Peerless Motor Company

Peerless Motor Company was an American automobile manufacturer based in Cleveland, Ohio, that operated from 1900 until the early 1930s. It became one of the leading American luxury-car producers of the prewar and interwar periods and was commonly grouped with Packard and Pierce-Arrow as the industry’s “Three Ps.” Peerless cars were associated with high-quality construction, substantial engineering, formal coachwork, and premium pricing aimed at affluent buyers. The company began by building automobiles using De Dion-Bouton engines under license. Engineer Louis P. Mooers designed the first Peerless models and later developed proprietary engines for the company. Peerless-branded production began in 1902 with a front-mounted engine, rear-wheel drive, and shaft drive, a layout that subsequently became standard across much of the automobile industry. The company also gained public attention through competition. Mooers designed the Green Dragon racing car, which Barney Oldfield drove to several early speed records. In the first 24-hour endurance race, held in Columbus, Ohio, in 1905, a Peerless led during the opening hour before crashing and ultimately finishing third. Peerless expanded rapidly between 1905 and 1907. As its reputation grew, the company moved increasingly toward expensive luxury automobiles. It adopted electric lighting in 1911 and electric starters in 1913, features that were still emerging in the American market. In 1915 it introduced its first V8 engine, positioning the marque against Cadillac and making the Peerless V8 the core of its production range for much of the following decade. The company also produced military truck and chassis designs during the First World War, including chassis for an armored vehicle supplied to Britain; Austin Motor Company produced the armored body. The late 1920s brought renewed efforts to defend the brand against competitors such as Stutz and Marmon. Peerless redesigned its range for 1929 and refreshed it again for 1930. To reduce costs, the company replaced its own V8 with a Continental straight-eight. These measures could not overcome the collapse in demand for luxury automobiles after the Wall Street crash and the onset of the Great Depression. Peerless reduced production and attempted to focus on a smaller range for wealthy customers who remained able to purchase expensive cars. The company’s final automotive project was a highly streamlined prototype designed by Frank Hershey for a planned 1933 model. A single V16-powered car was completed in June 1932 and became the last Peerless automobile. The business then remained largely inactive during Prohibition. After Prohibition ended in 1933, the Cleveland factory was adapted for brewing, and Peerless obtained authorization to produce Carling Black Label and Red Cap ale under arrangements connected with the Brewing Corporation of Canada. Thus, the Peerless name survived in industrial and brewing use after automotive production ended, but it no longer functioned as a car manufacturer. The surviving V16 prototype is held by the Crawford Auto-Aviation Museum in Ohio.

Peerless Motor Company was established in Cleveland, Ohio, in 1900 and became one of the major American luxury-car manufacturers of the early twentieth century. Its original facility was located at 43 Lisbon Street. The company initially built cars using De Dion-Bouton engines under license from the French manufacturer. Louis P. Mooers served as the principal early engineer, designing Peerless models and developing proprietary engines. The first Peerless-branded cars appeared in 1902. They used a front-mounted engine, rear-wheel drive, and shaft drive, an arrangement that later became the dominant configuration for conventional automobiles. Peerless also used motorsport to develop visibility for its brand. Mooers designed the Green Dragon racing car, and Barney Oldfield drove it to a series of early world speed records. In 1905, a 35-horsepower Green Dragon entered what is described as the first 24-hour endurance race, held in Columbus, Ohio. The car led during the first hour, crashed into a fence, and nevertheless completed the event in third place. Peerless expanded substantially from 1905 through 1907. Its growing reputation allowed it to move upmarket, concentrating on costly automobiles for wealthy customers. The company was an early adopter of electrical equipment: it introduced electric lighting in 1911 and electric starters in 1913. In 1915, Peerless introduced its first V8, responding to Cadillac’s V8 and making the engine a defining part of the brand’s identity. The Peerless-designed V8 remained central to production until 1925, after which engines from outside suppliers were used in some models. The First World War broadened Peerless’s industrial role. In addition to passenger cars, it built military trucks and vehicle chassis. One notable arrangement involved an armored car intended for Great Britain: Peerless supplied the chassis while Austin Motor Company in Birmingham produced the armored body. Peerless continued to compete in the premium market during the 1920s and was grouped with Packard and Pierce-Arrow among America’s leading luxury marques. Its catalog included numerous model series, including the Model 9, 11, 12, 14, 15, 16, 18, 19, 20, 25, 27, 28, 29, 31, 32, 6-80, and TC4. Several later cars are recognized as classic cars by the Classic Car Club of America, including the 1925 Series 67, the 1926–1928 Series 69, the 1929 Model Eight-125, the 1930–1931 Custom 8, and the 1932 Deluxe Custom 8. The company redesigned its complete range for 1929 and revised its styling and engineering again for 1930. The later strategy attempted to confront competitors such as Stutz and Marmon, but the Great Depression sharply reduced demand for expensive cars. Peerless reduced its output and tried to concentrate on a single line for affluent buyers who were less affected by the economic downturn. The company also replaced its proprietary V8 with a Continental straight-eight as a cost-saving measure. Between 1930 and 1931, Peerless commissioned Murphy Body Works to prepare a design intended for a 1933 model. The work was assigned to the young designer Frank Hershey, whose result was a notably clean and restrained automobile design. Only one V16-powered example was completed, in June 1932, and it was the final Peerless automobile. The prototype remained at the Peerless factory until after the Second World War and was later acquired by the Crawford Auto-Aviation Museum in Ohio. Following the end of Prohibition in 1933, the dormant business changed direction. Its factory was renovated for brewing, and the company secured permission to make Carling Black Label and Red Cap ale in an arrangement involving the Brewing Corporation of Canada. Peerless therefore survived beyond automobile production as a brewing operation, but the automobile marque ceased to be an active vehicle manufacturer.

• 1933

  Factory converted to brewing

  [1]Peerless Motor Companyen.wikipedia.org

  After Prohibition ends, Peerless repurposes its factory to brew licensed beer.

• 1932

  Final Peerless automobile completed

  [1]Peerless Motor Companyen.wikipedia.org

  A single V16-powered prototype is completed and becomes the last car produced by the company.

• 1929

  Full range redesign

  [1]Peerless Motor Companyen.wikipedia.org

  Peerless redesigns its range in an effort to compete with other premium manufacturers.

• 1915

  First Peerless V8 introduced

  [1]Peerless Motor Companyen.wikipedia.org

  The company launches a V8 model designed to compete with Cadillac’s V8.

• 1913

  Electric starters added

  [1]Peerless Motor Companyen.wikipedia.org

  Peerless adopts electric starters as vehicle equipment.

• 1911

  Electric lighting introduced

  [1]Peerless Motor Companyen.wikipedia.org

  Peerless becomes one of the early manufacturers to introduce electric lighting on its vehicles.

• 1904

  Green Dragon racing car is developed

  [1]Peerless Motor Companyen.wikipedia.org

  Louis P. Mooers designs the Green Dragon, which gains attention through Barney Oldfield’s speed-record performances.

• 1902

  First Peerless-branded cars appear

  [1]Peerless Motor Companyen.wikipedia.org

  The first cars carrying the Peerless name use front engines, rear-wheel drive, and shaft drive.

• 1900

  Peerless Motors is established

  [1]Peerless Motor Companyen.wikipedia.org

  Peerless begins automobile manufacturing in Cleveland, Ohio, initially using licensed De Dion-Bouton engines.

A premium American luxury-automobile marque emphasizing engineering quality, powerful engines, formal bodywork, and prestige. In its later years, Peerless attempted to preserve an upscale position while reducing costs and narrowing its range.

• Racing car · 1904

  Peerless Green Dragon

  The Green Dragon was an early Peerless racing car designed by Louis P. Mooers. Driven by Barney Oldfield, it helped establish the company’s public reputation through early speed-record performances. A 35-horsepower version also competed in the first 24-hour endurance race in Columbus, Ohio, in 1905, leading briefly before crashing and finishing third.

• Luxury automobile · 1915

  Peerless V8 models

  Peerless introduced its first V8 in 1915 to compete with Cadillac’s V8. The company’s own V8 became the principal engine family in its range for much of the following decade and supported the marque’s positioning as a powerful, technically sophisticated luxury-car producer.

• Luxury automobile · 1930

  Peerless Custom 8

  The Custom 8 was among Peerless’s final production luxury-car lines. The 1930–1931 models are recognized by the Classic Car Club of America as classic cars and represent the company’s attempt to maintain a premium offering during the early Depression-era contraction in luxury-car demand.

• Prototype luxury automobile · 1932

  Peerless V16 prototype

  The final Peerless automobile was a single V16-powered prototype completed in June 1932. Frank Hershey designed the body for a planned 1933 model, producing a clean and restrained form. The surviving vehicle is held by the Crawford Auto-Aviation Museum in Ohio.

• Military vehicle chassis

  Peerless armored-car chassis

  During the First World War, Peerless produced military chassis and trucks. For an armored vehicle supplied to Great Britain, Peerless manufactured the chassis while Austin Motor Company produced the armored body in Birmingham.

• 1933

  Convert the factory to brewingStrategy

  Background

  Automobile production had ended and the company remained inactive until the repeal of Prohibition.

  Action taken

  Peerless renovated its factory and obtained authorization to brew Carling Black Label and Red Cap ale in association with the Brewing Corporation of Canada.

  Aftermath

  The Peerless business continued in brewing-related activity rather than returning to automobile manufacture.

  Source

• 1930

  Reduce production and narrow the luxury rangeStrategy

  Background

  The economic crisis that began in 1929 sharply reduced purchases of expensive automobiles.

  Action taken

  Peerless cut back production and attempted to focus on one line aimed at wealthy customers who remained less exposed to the downturn.

  Aftermath

  The strategy did not restore the company’s automotive business; the final automobile was completed in 1932.

  Source

• 1930

  Replace the proprietary V8 with a Continental straight-eightStrategy

  Background

  Peerless sought to lower costs while remaining in the luxury-car market.

  Action taken

  The company replaced its Peerless-designed V8 with a Continental straight-eight in later vehicles.

  Aftermath

  Cost reduction could not offset the broader collapse in demand for premium automobiles.

  Source

• 1929

  Redesign the complete passenger-car rangeGeneration change

  Background

  Peerless faced competition from other American premium manufacturers, including Stutz and Marmon, and sought to refresh its product identity.

  Action taken

  The company redesigned its full range for 1929 and carried out another design refresh for 1930.

  Aftermath

  The redesign supported increased sales at first, but the Great Depression severely weakened demand for luxury automobiles.

  Source

• 1933

  Peerless shifts its Cleveland factory to brewing[1]Peerless Motor Companyen.wikipedia.org

  Other

  After Prohibition ended, the inactive automobile business adapted its factory for brewing and produced Carling Black Label and Red Cap ale under license.

• 1932

  Peerless completes its final V16 automobile[1]Peerless Motor Companyen.wikipedia.org

  Product launch · Other

  A single V16-powered prototype based on a design associated with Frank Hershey was completed in June, becoming the last Peerless automobile.

• 1929

  Peerless redesigns its automobile range[1]Peerless Motor Companyen.wikipedia.org

  Other

  The company redesigned its range to compete more directly with Stutz and Marmon as the luxury-car market became increasingly competitive.

• 1915

  Peerless launches its first V8[1]Peerless Motor Companyen.wikipedia.org

  Product launch

  Peerless introduced a V8 automobile intended to compete with Cadillac’s recently introduced V8 and subsequently made the configuration central to its range.

• 1914

  Peerless supplies military chassis during World War I[1]Peerless Motor Companyen.wikipedia.org

  Other

  During the war, Peerless produced military vehicle chassis and trucks, including chassis for armored vehicles supplied to Great Britain.

• 1913

  Peerless adds electric starters[1]Peerless Motor Companyen.wikipedia.org

  Product generation

  The company introduced electric starters as an equipment feature on its automobiles.

• 1911

  Peerless adopts electric lighting[1]Peerless Motor Companyen.wikipedia.org

  Product generation

  Peerless became one of the early automobile companies to offer electric lighting on its vehicles.

• 1905

  Peerless competes in the first 24-hour endurance race[1]Peerless Motor Companyen.wikipedia.org

  Other

  A 35-horsepower Green Dragon competed in the inaugural 24-hour endurance race in Columbus, Ohio, leading briefly before crashing and finishing third.

• 1904

  Green Dragon brings racing attention to Peerless[1]Peerless Motor Companyen.wikipedia.org

  Product launch · Other

  The Green Dragon racing car, designed by Louis P. Mooers and driven by Barney Oldfield, achieved early speed-record successes.

• 1902

  Peerless introduces its first branded automobiles[1]Peerless Motor Companyen.wikipedia.org

  Product launch

  The first Peerless-branded vehicles entered production with front-mounted engines, rear-wheel drive, and shaft drive.

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1. 1Peerless Motor Companyen.wikipedia.org