page_title: Packard
section_title: 1931–1936
hierarchical_section_title: Packard / History / 1931–1936
caption_attribution_description: 1930 Packard Deluxe Eight photographed in Montreal, Quebec, Canada at the 2010 Montreal International Auto Show.
context_page_description: Packard was an American luxury automobile marque built by the Packard Motor Car Company of Detroit, Michigan, United States. The first Packard automobiles were produced in 1899, and the last Detroit-built Packard in 1956, when they built the Packard Predictor, their last concept car.
  Packard bought Studebaker in 1953 and formed the Studebaker-Packard Corporation of South Bend, Indiana. The 1957 and 1958 Packards were actually badge engineered Studebakers, built in South Bend.
context_section_description: Entering the 1930s, Packard attempted to beat the stock market crash and subsequent Great Depression by manufacturing ever more opulent and expensive cars than it had prior to October 1929. While the Eight five-seater sedan had been the company's top-seller for years, the Twin Six, designed by Vincent, was introduced for 1932, with prices starting at $3,650 (equal to $68397 today) at the factory gate; in 1933, it would be renamed the Packard Twelve, a name it retained for the remainder of its run (through 1939). Also in 1931, Packard pioneered a system it called Ride Control, which made the hydraulic shock absorbers adjustable from within the car. For one year only, 1932, Packard fielded an upper-medium-priced car, the Light Eight, at a base price of $1,750, or $735 less than the standard Eight. 
  Rivals Cadillac and Lincoln benefited from the huge support structure of GM and Ford. Packard could not match the two automotive giants for resources, however the 1920s had proven extremely profitable for the company and it had assets of approximately $20 million in 1932 while many luxury car manufacturers were almost broke. Peerless ceased production in 1932, changing the Cleveland manufacturing plant from producing cars to brewing beer for Carling Black Label Beer. By 1938, Franklin, Marmon, Ruxton, Stearns-Knight, Stutz, Duesenberg, and Pierce-Arrow had all closed.
  Packard also had one other advantage that some other luxury automakers did not: a single production line. By maintaining a single line and interchangeability between models, Packard was able to keep its costs down. Packard did not change cars as often as other manufacturers did at the time. Rather than introducing new models annually, Packard began using its own "Series" formula for differentiating its model changeovers in 1923. New model series did not debut on a strictly annual basis, with some series lasting nearly two years, and others lasting as short a time as seven months. In the long run, though, Packard averaged around one new series per year. By 1930, Packard automobiles were considered part of its Seventh Series. By 1942, Packard was in its Twentieth Series. The "Thirteenth Series" was omitted.
  To address the Depression, Packard started producing more affordable cars in the medium price range. This was a necessary step as the demand for hand-built luxury cars had diminished sharply and even people who could afford such vehicles were reluctant to be seen in them at a time when unemployment was higher than 20%. In 1935, the company introduced its first car under $1000, the 120. Sales more than tripled that year and doubled again in 1936. To produce the 120, Packard built and equipped an entirely separate factory. By 1936, Packard's labor force was divided nearly evenly between the high-priced "Senior" lines (Twelve, Super Eight, and Eight) and the medium-priced "Junior" models, although more than 10 times more Juniors were produced than Seniors. This was because the 120 models were built using thoroughly modern mass production techniques, while the senior Packards used a great deal more hand labor and traditional craftsmanship. Although Packard almost certainly could not have survived the Depression without the highly successful Junior models, they did have the effect of diminishing the Senior models' exclusive image among those few who could still afford an expensive luxury car. The 120 models were more modern in basic design than the Senior models; for example, the 1935 Packard 120 featured independent front suspension and hydraulic brakes, features that would not appear on the Senior Packards until 1937.
  During this time, Packards were built in Windsor, Ontario by the Packard Motor Company of Canada Ltd. Production started in 1931, with the best year being 1937, with just over 2,500 cars built. Parts manufactured in Canada included tires, upholstery, radiator cores, headlamps, springs, wheels, while the engines were locally assembled. Production ended in 1939, although the company maintained an office in Windsor for many years.
caption: 1930 Packard Deluxe Eight roadster
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