MotorTrend April 1954

Heralded as the “battery with 753 lives,” a new American battery has defied the determined efforts of automotive editors and researchers to make it give up. Run down, charged, run down and charged from 604 to 1142 times in S.A.E. tests, it keeps coming back for more. Called the Life-time battery, it is breaking sales records from Alaska to Venezuela. The Life-time has proved a bonanza for the more than 10,000 U.S. and foreign dealers and distributors appointed during the last year. Besides car and truck batteries, which sell for $29.95 in six-volt, $34.95 in 12-volt sizes, sales of marine and industrial batteries are booming also. Inventor Frank Williams, who developed the Life-time battery 11 years ago, still uses one of the original batteries in his car, predicts several years…

AN UNUSUAL OPPORTUNITY exists right now for established businessmen. Every day, letters and wires asking for the name of the nearest Life-time battery dealer come in as a result of full-page advertising in Look, True, Esquire and about 30 other magazines, besides sponsorship of the Pan American Road Race over the CBS international network, plus television and newspapers. Naturally, we refer these sales to our dealers (you’ll notice there’s no coupon in this ad for mail orders; we don’t compete with our own dealers). Frankly, however, our present dealer organization isn’t big enough to handle all the business; therefore franchises are still available in some areas. Bonded Guarantee Protects Public, Dealers We guarantee the Life-time battery for six years. This guarantee is backed not only by the substantial resources of…

The flashing new AUSTIN-HEALEY in the picture has been called the greatest sports car buy of all time. In every way it represents remarkable value for your money. At Bonneville Flats, Utah, a slightly modified AUSTIN-HEALEY “100” broke all American stock car records in Class D at distances from 5 to 3,000 miles! In speed tests over the flying mile, this new sports car went 142.636 miles per hour! (All records certified by the AAA.) The new AUSTIN-HEALEY 100 is the world’s fastest production car under 3,000 cc., yet it costs only $2985*. The styling is superb, as you can see, and the car gives you up to 25 miles per gallon. In addition, the price includes all Federal taxes and about every custom extra you can think of. Heater.…

AFTER READING an article on the reasons for driving fatigue in a recent issue (Dec. 30, ’53) of our contemporary, The Motor (London, Eng.), we were reminded of something that’s bothered us for a long while. We wonder if driving a car hasn’t, or isn’t, becoming too easy. With power steering, power brakes, automatic transmission, and an extremely comfortable ride brought about by soft suspension and plush seats, a driver can actually become too relaxed behind the wheel. And at the speeds cars thread their way through today’s ever-increasing traffic, there’s no time for relaxation. Yet, you see many drivers who sit behind the wheel as if they’re in an easy chair at home, oblivious to practically everything that goes on about them—on the road. One driver may be slouched…

Welcome to Mail-Mart! Here you’ll find an outstanding selection of speed, power, and custom equipment—the newest. most interesting automotive specialties (plus some of the old favorites) from the stockrooms of the World’s Largest Distributor of high performance auto parts. Naturally, only a few items can be shown here each month, so whatever other special equipment you may need any item—for any car—if you don’t see it here, simply send a description to the address below. Enclose 20% deposit. Your order will be shipped C.O.D. immediately. The best asset any business can have is a satisfied customer. Therefore, the products shown in Mail-Mart have been especially selected as fine examples of all the thousands of items carried in our three modern warehouses. Every item has been tested and approved as an…

A plea for mercy from Dave McNally, Packard’s Parts Manager: Remember when we mentioned (Feb. ’53) the treasure trove of antique and classic parts Packard had available for enthusiasts? Since then, Dave has been snowed under by hundreds of letters. His batting average in fulfilling requests has been running about 40 per cent, which is really very good. And this doesn’t take into consideration the many instances where the part wasn’t available but he suggested a suitable improvisation. Scarcest (and most often requested) items are bits of hardware and interior trim. All Dave asks is that you be patient if a reply to your letter seems unduly delayed. He and his small staff are doing their best, and their problem is further complicated by a $47 million expansion move. They…