Ask the Man Who Owns One

“Packard was a company where people mattered. The firm always had a distinct personality, an image fashioned by the men who guided its destinies” (3).

The Book

In The Fall of the Packard Motor Car Company, author James A. Ward takes a close look at the rise of Packard and the events that led to its demise. While the title of the book is negative, Ward closes with the fact that Packard lasted 59 years as an independent automaker, longer than many of its contemporaries. 

In 1899, brothers James Ward Packard and William Doud Packard tested their first car in Warren, Ohio. Three years later, the company became the Packard Motor Car Company and soon the plant moved to Detroit. Packard quickly became known for craftmanship, engineering, and innovation. “For years, practically everybody who was anybody advertised his worldly success with a Packard” (10). Packard was the car for the wealthy, but the company struggled to break into the market for moderately priced cars. 

The late 1930s brought tension between those who wanted to remain a luxury brand and those who wanted to cut costs and sell less expensive models. This tension would have an impact on the company’s reputation and sales. Throughout the 1940s and 1950s, Packard continued to innovate (air conditioning and power windows) and picked up defense contracts (the engines for PT boats), but struggled to compete with the larger car companies through production and quality. As sales declined and the market worsened, Packard merged with Studebaker in 1954. Unfortunately, Studebaker was in worse shape and dragged Packard down with it. Packard’s plant shut down in 1956. The last “Packards” were released in 1958, but they were built from Studebaker parts. 

One of the first things a reader will notice is the classy design (interior and exterior) of the book. This was intentional, a way to invoke a Packard car. Each chapter begins with a black and white image of a different Packard car, further grounding the reader in car mode. The reader learns about the various men who left their mark on Packard, the competitors, and specifications of models. Two photo sections help readers see the cars described in the book. Sometimes, it feels like the narrative gets lost in the weeds of model specifications, finances, management styles, and production. Despite that, the reader walks away with an appreciation for the car industry and the uphill battle to keep the Packard Motor Car Company solvent.

The Place

America’s Packard Museum is a hidden gem located in Dayton, Ohio. One thing that makes this museum unique is that it is located in an original Packard dealership building. The large glass windows display an array of Packards to passersby and the interior shows off both the sales room and the service room. The cars on display range from the early days of Packard until the last model. Visitors are able to get up close to see the craftsmanship and change in designs. My favorite part was seeing all the different hood ornaments. 

The museum is open Wednesday through Sunday in the Fall and Winter, from noon to 5pm. There is an admission fee for adults and seniors. There are three rooms of cars to explore and each car has a placard. Depending on your interest level, you could spend a couple of hours at the museum. If it’s a slow day, the volunteer on duty may be able to spend more time answering your questions.