Packard Custom 8
The Packard “Super 8” had a relatively short life. It was only in production between 1939 and 1951. Furthermore, since many of those years were war years, only a limited number were made. But its long, tube-like body gave the car a very distinctive style. That look helped the Super 8 be one of Packard’s signature automobiles during its run.
Packard, which was founded in 1899, was one of the first luxury car companies in America. In fact, most all automobiles were luxury items until suburbia exploded after World War II. The first top-of-the-line Runabouts had a $1,500 sticker price, which made it about twice or even thrice as expensive as many other vehicles on the market. The Custom 8 was not the highest-price Packard, but it is one of the most memorable ones.
The 1939 Packard Custom 8
These vehicles were available in two-door coupe, two-door convertible, and four-door sedan models. The aforementioned price reduction was designed to help capture more of the market. But the move may have backfired, as it lowered the brand’s prestige in the eyes of many American consumers.
Nevertheless, the new Custom 8s were very popular cars. Part of that success had to do with the vehicle’s distinctive body. There were also some innovations under the hood. The Custom 8’s transmission featured Econo-Drive, which was basically the first overdrive. It reduced engine wear by up to 25 percent at speeds over 30mph. These vehicles also featured a fifth shock absorber to accommodate the engine’s versatility, as well as Handishaft column gear shift levers on some models. Each one of these vehicles had a powerful 160hp engine, just like most other Packards of the time.
1947 Redesign
During World War II, Packard converted to war footing. It produced large numbers of aircraft engines, mostly for the P-51 Mustang. Packard also churned out lots of marine engines, mostly for PT boats and other smaller craft. But company designers continued tinkering with the Custom 8. When full-time production resumed in 1947, two years after the war ended, the Custom 8 was a radically different vehicle, at least on the outside.
These vehicles had Clipper-style bodies. Its concealed running boards, wide grille, and squared roof gave these vehicles a very distinctive look. Other automakers, most notably General Motors, later copied many of these features. There was no eggcrate grille and some additional chrome trim.
Yet overall, Packard continued to struggle. The company simply was not big enough to compete with the Big Three in the larger market. Efforts to promote fleet sales of Custom 8s largely fell flat. So, the company kept looking for answers.
The 1951 Custom 8
Despite the company’s problems, Packards outsold Cadillacs, the comparable GM brand, until the early 1950s. The redesigned Custom 8 had a lot to do with that limited success. These vehicles eschewed the round look of most of its contemporaries and instead had a more streamlined square body. After 1951, the Custom 8 ceased to exist, having been replaced by the Packard 400.
