A lot of automakers shut down in the 1920s. Just between 1924 and 1927, 69 carmakers went out of business.
The Rickenbacker Motor Company thought it could beat the usual odds for a startup automaker. For one thing, it produced a well-made car. For another, it had an excellent brand name. Company founder Eddie Rickenbacker had earned a national reputation for numerous racing victories in the 1910s. Then, in World War I, he became America’s top air ace, shooting down 26 enemy aircraft. The company traded heavily on his fame, using the tagline “A Car Worthy of Its Name.”
The early Rickenbacker models were six-cylinder coupes, sedans, and roadsters that featured four-wheel brakes. In 1925, it introduced the Vertical Eight Super Fine, a 4,400 cc, eight-cylinder engine with 80 horsepower, which was far more power than the major carmakers were offering. But the price of producing high quality kept rising, eventually carrying the Rickenbacker out of the market. In 1927, the company declared bankruptcy with 27,000 of its vehicles on America’s roads.
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Comments
Not sure whether the car’s name is pronounced Rickenbacker as it appears, or “Rickenbocker” which I think sounds better. Jeff, if you know, let me know. I love the ad copy, and the interesting art deco-ish look of the illustration otherwise.
I’m sure it was the quality automobile they state it to be. I can see how maintaining that would, and in fact did, do them in. Almost 70 automakers shutting down in the mid 1920’s is pretty shocking, to say the least, particularly during the times I thought were ‘Roaring’!
1929 of course, and probably ’28 maybe not so much. What led to The Great Depression though, had probably been building up for years. Those that managed to make it into the 30’s fell by the wayside even before War II, leaving very few left after the war.
The dominance of GM, Ford and Chrysler would prove to be too much. Hudson, Studebaker and the almighty Packard lasted well into the 50’s, but Packard’s last real model was the ’56, Hudson’s in ’57. Studebaker though managed to hold on until 1966. Dying car brands weren’t really happening much until restarting at the turn of the century.