Re: Why did Packard abandon the shovel-nose grille?

Posted by 58L8134 On 2016/1/14 14:53:18

Hi Garrett

All good reason stated for quietly returning the styling of the base series back to consistency with the rest of the line. The Light Eight was a good proof of concept, that there was a definite market for a Packard priced under $2,000, and a reality check for management, to quote from my earlier posting last year:

"After the only-too-successful '32 Light Eight sold fully 40.7% of their overall 1932 volume but gave away the store because of its low prices ($1,750-$1,795 revised to $1,895-$1,940), management quietly folded it back into the 1933 Eight line. This time, priced from $2,150-$2,250, the Model 1001 still accounted for 39% of sales. While they likely made no profits on them, at least it wasn't emptying the till quite as quickly as the Light Eight 900 did. These hard lessons were some of the impetuous that lead to the decision to produce the 120."

One can imagine the board members hearing Alvan Macauley say "Gentlemen, next time we field a lower-priced Packard, it will have a unique appearance so as not to confuse it with our fine car lines but will also be built to a price standard, by method by which we might reasonably expect to make a profit. To that end, I'd like to introduce you to Mr. Max Gilman from our New York operations....."

Steve