1951  Crosley Pickup: Short life “baby”

In the post-war United States, manufacturers’ focus was on larger, more powerful automobiles. They prioritized size and horsepower over fuel efficiency and cost. However, there were exceptions, such as the Crosley company, which produced smaller, more affordable vehicles for budget-conscious consumers. Unfortunately, these compact vehicles were not as popular as their larger counterparts produced by the major Detroit automakers.

Source: Mecum Auctions

There was no engine tax in the US until the 1970s, and American automakers didn’t even think of making small-engine automobiles. The principle “more is better” was the life credo of all Americans. However, Crosley, who was always known for his fancy ideas, decided to beat Ford’s Model T record and make the automobile cheaper for those who could not afford an average car. So, small-sized vehicles from the company appeared on the roads, which were not destined to conquer the US automotive industry. While many brands flourished and revolutionized the market, the Crosley “babies” lost their attractiveness, and in 1952 the company ceased to exist.

The origins

Source: Green Car Reports

In the late 30s, when the company was established, its founder Powell Crosley Jr. believed in the potential of compact and affordable vehicles.  However, even then, it was clear that big and powerful vehicles would win this race. Nevertheless, Powell was a rebel and a little strange fellow, who did what he wanted. First, he was an entrepreneur, who made a fortune in producing radio equipment. He managed to create and sell a radio for $25 when the competitors did the same for $250. Then he installed a 500,000 watts radio station and started the Crosley Broadcasting System. In the end, in 1939, he became an automaker and began assembling mini vehicles, despite the profitability of his radio business.  First, he produced two-door convertible costing only $250. Later, during the war, the company was doing military orders. In the post-war period, the civilian CC series appeared, which was the quintessence of the pre-war chassis and ultralight CoBra engine. The vehicle was equipped with a radio, a heater, and even a direction indicator. In 1949, the CC was replaced by a new CD series equipped with an inline 4-cylinder CIBA engine. It was already an engine with a cast-iron block (instead of CoBra’s stamped steel sheets). Otherwise, the unit’s design remained unchanged, as did its volume (724 cm3). This increased the power only by one hp, amounting to 28 hp, which was offset by an increase in weight by 5.4 kg. The main technical innovation was Hydradisc hydraulic disc brakes on all wheels. However, they quickly wore out because of road salt and dirt. Thus, in 1951 they were replaced by traditional drums. The CD series was produced as a sedan, pickup truck, and wagon. These were the cheapest American automobiles. However, the sales steadily declined, and even some innovations in 1951 could not save the company from bankruptcy. In 1952, it was bought by General Tire, which didn’t continue producing Crosley vehicles.

The 1951 model year

Source: Flickr

The pickup was one of the modifications of the CD series that featured disc brakes on the front axle, a cast-iron cylinder block engine, and an updated body with a more attractive appearance. The vehicle was equipped with a 26-horsepower Inline-4 engine and a three-speed non-synchromesh manual transmission. In 1951, the company introduced a new radiator grille with a central “propeller” design. Despite the company’s efforts to update and improve the vehicle, demand for the Crosley brand’s products fell sharply in the early 1950s. Americans’ post-war standard of living had significantly increased, which also affected their automotive tastes, and small-sized vehicles were rapidly losing popularity in favor of larger, full-fledged automobiles. Powell Crosley decided to shut down his automobile business, and the last Crosley vehicle was produced in July 1952. In the post-war period, the company made 71,250 cars, a record for a country where larger V8 engines were more popular.

Did you know?

Source: Mecum Auctions

The 1951 pickup was known for being affordable and budget-friendly. The 1951 edition cost something around $300 which was considered a quite inexpensive vehicle. 

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