This is a Schwinn advertisement from 1970. It expresses the one thing that Schwinn had over other American brands - consistent (quality) assembly from the time of purchase. Schwinns shared numerous standard parts with other American bicycle companies of the day. Parts like Sturmey and Bendix hubs, Persons seats, Goodyear tires, etc etc. Schwinn had its 1930's quality frames of course - durable - but hardly up to date compared to companies like Raleigh. The main factor that Schwinn had over the other companies (who used the same components) was good initial assembly.
Schwinn knew this factor was a sales point, and this ad points it out. They also knew that quality assembly would keep a bike together far longer than one that didn't, and this made many people think that Schwinn had much better parts than other brands did. Not knowing or understanding that many parts were also used by other companies. Schwinn points out clearly that putting together a bicycle is not child's play. Modern bikes with gears, derailleurs, caliper brakes and other accessories needed skilled assembly. This ad shows a father in front of the Christmas tree (with a monkey wrench) trying to figure out how to put a new bike together - probably for the first time - Not a good omen for the future of the bike. This situation was actually a common one in America, far too common to be good.
Great initial assembly made Schwinn bikes appear better than the sum of their parts. If Schwinn had sold their bikes out of department stores with marginal assembly, or, if they sold them unassembled in a carton, their longevity would also have been greatly compromised. It is also true that if a non-Schwinn was sold well assembled out of a good bike store, and was well maintained afterwards, its life span would have been as good as any other bike. I know of no recalls due to frame failures from this time. All the bike companies frames got the job done for their intended purpose (even Stelbers lol). the fact that excellent bikes of all brands are still being bought and sold ( even 40+ years later) attests to this. Poor initial assembly, lack of maintenance, and abuse would seal the fate of any bike - Schwinn's as well as Murray's or Colombia's.
Schwinn sold a good bike, well assembled with great American made parts. It helped with the companies reputation
