Crisis Coupe: The American Wartime Compact Light Car Projects
Jul 12, 2023
16:28
A classic car connaisseur dives into the secret 'light car' compact car projects made during the Second World War by American carmakers to keep the nation on the move. Most project were cancelled, like the Chevrolet Cadet by General Motors, others continued in Europe as small cars, like the Ford Vedette. We also look into some other American small compact cars of the 1950s, like the Hudson Jet and Nash Rambler trying to fight the fullsize tailfinned regular cars.
There is a common thread in this.
Where was the demand for small cars? ONLY FROM GOVERNMENT OFFICIALS. They didn't want "those people" sullying the roads with cars that were bigger than what they, the Elites, thought the Little People should have.
Government demands and incentives, led to creation of all these cars. The Henry J was created by Kaiser-Frazer...it was basically a finishing job of a car that was designed by Budd Company. K-F was in trouble right from its creation - Henry Kaiser didn't understand the auto industry; he had gotten rich off GOVERNMENT CONTRACTS.
His auto company was in trouble (but not his other businesses) and this, he thought, was a way to get tax credits and goodwill from the people who really counted - in government.
He built, he shipped, and few people bought. They simply didn't want slow, small cars.
The price didn't help, either. Here's something few understand: It's almost as expensive to build a small car as a large one. All the overhead - the designers, the testing, the stamping presses, the foundries, all cost the same. Raw steel is cheap.
So a small car is going to cost nearly as much as a large one. But people LIKE large cars, so the profit margin is bigger.
The Chevrolet Cadette had the same issue. Wartime, and industries were all controlled by the War Production Board. As the narrator says, no one knew how long the war would last. But cars were falling apart - it was obvious that SOME civilian carmaking would have to resume, no matter what.
Government wanted small. So they designed the Cadette.
Then peace and no more military controls. Nobody wanted it. Buyers preferred even the dated prewar Chevrolets, which the company had resumed making.
The Ford Cardinal was Ford's effort; and for the same reason. But Old Henry was recently retired, and Hank the Deuce wanted nothing to do with those small cars. Big cars for big Americans. So the engineering work, including the design of the V-4 that was to power it...it was all sent to Ford of Europe, where some of it was incorporated in the Ford Taunus in Germany.
Nash built a small car, the Rambler...it succeeded well enough that it was made five years; and then, four years after discontinuance, the dies were brought out to make the resurrected Rambler American. That was the only success of this government drive for small cars - one car line out of one small manufacturer, was enough for all of the few small-car devotees that were.
But the Rambler was not that cheap to buy, and Nash, later American Motors, never made enough money on it to flourish.
Only the Volkswagen really succeeded; and while its small size was part of the success, its low cost (weak deutchemark and low labor costs) and its extraordinary quality (because, German engineering,
ja?) made it a 27-year perennial.
The list of failed small cars is a long one. And there are only a handful, in over a hundred years, that succeeded.