Today in Automotive History
1922 Captain Eddie's Car Company
The 1,000th Rickenbacker car was produced. Named after the company co-founder, American World War I flying ace Eddie Rickenbacker, the Rickenbacker Car Company took off in 1922.
Rickenbacker, a national darling for his dogfighting exploits, passed on offers from the aviation industry in Washington and from the movie studios in Hollywood in order to start his own car company. In January of 1922, the Rickenbacker car debuted at the New York Auto Show.
Priced at $1,500 and equipped with a powerful V-6 and a flywheel at both ends of the crankshaft to reduce the teeth-chattering vibration to which consumers had become accustomed, the Rickenbacker sold 1,500 units on its first day. In two years the company climbed from 83rd in the industry to 19th. "The Car Worthy of the Name," as it was called, was also the first model to introduce four-wheel braking into the economy car class.
The 1925 Rickenbacker came with a V-8 and the snappy "hat in the ring" emblem that Rickenbacker's squadron had painted on their planes. In 1926, Rickenbacker marketed the Super Sport as "America's Fastest and Most Beautiful Stock Car." But Rickenbacker resigned in September of that year, and four months later his company was dead.
The rapid demise of Rickenbacker owes partly to the public's mistrust of the company's early introduction of front-wheel breaking, but more to the fragile ego of its war-hero founder. During a period of cutthroat price wars, Rickenbacker came under heavy personal criticism at the hands of automobile dealers, who taunted him, "You're a hero today and a bum tomorrow." Rickenbacker could not separate his company's policies from his person and, injured, he resigned. The company was grounded without its captain's name.
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