El Paso herald. (El Paso, Tex.) 1901-1931, 1914-05-16
MAXWELL CAR
BIC SUCCESS
Of PAST YEAR
Maxwell Co., Detroit Puts
Out the Worlds Biggest
Auto Advertisement.

In today's edition appears the largest
automobile advertisement ever run IN a
newspaper. This advertisement OF the
Maxwell is known in newspaper par
lance as double truck" and IS seldom
, used except by the biggest motor car
manufacturers. Some idea OF the ire
mendOus cost Of the Maxwell aoFerlis-
ing campaign can be gained Wheh IL is
knOWn Jhdt 1000 newspapers or a lolal
OF 1000 full pages Of newspaper space
are being used at one time
The success OF the Maxwell 20 800
IN the past year has been one OF me
1 leading topics Of conversation IN the
! automobile world in the past Few
months It is stated that no other mo-
tor car concern has ever before bu'lI
/ and shipped 10000 cars in the first year
of its existence AS Will be remem-
! bered the present Maxwell Company
! took over the assets OF the old United
States Motor Company over a year ago.
Cars were first turned out in small
quantities in July 1913, and the produc-
| ton has jumped ahead until Maxwell
factories are now shipping 200 cars per
day.
A Trained Organization
Probably the best reason for the phenom-
email success OF the Maxwell product beyond
the wonderful value offered in the $3.50 car.
/ IS the organization and factories Of the con-
! Germ. Five big factories in the cities Of De-
troit Dayton and Newcastle. form the chain
Of manufacturing units where every part or
| the Maxwell ''25' is built The combined
| to 2.5S4,64S square feet and the lald cccu-
pied by buildings is PALS acres The total
! number OF men employed when the factories
are running full tilt is 1900
To appreciate the huge scale on which
Maxwell cars are manufactured Il is neces-
sary 10 personally visit one OF the factories.
where the cars are being turned out Solid
trainload shipments Of motor cars-some OF
them 30 and 40 freight cars in length-to
a single dealer are common sights at the
Detroit plant OF the Maxwell Company. To
Accommodate this heavy shipping. an i'm
mense loading platform runs the full length
Of the factory building and cars are shipped
at all hours of the day Freight car space
is economical by the 'double-decking
operations" BY removing the wheels from
the automobiles. and building sub-platforns
IN the cars. it is possible to ship six automo-
car.
Rigid Inspection.
One Of the greatest surprises 10 the aver
age layman who Is visiting a big automobile
factory for the first time is the amount OF
care used in the construction Of cars To
the average mau quantity and quality 90
not seem 10 belong together Yet when he
visits the big Detroit plant OF the Maxwell
Motor Company he finds one OF the biggest
departments turned over entirely 20 the
Chief Metallurgist and HIS staff Here every
particle OF material that goes iHto the make
up Of the Maxwell '-25' is carefully tested
ont before being anDrov-ed for -,rodr1rfion
purposes. Special tests are provided for both
the raw material and the finished products
such as axles and springs Finished parts
are allowed to pass only after the most rigid
inspection
With these unsurpassed facilities it IS not
surprising that the Maxwell Motor Company
has jumped from sixteenth place in the
automobile industry in 1913 20 fifth place
In 1914. II is confidently predicted by men
in close touch with industrial conditions that
the Maxwell Company viii lie in second posi-
ton when the 1915 campaign IS under way
and that a production Of $1,000 cars is
planned