Large and imposing, this Pierce-Arrow Model 48 commanded attention when it arrived back in 1916, and still does today over a century later. A chance to see one of these magnificent machines does not come along often. The chance to ride in one is even rarer.
This humble automotive journalist was privileged to do both. Before we delve into exploring this particular car, it is important to understand why the once great, but long deceased Pierce-Arrow brand of automobile is so significant.
A Brief Early History of Pierce-Arrow
George Pierce of Buffalo, New York, established the George N. Pierce Company in 1878 to produce ordinary household products such as ice boxes and bird cages. Pierce earned a reputation for excellence, and soon added a line of high-quality bicycles which proved so successful, that the company then focused completely on the two-wheelers from 1895 on.
As with several of their contemporaries, the bicycle boom led to a natural transition into motorized transport. Pierce began its initial foray into four-wheeled automobiles with a small steam car in 1890. Although the steamer proved troublesome, it led to experimentation with a quadracycle, before the Pierce Motorette automobile was developed in 1901. The first model to use the “Arrow” moniker came along in 1903 and with the engine located in the front.
The Pierce-Arrow name is elegant and refined, much like the cars themselves. Noted automotive historian Maurice D. Hendry, author of the book Pierce-Arrow, First Among America’s Finest, wrote in the Winter 1968 issue of Automobile Quarterly, “Consider Pierce-Arrow. Was ever any American Marque of luxury better named?
To be sure, America has produced an admirable number of luxury vehicles. But do any of them sound so elegant, as refined, as aristocratic as Pierce-Arrow? Were the Pierce-Arrow’s only contribution to the American automobile its sophisticated name, it would perhaps be contribution enough. And the story would have ended here. But there was considerably more.”
In a relatively short amount of time, Pierce-Arrow automobiles were considered among the finest cars built in America. In 1906 alone, Pierce built roughly 400 of the 28-32hp cars and another 300 of the highly exclusive 40-50 hp machines.
Then, in 1909 Pierce introduced its first Model 48 and ushered in the era of the company’s longest running model. During its lengthy reign, the Model 48 was always powered by a big, powerful T-Head six. Perhaps the most famous distinguishing feature was the way the headlamps were flared into the front fenders beginning in 1913, a design that was patented by them and remained a Pierce Arrow trademark throughout the existence of the firm.
Pierce-Arrow continually evolved and refined the Model 48 throughout its lengthy production run. This particular 1916 Model 48 features Pierce’s mighty 524 cubic-inch, 12-valve six with a 4.5-inch bore and a long 5.5-inch stroke. Although the 48 indicated the taxable horsepower rating, the engine actually produced in the area of 75 horsepower and a veritable ocean of torque. With the assistance of a high rear-end ratio and the four-speed transmission, the T-Head six would propel the large touring car to speeds of up to 55 miles per hour with ease.
The Massive Model 48 Vestibule Suburban
The Model 48 was available in a wide variety of open and body closed styles, and this car features the elegant formal coachwork unique to the Nickel Era Pierce-Arrow. The Vestibule Suburban was a huge limousine intended for travel between one’s city home and country estate.
The roofline over the rear doors is very interesting, being elegantly curved in the style of the entrance to a fine manor, an appearance accentuated by porch-style opera lamps. The rich burgundy cloth interior, with its bud vases and window shades, is especially impressive. The inviting interior makes one feel as if they are in a majestic, stately mansion.
Early French cars were considered state of the art by many during this period, however the company proudly stated, “an American car built for American conditions and the American temperament.” To once again quote Maurice D. Hendry, “In contrast to its great European rivals, whose designers usually delighted in elaborate manual controls, the Pierce-Arrow emphasis was on automatic operation”.
The company ran ads that proclaimed “The servant who requires your attention is not serving”. Another ad stated “Because so much thought has gone into the design of the Pierce-Arrow, it demands the least thought on the part of the owner. That is our idea of a luxurious car.” One model 48 was dispatched to the White House during President Woodrow Wilson’s administration.
The Pierce-Arrow Model 48 was priced starting at a lofty $5,000 F.O.B. Buffalo, New York, and came with Pierce-Arrow’s quality, rigid, luxuriously trimmed and appointed aluminum cast panel bodies. The Vestibule Suburban featured here sold for around $6,200. To put that price in perspective, perhaps, is the fact that a half-century later, in 1966, that same $6,200 would buy a brand-new fully loaded Cadillac sedan.
Because of its tremendous original cost, the Vestibule Suburban is very rare. The late Pierce-Arrow Society historian Bernard J. Weis research indicates that only two examples are known to have been built on the Model 48-B-4 chassis, both of which survive today.
Even Better In Person
The known history of this particular car goes back to 1957, when it was listed with Carl Weschcke in the roster of the Antique Automobile Club of America. Later to become a well-known publisher of New Age literature, Weschcke had a passion for antique automobiles and made a career of buying and selling them in his youth.
Mr. Weis notes that the car was later owned by noted automobile enthusiast Delbert Pantel of Chico, California, who completed much of the present restoration himself. In the August 12, 1977 issue of the Chico Enterprise-Record, the Pierce-Arrow was described as Pantel’s “most expensive and prized show car…Pantel bought the automobile in St. Paul, Minn. for $14,000. It had 31,000 miles on it and he has since pumped $30,000 into its complete restoration.
The car took a first-place award in the Pierce-Arrow category at the recent Silverado Concours D’Elegance held in Napa.” Later that month, it captured a First in Class at the prestigious Pebble Beach Concours d’Elegance. Mr. Pantel later sold the car to the Imperial Palace Auto Collection in Las Vegas where it was on display before being exhibited at the Blackhawk Museum.
The big car was owned by a subsequent collector for many years before changing hands again. Currently the Pierce-Arrow is owned by a Northern California collector.
Behind The Wheel of the Pierce-Arrow Model 48
Driving a car of this vintage requires thought, patience and more than a rudimentary grasp of how an engine functions. The starting procedure consists of several steps, the first of which is making sure the fuel cap is closed tightly, as the fuel system will need to be fully pressurized. The hand pump on the dash is used to pressurize the system (around two pounds of pressure).
Next, levers are adjusted to have the spark retarded and the throttle closed. Then the choke adjusted. Finally, the starter button is depressed and 524 cubic inches of antique automobile comes to life. Once running, the choke, spark and throttle are adjusted to make the big engine run smoothly.
Putting the 4-speed manual transmission into gear, the torque of the engine makes itself known as very little throttle is required to get the large car moving. The engine runs smoothly and the transmission shifts surprisingly well, however you must not rush it into gear and don’t forget to double-clutch its non-synchromesh gears.
These cars have brakes only on the rear wheels, so each stop needs to be carefully planned. Sitting way up high in the air gives you a commanding view, however the exterior sun visor limits traffic light visibility if not adjusted properly. This was not an issue in 1916, as very few traffic lights existed, with first three-position traffic light not patented until 1923 and later sold to General Electric. Such an elevated position must have made the well-heeled owners of a Pierce-Arrow feel important.
This car is ornate and massive, and it is hard to believe it is capable of 55 mph with the right gears. I have been in lightweight race cars from the same era that will do that speed, and it is a thrill. Going that fast in this tall, heavy machine must be amazing – and frightening, especially when it is time to take a curve or slow down.
This car was still wearing its 47-year-old restoration when driven for this story and still looked amazing, despite the age of its restoration. Shortly after the test drive it was sent to a restoration shop for a refreshing in preparation for its return to the lawn at Pebble Beach.
The sorting of the car included having the radiator rebuilt, polishing out and touching up the paint, detailing the engine, re-nickel plating the radiator shell and other bright trim, as well as an intense detailing of the entire car to show standard. The finishing touch was a new set of all-white Non-Skid tires that look fabulous mounted on the burgundy wood-spoked wheels.
All of these efforts paid off when the car was awarded First in Class in the highly competitive Antique category at the 2024 Pebble Beach Concours d’Elegance. An impressive win and a testament to both the quality of the decades-old restoration and the attention to detail that went into the refurbishing recently performed. A triumphant return to Pebble Beach after 47 years indeed.
The Pierce-Arrow brand made exceptional automobiles, however the company’s uncompromising commitment to quality and the economic pressures of the 1930’s caused the company cease car production, as it did with other luxury brands such as Duesenberg, Cord, Cunningham and Marmon. Although the company survived longer than these other brands, they would close their doors in 1938, ending an important chapter in American car history.
The Pierce-Arrow name may be gone, but after experiencing this fabulous automotive treasure, it will never be forgotten.
