New Car

On July 8, 1896. Norman de Vaux arrived in San Francisco, vaulted off his Meteor bicycle, proclaimed that he had made a 3,786-mi. trip from Manhattan in 37 days, 14 hr., 15 min. Never since, say loyal friends, has that record been broken.

After his momentous trip in 1896, Mr. de Vaux has done much traveling, all with a purpose. From bicycles he turned to automobiles. He worked for General Motors, built the Pacific Coast Chevrolet plant at Oakland. Later he became associated with another ex-GM man, William Crapo Durant, built the Durant plant in Oakland, Calif., a showplace of Western industry. Since 1929 he has headed Durant Motor Co. of California which assembles and sells Durants under a participation contract with Durant Motors, Inc. In selling. Mr. de Vaux has attained a great reputation, reaps fat commissions. He lives in Piedmont (across the Bay from San Francisco ) on an estate previously belonging to R. C. Durant, son of William Crapo. When not working, he is apt to be seen swishing around in fast speedboats, second in his heart only to automobiles.

Last week Norman de Vaux, whose travels have run up almost 150,000 mi. this year, was in Grand Rapids, Mich, completing perhaps his most epochal trip. Lately there have been rumors that he and Motormaker Durant have been getting along none too well. These they both denied last week. Nevertheless, Mr. de Vaux announced that he has bought Durant Motor Co. of California, will refinance it as de Vaux-Hall Motor Corp.. will manufacture a new six-cylinder car, the de Vaux. A big dealer organization in the West will be at his command, and the de Vaux will probably be sold in this territory at first.* although last week Mr. de Vaux also announced he has leased building space in Grand Rapids, Mich. The Hall of de Vaux-Hall is Col. Elbert J. Hall, automobile and airplane engineer. Motors for the de Vaux will be supplied by Continental.* Advertising during 1931 is expected to total $1,000,000. New cars by big manufacturers are common. New cars by independents are increasingly rare. Last week motormakers praised Mr. de Vaux's enterprise, pointed out the field is crowded, he will have to pedal fast and furiously to get ahead. But he has many loyal supporters in the West; he can appeal to the desire to support "home industry." Undismayed was William Crapo Durant who immediately proclaimed Durant Motors will supply the Pacific Coast, bringing more business to Lansing, Mich., which still awaits the increased business Mr. Durant promised when the Mathis contract was secured by Durant Motors (TIME, Sept. 1).

*A strictly Western car is the Kleiber, made by Kleiber Motor Co., San Francisco. But the greater part of Kleiber output is trucks. Fageol Motors Co. of Oakland specializes in trucks. *Other cars supplied by Continental Motors, biggest U. S. manufacturer of gasoline engines, include Peerless, Durant, Jordan.

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