
1938 Graham
Though American automobile industry was fully established–and thriving–by the time the 1920s rolled around, the auto business was still relatively young when the Great Depression settled upon the nation at the tail end of that free-wheeling decade. After an extended period of economic growth and prosperity, carmakers found themselves needing to retool their carefully crafted advertising to cope with the new realities of severe economic turmoil.
Toward the end of October 1929, the stock market suffered a 25-percent drop in value over just two days. Public confidence in the economy quickly eroded, as even banking and industry barons failed to right the downward plunge in stock values. Thus began a decade-long period of stunted economic growth, and, for many Americans, considerable hardship.
The buying public, even those who remained gainfully employed, became wary of large purchases–especially automobiles. To compensate for this shift in consumer habits, automakers were largely forced to abandon ad programs designed to promote performance and luxury, and instead began calling attention to modest starting prices and low costs of operation.
It seems odd now to see Chrysler and Pontiac ads promoting those vehicles as part of the “low-priced field.”
And though Lincoln advertising of the time seemed to ignore the county’s fragile economic climate, even Packard ads yielded to the need to justify the cost of the luxury automaker’s cars. One ad below touts Packard’s “$100 price reduction,” and a payment plan.
For your consideration, we have collected 20 Depression-era car ads–give them a look and tell us what you think. Strange times, indeed.
Depression-Era Car Ads
1930 Ford Truck

1930 Ford Truck Ad
Travel Madness! A Gallery of Classic Rental Car Ads
1932 Chevrolet

1932 Chevrolet Ad
Memory Lapse Madness! A Gallery of Forgotten Car Ads
1933 Dodge

1933 Dodge Ad
Thanksgiving Madness! A Gallery of Autumn-Themed Auto Ads
1933 Pontiac

1933 Pontiac Ad
Pigskin Madness! A Gallery of Football-Themed Auto Ads
1934 Ford

1934 Ford Ad
Forward Look Madness! A Gallery of Classic Plymouth Ads
1934 Packard

1934 Packard Ad
1934 Pontiac

1934 Pontiac Ad
Dynaflow Madness! A Gallery Of Classic Buick Ads
1934 Pontiac

1934 Pontiac Ad
Performance Madness! 10 Classic Car Ads Featuring Horsepower Numbers
1935 Hudson

1935 Hudson Ad
National-Pastime Madness! A Gallery of Baseball-Themed Auto Ads
1935 Plymouth

1935 Plymouth Ad
Hollywood Madness! 12 Classic Celebrity Car Commercials
1936 Nash

1936 Nash Ad
CVCC Madness! A Gallery Of Classic Honda Ads
1936 Cadillac

1936 Cadillac Ad
Model-Year Madness! 15 Sporty Car Ads from 1984
1937 Cadillac

1937 Cadillac Ad
Model-Year Madness! 12 Classic Ads From 1985
1938 Chrysler

1938 Chrysler Ad
Pony-Car Madness! A Gallery of AMC Javelin Ads
1938 Graham

1938 Graham Ad
4WD Madness! 10 Classic Lada Niva Ads
1938 Packard

1938 Packard Ad
Pentastar Madness! A Gallery of Classic Chrysler Ads
1938 Plymouth

1938 Plymouth Ad
Micro Madness! A Gallery of Classic Mini Car Ads
1938 Studebaker

1938 Studebaker Ad
Cocktail Madness! A Gallery of Cars in Liquor Ads
1939 Oldsmobile

1939 Oldsmobile Ad
Quicksilver Madness! 15 Classic Mercury Ads
1939 Plymouth

1939 Plymouth Ad
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Depression-Era Car Ads