1937 Pierce-Arrow Model 1703

Pierce-Arrows' highest levels of production were from 1925 through 1931, with its best being in 1929 with 8,422 units built. During the 1900s they averaged around 1,500 vehicles per year (less than a thousand per year from 1901 through 1905), and around 2,000 vehicles per year during the 1910s. They built 875 vehicles in 1935, 797 a year later, and 166 in 1937. Pierce-Arrow introduced its 1937 models in October of 1936. The 1936 and 1937 models were nearly identical with the only recognizable difference being on the dashboard. In 1938, the year it entered receivership, they built approximately 17 vehicles using left-over 1937 parts and all were hand-built. The Great Depression of the 1930s and the increased competition from other luxury manufacturers during the height of the 'cylinder wars' had decimated sales and the company found it impossible to reach the break-even point of 3,000 units. Some luxury marques, such as Lincoln and Cadillac, had the added security of diversification from their sister companies to help weather the lean years. Others, such as Packard, introduced a down-market product that appealed to a wider audience of buyers, bringing in the necessary financial resources to sustain the limited luxury car production. Pierce-Arrow, however, remained devoted to the luxury car segment, eventually leading to its demise on May 13th of 1938 when it was sold at auction.

The Pierce-Arrow company had a long and storied history, beginning in Buffalo, New York in 1865 as Heinz, Pierce, and Munschauer. They manufactured everything from birdcages and iceboxes to bicycles and bathtubs. By 1872, George N. Pierce had brought out the other two partners and would found the George N. Pierce Company. After looking into and abandoning steam-powered cars in 1900, Pierce would go on to produce single-cylinder Motorettes on license from de Dion. In 1903, Pierce introduced the larger car called the Arrow. This led to the Great Arrow with cast aluminum body panels and helped build Pierce's great reputation by winning the first five prestigious Glidden Tours, an endurance run from New York City to Bretton Woods, New Hampshire. In the 1905 Glidden Trophy run, the winning Great Arrow was driven by Percy Pierce. This led to the Pierce-Arrow Motor Car Company name when George Pierce sold all rights in the company in 1907.

The company's reputation was bolstered by the individuals who purchased them, quickly becoming known as the car of Presidents after William H. Taft became the first president to use an automobile for official occasions in 1909. This practice continued until the last Pierces were ordered in 1935.

Near the close of the first decade of the 20th century, Pierce-Arrow was making a few different models of cars, including four-cylinder and six-cylinder models. However, keeping with the company's mantra of focusing on luxury and the more upscale market, the decision would be made to abandon the four-cylinder models in favor of concentrating on its six-cylinder models. For its day, the line of six-cylinder models was the perfect blend of performance and elegance all wrapped in the impeccable silent, luxurious ride for which Pierce-Arrow would become famous and sought after by the wealthiest of families. The large-displacement T-head six-cylinder engines featured cylinders cast in pairs, supported by aluminum crankcases, with every component built using the finest materials. All engines were dynamometer-tested for performance before being completely disassembled, inspected, and tested again for smoothness. The bodies were built from 1/8-inch aluminum panels cast in the company's own foundry. Pierce-Arrow Chief Engineer Herbert Dawley usually met personally with the customers, who specified the colors, interior materials, and accessories for their purchase.

The Pierce-Arrow 48, equipped with a 524 cubic-inch six-cylinder engine, was introduced in 1909 and offered in fourteen body styles. It was one of the first to carry the Pierce-Arrow name and its engine was NAC-rated at 48 horsepower. However, it was more likely the engine produced upwards of 90 hp making it much more powerful than many of the company's competitors. It would become the longest-running model in the Pierce range, produced until the mid-1920s.

Pierce-Arrow introduced its patented integral fender headlamp design in 1914 as an option, soon becoming the most recognized design cue for Pierce-Arrows or the remainder of the company's history.

Much had changed within the industry since the outbreak of World War I, including Cadillac's use of a V8 engine while Pierce-Arrow remained true to its six. Some of Pierce-Arrow's management had retired, Myron E. Forbes joined the firm as treasurer in 1919 and was promoted to president in 1921, the same year company consolidated production into a single line of luxury cars, bringing the end of the Model 48.

In 1924, the company introduced a smaller six-cylinder car called the Model 80, resting on a 130-inch wheelbase. It was the 'companion car' to the larger, more exclusive, and expensive Model 33. It was the smallest automobile offered by the company in many years, yet it retained the same legendary Pierce-Arrow build quality and workmanship. The Model 80 was equipped with a six-cylinder L-head motor developed 70 horsepower, then-new four-wheel brakes, and offered in twelve different body styles. The Model 33 had a 138-inch wheelbase platform and was priced from $5,000 to $8,000, while the new Model 80 ranged from the high-$2,000s to $4,000. The Model 33 was powered by a dual valve, a T-head version of the six-cylinder engine, and had a pressure system for fuel delivery rather than a Stewart vacuum tank. The Series 80 engine would become the template for the eight-cylinder L-head engine that was introduced in 1929.

Despite the relative popularity of the medium-priced models, Pierce-Arrow remained in poor financial health. New models, engines, and technology were needed but little money was available for development. The short-term solution was a business alliance with cash-rich Studebaker. Officially called a 'merger', Studebaker purchased Pierce-Arrow in 1928 for $5.7 million. Unfortunately, Studebaker would then declare bankruptcy in 1933, and Pierce-Arrow was sold to a group of Buffalo, New York businessmen for $1 million. The brief Studebaker alliance, however, provided the required funds for a new Pierce-Arrow model and enabled the development of a new eight-cylinder engine in the process.

The 1929 eight-cylinder Model 133 and 143, so named for their wheelbase size, were priced considerably lower than the six-cylinder models offered the year before and brought Pierce-Arrow quality to a broader market. Available in a vast array of body styles, the Pierce-Arrow company achieved record sales in 1929 of nearly 9,000 units, an accomplishment that would sadly never be repeated.

Myron Forbes resigned in 1929, and Albert Erskine took over his duties as President.

In late 1931, Pierce-Arrow introduced a new V-12 engine designed 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 (many of the competing automakers used aluminum). The wide vee angle offered easy access to the valve train and it aided in minimizing vibration. The 452 cubic-inch unit delivered 150 horsepower, growing to 462 cubic inches in 1933 and 175 horsepower. Other features include semi-elliptic leaf springs, ball-bearing shackles, and Stewart Warner power-assisted drum brakes. Hydraulic tappets were introduced in 1933.

Endurance driver Ab Jenkins worked as an experimental engineer and test driver with Pierce-Arrow, who raised the prestige of the company and promoted their product by driving a twelve-cylinder roadster for 24 hours, averaging 112.91 miles per hour. He broke fourteen official international records with the Pierce-Arrow Twelve and in 1934, a new record, internationally recognized by the FIA in Paris, was set at an average speed of 127 mph.

For the Chicago Century of Progress International exposition in 1933, five hand-built concept cars were built, the creation of a youthful stylist named Phillip O. Wright and new Pierce-Arrow President Roy Faulkner. They rested on a 139-inch wheelbase, 12-cylinder chassis, and were equipped with an automatic clutch and power-assisted brakes, among other advances. Its technical prowess paled in comparison to the streamlined design and gleaming silver coachwork with a roof that covered, in one smooth plane, all the way to the rear of the car. It had flush-fitting doors with door handles inset out of the airstream. The 'step-down' interior predicted Cord by three years and Hudson by fifteen.

The first Silver Arrow was completed in time to be sent to New York for the Automobile Show. The second, fourth, and fifth cars were sent to the Pierce-Arrow factory in Buffalo, New York, for various promotional uses. Car number three was sent to Chicago for viewing at the 'A Century of Progress' exhibition.

All-new Pierce-Arrow models were introduced in 1936, advertised as the 'world's safest car' based on the welded and riveted frame comprised of two box side beams, five cross-members, and a center x-brace. According to Pierce-Arrow, they 'set new standards of what a fine car should like, how it should drive.' 36 major improvements were made to the V12 chassis which were available in three wheelbases of 139-, 144-, and 147-inches. The 462 cubic-inch, seven main bearing engine developed 185 horsepower and featured a Warner overdrive, free-wheeling, synchromesh transmission, four-wheel vacuum-assisted drum brakes, and automatic choke.

Since the early 1930s, Pierce-Arrow offered both eight- and twelve-cylinder models on various wheelbase sizes. For 1937, the Pierce-Arrow 8 rested on either a 138- or 144-inch platform. The Twelve could be purchased on either a 139-, 144-, or 147-inch platform. Bodies were either built by the factory or custom-built by outside coachbuilders including Brunn. In late 1931, marketing guru Roy Faulker joined Pierce-Arrow. He left Auburn to head the marketing of both the Pierce-Arrow and the Studebaker brands. Mr. Faulkner introduced a program he named 'Pierce-Arrow Pioneering.' One feature of this program was the addition of outside coachbuilders. LeBaron focused on owner/driver cars while Brunn focused on formal chauffeur-driven models.

The eight-cylinder 1937 Pierce-Arrows ranged from $3,200 to $5,500 and the Twelve ranged from $3,700 to $7,300. In keeping with industry trends and inspired by the Silver Arrows, the 1936 and 1937 Pierce-Arrows were modern and streamlined. The bodies incorporated the trunk with designs that mimicked the delicate roofline. The art deco profile was highlighted by the long angled radiator, interrupted only by the trademark archer that had come to symbolize and personify the storied marque. The sturdier frame, supplemental frame member, and lengthened leaf springs improved ride quality and allowed for a slightly wider chassis.

At the top of the 1937 Pierce-Arrow range was the Model 1703 resting on the longest wheelbase size available, measuring 147 inches. Body styles included a seven-passenger sedan, an enclosed drive limousine, and a Metropolitan town car with prices that ranged from $5,200 to $7,300.

Despite its reputation, innovation, an array of engine and chassis sizes, and various price points, Pierce-Arrow was unable to weather the effects of the Great Depression, management changes, and development needed to keep pace with the rapidly evolving body designs and mechanical technology.

by Daniel Vaughan | Jan 2021