1937 Packard One Twenty

When James Ward Packard towed his new Winton back to the factory behind a team of horses for the final time, Alexander Winton himself told him that if he could build a better car himself that he should do just that. A man that never left a challenge unanswered, Mr. Packard (a successful mechanical engineer, along with his brother William and their partner, George Weiss) not only built a better car, but his company (the Packard Motor Car Company, established in 1899) would go on to define the very meaning of the word 'luxury' in the American motorcar market.

The Packard automobiles were built to the highest levels of quality, sophistication, and style, and catered to the higher echelons of society. Packard's marketing strategy changed in 1935 due to the effects of the Great Depression with the arrival of the Model One Twenty, built for the middle class. The One Twenty proved to be very popular as a broader range of motorists were now able to step up to the prestige of the Packard name. Indeed, the popularity of the One Twenty enabled Packard to stay in business far longer than most of its other luxury car counterparts. The Great Depression took its toll on America's car builders and, before it was over, legendary names such as Duesenberg, Marmon, Stutz, and Pierce-Arrow had suffered a permanent fate and were relegated to the pages of history.

The Packard One Twenty provided the necessary infusion of resources as the production of Packard's 'Senior' Super Eight and Twelve long-wheelbase chassis was rapidly declining due to the Depression, a dramatic increase in competition, and a shift in customer needs. Additionally, coachbuilders were more frequently using the shorter wheelbase cars which appeared less pretentious to potential clients who still desired a custom automobile. Many affluent individuals who were still capable of purchasing the largest, most expensive, and stately vehicle, were reluctant to 'flaunt' their wealth as much of the nation (and world) suffered, forced to spend their time in breadlines and tent cities.

The Packard One Twenty was not the firm's first attempt at a smaller, lower-priced car, as the company had introduced the Series 900 Light Eight in 1932, but it had been proven a disappointment. As the Depression deepened, the need for a price leader became more acute, thus a second attempt at a lower-priced, high-volume model.

Whereas the 900 was equipped with the same engine as the full-size Standard Eight, the One Twenty had a new straight-eight, four-fifths the displacement of the larger Eight, but making eighty-five percent of its power. The One Twenty pioneered two new features that were not yet seen on senior Packards - hydraulic brakes and an independent front suspension.

Introduced near the close of 1935, the Packard 'One-Twenty' (Twelfth Series) was powered by an Inline 8-cylinder engine with a 4.6-liter (282 cubic-inch) displacement, rode on a 120-inch wheelbase, and had a catalog of standard bodies. It featured affordability without compromising Packard's fine reputation for excellent engineering, and its price range placed it in competition with Buick and Pontiac. The One Twenty was instantly successful, and just three years later, in 1937, Packard sold nearly ten examples of the 120 for every Super 8. Nearly 25,000 examples were sold in its inaugural year, over three times the volume of all other Packard vehicles combined. The 1937 model year would prove even better, with more than 50,000 sold.

In 1936, sales of the One Twenty (120-B) nearly doubled (with 55,042 units built) as Packard increased the engine displacement and expanded the list of body styles, adding a 4-door convertible. An increase of the engine's stroke to 4 1/2 inches brought displacement to 282 cubic inches and horsepower was not rated at 120 bhp. Now, the wheelbase and horsepower output matched the One Twenty's designation.

The success of the One Twenty inspired the creation of the Packard Six - a six-cylinder model introduced in 1937. Its 237 cubic-inch engine delivered 100 horsepower and its wheelbase measured 115 inches. Prices ranged from $795 to $1,295, moving the company further downmarket and closer to Chevrolet and Ford territory. Introduced in September 1936, a total of 30,050 examples were built during its inaugural year.

The 1937 Packard (Fifteenth Series) One Twenty, known as the 120-C, gained a station wagon, touring sedan, touring coupe, and club sedan to list of body styles. The 120-CD, with the 'D' representing 'deluxe,' added a clock, updated trim, whitewall tires, deluxe radiator ornament, a banjo spoke steering wheel, full Marshall springs in the seats, automatic radiator shutters, and sponge-backed carpets. The three body styles on the 120 CD included the new touring coupe, touring sedan, and club sedan.

Later in the year, the Packard One Twenty gained a 138-inch wheelbase which was used for a new seven-passenger touring sedan and limousine, priced at $1,900 and $2,050 respectively.

1937 Packard One Twenty pricing included a business coupe priced at $1,130, a sport coupe at $1,175, a touring coupe at $1,200, a $1,235 sedan, a $1,240 club sedan, and a convertible coupe and touring sedan at $1,250. The four-door convertible sedan with seating for five was $1,550. Within the 'deluxe' line, the touring coupe sold for $1,415, the club sedan at $1,455, and the touring sedan at $1,455.

The 282 cubic-inch, L-head straight-eight engine had 6.5:1 compression, mechanical valve lifters, five main bearings, a Stromberg or Carter carburetor, and delivered 120 horsepower. An optional 7.0:1 compression setting was available. The transmission was a three-speed selective synchromesh unit with floor shift controls and a shaft drive rear axle. Hydraulic brakes at all four corners were responsible for stopping the vehicle. Optional equipment included bumper guards, rear bumper, side mount covers, single side mount, cigar lighter, spotlight, radio antenna, and all the features found on the 'deluxe.'

The total Packard 120-C, 120-CD, and 138-CD production was 50,100 units, accounting for approximately forty-one percent of Packard's total production.

by Daniel Vaughan | Mar 2021