# Packard
**Packard** was an American luxury automobile manufacturer, founded in Warren, Ohio in 1899 and based in Detroit from 1903 until its Detroit operations ended in 1956, although Packard-badged cars continued through the 1958 model year. Over its lifetime it built 1,610,890 automobiles[1](https://www.uniquecarsandparts.com/lost_marques_packard.htm). The merged Studebaker-Packard Corporation struggled financially at first but earned a net profit of $28.5 million in 1959, the Detroit plant closed when the last true Packard was produced in 1956, and the name was discontinued two years later[2](https://historicdetroit.org/buildings/packard-plant) • [27](https://time.com/archive/6613563/business-man-on-a-lark/).
| Key fact | Detail |
|---|---|
| Lifespan | First car (Model A) November 6, 1899, Warren, Ohio; last Packard-badged car after the 1958 model year[3](https://www.hagley.org/research/news/hagley-vault/november-6-1899-packard-brothers-debuted-packard-model-warren-ohio) • [4](https://www.hemmings.com/stories/tombstone-talk-what-exactly-caused-packard-to-fold/) |
| Total output | 1,610,890 automobiles, 1899–1958[1](https://www.uniquecarsandparts.com/lost_marques_packard.htm) |
| Best years | 109,518 cars in calendar 1937; 104,593 sold in 1948[1](https://www.uniquecarsandparts.com/lost_marques_packard.htm) |
| Signature engine | Twin Six V-12 of 1915, the first series-production V-12; the 1932–39 Twelve displaced 445.5 cu in at 160 hp[5](https://www.timescolonist.com/driving/bill-vance-depression-era-models-eroded-packards-prestige-4692577) • [6](http://steelhorsemag.com/1939-cadillac-v-16-versus-1939-packard-twelve/) |
| Wartime output | 55,873 license-built Rolls-Royce Merlin V-12 engines, 1941–45, of 66,665 total aero engines[7](https://www.enginehistory.org/Piston/Packard/StatsProdPackardAero.pdf) |
| End | Studebaker purchased October 1, 1954; 7,431 Studebaker-based Packards built 1957–58; marque dropped 1958, name removed from the corporation in 1962[8](https://www.packardclub.org/history.php) • [1](https://www.uniquecarsandparts.com/lost_marques_packard.htm) • [4](https://www.hemmings.com/stories/tombstone-talk-what-exactly-caused-packard-to-fold/) |
## Founding and early years (1899–1915)
The Packard Model A debuted on November 6, 1899 in Warren, Ohio, created by brothers James Ward and William Packard with George Lewis Weiss, after James suggested improvements to Weiss's design[3](https://www.hagley.org/research/news/hagley-vault/november-6-1899-packard-brothers-debuted-packard-model-warren-ohio). In 1902 the business was renamed the Packard Motor Car Company, and it moved to Detroit the next year[9](https://www.detroithistorical.org/learn/online-research/encyclopedia-of-detroit/packard-motor-car-company); the 1902 reorganization carried capital of $525,000, and the Detroit factory opened with 160 employees[10](https://www.americanautohistory.com/Marques/Marque800.htm).
The company hired the architect Albert Kahn in early 1903 to design a factory on 40 acres along Grand Boulevard[2](https://historicdetroit.org/buildings/packard-plant). The first nine buildings (1903–1905) were wood-constructed; Building No. 10 of 1906 used Julius Kahn's "Kahn trussed bar" steel reinforcement to become the first factory to use reinforced concrete for floors, support columns, and ceilings, permitting window-walled, naturally lit halls[11](https://packardprovinggrounds.org/albert-kahn-architect-of-the-packard-proving-grounds/). The Albert Kahn Legacy Foundation ranks it the world's second reinforced-concrete auto factory, after Cadillac's[12](https://albertkahnlegacy.org/blog/construction-and-demise-of-the-packard-plant/).
## The luxury era and the Packard Twelve
Packard's prestige rested on engineering. On [New Year's Day](https://www.edgepedia.org/new-years-day) 1915 chief engineer Jesse G. Vincent began drafting the Twin Six, which entered production a few months later as the first V-12 offered by an American company[10](https://www.americanautohistory.com/Marques/Marque800.htm) and the first series-production V-12 engine[5](https://www.timescolonist.com/driving/bill-vance-depression-era-models-eroded-packards-prestige-4692577). The Twin Six line sold in volume: 14,176 Third 35 units in 1918–23[13](https://www.packardclub.org/reference-data.php).
When Cadillac countered with its V-12 and V-16 in 1930, Packard answered with a new Twin Six in 1932, renamed the Twelve in 1933 and built until 1939[5](https://www.timescolonist.com/driving/bill-vance-depression-era-models-eroded-packards-prestige-4692577). The 1932 V-12 displaced 445.5 cubic inches and produced 160 horsepower, nearly matching the [Cadillac V-16](https://www.edgepedia.org/cadillac-v-16) in both displacement and power[6](http://steelhorsemag.com/1939-cadillac-v-16-versus-1939-packard-twelve/). The big Packard outsold the Cadillac V-16 by margins as high as four to one[6](http://steelhorsemag.com/1939-cadillac-v-16-versus-1939-packard-twelve/). In 1937 [General Motors](https://www.edgepedia.org/general-motors) sold only 50 Cadillac V-16s and 478 V-12s, against 13,636 Cadillac V-8s and 32,005 LaSalles, while Packard built 1,300 Twelves[6](http://steelhorsemag.com/1939-cadillac-v-16-versus-1939-packard-twelve/). Volume nonetheless collapsed: sales of the Twelve had not topped 1,000 units a year since 1933[14](https://ateupwithmotor.com/model-histories/bathtub-packard-history/). Packard sold 446 Twelves in 1939, the model's final year; the last left the factory on August 8, 1939, after which Cadillac "won the contest by default"[15](https://www.hemmings.com/stories/the-end-of-the-classic-era/) • [6](http://steelhorsemag.com/1939-cadillac-v-16-versus-1939-packard-twelve/).
## By the numbers
Packard's scale peaked in the late 1930s. Its largest annual production was 109,518 cars in 1937, approached but not equalled by the best postwar year, 1948, with 104,593 sold[1](https://www.uniquecarsandparts.com/lost_marques_packard.htm). Measured by series, the Fifteenth Series of 1936–37 was the highest-production prewar series at 122,593 cars, including 6,675 Twelve-series cars[13](https://www.packardclub.org/reference-data.php); the two figures measure different things, calendar-year output versus a model series spanning two years. In 1932, the Depression's trough, Packard held a 35.6 percent share of the luxury market against Cadillac's 16.9 percent, of a much smaller total market than before[16](https://driventowrite.com/2023/09/05/book-of-the-dead-packard-part-one/). Later benchmarks trace the decline: 69,921 cars for the 1952 model year (16th in the industry)[17](https://packardinfo.com/xoops/html/modules/modelinfo/index.php?id=1952&mode=year), about 31,000 for 1954[18](https://www.indieauto.org/2025/04/09/1954-packard-clipper-the-car-that-ended-the-automakers-independence/), and 28,835 for 1956, when calendar-year sales of 13,432 dropped Packard to 15th in industry rankings[19](https://packardinfo.com/xoops/html/modules/modelinfo/index.php?id=1956&mode=year).
## Downmarket shift and World War II
The Packard 120 opened the marque to mid-priced buyers, with a base price of $990 for the business coupe[1](https://www.uniquecarsandparts.com/lost_marques_packard.htm). Sales tripled in 1935 and doubled in 1936[20](https://nyheritage.org/exhibits/packard-family-legacy-innovation-and-philanthropy/packard-company-brief).
Packard converted to 100 percent wartime production and built over 55,000 combat engines, ending the war financially stable with assets of $33 million[20](https://nyheritage.org/exhibits/packard-family-legacy-innovation-and-philanthropy/packard-company-brief). Its own production records show 55,873 license-built Rolls-Royce Merlin V-12s between 1941 and 1945, rated at 1,280/1,660 hp at 3,000 rpm, within a total aero-engine output of 66,665 units across all models[7](https://www.enginehistory.org/Piston/Packard/StatsProdPackardAero.pdf). Postwar, the same records show jet production: 3,025 J47s of 5,400 lb thrust (1952–54)[7](https://www.enginehistory.org/Piston/Packard/StatsProdPackardAero.pdf).
## Postwar decline and Studebaker-Packard
Civilian production resumed with the carryover 21st Series, which produced 80,660 cars in 1946–47[13](https://www.packardclub.org/reference-data.php). In May 1952 Ferry announced James J. Nance as president and general manager[17](https://packardinfo.com/xoops/html/modules/modelinfo/index.php?id=1952&mode=year). Nance had no prior automobile experience and came from selling appliances[4](https://www.hemmings.com/stories/tombstone-talk-what-exactly-caused-packard-to-fold/).
For 1956 the factory claimed the industry's highest horsepower, 310 in the Caribbean and 290 in the Patrician and Four Hundred, and offered Electronic Push-Button Ultramatic transmission, Twin-Traction Safety Differential, a 10-to-1 compression ratio, and up to 20 percent higher fuel economy; the 1956 Clipper was the only car in its price class with Torsion-Level Ride[21](https://xr793.com/wp-content/uploads/2020/02/1956-Packard-Data-Book.pdf).
The fatal decision came in October 1954, when Packard Motor Car Company purchased the Studebaker Corporation and became the Studebaker-Packard Corporation[8](https://www.packardclub.org/history.php). Nance relied on estimates of Studebaker's numbers rather than a thorough examination of its books, which would have shown [Studebaker](https://www.edgepedia.org/studebaker) in a weaker position than expected[4](https://www.hemmings.com/stories/tombstone-talk-what-exactly-caused-packard-to-fold/). The merger coincided with a market squeeze: Ford and General Motors together captured 77.9 percent of the domestic market in 1954, up 12.1 percentage points from two years earlier amid a Ford–[Chevrolet](https://www.edgepedia.org/chevrolet) price war, and the independents' collective share crashed from 14.3 percent in 1952 to 5.7 percent in 1954[18](https://www.indieauto.org/2025/04/09/1954-packard-clipper-the-car-that-ended-the-automakers-independence/).
By early 1956 Studebaker-Packard was running out of money. Banks pulled their credit lines one by one, and when the last bank said no in 1956, Packard consolidated its product line and assembly[22](https://www.hagerty.com/media/car-profiles/10-reasons-why-packard-died/). On July 27, 1956 the company entered a joint management agreement with [Curtiss-Wright](https://www.edgepedia.org/curtiss-wright)[19](https://packardinfo.com/xoops/html/modules/modelinfo/index.php?id=1956&mode=year). Only 7,431 Studebaker-based Packards were made across 1957–58, including 588 wide-mouthed Packard Hawks in 1958; after that model year the Packard automobile was no more, and in April 1962 the company became the Studebaker Corporation, eliminating "Packard" from its name[1](https://www.uniquecarsandparts.com/lost_marques_packard.htm) • [4](https://www.hemmings.com/stories/tombstone-talk-what-exactly-caused-packard-to-fold/).
## How it compares with its rivals
The [Depression](https://www.edgepedia.org/depression) killed Packard's luxury rivals: Peerless shut down in 1932 and Pierce-Arrow followed by 1938, while Packard's single production line allowed it to continue while maintaining lower costs[20](https://nyheritage.org/exhibits/packard-family-legacy-innovation-and-philanthropy/packard-company-brief). By 1940 only Cadillac, Lincoln, the [Chrysler Imperial](https://www.edgepedia.org/chrysler-imperial), and Packard remained of the American luxury carmakers[16](https://driventowrite.com/2023/09/05/book-of-the-dead-packard-part-one/). Unlike Cadillac, Packard never recovered its luxury standing after the downmarket move, and the pattern shows in its own mix: junior Packards comprised almost 71 percent of 1951 production, rising to 74 percent in 1952 and almost 74 percent in 1954[23](https://www.indieauto.org/2025/06/05/packard-kept-a-bigger-foothold-in-the-luxury-car-field-than-commonly-assumed/). Between 1951 and 1956 junior output fell by 74 percent while senior output fell by under 65 percent, indicating that Packard's biggest problem was its entry-level cars rather than its luxury models[23](https://www.indieauto.org/2025/06/05/packard-kept-a-bigger-foothold-in-the-luxury-car-field-than-commonly-assumed/).
## Aftermath and legacy
The East Grand Boulevard plant, operational from 1903 to 1956 and spanning 3.5 million square feet, idled about 11,000 workers when Packard ceased operations there in 1956[24](https://eu.detroitnews.com/story/business/2025/03/12/the-packard-plants-demolition-is-done-next-up-finding-a-new-use/80313093007/) • [12](https://albertkahnlegacy.org/blog/construction-and-demise-of-the-packard-plant/). Parts of the complex became the Motor City Industrial Park, closed by the City in 1999, after which scrappers reduced it to 3.5 million square feet of ruin[2](https://historicdetroit.org/buildings/packard-plant); the iconic clock-adorned bridge over East Grand Boulevard collapsed in 2019[9](https://www.detroithistorical.org/learn/online-research/encyclopedia-of-detroit/packard-motor-car-company). The city owns 37 acres of the site after previous owner Fernando Palazuelo failed to realize his 2017 vision of a $350 million mixed-use development[24](https://eu.detroitnews.com/story/business/2025/03/12/the-packard-plants-demolition-is-done-next-up-finding-a-new-use/80313093007/). The city's two-year demolition, begun in late 2022, was completed in December 2024, leaving two structures: 1580 E. Grand Blvd. at 112,000 square feet and 1539 E. Grand Blvd. at 116,000 square feet[2](https://historicdetroit.org/buildings/packard-plant).
On December 1, 2025, Detroit signed a letter of intent with Packard Development Partners LLC for a 28-acre adaptive-reuse project called Packard Park, estimated to cost north of $50 million and expected complete by 2029, including a new 393,000-square-foot Class-A industrial building with 300 permanent manufacturing jobs, a renovated 117,000-square-foot Albert Kahn legacy building with 42 affordable housing units, Detroit's first indoor skate park, and the MODEM Museum of Detroit Electronic Music[25](https://detroitmi.gov/news/mayor-duggan-announces-proposed-28-acre-redevelopment-southern-half-packard-plant). The letter of intent expired on February 11, 2026, and on March 26, 2026 Mayor Mary Sheffield's administration announced it was exploring a broader range of redevelopment options before moving forward[26](https://www.clickondetroit.com/news/local/2026/03/26/city-of-detroit-reassesses-historic-packard-plant-plans-after-letter-of-intent-expiration/).
## References
1. [Lost Marques: Packard, Unique Cars and Parts](https://www.uniquecarsandparts.com/lost_marques_packard.htm)
2. [Packard Plant (Motor City Industrial Park), Historic Detroit](https://historicdetroit.org/buildings/packard-plant)
3. [On November 6, 1899, the Packard Brothers debuted the Packard Model A, Hagley Library](https://www.hagley.org/research/news/hagley-vault/november-6-1899-packard-brothers-debuted-packard-model-warren-ohio)
4. [Tombstone talk: What exactly caused Packard to fold?, Hemmings](https://www.hemmings.com/stories/tombstone-talk-what-exactly-caused-packard-to-fold/)
5. [Bill Vance: Depression-era models eroded Packard's prestige, Times Colonist](https://www.timescolonist.com/driving/bill-vance-depression-era-models-eroded-packards-prestige-4692577)
6. [1939 Cadillac V-16 versus 1939 Packard Twelve, Steel Horse](http://steelhorsemag.com/1939-cadillac-v-16-versus-1939-packard-twelve/)
7. [Statistics of Packard Production Aero Engines, Engine Historical Society](https://www.enginehistory.org/Piston/Packard/StatsProdPackardAero.pdf)
8. [History, PackardClub.org](https://www.packardclub.org/history.php)
9. [Packard Motor Car Company, Detroit Historical Society](https://www.detroithistorical.org/learn/online-research/encyclopedia-of-detroit/packard-motor-car-company)
10. [Car History — Packard (Part 1: 1893–1916), American Auto History](https://www.americanautohistory.com/Marques/Marque800.htm)
11. [Albert Kahn, Architect of the Packard Proving Grounds, Packard Proving Grounds Historic Site](https://packardprovinggrounds.org/albert-kahn-architect-of-the-packard-proving-grounds/)
12. [Construction and Demise of the Packard Plant, Albert Kahn Legacy Foundation](https://albertkahnlegacy.org/blog/construction-and-demise-of-the-packard-plant/)
13. [Reference Data, PackardClub.org](https://www.packardclub.org/reference-data.php)
14. [Fall from Grace: The Bathtub Packards, Ate Up With Motor](https://ateupwithmotor.com/model-histories/bathtub-packard-history/)
15. [The End of the Classic Era, Hemmings](https://www.hemmings.com/stories/the-end-of-the-classic-era/)
16. [Book of the Dead — Packard (Part One), Driven to Write](https://driventowrite.com/2023/09/05/book-of-the-dead-packard-part-one/)
17. [Model Information — 1952, Packard Motor Car Information](https://packardinfo.com/xoops/html/modules/modelinfo/index.php?id=1952&mode=year)
18. [1954 Packard Clipper: The car that ended the automaker's independence, Indie Auto](https://www.indieauto.org/2025/04/09/1954-packard-clipper-the-car-that-ended-the-automakers-independence/)
19. [Model Information — 1956, Packard Motor Car Information](https://packardinfo.com/xoops/html/modules/modelinfo/index.php?id=1956&mode=year)
20. [The Packard Company in Brief, New York Heritage](https://nyheritage.org/exhibits/packard-family-legacy-innovation-and-philanthropy/packard-company-brief)
21. [1956 Packard Data Book (factory document)](https://xr793.com/wp-content/uploads/2020/02/1956-Packard-Data-Book.pdf)
22. [The top 10 reasons why Packard died, Hagerty](https://www.hagerty.com/media/car-profiles/10-reasons-why-packard-died/)
23. [Packard kept a bigger foothold in the luxury-car field than commonly assumed, Indie Auto](https://www.indieauto.org/2025/06/05/packard-kept-a-bigger-foothold-in-the-luxury-car-field-than-commonly-assumed/)
24. [The Packard Plant's demolition is done. Next up: Finding a new use for the sprawling site, The Detroit News](https://eu.detroitnews.com/story/business/2025/03/12/the-packard-plants-demolition-is-done-next-up-finding-a-new-use/80313093007/)
25. [Mayor Duggan announces proposed 28-acre redevelopment for southern half of Packard Plant, City of Detroit](https://detroitmi.gov/news/mayor-duggan-announces-proposed-28-acre-redevelopment-southern-half-packard-plant)
26. [City of Detroit reassesses historic Packard Plant plans after Letter of Intent expiration, ClickOnDetroit](https://www.clickondetroit.com/news/local/2026/03/26/city-of-detroit-reassesses-historic-packard-plant-plans-after-letter-of-intent-expiration/)
27. [Business Man on a Lark, time.com](https://time.com/archive/6613563/business-man-on-a-lark/)
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*Topic: Encyclopedia › Technology and the built world › Transport and spaceflight › Road transport › Automobiles › Automobile manufacturers and marques › American manufacturers and marques*
*Initially written Sep 17, 2026 · Reviewed: Sep 20, 2026; Sep 30, 2026; Oct 15, 2026 · Edited: Sep 30, 2026; Oct 15, 2026 · Last review: Oct 15, 2026*
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License: Edgepedia Community License 1.0, https://www.edgepedia.org/edgepedia/license