1933 Cadillac Series 370-C Twelve Town Coupe

The Roaring Twenties received its name due to the thriving economy and the upsurge of consumerism as the American public unreservedly embraced their future. Efficiency brought about more leisure time at work and home. There was more time for social and cultural pursuits which included film, music, literature, and carousing. The automobile and the stature created by having the right car in the coach house was part of this evolution and Cadillac had established itself as a key player in this domain.

This all changed on Black Friday (October 29th of 1929), when the number of individuals who could continue to lead this life of extravagance greatly dwindled. Some top-flight automobiles would survive this difficult era and in great style, though in fewer numbers built. The Cadillac brand was one of these and by 1933 the Standard of the World ushered in a period of attractive styling and streamlining.

Cadillac introduced their V-16 engine in 1930; a few months later, Cadillac's Chief Engineer Ernest Seaholm, announced another milestone, the Model 370 V12 series. It was essentially the same basic engine as the V-16, but with four fewer cylinders. By 1933, V16 production had slowed to only confirmed orders while the V12 was finding some marketing success even though just 952 units were produced that year.

For Cadillac in 1933, sales bottomed out during this worst year of the Depression. There was nowhere to go but up, and the 1933 Chicago Worlds Fair titled A Century Of Progress was one of the places where automotive manufacturers had a chance to display their wares. New was Fisher No-Draft ventilation. Modernization and continued changes to the design brought about more pleasing body liens. For the Model 370C, Cadillac offered sixteen body styles on two wheelbases.

This particular example has a Town Coupe body style, which could comfortably accommodate 4 passengers, or 5 if needed. It last changed hands in the late 1960s when the current owner was residing in Wisconsin. At the time, it was a fully operational vehicle that was shown at several events including meets of the Cadillac-LaSalle Club. After the owners moved to Texas, the car was put away in a barn and would remain there for over four decades.

This Town Coupe is finished in Classic Blue with a mostly original interior with gray-stripe broadcloth fabric covering the seats and side panels. The original headliner remains in place. Currently, it is in running, barn-find condition.

By Daniel Vaughan | Mar 2017