If Not Ford, Then Who?
Our previous post conveyed how management had allowed one or two sporting models to be produced by Ford Motor Company before Henry Ford killed the projects. He was an autocrat and obsessed with a vision of producing a cheap car for the working man; nothing else would do.
Smart money would have bet that that Henry Ford should have created a Model T speedster to accompany the other Ford bodies. Henry was a sharp marketer, and by 1910 many companies were already producing speedsters as loss-leaders, as they figured out that a speedster in the showroom brought more bodies in the door. And cash in the coffer!
1907 Mora Racytype. Mora was just one of many companies of this era that put a speedster in the showroom to bring in the tire-kickers. Image courtesy AACA library
But Ol’ Henry didn’t do that for three very good reasons:
1. a sporty speedster didn’t fit his vision for an Everyman car
2. his company was producing and selling thousands of cars by 1910
3. he was already making hand-over-fist money and achieving his mission
“So, why fix what ain’t broke?” Henry Ford must have thought.
It was up to other entrepreneurs to do that.
Speed-Crazed
As we previously recounted, by 1912 speed-crazed enthusiasts were already tinkering with used-up Fords hunkering in backyards, junkers just waiting to be revived and re-purposed. It took almost no effort to remove several bolts to lift off and discard the T’s body, mount some seats and a tank on the now-bare chassis, fire up that flivver, and off they would go adventuring!
Ford Chassis top view. This appeared in catalogs and the 1916 Fordowner mag.
Beginning in 1910, Ford had offered a bare chassis for sale at a healthy price of $460 F.O.B. This price would vary over the years as did the economy and other factors, its cost eventually dipping as low as $225 toward the end of the Model T era.
But a used Model T could be had for a lot less, as conveyed in a promotional letter from E. Katz, sales manager for the Ford Speed & Power Equipment Company in New York City. Ford Speed & Power sold speed parts and aftermarket bodies in the 19-teens and 1920s, one popular body of theirs being the Aerio Speedster. As covered in a prior post, The Aereo was a licensed Morton & Brett body and sold through Sears or Mongomery Ward catalogs. Or directly from Ford Speed.
Fordspeed Aerio speed body for the Ford Model T. Larry Sigworth collection
As Katz relates in his letter to a client:
“Our Aereo Body is the most popular design for anyone requiring a distinctive, snappy model of quality. Its Fiat radiator lines, fully curved long line hood, flaring cowl, louvers cut at racing angle, and snappy Aereo rear, places it in a class by itself.
Then Katz switches from discussing features and shifts into marketing overdrive to create a compelling lifestyle image:
“While a lot of fellows sit around wishing that they could afford a twelve cylinder car, the wise fellow buys a used Flivver and with a beautiful Fordspeed Aereo Body transforms it into a snappy little bug and rides out into God’s country to get a lung-full of pure, exhilarating air, enjoying the self-same and beautiful scenery enjoyed by his Nibs in the velour lined twelve-thousand-dollar gas guzzler.”
But wait - it gets even better:
“Sitting beside her robust and honest fellow … in his bright red or cream yellow roadster, the happy young Miss would rather ride with him than with the middle-aged stout gentleman in his grand limousine with a pompous chauffeur sitting in front.”
Now, that’s a serious poke in the eye…
In closing, Katz reminds the client: “A Ford chassis at this time of the year… can be bought at a very low price… ranging from $25.”
Then he drives his pitch home: “Fill out your order NOW!”
My, what a salesman…
The Aereo was not their only sport body; Ford Speed & Power sold a few other speedster and other car bodies too, as well as speed parts.
1921 Ford Speed catalog page. Note the slight name change, but same company. The tail sections largely differentiated these bodies. However, subtle differences can be seen in the side skirts, louvers, and road clearance.
And, like many parts distribution companies of this era, they served as retailers to the growing fans of speed parts & accessories. No doubt Ford Speed & Power served the mid-Atlantic and New England speedster fans well!
More parts from the Ford Speed company, which served as a regional distributer to the speedster hobby. Organizations like this one formed the roots of the speed accessories movement that continues to this day.
The Chicago Gang
From the advertising literature found in brochures and magazines of the period, it appears that Chicago was a thriving hub of aftermarket body manufacturing and distribution through a variety of catalogs and auto parts jobbers.
1920 National Auto Supply. This was an era when catalog companies thrived and some of the great names, like J.C. Whitney and Western Auto, established their roots.
It’s not 100% clear what company did the manufacturing, but it was likely that Automotive Body Company was the source.
1922 ABC Speedster Bodies catalog Larry Sigworth collection
ABC was located at 549 West Washington Blvd and, as they explained it in Catalog No.15 from April, 1921: “ABC bodies are built in our new factory – one of the most modern automobile body plants in the country.”
Didn’t say where, now, did they?
To continue: “This… is made possible only because of our large factory which is backed with ample capital and equipment under the direction of efficient management.”
Didn’t say who was in charge either. Hmm…
What ABC did do, and wisely, was offer a large variety of touring, sedan, and sports bodies, starting with the Ford Model T and Chevrolet 490, and from there expanding to Dodge, the Maxwell 25, the Saxon 4, and the Overland Models 4 and 90.
For 1921 ABC offered two speedster models, the Ace Speedster and the Victor Speedster, which differed from their sport-bodied siblings by the lack of a windshield and top.
ABC’s 1921 Ace Speedster
ABC’s 1921 Victor Speedster
Appearing in ABC’s 1922 catalog were three bodies, two of which were meant for the street as seen in their ads. The Ace was supplanted by the Highway Speedster and the Victor Speedster was given a more sport-bodied remake.
ABC’s 1922 Highway Speedster
ABC’s 1922 Victor Speedster
These bodies came fully equipped and were meant to be mounted on stock Model T or Chevy 490 frames and using the stock fenders and other running gear.
The third body for 1922 was the ABC Racing Body, a low-slung affair that was not meant to be strung with running lights nor adorned with fenders. It was probably meant for track use.
ABC’s 1922 Racing Body
Other companies operating in Chicago distributed the same bodies but under different model names, perhaps by licensing agreements. For instance, Empire Motor Supply on South Michigan Ave offered a “Demon” Speedster Body in one of its newspaper ads; both bodies on that page appeared in the ABC publications. The Demon resembled the 1922 Victor Speedster.
1922 Empire Speedster ads. Note the Demon body.
Standard Accessories Corp, also of Chicago, posted an ad in the 1922 Dealer’s Standard catalog highlighting a “Man-O-War” Speedster Body for Fords and Chevrolets. Again, using a renamed version of the ABC Victor Speedster.
1922 Standard Accessories catalog, Note the Man O’ War body
Several other Chicago jobbers distributed ABC bodies using their own names: Axtell Auto Accessories, Protection Products, Inc, Lyon Body, and New England Mills renamed and sold as their own. With railways and highways extending in all directions, Chicago was well-placed to serve the Midwest region. Chicago was a hopping place for speedsterism!
1922 Empire Motor Supply’s “Partridge” Speedster
Many of the images in this post are from the Larry Sigworth collection, who has since passed on. May he rest in peace… driving his yellow PACO speedster in Heaven…
Next issue we’ll look at some more companies that made or distributed speedster bodies during the Model T’s heyday. Until then, don’t break your thumb cranking on your T!