Description: 1907 PIERCE ARROW LIMOUSINE EDWARD PENFIELD ART WEALTH BUFFALO AUTO AD FC5578 Item Condition: **NOTE** : PAGES MAY SHOW AGE WEAR AND IMPERFECTIONS TO MARGINS, WITH CLOSED NICKS AND CUTS, WHICH DO NOT AFFECT AD IMAGE OR TEXT WHEN MATTED AND FRAMED. DATE OF THIS ** ORIGINAL ** ADVERTISEMENT / ADVERT / AD: DATE PRINTED ON ITEM: 1907 GREAT DECOR / ART FOR: HOME OFFICE BUSINESS SHOP STORE CASINO LOFT STUDIO GARAGE SHE SHED SPECIAL CHARACTERISTICS/DESCRIPTIVE WORDS: BEAUTIFUL BLACK AND WHITE ILLUSTRATION BY EDWARD PENFIELD OF THE RICH AND THE WEALTHY GETTING IN A LIMOUSINE AFTER A PARTY THEATRE DINNER PARTY. NEW YORK CITY. PIERCE ARROW The name Pierce-Arrow was once one of the most recognized and respected names in the automobile industry. For 38 years, the Pierce-Arrow Motor Car Company in Buffalo, New York, produced some of the finest automobiles made. At the time, Pierce-Arrows could be found anywhere the rich and powerful worked and played. Past Pierce-Arrow Owners— For over 20 years, Pierce-Arrow supplied cars to the White House for the use of the President. They also sold cars to the royal families of Japan, Persia, Saudi Arabia, Greece, and Belgium. Scores of congressmen, ambassadors, governors, businessmen, and entertainers chose Pierce-Arrows for their transportation. The Early Years—Before becoming one of the foremost prestige automobiles, the George N. Pierce Company made a variety of household items, including ice boxes and birdcages. The early ventures into motorcars included the deDion powered Motorette. The Glidden Tour Years—By the end of the first decade of the twentieth century, the Pierce automobile was well on its way to becoming the large, expensive automobile Pierce-Arrow was famous for. The success of the Pierce Great Arrow in the Glidden Tours made the Pierce automobile famous for quality and reliability. The War Years—While World War I was raging in Europe, the Pierce-Arrow line matured into a lineup of three models that would define the Pierce-Arrow line for a decade. The top of the line was the enormous model 66 with an 825 cubic inch engine. Pierce-Arrow was also involved in the war effort, sending hundreds of trucks from its commercial line to England and France. The Roaring Twenties—As the country entered a new age, so did Pierce-Arrow. Starting with the Series 32 and progressing to the Series 36, the Dual-Valve Six, with its embroidered upholstery and gold trimmed interiors, defined elegance for the top-of-the-line Pierce-Arrow through the twenties. Meanwhile, the Series 80 & 81 were targeted toward a larger market. Record Breaking Years—As the Great Depression started, Pierce-Arrow entered a new era in its own history. The new straight-eight models of 1929 set record sales for Pierce-Arrow. A few years later, Ab Jenkins would shatter existing speed records by driving a twelve-cylinder Pierce-Arrow on the salt flats of Utah. The Final Years—The depression years took a hard toll on the luxury car manufacturers of the country, Pierce-Arrow included. As it became increasingly difficult for Pierce-Arrow to survive as an independent maker of luxury automobiles, the Pierce-Arrow Motor Car Company was reorganized as the Pierce-Arrow Corporation and made a final effort at staying alive with an all new line for 1936. As the final Pierce-Arrow cars were being built, Pierce-Arrow also tried to enter the travel trailer market with the Pierce Travelodge. Bicycles, Motorcycles & Trucks—In addition to the passenger car line, the Pierce-Arrow Motor Car Company had other product lines. The commercial line built heavy-duty trucks for commercial and military uses for twenty years. The bicycle business, headed by Percy Pierce, produced some of the finest bicycles and motorcycles of the time. The forerunner of Pierce-Arrow was established in 1865 as Heinz, Pierce and Munschauer. The company was best known for its household items, especially its delicate, gilded birdcages.In 1872, George Norman Pierce bought out the other two principals of the company, changed the name to the George N. Pierce Company, and in 1896 added bicycles to the product line. The company failed in its attempt to build a steam-powered car in 1900 under license from Overman, but by 1901, had built its first single-cylinder, two-speed, no-reverse Motorette. In 1903, it produced a two-cylinder car, the Arrow. In 1904, Pierce decided to concentrate on making a larger, more luxurious car for the upscale market, the Great Arrow. This became the company's most successful product. The solidly built, four-cylinder car won the Glidden Tour in 1905, an endurance run to determine and celebrate the most reliable car. Thirty-three cars entered the 350-mile race from New York City to Bretton Woods, New Hampshire; the race was won by Percy Pierce in a Great Arrow. The noted industrial architect Albert Kahn designed the Pierce Arrow Factory Complex at Elmwood Avenue and Great Arrow Avenue in about 1906. It was listed on the National Register of Historic Places in 1974. George Pierce sold all rights in the company in 1907, and he died three years later. In 1908, Pierce Motor Company was renamed as the Pierce-Arrow Motor Car Company. In 1909, U.S. President William Howard Taft ordered two Pierce-Arrows (and two White Model M Tourers) to be used for state occasions, the first official cars of the White House. In 1910, George Pierce died. In 1912, Herbert M. Dawley (later a Broadway actor-director) joined Pierce-Arrow, and he designed almost every model until 1938. Until 1914, Pierce-Arrow also made a line of motorcycles, including the Pierce Four. In 1914, Pierce-Arrow adopted its most enduring styling hallmark when its headlights were moved from a traditional placement at the radiator's sides, into flared housings molded into the front fenders of the car. This gave the car an immediately visible distinction in front or side views. At night, the car appeared to have a wider stance. Pierce patented this placement, which endured until the final model of 1938, although Pierce always offered customers the option of conventional headlamps; only a minority ordered this option. The Pierce-Arrow was a status symbol, owned by many Hollywood stars and tycoons, and a favorite was the Pierce-Arrow Town Car. Most of the royalty of the world had at least one Pierce-Arrow in its collection. Some have described Pierce and two of its rivals among American luxury cars, Peerless and Packard, as the "Three P's of Motordom." Pierce-Arrow advertisements were artistic and understated. Unusual for car advertising, the image of the car was in the background rather than the foreground of the picture. Usually, only part of the car was visible. The Pierce-Arrow was typically depicted in elegant and fashionable settings. Some advertisements featured the car in places a car would not normally go, such as the West and other rural settings, a testament to the car's ruggedness and quality. Because of the immense size of most models, several second-hand Pierce-Arrow cars were bought by fire departments, stripped down to the chassis and engine, the wheelbase lengthened, and built back into fire engines. Some of these fire engines were in service for up to 20 years. In 1928, the Studebaker Corporation of South Bend, Indiana, gained control of the Buffalo firm. The association was to last for five years, with moderate benefits to both companies' engineering departments, which continued to function as separate entities. In 1933, Pierce-Arrow unveiled the radically streamlined Silver Arrow in a final attempt to appeal to the wealthy at the New York Auto Show. The car was well received by the public and the motoring press, being announced with the slogan "Suddenly it's 1940!" Pierce sold five examples but, since it was priced at $10,000 (equal to $235,373 today) during the worst of the Depression, even the rich were hesitant to spend so much. The bodies were built at Studebaker, which subsequently assisted in rolling out a lower-priced production model. This, however, lacked many luxury features of the show car and still failed to generate enough sales. Starting in 1936, Pierce-Arrow produced a line of camper-trailers, the Pierce-Arrow Travelodge. They also produced a new V12 sedan that was redesigned and considered the safest and most luxurious sedan of its day. Pierce was the only luxury brand that did not field a lower-priced car (e.g., the Packard 120) to provide cash flow, and without sales or funds for development, the company declared insolvency in 1938 and closed its doors. The final Pierce-Arrow assembled was built by Karl Wise, the firm's chief engineer, from parts secured from the company's receivers. Pierce's remaining assets (which probably would include the forty Arrows made in October 1938) were sold at auction on a Friday, May 13, 1938. The factory equipment used to make Pierce-Arrow V12 engines was bought by Seagrave Fire Apparatus, which used it to make engines for fire engines. Pierce-Arrow Advertising: Ernest Elmo Calkins of Calkins & Holden advertising agency became Pierce-Arrows primary advertisement generator around 1910. Adolph Treidler, an illustrator on the account, is accredited with the success of Pierce-Arrow advertisements. Often, Treidler was given no direction from its client and usually did not plan ahead prior to painting, though at one point Treidler stated, Pierce-Arrow never returned any of my paintings for change or correction. The Pierce-Arrow advertisements broke rule barriers. In most cases, the car (generally only a portion of it) was featured in the background. The automobiles were usually featured in either glamorous fashionable locations or in rough terrain, which was meant to illustrate the automobiles strength, vigor and quality manufacturing; either way, the advertisements resonated with one group or another, and generated much of the publics attention.ILLUSTRATOR/ARTIST: Edward Penfield (June 2, 1866 – February 8, 1925) was an American illustrator in the era known as the "Golden Age of American Illustration" and he is considered the father of the American poster. His work has been included in almost every major book on American Illustration or the history of the poster. He is also a major figure in the evolution of graphic design. He was born June 2, 1866, in Brooklyn, New York, to Ellen Lock Moore and Josiah B. Penfield. He first studied at New York's Art Students League. He worked under George de Forest Brush, who was known for his romantic scenes of American Indian life. He first worked for Harper's Weekly and later became art director. He developed his own unique style of simplified figures with bold outlines in settings free of extraneous detail. He believed, "A design that needs study is not a poster, no matter how well executed." He wrote and published a book titled Holland Sketches, which was published by Scribner's in 1907. Penfield lived in New Rochelle, New York, a popular art colony among actors, writers and artists of the period. The community was most well known for its unprecedented number of prominent American illustrators. He was one of the founding members of the New Rochelle Art Association which was organized in 1912. His posters were bold and stood out from a distance with great clarity. As artists like Alphonse Mucha, Théophile Steinlen and Toulouse-Lautrec popularized the poster in Europe, Penfield accomplished the same feat in the United States. For his posters, Penfield utilized simple shapes and a limited palette of colors that lent themselves to the primitive methods of reproduction of the era. ADVERT SIZE: SEE PHOTO FOR DIMENSIONS (ALL DIMENSIONS IN INCHES) **For multiple purchases please wait for our combined invoice. Shipping discount are ONLY available with this method. Thank You. At BRANCHWATER BOOKS we look for rare & unusual ADVERTISING, COVERS + PRINTS of commercial graphics from throughout the world. ALL items we sell are ORIGINAL and 100% guaranteed --- (we code all our items to insure authenticity) ---- we stand behind this. As graphic collectors ourselves, we take great pride in doing the best job we can to preserve and extend the wonderful historic graphics of the past. 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