Originally for budget-minded buyers, designed to compete with Ford and Chevrolet, Essex found great success. This story continues from last week’s ‘Roscoe Jackson – consumed by ambition.’

THE introduction of Essex in 1919 as a separate company that was in essence a lower priced companion model to Hudson left American Motors sited.

Primarily, it was in excellent position to garner a larger share of the market as the economy recovered from the post war slump.

Though priced $US900 more than a Ford, the Essex sold briskly. Further fueling sales was the introduction of a closed sedan with a price of just $US1495. No other manufacturer was offering a closed car at this price.

Essex dealers were encouraged by Hudson to capitalize on the growing reputation for speed and endurance, the unique F head engine, and the familial association with Hudson.

Some ambitious dealers were so inspired by this message they staged speed and endurance tests in demonstrator models with customers on board!

For the abbreviated model year 21,879 cars were sold in 1919. With minor changes to styling, and slight improvements mechanically the Essex remained relatively unchanged until 1924 when the then legendary F-head four-cylinder engine was replaced with an all new L-head six-cylinder.

The Hudson built engine offered features unheard of in a mid-price automobile. Deeper oil trough to improve lubrication for the rear main bearing on steep grades. A fully balanced three bearing crankshaft. Aluminum pistons. Roller valve lifters. Automatic spark advance. A cast enbloc intake manifold. The styling was also all new.

It proved to be a winning combination as 74,523 vehicles were shipped to dealers in 1924. Meanwhile, the parent company, Hudson, was positioning itself for a mid-decade surge with all new models and the introduction of technologically advanced features.

In mid-June 1923, for the 1924 model year. Hudson a fully restyled car with an array of mechanical improvements from engine to suspension. More than 59,000 models sold. The stage was set for Hudson to become a dominant manufacturer.

For calendar year 1925, 269,474 Hudson and Essex automobiles rolled from the factory. This placed Hudson Motor Company in a solid third place position behind Chevrolet and Ford. But this was only the beginning.

With profits exceeding $14.5 million the company initiated aggressive expansion. An all new $3 million body plant was built. An additional $7 million was spent to modernize and expand production, improve the engine casting facility, and develop a training program for dealers and their mechanics. The line between Hudson and Essex was blurred in 1927, but the Essex continued to outsell its parent.

The year 1929 was pivotal for the company and for the world. The boom times of the 1920s were largely fueled by expansive corporate loans and the introduction of consumer financing programs such GMAC.

Still, in rural areas, the post war collapse in agricultural prices had devastated local economies and for most of the decade small town banks failures were a common event. The decline in agricultural prices also resulted in a marked decline in exports to countries such as Australia where wool prices had plummeted.

Through the closing years of the 1920s, Hudson continued to dominate motorsports. And this translated to sales. For 1929 the company set a new sales record with more than 300,00 Essex and Hudson units produced. This as also the year the company dropped the time honored Super Six and began promoting new models as the Greater Hudson.

Marketing touted 64 improvements as well as a long list of new standard options including electric gas and oil gauge, windshield wiper, electrolock anti-theft device.

Essex mirrored Hudson for 1929. Distributors were encouraged to stage well publicised demonstrations that highlighted braking and acceleration. With an improved engine, lower rear axle ratios and all new carburetion, the Essex was also promoted its fuel economy, 20.35 miles per US gallon. All of this marketing was enhanced with the setting of records and entry into racing as well as hill climbing events.

The stock market crash in October of 1929 heralded the dawn of a deteriorating economic climate. It would be two years before the full impact of the decline was made manifest.

In the meantime, Hudson introduced an all new line of vehicles for 1930 that had been on the drawing board since 1927, this included the stunning Model T and Model U powered by an all new in-line eight-cylinder engine. Even though Essex was not given such dramatic improvements, there were enough changes to the body as well as mechanics to warrant promotion of an all new model.

But the economic downturn, magnified by the growing environmental catastrophe that was a significant drought leading to the Dust Bowl and massive displacement of people in central farming states, was decimating sales throughout the industry.

For calendar year 1931, only 40,338 Essex automobiles rolled from the factory. Hudson fared even worse with only 17487 vehicles shipped to dealers.

But as bad it was for this company; Hudson was in a better position than many manufacturers. Studebaker, production, of all lines, was a mere 44,218 models. Ford, in 1929, produced 1,507,132 passenger cars. In 1931 production plummeted to 541,615 vehicles.

Unlike a number of manufacturers Hudson would survive the ravages of the Great Depression. They would continue to be an industry leader with innovation, and they would continue setting records for speed. They would even enjoy a short post WWII renaissance. But the company would never eclipse the sales successes of 1929.

 To read more by Jim Hinckley go to jimhinckleysamerica.com