Re: Synopsis of forces and events leading to '48-'50 styling

Posted by 58L8134 On 2020/3/23 15:40:31

Hi

Thanks for all the considered and thoughtful responses. RE: The interesting alternatives:

"Too bad Packard couldn't strike a deal with FoMoCo, the '49 Ford with longer axle-dash would have made a good Eight while Cosmo would have led to a wonderful Custom."..."Ford was weak at this time, good opportunity to cut deals with them."

Ford might have allowed the Cosmopolitan and perhaps the '49 Mercury and Lincoln platforms on which Packard would base their new postwar cars but the '49 Ford was definitely hands off. FoMoCo was in dire straits then, the '49 was a make or break proposition without anyone else stealing some its thunder. Body sharing within Big Three makes was totally acceptable but whether an extra-company sharing would be accepted is unknown. To be avoided at all cost was Packard being perceived as sharing Lincoln's hand-me-down suits.

"...key would be whether Ford viewed most Packard sales as coming at Lincoln's or Cadillac's expense."

That would be the major sticking point whether Ford perceived their own makes would benefit more from the cost-sharing than what sales might be lost to Packards in the same or near price segments. Other than the fact that Ford already had Mercury and for that matter Lincoln to fill out their market coverage, both were of very secondary and tertiary concern at the time. The new Mercury held more promise, sold extremely well and kept dealers afloat. Lincoln, although the Cosmopolitan sold better than expected, there was little upper management enthusiasm for the car. The Mercury-bodied '49-'51 Lincolns were the price gap filler that helped keep the make alive. Had Lincoln not been their late father Edsel's baby and refuge from tyrannical Old Henry, it might well have been scuttled then.

"What if Packard had chosen to do an all-new bathtub for 1949 after concluding that it was the best use of funds, and sought only to refresh Clipper using Phantom for ideas?"

Given the massive pent-up demand awaiting in 1946, a moderate refreshing of the Clipper styling was all that was necessary. Styling as a purchase consideration wasn't a major factor until late 1948/early 1949 when the supply was catching up to demand. The mass of left-over 22nd Series 1949 models was the 'canary-in-the-coal-mine' that the seller's market was over. Incorporating some of the Phantom features into the Clipper without major retooling, much as Chrysler did to fade the front fenders into the doors on the Chryslers, DeSotos and Dodges plus new grilles, would have been enough. The tri-panel transition Paul created shows what was enough to give the Clipper a fresh look. Maybe they could have changed the rear fender tooling to accept flush-fitting fender skirts, different taillights from the pre-war models. Wraparound bumpers were coming into style, that would be an easy change to affect. Other than the tooling necessary to add the convertible, the remainder of the millions spent for the major restyle were largely wasted in a demand situation where it was largely unnecessary producing little additional benefit.

Downside reality was until George Christopher got his Clipper tooling amortized, he wasn't about to let it go. Forcing the issue with his ouster was the only way they could move onto the much needed new body.

"Seems to me Packard won a few awards for the 1948-50 body style."

Whether such awards persuaded anyone to buy a Packard over other makes is questionable. If one placed great credibility on the aesthetic judgment of the Fashion Academy of New York greater than performance, durability, price, features and a trusted dealer relationship then maybe it tipped the deal to Packard.

Steve