Re: 1953/4 Caribbean 4-door hardtop sedan exploration

Posted by 58L8134 On 2020/4/18 11:56:00

The most dramatic proof that Packard badly needed to refresh the look and appeal of their new cars for 1953-1954 was being reinforced by the two-three year restyle/all-new body cycles becoming common industry-wide by the early 1950's. The 200/Clipper was carrying the majority of their sales, it was particularly vulnerable when its direct competitors presented all-new cars. The Clipper price segment from $2,500 to $3,000 had some very formidable challengers.

Chrysler and DeSoto had reworked and restyled the 1949-'52 body series for 1953-'54. Unhappily, they ended up with cars nearly as stodgy as the prior versions. DeSoto Firedome V8 and Chrysler Windsor and Windsor Deluxe were the Mopar choices versus Clipper. Each make did see increases for 1953 for the effort. Good thing, because DeSoto saw 27% fewer Firedomes leave the lots and Chrysler moved 48% fewer Windsors. At Chrysler, 'Tex' Colbert couldn't wait for the 1955 "Forward Look" model year to begin.

Nash Ambassador and Hudson Hornet rounded out the independent automaker choices, taking hits as well: Ambassador down 35%; Hornet off only 9%. Hudson had been on a slide since 1951 soldering-on in its by then seven-model-years old body series. The 1954 restyle may have prevented the drop from being worse. Hudson had bigger problems; all their remaining development funds were spent to build the compact Jet, which was failing in its segment; a merger with Nash their last hope. Nash Ambassador had diminished from its all-new 1952 models sales highs by 20% for 1953, clearly sometimes even a new body series didn't help. In a atmosphere where the OHV V8 was increasingly becoming accepted as the most desirable engine, any medium-priced car with an L-Head, in-line eight and especially L-Head six under the hood would increasingly experience sales troubles. The days of the six cylinder medium-priced car were rapidly drawing to a close.

From GM, Oldsmobile 98 and Buick Super plus the new-for-1954 Century would be the greatest challengers. Of the former, the Ninety-Eight had been changed for 1952-'53 from C-body shared with Roadmaster and Cadillac to an extended-deck OB body shared with the Olds 88 and Buick Special. Buick for 1950-'53 continued with the B and C-body Super and Roadmaster and smaller OB-body Special. All were in either their third or four model year on a particular body series. Buick had a bewildering variety of B, OB and C-bodies that would be rationalized to two body series for 1954, which was set for total renewal of all three makes. It was going to be a tough year for any competitor without something new or newer and highly appealing to offer, notwithstanding any economic headwinds exacerbating the difficulties.

How well did that investment return for GM? On balance, quite well for a generally down year for the industry battered by the post-Korean War recession. Olds 98 off only 7% from 1953. Buick, now with the reintroduced Century to assist the Super: 105% over the '53 Super! Buick also benefited from slight price reductions and model realignments. For Cadillac 62, only down 14%, a minor dip in a generally upward decade-long trajectory.

As context: For 1954 versus 1953, Lincoln was only down 9%; Chrysler Imperial off 36%. The latter was only a minor concern, the Imperial was at best primarily a vanity project so Chrysler would claim to be a full-line company with the side benefit of providing executives a fine luxury car to drive on par with their contemporaries.

Though not directly in Clipper's price class initially, noteworthy was Mercury's drop of only 15%. One would think it would have suffered much more given the push of its less expensive brother Ford's ongoing price war. But, Mercury benefited from an all-new OHV V8 engine, ball-joint front suspension, plus a very appealing restyle for '54. Mercury's rising popularity was a source of consternation to Jim Nance who wondered why his Clipper wasn't doing so to the same degree. He might have noted that for 1955 Mercury was successfully exploiting the very hardtop-styled sedan segment with its new Montclair sport sedan. And, yes, it did infringe on the Clipper market at $2,685, one dollar less than a Clipper Super sedan at list. 1956 would be the second blow of a one-two punch; B-pillar-less four door hardtops available throughout all four series.

So, how faired Packard for '54? Compared to 1953: Clippers down 64%; Cavalier off 76% and Patrician diminished 63%. Some of this can be attributed to the late year 1953 overproduction due to earlier material commitments and the resulting glut of 1953 leftovers, albeit at discounted prices, replacing sales of the late-introduced 1954 models. A 10,000 unit shift from '53 to '54 would have yielded a 38% drop, more in line with Ambassador. The one minor bright spot were the total hardtops, down only 7%, offset somewhat by the more expensive Pacific. Other than the new Panama and Pacific hardtops, 'sore-thumb' taillights, minor trim and upholstery changes, high-horsepower new 359 ci engine, albeit only for the most affluent buyers, not much gave prospects any major reasons to select the Clippers or Packards over their competitors.

Notwithstanding the Ford-Chevy price war that was consuming all the oxygen throughout the market, driving the lower-priced independents to the wall, the middle-priced segment was brutal as well. Would a series of new hardtop-sedans, upgraded trim, refreshed styling and an exciting new series have stemmed the terrible downturn? Who can say for sure. Better they should have acted, rather than dithering while Rome 'burned', leaving themselves setting ducks in hopes holding out for improved 'hail Mary" pass 1955 model year.

Thanks for reading my latest diatribe, your comments welcomed.

Steve