rarely has Detroit seen anything to liken with the extravaganza that was unleashed when the 1937Fordswere put in ! The day of the month was November 6 , 1936 , and Sales Manager William C. Cowling spared no effort in get the new exemplar off to a good start .
Ford Image Gallery
Presently , the light broadened as a sprite – a 12 - year - honest-to-god girlfriend with halcyon curls – untwine herself from the allegory . Running graciously to one side of the stage , she summoned her fellow sprite , pixie , and gnomes , who appear suddenly from various side entrances .
A huge , boiling cauldron then arose at center stage , and , one - by - one , giant replicas of Ford V-8 parts , each stand for some characteristic of the 1937 models , were expose to the brilliance of the spotlight – and tossed , then , into the steaming cauldron : a front pilot , an instrument panel , variousenginecomponents , a radiator grille , a arse shock absorber ….
Then abruptly , as colored visible radiation illuminated the leg , the smoke vanish and the elves go away . A shiny Club Coupe , a freshman to the Ford line for 1937 , rose up , circled the stage , and made its way down a ramp to the chief base . It was a outstanding way for anautomobilecompany to give its new mathematical product pedigree , and a rotatory concept in merchandising .
The truth is , Ford needed a flashy presentation if it wanted to capture the public ’s attention , for 1936 had not treat the company kindly despite increase yield . After beatingChevrolethandily during the 1935 mannequin year . Ford drop away behind Chevrolet in 1936 , with sales falling behind those of its pixilated rival by more than 23 percent .
In any case , several constituent accounted for Ford imprison behind . For one thing , a unlined sword " Turret Top " had been featured by all 1936 Chevrolet models , keep open only the stock cabriolet . For another , the Master serial offered the comfort of sovereign frontsuspension– companionship taxi called it " Knee - Action " – at no additional cost , while Ford clung to the traditional solid I - electron beam axle , suspend by means of a transversal folio spring , just as it had been in the days of the Model T.
But Knee - Action was n’t new for 1936 , and neither was the Turret Top , feature article that had already appeared , respectively , on Chevrolet ’s 1934 and 1935 Master models . What was new that year was the Chevy’sbrakes .
Thanks , in some measure , no doubt , to a highly effective publicizing linebacker blitzing by fast - rising Plymouth , the populace had awakened to the vantage of hydraulic " juice " brake , which by 1936 had been adopted by virtually every American car manufacturer – Pierce - Arrow , Willys , Lincoln , and Ford being the exceptions .
For more on the 1937 Ford lineup , continue on to the next page .
For more data on cars , see :
1937 Ford Lineup
In introducing the 1937Fordlineup , the company was determined to regain the cut-rate sale lead . This time . Ford , too , had a " New all - steel top [ that ] sweeps back in an unploughed line , " though it was n’t – and thanks to right of first publication police , presumably could n’t be – called a " turret . " Styling was completely revised , a " Brilliant new design that hit the modern note in sleek smasher , " Ford shoot a line . " A all-inclusive roomycarwith a low center of gravity – curved shape flowing tight from front to back and from side to side . "
The sharp vee’d grille was clear copied from the sensationalLincoln Zephyr , introduced just a twelvemonth earlier , and the strong-armer was hinged at the rear , opening " gator " manner .
There were mechanical forward motion for 1937 as well . The steering ratio was lowered , reduce the amount of effort required – though at the cost of some additional bicycle - wind . Even thebrakeswere retool .
Henry Ford , approach his 74th birthday by this sentence , and more stubborn than ever , insisted on " the rubber of steel from pedal point to wheel . " In his mind , hydraulic brake were simply out of the question . rather , Ford offered its traditional mechanical binder , self - energizing this time : " … elevator car momentum is used to aid apply the brakes . Thorough tests show that about one - third less treadle pressure is required to stop the motorcar . "
There was a downside to the new brakes , controlled now by substance of steel cablegram house in flexible steel conduit . A dyad of disadvantage , in fact : In the first place , the sound effects , squeaking and juddering , were unpleasant . And where weather conditions were severe , the cables sometimes tended to corrode – which , of grade , could lead to some dicey situations .
On the other hand , when properly maintained , the cable brakes were considerably more good than the rod cell - command mechanicals with which the 1936 Ford had been equip .
The 85 - horsepowerV-8engine , a Ford scoop in the low - price theatre , had been improved in a number of obedience . Water - ticker capacitance was increased by nearly one - third to 45 gallons per minute , and the pump was relocated to the upper front of the block where it could push the weewee through the jacketing instead of wet-nurse it through . principal bearing were enlarged to 2.4 inches , and insertbearingswere hire in lieu of the former poured - Babbitt metal type .
Ford also claimed improvement in animate being comforts for 1937 : " mastermind and build throughout for the quiet you expect of a quality automobile . The new designed outflow are atmospheric pressure lube for quiet surgery . young methods of mounting body and engine , body insulation , unexampled exhaust fumes piping and muffler mounting , improvements in rearward axle and ride shaft all bring to a young standard of unruffled . … Comfort of the Center - Poise Ride is further increase by tranquil activeness of the long - tapering springs . … unexampled instrument panel is smart and practical , with all gauges group for rapid reading . Starter button on instrument jury . Parking bracken lever at left under instrument panel . Adjustable gadget driver ’s seat uprise as it slip . "
With all these changes for 1937 , Ford encouraged prospective buyers to " prove it in item – and see how The Quality Car in the Low - Price Field is more than ever The Universal Car . "
Seventeen distinct model were offer , all told , and Ford ’s practice of offering two trim levels was keep . The base series , which would become have a go at it as the Standard line commencing in 1938 , lie of a three - passenger coupe , Tudor and Fordor " flatback " saloon , and Tudor and Fordor Touring Sedans , the last two fitted with built - in shorts .
The DeLuxe series was incorporate , in addition to these five mannequin , of the new Club Coupe , a woody station coaster wagon , and no less than five fashionable subject types : Cabriolet , Club Cabriolet , four - doorway Convertible Sedan , Phaeton , and a Roadster . The last - named , incidentally , would disappear after the 1937 season , and the Phaeton would exit a year later .
DeLuxe equipment included dual tail - lamps , double wiper , walnut woodgraining on the window moldings and dash , chrome - plated radiator grille and windscreen systema skeletale , rear armrest , twin electric air saddle horn , " banjo"steering rack , locking boxing glove - compartment door , and clock .
shut model were crop in a pick of mohair or broadcloth , while exchangeable buyers could select between Bedford electric cord and antique - finished leather . Leather was used in both the phaeton and the roadster , while rumble arse throughout the melody were upholstered in caricature leather .
To find out more about the 1937 Ford purpose , stay on on to the next page .
1937 Ford Design
Credit for the 1937Forddesign has often been delegate to Ford hairstylist Bob Gregorie , but Gregorie himself disclaimed province , noting that he was busy at that time preparing the 1938Lincoln - Zephyr . Apparently it was the Briggs Manufacturing Company faculty that did the job . Working under the leadership of John Tjaarda , the Briggs crew included Alex Tremulis , Bob Koto , and Phil Wright – all of whom were stylists of considerable stature .
This much we know : Henry Ford , who was never one to go away his subordinates alone , in person regularise that the railway car ’s overall length be reduced from 182.75 inch to 179.5 . The difference of opinion may not sound like very much , but it was enough to scotch the proportions envisioned by the stylists , and the railroad car – especially the flatback sedan chair – looked stubby .
The later , great Gordon Buehrig , chief stylist at Duesenberg during that marque ’s golden years , once annotate that " good design is mostly a matter of proportion . "
The badly clobber American economy had made a rather substantive , though uncomplete , recovery during 1936 . a trend that continued well into 1937 . By ( calendar ) year ’s end , Ford had build almost 57,000 , or 7.2 percent , more cars than it had bring about during 1936 .
The difference was not to be seen on the bottom line , however , for , ironically , net profit of $ 6.76 million were just more than one - third the late yr ’s figure . There were a numeral of reasons for this . Tooling for the seamless steel top , the 60 - horsepowerengine , and other institution was reflected in the gamey toll of bringing the 1937 Ford into production .
Meanwhile , astonishingly , Chevroletproduction dropped about 11 percent for the class , with the event that Ford fall within 20,000 units of matching Chevy . Parenthetically , it ’s interesting to take down that 1937 ’s great gainers were medium - priced car such asBuick(up 26 percent),Pontiac(up 32 percent),Chrysler(up 51 percentage ) , and Nash ( up 62 percentage ) .
But late that summer , shortly before the unveiling of the 1938 modeling , the nation get to slip into a sharp recession , and automobile cut-rate sale tumbled dramatically . Compounding the problem , as far as monger were refer , was a Brobdingnagian armoury of used cars , taken in trade during the spring .
Continue on to the next page to learn about the 1937 Ford DeLuxes .
1937 Ford DeLuxes
cut-rate sale were down forFordas 1937 Ford DeLuxes and other mannikin suffered as a result of dealerships overcrowd with usedcars . luckily , help was on the style .
On December 22 , 1937 , Edsel Ford announce the appointment of John R. " Jack " Davis as general sale director , replace the retiring William Cowling . Evidently the change was a welcome one as far as the dealer were concerned , for while Cowling was an excellent public relationsman , Jack Davis was a " salesman ’s salesman . "
Aware that a surfeit of used car crowd the lot of almost every automobile bargainer in the land , not just those hold the Ford franchise , Davis approachedPackard’sAlvan Macauley , serving at that time as president of the Automobile Manufacturer ’s Association , with a plan . Thus , at Jack Davis ’s urging , " Used Car Week " was observed all across the country early in March .
" The result , " as Ford historiographer Nevins and Hill have noted , " was salutary . By agreement , the poorest cars were burned , the conflagrations of these clump ' arousing the interest of many communities . The Ford organisation had learn its dealer so much about used cars that it led all companies with a sale of more than 57,000 vehicle , reducing its used car stock by 22,804 units . "
No doubt , the disposition of so much of the used railcar stock-taking was of some help to new - car sale , but even so , 1938 was not a honest class for the monger or automakers . Ford ’s production , like that of many of its contender , was cut by more than half .
There were no major mechanical changes in the fresh models , but in terms of styling , Ford establish a two - track policy that year – probably in Leslie Townes Hope of increase its appeal via a broader exemplar kitchen stove .
The 1937 sheetmetal , qualify by the use of a revise grille that sweep the horizontal upper grille bar into the hood side - vent area , served for the Standard ( nee"base " ) series . Up back , the 1937 ’s complimentary - standing taillights were supersede by neat teardrop - shaped taillights . Inside was a mahogany - aspect splashboard finishing .
The Standard models were relatively ascetical , featuring only onewindshield wiper , one taillight , and , within , just a single sun peak and armrest . Too ascetical – in January , Ford added a series of chrome bars to the grille .
The DeLuxe cars were " all Modern in visual aspect , " said the brochure . " It looks liberal and is big – with more elbow room in the shut sedans , more comfort for passengers and much larger baggage space . The front final stage is refreshfully novel and innovative with long cap . "
The quietly curving " heart - shaped " grill , also featuring horizontal parallel bars , was heavier and more telling than that of the Standard series . On the saloon , a recollective , flowing curve extended down the roofline all the elbow room to the rearward bumper , relieving the stubby 1937 look . within were " Fine Mohair or Broadcloth upholstery . Big limb rests in rear , each with ash tree tray . Handsome new instrument venire , eat up in walnut , with ivory plastic fitting . "
In terms of sheer dollar value , the DeLuxe Ford was severe to beat . For a fair $ 60 more than its stock counterpart , the DeLuxe Fordor was a roomier , more impressive , more completely equipped , and much better lop automobile , with the result that it outsold the cheaper elevator car by a three - to - one gross profit margin .
For more on the 1938 Ford Lineup , continue on to the next page .
1938 Ford Lineup
Also intemperately redone for the 1938Fordlineup was the post Plough , which this year came with standard slip glass in the rearward door and rearward quarters – that had cost $ 20 superfluous in 1937 . The projection screen - side mutant with side curtains was blue-pencil .
Previously place on the tailgate , the sparetiremoved inside into a special storage area behind the driver ’s seat . The Mrs. Henry Wood paneling was raw , and Ford ’s Iron Mountain , Michigan , plant now produce the forest body and shipped them straightaway to the various Ford assemblage plant . Previously , the Upper Peninsula facility had reduce and trim the wood element , which were then shipped to Murray Body Company ’s Detroit plant for forum .
Two of the more interesting Ford authorize add-on for 1938 were the rear fender shell ( skirts ) , at $ 9 for the brace , and rustless - steel wheel hub and talk covering , priced at $ 15 for a readiness of four . The latter added a bright touch to the otherwise dull wheels .
Also available was a $ 3 Kool Kushion for summertime quilt , radiator back for $ 1.25 , center bumper guard for $ 1.75 , route light for $ 5 , DeLuxesteering wheelfor $ 7.50 , crude oil filter for $ 3.25 , strain cleaner for $ 3.75 , tire mend kit for only $ .20 , and a long list of other base hit and appearance items .
For 1938 , the number of uncommitted body style was deoxidise by three . The unpopular flatback Tudor and Fordor sedans were miss from the 1938 Standard and DeLuxe crease , and the DeLuxe group also suffered the loss of the attractive – but slowly - merchandising – Roadster . And that was only the beginning . By 1939 , the Club Coupe , Club Convertible , and Phaeton would be all drop , to be followed the next year by the Convertible Sedan .
Had Edsel Ford had his own room , the 1937 and 1938 Fords would have been much more modern automobiles than those that were offered to the public . The misfortunate Edsel , the Ford Motor Company ’s nominal president , had long advocated the adoption of hydraulic brakes , independent front suspension , Hotchkiss Drive ( in stead of the hard , cumbrous torque tube ) , and a number of other improvements already feature by the competition .
How much of a difference that would have made to Ford sales event may be receptive to debate , but there ’s little doubt that thanks to Henry Ford ’s intransigence , his caller was headed for braggart fuss .
Even so , Ford produced its five - millionth V-8 in May 1938 , and in November the 26 - millionth Ford roll off the melodic line . And despite their anachronisms , Fordcarsof this menses were serviceable and long - live machines . power by the 85 - horsepowerV-8 , they were also clearly the performance whizz of their daylight .
For vehicle specifications of these Fords , proceed on to the next page .
1937-1938 Ford Models, Price, and Production
The 1937Fordlineup debut with a splashing , but give out to make a deep impact that could lay aside the struggling auto goliath . Still , both the 1937 and 1938 Fords make great collectible autos . Find system of weights , price , and production for the 1937 - 1938 Ford in the chart below.1937 - 1938 Ford : Models , Price , and Production
