23rd Series Missing Model Mystery

Posted by 58L8134 On 2018/8/6 13:52:54

The Missing 1949-'50 Eight Deluxe Convertible 2369

Perusing the 23rd Series section of Mr. Neal's Packard 1948-1950 , a point I'd noticed on first reading but slipped my mind is found on page 70. During the May 26, 1948 board meeting discussing individual model proposals for 23rd Series, an Eight Deluxe convertible, model 2369 was included. Projected volume: 9,750 cars was quite optimistic. Planning for the Super Eights, including the convertible, were to promote them to the 127" wb platform shared with the Custom, this change to leave the 120" wb convertible platform available to build an Eight Deluxe version. It was essentially a free additional model since the tooling existed, already amortized by the 22nd Series production run.

Buick Super, the most direct competitor for the Eights based-priced within $100-$200, fielded a convertible for $2,583, approximate $500 more than their two door Sedanette. Although Packard wouldn't likely match Super's price, a 2369 for $2,800-$2,900 would have sold for the same approximately $500 price premium over the club sedan and an equal amount less than the Super Deluxe convertible 2379. It would have been a continuation of the pre-war 120 convertible coupes.

The majority of the sales volumes were planned to be in Eight and Eight Deluxe lines, a convertible would have been a worthwhile addition to broaden their appeal. During the 22nd Series, convertibles accounted for 6.9% as Super and Custom Eights. Convertibles were generally a prestigious, high-image 'halo' model, good for generating showroom traffic. As the 1949 23rd Series was slated to celebrate the company Golden Anniversary, a popular new Eight Deluxe convertible, available in Anniversary Gold seems a natural, a further good reason to include it. Dealers would have been delighted to have one for showroom display and likely the buyers would have snapped them up.

Fast forward to the October 6, 1948 board notes on proposed 23rd Series models, page 73, the Eight Deluxe convertible 2369 had been deleted, its projected volume moved to the 2392 touring sedan. Why this change from optimism for convertible sales while still in the period before over-production and masses of left-over 22nd Series cars in mid-1949 at the series changeover?

As it turned out for 23rd Series convertible production, results were dismal: 1,430 versus 10,317 22nd Series cars. While the Super Deluxe sales (1285) nearly matched the 22nd Series Custom Eight (1317), it was a disaster compared to the prior Super Eight (9000). The Custom Eight was all but a dead issue at 145, at magnificent motorcar with no direct price competitor but no market demand either.

Convertibles accounted for 1.3% of all 23rd Series production. This gives perspective to why there was significant management waffling over whether to retain a convertible in the upcoming 24th Series. It's also perspective why the 250 was built on the planned high-volume 200 platform rather than the 300/400 chassis; their attempt at a popular-priced Super Deluxe luxury convertible to challenge Buick Roadmaster and Cadillac 62 was largely a failure, a real shame as the model was more appealing. Initial planning called for a 24th Series 200 convertible would be a reasonable reaction to this experience, an effort to create a more popular, lower-priced convertible in hopes of increased sales.

You're perspectives welcome.

Steve