1937 Pierce-Arrow Model 1702

Pierce-Arrow vehicles were exclusive and prior to 1925, production rarely exceeded two-thousand units annually. Its best years were from 1925 through 1930 when production totaled 37,702, which was more than the combined total of 1901 through 1924 production of 34,812 units. From 1931 through 1938, combined production was 12,960 units, including the 787 units built in 1936, 166 in 1937, and 26 in 1938.

The Great Depression was devastating, leaving few with the financial means to afford such a large and luxurious purchase. While manufacturers struggled to cope with the economics, the pressure was further escalated by Cadillac with its eight-, twelve, and sixteen-cylinder models, and Duesenberg with its Model J. (Even Cord and Ruxton offered radical front-wheel drive alternatives). The 265 horsepower produced from the straight-8 Duesenberg Model J engine far exceeded the 165 horsepower produced from the V-16 Cadillac, with only half the cylinders (with the supercharger installed, horsepower rose to 320 bhp).

Pierce-Arrow's arsenal during the 1930s included an eight-cylinder engine with approximately 140 horsepower and a twelve-cylinder with 175 horsepower. Wheelbase lengths of 130- through 150-inches were common for the power and prestige of these paragons. While the luxury segment was typically in the range of $3,000 to $20,000 (depending on coachwork), the eight-cylinder Ford cost about $500 and its engine produced 65 horsepower, and the wheelbase measured 106 inches.

The economy was crippling, the competition was fierce, and many buyers who had the means to afford such a luxury purchase declined, so as not to flaunt their prosperity while the rest of the world suffered. The competition had been busy introducing refined inline-8s during the 1920s, while Pierce was busy working on a new six-cylinder engine. It was the first flathead with four valves per cylinder, but it failed to impress the public, and the company was acquired by Studebaker in 1928. This acquisition gave Pierce-Arrow a wider range of technology and financial resources than ever before, but even a new V-12 model and the Silver Arrow were not enough to save the company. A series of strikes at suppliers in 1932 resulted in many lost sales, and the following year, Studebaker declared bankruptcy and sold Pierce-Arrow to a group of Buffalo businessmen. Former Auburn president Roy Faulkner was hired and a restyled line was launched in 1934 and again in 1936.

Automakers soldiered on during the lean years of the Depression, some moving downmarket to widen their appeal while others (such as Chrysler, Lincoln, and Cadillac) relied on their less-costly siblings (i.e. DeSoto, Dodge, Ford, Chevrolet) to help them weather the storm. Pierce-Arrow was steadfast in its resolve, choosing to remain at the pinnacle of the luxury car segment. They showed their creativity by offering a luxurious travel trailer to accompany their automobiles, one of the inventive tactics it hoped would help them survive the Great Depression.

The Pierce-Arrow Travelodge was produced by a separate division at the Buffalo factory, and built to the same outstanding standard as the company's cars, with a steel frame covered by sheet aluminum outer panels, and an interior of beautifully finished birchwood and gum with linoleum floors. They were given a fully independent suspension and a Bendix hydraulic brakes system actuated by a vacuum cylinder connected by hose to the trailering car. Three models were offered, the smallest being the 13.5-foot Model C priced at $784, with all equipment standard. The B designation was 16 feet, while the A was for the 21-foot-long model.

The 1936 models were championed by Pierce-Arrow as the 'world's safety car' due to its welded and riveted frame comprised of two box side beams, five cross-members, and a center X-brace. The large and heavy frame was comprised of two box girders along each side, with five rigid cross-members welded at the front and rear. The center X-brace was welded and riveted to the side girders.

The 1937 Pierce-Arrow model lineup included the Model 8 powered by a 385 cubic-inch eight-cylinder engine offering 150 horsepower and built on a 138- and 144-inch wheelbase. The transmission was a three-speed manual unit with overdrive and freewheeling (freewheeling allowed the cars to coast whenever the foot was removed from the accelerator). Four-wheel vacuum-assisted mechanical drums provided the stopping power.

The 1937 Pierce-Arrow Twelve was powered by a 462 cubic-inch, V-12 engine with seven main bearings and delivering 185 horsepower. Developed by chief engineer Karl Wise, it used an unusual 80-degree angle between the cylinder banks and a cast-iron crankcase to which the cylinder blocks were bolted. In comparison, many of the competing automakers used aluminum. The wide vee angle minimized vibration and offered easy access to the valve train. The new V-12 engine was introduced in late 1931 for the 1932 model year, and hydraulic tappets were added a year later.

The 1937 Pierce-Arrow Twelve powered three wheelbase sizes of 139-, 144-, and 147-inches. Prices on the Model 8 ranged from the low $3,000s to the low $5,000s. The Model Twelve was priced from $3,695 to over $7,000. It had a synchromesh transmission, safety glass in all windows, and an automatic choke.

The styling was modern and aerodynamic, a wide variety of open and closed body styles were offered, and over a dozen exterior colors and at least ten different upholstery choices. The streamlined styling featured a long hood, rear deck, vee'd radiator shell, and curved roofline. They were stylish, exclusive, luxurious, customizable, and competitively priced. In the end, the effects of the Great Depression were too profound and in May of 1938, the company assets were liquidated at auction. The Pierce-Arrow V-12 engine production continued, however, until 1970, in Seagrave fire apparatus.

by Daniel Vaughan | Feb 2021