It was a sweltering August day when all three Cohen brothers entered the posh Dearborn, Michigan, offices of Henry Ford, the car maker, "Mr. Ford," announced Norman Cohen, the eldest of the three. "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!" Ford, an infamous anti-semite, retorted "Money is no problem, but there is no way I will have a Jewish name next to my logo on my cars!"
They haggled for a while and finally settled. Five million dollars, but the Cohens' last 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. 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. (source: www.haruth.com/Jhumor5).