The History of Packard: 'Ask the Man Who Owns One'

Packard was one of America’s most prestigious luxury car makers from 1899 until 1958. Founded by brothers James Ward Packard and William Doud Packard in Warren, Ohio, and later based in Detroit, it built cars for presidents, film stars and business leaders under the famous slogan “Ask the Man Who Owns One.” Packard introduced the Twin Six V12 in 1915, built aircraft engines in both world wars — including the Rolls-Royce Merlin under license — but struggled after the Second World War and disappeared after a merger with Studebaker.

Timeline

The origin story

According to Packard lore, James Ward Packard bought a Winton car, found it unsatisfactory and complained to Alexander Winton, who told him to build a better one himself. He did. Detroit investors, including Henry Joy, moved the company to a huge factory on East Grand Boulevard designed by architect Albert Kahn.

The Twin Six

In 1915, Packard introduced the Twin Six, one of the first production V12 engines. It was smooth and powerful, and Packard’s expertise with V12s helped it develop the Liberty aircraft engine for the First World War.

The luxury leader

Through the 1920s and 1930s, Packard was the leading American luxury brand, outselling Cadillac for much of the period. Its distinctive grille shape and “goddess of speed” mascot were instantly recognizable.

Merlins and decline

During the Second World War, Packard built the Rolls-Royce Merlin engine under license for P-51 Mustangs and other aircraft. After the war, it struggled to compete with the resources of GM and Ford, and its move into mid-priced cars diluted its image. The 1954 merger with Studebaker failed to save it, and the last Packards of 1957–1958 were rebadged Studebakers.

Legacy

Packards of the 1930s are among the most admired American classics and fixtures of concours events. Read the Duesenberg Model J and Pierce-Arrow.