Radio advertising of American Automobiles during the 1930s

In my The Automobile and American Life (2009, 2018), I spent considerable time discussing the history of automobile radio during the. 1930s. Crosley, Motorola, Philco, and other companies began making rather bulky expensive sets that became popular very quickly, even with inherent difficulties associated with vacuum tubes and poor antennas.  What I totally failed mention, however, was the role of radio in advertising automobiles during that same decade. I can’t believe I was so superficial!  Above is one example, but there were many.  In addition, some of the most popular radio shows were sponsored by the car companies. Much more needs to be said about this topic, as Americans grow to idolize this wheeled objects as perhaps no other possession.

Long Forgotten: The Oldsmobile Viking

 

Thanks to Old Brochures

James Flink argued long ago that the 1930s automobile industry in the United States was characterized by a "technological stagnation" when compared to previous decades. And that in the same vein, the 30s catchword was "planned obsolescence." Perhaps, but how does one account fort the fact that in 1939 there were still more then 2 million 1927 and earlier Model Ts on the road?

The 1930s were years of substantial changes to the functionality and design of the American automobile. It was about more car for less money. Brakes were increasingly hydraulic rather than mechanical. Front wheels were independently sprung, wheels were demountable, transmissions had synchromesh in the top two gears, wood was eliminated from the body structure, and chrome replaced nickel brightwork, increasingly used as the decade unfolded. Finally, the very shape of the typical automobile became rounded, as exemplified in GM's "turret top "models. Alligator hoods replaced the two-sided arrangement of hood openings that preceded it, making access for repairs somewhat harder at a time when flat rate charges became commonplace.

The Oldsmobile Viking proved to be nothing more than a transitional model to the 1930s. It still had wood wheels, mechanical brakes, and semi-elliptical springs. But ti did have new technology as well -- a mechanical fuel pump and an 8-cylinder engine with a cast monoblock, that was a first before Henry Ford's V-8. Along with the Oakland, Pontiac's companion car, the V-8 was sold only until 1932, then abandoned for the straight 8 at GM until 1949.  

That said, the Viking is a noteworthy car historically, and more should be said about it.

Three-on-the-Tree Manual Transmission Shifting and a Distinctive American Driving Habit, 1938 to the 1960s (And probably well beyond!)

 

Until the 1960s, every car my father had was a manual transmission three-on-the-tree. That included a 1948 Chevy Fleet master, a 1954 Bel-Air, and a 1962 Chevy II 300. The popularity of this setup started with its introduction in 1938 and endured through the 1960s and even 1970s, including automatics on the column. It was safer in terms of visibility than the floor shifter that it replaced and that would ultimately replace it by the 1980s. For my generation, it was symbolic of my parents and their "old" ways. By 1964 the 4 speed on the floor featured in Pontiac GTOs and Corvairs were the way to go, along with the British sports cars that became so popular with my age group.

What the bigger engine and gearing did or American cars, however, was to allow drivers to dispense with shifting altogether, as long as there were no steep hills or traffic jams. It was "0 to 70, and never a hand on the lever," and that statement reflected the theme of safety on one hand and driver laziness on the other. Meanwhile, Europeans with their smaller engines shifter and shifted high revving and low geared engines, but with a floor shifter that my generation thought they were cool but interestingly got in the way of romance. 

ModaMiami honors the birth of the automobile 140 years ago

 Mercedes-Benz 290 Cabriolet A (W 18) 1934, (Archive Mercedes-Benz Classic: 19854)

Ewy Rosqvist (links) und Eva-Maria Falk with their Mercedes-Benz 300 SE „Heckflosse“ Rally car.  ( Archive von Mercedes-Benz Classic: 00075735)

The venue: the Biltmore Hotel Coral Gables in Florida, which opened 100 years ago.

ModaMiami honours the birth of the automobile 140 years ago

The Benz Patent Motor Car in Miami celebrates the beginning of “140 years of innovation”. Carl Benz invented the automobile, and applied for a patent for the “vehicle powered by a petrol engine” on 29 January 1886. This birth certificate of the automobile is now part of the UNESCO Memory of the World Register. At ModaMiami, there will be rides around the exhibition grounds with the Patent Motor Car. In addition, the world’s first automobile will lead a section of the “Moda Classic” drive, which will take place on Friday, 27 February 2026.

Historic highlight for sale: Benz Patent Motor Car

Exciting for collectors: Mercedes-Benz Classic Vehicle Trade offers driveable replicas of the 1886 Patent Motor Car. The fact that all wear and spare parts are available makes maintaining operation easier, e.g. as an impressive demonstration vehicle showing the beginnings of the automobile. Link to Vehicle Trade: https://mb4.me/Gya3CYj6 

Produced in the USA: “American Mercedes”

Another highlight at ModaMiami is the presentation of a rare “American Mercedes” from 1905 from the Mercedes-Benz Classic vehicle collection. The 121-year-old classic symbolises the brand’s long relationship with the United States of America. After ModaMiami, the experts at the Mercedes-Benz Classic Center in Long Beach, California, will prepare the “American Mercedes” for participation in the Pebble Beach Concours d’Elegance (16 August 2026). This is where the car will be competing in the Early American Speedsters (Pre-World War I) class.

Licensed production in Long Island, New York

In 1888 – just two years after the invention of the automobile – piano manufacturer William Steinway, who was of German descent, established the Daimler Motor Company in Long Island, New York. The start-up imported Daimler engines and began producing them under licence as of 1891. From 1898 onwards, the company was called the Daimler Manufacturing Company, and the first complete automobiles were produced from 1905 to 1907. The vehicle known as the “American Mercedes” corresponded in every detail to the Mercedes 45 PS of that time, which was launched on the market in 1904 as the Mercedes Simplex 40/45 PS. The car was advertised as: “The car for speed, power and noiseless running.”

Luxury cars and luxurious sportiness

The story of multifaceted sportiness in the Mercedes-Benz genes is told by other classic vehicles at ModaMiami. A Mercedes-Benz 290 Cabriolet A (W 18) from 1936 and the Mercedes-Benz 300 SL “Gullwing” (W 198) from 1955 from Tyler Hoover (Hoovie’s Garage) are sporty dream cars of their time. The Mercedes-Benz Classic Center in Long Beach has thoroughly overhauled the technology of the 300 SL – accompanied by Hoovie’s Garage in this video: https://www.youtube.com/watch?v=aaGMUg0fOWg. Also on display at ModaMiami is a Mercedes-Benz 300 d from 1961. The 300 was a true successor of the “Grand Mercedes” of the 1930s and soon became the favourite car of political and industrial leaders worldwide. The updated 300 d model with fuel injection debuted in 1957. The three vehicles belong to customers of the Mercedes-Benz Classic Center.

Racing and rallying with the “Fintail”

Mercedes-Benz achieved international success in rallying and endurance racing during the 1960s with “Fintail” saloons from the W 111 and W 112 model series. The Mercedes-Benz Classic Center in Long Beach is offering this Mercedes-Benz 300 SE “Rallye” (W 112) for sale: https://mb4.me/Ycd5EcNT. The vehicle is designed like Ewy Rosqvist’s “Fintail” rally car in the 1964 Argentinian Touring Car Grand Prix with starting number 609.

Mercedes-AMG ONE with Formula 1 technology for the road

The Mercedes-AMG ONE hypercar is another star at ModaMiami – a customer vehicle. Its E PERFORMANCE hybrid drive system is Formula 1 technology for the road and the result of close collaboration with the experts at Mercedes-AMG High Performance Powertrains in Brixworth: it delivers a combined output of 782 kW (1,063 hp), generated by a 1.6-litre V6 hybrid turbo engine and four electric motors. The Mercedes-AMG ONE also features sophisticated active aerodynamics. It made its public debut at the 2022 Goodwood Festival of Speed. Only 275 vehicles have been built.

Homologation model: only 502 EVO II made

A highlight at ModaMiami is the Mercedes-Benz 190 E 2.5-16 Evolution II from 1990. Only 502 vehicles were built as homologation models for the highly successful Mercedes-Benz DTM touring race cars. Now Mercedes-Benz Heritage is bringing an EVO II to the Biltmore Hotel Coral Gables. The vehicle shown is from the homologation series and was later modified for historic motorsport with just a few adjustments: roll cage, engine with single throttle valve, modified suspension. Everything else is production standard. The presentation in Florida also includes a Mercedes-Benz CLK 63 AMG Black Series (C 209) from 2008 with rare red paintwork. On Sunday, 1 March 2026, it will take part in the “The 100 Club” drive, featuring the most exclusive super sports cars at ModaMiami.

MANUFAKTUR Mercedes-Benz at ModaMiami

A further highlight of ModaMiami is the presentation of MANUFAKTUR Mercedes-Benz – the company’s cross-brand customisation programme. Selected materials and craftsmanship refine each vehicle and make it unique. Exhibited at ModaMiami: a Mercedes-AMG G 63 MANUFAKTUR from 2026 in the bright colour Sea Blue Metallic and with other individual equipment features, including an interior in MANUFAKTUR Black with contrasting blue stitching. For even greater personalisation, MANUFAKTUR Made to Measure offers a virtually unlimited choice of exterior colours and additional individual options. Individualisation has a long tradition at Mercedes-Benz. Milestones are the customised “Sindelfingen bodywork” in the 1930’s, the designo customisation programme launched in 1995 and MANUFAKTUR, being offered since 2021.

Successful concept in Florida

Since its premiere in 2024, ModaMiami has established itself as a particularly attractive automotive and lifestyle event centred around the Biltmore Hotel Coral Gables, which opened in 1926. The 2026 programme includes the kick-off on Thursday evening (26 February 2026) at the Concours Club race track, the “Moda Classic” drive on Friday (27 February 2026) and the exhibition at the ModaMiami showfield on Saturday and Sunday (28 February and 1 March 2026). On Sunday afternoon, the Moda Awards will be presented, with which the organisers honour outstanding participating vehicles.

Further research and multimedia material:
mercedes-benz-archive.com/museum

Mercedes-Benz Classic on social media:
https://www.instagram.com/mercedesbenzmuseum
https://www.facebook.com/mercedesbenzmuseum

Mercedes-Benz anniversary year “140 years of innovation”

Since Carl Benz filed the patent for the first automobile 140 years ago and Gottlieb Daimler built his motorised carriage shortly afterwards, Mercedes‑Benz has dedicated itself to constantly innovate and to create the world’s most desirable cars for customers. This ambition has driven every innovation – from the world's first automobile in 1886 to today's intelligent and safe electric vehicles, like the all-new GLC and the award-winning all-new CLA. With the new S-Class, the company continues the biggest product launch programme in its history. With its passion for performance and pioneering power, excellence and an unwavering commitment to customer service, the brand has consistently shaped the future of mobility. The result goes well beyond engineering achievement – it creates the unmistakable feeling that leads through everything Mercedes‑Benz does: Welcome home.

Mercedes-Benz is celebrating 140 years of innovation by driving three new S-Class saloons on a trans continental journey to 140 destinations worldwide. Each place highlights the brand’s technology, heritage, pioneering spirit and worldwide presence. Along the way, customers, fans and colleagues will get to join in the celebrations – on an epic adventure that will run until October. Follow the “140 Years. 140 Places” drive across six continents in our “140 Years of Innovation | Mercedes-Benz Media” special and via the Mercedes-Benz Community.