De Luxe Ford

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De Luxe Ford
1938 Ford-Vairogs with the 1937 De Luxe Ford grille
ManufacturerFord Motor Company
Production1937–1940
SuccessorMercury
ClassEntry luxury car
Body style(s)2-door coupe
2-door convertible
2-door 1-ton pickup truck
4-door sedan
4-door station wagon (Woodie)
Related1937 Ford
ManualsService Manual

Ford Motor Company introduced its De Luxe Ford line in 1938 as an upscale alternative to bridge the gap between its standard Ford line and luxury Lincoln offerings. The "Deluxe" name was used intermittently before and after this to specify an upscale trim, but the De Luxe Ford line was differentiated as a separate "marque within a marque" with separate styling and pricing through 1940. During 1939, Ford had five lines of cars: Ford, De Luxe Ford, Mercury, Lincoln-Zephyr, and Lincoln. After the war, this was simplified to Ford, Mercury, and Lincoln. The 1941 Ford line included "De Luxe" and "Super De Luxe" trim, but these vehicles were not marketed as a separate line.

The De Luxe Fords of 1938 featured a more sloping hood and ornamental heart-shaped grille. This look was passed on to the standard line for 1939, as the De Luxe Fords gained sharp v-shaped grilles with vertical bars. The standard line once again inherited the De Luxe look for 1940, this time with body-colored vertical bars. The 1940 De Luxe Ford featured a three-part grille with horizontal bars.

Sources

  • David L. Lewis (2005). 100 Years of Ford. Publications International. p. 81. ISBN 0-7853-7988-6.