The History of Packard
America’s Luxury Motorcar Legacy
For more than half a century, Packard was a symbol of American engineering excellence, refined luxury, and prestige. Known for their slogan “Ask the Man Who Owns One,” Packard automobiles represented quality, innovation, and style at a level unmatched by many competitors in their heyday. From its founding in 1899 to its final car in 1958, Packard’s story is one of bold innovation, fierce competition, and eventual decline — a cautionary tale for the American automotive industry.
Founding and Early Years (1899–1903)
Packard was founded in 1899 in Warren, Ohio, by brothers James Ward Packard and William Doud Packard, along with investor George Lewis Weiss.
- James Ward Packard (1863–1928) was an electrical engineer and inventor. He graduated from Lehigh University in Pennsylvania and co-founded the Packard Electric Company, which produced incandescent lamps and electrical components.
- William Doud Packard (1861–1923) was also an engineer and businessman, focusing on manufacturing and operations.
- George Lewis Weiss was a wealthy New York investor with an interest in advancing automotive technology.
The Packard brothers initially entered the automotive field after James Ward Packard purchased an early Winton automobile in 1898. Dissatisfied with its quality and reliability, Packard famously told Alexander Winton he could build a better car — and then set out to do exactly that.
The first Packard automobile, the Model A, was completed in November 1899. It was a single-cylinder, 12-horsepower vehicle that demonstrated exceptional craftsmanship compared to other cars of the era. Production began in Warren, Ohio, at a small facility, but demand quickly outgrew the plant’s capacity.
Move to Detroit and Growth (1903–1920)
In 1903, Packard relocated to Detroit, Michigan, where they built the state-of-the-art Packard Motor Car Company Plant on East Grand Boulevard. The move gave Packard better access to skilled labor, suppliers, and transportation infrastructure in the heart of America’s burgeoning automotive capital.
By the 1910s, Packard had established itself as a premier luxury car manufacturer. While Ford focused on mass-market vehicles like the Model T, Packard targeted affluent buyers with meticulously engineered cars. They pioneered several innovations:
- First production car with modern steering wheel layout (1901)
- Introduction of the “Twin Six” V12 engine in 1915, offering smooth power delivery and performance unmatched at the time
- Early adoption of enclosed passenger compartments
During World War I, Packard manufactured Liberty aircraft engines for the U.S. military, enhancing its reputation for precision engineering.
Interwar Years and the Golden Age (1920–1939)
The 1920s and 1930s were Packard’s golden era. Their cars became synonymous with wealth and status. Celebrities, politicians, and business magnates owned Packards, and the company maintained a position at the top of the market alongside Cadillac and Lincoln.
Milestones during this period:
- 1923: Introduction of the Packard Single Eight, a straight-eight engine that became a company hallmark.
- 1924: Adoption of four-wheel brakes on all models.
- 1930: Release of the Packard Speedster Series, a high-performance luxury car.
- 1932: Debut of the Packard Twelve, replacing the Twin Six, offering 160 horsepower in a refined package.
Packard weathered the Great Depression better than many luxury automakers by introducing lower-priced models such as the Packard One Twenty in 1935, broadening their customer base without sacrificing quality.
World War II and Postwar Dominance (1940–1950)
During World War II, Packard again contributed to military production, building aircraft and marine engines. They notably produced the Packard-built Rolls-Royce Merlin V12 engines for the P-51 Mustang fighter aircraft, an achievement that cemented their engineering prestige.
Postwar America saw booming car sales, and Packard initially thrived. The company launched sleek new designs like the 1948 “bathtub” Packards, and sales in 1949 exceeded 100,000 units in the U.S. Packard’s marketing campaigns emphasized craftsmanship, tradition, and prestige, using the famous slogan “Ask the Man Who Owns One.”
Hardships and Struggles (1950–1956)
Despite early postwar success, Packard faced mounting challenges:
- Styling Issues – By the early 1950s, Packard’s conservative styling began to appear dated compared to flashier competitors like Cadillac, which embraced tailfins and chrome-heavy designs.
- Lack of Economies of Scale – Packard’s smaller production volumes made it difficult to compete on price and innovation with larger rivals.
- Dealer Network Limitations – Packard had fewer dealerships nationwide than GM brands, limiting their reach.
- Technological Lag – While mechanically sound, Packard was slower to adopt automatic transmissions and modern power accessories initially.
Merger with Studebaker (1954)
In an attempt to secure long-term survival, Packard merged with the Studebaker Corporation in 1954, forming the Studebaker-Packard Corporation. Studebaker had been in operation since the 1850s, originally as a wagon manufacturer before transitioning to automobiles in the early 1900s.
The merger was intended to combine resources, expand dealer networks, and create economies of scale. Unfortunately, Studebaker was in worse financial shape than Packard realized. The combined company struggled with losses, outdated manufacturing facilities, and poor market perception.
Decline and Final Years (1956–1958)
By 1956, Packard was producing vehicles in Studebaker’s South Bend, Indiana, facilities. The last true Detroit-built Packards rolled off the East Grand Boulevard plant line in 1956. The 1957 and 1958 Packards were essentially restyled Studebakers with Packard badging, which alienated loyal customers.
The final model was the 1958 Packard Hawk, a sporty coupe based on the Studebaker Golden Hawk. Sales were dismal — fewer than 2,000 units sold in 1958 — and Packard ceased production entirely that year.
Most Popular Model
The Packard One Twenty (introduced in 1935) was arguably the brand’s most popular model. Affordable yet luxurious, it sold over 50,000 units in its first year alone in the U.S., and its global sales helped Packard remain profitable during the Depression. It attracted middle-class buyers eager for a prestigious nameplate at a reasonable price.
Marketing Campaigns and Strategies
Packard’s most famous marketing slogan, “Ask the Man Who Owns One,” ran for decades, emphasizing customer satisfaction and pride of ownership. Advertisements often featured images of distinguished men and women arriving at country clubs or grand hotels in their Packards, reinforcing the brand’s elite image.
Racing Programs
Packard was not heavily involved in competitive racing programs like some other manufacturers, but their engines were used in various endurance and speed trials. Marine engines powered racing boats, and the company’s aircraft engines indirectly competed in wartime aviation races for dominance.
Factory Operations
At the Detroit plant, Packard’s manufacturing process emphasized hand-fitted components and meticulous quality control. Cars were often test-driven before delivery, ensuring a level of craftsmanship uncommon in mass-produced vehicles of the era.
Consumer Reception
For much of its existence, Packard enjoyed an excellent reputation among U.S. consumers. Owners praised reliability, comfort, and understated elegance. However, by the late 1950s, the perception shifted: the rebadged Studebaker-based Packards were seen as inferior to the brand’s heritage, leading to a sharp decline in loyalty.
Sales Figures
- First model (1899 Packard Model A) – Fewer than 10 built.
- Peak U.S. sales – Over 100,000 units in 1949.
- Last model (1958 Packard Hawk) – Under 2,000 units sold.
- Most popular (1935 Packard One Twenty) – ~50,000 units in first year, over 100,000 during its production run globally.
Defunct Status and Reasons
Packard ceased operations in 1958 due to:
- Failed merger with Studebaker
- Declining sales and market share
- Styling and innovation lag
- Loss of brand prestige due to badge-engineered models
Legacy and Outlook
Today, Packard exists only in the memories of enthusiasts and in classic car collections. Several clubs, such as the Packard Automobile Classics (PAC), preserve the history and restore surviving vehicles. Packard’s legacy is that of a company that once set the standard for American luxury cars, whose fall underscores the importance of adapting to changing markets.
What Made Packard Different
Packard differentiated itself by:
- Exceptional engineering quality
- Conservative, timeless styling
- Focus on customer satisfaction
- Prestige built on consistent performance rather than flashy gimmicks
Conclusion
From its modest beginnings in Warren, Ohio, to its grand Detroit factory and eventual decline in Indiana, Packard’s history is a rich tapestry of American innovation, luxury, and resilience. While the nameplate has been gone for decades, the cars remain treasured artifacts of a time when “Ask the Man Who Owns One” was both a slogan and a promise fulfilled.
