1938 Buick Special Series 40 2-Door Convertible Phaeton
2018.0009.0001, Savoy Collection, Generously donated by an anonymous donor
Engine: 248 cu. in. (4.0L) Cast-iron block, OHV, I-8
Output: 105 HP @ 3,400 RPM
Transmission: 3-Speed Manual
Wheelbase: 122 in.
Overall Length: 200 in.
Weight: 3,705 lbs.
Top Speed: Unknown
No. Produced: 776
Original Price: $1,406
Manufacturer: Buick
In 1938, the design changes for the Buick were minimal; however, they were one of the most subtle yet highly successful automobile facelifts ever. The only differences from the 1937 Buicks were the horizontal bars in the grille, which were spaced wider apart, and the hubcaps were given a scalloped look. The public, however, was thrilled. Sales were strong even though 1938 was an off year for the economy. And there was a two-fold reason for Buick’s success…
First, they produced cars that everyone liked. Next, their advertising was courageous, and this is a rare quality in that field. Buick executives had the nerve to say things differently using one-sentence tag lines such as “Dressed for a Party—Powered for a Thrill” and “Just Look at What You’re Missing, Mister!” Taking a chance paid off handsomely, and Buick moved up to fourth place in sales behind Chevrolet, Ford, and Plymouth, and stayed there until 1942.