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Professor of History
John.Heitmann@notes.udayton.edu
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Recent Scholarship & Works in Progress
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Eddie Rickenbacker (motor company)
Advertised as "a car worthy of its name," the Rickenbacker automobile was manufactured in Detroit between 1921 and 1927. Named after Captain Eddie Rickenbacker, America's "ace of aces" during World War I and the commanding officer of the "Hat in the Ring" Squadron, the Rickenbacker was constructed along the lines of former automobile racer Captain Eddie's own specifications. In 1919, Rickenbacker decided that he would build a passenger vehicle that incorporated such advanced race-proven engineering features as a rigid frame, four wheel brakes, and a high standard of quality construction. This automobile was also to be affordable to white collar workers, prosperous farmers, and "women of taste," thus fitting in the market somewhere between the low-end Ford Model T and the far higher-priced Cadillac and Packard. Rickenbacker sold his idea to Maxwell executive Harry L. Cunningham, who subsequently recruited an impressive management team. Coach builder Barney F. Everitt agreed to serve as President and General Manager, while legendary Ford Motor Car Company production manager Walter E. Flanders was appointed as a Director of the fledgling firm. With Cunningham as Secretary and Treasurer, and Rickenbacker as Vice President and Sales Manager, the Rickenbacker Motor Company initially was well positioned. During 1921 a six cylinder prototype was built and tested, $5 million dollars worth of stock was sold and a plant with a capacity 12,000 units was acquired. Three Rickenbacker models debuted in 1922 -- a Tourer, Opera Coupe and Closed Sedan -- and more than 3,700 vehicles were sold, resulting in a 5% stock dividend. From its beginnings, Rickenbacker six cylinder models, and later a more expensive eight cylinder versions with accompanying bright two tone color schemes, were characterized by innovative technology and enhanced safety features. For example, while not the first American automobile to offer four wheel brakes, it was the first moderately priced car to do so. Other advances not found in moderately priced cars included a vibration-less two flywheel engine, ignition and transmission locks, an ingenious system to purify engine oil and avoid crankcase dilution, a carburetor air cleaner, and automatic windshield cleaner. Minor but significant improvements were subsequently introduced, and the Rickenbacker owner could sing along to the popular tune "Merrily I roll along and there's nothing wrong ... in my cracker jacker, Rickenbacker." But in fact despite its promising start, the company never took off, and began to experience production and financial difficulties in 1925. By then Walter Flanders had died, the result of an unfortunate accident. Handicapped with small profit margins, Everitt cut prices without consulting dealers and stockholders. Marginal dealers went bankrupt, stockholders and management began to squabble, and in 1926 the turmoil caused Captain Eddie to resign. With Everitt on his own, the company ceased operations in February 1927, its machinery and engines sold to German industrialist J.A. Rassmussen, who used Rickenbacker engines in his Audi Dresden Sixes and Zwickau Eights between 1928 and 1932. Like the Richelieu, Saxon, Dort, Flint, Winton, King, Jewett, Wills Ste. Clair and numerous other Midwestern automobile companies, the Rickenbacker could not survive competition from more highly capitalized and cost efficient firms, even during America's prosperity decade. John A. Heitmann University of Dayton
Finis Farr, Rickenbacker's Luck: An American Life (1979); Ken Gross, "'The Car Worthy of Its Name': 1925 Rickenbacker Series D," Special Interest Autos, no. 28(May/June, 1975); Stephen G. Ostrander, "'A Car Worthy of Its Name," Michigan History Magazine, 76(Jan/Feb 1992); Edward V. Rickenbacker, Rickenbacker (1967). |
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