22/03/2022
๐ง๐ต๐ฒ ๐ฅ๐ถ๐๐ฒ ๐ฎ๐ป๐ฑ ๐๐ฎ๐น๐น ๐ผ๐ณ ๐ฃ๐ฎ๐ฐ๐ธ๐ฎ๐ฟ๐ฑ, ๐๐ต๐ฒ ๐๐ผ๐น๐น๐๐๐ผ๐ผ๐ฑ ๐๐ฐ๐ผ๐ป
Most motoring enthusiasts from around the globe, and especially those who enjoy watching the good old Hollywood films, have certainly heard about at least some of the iconic American car brands such as Pontiac, Mercury, Plymouth, Oldsmobile, and even DeSoto. Pontiac being especially popular among the Breaking Bad aficionados. All of these iconic brands have one thing in common, in addition to the fact that they were all made in Detroit. None of them exist anymore. Sure, one can still see some of their models running around the streets today, but these brands have all been discontinued entirely. It is a sad thing to see, and weโre afraid that with the advent of EV technology, many more iconic brands will also fade into oblivion. But, what can we do, such is the nature of progress. New icons rise, as the old pass into the history books, hopefully never to be forgotten.
There is, however, one iconic American brand that is so rarely spoken about, it might be in danger of being forgotten entirely. And as car lovers ourselves, we simply canโt let that happen. A couple of days ago was the 50th anniversary of the release of The Godfather, a good excuse to watch it a 1000th time. We believe itโs fair to say that most people are familiar with the actors who played those iconic roles - Al Pacino, Marlon Brando, James Caan, Diane Keaton, etc. Yet, what struck us while watching the movie again was just how beautiful the cars in the movie are, and nobody seems to remember those, they fade away into the background like mere props. They donโt draw attention to themselves, yet they are essential for the overall look and style of the film. Two of the most beautiful among them came from the brand that is today all but forgotten, Packard.
In the film, Michael Corleone, the protagonist, for lack of a better term, drives a beautiful Packard Executive Sedan, but the star of the show is the 1941 Packard Custom Super Eight One-Eighty. It is the car in which Rocco Lampone takes out Paulie Gatto, and forgets to take the cannoli afterwards, much to the annoyance of his superior Peter Clemenza, who has to instruct him to, โLeave the gun. Take the cannoli.โ But Packards werenโt only in The Godfather, just a quick Google search will show you that they were genuine movie stars in their heyday. Those who love film noir would recognise the shapes, even if they didnโt know the names of the models. Fans of LA Noire, one of the best video games in recent history (itโs true, nobody can deny it), will also be familiar with the brand, as the game takes place in LA of the 40s when Packards were the talk of the town. But so will true crime buffs and readers of Neo-Noir crime literature by James Ellroy.
We've heard some automotive historians refer to Packard as the Cary Grant of cars, and incidentally, he did own a beautiful 1941 Packard 120 Convertible, but we believe that nothing could be further from the truth. Yes, Cary Grant was a huge star of the Hollywood Golden Age, yes he was the ideal target customer for Packard, however, Grant was a very modern kind of movie star, in the sense that one could imagine him playing James Bond today and his face and his style would hold up perfectly. Nothing about him would look out of date. Packard for us is more like the Humphrey Bogart of cars. Handsome, iconic, inimitable, nostalgia evoking, romantic and hopelessly old fashioned. A symbol of a time and place in history.
Interestingly, unlike any of the above mentioned discontinued brands, Packard wasnโt made by the Detroit big three - General Motors, Ford Motor Company, or Chrysler. It was its own company, with its own plant which today stands in ruins, a poignant symbol of the decline of the city's once vibrant auto industry. And yet in the 1920s Packard exported more cars than any of its competitors, and was the de facto official car brand of the Imperial House of Japan. Between 1924 and 1930, Packard was the top-selling luxury brand, and the only American luxury car company that could compete with European high-class giants like Rolls-Royce, Mercedes Benz, and the now-defunct Isotta Fraschini. While many Americans believe that Cadillac was THE luxury car, it never truly was, at least not on the level of Packard. Cadillac, while great and iconic in its own right, wasnโt really ever part of the highbrow niche that included Rolls-Royce, and others from the European automotive royalty.
Even though Packard became a synonym for luxury, its story is a true American, Horatio Alger type of rags-to-riches fable. The brand had a very humble birth in Warren, Ohio in 1899 when James Ward Packard and his brother, William Dowd Packard, built their first automobile. It was a simple buggy-type vehicle with a single-cylinder engine. Packard rose to fame with the fabled โGray Wolfโ, a race car built in 1903, by a French engineer Charles Schmidt. It featured a 24 horsepower, four-cylinder engine, two-speed transmission, and unusually for its age, an aluminium body. Choosing to focus on luxury instead of racing, Packard abandoned the lightweight concepts, and built the famous Twin Six V12, soon establishing themselves as the USโs leading luxury-car manufacturer. Not to be undone, Cadillac introduced their V-16 engine which lead to it overtaking Packard as the premier luxury car in America.
Not having the resources and power of GM behind it, Packard were forced to reposition themselves. They went from building ultra-expensive vehicles like the legendary Packard Twelve to building smaller cars which were probably the most beautiful cars the company had ever produced, and feature some of our favourites, like the stunningly gorgeous Packard One-Twenty, the above mentioned โleave the gun, take the cannoliโ One-Eighty, and the Packard Super Clipper, among others.
After WWII, even though they did build some great cars like the 250, the Pacific, the Patrician, and the Caribbean, the company never fully managed to regain momentum. Not even a merger with the Studebaker Corporation could save it, leading to its ultimate demise in 1956. Unlike some other brands, Packard was never reborn. This, once mighty, carmaker, the D'Artagnan to the Detroitโs three musketeers, shone briefly but it shone brightly, and in various ways, its legacy still shines today, through art, through pop culture, but most intensely through movies. After all, the silver screen was always where it felt most at home.
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