It was a sweltering August day when
the Cohen brothers
entered the posh Dearborn, Michigan,
offices of
Henry Ford, the car maker.
"Mr. Ford," announced Norman Cohen,
the eldest of the three brothers.
"We have a remarkable invention that will
revolutionize the automobile industry."
Ford looked skeptical, but their threat
to offer it to
the competition kept his interest piqued.
"We would like to demonstrate it to you in person."
After a little cajoling, they brought Mr.
Ford outside
and asked him to enter a black automobile
parked in front of the building.
Hyman Cohen, the middle brother,
opened the door of the car.
"Please step inside, Mr. Ford."
"What!" shouted the tycoon,
"Are you crazy? It must be two hundred
degrees in that car!"
"It is," smiled the youngest brother, Max,
"but sit down Mr. Ford, and push the white
button."
Intrigued, Ford pushed the button.
All of a sudden a whoosh of freezing air
started blowing
from vents all around the car,
and within seconds the automobile
was not only comfortable, it was quite
cool.
"This is amazing!" exclaimed Ford
. "How much do you want for the patent?"
Norman spoke up, "The price is one million
dollars."
Then he paused. And there is something
else.
The name 'Cohen Brothers Air-conditioning'
must be
stamped right next to the Ford logo!"
"Money is no problem," retorted Ford who
was a reputed anti-Semite,
"but no way will I have a Jewish name
next to my logo on my cars!'
They haggled back and forth for a while
and finally they settled for five million
dollars,
but the Cohen's name would be left off.
However, the first names of the Cohen
brothers
would be forever emblazoned upon the
console of every Ford air conditioning
system.
And that is why, dear friends, even today,
whenever you enter a Ford vehicle,
you will see those three names clearly
printed
on the air conditioning control panel:
NORM, HI and MAX
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