Hi

Yes, indeed, the 110 was one step too far down into a competitve meatgrinder price segment. The 120 also suffered from the 110 syphoning off sales for those who came into the dealership attracted primarily by low price. To take nothing away from the 110, if anything, it was too much Packard for the price, so much so that justifying the additonal for a 120 was difficult for many. While the 110 provided volume, it did so at lower unit profit.

Better they should have positioned the 120 versus Buick Special at $1,000 then added a larger engine version in the Buick Century mode at $1,200. The Century was a high profile car for Buick, did much to give them a hot car image. It did have one of the best power-to-weight ratios at the time.

On the practice of comparing the current luxury buyers outlook overlaid on that pre-war period, I think we misunderstand the major difference. The buyer outlook then was very stratified, with quite strict ideas about size, features, power, cylinder count and maker.

The acceptance of small, four cylinder fleet models, luxury four, six and V-8 sedans, sporty six coupes and large twelve flagships sedans all from the same maker would be very much a stretch for those pre-war buyers. Each classification or covering of proximate segments was the province of a carmaker but to stretch to cover all would have been unheard of and rejected.

Steve

Hi

Good points all, more so because the discussion is civil and respectful, something not found on many automotive forums. Anyway, dissertation time:

As to the single factor, the loss of focus on the upper series lines after the 120 introduction was prelude to and beginning of the slide into complacency of the postwar years. Had management decided to keep the Senior series up-to-date, completely new, all-steel bodies, exclusive to Super Eights powered by an all-new mono-block straight eight, a 356 ci years earlier if you will, would have been in place for 1937, 1938 at the latest. The Twelve would have been included in the update. Consider that the '38 Super Eight was nothing more than a slightly restyled '35 Eight fitted with IFS, still carrying a composite body and multi-piece engine. Wonderful cars that they are, even the Twelve was an anachronism by 1939.

When management finally reacted to the changing premium/luxury market expectations, mostly driven by the inroads Cadillac was making into their segment dominance, they opted to generally follow the Cadillac model, simply upgrading medium-priced basics, into the 'pocket' luxury car. Rather than creating a new Super Eight which took advantage of the newly-instituted manufacturing economies but presented a specifically designed and engineered line distinctly differentiated from the 120, the 1939 Super 8 was part and parcel an upgrade '38 Eight. It was very much their version of the Cadillac 60 which was heavily based on the LaSalle 50 and Buick Century. What they missed was that Cadillac had also developed a unique product in the 60 Special sharing only the 60 Series mechanicals but unlikely to be confused with those middle-priced shared line-mate models.

All this culminated in the 1940 lines which were so poorly differentiated that the general public could no longer tell a 120 versus 160, whether the owner had spent $1,200 or $1,700 for his Packard. A fine new mono-block 356 straight eight and high standard interior were insufficient to differentiate the 160 & 180 when stuffed into bodies the public had been buying in Six/110 and Eight/120 for far less money. People were no different then than now, when they spent the additional money, they wanted others to recognized they had done so to purchased a luxury car. Although, easier with the longer-wheelbase models, the bulk of sales would be the 127" wb 160 models that should have been their volume seller.

Opposite the critical 160 were the new Cadillac 62 C-body Torpedo sedans which took the 60 Special three-box architecture, translating it into a popular, mass market style. It arrived in a market seeming primed to accept new and progressive styling. While it's true that body series was shared all the way down to Pontiac Torpedo Eight, at each price level, there would be no confusion who spent how much to buy their selection.
Even at the upper end, everyone knew a Buick Roadmaster 70 was a step below a LaSalle Special 52 which was below a Cadillac 62. As trivial as those distinction might seem now, they very definitely defined the prestige value of each marque.

Had Packard maintained a sharp enough visual differentiation between their various price segment models, dilution of it Senior cars would not have occurred. Had they maintain those differentiations and distinction, as it entered the fierce postwar market competition, promoting higher percentages of his Supers and Custom Supers might have been far more successful than it was.

Steve

Hi

What a great story! So glad that wonderful original is now in the caring hands of an intelligent conservator. It's miraculous it wasn't lost to vandals or ravaged by harsh weather all those decades. How great it will be for Packard enthusiasts to see a fine example of the original craftsmanship so normal from East Grand Boulevard.

And this find springs hope anew for all of us hoping to yet discover that gem of our dreams just waiting for us out there somewhere!

Steve

Hi

A '48 Custom:
http://chattanooga.craigslist.org/cto/4113841739.html

A '49 Super Eight:
http://chattanooga.craigslist.org/cto/4106833635.html

A '40 120 project:
http://jacksontn.craigslist.org/cto/4105683639.html

A sweet '37 120:
https://raleigh.craigslist.org/cto/4118195049.html

A '49 Custom:
http://memphis.craigslist.org/cto/4112211051.html

A '41 160 Sedan:
http://albuquerque.craigslist.org/cto/4132747357.html

Steve

Hi Paul

What an elegantly proportioned, impressive town car that could have been! One can see this gliding up a movie premiere red carpet. Most of the necessary panels and sections thereof were in stock, only would have taken someone with artistry to conceive it. Wish they had!

Steve

Hi

Interesting car! Looks to be very nicely done. For a better look, I improved the your image with Irfanview software. Hope you don't mind. It would have made a nice all-steel production estate wagon here stateside.

Steve

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More overripe Contours!

'52 200's:
http://santafe.craigslist.org/cto/4129605103.html
http://stlouis.craigslist.org/cto/4130584082.html

'51 200's:
http://stlouis.craigslist.org/cto/4121876323.html
http://cleveland.craigslist.org/cto/4110838152.html

'54 Cavalier:
http://racine.craigslist.org/cto/4110380363.html

'54 Clipper:
http://lasalle.craigslist.org/cto/4098412827.html

'53 Patrician, a bit overpriced but a nice original interior:
http://kansascity.craigslist.org/cto/4112471702.html

A '54 "Royal Coach" ?
http://fortmyers.craigslist.org/lee/cto/4108025720.html

Steve

Hi

WOW! The barnfind of our dreams! The deeper front fender valances suggest it's a '34, possibly an 1105 seven passenger sedan. Hope this wonderful Packard will find it's way into the hands of a responsible conservator and kept original as much as possible as a document of that era.

Steve

Hi BDC

The '34 Eight coupe was at the Hyman site in very nice condition, dark blue with tan trim. Check their on-line listings for a good look.....you'll definitely want it!

Steve

Hi

Rain! Oh, What Rain! My heart goes out to you guys that came all the way for your first Hershey to experience this one. This was the first time a friend and I tried selling, did move a few items late Wednesday, the rest was truly a washout. We took refuge to the PAC tent in the heavy downpours, enjoyed nice conversations and welcome hot coffee and tea plus munchies.

The car corral was still full of interesting cars including the '40 Town Car by Rollson-Hollingworth, magnificent '37 Twelve convertible sedan, '34 Eight coupe, '53 Cavalier, '48 Custom, '47 Clipper Six two door, '54 Convertible, '37 115 convertible coupe and 120 convertible sedan, as well as many other non-EGB vehicles.

Finally, by late Friday evening the rain was tapering off and Saturday morning dawned dry with the sun breaking through. Shortly I'll post photos which will show you folks that I'm glad we stayed for the show.

Steve