Re: Merger of Nash/Kelvinator, Packard & Hudson

Posted by Rusty O\'Toole On 2015/4/18 19:31:43

The Ford takeover is an intriguing idea. Not many people remember that before 1955 or so, Lincoln was more comparable to Olds 98 in overall size, engine power and price. They did not see themselves as directly competing with Cadillac.

We know that Ford was weak in the medium and high priced lines, having only 3 lines compared to 5 for Chrysler and GM. That is why they brought out the Edsel, and moved the Lincoln up market.

What if they had taken over Packard?

This would have made them a very strong competitor across the board.

Ford - close second to Chevrolet in the low priced field. Actually outsold Chev in 1957. Well ahead of Plymouth and the independents. Doing fine as is.

Mercury - often seen as a super deluxe Ford, an attractive proposition compared to Dodge or Pontiac.

Lincoln - let it keep selling in the Olds, Hudson, DeSoto and small Chrysler price range

Clipper - competing with Buick and Chrysler New Yorker

Packard - full blown luxury competitor to Cadillac and Imperial.

This would have eliminated the need for the Edsel.

By 1958 they would have had Ford as we know it. A Mercury based on the Ford body and chassis, like the Edsel Ranger and Pacer. Lincoln and Clipper using the Mercury- Edsel Corsair- Citation body. And Packard using the 1958 Lincoln body.

Very interesting what if. They could have avoided the Edsel debacle and save $250 million. And gained Packard's plant and dealer network and other assets. Could they have bought Packard for $250 million? It might have made better sense than spending it on Edsel.