1934 Pierce-Arrow Model 840A Silver Arrow Sedan

Pierce-Arrow: A Brief History

Pierce-Arrow's origins came from the George N. Pierce Manufacturing Co. of Buffalo, N.Y.

By the 1920s Pierce-Arrow would be regarded as one of - if not the - most prestigious marques built in America, finding favor with America's social and business elite and occupying pride of place in the White House garage. However, this success also bred a corporate conservatism that began to lose Pierce its longtime customer base. Stubbornly sticking to a six-cylinder-only policy, Pierce finally played catch-up in 1929 with the inclusion of a Studebaker-inspired straight-eight in their model selection. In 1930, the styling was thoroughly updated.

Despite the new style and engines, the Depression (and mismanagement by former partner Studebaker) took a grim toll on Pierce-Arrow. The once-proud company struggled along with dwindling sales until it hit rock bottom in 1937 with only 67 cars built. On May 13, 1938, Pierce-Arrow was sold at auction for its remaining assets.

The 1934 Pierce-Arrows
When Pierce-Arrow finally freed itself in 1933 from its unfortunate alliance with Studebaker the company had inherited one project which would catapult the venerable firm back into the public eye literally overnight.

That project was Phil Wright's stunningly streamlined Silver Arrow, which was the sensation of the 1933 New York Auto Show. With its slab-side front fender treatment, tapered fastback rear styling, radically low profile, deeply vee'd grille and windshield, and clever retention of the well-known fender mount headlamps, the Silver Arrow certainly demonstrated that Pierce was as capable in the styling arena as it was in engineering. But by the end of 1933, only five of the Silver Arrows had been sold and total sales came to 2,152 cars, nearly 1,000 less than was needed to break even.

Capitalizing on the Silver Arrow, for 1934 Pierce cleverly combined stock front fenders, hood, and cowl with a new streamlined body closely resembling the original Silver Arrow from the cowl back. These cars were marketed as 'Silver Arrows' in hopes that the glamorous, futuristic look of the New York Auto Show car would result in increased sales for the 840As and across the board right through the big formal V-12s.

With only 1,740 Pierce-Arrows built-in all series in 1934, this lovely car is an undoubted rarity combining benchmark body design with the marque's well-deserved reputation for fine engineering. It is little wonder that cars like this Silver Arrow earned Pierce-Arrow the honor of being called 'first among America's finest.'

Source - Gooding & Company