1928 BOAT WATERCRAFT ELTO QUAD OUTBOARD FISH RUNABOUT SPEEDSTER SPORT AD A-2482

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1928 BOAT WATERCRAFT ELTO QUAD OUTBOARD FISH RUNABOUT SPEEDSTER SPORT AD A-2482ITEM SIZE CAN BE FOUND BY USING RULERS ALONG EDGE IN PHOTOAt ADVERTISING SHOP we look for rare & unusual ADVERTISING, COVERS + PRINTS of commercial graphics from throughout the world. DATE OF THIS **** ORIGINAL **** ADVERTISEMENT / ADVERT / AD : 1928ADDITIONAL DESCRIPTION OF THIS ITEM : Outboard Marine Corporation sometimes referred to as Outboard Motor Company was formed in 1929 when ELTO was merged with Lockwood-Ash Motor Company. They began using the name OMC in 1956. Outboard Marine Corporation was the world’s largest manufacturer and supplier of outboard motors and second largest producer of powerboats. Based in Waukegan, Illinois the company had become famous for its brand-name Johnson and Evinrude outboard motors, as well as its Chris-Craft and Grumman powerboats. Other products under the brand names of Four Winns, Seaswirl, Trade Winds, Sunbird, Stratos, and Hydra-Sports include fiberglass runabouts, cruisers, performance boats, and craft for offshore fishing. Outboard Marine also marketed clothing for boating, and resort wear. Unfortunately, during the late 1980s and early 1990s, Outboard Marine had a difficult time keeping up with the competition, notably archrival Brunswick Corporation, currently the world’s largest manufacturer of powerboats. Motorized transport was just becoming an everyday part of life in 1907, when Ole Evinrude first mass-produced a practical outboard engine for boats. Evinrude placed an advertisement in a motor magazine to introduce his motor, drawing so many inquiries from U.S. and overseas readers that he decided to try large-scale production. Needing financial help with this undertaking, he found a backer and established the Evinrude Motor Company in 1910. The business was an instant success—its market included not only recreational boaters but also the Scandinavian fishing fleets operating in the North Sea. Friction between the partners forced Evinrude to sell his share to his backer in 1914 and depart, after signing a guarantee restricting him from the outboard motor industry for five years. The company continued without him, becoming a subsidiary of the gasoline-engine manufacturer Briggs & Stratton Corporation in 1926. By 1921, Evinrude was back in business, in a venture he called the ELTO Outboard Motor Company. His new offering was the Evinrude Light Twin Outboard, a motor partly made of aluminum, reducing its weight by a third. Popular with the fishing fleets, this revolutionary engine outstripped sales of Evinrude’s original outboard motor within three years. It also attracted the attention of a competitor, Johnson Motor Company, which brought out its rival lightweight engine in 1922. Johnson gained market share, snatching the lead four years later with an updated model weighing a trim 100 pounds, costing a thrifty $190, and able to drive a boat at a zippy 16 miles per hour. Neither the Evinrude Company nor ELTO could match this. Now far ahead, Johnson produced a net profit of $433,000 in 1927, far outpacing Evinrude’s $25,000 and ELTO’s $30,000. A new engine in 1928 restored the ELTO Company, whose annual net profit rose to $300,000. Ole Evinrude merged ELTO with Stephen Briggs the following year when he and Harold Stratton disagreed over diversifying Briggs & Stratton into the outboard engine market. Mr. Briggs became chairman of the brand-new Outboard Motors Corporation with Mr. Evinrude as the President. Outboard scarcely had time to find its feet before the stock market crash of 1929 tested its staying power. Already responsible for $500,000 in bank loans as a result of the merger, the company had to increase its debt to $600,000 between 1930 and 1932, when operating deficits totaled $550,000. To keep the business afloat, the entire inventory was sold at bargain prices, and Evinrude sacrificed his salary until his death in 1934. Johnson’s fate was worse. A too-costly advertising campaign, as well as an ill-timed offering of matched motors and hulls, drained all cash reserves by 1930, when control of the company passed to its bankers. Next came an attempt to lessen its reliance on seasonal sales by entry into the refrigerator-compressor market. This last-ditch effort did not revive the business, and shortly thereafter Johnson was for sale. In 1935, the Outboard Motors Corporation bought the Johnson Motor Company. Its $800,000 price tag brought Outboard a well-known line of outboards and plant and equipment worth $1.5 million. It also brought Outboard established overseas markets in China, Burma, Iran, and Albania, to broaden Evinrude’s array of dealers in Europe, Australia, and New Zealand. Another plus was Johnson’s niche in the refrigeration market; Outboard established the Gale Products Division at Galesburg, Illinois, to manufacture this new line. Expansion brought changes. No longer devoted to purely marine interests, the company changed its name in 1936, to the Outboard Marine & Manufacturing Company. Stephen F. Briggs resigned his Outboard chairmanship temporarily—he had held this position since 1929 to take the Johnson helm. He instituted a rigorous cost-cutting regime, and by 1937 the Johnson division’s gross sales were $4.3 million, as compared with Evinrude-ELTO’s $2.5 million. By now, Outboard Motors accounted for about 60 percent of U.S. outboard motor production. There were three engine lines, suiting most needs: the ELTO line for the buyer seeking thrift; Evinrude, the prestige line; and Johnson, offering special features. Though there was cooperation, operations were largely independent. This left each division to award contracts to outside bidders as well as those sharing a place under the Outboard umbrella. Even export sales operations were handled differently; although they were all routed through the Waukegan headquarters, Johnson tended to sell directly to its dealers, while most Evinrude sales were passed through distributors and then to the dealers. In addition to the engines, selling mostly in seasonal markets, there were other items broadening the product lines. The Lawn-Boy lawnmower had been an Evinrude staple since 1932, along with pumps for drainage, firefighting, and lawn spraying. Offerings from Johnson included small generators, a gasoline engine for washing machines, and refrigerators. In combination with the motors, all these produced net sales of $6.8 million by 1937, generating profits of $945,000. In the early 1940s, Outboard’s facilities were all converted to the production of war materials. Bomb fuses, aircraft engines, and firefighting apparatus flowed from the Outboard factories, along with landing-boat motors for the Navy. Evinrude four-cylinder engines carried troops across the Rhine. Net sales for 1945 reached $1.8 million, topping $2.5 million the following year. The personnel who steered the company through the hectic war years were Outboard old timers. In addition to Briggs, there was Joseph G. Rayniak, director of manufacturing research, whose career dated back to the Johnson brothers’ 2 horsepower Light Twin, unveiled in 1922. There was Finn T. Irgens, holder of 92 patents, who had risen to be director of engineering from a start with Ole Evinrude, in 1929. There was Ralph Evinrude, who had succeeded to the company presidency after his father’s death in 1934. ILLUSTRATOR/ARTIST: GREAT DECOR / ART FOR: HOME OFFICE BUSINESS SHOP STORE CASINO LOFT STUDIO GARAGE BEDROOM COLLECTION MOST ITEMS ARE VERY GOOD AND BETTER… THE ACTUAL CONDITION CAN BE SEE BY HOVERING OVER THE PHOTO FOR A CLOSEUP.WE SELL ONLY …. ORIGINAL …. ITEMS : 100% GUARANTEED … WE STAND BEHIND OUR PRODUCTS AUTHENTICITY … FOREVER !ITEMS ARE SHIPPED WITHIN A PLASTIC BAG AND A MAILING TUBE.**For multiple purchases please wait for our combined invoice. Shipping discount are ONLY available with this method. Thank You. We ship via United States Postal Service. We have a 3 day handling time not including weekends or holidays. A Note to our international buyers (Including Canada). Please read before placing a bid or buying an item: **Import taxes, duties and charges are not included in the item price or shipping charges. These charges are the buyer’s responsibility. Please check with your country’s customs office to determine what these additional costs will be prior to bidding/buying on items. We ask that payments be made within 3 days or notify us via email otherwise. We send out a reminder payment email once and then proceed with unpaid item report on the 7 th day. ****** WE PRIDE OURSELVES ON ACCURATE DESCRIPTION….. GREAT SERVICE ….. AND FAST…SAFE…SHIPPING ******* YOUR AD WILL BE SHIPPED ROLLED IN A PROTECTIVE PLASTIC BAG IN AN 80mm (TWICE USPS RECOMMENDED) THICK, 2 INCHES IN DIAMETER (SO AS NOT TO STRESS THE PAPER) SHIPPING TUBE WITH PRESS TIGHT PLASTIC END CAPS. A-2482 Powered by SixBit’s eCommerce Solution

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