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The LINCOLN LINK LinkingThe together LINCOLN all elements of the motorLINK heritage

Lincoln Motor Company Centennial 1917–2017

spring 2017 the lincoln link

spring 2017 The LINCOLN LINK CONTENTS 3 Lincoln Motor Car Heritage Museum Update 5 Chairman’s Message: notes from David Schultz 6 Why the Need for a Museum Endowment? by Jack Eby 7 2017 Lincoln Clubs National Calendar 8 2017 Lincoln Homecoming to Recognize Founding of in 1917 10 The Peter J. Platte Lincoln Dealership, 1915–1934 17 The Museum Collection 20 Featured Lincoln Enthusiast: Stan Lucas 21 Museum Momentum: a report from Jim Blanchard 22 A Unique 1940 Lincoln-Zephyr Town by Brunn 24 “China Autohome” Spends Day at Lincoln Museum 25 Lincoln Designers, Product Planners, and Modelers Visit Lincoln Museum

■ THE LINCOLN LINK is the official news- letter of The Lincoln Motor Car Heritage Lincoln Motor Car Foundation Museum and Research Foundation, Inc., Gilmore Car Museum, 6865 Hickory BOARD OF DIRECTORS Road, Hickory Corners, 49060. Opinions expressed herein do not neces- David W. Schultz Chairman & CEO sarily represent or reflect Foundation James D. Blanchard, Jr. President & COO, policy. Newsletter contributions should be sent to the address above. Museum Director Earle O. Brown, Jr. Executive Vice President ■ Earlier issues of The LINCOLN LINK are Bruce M. Kopf Treasurer available as back issues. Price is $5 each, postpaid. C. Joel Dickson Secretary John t. “Jack” Eby Chairman Emeritus ■ MEMBERSHIP IN THE LINCOLN MOTOR CAR FOUNDATION Thomas Brunner, President, Lincoln-Zephyr Owners Club Membership categories: $25 Annual; $100 Annual Sustaining; $1000 Annual Mike Denney, Director, Road Race Lincoln Register Corporate; $1000 Lifetime (or four pay- John Talbourdet, President, Lincoln and Continental Owners Club ments of $250); Memorial ($500 mini- Eric van den Beemt, President, Lincoln Owners Club mum, please provide name of honoree). Send your name and a check to: Robert Anderson Dennis R. Garrett David Roycroft, M.D. Cornerstone Registration Ltd., P.O. Box 1715, Maple Grove, Minnesota 55311- Gerald A. Capizzi Al Giombetti Jack Shea 6715, or call 866 427 7583 and pay by Chris Dunn Darryl B. Hazel John L. Sweet credit card. Contact them by e-mail at Jerry Emery Robert Johnson Daniel Szwarc [email protected]. James D. Farley+ Vaughn A. Koshkarian Jack Telknack ■ On our covers: Front, a Liberty motor Kumar Galhotra* Lee R. Misowski Paul C. Temple built by the Lincoln Motor Company prior H. Gene Nau to shipment to the Smithsonian; back, an original magazine advertisement promot- + Executive Vice President and President, Europe, and Africa, ing the 1965 four-door . * Vice President, Ford Motor Company and President, The Lincoln Motor Company

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n Added to the Lincoln Motor Car Heritage Museum’s holdings during 2016 was the 1941 Lincoln Continental Cabriolet owned for more than half a century by former LCOC president L. Dale Shaeffer, generously donated by his family. Lincoln Motor Car Heritage Museum Update by David Schultz mally donated his 1949 Lincoln of a 1926/7 Lincoln L chassis. LMCF Chairman Cosmopolitan convertible, which Donated by Arnold Schmidt, had previously been on loan. the chassis was restored by Paul he Lincoln Motor During Mr. Fehr’s ownership, the Van Stratton and his team of Car Heritage Museum car benefitted from a complete volunteers. Major funding came ended the year on a high restoration to as-original condi- from the Nau Family, in memory note, with the donation tion. of long-time Lincoln enthusiast of two automobiles to During 2016, individuals from Gerry Nau. Several LOC mem- Tthe museum’s growing group the Lincoln marketing depart- bers donated parts. of classic Lincoln motorcars. Of ment, Lincoln product planning • The loan of a 1946 Lincoln equal significance, three separate department, and Lincoln design Continental cabriolet by David groups from Ford Motor department visited the Lincoln Bunch of Florida. This is a one- Company visited the museum! Motor Car Heritage Museum. off car customized by Lincoln’s The Dr. L. Dale Shaeffer Among the individuals visiting design department. Unique family of Michigan donated the museum were Moray Callum, features include a custom color, Dr. Shaeffer’s 1941 Lincoln Vice President, Design Ford wheel covers painted body color, Continental Cabriolet, which Motor Company, and David Haartz cloth top and chromed he had owned for more than Woodhouse, head of Lincoln spare tire carrier. 60 years. Dr. Shaeffer was the design. Each of them brought • The loan of a freshly-restored second president of the Lincoln their respective teams. The visits 1940 Lincoln Continental Continental Owners Club were hosted by LMCF board Cabriolet by Lincoln Motor Car (LCOC). His widow and chil- members Jim Blanchard, Jack Foundation Chairman-Emeritus dren attended the 2016 Lincoln Juratovic, Vaughn Koshkarian, Jack Eby, who has led the LMCF Homecoming for a formal dona- Bruce Kopf and David Schultz. for many years. tion ceremony. Also taking place during 2016: • A LMCF capital campaign Randy Fehr of Iowa for- • The completed restoration drive, which continues into 2017. 3 the lincoln link

Its objective is to build an endow- ment fund that ensures the con- tinued operation of the museum for years to come. Matching funds have been pledged by Jerry Capizzi and Chris Dunn. Looking ahead, the 2017 Homecoming will take place on August 9-13. (A “pre-meet” event will be held in Dearborn, Mich., on August 6-9.) While the 2017 Homecoming will be hosted by the Lincoln Owners Club, it will be attended by all four Lincoln clubs—the Lincoln and Continental Owners Club, Lincoln-Zephyr Owners Club, Road Race Lincoln Register and the LOC. The theme will be the 100th anniversary of the founding of the Lincoln Motor Company Schultz, Vaughn Koshkarian, n Other new exhibits at the museum to build Liberty Motors for the Bruce Kopf and Jack Juratovic. during 2016 were a restored 1926/7 war effort. (The company was Complete details on the 2017 Lincoln Model L chassis donated by Homecoming, including registra- Arnold Schmidt and restored by the re-incorporated in 1920 to build Nau family and others (above) and a motorcars.) tion forms, are available on the LMCF web site: www.lincolncar- 1949 convertible The LMCF museum commit- donated by Randy Fehr (below). tee is led by Jim Blanchard. Other museum.org. committee members are David

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Chairman’s Message t’s been awhile since our last issue of The Lincoln Link and, hopefully, we’ve made up for The LINCOLN LINK that with an issue that brings you up to date on what’s EDITOR Ibeen happening at the Lincoln David W. Schultz Motor Car Foundation as well as 1221 Providence NE, Chestnut Hills the Lincoln Motor Car Heritage Massillon, Ohio 44646-4105 Museum. Among the articles in the issue GRAPHIC DESIGN Richard L. Cole is one about Peter J. Platte, whose Graphics Ltd. Lincoln dealership build- 200 E. Fesler St., Suite 206 ing was the model for our Lincoln Santa Maria, California, 93454 museum in Hickory Corners. The article was written by his grandson, photography Walter Herip, John Walczek, Bruce Kopf Jim O’Connell, who also shared with us priceless photos and memo- ago, thousands of people have The Lincoln Motor Car rabilia related to the dealership. visited. What they have seen is an Heritage Museum and Our 15,000-square-foot muse- attractive, professionally-designed Research Foundation, Inc. um contains a variety of elegant museum that tells “the Lincoln Gilmore Car Museum 6865 Hickory Road Lincolns as well as significant story.” Hickory Corners, Michigan 49060 Lincoln memorabilia—thanks to Although the museum has lincolncarmuseum.org many truly generous donors. been built, much work remains, This issue also contains a com- specifically raising funds for an n The Lincoln Motor Car Heritage endowment fund that will ensure Museum is for you! America’s pas- plete listing of Lincolns currently sionate love affair with the Lincoln on display in the museum. We are the operation of the museum for automobile continues to inspire new always on the lookout for additions, years to come. If you’d like to generations. This is demonstrated in a particularly for those that are discuss your financial gift to the variety of ways, including the formation of affinity clubs in which enthusiasts on loan. If you have questions or LMCF endowment fund, contact can share their interest in a particular would like to discuss a donation, Jack Eby, Vaughn Koshkarian, brand or segment of the automotive please call Jim Blanchard or me. Bruce Kopf—or any LMCF trustee. market, past and present. The Lincoln We are especially pleased that We hope you’ll join us in automobile has inspired the creation of four major affinity clubs. These the museum has been visited by August for the annual Lincoln have inspired the Lincoln Motor Car three groups connected with the Homecoming. A great weekend of Foundation, its Museum and its work Lincoln brand—the Lincoln mar- activities has been planned. This of Sharing the Living Legacy of the keting team, the product planning year, we’ll recognize the 100th Lincoln Motor Cars. group and the design team, includ- anniversary of the founding of the The Grand Opening of the Lincoln ing Moray Callum, Ford Motor Lincoln Motor Company, to build Motor Car Heritage Museum took Company’s chief designer and Liberty Motors. Check the Lincoln place August 9, 2014. We invite you to David Woodhouse, Lincoln design Motor Car Foundation web site for explore what we have to offer and visit the Museum located on the Gilmore head. The museum also hosted a details: www.lincolncarmuseum.org. Car Museum Campus in Hickory visit from a Chinese automotive The web site also contains regular Corners, Michigan. The Museum is magazine’s editors. updates on museum happenings. open Monday through Friday from 9 a.m. to 5 p.m, Saturday and Sunday The Lincoln Motor Car from 9 a.m. to 6 p.m. The 3rd Annual Foundation (LMCF) board leader- Lincoln Homecoming, the annual ship continues its efforts to create gathering of the four Lincoln clubs at and maintain a world class automo- the museum, will take place at the museum August 10-13, 2017. Join in —David W. Schultz tive museum. Since the museum the fun! opened its doors nearly three years LMCF Chairman and CEO 5 the lincoln link

Why the Need for a Museum Endowment? by Jack T. Eby organizations who share an inter- ment fund will be used, with the est in American automobiles and corpus preserved. To date, gener- mazing! terrific! a passion for the Lincoln brand. ous donors have stepped forward Truly awesome! This is my The donors’ generosity allowed with about half of the $1.5 mil- “ third visit” are just a few the museum, its furnishing and lion, but contributions from more of the accolades expressed collection to be debt-free and people and organizations are des- by visitors to the Lincoln constructed without “public perately needed. MotorA Car Heritage Museum money.” Now is the opportunity for in Hickory Corners, Michigan. The Lincoln museum build- you to become a part of preserv- The objectives of the Lincoln ing, furnishings and collection ing and sharing the legacy of the automobile affinity clubs to are owned by the Lincoln Motor Lincoln automobile. The facili- preserve and share the history Car Foundation. The Foundation ties and collection currently exist; the Lincoln automobile and the is a not-for-profit Michigan cor- the missing ingredient is funds. people who made it great have poration designated as a 501 (c) Please join your friends by mak- been achieved based on the (3) public foundation by the ing a generous, tax-deductible recent reactions of hundreds of U. S. Internal Revenue Service. donation in support of a rent and thousands of visitors. Although the building is owned maintenance endowment fund for The museum is fifteen thou- by the foundation, it is built on the Lincoln Museum. This is one sand square feet of Lincoln magic, land leased by the Lincoln Motor of those unique opportunities to including vehicles, memorabilia, Car Foundation from the Gilmore “pay forward” for the next gen- and interpretive exhibits. The Car Museum. Through a con- eration of those who will be inter- Lincoln history is traced from tractual relationship, the Gilmore ested in the Lincoln brand. Henry Leland learning precision also maintains the Lincoln build- Contributions identified for the manufacturing at the Springfield ing, grounds and collection on a endowment should be forwarded Armory during the American year-to-year basis. The contract, if to: Civil War through the recent mutually agreed, extends to 2114. Mr. Bruce Kopf, Treasurer introduction of the new 2017 The annual rent and main- Lincoln Motor Car Foundation Lincoln Continental. Lincoln is tenance charges owed to the 825 Lake Shore Road truly a unique brand in that its Gilmore and the ongoing wear Shores, MI history stretches back to the mid- and tear on the furnishings and 48236-1453 dle of the nineteenth century and collection require a substantial Thank you from your current includes many of the giants of amount of money be raised on a friends now and those unnamed the automobile industry, includ- continuing basis. To assure the ones who will come in the future. ing Henry Leland, Billy Durant, availability of a portion of the and Ford. The required funds, a sequestered n Jack T. Eby is the immedi- length and cross-currents of the endowment fund identified only ate past chairman of the Lincoln Lincoln history create a unique for rent and maintenance has Motor Car Foundation. He played perspective of the entire American been established—but it requires a major role in the creation of automobile industry. funding. The initial base amount the Lincoln Motor Car Heritage The Lincoln building, fur- of the endowment fund is pro- Museum and continues his involve- nishings and exhibits have been jected at $1.5 million. To assure ment as head of the museum’s funded by generous gifts from a continuing availability of funds, endowment campaign. hundreds of individuals and only the income from the endow- 6 spring 2017

2017 Lincoln Clubs National Calendar

March 30–April 1 LOC/LZOC All Lincoln Swap Meet . . Lancaster, Penn.

June 15-17 LZOC West GOF XXVII ...... Hamilton, Mont.

August 5 LOC East Coast Meet ...... Macungie, Penn.

August 10-13 Annual Lincoln Homecoming* . Hickory Corners, Mich.

August 18 LOC West Coast Barbecue, Kuettel Ranch Soquel, Calif.

October 5 LOC annual business meeting and dinner Hershey, Penn.

November 10-11 LZOC All Lincoln Swap Meet . . . . Santa Maria, Calif.

*2017 National Meet for LOC, LZOC, LCOC and RRLR.

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2017 Lincoln Homecoming to Recognize Founding of Lincoln Motor Company in 1917

n As seen here at the Lincoln Motor Car Heritage Museum’s opening in 2014, Lincolns of all ages will once again converge upon the Hickory Corners venue for the annual Lincoln Homecoming this August 9-13.

he 2017 Lincoln 1920 to build motor cars.) out of Classic Lincolns from Homecoming will be This Homecoming will be the 1920s and ’30s,” said Eric held August 9-13 at the 2017 national meet for all van den Beemt, LOC president, the Lincoln Motor Car Lincoln clubs. It will feature both “but what makes this annual Heritage Museum in judged and display-only classes. Homecoming so special is there’s THickory Corners, Michigan, on The 2017 Homecoming is being always a great representation of the campus of the Gilmore Car hosted by the Lincoln Owners Lincolns from all eras.” Museum. Club (LOC), but all Lincoln In addition to the tradi- The 2017 Homecoming will clubs are invited to attend: the tional weekend events (Thursday recognize the 100th anniversary Lincoln-Zephyr Owners Club, through Sunday) there will be of the founding of the Lincoln Road Race Lincoln Register, optional events in Dearborn, Motor Company, which was cre- Lincoln Continental Owners Club Michigan, home of the Ford ated in 1917 to build Liberty and the LOC. Motor Company, on August 6-9. V-12 motors for the Allied Forces “Since the Lincoln Owners Host hotel for the optional during World War One. (The Club is hosting this year’s event, Dearborn events will be the his- company was reincorporated in we’re hoping for a good turn- toric Dearborn Inn, built in 1929 8 spring 2017

by Henry Ford as an airport hotel for his nearby airfield. Attendees are encouraged to arrive on Sunday, August 6. On Monday, August 7, attendees may visit Henry Ford Museum and Greenfield Village, a short walk from the Dearborn Inn. That evening there’ll be a welcome buffet at the Dearborn Inn. On Tuesday, there’ll be a bus tour to the historic Ford Piquette n plant (where the Model T was Cars exhibited at the LMCH museum run the gamut from the oldest 1920s models to the latest and most modern, the 2016 Lincoln Continental Factory Concept. created and initially built), and the Edsel and Eleanor Ford On Friday, there will be three Design for Ford Motor Company, Home. Dinner that evening will separate driving tours: 1) tour of who joined the company in 1958. be held at the Dearborn Country Meijer Gardens in Grand Rapids, The weekend concludes with Club (Henry Ford’s country 2) tour of Bill Parfet Automobile one final trip to Hickory Corners club). Collection, lunch, and Bell’s on Sunday for a car show from 10 On Wednesday morning, Brewery tour, 3) tour of Kellogg a.m. to 2 p.m., which will include attendees may park their Lincolns Bird Sanctuary followed by plated presentation by the LCOC of its in front of Ford Motor Company lunch at the Kellogg Manor awards as well as photographs of headquarters for photographs, House and a tour of the house. all Lincolns. then enjoy shopping in the Ford All tours will conclude at approxi- It must be emphasized that employee store and have lunch in mately 4 p.m. participation in most the tour- the cafeteria before departing for Friday evening activities will ing events listed above is limited. Kalamazoo and Hickory Corners. take place at the Five Points The event committee strongly On Wednesday evening, Sheraton Hotel, beginning with recommends signing-up promptly there’ll be two free events from happy hour followed by dinner. A to avoid missing a tour. Regular which to choose: 1) the Gilmore lively auction of Lincoln memo- updates will be posted on the Car Museum’s weekly cruise-in, rabilia and parts will take place Lincoln Motor Car Foundation or 2) free hors d’oeuvres and following dinner. (Note: Items web site. Additional meet details refreshments at the host hotel, are needed for this auction. Please and all registration materials are the Four Points Sheraton in check your garage and basement available on the web site: www. Kalamazoo. for items that can be offered to lincolncarmuseum.org. On Thursday, attendees may your fellow Lincoln enthusiasts!) Planning of the 2017 event is choose one of four separate driv- On Saturday it’s show being coordinated by a LMCF ing tours: 1) tour of beautiful time! The Lincoln Motor Car standing committee comprised Meijer Gardens in Grand Rapids Heritage Museum will host of the four Lincoln presidents: (lunch available); 2) tour of Off the fourth annual gathering of Eric van den Beemt, LOC; Brothers Automobile Collection Lincoln motorcars, showcasing Tom Brunner, LZOC; John and Charlton Park Historic Lincolns from the 1920s and Talbourdet, LCOC; Mike Denny, Village, including lunch; 3) tour ’30s. Judging will be done by RRLR; and David Schultz, LMCF of Kellogg Bird Sanctuary fol- the individual clubs. During the chairman. Also assisting are Greg lowed by plated lunch at the afternoon, there’ll be a Lincoln Bilpuch, who played a major role Kellogg Manor House and a tour car auction as well as a dedica- in planning the museum’s dedica- of the house; 4) tour of Bill Parfet tion in the Lincoln museum. That tion in 2014, and LMCF board Auto Collection, lunch and Bell’s evening, we’ll again enjoy happy members Vaughn Koshkarian and Brewery. All tours will conclude hour and dinner at our host Bruce Kopf. LCOC members at approximately 4 p.m. That hotel. (LOC and LZOC awards Bob Johnson and Dennis Garrett evening there’ll be a dinner and will be presented.) Saturday even- will again handle registration and tour at the Kalamazoo Air Zoo ing’s speaker will be , other meet responsibilities. Aerospace and Science Center. retired global Vice President of 9 the lincoln link

Peter J. Platte: Ford, Lincoln and Dealer in Detroit, Michigan—1915-1934

n The author of this article, Jim O’Connell, walked into the Gilmore Car Museum offices one day with a small pile of photos and some paperwork. The photos had been taken inside and outside a Lincoln dealership owned and operated by his grandfather, Peter J. Platte, in Detroit in the 1920’s and ’30’s. Ironically, it was this same dealership that served as the inspiration for the exterior of the Lincoln Motor Car Heritage Museum. I asked Jim to write an article about his grandfather, using those photos and other items related to the dealership. His article includes a unique look into the operation of an automobile dealership in the 1920’s and ’30’s.—Editor

by James O’ Connell dealer in Detroit. This is how their home f you were in the market appeared in the mid-1920’s. It to purchase a new Ford Model was located on the shores of Lake I T a hundred years ago in the St. Clair with few neighbors. city of Detroit, our grandfather’s It was nicknamed “the big red agency would be on your list house,” and the Plattes owned of car dealerships to visit, and the lots to the right and left, with it might be the last stop before considerable lake frontage. Peter’s buying the car of your dreams. parents lived two houses down in n The Plattes’ “Big Red House” on the This is story of our grandfather the “pretty pink house.” (If you shores of Lake St. Clair in the 1920’s. and his history as a leader in the know where St. Gertrude Church sales of Ford and Lincoln cars in production model, known as is located on Jefferson Avenue, Detroit before it became known “,” became the industry their home was slightly east and as “The Motor City.” Within 15 standard for efficiency, with a across the street.) The “big red years of start-up in 1916, Peter J. manufacturing focus on vertical house” disappeared a number of Platte Motor Sales was delivering integration and mass-production years ago, as did the “pretty pink 500 Fords and 25 Lincolns per techniques. With the Model T in house.” month; he was operating one production from 1908 through Our great-grandfather, also of the largest Ford and Lincoln 1927, Henry Ford achieved his named Peter, owned two grocery dealerships in the nation, right objective of manufacturing a and butcher shops, known as within the city of Detroit. reliable, low-price car for the P. Platte and Sons, located on The year was 1916, and “masses.” Unfortunately, Ford’s Hasting (a vacant lot today) and the was market share began to erode by Lycaste (entrance to ’s experiencing unparalleled sales the mid-1920’s and continued to Jefferson North Assembly growth, with Ford Motor do so through the mid-1940’s, plant today) in Detroit. From Company the dominant as did the fate of Peter J. Platte 1906-1909, Peter worked as a manufacturer of vehicles. With Motor Sales. stenographer and clerk in the the success of the Model T, Ford Peter J. Platte was born to grocery business and was living created a market that made it Peter and Louise Platte in the city with his parents above the grocery possible for the average American of Detroit on September 7, 1889; store on Hasting Street, Detroit. to purchase a car (or truck). he died November 7, 1965, in In 1908, Peter’s brother, Although motorized vehicles were East Detroit, Michigan (now East Edwin, was operating a grocery once viewed as a “rich man’s toy,” Pointe). Peter was raised with store known as Joseph Platte and Ford had by 1916 transformed two brothers, John and Edwin, Sons, located on McDougall in the market to “I need one now” and a sister, Mamie, residing in Detroit. By 1909, Edwin had with more than 50 percent of the Saint Clair Shores, Michigan. In partnered with his brother, John, cars on the road built by Ford. addition, Peter had a step-brother, to operate the Platte Brothers By the early 1920’s, Ford’s Fred Platte, who was also a Ford Grocery store on East Canfield. 10 spring 2017

Edwin lived above the store. contract still exists) with Ford Peter married Lillian Elizabeth Motor Company, “a corporation Steen on June 10, 1909. She located in Highland Park, was born on February 7, 1880, Michigan.” The one-year contract and died on February 2, 1961. was to sell Fords at their agency After their marriage, Peter and his located at Jefferson Avenue and bride moved to Coplin Street in Alter Road in Detroit, Michigan Detroit. (known today as the Jefferson- By 1912, Peter and his brother, Chalmers Historic District). John, were owners of John and The annual contract established Peter Platte Grocery and Butcher Platte-Chalmers’ RSE (retail sales n The Peter J. Platte Motor Sales build- Store located on East Jefferson estimate or annual sales quote) at ing was still in existence in 2014. Avenue. John died at the age 200 cars starting August 1916 as of 39 in 1914, and his brother follows: greatest business growth stories of Edwin took over John’s share of August 1916: 18 cars all time—Ford Motor Company! the store. Peter then moved to September 1916: 18 cars By 1919, the name of the East Jefferson Avenue, above the October 1916: 16 cars dealership changed to Peter J. store, and Edwin was living on November 1916: 16 cars Platte Motor Sales; Peter was St. Aubin Street. In 1915 Peter December 1916: 16 cars the sole owner. He expanded bought out Edwin’s interest and January 1917: 16 cars the dealership with the became the sole owner. February 1917: 16 cars construction of a three-story While managing his grocery March 1917: 16 cars brick and reinforced concrete business, Peter took a part-time April 1917: 18 cars structure located at Jefferson and position selling cars with a Ford May 1917: 20 cars Ashland Avenue (same block). agency located at Jefferson and June 1917: 16 cars The architects were James S. Lycaste on Detroit’s East Side. July 1917: 14 cars Rogers, Harrie W. Bonnah, and Peter was also displaying and Walter C. Chaffee, well-known selling cars from the parking lot of n contrast to today’s for their designs and buildings his grocery business. automotive sales market in in the city of Detroit. Pictured “Go, Peter, go”—that was the I Detroit, Ford was expanding above is Peter J. Platte Motor type of person he was, always its dealer network in 1916 at Sales as it appeared in 2014 (see traveling full speed ahead and in an incredible rate. The year Detroit1701.org for reference). the fast lane. our grandfather purchased his By 1922, Peter J. Platte It was August 14, 1916, Ford dealership, Ford signed Motor Sales had been delivering when, at the age of 26, Peter up or renewed 18 dealers in the Fords in the city of Detroit J. Platte, along with Fred W. city of Detroit and 132 dealers for six years, and he was well Chalmers, purchased a Ford statewide. Ford had announced positioned to take advantage of agency (dealership) under the on December 10, 1915, the sale a new opportunity appearing business name of Platte-Chalmers of the millionth Model T, with on the horizon: the purchase of Company, for the sum of $1,500. production exceeding 500,000 Lincoln Motor Company by Ford Peter and Fred executed a cars for 1915. What a great time Motor Company. If anyone was “1916-Special Limited Agency for Peter J. Platte to commit and in the right place (Detroit) at the Contract-1917” (the original to become involved in one of the right time (1922), with the right

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to challenge the group and bring one-ton truck with a delivery price excitement to the event. Peter FOB (freight on board) Detroit had his own golf ball printing of $430. What’s most interesting machine so his name appeared on about the advertisement is the the circumference of the ball (not inclusion of 24 authorized Detroit sure what he did with his bowling Ford and Lincoln dealers located ball). throughout the city of Detroit. It He was fearless and relentless certainly did not take Ford long in pursuing his dream of being to integrate Lincoln cars into its Detroit’s leading Ford and vast network of dealers in Detroit Lincoln dealer. Peter knew and across the . how to cultivate great business Peter J. Platte Motor Sales was relationships, especially with one of the 24 dealers listed in the Ford’s top management, to 1922 advertisement. include . In fact, When Ford acquired Lincoln, Peter’s family home was located it was not realized by the general n Peter J. Platte approximately three miles east of public that Lincoln was the fastest Edsel’s home on the same street stock car in America and one of people (Ford) and with a proven, along the shores of Lake St. the most reliable vehicles of its successful track record (selling Clair. Most likely, Mr. and Mrs. time. It was known that Lincoln Ford), it was Peter J. Platte! Edsel Ford received one of those cars were fast, but Lincolns had What’s more, he knew how to invitation-only party invites at never been entered in races or capitalize on this new business the “big red house” on Jefferson other contests prior to 1922. In opportunity. Avenue. an article published in Ford News’ Peter’s personality and During the first six months June 1, 1923, edition, Lincolns character were well suited for the of 1922, automotive history were highlighted for speed and explosive automotive sales market was about to unfold between reliability, as the article stated, in 1922. Peter was outgoing and Ford Motor Company and “Since June 1921, the state gregarious, the type of person Lincoln Motor Company that police (Michigan) have been who upon initial contact you would exceed all expectations. driving their Lincoln touring car, thought you had met before. He Those events would change burning up the roads in summer had a positive, can-do attitude the landscape for Ford Motor and bucking the snowdrifts in with a drive and passion to Company, Lincoln Motor the winter, giving this car the succeed in business and in life. Company, and Peter J. Platte most grueling test for more than Peter was a committed family man Motor Sales forever! From and adored his wife, Lillian, and the time Henry Ford decided their three children, Ida, Marie to purchase Lincoln Motor and Peter Jr. Many of Peter’s Company in February 1922, relatives were employed at his Ford’s well-established, highly dealership. successful, aggressive business Peter enjoyed the social side of model assimilated all aspects of life with frequent invitation-only the Lincoln Motor Company in parties at the “big red house” less than five months. It’s truly an on Jefferson Avenue. Most amazing success story of business Tuesday nights you’d find Peter assimilation and demonstrated at St. Gertrude Church, meeting Ford’s ability to dominate all with a few members of the aspects of its businesses, industry congregation—for their weekly and the take-over of its latest poker game. Peter would bring division. his own embossed poker chips An advertisement appeared in with his name on the face, in the Detroit News’ July 2, 1922, eight different colors. He was an edition, picturing Henry Ford n As early as 1921, Lincoln cars were avid bowler and golfer who liked explaining the versatility of Ford’s becoming favorites of police departments. 12 spring 2017

50,000 miles.” The commissioner of the Michigan State Police declared Lincoln “the best balanced, easiest handling and best car I know of. I look forward to another 50,000 miles of good service before it needs any further attention. This remarkable performance has attracted the attention of police departments in all parts of the country, and particularly in Detroit, where things are moving so rapidly. Bandits, thugs and bootleggers had resorted to high-powered cars and it became necessary for the Detroit police to consider seriously the use of high-powered cars to keep lawbreakers in control. “On May 17, 1923, the Motor Transportation Division of the city of Detroit, in conjunction with n Platte’s Lincoln Motor Sales building at 3700 Jefferson Avenue in Detroit was the the Detroit Police Department, model for the Lincoln Motor Car Heritage Museum’s façade. conducted a series of tests for the purpose of recommending and .” and Peter J. Platte Motor Sales the purchase of seven Lincoln This was the first public was selling record numbers of Police Flyers. The Lincoln seven- recognition of the fact that Ford cars and trucks. passenger touring car (357-cubic Lincolns were the fastest stock In 1925, Peter opened a inch displacement) won all the cars in America, something the second dealership, Peter J. Platte high-speed contests, the most bandits, thugs and bootleggers Lincoln Motor Sales, located at remarkable one being the two- knew all too well—the power, 3700 Jefferson Avenue. If the mile run from a standing start in speed and reliability of Lincolns Lincoln dealership were still one minute, 492/5 seconds. The were unsurpassed at the time. standing today, you’d find it next car carried a six-passenger load of In March 1924, Peter J. Platte to (east of) Rosa Parks Federal healthy policemen and attained Motor Sales was recognized Building, U.S. Department a speed of better than 80 miles by Ford Motor Company for of Homeland Security. The an hour. Lincoln out-performed employing the “Champion Ford appearance of the dealership Cadillac by eight seconds and Salesman” in the United States. was described as “…built in a Packard-Twin-Six (420-cubic inch As reported in Ford News’ April neoclassical architectural style, an displacement) by nine seconds, 22, 1924, edition, “41 Ford imposing edifice typical of many with Paige and Peerless finishing dealers in Detroit established a luxury automobile dealerships fourth and fifth, respectively. remarkable sales record in March of the era...” That quotation “Just before this trial, Mr. 1924 by delivering 5,346 cars comes from the Lincoln Motor Edsel Ford asked to be driven and trucks in a single month, Car Heritage Museum, which over the course, at which time exceeding any previous monthly opened in August 2014 and a speed of 89.9 miles an hour sales. George Holzbaugh’s displays a number of priceless was reached. The Lincoln also (salesman for Peter J. Platte Lincoln automobiles from the gathered all the honors in the Motor Sales) total monthly sales 1920’s through modern times. half-mile run from a standing of 202 cars and trucks beat the The exterior appearance of the start in the record time of 382/10 nearest salesman by 28 units.” Mr. museum took its inspiration from seconds, attaining a speed of Holzbaugh was the “number one Peter J. Platte Lincoln Motor 76 miles an hour, followed by salesman” in the United States Sales, as his Lincoln dealership 13 the lincoln link

looked in 1925. From June 20 through July 20 of 1925, 47 Ford dealers within the municipal limits of Detroit participated in a joint sales contest. The objective of the contest was to award prize money to salesmen whose unit sales exceeded their previous month’s unit sales (known as their “par number”) by the highest unit sales. George Holzbaugh of Peter J. Platte Motor Sales sold 72 cars and trucks during the contest n The showroom at the Platte Lincoln dealership, circa 1930 period, almost double that of any other salesman. Unfortunately for cars and trucks. a little short of Tudors and Mr. Holzbaugh, his par number The sales order consisted of Roadsters. We are getting quite (previous month’s unit sales) was 102 touring cars to be used by a few cars from the factory now. 80 cars, resulting in his being the police department as scout About all we can sell this month. awarded a gold watch for the and patrol cars. As stated in Everybody here is working day highest number of units delivered Ford News’ edition of September and night, salesmen, office and during the contest. First prize 1927, “Scout cars have proved garage. I have worked harder this ($1,000) was won by Hettche of inestimable value to the police winter than ever before. Everyone Motor Sales: Mr. Shaw’s par department in its work. Such here is on their toes. High pitch. number was 11, with total units cars are naturally subjected to the We are driving as hard as I know delivered of 40. Second prize of hardest usage where the service how to deliver 500 Ford cars $750 was awarded to Mr. Bennett conditions are unusually severe. for the month of May (1929.) of Peter J. Platte Motor Sales. However, for ease of handling in If we can do it, it will be some Mr. Bennett’s par number was traffic, all-round flexibility, and record. Used cars are not selling 15, with total units delivered of economy under such usage, the very good. Our service station 22 units. As Ford News’ edition of Model T is recognized as without is so crowded with cars, new, September 1, 1925, stated, “All a peer, such cars being leaders used and customer cars, hardly deliveries were carefully checked for this class of work.” The turn around. Lincoln business is and verified by Ford employees balance of the order consisted hard to get. Kenny (salesman) attached to Detroit branch.” of 100 trucks, one pick-up, 63 got on my nerves and muscles. During June and July of 1927, , 51 Tudors and three He was not getting any business. as Ford’s 15 millionth Model runabouts for use in various other He said Lincoln cars could not T-type vehicle rolled down departments. The 100 trucks were be sold in Detroit. Detroit was the assembly line, the city of “equipped with dump bodies a tough town. I fired him and Detroit purchased 333 Model for garbage collection, a type of give him just 15 minutes to T-type vehicles from Ford Motor work for which the one-ton unit leave the building. He reported Company. The bulk of the order is well fitted, owing to the fact (me) to Ford Motor saying I was handled by Peter J. Platte that the planetary transmission fired him and ejected him from Motor Sales along with three can be operated from the running the building. Ford Motor said other Ford dealers, Millenbach, boards, eliminating an extra man they did not care who I hired or Schneider and E.J. Clothier from the crew.” fired so long as we are getting Motor Sales. The city of Detroit In a letter dated May 12, 1929, the business. They insist we sell took advantage of a last-time buy to his wife, Lillian, and children 270 Lincolns in Detroit this year. to “purchase a supply of vehicles while they were vacationing for Have been at Lincoln (dealership) (Model T) which had rendered the winter in West Palm Beach, most of my time. We delivered valuable services for many years.” Florida, Peter reported, “Ford 20 Lincolns and took 23 orders Of the 1,164 vehicles in use by business is very good. We have for April. Have only taken two the city of Detroit, 52% were Ford some types of Ford cars on hand, orders this month on account of 14 spring 2017

bad weather. Ford Motor insists in 1925 had been the inclusion utilizing a grocery and meat I stay on the job and deliver 35 of a “buy-back” agreement with market he owned at Jefferson Lincolns this month. Have been Lincoln. On May 26, 1930, Peter and Lycaste Avenue as a display out selling and working with J. Platte executed the buy-back and showroom. Platte recalls that salesmen every day. If Lincoln agreement and sold the Lincoln before the sale of a car could be orders come in a little better in dealership back to Ford for the effected then, it was sometimes the next week, I will be able to sum of $122,257.91 (check necessary to teach the entire leave. If not, I am afraid Ford number 566). In today’s dollars, family the delicate intricacies of Motor will go insane if I leave the value would approach two driving. Features of the Plattes’ for Florida. They just plead and million dollars. anniversary celebration included cry all day long for more Lincoln As a Ford and Lincoln dealer a parade Monday night led by sales in Detroit. They say we must in the late 1920’s and early the Catholic boys’ and girls’ 100- stop at nothing to sell a car. They 1930’s, Peter J. Platte was told piece band, in which every Ford are just about making every Ford repeatedly by Ford management model will be on display, and a dealer buy a Lincoln car. They that the availability of certain fashion show.” watch bank accounts and will not Ford vehicles required purchasing By the end of 1933, Peter take no for an answer.” Lincolns; otherwise fewer Fords J. Platte was no longer in the Immediately following the were available or Fords that were business of selling new Fords stock market crash in October not as popular. Before long, or Lincolns. The financial stress 1929, Peter J. Platte Lincoln Peter’s showrooms, dealer lots, of lower sales volume, reduced Motor Sales established a new service bays, used car lots and pricing and margins, unavailability sales record for the number of available space on side streets of popular Fords and mandated Lincolns sold in a two-week were overflowing with vehicles, Lincoln purchases resulted in period. As reported in Ford News’ while the number of new and Peter J. Platte divesting his January 15, 1930, edition, “A used cars on hand continued to holdings with Ford Motor new record for sales during a grow. Ford’s marketing and sales Company. Salon showing is said to have strategy of “iron-bound, factory- The reasons why Peter sold been made by Peter J. Platte, set quotas” had little relationship his Ford dealership in 1933 to Detroit Lincoln dealer, during the with unit sales and changing his brother were described in Metropolitan Salon held in his market demands. Ford was slow an article published in Business establishment immediately after to respond to market conditions Week for April 2, 1930, entitled the recent stock market crash. In and failed to recognize that what “Ford Dealers Rebel; Many view of the fact that sales of cars was successful in the past no Leave Ranks.” The article in all price classes were affected longer worked going forward. stated, “With years of factory at the time, the showing made Many successful Ford and Lincoln domination of every aspect of by the Detroit dealer (Peter J. dealers of the previous 20 years the sale, the business relationship Platte) and his sales organization were rebelling and exiting their between Ford Motor Company was more than ordinarily brilliant. relationship with Ford Motor and its dealer network reached a During the two weeks (November Company. low point. In November 1929, 1929) that the Salon was in “Platte Celebrates Dealer Ford enacted changes in dealer progress, 79 Lincoln cars were Anniversary” was a headline discount rates from 20% to 17.5%. sold, of which 50 were the result in the Detroit News’ Sunday, Ford also reduced the price of of work of Platte’s organization September 9, 1933, edition. models by $15 to $50. The net and 29 that of associate dealers.” The article stated, “Seventeen effect of reduced discount and By 1930, Peter had expanded years of relationship with Ford lower pricing placed over 90% his holding with Peter J. Platte Motor Company as one of its of the reductions on the backs Motor Used Cars Sales, with largest dealers will be celebrated of its dealers and diminished locations at 10935 East Jefferson by Peter J. Platte Motor Sales, the dealer’s already meager Avenue, 14401 Kercheval, and 30 14801 Jefferson East, in gross profit.” A summary of the Webb in Detroit, and later, at 205 conjunction with Ford’s thirtieth specific objections at the time is as North Main in Royal Oak. anniversary. Platte became the follows: One of Peter’s conditions for pioneer Ford dealer in Wayne 1. Road men who tour the purchasing the Lincoln dealership County on August 1, 1916, country and report all violations 15 the lincoln link

of factory rules and enforce strict discipline upon dealer organization; 2. Reduced discounts by which the possible margin for net profit has been reduced to approximate invisibility; 3. Treating contracts as “scraps of paper” as was done with the demand upon dealers to sign riders to their franchises accepting 17.5% discounts at the peril of their business lives; 4. Iron-bound, factory-set quotas which frequently have little relation to sales possibilities in dealer’s territory but are never below them; 5. Inclusion of Lincoln cars n A visitor in full Native American gear tries out the Lincoln Sport Phaeton in the and Ford trucks in quotas for showroom at Platte’s, accompanied by a bevy of gals, circa 1930. localities where sales of either may be practically impossible; Louis Rose, president of DeSoto significant leadership role in 6. Failure of factory to Distributing Co., was elected shaping how cars and trucks consider dealer’s need in vice-president. David J. Griffith, were sold and achieved national distributing models and colors; dealer, is the new recognition for outstanding 7. Having to buy all garage secretary, and Joseph E. Bayne, vehicle sales. His commitment, equipment from a recognized president of the Chrysler Detroit focus and devotion to Ford source regardless of relative Co., is treasurer.” exceptional customer service need or price of equipment; In 1946, Peter J. Platte were carried forward from his 8. Factory exercising authority and his son, Peter Jr., were in early days in his family’s grocery over amount of money to be business together selling machine and butcher shop businesses. spent for show rooms, garages, tools. Peter J. Platte Machinery Peter’s achievements and and similar investments in the Sales Company was located at influence within the automotive business. 7467 E. Davison Avenue in industry came during a period In 1934, Peter J. Platte Detroit, Michigan. For almost of great opportunities coupled became a DeSoto/ twenty years, Peter and his son with horrendous global historical dealer. In a 1934 newspaper ran a successful business selling events; that’s what makes those article entitled “Visiting New new and used equipment to achievements truly outstanding! Showrooms” states, “Four new support customers looking for On a final note, the writer showrooms were opened during large overhead cranes and hoists would like to recognize and the week by DeSoto dealers, until his death on November 7, acknowledge the contribution bringing a round of visits by 1965, at the age of 76. Peter and role that automotive dealers Chrysler executives.” Those and his family are buried at played during the early days of visitors in the article were “Roy Holy Sepulcher Cemetery in the industry, which is so often Hannah, Harry G. Moock and J. Southfield, Michigan. understated and forgotten. It’s B. Wagstaff pictured at Peter J. As a very successful my hope that the story of Peter Platte’s dealership.” entrepreneur in Detroit during J. Platte is a reminder of those In 1938, Peter J. Platte was the early years of the automotive individuals who were truly elected president of the Detroit industry, Peter J. Platte set exceptional entrepreneurs and Auto Dealers’ Association. “Peter the standard for excellence their significant contributions has served on the board of in selling and servicing Fords to the success of the automotive the association for many years. and Lincolns. Peter played a industry during the early days.

16 spring 2017

The Museum Collection n What classic Lincoln motor cars will you see when you visit the LMCH Museum? Herewith is a comprehensive overview of the museum’s current holdings. We are grateful to those who have donated or loaned their Lincolns for the enjoyment of museum visitors, and to those contemplating doing so.

1922 Lincoln Brunn Type 112 Sport Phaeton, 1923 Lincoln Anderson Type 123 Touring Car (with donated by Joan M. Milne, Lucerne, Colorado “California” top), on loan from Lisa Passey-Chaffin, Austin, Texas

1926-27 Lincoln Model L Chassis, donated by 1928 Lincoln Locke Type 163B Sport Phaeton, Arnold Schmidt, restored by the Nau family and others. on loan from John J. “Jay” Quail II, Mequon, Wisconsin

1928 Lincoln Dietrich Type 171 Convertible , 1930 Lincoln Judkins Type 172 Berline, on loan from the Gilmore Car Museum donated by Richard G. Zobelein, Jr., San Mateo, California

1932 Lincoln KB Type 241 Dietrich Convertible Sedan, 1936 Lincoln-Zephyr -Sedan, donated by Ford Motor Company donated by Ford Motor Company

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1937 Lincoln-Zephyr Coupe, 1937 Lincoln LeBaron Convertible Roadster, on loan from the Gilmore Car Museum on loan from Lawrence “Larry” Smith, Saginaw, Michigan

1939 Lincoln LeBaron “Royal Canadian” Convertible Sedan, 1940 Lincoln-Zephyr Continental Cabriolet, on loan from Richard & Linda Kughn, Dearborn, Michigan on loan from John T. “Jack” Eby, Scottsdale, Arizona

1940 Lincoln-Zephyr Brunn Town Limousine, 1941 Lincoln Continental Cabriolet, on loan from the Donald McIntosh family, Detroit, Michigan donated by the L. Dale Shaeffer family, Jackson, Michigan

1942 Lincoln-Zephyr Sedan, 1946 Lincoln Continental Coupe Custom, donated by Tom & Joan Brunner, Rio Verde, Arizona on loan from David Bunch, Highland City, Florida

1949 Lincoln Cosmopolitan Convertible, 1954 (Road Race Replica) Sport Coupe, donated by Randy Fehr, Wayland, Iowa on loan from NATMUS

18 spring 2017

1955 Continental Mark II (Prototype) Sport Coupe, 1956 Continental Mark II Sport Coupe, donated by Dennis Carpenter, Concord, North Carolina donated by Harroll Hudson “Nick” Weaver, Goldsboro, North Carolina

1960 Continental Mark V Coupe, 1962 Lincoln Continental Sedan, donated by Robert Louis Hetzel, Fort Myers, Florida on loan from Bruce Ventura, Farmington Hills, Michigan

1971 Continental Mark III Two-Door , 1972 Continental Mark IV Two-Door Hardtop, on loan from Christopher Pasternak, Mishawaka, Indiana on loan from Dennis & Louise Garrett, Plymouth, Michigan

1979 Lincoln Continental Town Car, 1998 Lincoln Continental Mark VIII Coupe, donated by Thomas Vance “Tom” Minton, Bridgeview, Illinois donated by Bruce Kopf, Grosse Pointe Shores, Michigan

2016 Lincoln Continental Factory Concept, on loan from Ford Motor Company, Lincoln Division

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Featured Lincoln Enthusiast: Stan Lucas any owners of Ford’s statement in which he classic Lincolns said, in effect, ‘we don’t have to recognize the name make a profit in this company “Lucas.” The company [Lincoln], just break even. We’re Lucas Classic Tires has putting the money in the car.” Mbeen a source for tires for vintage Stan remembers that his grand- cars for more than 50 years and father had invested in Doble its owner, Stan Lucas, has been a Steam Motors in 1921. As a vintage and classic car enthusiast young engineer, Stan worked for even longer. . Kaiser in the original Just as significantly, Stan is a Doble factories in 1957-58 on a major supporter of the Lincoln steam-powered Kaiser car. The Motor Car Foundation. He is not project went nowhere, but helped only a collector of vintage and n Stan Lucas shows off a pair of antique re-ignite Stan’s fascination with classic automobiles, but an auto- auto headlights from his collection. the Doble automobile. motive historian and voracious In the late 1950s, Stan was reader, with an extensive trans- is the of the Lincoln L world. offering exhaust whistles and cut- portation library on automobiles, It was quite possibly my last outs for Ford Model Ts before airplanes, airships, locomotives chance to buy it and I stepped up. getting into the vintage tire busi- and ocean liners. “I only bought cars that ness. Educated as an engineer, his His car collection contains appealed to me,” said Stan, who entrepreneurial streak took him to many desirable antique and clas- noted that he focused on cars investing in real estate, where he sic automobiles, from the Brass with distinctive engineering fea- was quite successful. Era to the Classic Era. Within tures, hence the Doble, Lincoln Today, he remains active in that collection are four Lincolns and early electric cars. “I bought the collector car hobby, which and five Dobles, the latter being what I liked. I have never sold a includes being a true Lincoln afi- the most advanced steam car ever car. cionado—and a supporter of the built. The Lincolns include a “The Lincoln was a superior Lincoln Motor Car Foundation. 1932 Lincoln KB LeBaron con- car in its day. I remember Edsel vertible roadster, a 1932 Lincoln KB sport phaeton, an all-original 1927 Lincoln Locke sport phae- ton owned by President Calvin Coolidge and the one-off 1929 LeBaron Aero Phaeton, built for the annual Auto Salon. The LeBaron Aero Phaeton had been owned for more than 30 years by a noted Pacific Northwest auto collector when Stan acquired in 1998. He still remembers paying far more than the auction estimate but doesn’t regret it. “I remember the auctioneer trying to start the bidding at what he supposed was a high num- ber—$100,000—and half of the hands in room went up. That car n One of Stan’s prized possessions is the one-of-a-kind 1929 Lincoln LeBaron Aero Phaeton, with a polished aluminum boattail body and a tail-mounted rudder. 20 spring 2017

Museum Momentum

by Jim Blanchard famous Loening Amphibian. and each was met with great We have a planned enthusiasm. our museum improvement to our Brunn Our campaign for the continues to strengthen in Town Car display in the works endowment continues to build both collection quality and as well as a photo tribute to toward the one million mark financial footing. the Peter J. Platte dealership with the tailwind of many great August 2017 will mark that was the inspiration for our donations matched with funds theY 100th Anniversary of the museum building. from Jerry Capizzi and Chris incorporation of the Lincoln Outreach continues in 2017. Dunn. Estate planning giving Motor Company to build the Our 1928 Lincoln Judkins is important as well; Mike standardized aviation motor Berline was invited to this year’s Cunningham left us a substantial that would be known as the St. Johns Concours d’Elegance. sum in his will and this we Liberty: the first deployment Last year, we loaned Jack have received. Donations of of government-controlled Eby’s 1940 Lincoln-Zephyr literature, parts and automobiles design and build that would use Continental to Automobile are important as well. Randy multiple suppliers and be known magazine for an article and Jane Fehr made the as “The Arsenal of Democracy.” promoting the new Continental. generous donation of their 1949 Of the companies chosen, The photo shoot took place at Cosmopolitan for permanent Lincoln was the only firm not the Frank Lloyd Wright Palmer display at the Museum. It is an producing automobiles and the House in Ann Arbor, Michigan. excellent restoration and a fine first to sign a contract to deliver The resulting photographs from example of the newer post World 6,000 engines. this shoot are amazing. War II engineering. Our goal is to continue to Thanks to the generosity of The Shaeffer 1941 be the best museum possible, several donors and Dr. David Continental went to the Edsel serving to recall the Lincoln Roycroft of Virginia, we have & Eleanor Ford House at story while providing inspiration purchased a Liberty motor, the request of Lincoln Motor to the designers and builders of and Dr. Roycroft is finishing Company. A visit by editors tomorrow. its restoration in time for its of China Autohome magazine unveiling at our homecoming in and representatives of Lincoln n Jim Blanchard is vice president of August. Dave is undertaking the China was a shining example the Lincoln Motor Car Foundation project out of his love for the of the ability of your museum and head of the Lincoln Motor Car museum and to honor his father- to tell the Lincoln story to a Heritage Museum. He is especially in-law, Ed Weick, who worked wider international audience. knowledgeable about the 1940-’41 with Grover Loening, who used Four tours were conducted for Lincolns, including the Continental inverted Liberty motors in his the Lincoln Motor Company, and the Brunn Town Limousine. 21 the lincoln link

A Unique 1940 Lincoln-Zephyr Town Limousine by Brunn

n This period photo shows Clara Ford’s 1940 Lincoln-Zephyr Brunn town car parked in front of Fairlane, the home of Henry and Clara Ford.

The Brunn that Mr. Ford proposed to her was “exactly the type of car I was looking for,” she wrote. The car was eventually purchased by Donald McIntosh, who had visited the Ford Estate in Grosse Point as a youngster and had admired first-hand Mrs. Eleanor Ford’s Brunn Town Car. The Brunn is one of six that n This 1940 Lincoln-Zephyr Brunn limousine, on loan from the McIntosh family, were built with the exposed rear is currently on display in the Lincoln Motor Car Heritage Museum. Bearing Body spare tire, an Edsel Ford design Number 1, it was updated to 1941 trim early in life. favorite. He also favored the open chauffeur compartment and dark by Jim Blanchard maroon exterior paint with black upper, accented with a vermilion dsel ford was an stripe. The Shelden Brunn has a enthusiastic town car owner, closed driver compartment and is and he ordered a number known as a town limousine. of Brunn-bodied Lincolns. Edsel Ford was, in effect, the The Zephyr Brunns are n The original clay model of the “salesman” for the Brunn Town Esignificant because they are the last Cars. A letter to his brother-in-law, batch of custom-bodied Lincolns Lincoln-Zephyr Brunn town car, from the Ford Design Studios. Ernest Kanzler, dated November ordered by Mr. Ford. The K 1, 1939, is revealing: “The price Lincoln production ended in 1939, the selection of exterior color and will be around $3,700 plus taxes. and the order of fourteen Town interior options. Letters between They will be handled through Cars would prove to be the final them exist in the Benson Ford Ford Motor Sales Company at production for the Brunn Company, Research Center. The Shelden Highland Park so that no dealer which closed its doors in 1941. It family was a prominent dry will be involved, thereby keeping was Brunn who first helped Ford- goods merchant, and owned the the price down fairly low.” Letters owned Lincoln in 1922 move away Murray Body company, which from the office of the president from the staid Leland-designed cars. supplied Ford with the convertible to Brunn during the build process The Zephyr Brunns are interesting bodies for all roadsters and show a penchant for detail, with because they are a blend of phaetons in the mid-’thirties. conservative choices. streamlining and formal coachwork. Mr. Allan Shelden died in 1935, The Shelden Brunn is significant The 1940 Brunn currently on but Elizabeth “Betty” Shelden because of being the first, but also display at the Lincoln Museum is continued to live on their 800-acre because it had fallen off the radar Body Number 1, and was sold by estate near Rochester, Michigan, and was thought to be missing. It Mr. Ford to Mrs. Allan Shelden. now Stony Brook Metro Park. came to light when the McIntosh He personally helped her with family offered it for display in the 22 spring 2017

Ford Motor Company. The Whiz Kids all worked for Lovett during the war, and most would go on to distinguished careers at Ford. The Zephyr Town Cars tell us much about the style of the man who gave us the Continental and give a fine glimpse into the ordering of the last batch of custom-bodied Lincolns in the Classic Era. n Jim Blanchard is vice president of the Lincoln Motor Car Foundation n Here is Brunn Body Number 4, one of three ordered in these colors by Edsel Ford. and head of the Lincoln Motor Car The maroon color holds a special place in Brunn history. A young Herman Brunn pho- Heritage Museum. He is especially tographed President William McKinley riding in a horse-drawn Brunn coach painted knowledgeable about the 1940-’41 a dark maroon with shiny black landau leather top and trimmed in rich maroon Lincolns, including the Continental broadcloth. The car shown here is now owned by Jim Blanchard. and the Brunn Town Limousine.

Lincoln museum. I have worked The first nine were 1940’s; with Brunn historian John Murphy the rest were built as 1941’s or of Ocala, Florida, and determined updated to 1941 trim. H133589 that twelve of the fourteen cars is a 1942 model in every respect. are still in existence—a rather high The three that were still in use survival rate! after World War II by the Ford family (Clara Ford, Eleanor Ford SERIAL ORIGINAL OWNER/ BODY and Ernest Kanzler) were updated NO. CURRENT OWNER STYLE to post-war front ends and used H88576 Shelden/McIntosh Town Limo until 1952. Kanzler sold his Brunn (exposed spare) to Robert A. Lovett, Secretary H93458 E.B. Ford/Murphy Town Car of War for Air (later Secretary of (exposed spare) Defense under President Truman). H94019 Buhl/Murphy Town Limo Kanzler made the connection of (bustle trunk) the “Whiz Kids” hired by Henry H97739 Ford/Blanchard Town Car Ford II to rebuild the post-war (exposed spare) H97759 Kanzler/Blanchard Town Car (bustle trunk) H97763 Clara Ford/ Town Car Calif. Car Museum (exposed spare) H99516 Louie Hall/Missing Town Limo (exposed spare) H100882 Unknown/Missing unknown H116000 Eleanor Ford/Nance Town Car (exposed spare) H118776 Unknown/Hunter Town Car (low n Above: The letter from Mrs. deck) Allen Shelden to Edsel Ford H120252 Unknown/Unknown Town Car (low accepting his offer to build a deck) Lincoln-Zephyr Brunn town H120507 Unknown/Humphrey Town Car (low car. Ironically, her husband deck) owned Murray Body Company H120728 Unknown/ Town Car (low in Detroit. Left: Note in Edsel Luray Caverns deck) Ford’s own handwriting in H133589 Unknown/Robbins Town Car (low which he records Brunn town deck) car/limousine sales. Note that he doesn’t use “Mr.” for prospects who declined.

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n November 2016, the editor-in-chief and three editors from China “China Autohome” Spends Autohome, a Chinese on-line publication, spent an entire Iday at the Lincoln Motor Car Day at Lincoln Museum Heritage Museum. They were hosted by LMCF trustees Jim Blanchard, Vaughn Koshkarian and Jack Juratovic. China Autohome is often consulted by prospective Chinese buyers and auto enthusiasts. Heritage is of great interest to enthusiasts and buyers in China, arguably more so than in the U.S. The Chinese visitors were extremely impressed with the museum and hope to return. The web site for the magazine is www.autohome.com.

24 spring 2017

Lincoln Designers, Product Planners, Modelers Visit Lincoln Museum

wareness of the Lincoln Motor Car Heritage Museum is spreading within the Lincoln group at Ford MotorA Company. Three different Lincoln teams visited the museum in 2016. The Lincoln design team, led by Moray Callum, vice president Ford Global Design, and David Woodhouse, Lincoln Design Director, led a team of 25 design- ers who visited the museum in September. The Lincoln clay modelers and design engineers visited the museum in November, while the Lincoln program managers visited n The Lincoln design team hears an explanation of Lincoln Motor Company’s early in December. days from LMCF Chairman David Schultz. The Lincoln marketing team visited the museum in 2015. The Lincoln groups were hosted by LMCF trustees Jim Blanchard, Bruce Kopf, Jack Juratovic, Vaughn Koshkarian and David Schultz.

n Below: The Lincoln design team is gathered in the museum beneath a banner proclaiming “Lincoln Design Excellence.”

n Above: Visiting after the tour are Moray Callum, head of Ford Motor Company Design, David Schultz, LMCF chairman, and David Woodhouse, Lincoln design chief.

25 Discover the unique experience of owning a Lincoln Continental.

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