Re: Postwar LWB Market Production

Posted by 58L8134 On 2016/2/27 9:07:18

Hi Gentlemen

Thanks for your responses. Randy, thanks for the photos of the impressive Custom Eight. Dave, thanks for mentioning the Federal government use of these cars where some of the 22nd Series over-production was cleared.

Thanks Paul for enlarging on important points that need further emphasis. Continuity was very important to clients of these cars bought not only for luxurious transportation but also the prestige image they conveyed. Proof of that can be seen in that while Cadillac carried over their pre-war 75 well into the postwar years, it had no deleterious affect on their sales. Once the 75 was updated, it moved simply from strength to strength. Appearance of a 75 conferred prestige without question, no more Buick Limiteds to confuse that. Although largely based on the volume Series 62 body, its styling was carefully tailored to project a uniquely formal, elegant aura.

When considering whether to field the 1948 Super Eight lwb cars priced below the Custom Eight, management should have taken note of Chrysler's experience in that market. It was relatively successful for the general utility/livery/taxi segment covered by Dodge/Desoto/Chrysler Royal-Windsor but far less so for the Crown Imperial. Exposure of those utilitarian models detracted from the Imperial's prestige image. Although the Super Eights weren't quite so down market, a gaggle of them gathered in front of a railroad or airport passenger pick-up driveway discouraged the Custom Eight limousine owner from another Packard when seeking a prestigious car trade.

Nominally Henney should have been able to give the '53-'54 Executive models the raised roofs and upper door frames cut higher into that roof which was becoming expected of formal cars. Splicing a sedan and coupe together, without formal backlight, just didn't quite do it. From what Mr. Neal wrote, Henney wasn't cutting Packard any deal when it came to contracting for their construction. Just as it did with their general body construction, locking themselves into one coachbuilder for commercial-livery-formal bodies without competition turned out to be a bad deal long term.

Steve