Chapters 1-10 (D) *

     In this last year, an approximate 15.6 million cars were produced.  84 years before, in 1929, national automobile production reached a peak of 5.3 million units, an unprecedented high for that time.  One year later, in the beginning of the 1930's, car production plummeted 2.4 million units. In June of 1932 Alfred Sloan made a Board of Directors for the famous car company, GM.  They came together to discuss the struggles the depression has brought them, especially their slow selling Cadillac's.  The Board came to a decision or halting production of Cadillac's, until Nicholas Dreystadt, an engineer during that time, proposed the unexpected -- to increase profits, sell to African Americans as well.  Given 18 months to do so, and show improvement, Dreystadt did the impossible, and by 1940 Cadillac achieved a 1000% increase in sales.  This raised the bar for every other car company, and broke racial barriers as well.  

     Besides GM Ford and Chrysler made their big debuts in the 1930's as well, named the "Big Three".  The average prices for many of these cars was around $650, with an inflation of 13.5% adds up to an approximate $10,000 in modern dollars -- quite a hefty price for a country hit by a depression.  Upper class cars had all the latest technologies; electric windshield wipers, hydraulic brakes, and four wheel drive to name a few, all of which are basic necessities nowadays.
   The most peculiar concept of that time period was that many teenagers drove around older people, some whom were unfamiliar with driving, effectively becoming their chauffeurs.  Oh, how times have changed, try to get a teen from this generation to willingly drive around an older fellow!



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1936 Buick
1930 Cadillac Sixteen