Dey Electric Vehicle Syndicate
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 Harry E. Dey (at the wheel), Charles P. Steinmetz, and Dr. Steinmetz’s adopted son enjoy a ride in the electric cars
Ford and Edison were not the only celebrities who ventured the design of an inexpensive electric car. Charles Proteus Steinmetz of General Electric was at least as renowned.
In 1915, he founded the Dey Electric Vehicle Syndicate (in 1916, changed to Dey Electric Corporation), in cooperation with Harry E. Dey, an electical engineer from New York City. The smart design made use of one single electric motor, of which both the armature and the field (each connected to a driven wheel) could rotate, so that a differential was not necessary. In a full-page article in the New York Times, Steinmetz declared that his concept ’’would dethrone the gasoline car.’’ The Dey  Electric Roadster appeared on the market in 1917. It weighed only 636 kg. and cost $985.
                                                                              Charles Proteus Steinmetz (1865 – 1923)
interview with Max E. Schmidt, president of the Dey Electric Corporation:
"The design of our power plant is' entirely dif- ferent from the designs now on the market. The cus- tomary shaft drive has been abandoned; the old style heavy motor has been discontinued as well as the heavy  mechanical differential with its multitudinous gears. When you see the Dey electric power plant you will notice at once that it is all in the rear axle. "The differential effect is obtained by the use of a double rotor motor. The armature and field both re- volve, but in opposite directions, thus producing an electrical differential in a most simple manner. The rear wheels are driven by the Dey motor through a set of rotating gears and the entire rear axle, that is, the power plant, weighs only about two hundred pounds. That is one of the reasons why the Dey electric run- about is the lightest of any electric car on the market, weighing only about fourteen hundred pounds, or two hundred pounds less than a Ford. Of course, other electrics, since the abandonment of the chain drive, have used the shaft drive and mechanical differential, but they employed the regular type of motor. "
How about the storage battery?
"You will see at the Exhibition that our battery is smaller, weighs in fact only four hundred and fifty pounds, but the radius of travel remains the same, and naturally so. We take off a thousand or fifteen hun- dred pounds from the weight of the present type car and decrease the battery correspondingly. The less weight to propel, less power is required. Our chassis complete with battery weighs but slightly over eleven hundred pounds and yet is of an absolutely durable and reliable design. As Dr. Steinmetz said in a recent article : 'No strong and rigid frame work is required. A flexible and light structure can be used.' The springs are quarter elliptics similar to those in the Saxon touring car."
How about manufacturing and selling your car? The question in which the public  and all central stations are particularly interested, at  what price will you sell your cars?
"You may state definitely, that our price for the Dey electric runabout, 1917 model, will be less than $1,000. As a matter of fact, in The New Dey in Runabout Form this high-price market, the light, simple construction, comparatively speaking, favors the Dey electric. As regards the number of cars to be. Manufactured in 1917 we propose to follow the example of other manufacturers of new cars and shall probably not engage to deliver more than about two hundred cars during the first half of 1917. We are perfectly aware of the fact that the public will first have to be con- vinced that we have what they want. With two hun- dred of our electrics distributed all over the United States, we shall soon know whether our judgment was  correct when claiming that the Dey electric would prove to be the light, low priced and highly efficient runabout for the advent of which the public in -general and thousands of central stations have been waiting for for years."
Electric Vehicles, Vol. X, No. 1.