"Evinrude" became the premium brand, while "Elto" was positioned as the company's economy line. Initially, each of the three companies marketed a complete line of motors, but as the Great Depression eroded sales, a new strategy was called for. Eager to regain his namesake company, Evinrude agreed to the deal and became president of the new Outboard Motors Corporation (OMC), headquartered in Milwaukee. floundered, and in 1929, Stephen Foster Briggs, co-founder of its new owner, Briggs & Stratton Corporation proposed a merger between the Evinrude Motor Co., the Elto Outboard Motor Co., and the Lockwood Motor Co. Though still outsold by Johnson, Elto was the industry's most profitable company that year.
In 1928 the ELTO company introduced America's first four cylinder two-cycle outboard motor, the Super Elto Quad, which was capable of speeds over 35 mph. ELTO was Bess's effort to create a distinctive, one-word brand name like "Kodak." It derived from the first letters of "Evinrude Light Twin Outboard."īy 1925, Elto's sales topped those of previous industry leader Evinrude Motor Co. Instead, they called their new Milwaukee venture the Elto Outboard Motor Co. His new twin cylinder design weighed one third less than the Evinrude Motor Co.'s best selling (single cylinder) model and produced 50% more power.įive years later, in 1920 Ole and his wife Bess decided to re-enter the outboard business with their new design, but still could not use the "Evinrude" name. Ole Evinrude continued designing motors during this time and developed a new engine that made extensive use of lightweight aluminum. Ole sold his half of the original Evinrude Motor Company to his partner Chris Meyer in 1913 with the condition that Evinrude stay out of the outboard motor business for five years. Elto outboard engines were produced in the U.S. The Elto Outboard Motor Company (Elto) was the second major outboard motor business founded by Ole Evinrude.
Unsourced material may be challenged and removed. Please help improve this article by adding citations to reliable sources.
0 kommentar(er)
