The 1949 Packard Custom Eight Featured "Bathtub" Styling And A Brawny Straight-Eight
Was it a failure, or a success? It all depends on how you look at it. Packard launched its first all-new postwar design with the unveiling of the 1948 Super Eight convertible in March 1947; the rest of the 22nd Series, as the cars were known, would appear in late September. The new design divided both the critics and Packard’s executive offices, though the public liked it well enough to keep the luxury automaker competitive with arch rival Cadillac in the sales race.
When World War II ended, Packard returned to production with its popular Clipper series, a striking design marked by smooth, flowing body lines and an elegant, thin, upright grille. Although Detroit was enjoying a seller’s market, thanks to consumers’ pent-up demand for new cars, Packard president George Christopher expressed worries about rising competition. In late 1947, he let it be known that the company was poised to introduce a model that would be “new from the tires up.”
Despite some internal friction, Christopher got what he wanted—a rounder, more full-bodied Packard. Influential motoring writer Tom McCahill derided it as a “goat” and wags called it an “overturned bathtub,” while the New York Fashion Academy awarded the design a gold medal as “Fashion Car of the Year.” Here’s the story of how it came to be, as told by John Reinhart, Packard’s chief stylist from 1947 to 1951:
“What happened was this: The Clipper was taken over to Briggs Mfg. Co. around 1946. [Briggs had been stamping and building Packard bodies since 1941.] There, Al Prance, Briggs’ chief designer, filled in the areas between the front and rear fenders with clay. And that became the 1948 Packard. They didn’t like the front end, so they put a lower grille on it. The idea was to save money by reworking as few of the old Clipper’s panels as possible, but before they got through with it, they’d redone almost everything, so they didn’t save much after all. I think all they saved were the roof and decklid.”
The 22nd Series was offered in four versions: Eight, De Luxe Eight, Super De Luxe Eight, and, as seen here, Custom Eight. Riding on a 127-inch wheelbase, 7 inches more than lesser Packards, the Custom Eight was distinguished by its eggcrate grille, rear grille panel, cloisonne hubcaps, and, most importantly, its magnificent, 160-horsepower, 356-cu.in. straight-eight, which Packard promotional material touted as “the most powerful engine in the automotive field.” With nine main bearings, a 104-pound crankshaft, and 16 hydraulic valve lifters, this flathead eight was smooth, quiet, and durable.
Packard’s first automatic, the two-speed Ultramatic, wasn’t yet ready, and so the 22nd Series cars were equipped with a three-speed transmission. An optional overdrive provided a fourth gear; unless locked out, it would automatically engage at speeds of 21 mph or greater when the driver lifted their foot from the gas. A light on the dashboard would illuminate at 21 mph as a reminder and go out when the overdrive was engaged.
Packard was recognized as having the industry’s finest interiors, and the Custom Super Eight did not disappoint, with 100 percent virgin wool upholstery tailored over layers of soft foam rubber and “Full Luxury Springs.” The uncluttered dashboard featured “Flite-Glo” instrument lighting, which used ultraviolet light to illuminate only the needles and markings—technology developed for pilots during the war.
The 22nd Series stayed in production until May 1949, when it was followed by the lightly restyled 23rd Series. Things took a bad turn for Packard, as sales fell to 72,138 against Cadillac’s 110,535, but it wasn’t until 1951 that the “bathtub” of 1948 could be replaced by Reinhart’s more contemporary “high pockets” design. With its fresh new styling and OHV V-8 engine, GM’s luxury division had gained a lead over its old rival that it would never relinquish.
As collector cars, the 1948-’50 Packards have a lot going for them, including their distinctive styling, smooth straight-eights, spacious interiors for you and your friends, and the magic of one of the greatest names in American automotive history. The Custom Eight resides at the top of the price guides, especially in convertible and two-door sedan form, with good examples selling at auction for $50,000 to $70,000—or less. At Mecum’s 2024 Kissimmee sale, a no-reserve Custom Eight that was an older restoration changed hands for just $26,400. Even the lesser models are special cars; a budget of $10,000 to $20,000 can put a presentable four-door in your garage. As of this writing, there’s a nice, driver-quality 1948 Packard Eight touring sedan with optional overdrive listed at Hemmings.com with an asking price of $12,950.
Specifications – 1949 Packard Custom Eight
- Engine: L-head inline-eight, 356-cu.in.
- Horsepower: 160 @ 3,600 rpm
- Transmission: Three-speed manual with overdrive
- Suspension: Front: Unequal-length control arms, coil springs, anti-sway bar/Rear: Live axle, semi-elliptic leaf springs, tubular shock absorbers
- Brakes: Hydraulic, 12-inch drum, steel with iron braking surfaces
- Wheelbase: 127 inches
- Curb weight: 3,840 pounds
- Price new: $3,750 (Touring Sedan)
- Value today: $27,800