Here’s why you should rush out today and buy a 1938 Pontiac, as explained in this fine old factory film—just three minutes.
By 1938, the U.S. economy was climbing back from its near-collapse in 1932 (though the 1937 recession was a significant setback). So if you were shopping for a new car that year and had a few extra bucks in your pocket, you might just look beyond the basic transportation offered by the low-priced three—Ford, Chevrolet, and Plymouth—where Pontiac had a car just for you. For example, the Chevrolet Master De Luxe Sport Sedan was priced at $817. But for $916, just $100 more, you could own a Pontiac De Luxe Six Sedan.
What did your extra hundred bucks buy? Let’s see: Pontiac offered a heavier chassis and wishbone-independent front suspension, with a few more inches of wheelbase (117-in vs 112.2-in) and overall length. There was a fancier interior with better fabrics, finer details, and more bright metal. And of course, there was the distinctive Pontiac Silver Streak exterior trim, signifying that you were the owner of an upmarket automobile with some prestige. Pontiac was just one rung up the General Motors price ladder from Chevrolet, but it was a a rung nonetheless.
True, Chevrolet and Pontiac shared the same body shell and a number of other components. But there was value, both real and perceived, in the Pontiac’s greater purchase price. And for buyers with another hundred dollars beyond the cost of the Pontiac Six, there was the Pontiac Eight with straight-eight prestige and 100 hp. In the lovely old Jam Handy film below, the focus is on value, and on the Pontiac slogan that year, “the car that out-values them all.” There are some great glimpses inside the Pontiac assembly plant included in the three minutes, too. Video below.
Where’s the film?
At the bottom of the post. You don’t see it? Try refreshing the page and clearing your cache.
OK. got it now.
Thanks, good to hear. There are so many things that can go wrong between the website, the host, the CDN, and the user end. I’m a car guy, not a web guy, and my first reaction to a problem is panic. mcg
Always a fascinating look in the rear view mirror at how vehicles were brought to market. Love the factory footage and the early auto transport rigs. Jam Handy, a former Olympic swimmer, is a story unto itself and would be a relevant feature here, as they (he) produced a steady stream of industrial training and promotion films from the 30’s through the 70’s, contributing to Detroit’s ranking as one of the top film producing cities in the nation during those decades. The Jam Handy studios and sound stages on E. Grand Boulevard are now an event space with the original wood floors, sound stages, and other interior features left intact. We had the pleasure of attending a wedding reception there a few years back. Dancing all night to a live band situated on one of the sound stages was unforgettable.
That is an excellent suggestion, thanks. mcg
I always think of the line from MST3K: Jam Handy reminds you to keep your preserves conveniently positioned.
And back on those days, $100 more (or less) was a significant amount.
Yes, about 12 percent up. Also, credit was much less EZ with shorter terms and many people paid cash.
In
White men working in factories. Too bad they took those jobs for granted and inspired by union hacks “striked” them selves out of their jobs. I’m old, was there, believe it.
Quite impressive for 1938. I sometimes think I grew up in the wrong period as the cars and trucks that are most impressive to me are from this era. I always enjoy watching these old films…
`33was even more of a watershed year for Pontiac.
Quite true. There was serious thought to eliminating the division. mcg
1937 Buick is a great car. I chauffeur weddings in mine.
My cousin graduated high school in 1969 and owned a lovely well preserved burgundy 1938 Pontiac 4 door sedan and his classmates thought he was cool. In 1970 he had a job offer in Los Angeles and drove that car from Philadelphia to LA and about a year or two later when that music-writing gig ended then he drove that 30 year old Pontiac back to Philadelphia as I recall. Comfortable interior!