In 1900, the Ohio Automobile Company was founded to produce Packard automobiles and in 1902 the name was changed to the Packard Motor Car Company with James Packard as president. With regard to marketing, Packards were an automobile for the wealthy. The Great Depression of the 1930s sounded the death knell for many American automobile manufacturers. Packard responded to the challenges by continuing to manufacture luxury automobiles. Packard had a single production line with interchangeability between models which meant that Packard was able to keep its costs down. In addition, Packard did not introduce new models annually.
By 1935, the Great Depression forced Packard to introduce its first lower priced car, the Packard 120. Sales tripled in 1935 and then doubled again in 1936. The 120 model was built in an entirely separate factory. By 1936, the company’s labor force was evenly divided between the Senior lines (i.e. the luxury vehicles) and the low-priced Junior models. While Packard produced only 1 Senior car for every 10 Junior cars, the Senior cars required more hand labor.
Shown below are some of the 1930s Packard convertibles on display in the Packard Museum in Dayton, Ohio.
1930 Model 734 Boat-Tail Speedster
The 734 Speedster was built for speed, quality, and style. It was capable of speeds in excess of 100 mph. It was offered as a Boat-Tail, Phaeton, Sedan, and Victoria Coupe. A total of 150,734 Speedsters were produced in 1930 with only 39 Boat-Tails (11 still exist). The Speedster was discontinued in 1931.
This car has a 385 cubic inch straight eight 125 horsepower engine with a 4-speed manual transmission. It sold for $5,200 new (note: a house cost $7,145 the average yearly wage was $1,970, a gallon of gas was $0.10, and the average new car cost $700 at this time).
1933 Super Eight Touring
This car has a 220 cubic inch straight eight 120 horsepower engine with a 3-speed manual transmission. It sold for $2,790 new (note: a house cost $5,750 the average yearly wage was $1,550, a gallon of gas was $0.10, and the average new car cost $445 at this time).
1934 Super Eight Sport Phaeton
This car has a 385 cubic inch straight eight 145 horsepower engine with a 3-speed manual transmission. It sold for $3,180 new (note: a house cost $5,970 the average yearly wage was $1,600, a gallon of gas was $0.10, and the average new car cost $700 at this time).
1934 Super Eight 7-Passenger Touring
According to the display:
“Packard was no stranger to parades and VIP transportation, their long wheelbases, beautiful styling, and open bodies were practically an invitation to feature celebrities waving to adoring crowds.”
This car has a 385 cubic inch straight eight 145 horsepower engine with a 3-speed manual transmission. It sold for $3,180 new (note: a house cost $5,970, the average yearly wage was $1,600, a gallon of gas was $0.10, and the average new car cost $700 at this time).
1936 One Twenty Convertible Sedan
The One Twenty, named after it’s 120 inch wheelbase, was intended to make Packards more affordable. According to the display:
“Meant to be a line production car, the 120 was smaller, lighter and came with the hydraulic brakes and independent front suspension.”
Some Packard aficionados felt that the introduction of the Junior Line was the beginning of the end for Packard.
This car has a 282 cubic inch straight eight 120 horsepower engine with a 3-speed manual transmission. It sold for $1,395 new (note: a house cost $3,925, the average yearly wage was $1,713, a gallon of gas was $0.19, and the average new car cost $750 at this time).
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