Contact Us


Phone

800.423.8961


Fax

626.768.2162


Email

sales@autopricebooks.com


Mail

Price Books and Forms, Inc.

531 E. Sierra Madre Ave.

Glendora, CA 91741

About Us


Price Books and Forms, Inc. was founded as Dealers' Aid Company (DACO) in 1930 by Orville L. Willard. As a Ford Motor Company representative, Mr. Willard saw a need for the automotive pricing information received by the local dealerships to be in a more appropriate form for the dealers' use and in quantities for their sales forces. Also, a need was seen for various forms for use by the dealerships. During the Depression, the company struggled during its first years, handling only local dealerships' needs. With the post-War boom, it grew into a company servicing the needs of automotive dealerships nationwide.


During the '50's and '60's the company's most prominent product, the price book, was developed. In the late '50's, Mr. Willard became ill and retired leaving his son-in-law, Stephen J. Larson, at the helm. It was at this time that the company changed its name to Price Books and Forms, Inc. (PB&F) to more accurately reflect its product line. Stephen ran the company until 1987 when his son, Dard Larson became president and is managing the company today.


The Automotive Price Book has evolved into a pocket-size reference guide for use by the sales staffs of automotive dealerships nationwide. For the first 30 years, the only information reflected was Ford Motor Company. In the early '60's, books for Chevrolet Division were added, and in subsequent years other makes and manufacturers were added until today all domestic makes are represented in individual books. Factory-sponsored books are published for Nissan and Infiniti.


In the mid-80's, General Motors contracted with Price Books and Forms to create and maintain an automotive product and pricing database, the first of its kind.

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