Studebaker Car Ad March 26, 1910

Studebaker Car AdMarch 26, 1910

This 1910 ad is the first Studebaker ad we could find in The Saturday Evening Post. The Studebaker brothers opened a blacksmith shop in South Bend, Indiana on February 16, 1852. The California Gold Rush proved to be a boom for this wagon business, as was a contract to supply Union army wagons (who knew there were “Studebakers” in the Civil War?). It was a natural transition to the motor coach, if that new-fangled horseless carriage fad can be called natural. From wagons and buggies to classy and classic vehicles with motors, Studebaker history reflects a century of transportation change.

Studebaker Car Ad July 5, 1919

Studebaker Car Ad July 5, 1919

By the time this ad appeared in July of 1919, the five Studebaker brothers had all passed away. Production of vehicles such as this seven-passenger “Big Six” was overseen in part by sons and sons-in-law. Car ads were already appealing to the ladies, as we can see a group of women here about to take the Big Six on an excursion. It was priced at $1,985.

Studebaker Car Ad May 28, 1927

Studebaker Car AdMay 28, 1927

This beautiful 1927 ad is for a Studebaker Commandeer, the “Greatest post-war engineering achievement.” This handsome model boasted nickel-plated bumpers and something called “no-draft ventilating windshield (exclusively Studebaker).” Dig the “full-size balloon tires”. Modern features such gasoline gauge on dash, interior dome light and automatic windshield cleaner show that the horseless carriage had come a long way.

Studebaker Car Ad June 29, 1934

Studebaker Car AdJune 9, 1934

This 1934 ad is a work of art in itself. Notice the price has declined dramatically – starting at $685. These “lowest priced Studebakers in history” are the result of the economic Depression and refined manufacturing methods. No more building one car at a time. Even the lowest-priced cars were a tough sell in that economy, but by 1933 Studebaker was back in the black and expanding dealerships.

Studebaker Car Ad October 10, 1936

Studebaker Car Ad< October 10, 1936

The low-price years continue with this 1937 model. Boasting the “winged victory radiator grilles” and capacious trunks, these classics start at $665.

Studebaker Truck Ad August 10, 1946

Studebaker Truck AdAugust 10, 1946

Studebaker didn’t only produce cars, but that workingman’s friend, the truck. And the vehicles were not only built in South Bend (where there remains a Studebaker museum today), but in plants in Detroit and Canada

Studebaker CG Car Ad September 1948

Studebaker Car AdSeptember 1948

We found this bright red “Studebaker Commander Starlight Coupe” in the September 1948 issue of Country Gentleman magazine, a sister publication at the time. This “respected North Dakota grain grower” is showing off his 900-acre farm and declaring he is “mighty proud of his farm and his new Studebaker”.

Alas, by the 1950’s, Studebaker’s star was fading, in spite of merging with the more financially sound Packard. But stay tuned, folks, we have some beautiful Packard ads to show you next time.

In the November 1962 Post writer Arthur W. Baum relates that Studebaker “now makes fewer automobiles than an other of the five major U.S. firms, little more than one in every 100 of the industry’s total of 6,000,000. In the last half-dozen years Studebaker has enjoyed only one substantially profitable year. The company concedes that about one-quarter of the country has no Studebaker dealers.” The slick new “Avanti” notwithstanding, they were not making the dent in a market dominated by the Chevrolet Corvette and Ford Thunderbird. By the end of 1963, the South Bend plant, which had begun 111 years previously as a blacksmith shop forging metal parts for wagons. In 1966, the remaining plant in Ontario closed.

Packard Car Ad – April 25, 1903

Packard Car Ad
April 25, 1903

The first Packard ad in The Saturday Evening Post appears to be from April 25, 1903. J. W. Packard, his brother and a partner founded the company in Warren, Ohio in 1900. Cars were built one at a time in these years of automotive infancy. In fact, Packard partner, G.L. Weiss had been a major investor in the Winton Motor Carriage Company and owned Winton #4. (Imagine having a car with the serial number “4”). Five Model A Packards were built in that first year of 1900. To show what the 1900 Model A could do, partner G.L. Weiss and Packard made a highly touted test: they drove it from Cleveland to Buffalo in 13 ½ hours. Of course, the under 200-mile journey would take a little over three hours now, but this was still the horse and buggy era, with very few paved roads. As a promotion for the new car, the feat was a success.

Packard Car Ad – September 18, 1926

Packard Car Ad
September 18, 1926

This gorgeous ad from 1926 suggests the grace and agility of a thoroughbred. A 1932 ad had an oriental scene at the top to show how Packard was supreme in over sixty countries. In Shanghai, “Packard cars outnumber—by more than two to one—all other makes of comparable price combined”. Automobile ads were becoming a work of art themselves. As were the autos.

Packard Car Ad – March 17, 1928

Packard Car Ad
March 17, 1928

Packard ads of this era liked to tell us a story from history – in this case, the ancient forging of the 105-foot high bronze statue of Helios in 280 B.C., and then show how they carry on the grand tradition. “In one of the world’s most modern foundries Packard precision parts first take form under scientific control. Every detail of temperature and the blending and pouring of metals into the intricate moulds is carefully checked.” However it was created, the resulting convertible is a thing of beauty. Prices in this 1928 ad range from $2,275 to $4,550 with “individual custom models from $5,200 to $8,970, at Detroit”.

Packard Car Ad – March 25, 1939

Packard Car Ad
March 25, 1939

“Three American Faces You Know at a Glance” this ad confidently touts. “A 1939 Packard presents to the world one of the proudest and most distinguished faces that ever graced a motor car.” This was the new Packard Six. Remember: “When you drive a Packard, the whole world knows it’s a Packard”. Gotta love that grill.

Packard Car Ad – July 7, 1941

Packard Car Ad
July 7, 1941

By the 40’s, the car was more streamlined in style, like this Packard Clipper from 1941. This 4-door sedan would set you back $1,375. This featured “fade-away fenders”, front fenders that “fade” into the center of the car. “It’s beautiful—and permits increased body width with no increase in overall car width”, the ad noted.

Packard Car Ad – Wizard of Ah’s

Packard Car Ad
Wizard of Ah's

By 1948, the proud Packard was even sleeker. Love the copy: “Designed by the Wizard of “Ah’s!” Cars are getting smarter: “Press a button and the top lowers or raises. Another button moves the front seat forward or backward! And ALL four windows have magic push-button control!” If you were looking for more of a family car, no doubt you were more inclined to the “Station Sedan” at the bottom of the page. “All steel, finished in Northern Birch”.

The Packard is still “with us” not only through these old ads but through a number of Packard clubs around the world today.

Stearns Car Ad – August 27, 1910

Stearns Car Ad
August 27, 1910

Just how many people can you fit in a Stearns? This beautiful ad from 1910 declared “The Stearns is a Car for Every Purpose”. Priced at $3,200 to $4,600 it was suitable for every purpose the wealthy had. The F. B. Stearns Company was out of Cleveland, Ohio.

Rauch & Lang Car Ad – 1910

Rauch & Lang Car Ad
1910

It is encouraging that this car is “safe for women and children” (we hate losing those along the way). This is an electric car from 1910 and, don’t worry, the ad assures us “it will go as far on one charge as you will ever care to ride in a day”. And please note: “Any woman can run the car safely.” The Rauch & Long Carriage Company was also out of Cleveland.

Cole 8 Car Ad – June 5, 1915

Cole 8
June 5, 1915

This eight-cylinder beauty retailed at $1,785 according to this 1915 ad. How they got all eight charming young ladies in the vehicle is not clear, but there they all are, setting up a lovely picnic. Advertisers were targeting the female audience already. Cole Motor Car Company was out of Indianapolis.

National Car Ad – January 1, 1918

National Car Ad
January 1, 1918

Also out of Indianapolis was National Motor Car & Vehicle Corp. I love the wording of the first paragraph of this ad: “There is in the new twelve-cylinder National Touring Sedan (convertible) a multiplicity of virtues which may well excite admiration”. They don’t write ad copy like that anymore. Touting the “staunchness” of an “airplane type motor” and showing a woman pointing to the sky tells us that planes were quite the rage in 1918.

Jeffery Car Ad – March 4, 1916

Jeffery Car Ad
March 4, 1916

Admit it, you’ve never heard of a Jeffery Sedan and here it was “the car which popularized year-round motoring”. Who knew? The ad notes, “Just as in 1915 few bought a car that was not self-starting, so in 1916 few will buy a car without an enclosed body of the Sedan type. Both are matters of motoring convenience and luxury which become indispensable as soon as they have become known.” I must indeed admit that I am completely spoiled for an enclosed car with no crank to start it up. The Thomas B. Jeffery Company was out of Kenosha, Wisconsin.

Hupmobile Car Ad – August 24, 1918

Hupmobile Car Ad
August 24, 1918

This is an ad that really shows you what was going on in the world. It is 1918 and soldiers are driving this Hupmobile onto an airstrip. Biplanes are everywhere. Although Hupmobile is obviously trying to sell automobiles, the line at the top loyally states: “By far the most patriotic thing you can do with your earnings now is to invest the in War Savings Stamps.” Hupmobiles were manufactured in Detroit.

Dort Car Ad – January 5, 1918

Dort Car Ad
January 5, 1918

1918 was wartime and car dealers were patriotic. “Thou shalt not waste! It is the modern commandment born of the great worldwide struggle to preserve liberty and perpetuate democracy!” Professional men and the ever-present soldier are checking out this Dort, “built for service without waste”. Dort Motor Car Company was out of Flint, Michigan.