McDermott invited daredevil H. L. Lockwood to drive one of his cars for a publicity stunt in 1925. Lockwood agreed to be handcuffed to a new Buick touring car and drive for one hundred consecutive hours without rest to see whether he or the car would wear out first. Some Waco papers reported that the stunt drew nearly fifteen thousand people out into the streets to see Lockwood arrive at McDermott Motors for his first six hours of rest in four days. Though the man was clearly spent, the touring car survived the journey.