1916 Pierce-Arrow Model 38-C

Every President from William Howard Taft to Franklin Delano Roosevelt rode in the Buffalo-based Pierce-Arrow automobiles. In 1913, Dawley patented the trademark design where the headlights faired into the tops of the front fenders. This unique feature was instantly distinctive, gave better illumination, and would be used on nearly every Pierce-Arrow that followed. Pierce-Arrow also offered conventional headlights as they catered to the wishes of their conservative clientele.

In 1916, Pierce-Arrow introduced the Fourth series which brought subtle improvements over their predecessors. Many consider the Fourth Series as the ultimate refinement of the Pierce-Arrow product, as many of the managers and designers who had been with the company since its days as the George N. Pierce Company began to leave, a result of the dramatic changes taking place at Pierce-Arrow. The company was floated on the stock market that year, bringing in $10.7 million in proceeds. However, New York financiers led by John Jay Jr., a partner in Seligman & Company, took control of Pierce-Arrow, which prompted many of the loyal employees to jump ship. The company would remain until 1938, including enduring a merger with the Studebaker Corporation in 1928.

The Model 38 was the company's most affordable offering in 1916. Power was from an inline six-cylinder engine with a 4-inch bore and 5.5-inch stroke, with a displacement size of 415 cubic inches. The Model 38 rested on a 134-inch wheelbase chassis which was 7.5 inches longer than a Packard Twin Six. A Ford Model T measured 100.5 inches.

The price of the Model 38 began at $4,300 and was cataloged in fourteen different body styles. Pierce-Arrows were almost always delivered with Pierce-Arrow coachwork, with the bodies being built using proprietary technology from the Aluminum Company of America. The bodies were cast in very thin 1/8' thick flanged aluminum panels which were lightweight, stiff, and dent resistant.

Pierce-Arrow used state-of-the-art technology and manufacturing processes, along with extensive testing, refinement, and adopting new materials and techniques. This was done to ensure the best automobiles possible, regardless of cost, leading to commercial success, great loyalty from its dealers and clients, and the admiration of its competitors.

by Daniel Vaughan | Nov 2019