1931 Cadillac Series 370-A Twelve

Either poor timing or going 'all-in,' Cadillac unleashed an assault on the luxury car market at the dawn of the 1930s, coinciding with the Stock Market crash and the Great Depression. The V8 remained the company's 'bread-and-butter' and offered in a staggering array of body styles. For 1930, Cadillac introduced an industry-first V16 production model, followed by the V-12 for 1931. No other company had more cylinders than Cadillac and no other automaker - on either side of the Atlantic - could lay claim to offering a full range of V-8, V-12, and V-16 model lines all at the same time.

The early 1930s was a time of desperation for the American car industry, as the world was plunged into the Great Depression. Cadillac was able to weather the storm with the help of a diverse lineup and the deep pockets of General Motors. This was not the case for other great manufacturers such as Marmon, Stutz, Pierce-Arrow, Duesenberg, or Peerless, who would all vanish before the decade came to a close.

For 1931, Cadillac offered no less than four different passenger car lines offered in every style and enough power to remain at the forefront of luxury. Along with engineering prowess, styling was equally important. General Motors' styling revolution had begun in 1927 with the hiring of Harley Earl and the establishment of the 'Art and Colour' Department, which soon redefined automotive design.

The Cadillac V-12 engine was renowned for its smooth-running and silent operation and was available in 140- and 143-inch wheelbase lengths. Internally designated Series 370-A, Cadillac's V-12 line was introduced in September 1930, initially priced from $3,795 for 1931. Ten body styles were catalogued from Fleetwood and Fisher, supplemented by a vast array of custom bodies ranging from formal to sporting. Interiors for all V-12s were fitted by Fleetwood's craftsmen.

The V-12 engine displaced over 6,000cc and offered 135 horsepower at 3,400 RPM. The engine bay was styled by Harley Earl's Art and Colour Section. Hydraulic valve silencers dampened the noise from its overhead-valve system by using oil pressure to automatically reset valve lash at zero. In the past, this had been problematic, requiring frequent adjustments to prevent clacking. The V12 engine was backed by a three-speed manual gearbox that carried synchromesh on its upper two ratios. The synchromesh gearbox enabled smoother gear selection and negated the need for double-clutching. Ride comfort was ensured by the leaf springs and a three-quarter floating back axle housing a spiral bevel differential. Stopping power was provided by fifteen-inch vacuum servo-assisted drums.

The Fleetwood Metal Body Company
The Fleetwood Company began business in Fleetwood, Pennsylvania, on April 1, 1909, and continued as an independent automobile body builder until acquired in 1925 by the Fisher Body Company, a division of General Motors. The Fisher brothers had sold out their body company to General Motors in 1925. The Fleetwood Company remained in Fleetwood, PA until 1931 at which time General Motors moved the operation to Detroit, relocating the construction operations to a former Fisher Body plant. Fleetwood's president and chief designer also moved from Pennsylvania to Detroit, and provided continuity for the company, while also working with members of Harley Earl's staff at GM's Art and Colour Department. Cadillac was able to promise delivery of the Fisher-Fleetwood catalogue customs within seven weeks. Full-customs took significantly longer to complete.

Prior to the acquisition by Fisher, the Fleetwood Metal Body Company had built a reputation as a builder of fine aluminum and wood automobile bodies. Their built-to-order bodies were highly sought-after by influential people on both sides of the border, some of whom were royalty from India and Japan, presidents of Poland and the United States, and well-known American movie icons.

The Cadillac acquisition of Fleetwood gave the company capital to expand and modernize, and it gave GM a source for high-quality coachwork. Fleetwood continued to build coachwork for non-GM customers, including many bodies for Chrysler.

Clients would purchase a chassis, such as Isotta Fraschini, Bentley, Mercedes, Rolls-Royce, or Fiat - or from American makers Duesenberg, Cadillac, Pierce-Arrow, Stutz, or Packard. The purchased chassis with wheels and engine were shipped to Fleetwood, PA, while the customer would meet with one of the company's designers, typically in New York, to put the customer's needs, desires, and ideas on paper. Once accepted, the plans were sent to Fleetwood where the body would be created, mounted on the chassis, and finished in the upholstery, appointments, and colors selected by the client.

Under Fisher's direction, Fleetwood would eventually make production and semi-custom products carrying the celebrated Fleetwood name. Many Cadillac models would use the Fleetwood name for several decades that followed. Starting in 1927, the Fleetwood name was used for the top-of-the-line Cadillac.

by Daniel Vaughan | Mar 2020