The Promotional Car Model

Sept/Oct 2020  edition
Issue #12 AutoMobilia Resource Magazine
Robert Evans - Guest Columnist

The Studebaker display at the 1934 World’s Fair. Note the gigantic model in the background of their new Land Cruiser.

 Probably every “car person” has had a promotional car in their hand at one time or another.  Be it metal, plastic, rubber, tin, or cast iron, the model represented an actual car that we could imagine owning. 

I feel that the whole promotional movement may have started with the 1934 World’s Fair in Chicago, with the astounding Studebaker display in the Great Hall of the Travel and Transport Building. With the objective of promoting their beautiful new Land Cruiser Super Sport, they built a giant model that attracted people to see their display of all their new cars.

Part of my collection...

Studebaker apparently made a deal with National Products Corp. of Chicago to manufacture small Metal “slush cast” (or “pot metal”, as we might refer to them today) models of that Studebaker at the exhibit to hand out to the kids who accompanied their parents to the display.  There are many of these models still around today, and the reason for that is there were so many produced over the two years of the Chicago World’s Fair. I think they were surprised at the result.  The kids loved the models, and, I imagine that a significant number of sales of the real cars resulted. I feel this was the start of the promotional model movement.

Here is a brochure for Lincoln/ Mercury dealers to order scale models from National Products, Inc.

From 1934 through 1949, Studebaker had National Products produce an array of models.  They were joined by Reo, Graham, Chrysler, Hudson, and in the 1940s by Buick, Chevrolet, Lincoln, Mercury, DeSoto, Dodge, Plymouth, and Nash. The models were issued in a few scales, though most were about 1:28 scale.
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Today, these early promos are quite sought after by collectors. Depending on condition, the best original paint models of the Graham, Hudson Terraplane, Chrysler Airflow, for example, could demand $1,000 to $1,500.  Like every other collectible, condition is always the key. 

Above: This is an original brochure received by Chevrolet dealers allowing them to order scale models to gift to their customers. Note: they could order any or all of six body styles in any color available on the real cars.

These old metal models often crack, suffer from scaling paint, scratches from hard use, and non-original tires. Many have been repainted to make them look better.  All of those things, of course, effect value. There are very few 1930’s models still around, and fewer yet in perfect condition.  After WWII, when sales of new cars resumed, more promos were offered, and many more were manufactured.

Above: National Products, Inc. produced models in two different sizes and two different series for 1935. The smaller one (1:28 scale) was the 1935 edition of the Land Cruiser, styled for the 1934 World’s Fair. It would sell for $1,200-$1,500. The large one (approx. 13” long, about 1:18th scale) represents the basic sedan (The President ?). Because of its rarity, but its medium original condition, would probably sell for $2,500 to $3,500.

Above: Looks like a Dodge truck? Actually a Canadian version, called Fargo. Produced in very limited quantities by National Products, Inc.

Above: This 1946-1948 DeSoto model by National Products Inc. was given to me during that period by my parents and remains all original.

Interestingly, Ford was a late comer to the idea. Henry was shown a 1934 Ford model by National Products Corp., but apparently they failed to get his approval, so it went no further at that time. Only two of those 1934 Ford models survived, and the last time one was sold, about five years ago, it went for over $10,000.  Many of the models had company names embossed on them, and came in an array of colors, so they could be used as a color chart in the dealerships.

Above: 1934 Ford model by National Products, Inc. This is one of two known to exist, after Henry Ford refused to allow manufacture.

After 1948, National Products Corp. was either bought out or merged into Banthrico Corp. (Same address in Chicago). The new Company decided that the movement was a solid way to sell miniatures, but changed the scale to 1/25. Dealers were the primary market, and for a few more cents, each car could be embossed with the dealer’s name.  They also started to sell to banks and savings institutions, to promote savings for cars and other items, again usually embossed with the institutions name. Having a dealer’s or institution’s name embossed makes no real difference in value, but does make it easier to validate the model  is original, and not a re-paint.

Above: 1950 Chevrolet convertible. One of the colors in the convertible series offered to dealers by National Products, Inc. Note the crude but rare windshield.

Above: 1949 Lincoln produced in bronze by National Products Inc.

Above: Rare 1930’s International panel truck. Fairly large, close to 1:18 scale.

Above: This 1948 Hudson was given to me by Jim Moran, “The Courtesy Man” in 1948. Note: the dealership name on the top.

In the next article, we’ll look at the progression of the promo.
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Robert Evans

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