Re: Merger of Nash/Kelvinator, Packard & Hudson

Posted by 58L8134 On 2015/4/24 18:10:02

Hi Paul

Hidden headlights on a production car then would have definitely rendered a unique look for Packards. Whether it would have tipped the market response in their favor..... well, couldn't hurt!

As background to how the Edsel came to be, read Make Them Shout Hooray! by Richard Stout. Prior to his interlude at Packard, he was in product planning at Lincoln-Mercury. He relates how L-M planners analyzed the price spread of FoMoCo competitors verus their cars, discovering the $500 price gap between Mercury's priciest and the basic Lincoln, this was 1950. A nicely integrated program was modeled on the GM A, B & C Body program; to have Ford and Mercury share the smaller shell, Lincoln and a newly-developed nameplate share the larger; think Chevrolet-Pontiac A-bodies, B-C bodied Olds-Buick-Cadillac. There were to be only four makes but more thoroughly cover the step-up price spreads.

The meeting at which the plan was presented went well until Ernie Breech showed up, blew up at the L-M people for being so presumptuous to develop an audacious plan without 'official' Ford approval and/or input. The L-M folks returned to their offices rebuffed and contrite, tails-between-their-legs, put the plan quietly aside after that unpleasant encounter.

Sometime during 1952, another study for a potential new upper-middle-priced nameplate was initiated again, this time from the Ford front office. By then, the Mercury to Lincoln price gap had grown to $1,000. In typical autocratic corporate practice, a good idea was only good if it comes from the right source. Over the following year or so, it was studied ad-infinitum then simply tapered off to no action....until.

Again, late 1954, now that demographic studies had indeed ascertained the rising affluence of the middle-class and a real price gap between Mercury and Lincoln (surprise). A partial response arrived with the 1955 Mercury Montclair, the success of which in comparison to Clipper irritated Nance. A more targeted effort was Special Products Division charged with developing a new upper middle-price nameplate to be introduced for 1958. Somehow, between initiation and introduction, the defined price spreads for Mercury, the E-car and even top-line Fords became muddled, with considerable overlap. And still left a $1,000 gap for 1958 between Mercury Park Lane and Lincoln Capri, so much for the original objective. Millions spent to create simply another mid-market competitor, this time from in-house.

Ironically, the E-Car program initiated in 1950 for 1952 introduction could have established itself in the generally rising market through 1955. Perhaps even well enough to withstand the late decade mid-market stake-out that claimed Edsel, DeSoto, et al; seriously wounding others.

If Ford had acquired Packard earlier in the decade, say by 1951-1953, what might have become of it? Taking 98, Roadmaster and New Yorkers as opposition, Clipper Deluxe and Cavalier could have filled out $1,000 gap. Packard itself was more problematic. While Lincoln Capri undersold Patrician it was still perceived as a luxury car, promoted as such, plus it had influential champions. Ford (the company) might have benefitted from premium luxury cars to oppose Cadillac 60 Special and 75 but first would have to overcome the objections of Fords (the family). Whatever else Lincoln was, it was still regarded by the family as their late husband and father's cherished make, the only place where he exercised control and was allowed expressions for his refined taste. To elevate another nameplate above Lincoln, even one storied as Packard, would have been a bitter pill for the family. And they still held the purse strings and considerable power.

One can be sure that if Ford had acquired Packard, the essential character of the cars would have submerged into general corporate ethic and become simply variations of their line-mates. Unlikely under their auspices would have been any drive to create a finely-engineered, high-quality, bespoke "American Mercedes". Well, other than that mounted for the Continental Mark II, the ultimate Ford family vanity project.

Steve