Business & Finance: Fashions of 1938

Alfred Reeves is a neat, bustling little man of some 60 years who holds the distinction of having been the first U. S. automobile editor (on the New York Mail in 1902). Then he became sales-manager of the long-extinct U. S. Motor Co. and in 1913 took over the management of the Automobile Manufacturers Association, then called the National Automobile Chamber of Commerce. Thus occupied ever since, he has seen the A. M. A. grow into one of the nation’s most potent trade groups. One of Al Reeves’s jobs as A. M. A. vice president and general manager is running the annual U. S. Automobile Show. Last week Impresario Reeves was up to his fenders in work preparing Manhattan’s hulking Grand Central Palace for the opening this week of the 38th show.

From the viewpoint of the public, the annual Automobile Shows—opened by the Manhattan show (staged by the manufacturers) and followed immediately by 44 shows in other cities (staged by dealers)—are eagerly anticipated pageants where the nation’s most progressive industry displays new and wonderful improvements in U. S. mankind’s most basic luxury. Improvements in 1938 automobiles are. however, neither new nor wonderful. Cars look virtually the same as last year, save for a few refinements of streamlining. Only one newcomer, a midget car named Bantam, makes its debut. Mechanical advances are meagre.

From the viewpoint of automobile makers & sellers, the Automobile Show is considered the best means of “kicking-off the industry to a good start.” To the industry, this year’s kick-off looks good because the slight changes in car appearance mean that few expensive changes in plant and tooling were necessary to launch the new models. The lack of newcomers and new gadgets means that dealers can continue in their accustomed sales routines. And prices, already raised some 5% in August, are generally being raised some 5% more with the show. Having ridden a rough road in 1937 because of unprecedented Labor troubles, U. S. automobile men last week were noticeably free from the gloom of Wall Street (see p. 63).

Kickoff. At this week’s show and its affiliated displays about town, beside the usual clutter of gadgets, accessories and stripped-down engines and chassis, the prospective buyer will have a choice of 22 passenger cars, 20 of them U. S.-made, two foreign.* The U. S. list:

Bantam. The sole newcomer to U. S. automobile ranks is this week to be seen at Manhattan’s Hotel Roosevelt, having been denied space in Grand Central Palace because American Bantam Car Co. has not been in production a year. Practically the same size, but better streamlined and twice as powerful as the ill-fated American Austin (now defunct, though Austin Motor Co. Ltd. still prospers in Europe), the Bantam is being made in the old Austin plant at Butler, Pa. under the leadership of a onetime Austin salesman named Roy Samuel Evans who has had a genuine Horatio Alger career (see p. 63). Made up as coupé, roadster or truck, the Bantam “60” is 120 in. overall, has four cylinders, is claimed to get 60 mi. per gal. of gas, 60,000 mi. per set of tires, 60 m.p.h. speed. Production begins this month, is scheduled for 10,000 for the coming year, 60% trucks, 40% passenger models.

Buick comes in four series, all straight-eights, with convertibles available in the first three. Optional at $102.25 extra on the low-priced Special Series 40, not available on higher-priced models, is an automatic gear-shift—a lever at right angles to the driving post just below the steering wheel. One movement is necessary, all others are automatic, eliminating 80% of clutch operation, cutting engine r.p.m. 18% by a new fourth speed. Also new is coil-type rear-springing.

Cadillac has five 1938 lines: Cadillac Sixty, V8, Sixteen, Fleetwood, LaSalle. Only new motor is in the Sixteen, which has 1937’s 185 h.p. but less weight and size. Fleetwood claims the world’s roomiest body; Sixty has no running boards. All models have gear lever on the steering post, but shifting is not automatic.

Chevrolet comes in the same two series as 1937—Master and Master Deluxe. Major mechanical change: new-type clutch based on a diaphragm principle used in heavy-duty railroad couplings but never before in automobiles, said to be more rugged, lighter, easier to operate, engaging more uniformly. The body has a redesigned hood, larger luggage compartment.

Chrysler comes in two series—Royal and Imperial. Principal change is the abandonment of the Airflow body type of last year, though its engineering principles are retained. The low-price Royal has been lengthened from 116 to 119 in. wheelbase, the Imperial from 121 to 125. Both have larger hydraulic brakes, bigger engines, redesigned hoods.

De Soto this year comes in seven body types, two of them convertibles. A massive new frame, approximately 5 in. wider at dash line, 7 in. near the front wheels. reduces sway. Wheelbase has been lengthened from 116 to 119 in., radiator redesigned.

Dodge has few startling changes—new-radiator ensemble, improved dash, two-way adjustable front seat. Its ten body types include two convertibles.

Ford. Henry Ford is not an A. M. A. member and would therefore (according to custom) get inferior space at the Automobile Show proper. This week his debutante was on view on upper Broadway with enough changes to startle all comers. For the first time since 1908 Ford is offering two models unlike in appearance and interior appointments. Last year’s Fords came as the V-8 standard or de luxe, almost identical save in power. The new de luxe model looks like the 1938 Lincoln Zephyr (see below), has a hood that curves down over the grille in a pronounced “widow’s peak.” The new standard is more like the 1937 type, but has greater flow in lines. Both cars have the same chassis. The de luxe comes in eight body types, the standard in three.

Graham has been dressed up more radically than any other 1938 model, with fenders and radiator grille both showing a pronounced forward rake, headlights faired into the front of the fenders. Doors are extrawide. Dashboard has a tacho-speedometer, showing r.p.m. as well as m.p.h. Optional is a gearshift lever running out from beneath the dash.

Hudson & Hudson Terraplane are both longer, lower, sleeker. Hudson comes as an eight or a six. Terraplane as a six. Both have an improved version of the electric gearshift lever on the steering column which was the first of its kind ever mass-produced when introduced two years ago.

Hupmobile, back in the running after an 18-month layoff, has basically the same motor as before, a refined body style five inches wider than before. It has two models, a six and an eight, with choice of three body styles. Hupp is particularly proud of an exclusive method of honing cylinder walls to provide perfect fit for the pistons in operation.

Lincoln is virtually unchanged but Lincoln Zephyr has a new teardrop nose with the grille so low it resembles nostrils. From dash to floor is the housing (called “laundry chute” by factory hands) containing radio and heater. High on the side of the housing, out of the way of knees, I protrudes the gear shift. Wheelbase has been lengthened from 122 to 125 inches. For the first time there is a convertible model.

Nash this year comes in the Ambassador Eight Series, Ambassador Six Series and LaFayette Series. About the same as 1937 in looks, they have simplified engines and the first automobile winter air-conditioning systems—self-contained units under the cowls which are said to eliminate drafts, dust and windshield fogging as well as to keep the occupants pleasantly toasted all over. Optional is an automatic vacuum gear shift with controls on the dash.

Oldsmobile in 1938 comes as a six or eight, both having optional automatic gear shifts and steering wheels with only two spokes, giving clear view of dials. Body lines are lower. Side panels of hood are unique in having invisible heat outlets. Battery is under the hood.

Packard has four models—the six, the eight, the super-eight and the twelve. The extremely successful “120” which helped to pull the company back from the depths two years ago is this year known as the eight and is seven inches longer. The six has ‘been lengthened the same amount. Fenders are more streamlined, luggage compartments larger, but appearance is much the same as 1937. The same holds true for the super-eight and twelve cylinder models. Major mechanical change is a new type of rear spring suspension to give a “soft” ride.

Plymouth has refinements in line and in its unique rubber engine-mountings. Windshield has more effective visual area and is automatically defrosted by warm-air vents. Steering is said to be 30% easier. There are eleven body types, one convertible.

Pierce-Arrow is still languishing in reorganization embellished with rumors that Postmaster General James A. Farley is to become salesmanager. Underwriting of some $11,000,000 is proposed to finance a cheap Pierce in the spring. Meanwhile Pierce is showing its expensive eight and twelve, both practically unchanged.

Pontiac is another car with gear shift optional on the steering column. Coming as a six or eight in eight body types, one of them convertible, Pontiac has new front-end styling, safety padding on the back of the front seat, battery under the hood.

Studebaker has its gearshift lever protruding from under the dash, working the transmission by utilizing the vacuum in the manifold. Styled as the President eight. Commander six and Studebaker six, all Studebakers this year are approximately six inches wider than last, have automatic ”hill-holders” (optional on the Studebaker six), stronger frames, bigger brake-lining surfaces. Studebaker claims the industry’s largest luggage compartment.

Willys is unchanged in any major detail. There are three coupé models, three sedans, all wee as ever.

*Fiat and Talbot.