an increase of 7,250 (+13.4%) from the 2010 Uni ...
. 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 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,[
Day-Elder used four-cylinder engines from ]Buda Engine Co.
Buda Engine was founded in 1881 by George Chalender in Buda, Illinois, to make equipment for railways. Later based in Harvey, Illinois, Buda from 1910 manufactured engines for industrial, truck, and marine applications. Early Buda engines were g ...
or Continental
Continental may refer to:
Places
* Continental, Arizona, a small community in Pima County, Arizona, US
* Continental, Ohio, a small town in Putnam County, US
Arts and entertainment
* ''Continental'' (album), an album by Saint Etienne
* Continen ...
. Transmissions came from Muncie 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
Tri-state area is an informal term in the United States which can refer to any of multiple areas that lie across three states. When referring to populated areas, the term implies a shared economy or culture among the area's residents, typically c ...
.[
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.]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 Gr ...
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
The Great Depression was a severe global economic downturn from 1929 to 1939. The period was characterized by high rates of unemployment and poverty, drastic reductions in industrial production and international trade, and widespread bank and ...
.
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