In 1927-28, Willys-Overland briefly offered a new, low-priced companion brand to the Willys-Knight, the Falcon-Knight. After all these years, it’s not clear exactly why.

On December 11, 1926, press releases trumpeted the founding of the Falcon Motors Corporation, with headquarters in the Majestic Building in downtown Detroit and an assembly plant in Elyria, Ohio. Its new product was the Falcon-Knight, aggressively touted as the lowest-price Knight-engine automobile sold in the United States, starting at just $995. (See our feature on the sleeve-valve Willys-Knight engine here.)

But in fact, Falcon Motors was not really a new automaker but a spinoff of Willys-Overland, makers of the Willys-Knight. The Falcon-Knight’s chassis and body were borrowed from the six-cylinder Willys-Overland Whippet, Model 93A, with a new hood, radiator shell, and other exclusive touches. Meanwhile, its inline-six engine was a derivative of the Willys-Knight 70A, but smaller in displacement with a 2.9375-in bore and a 3.875-in stroke—just 158 cubic inches and rated at 48 horsepower.

1927 Model 10 Sedan with Pines Winterfront 

The official introduction of the production Falcon-Knight, Model 10, came on March 10, 1927, with a two-door Brougham (coach) and a four-door Sedan launching first, at $995 and $1095, respectively. Shortly after that, a coupe, a fancier Landau Sedan, and a rumble-seat roadster arrived. In August a deluxe version of the Roadster with wire wheels, two-tone gray paint, and exposed twin horns called the Gray Ghost was rolled out at $1,250.

While independent Falcon-Knight franchises were offered, reportedly, sales and service were conducted mainly through the existing Willys-Overland dealer network, while Willys-Overland’s large export organization was thrown into gear. The marketing campaign was extensive with ads appearing the Saturday Evening Post, The Literary Digest, and local newspapers nationwide. Cannonball Baker, the famed coast-to-coast record breaker who specialized in such publicity stunts for the automakers, drove a Falcon-Knight from Washington, D.C. to Los Angeles in 73 hours and 47 minutes, reportedly clipping six hours from his previous mark.

1928 Model 12 Brougham

In January of 1928, the updated Falcon-Knight Model 12 was introduced with rounder body lines, a revised windshield visor, and a new hood scheme with horizonal louvers. Prices rose slightly, while the Landau Sedan and Gray Ghost Roadster were discontinued. There were a few minor updates to the engine, including new Invar-strut pistons, but otherwise, the 1928 Falcon-Knight was mechanically unchanged.

But curiously, just as the 1928 Falcon-Knight was introduced, Willys-Overland also launched the Willys-Knight Model 56 (below). Here was the very same car with a few cosmetic changes, selling in the very same price bracket. And now there was no longer any reason for the Falcon-Knight to exist. After just one year on the market (less than a year, really) and all that money and effort spent on establishing a beachhead for the new brand, it was torpedoed. Makes one wonder why the brand was created in the first place. It’s a good question.

1928 Willys-Knight 56 Coach