By Robert Tate, Award-Winning Automotive Historian and Researcher
Images Courtesy of the Robert Tate Collection
Published 11/20.2024
An example of an Pierce-Arrow advertising illustration (Robert Tate Collection)
The Pierce-Arrow automobile brand has an interesting history that many historians still talk about today. The Pierce-Arrow Motor Car Company was located in Buffalo, New York and operated from 1901 to 1938. It was well-known for producing expensive luxury automobiles, as well as boats, motorcycles and bicycles in a factory designed by Detroit industrial architect Albert Kahn.
Another example of Pierce-Arrow advertising with the illustration and key stats and pricing (Robert Tate Collection)
The company was formed by George N. Pierce, who was previously involved with manufacturing household items before his interest in automobiles. His first automobile was called the Arrow, which offered an engine mounted in the front of the car. For many years, owning a Pierce-Arrow became a status symbol, as the vehicles were owned by the super-rich or Hollywood stars of the era.
A Pierce-Arrow ad emphasizing the brand's luxury (Robert Tate Collection)
In 1928, the Studebaker Corporation of South Bend, Indiana purchased Pierce-Arrow to move into the luxury market. With the cash infusion, Pierce-Arrow introduced a new eight-cylinder engine in the 1930s which became very popular.
An ad for the Pierce-Arrow Dual-Valve Six (Robert Tate Collection)
For 1931, Pierce-Arrow introduced the following series: 43, 42, and 41. The higher the number designations meant the lowest priced car in brand’s lineup. Despite the economic hardships that came with the beginning of the Great Depression, the automobile had become the great symbol for travel and a necessity for many Americans.
Pierce-Arrow advertising illustrations were created with a great artistic appeal, and sometimes were very understated. For example, the illustrations often placed the automobile in the background rather than the foreground.
In addition, Pierce-Arrow advertising featured very stylish illustrations with fashionable automotive artwork that Americans admired. Some of the talented artists who illustrated the Pierce-Arrow print advertising campaigns included Louis Fancher, Ludwig Hohlwein, Myron Perley, John Sherdan, Edward Willson, and many others. The advertising would often feature the automobile in places not normally entered, and the messaging in the ads emphasized luxury, power and price. For example, one ad featured in this story says, “And now, again Pierce Arrow steps out with a new eight at $2,195.” For years, historians have said that the most attention-grabbing automobile advertising lists the price of the vehicle, along with engine performance and gas mileage.
During the 1930s, all of the automakers were affected by the Great Depression. Studebaker had to declare bankruptcy and sold Pierce-Arrow to a group of Buffalo investors in 1933. Despite the change in ownership, Pierce-Arrow only continued to sell automobiles through 1938. In fact, the Pierce-Arrow manufacturing and sales in 1938 totaled less than 100 vehicles.
A 1936 Pierce-Arrow ad (Robert Tate Collection)
In conclusion, Pierce-Arrow’s advertising featured great works of art illustrated by talented artists, which will always be a part of our automotive history.
Bibliography
Moloney, James H. “Encyclopedia of American Cars 1930 to 1942.” Crestline Publishing, 1977.
Stern, Jan & Michael. “Auto Ads.” Random House, New York, 1978.
Foster, Pat. “Renowned for Craftsmanship, Pierce-Arrow Couldn’t Survive the Great Depression.” Hemmings.com, July 3, 2024.