Re: More on the Facel-Packard . . .

Posted by Fyreline On 2013/6/9 8:15:55

There's been a lot of lively discussion over the years - and continuing to this day - regarding whether or not the lower priced 120 damaged Packard's reputation, if it "saved" the company (at least temporarily), or if it just postponed the inevitable. Obviously Packard felt the need to build it, and it did sell decently. su8overdrive makes a good point that it's difficult for a premium automaker to successfully reach downscale. Who wants a "cheap" Rolls-Royce? Also witness Cadillac's debacle with the unlamented Cimarron in the 1980's.

It really was a remarkable pairing for Mercedes-Benz to select Studebaker-Packard as their American marketing arm. Certainly they realized that GM, Ford and Chrysler were not realistic partners as long as they had Cadillacs, Lincolns and Imperials to sell. That only left the independents as an avenue to a pre-existing dealer and service base . . . And Studebaker-Packard definitely made more sense than AMC. Studebaker, with their Lark and Hawk featuring pseudo-Mercedes grille styling, and at least the memory of Packard quality, may have made the showrooms and service bays of the nation's S-P dealers the most appealing option available to Mercedes.

Some of the discussion in more recent years surrounding any potential Facel Vega Excellence-based Packard revival has centered around how (and how much) the Facel would need to be changed to perform its new role. Some have recommended the inclusion of the cathedral taillights, or some snazzy side trim and/or two-tone paint schemes. It's pretty much a given that the classic Packard grille would be required, but that actually looked very nice in the different artist's renderings I have seen. In my own opinion, and much to my own disappointment, I would have to suggest that the Excellence body would have to be re-engineered to feature conventional doors instead of the suicide-style that, while they were a stylish tour de force, represented a real Achille's heel as far as body stiffness and integrity were concerned. I've also been somewhat surprised that no one has mentioned the already established precedent of U.S. automakers "going overseas" for their ultra-luxury cars . . . Witness the Cadillac Eldorado Brougham (Pininfarina) and the Chrysler Crown Imperial limousines (Ghia). It didn't really represent all that much of a stretch for a French Packard to appear. Even the $13,000 price tag of the Facel Vega Excellence was right in line with the Italian-bodied Eldorado Brougham . . . Although it was never profitable for GM and who knows what a Facel-based Packard (called, perhaps, the Parisian?) would have ended up costing? In any case, I can't see the car selling in any kind of numbers that would justify the cost of producing it.

Which is a shame, because I would have definitely wanted one then, and even more so today. She would have been a tragic beauty, doomed from the start, but the heart wants what it wants.