67 Years Ago, the Packard Automobile Star Faded Away
This page is translated from the original post "Il y a 67 ans, l’étoile automobile Packard s’éteignait" in French.
- 19/08/2025 9:56
On August 19, 1958, the American brand Packard, a symbol of automotive luxury, bid farewell in general indifference.
Founded in 1899 in Warren, Ohio, Packard established itself from the early 20th century as one of the most respected manufacturers in the United States. Its slogan, “Ask the Man Who Owns One,” signified that the quality of a Packard was best proven by the satisfaction of its owners rather than any advertisement. It represented the pride of the owners and the brand’s reputation for excellence. From American presidents to great industrial fortunes, and Hollywood stars, everyone wanted to drive a Packard.
During the interwar period, the brand reached its peak with luxurious cars like the Packard Twelve with its V12 engine and the Super Eight, renowned for their refinement and reliability. But after 1945, the market changed radically. The “Big Three” of Detroit – General Motors, Ford, and Chrysler – enforced high production rates, modern styles, and aggressive marketing. Packard, a medium-sized manufacturer, lacked the resources and agility to keep up.
Packard could no longer be saved
The rescue attempt through a merger with Studebaker in 1954 proved disastrous. Costs remained too high and the new models failed to attract the public. The prestigious image of the brand became blurred, and sales plummeted. By 1957, production barely reached a few thousand units. On August 19, 1958, the last Packard left the South Bend factory, marking the end of an era for a brand that fell victim to economic and industrial upheavals it had not anticipated.
Today, Packard remains a reference for collectors and enthusiasts of luxury cars. Pre-war models still stand out in elegance contests, showcasing the brand’s exceptional craftsmanship. The Clipper, Super Eight, and Twelve remind us of what American luxury automobiles were before the standardization of the 1960s.
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The disappearance of Packard remains a case study. It illustrates the rapidity with which a brand, even a respected one, can vanish if it does not adapt to technological transformations and market expectations. Sixty-seven years later, the name Packard continues to inspire dreams, but it now belongs to history.
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