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February 2017 The Brass Lamp

The Innovation of Moon and Gardner by Gerald Perschbacher, LL.D.

These were not the only car makers of note in that city, but they were the last of the originals, outlasting all others regardless of price class. There were some local brands that were of national re- nown and that were costlier, such as the American Mors and the Dorris. But in the essence of Moon and Gardner was a spirit of innovation and workmanship that burst upon the market in a scur- ried rush for corporate survival. There had been talk of a mer- ger with Gardner, Moon, and St. Louis-outsider Stutz in 1930. A news article stated that the negotiations included the need for The Ruxton is a rare product made by the dozens by Kissell and by Moon. Stutz to move from its Indianapo- lis location to St. Louis. Said the article, “Reports of the pending Innovation was needed if car calling St. Louis their home. deal have been current…as well as makers were to survive the These were established com- in New York financial circles and at cataclysmic years of the panies. Each rose to success in Indianapolis, although officials of Great Depression in the horse-drawn vehicle produc- the Gardner Company denied 1930s. Two relatively small tion. Gardner was a dominant knowledge of the pending deal. but proudly successful Mid- national force in the buggy An Associated Press dispatch… western car companies aimed industry by the late 1890s with from New York also stated that to add a grand innovation to its Banner Buggy manifesta- such negotiations were reported their car lines. Each hoped tion. Moon arose from the in Wall Street circles.” the addition would bring efforts of Joseph Moon who much needed success. split from the Moon Brothers’ The innovations didn’t buggy operation to establish Continued on Page 5>>> succeed in the long run, but his own buggy company and, for the short haul, they were by 1906, his car company. dynamite. Each company had its bat- The companies were tery of craftsmen to make cars Gardner and Moon, both in modest quantities or as one- offs when special orders came. Each had its own modern factory and was positioned for national significance. Each could ship cars by rail or boat (notably on the Mississippi River). Both were similarly priced in the medium field. And each was cordial to the other.

Joseph F Yochim The President’s (314) 602-9498 President Column… Mark Goldfeder By Joseph F Yochim (314) 878-2786 1st Vice President/Programs Greetings everyone, Unfortunately, my lovely wife rolled Al Mercer and fractured her right ankle on (636) 928-8672 Despite what the ground hog the morning of Friday, January 19, 2nd Vice President/Membership predicted, a sure sign of early 2017. And I quote one of our spring is that the robins are back! founding fathers, Benjamin Frank- Louis Allen About a week ago, I first started lin, “one does not realize what one (314) 741-4158 to notice them. Four years ago, has until he does not have.” All the Treasurer the Sunday before Easter we got wonderful things that my lovely 12 inches of snow. This year, wife does for me afford me the Martin L. Hassel Easter Sunday falls on April 16, time to be able to delegate to oth- (314-232-5934) 2017. The weather should be er areas including my duties to this Recording Secretary good. So be sure to fill out the organization. Not being able to enclosed 56th Easter Concours d’ participate fully has truly been a Dr. Gerald Perschbacher Elegance registration forms. humbling and eye-opening experi- (314) 849-5249 Even if you do not plan to bring ence. It makes me realize just how Corresponding Secretary your vehicle out to this venue, amazingly resilient all of you mem- many volunteers are needed for bers are. I will be turning 56 in Directors this event. Remember: coming March of this year and I cannot John Clark (2017) Ron Nelson(2017) out and working at the Easter keep up or hold a candle to 99% of Jackie Allen (2018) show, and also helping out at the you in this organization. How do David Stephens (2018) September swap meet, provides you guys do it??? Kevin Williams(2019) you credit toward a free HCCM Sharon Mercer(2019) Christmas party dinner. HCCM audit: In order to comply with the bylaws of the club an audit With that said, I have several an- must be performed at the begin- Ron Nelson nouncements to make at the 7:30 ning of each calendar year. Our 9826 Affton View Ct. PM February 17 general mem- audit committee worked very hard St. Louis, MO 63123 bership meeting at Logan Col- and went over the books and the (314) 638-7131 Brass Lamp Editor lege. Mr. Perschbacher will be checking account with a fine-tooth doing a video PowerPoint tribute comb and I am pleased and proud Kevin Williams to Mr. John Porbeck and his for- to report to the organization that (314) 481-9111 mer collection of vehicles. The once again Jackie and Lou Allen Webmaster February general meeting will be performed an outstanding job. your opportunity to get signed Everything was found in meticulous up to participate in the St. Pat- order and all expenditures and re- rick’s Day parade held in down- ceipts accounted for. The 2016 cal- town St. Louis. The parade will endar year is officially closed and be held on Saturday, March 11, we ended the year in good fiscal 2017, and spaces are extremely shape! limited. Members wishing to participate in the St. Patrick’s Day On a personal note, our board of parade need to contact Larry directors received word that long- Hassel or your President Joe time member, and our long-time www.hccmo.com Yochim ASAP. web master, Mr. Don Holscher, has (314) 991-HONK inoperable cancer which was dis- I would like to extend a personal covered in the month of December. thank you all members who par- Kevin Williams will be taking over ticipated and helped by bringing as web master pending approval Celebrating 73 Years vehicles to the 2017 St. Louis from the board of directors. That greater area auto show (see arti- approval will appoint Mr. Williams In cles and pictures in this edition). to the HCCM board of directors, so St. Louis!

2 Kevin will fill the vacant opening and your board of directors will full of people who had nothing as well as carry on Don’s duties. be glad to help with anything but the best of intentions!” To all of you within the member- that can be done to ease your Wishing you all wellness and ship, if anyone knows of a mem- troubles and burden. happiness, I hope to see you at ber, or are themselves, going the February 17 general meet- through medical issues or hard- Happiness comes from within. ing at Logan College at 7:30 PM. ship please do not hesitate to Every day is what you make of reach out to me or anyone on our it. I shall quote another one of Sincerely, board of directors. Members are my dear father’s famous life- Joseph Francis Yochim all friends and family in HCCM. I sayings. “Son, the cemetery is

International Visitor Attends the Auto Show Just to See HCCM Exhibit My observations—Siddhartha Sharma

I saw the advertisement of the St Louis Auto show 2017 which was being held at the “America’s Center and The Dome” and being a vintage and classic car enthusiast was wondering whether there would be any classic cars on display. While there was no mention in the official St Louis Auto Show website about the display, on further searching on Google I found that “Horseless Carriage Club of Missouri” had displayed classic cars during the St louis Auto Show held in 2016.

I decided to go to the Auto Show hoping that there would be classics cars on display and to my amazement I saw seven beautiful cars on exhibition by the Horseless Carriage Club of Missouri. I am truly grateful to newsletter editor Ronald for allowing me take a closer look at the at the cars and to take close-up photos. I am also thankful to Gerald for taking me through the history of each of the cars on display.

I, myself have two classic cars in New Delhi, India: Ford Prefect (1952) and FIAT Delite (1965). The Ford Prefect was manufactured in UK (1952) and FIAT Delite (1965) was manufactured in Italy, the last of the FIAT cars to be brought to India. The FIAT Delite was later manufactured in India under license from FIAT of Italy from the year 1966 onwards. Both these cars are at my house in India. It is always a pleasure to see cars such as yours kept in such impeccable condition by their owners.

Below are pictures of my cars which were restored in New Delhi by Tutu Dhawan, India’s foremost expert in automobiles and one of the finest vintage and classic cars restorers in India. His restoration projects can be viewed on the website www.tutudhawan.com.

1952 Ford Prefect 1965 Fiat Delite

3 Auto Show Observations Dr. Gerald Perschbacher and Larry Hassel

For the 2017 Auto Show we pur- time we display a variety in order As I indicated to our HCCM posely wanted to do the 1960s to catch the broadest attention board recently, this was our theme to see how it would of people, regardless of their 23rd year at the Auto Show. I “take.” It was well received. Over ages and likes. The displays have think, in the final analysis, that the years we have tried to keep a included multiple makes, the HCCM has succeeded greatly nice balance in our themes. too. That opens another door of in making all this happen, and People never seem to be- interest among visitors. we continue to work our magic come tired in seeing the ancient More than anything, we are in the hobby. cars of prewar years, and the widely known by the public as –Gerry Perschbacher 1950s still hold a strong pull for perhaps the most serious region the public. Those both are iconic al car club when it comes to I wanted to share my observa- eras. These older cars intro- tions with you regarding duce various younger gener- the Greater St. Louis Auto ations to the likes of cars Show. I think we had an- they had not seen outside of other smashing success and magazine articles or found that more visitors at books. Meantime, we also this show could relate to draw out the “old folks” who “Cars of the 1960s.” I saw a recall those very old ma- lot of active engagement chines, and they tell US some with the viewing public by things WE did not know. In our members. Many thanks the process, we become bet- must go to our dedicated ter at our hobby and the folks. I was able to attend open conversations instruct Friday night, Saturday others who listen. (most of the day), and Sun- I am convinced that type day (most of the day)…but of thinking will ENHANCE our also used my time to get an hobby for the future. What overall perspective of the more people have come to entire show and what is realize is that a collector can being offered in the new find some very nice prewar car market…yes, I was out cars at prices much less than “Gold-Bricking.” I met quite many postwar cars. a few interesting people Good case in point: I and we generated much know of three teens around interest in the club. I think age 15-16 (two of them were our guests were surprised girls!) who came to the 2017 to learn that HCCM was not Auto Show and spent time at just about “Brass Era Cars” our display. I asked each and stuffy old “fossils” like person what they might like me who collect these types to own. They all said they want- of vehicles. Like it or not, Barrett ed a car from the 1960s! Also, educating them on the broad -Jackson and some of the reality the honor and respect a good subjects of old cars, regardless of TV shows like “Wheeler Dealers” number of people showed for era, type of vehicle, and its me- has fostered an interest in the UNRESTORED CARS was chanical advancements or short- hobby that had been lacking in strong. We also had a visitor comings. We have attracted recent times. I think we opened from India (see separate article) people who are knowledgeable doors and I look forward to who clearly indicated he came to on the subjects and who are will- some new opportunities as we the show this year ONLY because ing to share their insights. We move into 2017. Yet, It was re- he thought we would be are the pivotal club that has in- markable to note that there are there. Last year, at the 2016 Au- terfaced with nearly all the car still St. Louis residents who have to Show, we had visitors from clubs in and around a 50-mile not heard about our “Concours South America, as I recall. radius of St. Louis. Our members d’Elegance” in Forest Park. After We have had well over 100 are OUR ambassadors to those visiting our exhibit and talking to different cars from most decades clubs, just as THEY are ambassa- our members, they do now! of the 20th century at our spot dors for their more specialized —Larry Hassel during past shows. Most of the clubs.

4 <<< from Front Page wasn’t. It’s office in Hartford, cious inside, which was some- Wisconsin, had been involved thing in short supply on the The report faded away and the with the formation of New Era Moon and Kissell Ruxtons. Stutz connection went with Motors by May of 1930, re- Really, that ace was played by it. But Moon and Gardner con- ported Moon Motor Car Com- Gardner on January 4 of 1930 as solidated its engineering and pany President William J. Mul- it announced the car at the Na- sales departments in hopes of ler. Muller had the guts and tional Automobile Show in New the future. Maybe, if both struck pizzazz of an engineer and York City. The car was cradled an alliance or merged, they had a credited himself with the de- on a 133-inch wheelbase and joint future. Maybe. sign of a new front-drive powered by an 80 horsepower That was too big of a word to car. In an early report it was Lycoming engine. Interestingly, mark success in that economic stated that the car would be the body was made by Baker & climate. But above all the known “manufactured by the Moon Raulang, famous for electric and unknown circumstances Company and will be produced cars. floated the hope of an innova- by the Kissell Company under If you study the Ruxton and tion that might prove to be pro- the new arrangement.” notice its mascot on the hood phetic: a front-drive car. By July of 1930 New Era and in the car’s badge, you will That idea already had gained Motors was in action and had notice the Griffin, a mythical a degree of momentum by 1906 all but taken over the Moon creature. The Griffin already was in, curiously, the St. Louis area operation. Former heads of the established mascot of the with the making of the Front- Moon were ousted by Eastern Gardner. It was one of those Drive car, more like a buggy than

The one and only front-drive Gardner bowed at the New York Auto Show in January of 1930, a speculative hint of what might have been.

an automobile, but with a motor businessmen. styling and design features add- that conveyed power to the front Amid all the gum-beating, ed to the Ruxton to interest the wheels. It was crude and spindly, news flurries, and angry reac- more affluent Gardner operation and ahead of its era. The idea tions emerged a trickle of cars to join in that New Era ven- languished, devoid of serious with the Ruxton name. They ture. Gardner didn’t, which re- production, until 1930. Then the were the first mass produced sulted in the company cashing dam of ideas broke! front-drive cars of what was out of the business with a profit Front-wheel drive could have then the modern era. The Cord instead of losing its shirt. Moon been the epitome of classic cus- front-drive version came and Kissell were not as lucky. tom design, limited in produc- months later. But Gardner had tion and bodied in sassy and an ace up its sleeve, too. snappy formations. Well, if we There was a single front- are honest with history, that DID drive Gardner made in hopes happen. of tapping into that frenzy of Stutz was out of any deal with innovation. It was a sedan with the St. Louis makers, but Kissell sloping grille, stately and spa-

5 The auto industry in North America came of age in the 1960s, and the St. Louis Auto Show proves it with a special display titled BANG! of the Sixties, courtesy of members in the Horseless Carriage Club of Missouri, Inc. (HCCM).

“The decade saw the switch from a 1950s-rooted, peace-loving, postwar fast-paced future with space exploration turning eyes heavenward as never before," ex- plains Dr. Gerald Perschbacher, display coordinator. "From war in Southeast Asia to massive legislation to lift the masses in our country, it's hard to say any other decade in the last half of the 20th Century made more of an impact on lives around the world." Cars often are an instant reminder of the sights and sounds of that long-past decade.

Tens of thousands of visitors to past Auto Shows have been awed by the vintage car exhib- its fielded by the HCCM, and this one was a treat for young and old. "It is almost like a time machine trip as those glory cars from the 1960s were displayed at the 2017 St. Louis Auto Photos by Dr. Gerald Perschbacher. All rights reserved. Show," adds Perschbacher.

6 2017 St. Louis Auto Show “BANG! Of the Sixties”

Page 6 Top: 1964 Cadillac Coupe Deville (Kevin and Carolyn Williams); 1966 Pontiac Bonneville Convertible The auto industry in North America came of age in the 1960s, and the St. Louis Auto Show (Charles and June Gal- proves it with a special display titled BANG! of the Sixties, courtesy of members in the lagher). Middle: 1965 Plym- outh Sport Fury Convertible ( Don Levy); Overhead photo with 1962 Ford Econoline loving, postwar-boom society to a Pickup (Tom Kniepman) in paced future with space exploration turning eyes heavenward as never before," ex- front. Bottom: 1966 Jaguar plains Dr. Gerald Perschbacher, display coordinator. "From war in Southeast Asia to mas- XKE OTS (Gary and Trudy sive legislation to lift the masses in our country, it's hard to say any other decade in the last Sudin); 1966 AMC Rambler half of the 20th Century made more of an impact on lives around the world." Cars often are Classic (Joe and Jennifer Bal- past decade. sarotti). Above: 1973 Rolls Royce Silver Shadow being raffled by the Museum of Transportation. Winning ticket to be Page 7 Tens of thousands of visitors to past Auto Shows have been awed by the vintage car exhib- drawn on June 18, 2017 at 1:00 PM, during our HCCM One of the younger visitors Father’s Day Car Show. Tickets available online for $25 its fielded by the HCCM, and this one was a treat for young and old. "It is almost like a time- learning about the 1965 each or five for $100 at www.museumstlouis.org. machine trip as those glory cars from the 1960s were displayed at the 2017 St. Louis Auto Chrysler New Yorker (Alex Deeken III). The Jaguar and the Rambler. 7 Whatever Happened to the Hudson Hornet? Historic Vehicle Association author Glenn Arlt takes a “short and sleek” look at a truly charismatic American car with a powerful racetrack pedigree.

series name to go with it: the Hornet. While all other Amer- ican car companies began cre- ating cars with modern OHV V-8s, Hudson had no funds for such an endeavor. They continued development of its relatively outdated Hornet L- head six instead, albeit with a larger displacement and per- formance upgrades. Despite relatively antiquated technol- Hudson began producing ter M. Murphy Company, the ogy, this engine could (and cars in 1909, but one of its Commodore was the most did) go out and win race after most memorable models did- luxurious example of a mod- race against Hemi-powered n’t come along until almost ern and low “step-down” car Chryslers and everything else. 40 years later with a strong in 1948. It garnered rave re- At the high-end of the Hud- and formidable unit- views from the automotive son line was the 1951 Hudson construction vehicle called press and public alike and, at Hornet Hollywood hardtop coupe (priced at $2,869), the company’s first try at the fash- ionable body style combin- ing a steel roof with convertible-style doors and side win- dows. The 145- horsepower car was in direct competition with models such as the up- per-middle class DeSoto Custom Sports- man hardtop the Commodore, the starting least for a while, Hudson coupe (116-horsepower, point for the legendary Hor- sales soared. $2,761) and the Oldsmobile net. 98 Deluxe Holiday hardtop All Hail the Hornet coupe (135 horsepower, Inspired by engineer Frank By the 1951 model year, the $2,882), both equipped with Spring, a veteran of famed Commodore saw a styling the more modern OHV V-8s. California coachbuilder Wal- update, new engine and a new 8 A Racer for the Road top drivers in NASCAR his- to the newer race cars, all of From 1951 to 1954, the Hor- tory for his incredible four- which had massive V-8s. net quickly became a name year success by winning 39 synonymous with sleekness races. But the Hornet never left the and style among average car minds of real car lovers. If buyers. But racers also took The Hornet Today there was ever a doubt to the notice when the Hornet re- For a brief time during the “cool” factor of the Hudson, peatedly proved it could out- post-war years, the step-down one need only look to the handle and out-accelerate Hornet was the standard by famed King of Cool, Steve much of its supposedly more which most of the competi- McQueen, who owned a num- powerful V-8 competition. The car’s engineering ad- vantages allowed Marshall Teague to take home the AAA Stock Car Driver of the Year in 1951. In, 1952, Teague dominated the AAA stock car circuit behind the wheel of a Hornet, clocked at speeds of up to 112 mph and captured the National Stock Car Championship. In the contemporary NASCAR series, a Hudson Hornet was equally successful, capturing 27 of 34 races. In 1953, the tion was judged. But in late ber of Hornets. In the 2006 tally was 22 of 37 and, in 1954, Hudson merged with Pixar movie, CARS, Paul 1954, 17 of 37. Legendary Nash and by 1958 the Hudson Newman gave voice to a blue racer Herb Thomas piloted a name was retired. By the end Hudson Hornet named Doc. Hudson to many of these vic- of the 1950s the Hornet’s suc- Today, the cars are cherished tories during this time and cess was already largely for- by enthusiasts all over the placed himself as one of the gotten as attention moved on world.

FOR SALE For Sale: Very old brass headlamps, century-old motorcycle items, 1911 police whistle, hood ornaments/radiator mascots; collected over the years, now ready to find new homes; some items may be from 1800s; no paper items or books; items are in the St. Louis area; call Danny at (870) 656-0505.

LEAD: Crown Victoria Ford for sale in the area of Farmington, Mo. Appears to be in perfect restored condition; owner is taking on a new project and is ready to sell. I am only conveying the news as HCCM corresponding secretary. If interested, contact me and I will forward more details and more pictures when the owner sends them. Dr. Gerald Perschbacher ([email protected]). The car has a continental rear spare, too.

1955 Packard Four-Hundred Hardtop for sale. Needs restoration. This model hardtop is a “senior” Packard, one of the costly cars when new in 1955. Red-black-white Interior (in leather & cloth) appears serviceable; black-and- white exterior will need paint and some restoration work. Has been stored indoors. Time to move it. For details, call Gerry Perschbacher at (314) 849-5249 or send an email to [email protected] and in the TITLE LINE say “1955 Packard 400.” Gerry is not the owner but is trying to help. Maybe this will be YOURS!

1989 Mercury Cougar LS 2 Door, 3.8L V6 Engine, 64,XXX ORIGINAL MILES, Bright Red w/white lan- dau top, sunroof, full floor console reclining front seats, luggage rack, no rust never driven in snow or rain, current owner since 1990, $8,200, Call Sherri at 314-341- 8340

For Sale: Rebuilt transmission for a 1961 Chevrolet. Contact Gwen at 550-6752.

Automotive Pioneers Hall of Fame Trivia

Answers from last month:

Pioneer #23: Louis Chevrolet He came from Switzerland with a wine pump. Later he drove races against Barney Oldfield. Designed the first Chevy in 1911 and built the Frontenac race kit for the Ford Model T.

Pioneer #24: Walter C. Flanders He and his brother Edgar, with Elwood Haynes, built the Haynes–Apperson. He left Ford in 1909 to make and sell a car called the E-M-F.

Pioneer #25 1878 – 1941 This man organized in 1907 a company to build a motor buggy of which he sold 7,000 units. He was better known for designing a drive system for the electric starter. Leaving the car business, he went into the aircraft industry and became very well known as the sponsor of an international air race. Who was this great man? Answer next month.

*********** Pioneer #26 1890 – 1961 This man built his first car at 16 years of age. Then while a student at MIT, he designed several steam cars. He built 80 cars in Detroit. In 1920 he formed his company in San Francisco and sold many cars to the Hollywood elite. Later he became a “power consultant” to the lo- comotive business. Who was this great man? Answer next month.

Submitted by Bill Tabor. Most info from Chilton’s Complete Book of Automotive Facts, editor: Craig T. Norback, Published 1979 10 The Brass Lamp

The Publication of the Horseless Carriage Club of Missouri, Inc. FEBRUARY 2017

Activities Calendar

Information in this calendar is summarized. See flyers for 2017 Club Events Calendar events —go to www.midwestswapmeets.com February 17 7:30 General Meeting, Logan March 11 Noon—St. Patrick’s Day Parade 2017 SWAP MEETS CAR SHOWS, ETC. March 17 6:30 St. Patrick’s Feast, Logan April 14 7:30 General Meeting, Logan April 16 Concours d’Elegance, Muny Lot April 16 Easter Concours d’Elegance June 18 Father’s Day Show, Mus. of Transport May 19 7:30 General Meeting, Logan September 17 HCCM Show & Swap Meet, Hlywd Casino June 16 6:30 Strawberry festival— October 8 Brass & Nickel Show, Mus. Of Transport Intro new members, Logan June 18 Father’s Day Car Show July 14 7:30 General meeting, Logan August 20 Picnic—11 AM Schroeder Park September 15 7:30 General Meeting, Logan Notice: HCCM can help "build audience" at the History Museum. We need to October 20 6:30 White Elephants, Logan keep fanning the flame of interest for old cars at the museum! This will be a November 17 6:30 Chili Cook-off, Logan lively presentation with fun pictures on the BIG screen. —Editor

GOLDEN AGE OF AUTOS by Dr. Gerald Perschbacher Lee Auditorium, Missouri History Museum, Forest Park Sunday, April 30, at 1 p.m. Free to the public! Alert! Please check the club web site monthly at HCCMO.com for notices of club event cancellations Automobiles gauge our decades or changes in time or location due to weather or other and range from quaint to compli- circumstances. cated. Learn how St. Louis was an automotive center for the burgeoning industry and come face-to-bumper with big-screen PowerPoint examples of those marvelous cars from the Golden Age! Moon, Gardner, Cadillac, Packard, Chevy, Ford, Interna- tional, plus a host of other brands will be the stars, from rare to common, sports cars to limousines and practically anything in between. This presentation will introduce you to cars that span the range of milestone motoring. You may even see some models you owned...or wanted to...or that you see at antique car shows today.

Reminder for Volunteers Volunteering to work at the Easter show and/or the September Swap Meet events held by the club earns credit toward free admission to the annual Christmas dinner and party. Your next opportunity is working at the Easter Concours d’Elegance

The Brass Lamp is a monthly publication of The Horseless Carriage Club of Missouri ©2017 All Rights Reserved. Material from this 11 newsletter may be reprinted or shared by our club members with proper citation and written consent from the editor. Charles and June Gallagher’s 1966 Pontiac Bonneville Convertible spar- kles at the St. Louis Auto Show in the HCCM display. See articles and more photos on Pages 3, 4, 6 and 7 photo by Gerald Perschbacher all rights reserved

The Brass Lamp Inc. Carriage Club of Missouri, Horseless of the A Publication www.hccmo.com (314) 991-HONK