Editing Packard (section)

===1931–1936===
[[File:'30 Packard Deluxe Eight Roadster (MIAS '10).jpg|thumb|right|1930 Seventh Series [[Packard Eight|Deluxe Eight]] model 745 roadster]]

Entering the 1930s, Packard attempted to beat the stock market crash and subsequent Great Depression by manufacturing ever more opulent and expensive cars than it had prior to October 1929, and began offering different platforms that focused on different price points allowing the company to offer more products and remain competitive. While the [[Packard Eight|Eight]] five-seater [[sedan (automobile)|sedan]] had been the company's top-seller for years,<ref>[http://www.oldcaradvertising.com/Packard%20Ads/1931/1931%20Packard%20Ad-07.jpg Old Car Advertising] {{webarchive |url=https://web.archive.org/web/20160809140128/http://www.oldcaradvertising.com/Packard%20Ads/1931/1931%20Packard%20Ad-07.jpg |date=August 9, 2016}} Retrieved September 14, 2013</ref> the [[Packard Twelve|Twin Six]], designed by Chief engineer Jesse G. Vincent,<ref>{{cite book |last=Georgano |first=G. N. |author-link=G.N. Georgano |title=Early and Vintage Cars 1886-1930 |year=2002 |publisher=Mason Crest Publishers |isbn=978-1-59084-491-5 |url-access=registration |url=https://archive.org/details/worldofwheels0000unse}}</ref> was introduced for 1932, with prices starting at {{US$|3,650|year=1932|round=-3}}{{inflation/fn|US}};<ref>[http://www.oldcaradvertising.com/Packard%20Ads/1932/1932%20Packard%20Ad-11.jpg Old Car Advertising] {{webarchive |url=https://web.archive.org/web/20160808131235/http://www.oldcaradvertising.com/Packard%20Ads/1932/1932%20Packard%20Ad-11.jpg |date=August 8, 2016}}. Retrieved September 16, 2013.</ref> in 1933,<ref>[http://www.oldcaradvertising.com/Packard%20Ads/1933/1933%20Packard%20Ad-01.jpg Old Car Advertising] {{webarchive |url=https://web.archive.org/web/20160305071527/http://www.oldcaradvertising.com/Packard%20Ads/1933/1933%20Packard%20Ad-01.jpg |date=March 5, 2016}}. Retrieved September 16, 2013.</ref> it would be renamed the [[Packard Twelve]], a name it retained for the remainder of its run (through 1939). Also in 1931, Packard pioneered a system it called Ride Control, which made the hydraulic [[shock absorber]]s adjustable from within the car.<ref>''The Literary Digest'' November 14, 1931, reproduced at [http://www.oldcaradvertising.com/Packard%20Ads/1931/1931%20Packard%20Ad-08.jpg Old Car Advertising] {{webarchive |url=https://web.archive.org/web/20160808102912/http://www.oldcaradvertising.com/Packard%20Ads/1931/1931%20Packard%20Ad-08.jpg |date=August 8, 2016}}. Retrieved September 16, 2013.</ref> For one year only, 1932, Packard fielded an upper-medium-priced car, the [[Packard Light Eight|Light Eight]], at a base price of $1,750 ({{inflation|US|1750|1932|r=-3|fmt=eq}}), or $735 ({{inflation|US|735|1932|r=-3|fmt=eq}}) less than the Standard Eight.<ref>{{cite book |last=Langworth |first=Richard M. |title=Illustrated Packard Buyer's Guide: All Packard Cars and Commercial Vehicles, 1899 to 1958 |year=1992 |publisher=Motorbooks International |page=50 |isbn=0-87938-427-1}}</ref>

[[File:'31 Packard 833 (MIAS '10).jpg|thumb|1931 Eighth Series [[Packard Eight|Standard Eight model 833]]]]

Packard rivals Cadillac and Lincoln benefited from the huge support structure of GM and Ford. Packard could not match the two new automotive giants for resources. The 1920s had proven extremely profitable for the company and it had assets of approximately $20&nbsp;million in 1932 (${{inflation|US|20|1932|r=0}}&nbsp;million in {{inflation/year|US}} dollars{{inflation/fn|US}}) while many luxury car manufacturers were almost broke. Peerless ceased production in 1932, converting the Cleveland manufacturing plant automobile production to brewing for [[Carling Black Label]] Beer. By 1938, [[Franklin (automobile)|Franklin]], [[Marmon Motor Car Company|Marmon]], [[Ruxton (automobile)|Ruxton]], [[Stearns-Knight]], [[Stutz Motor Company|Stutz]], [[Duesenberg]], and [[Pierce-Arrow]] had all closed.

[[File:Packard De Luxe Eight 904 Sedan Limousine 1932.jpg|thumb|1932 Ninth Series De Luxe Eight model 904 sedan-limousine]]

Packard had one advantage that some other luxury automakers did not: a single production line. By maintaining a single line and interchangeability between models, Packard was able to maintain low costs. Packard did not change models as often as other manufacturers. Rather than introducing new models annually, Packard began using its own "Series" formula for differentiating its model changeovers in 1923 borrowing a strategy from GM called [[planned obsolescence]]. The new model series did not debut on a strictly annual basis, with some series lasting nearly two years, and others lasting as brief as seven months. In the long run, Packard averaged approximately one new series per year. By 1930, Packard automobiles were considered part of its Seventh Series. By 1942, Packard was in its Twentieth Series. The "Thirteenth Series" was omitted due to the [[triskaidekaphobia|western superstition]] about the number 13.

[[File:Packard 1101 Eight Convertible Sedan 1934.jpg|thumb|1934 Eleventh Series Eight model 1101 convertible sedan]]

To meet the challenge of the Depression, Packard started producing more affordable cars in the medium price range. This was a necessary step as the demand for hand-built luxury cars had diminished sharply and people who could afford such vehicles were reluctant to be seen in them when unemployment was over 20%. In 1935, the company introduced the [[Packard 120|120]], its first car under $1000 ({{Inflation|US|1000|1935|fmt=eq|r=-3}}). Sales more than tripled that year and doubled again in 1936. To produce the 120, Packard built a separate factory. By 1936, Packard's labor force was divided nearly evenly between the high-priced "Senior" lines (Twelve, Super Eight, and Eight) and the medium-priced "Junior" models, although more than 10 times more Juniors were produced than Seniors. This was because the 120 models were built using thoroughly modern mass production techniques, while the senior Packards used a great deal more hand labor and traditional craftsmanship. Although Packard almost certainly could not have survived the Depression without the highly successful Junior models,<ref>Langworth, pp. 70-71</ref> they did have the effect of diminishing the Senior models' exclusive image among those few who could still afford a luxury car. The 120 models were more modern in basic design than the Senior models. For example, the 1935 Packard 120 featured independent front suspension and hydraulic brakes, features that did not appear on the Senior Packards until 1937.

During this time, Packards were built in [[Windsor, Ontario]] by the Packard Motor Company of Canada<ref name="Zavitz">{{cite book |last1=Zavitz |first1=Perry |title=Canadian Cars, 1946-1984 |date=1985 |publisher=Bookman Publishing |location=Baltimore |isbn=0-934780-43-9 |page=136}}</ref> to benefit from [[Imperial Preference]] as well as to build right-hand-drive cars for export. Production started in 1931, with the best year being 1937, with just over 2,500 cars built.<ref name="Zavitz"/> Parts manufactured in Canada included tires, upholstery, radiator cores, headlamps, springs, and wheels, while the engines were locally assembled.<ref>{{cite web |last1=Stenquist |first1=Paul |title=The beautiful, Canadian-born Packard 120 Sport Coupe |url=https://www.hagerty.com/articles-videos/articles/2017/11/06/canadian-born-packard |website=hagerty.com |date=November 6, 2017 |access-date=June 30, 2018 |archive-date=June 30, 2018 |archive-url=https://web.archive.org/web/20180630081310/https://www.hagerty.com/articles-videos/articles/2017/11/06/canadian-born-packard |url-status=live}}</ref> Production ended in 1939, although the company maintained an office in Windsor for many years.<ref name="Zavitz"/>