Vintage Toronto Ads: An Automotive Knighthood

Originally published on Torontoist on May 25, 2010.

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Financial Post, March 13, 1930.

Not noted in the fine print for the Great Six coupe shown in today’s ad: whether the $2,675 price tag (which, according to the Bank of Canada’s inflation calculator, would be around $33,250 in current currency) includes a replica suit of armour so your chauffeur can drive you through Toronto with that extra degree of regal bearing and social distinction.

Toledo, Ohio-based Willys-Overland began its Toronto manufacturing operations (which, depending on the source, were based on Weston Road, Yonge Street, or both) when it purchased the Russell Motor Car Company in 1916. The driver who wanted to enjoy the prestige of purchasing a new Willys-Knight had few opportunities after today’s ad appeared, as the deepening depression reduced the pool of buyers who could afford to travel like European royalty. Willys-Overland slid towards bankruptcy and, as part of its reorganization, chopped the Willys-Knight, several other lines, and its Canadian manufacturing arm by the end of 1933. Within a decade, the company developed the vehicle that became its enduring legacy: the Jeep.

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