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1937 Ford Model 78

The 1937 Fords were heavily influenced by the new Lincoln-Zephyr, introduced in November 1935, highlighted by a pointed brow penned by designer E.T. 'Bob' Gregorie, and teardrop-shaped headlights recessed into the fenders. The overall design theme was more rounded with fine horizontal bars in the convex front and hood-side grilles. The grille had a V-shaped design rather than following the fenders design as on the 1936 model.

The 221 cubic-inch flathead V8 was joined by an entry-level 136 cubic-inch V8 with three main bearings, mechanical valve lifters, a Stromberg two-barrel downdraft carburetor, and delivering 60 horsepower and 94 lb-ft of torque. Like previous years, Ford offered both Standard and DeLuxe models with the 136 CID engine solely offered in the Standard Ford models. The entry-level 136 CID V8 was a refresh of its predecessor, the Model 48 - itself based ont he Model 40A.

The eight-cylinder engine received a higher capaicty water pump and placed at the bottom and the water outlets relocated to the middle of the cylinder heads. The prior rod-operated mechancial brakes were replaced by a cable arrangement. Both the 136 CID and 221 CID V8 engines were backed by a three-speed sliding geartranmsission with a single dry plate, molded asbestos lining clutch, and floor shift controls. Mechanical, internal expanding brakes on four wheels provided the stopping power.

On November 6th of 1936, Sales Manager William C. Cowling introduced the new model at an event where 8,000 dealers were brought in on 41 special trains. Representing all parts of the United States and Canada, they gathered at the Detroit Coliseum, newly decorated by Walter Dorwin Teague. Music was provided by Fred Waring and his Pennsylvanians, then at the height of their popularity. After brief presentations by company officials, the lights were dimmed, and then a slim, bright shaft of light appeared, focusing on the center stage. A larger V-8 emblem rose slowly through the stage on a special elevator, followed by a boiling cauldron that rose at center stage, and, one-by-one giant replicas of Ford V-8 parts, each representing some feature of the 1937 models, were exposed to the glare of the spotlight. Each of the parts was thrown into the steaming cauldron. As colored lights continued to illuminate the stage, the fumes vanished and the elves disappeared. A shiny Club Coupe, a newcomer to the Ford line for 1937, rose up, circled the stage, and made its way down a ramp to the main floor.

1937 Ford Model 78 photo
Ford needed a flashy presentation for its 1937 model, as Ford slipped behind Chevrolet in 1936, with sales declining behind those of Chevy by over 23 percent.

Both Standard and Deluxe models rested on a 112-inch wheelbase with a height of 68 inches and an overall length of 179.5-inches. The overall length of the 1937 models was slightly less than the 1936 and 1936 models. The 221 CID V8 engine continued to deliver 85 horsepower as it had done since 1934.

The standard coupe was priced at $585 and the Deluxe version was priced at $660. The Fordor Touring Sedan was $695 and the Deluxe version at $760. The Tudor Touring Sedan was $635 and the Deluxe Tudor Touring Sedan at $700. Additional body styles included a roadster, phaeton, cabriolet, club cabriolet, convertible sedan, coupe, club coupe, and station wagon, with prices that ranged from $585 to $860 for the Deluxe Convertible Sedan. The convertible sedan had been introduced in 1935 as the top-line model offering luxurious amenities such as four doors, roll-up windows, and collapsible center posts. While the 1920s had favored open coachwork, the evolving trends had shifted by the 1930s, embracing more comfortable all-weather motoring. The convertible sedan represented an appropriate response to the modern expectations of owners and families. Ford had gotten the formula correct, as sales quickly eclipsed the phaeton's production numbers. Offered only in deluxe trim, the convertible sedan was the premier model in Ford's 1937 lineup, costing a full $100 more than the next most expensive model. Outfitted with many of the common options such as a heater, clock, dual windshield wipers, and a radio, prices often eclipsed $900, quickly creeping into Lincoln-Zephyr territory.

1937 Ford Model 78 photo
Ford was the first manufacturer to produce and assembly their own station wagon, beginning in 1937. Station Wagons had been part of their catalog for years (since 1929), including 1935 when a redesign moved the engine forward to between the front wheels, allowing for the passenger compartment to be lengthened, and various other changes that complemented the four-door station wagon. Ford had acquired larger timber holdings in Iron Mountain in Northern Michigan that was originally required for framing the steel panel bodies of the Model T and Model A. By the mid-1930s, the use of wood in passenger car bodies had nearly disappeared. Ford's station wagons were originally outsourced to Mengel Body in Kentucky who produced the wood paneling and frames using Iron Mountain's large supply of old-growth hardwood. The high-quality saw and planning mill shaped and assembled the panels before shipping them to Ford's assembly plants where they met up with Murray's special stampings for final assembly.

The Ford woodie was a combination of utilitarian design and high-quality lumber. Michigan's long winters produced slow-growing trees with dense rings and frequent flashes of brilliant color and unusual grain. The Iron Mountain workers took special pride in selecting the wood that made every Ford Woodie Wagon unique, with intricately-shaped pieces and brilliant colors.

Wagons received a bench seat in place of the individual seats in the second row, positioned to the left allowing easier passenger access to the third seat via the right side. The third seat was placed on a raised platform that was rounded at the front corner, also for easier passenger access. In the back, a lift-gate with a glass window was added, another first for the Ford wagon.

1937 Ford Model 78 photo
Deluxe Cabriolet
View info and history
Ford produced 848,608 vehicles for 1937 with 765,933 registered sales during the calendar year. This was an increase over 1937 figures of 791,812 calendar year production and 748,544 registrations. Its registrations were slightly higher than the 826,519 units registered in 1935, but production was lower than the 942,439 units constructed.

Ford's 1937 figures brought it very close to Chevrolet's production of 868,250 vehicles during the calendar year and 768,040 registrations. Chevrolet was America's best-selling automobile in 1937, followed closely by Ford.


by Daniel Vaughan | Mar 2021

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1937 Model 78
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1937 Ford Model 78 Price Range: $586 - $856

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