By Robert Tate Award-winning Automotive Historian and Researcher.
Images courtesy of Duesenberg Motors Inc.
Published 2.11.2026
The Duesenberg advertising campaigns of the 1930s were remarkable for their elegance and effectiveness. Celebrated by automotive historians as America’s finest automobiles, Duesenbergs projected prestige—even as the Great Depression challenged the entire industry. The company itself, founded in 1913 by brothers Fred and Augie Duesenberg, was never intended to be profitable so much as to build the world’s best motor car. Production ultimately ceased in 1937 due to both the production of the Cord automobile and the strains of the Great Depression, but the legend endured.
Much of Duesenberg’s advertising featured regal settings that emphasized wealth, refinement, and exclusivity with the tagline of “The World’s Finest Motor Car”. Many of the striking black and white illustrations were created by artist Paul Gerding (1895–1983). The Duesenberg auto illustrations appeared in Vanity Fair ad Country Life magazines between 1934 and 1935. Beyond artwork, Hollywood helped amplify the brand: stars like Clark Gable and Gary Cooper championed the cars and reinforced their image of unmatched luxury.
One of the best known campaigns was the simple but memorable tagline, “He/She drives a Duesenberg.” By the mid 1930s, the advertisements shifted away from descriptions of the cars themselves, instead spotlighting the lifestyles of their owners—yacht captains, manor ladies, and other figures of privilege. But with prices starting at $9,500 during the Great Depression, a Duesenberg was far beyond the reach of most Americans.
Early models easily attracted buyers, particularly the Murphy-bodied town cars with their distinctive narrow windshields, aluminum pillars, and sleek profile. Between 1932 and 1935, Duesenberg produced 36 supercharged models—designated SJ—which offered not only immense power but also exceptional balance and precision on the road.
Duesenberg catalogs and sales material further reinforced the car’s aura, highlighting features such as the disappearing convertible top that dazzled prospective owners. Today, original advertisements and sales pieces are highly collectible, sometimes selling for $200–$300 when they surface.
In the end, Duesenberg advertising of the 1930s helped cement the brand as a true American classic. Many historians still regard Duesenberg as the maker of the world’s finest classic motor car.
Biography
Rae Kimes Beverly & Jr. Clark Austin Henry. “Standard Catalog of American Car 1805- 1942 “Krause Publications Iola Wisconsin 1989.
Mac’s Motor city Garage. “He Drives a Duesenberg Marketing the magnificent model” September 1, 2022, by MCG.
Weber Louis. “Cars of the classic ‘30s A Decade of Elegant Design” Publications International, Ltd. 2004.
