4 Most Noteworthy Cars of the 1930s

The 1930s was an interesting time in the automotive industry. America was in the midst of the Great Depression throughout almost the entire decade, and finances were tight for the majority of Americans. In the prior decade, rising incomes and more affordable automobiles had meant many families could buy their own automobile, and wealthier families could afford luxury models.

In the 1930s, the average family had to continue depending on their economy Ford Model A, Chevrolet 6, and Hudson Two-Seater from the 1920s. Those who had purchased luxury Chrsylers, and Cadillacs, Pierce-Arrows no longer had the funds to continue purchasing high end cars.

This left auto companies in an interesting position. Ford, GM, Chrysler, Packard, and other manufacturers had to sell cars to a market that had almost no money to buy cars save for a select few customers who survived the 1930s with their wealth intact.

As a result, cars in the 1930s had innovative designs, new technologies, and almost ironically, the most expensive cars to ever be put on the market, all in an effort to convince consumers to buy. Many of these vintage cars remain as attractive to collectors as there were in the year they were made with unmatched style and features unique to the era. These are 4 of our favorite cars with important moments in the 1930s.

1932 Ford

Ford had long been the dominant name in consumer automobiles, but companies like Chevrolet and Hudson were catching up with designs that promoted style and power. During the Depression, Ford’s earlier focus on the utilitarian and reliable was not going to sell more cars, although it was highly useful for families who already owned a Ford.

But Ford did not get away from their affordable roots entirely and was the exception to the success of high end cars during the Depression. The 1932 Ford, affectionately nicknamed “The Deuce” shortly after its debut, was the first car to include a V8 engine at a price the average consumer could afford in the 1932 Model 18. The Roadster and the Tudor were priced at $410 and $450 respectively. The upgraded, sporty 1932 Ford Coupe was $485.

In design, Ford started to transition from the sharp corners of the earlier Model A and Model T to smoother lines. The car also used a longer wheelbase. Deuces were light and had power, and consumers loved them. In 1932, Ford sold almost 300,000 Model 18s, and another 130,000 of the 4 cylinder Model B.

With so many 1932 Fords available in the second hand market, this car was the start of hot rodding culture as drivers bought cheap Fords and customized them into racers. The cultural impact and history behind this car has made it highly collectible today, even more so because original parts are hard to find since so many of these cars have been hot rodded. Replica 1932 Ford body parts and a number of vintage car parts made it possible to restore a vintage Ford.

1934 LaSalle

First introduced in 1927, LaSalles in the 1930s remained placed as a more affordable companion to higher end Cadillacs. The style was similar with fastback body, large curved fenders, a split windshield, and chrome accents, and the car was reliable, if not as powerful as a Cadillac, with an in-line 8 cylinder engine.

While the car had done well initially, the LaSalle suffered during the Depression, and GM ceased production in 1933 altogether. The 1934 model year was a last ditch effort. If sales did not go up, the LaSalle would be dropped from the GM lineup. The designers came together to create a streamlined car unlike any that had been seen before. Notable features of the 1934 LaSalles included:

• Airplane Influenced Style - Streamlined lines and pontoon fenders replaced the boxy look popular even the year before. The designers also opted to include the spare tire in the trunk rather than mounted on the fender and replaced two-tone color schemes with one color, emphasizing the car’s sleek look.
• Tall, Narrow Grille - Designers use a narrow hood with a tall grille, giving the car a more modernized look that other companies would soon mimic. At the time, however, there was no machinery in place to make this body style and many parts of the 1934 were handmade.
• Straight 8 Engine - The narrow grille and tapered hood meant that the engine compartment was too small for the standard V8 engine. Manufacturers compromised by using the Oldsmobile Straight 8 engine, but made in the Cadillac plant by their technicians.
• Lower Price - LaSalle priced their car at $1,695 or $1,595 for the coupe, down from the year before as they hoped the more affordable price would entice buyers.

The design, power, and price were attractive enough to revitalize sales and impress critics. The car ran as the Indianapolis 500 pace car that year and over 7,000 sold, which was high enough to keep the line afloat.

The LaSalle name was relatively short lived despite this success, making these vintage cars a rarity for collectors. The downfall of the brand occurred as GM struggled to make the LaSalle stand out to cost-conscious consumers in the recession that came on the heels of the Great Depression, and the entry of America into WWII ended production.

1934 Chrysler Airflow

Not every innovative design of the 1930s was a commercial success. While design pivots like the 1932 Ford and the 1934 LaSalle captured the public’s attention, others like the 1934 Chrysler Airflow missed the mark.

To entice buyers in the depressed economy, Chrysler wanted to create an entirely new kind of automobile. They enlisted the help of aviation pioneer Orville Wright and built a wind tunnel in which they could design the aerodynamic Airflow.

The Chrysler Airflow was the first streamlined car for the American market. Its stand out feature was a chrome waterfall grille that stretched from the raked windshield all the way over the curved hood. The interior was spacious and the dashboard was reminiscent of the cockpit of an airplane.

A lightweight all steel body, the first of its kind, added to the fuel efficiency and speed. It also proved to be part of the Airflow’s failure. Rumors circulated that the steel construction made the car unsafe. The new design and materials also meant that Chrysler was not able to keep up with the initial demand and customers began cancelling orders. The high price, comparable to Cadillacs, was also a deterrent. After 1937, Chrysler ended production on the Airflow.

In the end, Chrysler was just too early with the Airflow design. Streamlining and steel construction would become standard in cars by the end of the decade, although the initial doubts about the Airflow persisted. Even today, some car enthusiasts shy away from the Chrysler Airflows as an unreliable design, making the relatively rare vintage car a good value for collectors looking for one.

1938 Cadillac Sixty Special

Luxury was the theme of automobiles in the 1930s, and Cadillac was the ultimate standard for luxury at the time. In the 30s, the Cadillac Series 60 was the most affordable Cadillac a customer could buy - starting at over $2,000.

Cadillac produced an upgrade to the Series 60 with the 1938 Cadillac Sixty Special, designed to be an intermediate product between the Series 60 and more expensive Series 70/75. But more than just additional trim, the Sixty Special was an entirely new car that stood out from Cadillac’s line up. In terms of styling, features included:

• No running boards, a change other Cadillac models and car designers quickly followed.
• 3 inches added to the frame length, with a frame that was also dropped.
• Side mounted spare tires as an option.
• Front-hinged doors to replace the suicide doors on the Series 60.
• Trunk similar in style to a coupe.

The only body option in the first year was a 4 door sedan, but these and other features made it look like a convertible. The styling was sleek and sporty, while the longer, lower, and wider body also provided more interior space, making this one of the first 5 passenger sedans available on the market.

Another important change in line with shifting ideas at the time was that Cadillac marketed the Sixty Special as an owner-driven car. Prior to this car, luxury cars were made to be driven by a chauffeur. Cadillac paved the way for high end cars that were as fun to drive as they were comfortable.

Customers instantly loved the new design. Sales on the Sixty Special beat every other model in the Cadillac line up that year with 3,703 produced. Today, the rarity of vintage Cadillac Sixty Specials gives them a high price among collectors looking to preserve a pre-war car.

Restoring and Maintaining a Pre-War Car with Parts from Vintage Auto Garage

Pre-war cars are a special item for collectors. These antique cars have a unique look that would soon be transformed with the start of WWII and post-war design. 1930s designs and technology in particular stand out from earlier decades as either the beginnings of a new style or an innovation that would not last the decade.

Restoring a 1930s car and keeping it running well also requires a different approach than later cars. Fewer cars were produced and sold during the Great Depression, and stock parts can be difficult to locate. New parts must be compatible with 6 volt electrical systems and older motors while still delivering dependable performance.

Vintage Auto Garage sells a vast array of vintage car parts for Ford, Chrysler, Cadillac, Chevrolet, and more. Our flagship product is our 6 volt to 12 volt conversion kits, perfect for 1930s cars. We also sell the electrical wiring, starters, solenoids, 1932 Ford body pieces, fuel pumps, gauges, and other equipment you need to keep your car running and preserve its vintage appearance. Browse our website for parts for Depression-era cars, or call our team for help with your specific vehicle.