March 2006 - Gas Pump Showcase #30

THE GAS PUMP SHOWCASE #30

The Wayne Model #60 – Part II



Welcome back to the Gas Pump Showcase. This month we will continue our look at the famous Wayne Model #60 computing pump and in this article, I will concentrate on the “wide” body version of the Wayne Model #60 pump that was introduced in 1936.

The “wide” body version replaced the earlier “narrow” body version that was produced by the Wayne Company in 1935. The “wide” body version was manufactured by the Wayne Pump Company between 1936 and 1939, and both the “narrow” and “wide” versions share many of the same external parts and characteristics. The main difference between the two models lies in the width of their vertical corner support legs and their top shoulder castings. Specifically, the “narrow” body version used a corner leg and shoulder that was approximately ¾” wide and the “wide” body version used a corner leg and shoulder that measured approximately 2” wide. External component parts such as windows, ad glass, trim castings, sight glasses, nameplates, nozzle fork levers, doors, and side panels were almost identical on both models.

With the great success of the Wayne Model #60, the Wayne Pump Company greatly expanded its production between 1936 and 1937. Different model variations were soon introduced that included single showcase versions (Wayne #60-S), double showcase versions (Wayne #55, #56, #65-S, #66, etc.), clockface versions (Wayne #866), and special versions that were custom made for particular oil companies such as Tidewater (Associated) and Atlantic. Examples of all of these models can be seen in the Gasoline Pump Photo Gallery at the end of the article.

By 1936, with a growing trend toward service station modernization, the Wayne Pump Company had positioned itself as the leader in the gasoline pump industry and they soon controlled a larger market share than at any time in their history. Some trade publications and industry historians estimated that this market share approached 50% by 1937. There is no doubt that the outstanding Wayne Model #60 pump design carried the Wayne Pump Company through the aftermath of the great depression and allowed them to prosper in a highly competitive and changing marketplace. It might be interesting to point out here that Wayne went through an interesting series of company name changes between 1926 and 1936. In 1926 Wayne was known as the Wayne Tank & Pump Company, in 1928 they became known as the Wayne Company, and by 1936 had changed their name to the Wayne Pump Company.

The following quotes from several Wayne Factory Advertisements should serve to shed some light on the outstanding features of the Wayne Model #60 series of modern, beautiful gasoline pumps:

“WAYNE Computing Pumps attract customers, sell more gasoline, sell
accessories, stop losses, and increase profits!”

“Wayne Computing Pumps are carefully designed to sell gasoline and
attract new customers. You will always find the latest and best sales
ideas in Wayne Equipment – yet they are also built for lifetime service.
Compare them mechanically, unit for unit, with any other pump and
You’ll agree – There’s At Least $50 Greater Value In A Wayne.”

“Through the brain of this mechanical monster (The Wayne Model #60)
the Wayne Pump Company regulates an industry.”

“In the marketing of petroleum products today it is conceded that the eye-
appeal of the dispensing pump is a paramount importance. The island is
the sign of service and the pumps tell what kind of service to expect.
Perhaps the question in your mind is – which pumps to buy? Recently
we wrote a number of Wayne owners asking them why they chose Wayne
Model #60 Computing Pumps. By far the greater number mentioned
“Beauty” first of all. People have varying ideas of beauty – but sales
success is a good test. More than 35,000 Wayne Model #60 pumps have
been selected by service station men since this beautiful and unique design
was introduced less than two years ago. The majority of those who bought
pumps in the latter part of 1935 and throughout 1936 agreed Wayne
Model #60 was “The world’s most beautiful gasoline pump and the best
buy” – and bought. This is the answer. For greatest attractive power,
modernize your islands with Wayne Model #60.”

“These new Wayne’s will do more to attract business than even our
modern, new building – for after all, motorist look for the pumps when
they want to buy gas. When you’re in a business that depends upon
attracting the public like this one does, you can’t afford to hang on to
obsolete equipment with any ideas of saving money. You’re just
kidding yourself. You’re just driving your business away to some
competitor.”

“Wayne Company (Ft. Wayne, IN) is introducing two unusual computing
pumps with which are combined full size show windows or display cases
for better merchandising at the island. The demand for units with larger
show windows was created by the Wayne Model #50 Displaymeter
introduced two years ago, it is said. Model #55 and #56 offer twice the
display space available in the older model. Lighter at night, they are an
attraction to customers. Danger of pilfering is minimized by locking.
Mechanically these units are the same as the Model #60, all the
mechanism being housed in the base.”

Engineers prefer Wayne Pumps for their sound engineering and superb
construction. Oil company executives like them because of low
maintenance cost. You will like them because they attract trade,
stop losses and pay for themselves quickly. They are accurate,
mechanically dependable through the years, easy to repaint.
There’s a Wayne Salesman near you. Ask him to call.”

“A recent survey proves that display is a sales force more than
six times as effective as “price” in “impulse buying.” With the
Model #56 Double Displaymeter shown above you not only
have profit-making computing pumps, which increase your sales
of gasoline and stop shortages and over measurement, but big,
roomy show windows in which you can display tires, batteries,
heaters, radios and a complete stock of smaller accessories as
well. It makes your island a blazing front of light and your station
becomes an attractive place to shop at night when other stores are
closed.”

For many reasons the Wayne Model #60 is my favorite antique gasoline pump and also the favorite of many others. In today’s gasoline pump collector markets the demand for unrestored (and restored) Wayne Model #60 pumps far exceeds its supply. For this reason the value of single unrestored versions currently ranges in price between $500 and $1,500 depending on condition. As for the clockface, showcase, and double versions, values for the unrestored versions can range between $1,000 and $10,000 depending on the exact model and condition. Most of these pumps are fairly straight- forward when it comes to their restoration. These pumps were well built and fairly easy to disassemble, restore, and re-assemble. Many Wayne Model #60 pumps that are restored today are being converted to clockface and/or showcase pumps due to the availability of the necessary reproduction parts. (Please refer to the preceding “Let’s Talk Pumps” article for more information on this subject).

Please remember that all Wayne Model #60 pumps (both narrow and wide) can be outfitted with globe holding rings and globes even if they did not have this capability from the factory. Feel free to call me to discuss specific problems in this area as there are some general guidelines, but no hard rules on which type of globe holding ring should be mounted on which type of Wayne Model #60 pump.

This concludes Part II in our review of the Wayne Model #60 (wide body), electric computing gasoline pump and its related variations. Next month’s Gas Pump Showcase article will switch gears and the topic will be the Tokheim Model #36 series of electric computing pumps. I thought this would be appropriate since the Tokheim Model #36 pump was the direct, primary competitor or counterpart of the Wayne Model #60 pump. Both models enjoyed great success during the mid-1930s and both models are in great demand by collectors today. Fortunately most restoration parts are available for these popular Tokheim and Wayne models and you can even purchase a perfect, complete reproduction version of each model if you like. Keep those cards, letters and photos coming and thanks for reading PCM.

Cgi software based on