American Automotive manufacturer Buffalo, New York,United StatesFrom 1901 to 1938
Pierce-Arrow Motor Car Companywas an Americanautomobile manufacturerbased inBuffalo, New York, which was active from 1901 to 1938. Although best known for its expensiveluxury cars, Pierce-Arrow also manufactured commercialtrucks,fire trucks, camp trailers,motorcycles, andbicycles.
Early history
The forerunner of Pierce-Arrow was established in 1865by 1901 had built its first single-cylinder, two-speed, no-reverseMotorette.In 1903, it produced a two-cylinder car, theArrow.
In 1904 Pierce decided to concentrate on making a larger, more luxurious car for the upscale market, theGreat Arrow. This became Pierce's most successful product. The solidly built, four-cylinder car won theGlidden Tourin 1905, an endurance run to determine and celebrate the most reliable car. Thirty-three cars entered the 1100-mile race from New York City to Bretton Woods, New Hampshire; the race was won by Percy Pierce in a Great Arrow.
1905 Pierce Great Arrow
The noted industrial architectAlbert Kahndesigned thePierce Arrow Factory Complexat Elmwood Avenue and Great Arrow Avenue in about 1906. It was listed on theNational Register of Historic Placesin 1974.Pierce sold all rights in the company in 1907, and he died three years later. In 1908, Pierce Motor Company was renamed The Pierce-Arrow Motor Car Company.
The Pierce-Arrow's engine displacement started at a massive 11.7L and was increased later to 13.5L, at the time making it by far the largest engine offered in any production automobile in the world.In 1910 Pierce dropped its other 4-cylinder models and focused exclusively on 6-cylinder cars. The model 6-36, 6-48, and 6-66 continued for the next decade.Starting in 1918, Pierce-Arrow adopted a four-valve per cylinder T-head inline-six engine (Dual Valve Six), one of the few, if only, multi-valveflatheaddesign engines ever made.
In 1910 George N. Pierce died. In 1912Herbert M. Dawley(later a Broadway actor-director) joined Pierce-Arrow, and designed almost every model until 1938.Until 1914, Pierce-Arrow also made a line ofmotorcyclesincluding thePierce Four.
In 1914 Pierce-Arrow adopted its most enduring styling hallmark when itsheadlightswere moved from a traditional placement at the radiator's sides, into flared housings molded into the front fenders of the car. This gave the car an immediately visible distinction in front or side views. At night, the car appeared to have a wider stance. Pierce patented this placement, which endured until the final model of 1938, although Pierce always offered the customer the option of conventional headlamps. Only a minority ordered the option. A restored 1919 Pierce-Arrow is on display at theWoodrow Wilson Presidential Library. An open-bodied Pierce-Arrow carriedWoodrow WilsonandWarren G. Hardingto Harding's 1921 inauguration.
The Pierce-Arrow was astatus symbol, owned by manyHollywoodstars and tycoons. Most of theroyaltyof the world had at least one Pierce-Arrow in its collection. Some have described Pierce and two of its rivals among American luxury cars,PeerlessandPackard, as the "Three P's of Motordom."Industrial efficiency expertFrank Gilbrethextolled the virtues of Pierce-Arrow, in both quality and in its ability to safely transport his large family. Itswheelbasewas 12ft 3in (3.73m). The transmission was a four speed manual in 1919.ActorSessue Hayakawa(Bridge on the River Kwai) famously drove a custom-ordered gold-plated Pierce-Arrow.
Pierce-Arrow advertisem*nts were artistic and understated. Unusual for car advertising, the image of the car was in the background rather than the foreground of the picture. Usually only part of the car was visible. The Pierce-Arrow was typically depicted in elegant and fashionable settings. Some advertisem*nts featured the car in places a car would not normally go, such asthe Westand other rural settings, a testament to the car's ruggedness and quality.
Several second-hand Pierce-Arrow cars were bought byfire departments, stripped down to the chassis and engine, the wheelbase lengthened, and built back intofire engines. Some of these fire engines were in service for up to 20 years.
1929 Pierce Arrow Model 133 Coupe
1928–1933
In 1928, theStudebakerCorporation ofSouth Bend, Indiana, gained control of the Buffalo firm. The association was to last for five years, with moderate benefits to both companies' engineering departments, which continued to function as separate entities.Pierce-Arrow also gained a dealer network, as the cars were sold through Studebaker dealerships. Under Studebaker's ownership, Pierce-Arrow retired the venerable 6-cylinder engine and in 1929 introduced an L-headstraight-eight engine, which displaced 366 cubic inches.
In 1933, Pierce-Arrow unveiled the radically streamlinedSilver Arrowin a final attempt to appeal to the wealthy at theNew York Auto Show. The car was well received by the public and the motoring press, being announced with the slogan "Suddenly it's 1940!" Pierce sold five examples but, since it was priced at $10,000 during the worst of theDepression, the rich were hesitant to spend so much. The bodies were built at Studebaker,which subsequently assisted in rolling out a lower-priced production model. This, however, lacked many luxury features of the show car and still failed to generate enough sales.
Starting in 1936 Pierce-Arrow produced a line of camper-trailers, the Pierce-Arrow Travelodge. They also produced a new V-12 sedan that was redesigned and considered the safest and most luxurious sedan of its day.
TheRio Grande Southern Railroadconverted five Pierce-Arrow automobiles (and a couple ofBuicks) into motorizedrailcars, effectively buses and trucks on rail wheels. The nicknameGalloping Goosewas soon applied to these vehicles, reportedly based on their waddling motion and honking horn. Most of these conversions still survive.
Pierce was the only luxury brand that did not field a lower-priced car (e.g., thePackard 120) to provide cash flow, and without sales or funds for development, the company declared insolvency in 1938 and closed its doors. The final Pierce-Arrow assembled was built by Karl Wise, the firm's chief engineer, from parts secured from the company's receivers. Pierce's remaining assets (which probably would include the forty Arrows made in October 1938) were sold at auction on a Friday, 13 May 1938.
The factory equipment used to make Pierce-Arrow V-12 engines was bought bySeagrave Fire Apparatus, which used it to make engines forfire engines.
1933 Pierce Arrow 836 Club
