Original cost: Approx. $800.00 ($611.00 – 1937 Standard Tudor Sedan)
On loan from: Don Walker, Shelton, NE
Previous owner: Mr. Walker’s grandmother purchased the car new from Amos Motors, Shelton, NE in 1937. He is the second owner.
Number made: 147,794 (Model 78 Standard Series, Tudor Sedan)
Engine, etc.: Chevy 350. (Original 1937 Model 78: V-8, L-head; 221 cu. in.; 2,616 lbs.; 112 in. wheelbase
The 1937 Ford’s were called both “one of the handsomest cars of the decade” and “ the ugliest Fords ever built”. Henry Ford ordered the wheelbase reduced for 1937 and the resulting car looked stubby.
The American economy had made a substantial but incomplete recovery by 1936 which continued into 1937. Ford built 7.2% more cars in 1937 than it did in 1936. Profits, however, weren’t nearly as high due to the high cost of design changes for the 1937 models. Adding to Ford’s problem was an oversupply of used cars that dealerships had taken in as trade-ins during high sales in the spring. Ford approached the problem by staging a “Used Car Week” and dealers in many communities burned the poorest cars. The conflagration of the old clunkers attracted attention and customers which helped reduce used car inventory by 22,804 units and increased new-car sales.
Seventeen models were offered with two trim levels in 1937. Design changes included a new all-steel top that swept back in an unbroken line. It was a wide roomy car with a low center of gravity. Curves flowed from the front to the back and from side to side. The windshield was a two-piece slanted “V” shape instead of the single pane of earlier years and opened on all closed body models. Headlights were integrated into the fenders instead of free-standing. The sharply angled grille was probably copied from the Lincoln Zephyr and the hood was hinged at the rear (windshield) side. The steering ratio was lowered to reduce the amount of effort required and brakes were revised. Henry Ford did not trust hydraulic brakes so the new brakes were still mechanical, controlled by steel cables. Safety glass was used in all windows. The frame was all steel welded together for protective strength.
Improvements to the 85 hp V-8 engine included a higher capacity water pump that pushed water through rather than using suction and larger main bearings.
Interior comforts included better springs and body insulation for a quieter ride, a new instrument panel with gauges grouped for easy reading, a starter button on the dash, and a driver’s seat that rose as it slid forward. Options included heater, radio, clock, cigar lighter, radio antenna, seat covers, and white sidewall tires. Upholstery could be ordered in either mohair or broadcloth.
With all of the changes for 1937, Ford encouraged potential buyers to “Examine it in detail – see how The Quality Car in the Low-Price Field is more than ever The Universal Car”.
Sources: http://auto.howstuffworks.com/1937-1938-ford1.htm
http://www.conceptcarz.com/vehicle/z12862/Ford-Model-78.aspx
http://www.oldcarbrochures.org/NA/Ford/1937_Ford/1937-Ford-Full-Line-Brochure/1937-Ford-Full-Line-01 (Original brochure, 1937 Fords)