Indie Auto reader Jim Volgarino suggested that I check out the Internet Archive for hard-to-find automotive literature. That was terrific advice. One publication I have been exploring is Consumer Reports in the early postwar period.
For example, the October 1945 issue includes an article about what to expect from the first postwar models, which at press time had only begun to be introduced. When it came to what the magazine referred to as the “economy group” of cars, Consumer Reports wrote:
“In 1942, there were available four cars which cost less to operate than the ‘Big Three’ group. These were the Studebaker Champion (a consistent ‘Best Buy,’ and almost certain to remain so in the 1946 version), the Nash 600, Willys and Hudson 20. The Nash 600 for 1946 has already been announced, and it will have few changes over the earlier model. Willys has announced the ‘civilian jeep,’ but so far has said nothing about passenger cars. Plans for the low-cost Studebaker have not yet been made public. It is likely that this ‘economy group’ will have some new members soon, for the new ‘light’ cars promised by Ford and Chevrolet for mid-1946 will undoubtedly fall into this classification, and Mr. Kaiser of ship-building fame may also have an entrant into this field.”
As it turned out, none of the Big Three introduced “light” cars, Willys did not return to passenger-car production until the early-50s, Hudson abandoned the low-priced field, and the new Kaiser was a large, premium-price entry. Studebaker would initially produce a narrow line of slightly modified 1942 Champions but in the spring of 1946 would introduce a new design that was a notch larger, heavier and more expensive. In 1949 Nash would follow suit by plumping up the 600.
Also see ‘1946 Hudson shows what made automaker so important — and vulnerable’
In other words, by 1949 there were only two “light” cars left and they did not offer as much of an advantage in size, weight and price over the Chevrolet, Ford and Plymouth as prior to World War II. Even so, the smallest and cheapest of the light cars — the Studebaker Champion — also sold by far the best of the independent automakers in the early postwar period. More than 343,000 Studebakers left the factory in 1950, and 79 percent of those were Champions.
1953 Willys Aero and Hudson Jet ads. Click on images to enlarge (Old Car Advertisements).
Rambler eventually dominates light car field
In the early-50s four independent automakers would come out with compacts, but it wasn’t until 1953 that the Willys Aero offered the first four-door sedan which fit six passengers. Alas, as we have discussed here, the Aero’s price was arguably too high to offer a strong alternative to Big Three cars. The 1953-54 Hudson Jet succumbed to a similar fate.
Only the Nash Rambler was able to generate decent sales during 1953-55, perhaps partly because of its lower prices and broader range of body styles — including popular two- and four-door wagons.
Meanwhile, Studebaker essentially walked away from the economy family car market by increasing the size, weight and price of its Champion in the 1950s. For example, in 1954 a base Champion two-door sedan was priced $1,758, which was higher than the equivalent Chevrolet, Ford and Plymouth and a good $200 more than a Rambler.
Is it surprising that Rambler output surpassed that of the Champion from 1954 onward? The Rambler essentially filled the void in the market left by Studebaker and went on to become a favorite of Consumer Reports . . . and one of the most successful American cars of the late-50s and early-60s.
NOTES:
Prices, specifications and production data from the auto editors of Consumer Guide (1993, 2006; 2002) and Automobile Catalog (2023).
RE:SOURCES
- Auto editors of Consumer Guide; 1993, 2006. Encyclopedia of American Cars. Publications International, Lincolnwood, IL.
- ——–; 2002. Cars of the Fascinating ’40s: A Decade of Challenges and Changes. Publications International, Lincolnwood, IL.
- Automobile Catalog; 2023. “Search Automobile Catalog.” Accessed Nov. 22.
- Consumer Reports; 1945. “Advice for Buyers of Postwar Cars.” October issue: pp. 258-260.
ADVERTISING & BROCHURES:
- oldcaradvertising.com: Hudson Jet (1953); Studebaker (1947); Willys Aero (1953)
In October, 1945, almost all automakers were converting most of their manufacturing plants and foundries to automotive and truck production, but they were working with limited resources in terms of things like sheet metal and raw materials. This was part of the motivation behind Charlie Sorenson at Willys-Overland looking at simple ways to build Jeep-based post-war vehicles. Ford was thinking about the V-8 Ford 60 Vedette and Earle S. McPherson was dangling the “Cadet” at Chevrolet. No wonder there was talk of small light cars; but, when automakers had five years of selling everything they could make, why build small light cars ?
James, you may well be right that the seller’s market worked against the development of light cars. However, a countervailing trend was also at play — the growth of suburbia. In the 1940s the Automobile Manufacturers Association did a study of car-usage patterns and found that most trips were for 13 miles or less, recalled George Romney. He was general manager of the industry trade group from 1942 to 1948.
“I concluded way back then that you didn’t need a great big, several-ton car to go to the drug store to get a pack of bobby pins,” Romney said in a 1994 presentation (go here for further discussion).
Yes, that is true. However when you want to haul the family and all its gear to to some cabin in the North Woods or visit Grandma for Christmas it is essential. The postwar era was one of prosperity but two car families were still uncommon and the second car was usually a used one.
It depends on what we’re talking about. A late-40s Studebaker Champion could work fine as single car for a young family. Also keep in mind that even a relatively small demographic slice can add up to enough of a market for a niche product.
The Automobile in American Life and Society has an essay on how suburbanization and changes in gender roles led to meaningful shifts in automotive usage between the end of WWII and the late-1960s (go here). Some key points:
— By 1955, 55 percent of those with incomes over $10,000 lived in suburbs.
— By 1960, 15 percent of families owned two or more cars — which would rise to 28 percent only one decade later.