THE LAST WORD

Oh beautiful beautiful I say it is why Mary this is positively the last word electric headlamps foot accelerator speedometer sliding gear transmission last word a well we suppose that Chevrolet was the last in 1913 and a lot of modern features to counterbalance crankshaft helical timing gears and a lot of other things that other cars didn't have but a lot of research was still going on under the hood and lots of on-the-spot engineering no luck huh well it isn't your battery you haven't any in fact you won't have the ignition system that goes with a storage battery until 1914 the electric self-starter will be along in 1950 about 1918 just five years from now we'll have enclosed auto bodies any kind of weather will be driving weather then well Mary what do you think about 1925 cirilla dad it's beautiful beautiful why Mary the Chevrolet is absolutely the last word well for 1925 it was of course there's no need or independent suspension no four-wheel brakes but balloon tires they'll be along any minute now the boys have been working on those for a long while no safety plate-glass yet either can't please them son give them a nice shiny black finish and right away they want something to match their dress well okay this year thanks to duco finishes she can have her choice of body colors but take it from the boys what you have now won't be a patch on what you'll be able to have in the years to come Beauty isn't the last word again now you've got her doing it you mean this there's something better after this what do you think tipped ematic clutch no draft ventilation or hypoid rear axle what next take the next right turn then you'll see will you sign the guest register please mr. and mrs. public well no wonder you people have an age to bet since 1913 and that explains your habit of using that expression the last word we all do it even though to the engineers of Chevrolet and General Motors to the researchers and designers there is no such thing as the last word in Chevrolet the nearest thing to the last word is more building quality transportation for the American public means constantly building into each yearly model more performance more comfort more safety more economy more durability more beauty in the experimental laboratories of Chevrolet engineers take the latest model from the assembly lines run it through grueling tests then strip it down study it for ways to improve it more than 15,000 parts in today's motorcar and each one is tested and probed so that tomorrow's motorcar may have greater safety in the body more comfortable seats and even smoother ride and greater performance with economy in Chevrolet backed by the largest engineering design and research facilities in the world a theory is a long way from a proven fact countless drawings are made discussed and discarded from the best from the ideas that show the most promise of improvement exact working models are made and then working parts for testing in a few days or weeks the experimental engineers heat more abuse on car and truck parts than a driver could inflict in a lifetime but passing the laboratory torture tests doesn't mean that a part is ready for production here are 1268 acres of the largest and finest proving and testing facilities in the world the General Motors proving ground before it goes into production every Chevrolet part of every Chevrolet car and truck every improvement every design change is tested prove and test test what the scientists the researchers the metallurgist the engineers the craftsmen have built and prove their results they say that this spring is the best alloy the best design the best engineered for best performance on any kind of road under any driving condition that's what the engineers say but what do the roads say what do the roughest toughest roads in the world have to say to men whose lives are devoted to catching a wrong answer how can Chevrolet's knee action be improved to stay ahead of all other designs to give smoother safer riding on hill and curved and rutti road what about control at high speeds how much muscle does it take to swing your new car around that sudden hairpin curve how long does it take to accelerate to 50 miles an hour how many miles to a gallon now here the torture tests go on from 60 miles an hour to a dead stop not once but many times in a single hour how long can the brakes take the punishment proving ground results are checked against comparison tests made by other Chevrolet engineers and test drivers in actual cross country runs thousands of miles on desert and plane over city streets and mountain highways and field test special developments are actually put into use for test purposes under the roughest of field conditions with the cooperation of users of large Chevrolet fleets improvement in the modern motorcar is a process of constant trial and test no idea is too new too startling for consideration yet no idea can pass for final approval until it has undergone every test known to the ingenuity of engineering science and of course it often takes many failures to lead to one success yet each failure and each success gives a hint of new paths to follow behind each new model Chevrolet for you mr. and mrs. public are a thousand paths of trial and experiment that have led to the final product with flowing curves for wider roomier body lines lower design for better weight distribution and greater safety new fabrics for luxurious comfort and all the artistry and color combinations the tones and tenths of rich and distinctive pigments your cars for tomorrow are brought closer and closer to their final form the search for constant improvement in the car of tomorrow goes on the greatest research organization in the world works far in the future to give your Chevrolet if tomorrow more of the things you want working with scientific tools and instruments unheard of a few years ago the research scientists and engineers are free to explore the whole fields of physical camera Electrical and Mechanical Sciences they are curious about all things metals fabrics fuels wearing qualities breaking points combustion efficiency in Chevrolet the search never ends the search for new designs for new and better methods of construction for new engineering features that will give you mr. and mrs. public more big car values at lower operating costs well turn what about the last weird motorcars now share is the last word is it catch to it next year's car will be the last word beyond this the car after that will be the last word tool even though it's right here today no search for the last word will never end