 The brand used a worm-gear final drive, leading to a smooth drive - this was considered enough of a selling argument that a worm gear was adopted as the brand's logo and heavily used in the brand's advertising.Day-Elder also had a steady market in fire trucks, and chassis were sold to be used as taxicabs in New York City.Some sources state that the brand was applied to trucks at least as early as 1916, although this seems unlikely as the company was only incorporated on December 26, 1916.