The U.S. auto industry ranks second in car production, behind only China. Since the 1890s, approximately 1,900 large and small car manufacturers have operated in the country, but some have since merged into larger corporations. As a result, the market has been dominated by the so-called “Big Three,” which own numerous automobile brands. They are Ford Motor Company, Stellantis North America, and General Motors, the Detroit-based annual sales leaders. Because of their financial strength, they are among the few who survived the Great Depression.
What are American automobile brands?
The most influential American automakers are the “Big Three,” giants of the automotive market. They are Fiat Chrysler US, Ford, and General Motors. They own many US-manufactured car brands.
Popular Car Brands
U.S. automakers have influenced market social status in different ways. While General Motors initially focused on luxury models, Ford sought to make cars universally available. This marked the beginning of the mass market in the automotive industry. The “big three” and lesser-known brands represent the low-cost car segment.
Ford
Ford is a brand belonging to one of the largest automakers in the United States. Its foundation was laid in 1903, when Henry Ford remodeled his factory and incorporated the Ford Motor Company. It is a family business inherited. The company offers a wide range of cars and markets in different countries.
Chevrolet
Chevrolet is a division of General Motors Company that produces mass-market cars. Its predecessor was the Chevrolet Motor Car Company, founded in 1911 by Louis Chevrolet and William C. Durant. The founders disagreed over design, so Louis sold his share and quit. The brand named after him continues to exist and holds world sales records.
Jeep
The manufacturer of Jeep cars is the Italian-American company Fiat Chrysler Automobiles N.V., registered in the Netherlands. The brand’s principal owner is a representative of Stellantis North America, one of the “big three”. The first Jeep prototype appeared in 1940. It was a Bantam BRC, created by engineer Carl Probst, for the U.S. Army.
GMC
Various GMC van, truck, pickup truck, and SUV models are represented. They are manufactured by General Motors, one of the top three automakers in the U.S. Previously, GMC was known as the Rapid Motor Vehicle Company and was owned by Max Grabowski.
Buick
The Buick brand is named after airship inventor and salesman David Dunbar Buick, who built his first automobile in 1908 and founded the Buick Motor Company in 1903. In 1908, the company became part of General Motors and has remained a division ever since. Its main focus is on relatively inexpensive mid-size cars.
Dodge
The Dodge brand was founded in 1900 and, 14 years later, became part of Chrysler. It is part of the Fiat-Chrysler LLC concern, which is owned by Stellantis North America. Until 1914, the Dodge plant produced components for passenger cars. It is a popular brand of passenger cars, minivans, and crossovers.
RAM
The RAM pickup truck, manufactured by Fiat Chrysler Automobiles, debuted in 1981. The first generation of vehicles was based on Dodge pickup trucks and featured a different design. The second generation appeared in 1994. It was a model with increased payload capacity. Subsequent lines used different equipment and were continually improved.
Luxury Car Brands
The “big three” of the American car industry compete in the luxury car market. Stellantis North America includes Chrysler in this segment; Ford Motor Company includes Lincoln; and General Motors includes Cadillac. Their cars are recognized as high-status symbols.
Cadillac
Cadillac is one of the oldest automobile brands on the planet. This company was founded in 1902 and became the first manufacturer of high-end cars in the United States. Since 1909, it has been a part of the General Motors concern. Luxury cars such as Cadillacs are in high demand in North America and are also sold worldwide, with sales in 50 countries.
Lincoln
Lincoln was a major division of Ford Motor Company, an independent automobile manufacturer, until 1922. Its creator, engineer Henry Leland, had wanted to produce luxury cars, but he sold the business due to financial constraints. He named the brand Lincoln after his favorite political figure, Abraham Lincoln.
Chrysler
Chrysler produces high-performance cars that are famous in America and beyond. This brand name was established in 1925 and is owned by Stellantis North America. Advanced designs and the division of cars into price classes have made the Chrysler brand incredibly popular. Recently, the manufacturer has focused on the luxury segment of the market.
Fusion Motor Company
This American company was founded in 2012 in Los Angeles, California. It is a dealership that offers a range of top-of-the-line luxury cars. Its specialty is a blend of old and new, foreign and domestic, as the name “Fusion” indicates. The brand collaborates with celebrities and individuals who seek a diverse yet exclusive range of luxury cars.
Electric Car Brands
Only a few companies produce electric cars in the U.S., but that doesn’t stop them from occupying many automotive market segments, from full-size, incredibly powerful vehicles (including SUVs) to small, high-performance hatchbacks. They conquer not only with advanced technologies but also with super-stylish design.
Tesla
Tesla is the world’s most famous electric car manufacturer. It bears the name of physicist and inventor Nikola Tesla. The Tesla Motors brand was incorporated in 2003 by two entrepreneurs. Most of the investments were made by Elon Reeve Musk, who is currently the company’s owner. The first Roadster model was presented in 2006.
Karma
Karma Automotive, a privately held company, specializes in producing luxury electric vehicles. It was created in 2015, following Fisker Automotive’s bankruptcy filing. Karma’s first car, Revero, debuted in 2016.
Lucid
Lucid Motors was founded in 2007, but as of 2021, it had not produced any cars. It lacks sufficient funds to fully enter the market. Lucid’s plant, estimated to cost $700 million, is under construction. Once completed, the manufacturer will release its first luxury sedan, the Air. This electric car is expected to be a main competitor to Tesla’s cars.
Faraday Future
The startup Faraday Future was named after the fundamental law of electromagnetism. Its creator, Jia Yueting, had big plans to produce electric cars despite the lack of funding. In January 2021, the company’s executives announced that it was joining Property Solutions Acquisition Corp.
Brammo
Brammo Corporation produces electric motorcycles and traction motors. In 2015, Polaris Industries took over the motorcycle business, and two years later, Cummins acquired the remaining assets. Brammo’s history includes automobiles such as the Enertia GT, a battery-electric vehicle.
Truck Brands (Heavy and Medium-duty)
There is a substantial long-haul trucking industry in the United States, although there are few manufacturers. The list of companies that produce legendary heavy equipment includes Marmon-Herrington, Sterling, Brockway, Autocar, Mack, Western Star, Caterpillar, Freightliner, and Kenworth, well-known brands with years of experience.
Freightliner
The first Freightliner truck appeared in 1942. The first line of heavy vehicles was operated by the logistics company Consolidated Freightways. Subsequently, the carrier was forced to sell its automobile brand to Daimler AG, which it remains part of.
Peterbilt
Peterbilt tractor-trailers and ballast trucks are manufactured at the company’s plants in St. Theresa, Canada, and in Denton and Madison, USA. Paccar Corporation owns the company.
Kenworth
Kenworth, founded in 1912, was formerly called Gerlinger Motor Car Works and sold automobiles. Its production began in 1915. Edgar C. Worthington and Captain Frederick Kent then purchased it. The new owners renamed the company in their honor, taking the first few letters from their names.
International
International Harvester formerly owned the International brand, which manufactured cars, farm equipment, and trucks. Following the sale of the agricultural division, the company was renamed Navistar International and focused exclusively on trucks.
Mack
Mack is considered one of the oldest companies in the United States. It was founded in 1900 by Fallesen & Berry. This plant previously produced vans and carriages, but following a rebrand, it transitioned to producing buses and trolleybuses. Mack is now a world-renowned manufacturer of heavy trucks.
Western Star
Western Star is a former division of the White Motor Company. It was founded in 1967 and was acquired by DaimlerChrysler in 2000. Western Star is currently based in Portland.
Sports Car Brands
Sports cars manufactured in the USA are considered among the best in the world. Ford Mustang and Chevrolet Corvette models are especially popular because they have proven themselves among the best in the market. The great demand for sports cars is driven by their technical perfection, extensive equipment, and rapid advancements.
Ford Mustang
Ford Motor Company has been producing the Ford Mustang since 1964. The first model was a modified Ford Falcon. It was a roadster with a futuristic design. The sixth generation appeared in 2015. The newest car belongs to the Pony Car class and has improved dynamic characteristics.
Chevrolet Corvette
The Chevrolet Corvette was the first sports car produced by an American manufacturer. General Motors owns the primary automotive assembly plant in Bowling Green, which was first established in 1953 to produce a white roadster.
Dodge Viper
The Dodge Viper two-seat sports cars were produced from 1992 through 2017. The first roadster was produced at the New Mack Assembly plant. It owes its design to the Mitsubishi 3000GT and Tom Gale, who worked with Chrysler.
VLF
VLF Automotive is a small, privately owned company founded in 2012 as VL Automotive. A year later, it introduced its first model, the Destino sedan. In 2016, the company was renamed following Henrik Fisker’s arrival.
Vector
Vector cars are manufactured by Vector Motors Corporation, which has a historical association with Vehicle Design Force. The company’s founder is Gerald Wiegert. The brand’s first sports car was introduced in 1989.
Panoz
High-tech cars are produced under the Panoz brand. These are limited-edition sports cars, including racing and road-going versions of the Esperante. Panoz Auto Development was founded in 1989 and named after its founder, Dan Panoz, the son of a pharmacist.
Supercar Brands
American supercars are powerful and comfortable cars. Well-known companies have produced them for a long time, while less well-known ones have emerged relatively recently. The former includes Hennessey and SSC; the latter includes Rezvani and Trion.
Hennessey
Hennessey Performance Engineering has been modifying sports cars since 1991. The tuning studio aims to enhance car performance by optimizing mechanical components. The most famous models are the Venom 650R, Venom GT, and Venom F5.
SSC
SSC is an abbreviation for Shelby Super Cars. The company positions itself as a manufacturer of the world’s fastest production cars. Its lineup includes two supercar models: the SSC Tuatara and the SSC Ultimate Aero.
Saleen
Saleen Corporation was founded in 1983 by a former race car driver. It began with car tuning and, in the 2000s, transitioned into the small-scale production of race and sports cars. Recently, Saleen has been modifying cars of popular brands owned by Toyota and General Motors.
Rossion
Based in Florida, Rossion Automotive is best known for its Q1 sports car, produced between 2008 and 2018. It resulted from the modernization of the Noble M400 model, for which the manufacturer received the rights in 2007. In 2013, a track-only version of the Q1, the Rossion Q1R, appeared. It is recognized as one of the rarest cars in the world, with only a few copies remaining.
Trion
Trion Supercars Group was founded in 2012 and planned to release its first car in 2021, introducing a full-scale concept model in four variants.
Rezvani
Rezvani Motors is a sports car manufacturer founded in 2014. Its main project is the Beast, a sports car based on the Ariel Atom. The mirrors, headlights, and other automotive components are 3D-printed.
Commercial Vehicles Brands
In addition to the “big three” leading the automotive market (Ford Motor Company, Stellantis North America, and General Motors), there are other major manufacturers in the United States. For example, Paccar Corporation manufactures heavy trucks, and Navistar specializes in them.
General Motors
General Motors is one of the so-called “big three” automobile manufacturers in the United States. The largest corporation was formed in 1908 through the merger of smaller companies. Having gone through bankruptcy proceedings at the beginning of the XXI century, it was revived, but the old GM was renamed Motors Liquidation Company.
Paccar
Paccar represents the automotive industry, more specifically, the heavy truck industry. It owns several subsidiaries, including DAF Trucks, Peterbilt, and Kenworth.
Navistar
Navistar is the successor to International Harvester, the oldest truck manufacturer, founded in 1902. In addition to trucks, the company currently produces armored vehicles, buses (including school buses), and Ford V8 engines. The company is headquartered in Warrenfield, Illinois.
IC Bus
IC Bus is a subsidiary of Navistar. It entered the market in 2002, but it had two predecessors: AmTran and Ward Body Works. The company specializes in school and commercial buses.
Defunct Car Brands
Mercury
One of the many divisions of Ford Motor Company is the Mercury brand, which includes trucks and cars. This brand was established in 1938 to design and produce its own vehicles. However, over time, the basis of its cars shifted toward Ford models, ultimately eroding Mercury’s identity and independence. In the last years of its existence, the manufacturer collaborated with the Lincoln brand. Together, they were part of one branch of Lincoln-Mercury. This continued until 2011, when the last car of this luxury brand came off the assembly line. At that moment, the history of Mercury and its white-gray logo ended: a double circle with three curved lines inside. As with many other automakers, these stripes symbolized speed and movement.
Pontiac
The name of the Pontiac automobile company was taken from U.S. history. It bears the name of an Indian chief who fought against the colonists. Indeed, it was originally known as the horse-drawn wagon manufacturer Pontiac Spring and Wagon Works. Later, the name was changed, and passenger cars were added to the range. The first automobile was introduced in 1907. From then on, the company produced Oakland models until 1926, when it released a car under its brand name. This year is considered the official founding year of Pontiac.
The company produced various models but eventually went bankrupt. In 2010, its dealer contracts expired. However, the brand’s logo is frequently the subject of speculation because it closely resembles the U.S. Space Force emblem. It is based on a red-and-silver three-dimensional delta symbol with a four-pointed star. It appears that the designers of the space community simply inverted this sign.
Saturn
General Motors owned many divisions, including Saturn. This brand was entirely independent of the parent company, having its own sales network and car production line. Additionally, it was guided by a personal concept articulated in 1985. The essence of the ambitious project was to produce compact cars. They were in demand, but General Motors considered the existing sales volume insufficient. Dissatisfaction reached the point that GM executives tried to sell Saturn to Penske Holding. As a result, the deal collapsed, and the brand was declared bankrupt. Experts do not rule out the possibility that it can still recover, and that cars adorned with red-silver square logos featuring Saturn rings will return to the market shortly.
Hummer
The Hummer was based on the military vehicle, the HMMWV. Developers made it civilian so it could be driven by U.S. Army servicemen and by all fans of reliable, highly passable off-road vehicles. General Motors assumed ownership of Hummer production, but after sales declined, it decided to discontinue the brand. It did not find buyers, and in 2010, GM completely liquidated the famous division. In memory of Hummer, it remained only a brand sign, looking as monolithic as the cars themselves. The inscription is painted in black and consists of bold letters with contrasting stroke thicknesses.
Oldsmobile
Oldsmobile is an automobile brand with a 107-year history. It existed in 1897 when inventor Ransom Eli Olds founded Olds Motor Works. Soon, the owner left his business due to financial difficulties. General Motors Corporation considered Oldsmobile promising enough to acquire the brand and continue expanding its model range. The manufacturer strove for technical perfection, constantly improving components from V8 engines to automatic transmissions. However, the success was short-lived: in the 1990s, the company lost the rights to its developments, and in 2000, representatives of General Motors announced the brand’s liquidation. The last Oldsmobile sedan was released in 2004. It bore the signatures of all participants in the assembly, along with a silver oval logo crossed out by a diagonal line.
Plymouth
The automaker Plymouth dates back to 1928. For many years, it was part of the Chrysler Corporation, and its logo featured the Mayflower, the ship that carried the British to America to establish the Plymouth Colony. The brand existed until 2001. During this time, the company produced many cars and even surpassed Ford in sales. The company experienced mixed success, but by the early 1990s, it was losing ground. Production dropped dramatically, and the division was deemed unprofitable. Chrysler Corporation liquidated it in 2001.
American Motors
American Motors is a defunct corporation that once occupied a niche in the automobile market with its small, full-size, and mid-size models. It was created by four small companies (Packard, Studebaker, Hudson, and Nash) to compete with the “Big Three” of the American auto industry. In the mid-1980s, American Motors began experiencing financial difficulties, and in 1987, Chrysler purchased all of the brand’s shares. A promising start led to an unexpected outcome: the car brand was reorganized as Jeep Eagle Corporation and fully merged into Jeep. The original name and logo, a red triangle resting on a blue rectangle, were gone forever.
Rambler
The Rambler brand has had many owners, from Thomas B. Jefferies, who created it in 1900, to American Motors Corporation. The brand periodically withdrew from the automobile market and finally left the U.S. in 1969. It continued to ship its products overseas until 1983, when it became apparent that the project was not generating significant profits. The last time the rounded Rambler logo with a handwritten “R” was used was on cars produced in Mexico.
DeLorean
The DeLorean company was founded in 1975 and ceased to exist after seven years, as its owner was accused of drug trafficking. During this time, the manufacturer produced only one sports car, which became famous after the movie Back to the Future, in which a brilliant scientist turned a DeLorean car into a time machine.
The brand’s bankruptcy resulted from a conflict between its creator, John Zachary DeLorean, and General Motors. As you know, John worked at GMC and, after his dismissal, published a revealing book about the auto giant’s internal problems. As a result, a drug trafficking case was fabricated against him, after which he lost the support of investors. The entrepreneur was found not guilty, but by that time, he had no further funds available. Currently, the DeLorean name and brand are owned by an independent company. The logo has never changed; it resembles the black abbreviation DMC (from DeLorean Motor Company) with stylized mirrored letters.
Studebaker
The Studebaker Corporation was named after its founders, the German Stutenbecker family. They were blacksmiths and, in 1852, opened a workshop to produce carts, wagons, and other vehicles. Their company made automotive history worldwide in the early 1900s by beginning to produce electric-powered wagons. It survived the financial crisis but was unable to compete with the giants of the automotive market, which began lowering prices after the war. In the 1960s, rumors circulated about Studebaker’s impending closure. This discouraged buyers, who feared losing their car warranty. The lack of demand was the final point: in 1967, the company was disbanded. Its last logo was a red-and-blue circle divided into two parts by a wavy silver stripe.
Willys-Overland
The Willys-Overland Automobile Company was formed in 1908 from the Overland Automotive Division and ceased to exist in 1953, when it was merged into Kaiser Motors. In 45 years, it managed to manufacture luxury cars, take a leading position in the military industry, and concentrate on producing trucks and all-terrain vehicles. The company produced cars under three brands: Jeep, Overland, and Willys. The main emblem of Willys-Overland was a black-and monogram: “W” superimposed over the “O.”
DeSoto
At one time, the DeSoto brand was owned by the Chrysler Corporation and was created in 1928 by Walter Percy Chrysler. Initially, car sales were high, but in the late 1950s they declined sharply. The brand failed to adapt to market trends, which contributed to its closure. In 1961, DeSoto ceased operations, and its models served as the basis for the Chrysler Newport. Recently, the manufacturer used a logo featuring Hernando de Soto, who once explored American territory. The portrait of the Spanish navigator was painted in silver and placed inside a red circle.
Edsel
Ford Motor Company acquired the Edsel brand to fill a niche between Pontiac and Dodge. This project was planned as a full-fledged division with its factories and sales network. However, after a large-scale advertising campaign, it became apparent that the Edsel cars, marketed as revolutionary and new, were quite ordinary and did not meet buyers’ high expectations. Sales initially declined, and by 1961, the brand had withdrawn from the market.
Marketers named the car brand after Edsel Ford. Later, it was revealed that Henry Ford II categorically did not want his father’s name associated with the wheels. However, because his opinion was not considered, the name was approved and became the basis for the logo: a white letter “E” inside a green circle, surrounded by concentric rings.
Packard
The Packard brand’s origin is legendary. Some believe its creator built his first car to demonstrate his engineering skills and get a job at Winton. According to another version, he criticized Winton’s car and received a response in the spirit of “do it better if you can.” Either way, the Packard brand was established in 1899 and outlived Winton by several decades. He bet on the luxury segment but was forced to switch to more affordable brands during the economic crisis. The company was closed after the controversial purchase of Studebaker and the production of unsuccessful models that failed to meet demand. Officially, it ceased operations in 1962, but in reality, it was 1958. Only an oval Victorian-style logo depicting a red shield and a golden swan recalls the former luxury.
Hudson
The Hudson Motor Car Company entered the automobile market in 1909. It was named after a department store owner who became its main investor. The automaker employed technological innovation, enabling it to rank third behind Chevrolet and Ford in 1925. In the postwar era, the “golden age” entered decline as small companies such as Hudson found it increasingly difficult to compete with the so-called “big three.” The crisis led to the brand’s acquisition by Nash-Kelvinator in 1954 and the virtual cessation of its operations. The old company logo featured an inverted tetrahedron, heraldic towers, two ships, and the word “HUDSON” on a red shield.
Kaiser
The Kaiser Corporation existed for less than a decade but produced several successful models with distinctive designs. It ceased operations in 1953 following a merger with Willys-Overland. In recent years, the company has produced more cars than it has sold because consumers are primarily interested in the Big Three: Chrysler, Ford, and GM. The black-and-white Kaiser logo, featuring the buffalo and the letter “K,” will forever be remembered in the history of the American automobile industry.
Tucker
Tucker was founded in the post-war era to offer the people of the United States an affordable, stylish, and modern automobile, the Tucker-48. American engineer Preston Thomas Tucker already had experience in the automobile industry, so his new project seemed very promising, and he even received a government loan. With borrowed funds, the entrepreneur purchased the world’s largest factory to rapidly commence mass production of automobiles. General Motors, Ford, and Chrysler recognized that a strong competitor was entering the market and sued Tucker, alleging financial fraud. When the acquittal was handed down, the brand’s owner was bankrupt. The automobile company was closed in 1951. Its emblem resembled an oval coat of arms featuring heraldic animals, a shield, and a ribbon bearing the inscription “Tucker.”
Stutz
The Stutz Motor Car Company produced sports cars for racing from 1911 to 1924. One of its sports cars even set a new world speed record. Then, they added luxury cars adorned with a round emblem featuring blue wings and the stylized word “STUTZ.” The inside was red, and the outside had a wide white stripe with the words “Indianapolis, Indiana. USA.” In 1939, the company was declared bankrupt and liquidated.
Pierce-Arrow
The company Pierce-Arrow entered the automobile market in 1901. The company had already existed, but it had previously produced gold bird cages. Bicycles were then added to the product line. Over time, Pierce-Arrow luxury cars became a must-have for nobles. Royalty was sure to have at least one model of this brand in its fleet. The same could be said of tycoons and Hollywood stars. Therefore, the round logo with an antique archer and an arrow was known worldwide. The company did not offer inexpensive cars for sale, and expensive cars were purchased very slowly. The Pierce-Arrow story ended in 1938, though enthusiasts attempted to revive the brand in the 2000s.
Duesenberg
Duesenberg luxury cars became prestigious status symbols, and its sports cars won many races. However, this did not save the company from liquidation; it was closed in 1937 after only 24 years. Currently, collectors seek Duesenberg cars, and several hundred remain in circulation. The logo, featuring a golden eagle, the inscription “DUESENBERG STRAIGHT,” and the blue numeral “8,” remains associated with wealth and luxury.
Fisker
Fisker Automotive is famous for its hybrid electric cars, which have been produced since 2008. The company relies on progressive development and has even prevailed in a lawsuit brought by Besla Motors, which accused it of misappropriating technology. The brand’s most famous vehicle is the Fisker Karma, a luxury sports sedan. Production was halted due to its battery supplier’s bankruptcy. In 2014, Fisker Automotive filed for bankruptcy. Its owner, Henrik Fisker, retained all trademark rights, including the logo featuring two semicircles in red and blue, a white ring, and a black inscription reading “FISKER.” He subsequently used the name and logo for his new company, Fisker Inc.
Mosler
Entrepreneur, politician, and economist Warren Mosler began assembling cars in 1985. He named his company Consulier Industries and made the star of the sports-car lineup for professional racing. In 1993, a special division, Mosler Automotive, was opened. It presented several additional sports models that were maximally lightweight, very luxurious, and incredibly fast. These cars took first place in prestigious competitions. However, the Mosler company ceased operations in 2013 due to marketing errors. A symbol suggested the high speed of sports cars: a stylized black letter “M” resembling a lightning bolt. It was inside a yellow shield with a narrow base and the inscription “MOSLER.”
Sterling
The Sterling car company, known for its oval logo and elongated silver “S,” entered the North American market in 1987. Under Austin Rover Cars of North America, sedans and hatchbacks based on the Rover 800 series were sold. Initially, customers appreciated that all models came with genuine wood trim. However, drawbacks soon emerged: corrosion, poor paintwork, and electronic failures. The band left the U.S. car market in 1991 due to these problems.
Eagle
The long-forgotten symbol of the Eagle is a black-and-white logo depicting a heraldic shield and a raven’s head. This automaker ceased operations in 1999, ending production of luxury and sports cars. It began its career in 1988 as the Jeep-Eagle Division, created by Chrysler at American Motors Corporation.
Geo
In 1989, General Motors opened the Geo division to produce compact and subcompact cars. The manufacturer relied on a combination of low prices and quality assembly. Suzuki and Toyota corporations also participated in creating the brand, so the project initially seemed promising. However, its history ended in 1997, when GM, disappointed by low demand, closed the brand and transferred rights to all models to Chevrolet. Since then, the cars have been sold under different names. They are no longer adorned with the red “Geo” emblem with parallels and meridians inside the letter “o.”
Merkur
Merkur is considered one of the shortest-lived brands in the American auto industry, lasting only four years. The brand was created to meet consumer demand for European-made cars, as similar trends were seen in the North American automobile market in the early 1980s. In addition, Merkur was a Ford Motor Company project designed for the luxury segment. Production was located in West Germany, so car prices fluctuated due to exchange-rate volatility. Ford management considered demand for Merkur cars insufficient and, in 1989, decided to discontinue the brand. Buyers did not have time to become accustomed to the black-and-white logo, stylized as a radiator grille bearing the inscription “MERKUR.”
International Harvester
Buses, tractors, trucks, SUVs, and pickup trucks have made International Harvester famous worldwide. This company did not emerge from nothing; it was established in 1902 through the merger of two agricultural machinery companies. After acquiring another competitor, McCormick Harvesting Machine Company rebranded as International Harvester. This name was used for the logo. It featured a red-and-black monogram of the letters “IH” at the top and the word “International Harvester” in bold at the bottom. Following the strike, the firm went bankrupt and was acquired by Tenneco, Inc. The new owner closed it down in 1985.
Hupmobile
Hupmobiles were introduced in the Hupp Motor Car Company’s lineup in 1909 and immediately attracted public attention, earning a compliment from Henry Ford. The demand for this brand’s roadsters increased substantially, prompting the manufacturer to expand the plant. Then the owners decided to turn the budget subcompact Hupmobile into a large, expensive car. In their pursuit of profit, they lost their regular customers. Over time, Hupp Motor Car Company experienced internal problems stemming from shareholder disagreements. The company lost its plants, deliveries slowed, and customers began to refuse orders. The last car with the black handwritten Hupmobile logo rolled off the assembly line in 1939.
Detroit Electric
Electric motors driven by batteries powered Detroit Electric cars. They were driven primarily by doctors and women drivers, as it was difficult for them to start conventional internal-combustion engine cars by hand. The golden era of Detroit Electric began in the 1910s when gasoline prices rose. Even philanthropist John Davison Rockefeller Jr. and America’s greatest inventor, Thomas Edison. However, manufacturers of internal combustion engine cars have returned to the market with the latest models, displacing electric cars. In recent years, the company made cars only to order until it went bankrupt. It used a circular, blue-gradient logo with the stylized lettering ‘DETROIT.’ The circular frame contained an arch formed by the brand’s full name.
Auburn
The predecessor of the Auburn Automobile Company produced horse-drawn carriages. However, as it developed, the automobile brand separated from the parent company to create experimental models. Its history ended in 1937, when the holding company of which it was a part was declared bankrupt. This was all because the manufacturer staked on unprofitable luxury cars. The Auburn logo looked no less luxurious: a gold plaque engraved with the brand name.
Franklin
The Franklin company is named not in honor of a political figure but in honor of its namesake, Herbert H. Franklin, who, in 1902, decided to get into the production of cars. The company produced innovative air-cooled models. In 1930, its engineers improved the engine design, thereby increasing power output. Conditions were favorable, but after the Great Depression, people stopped buying luxury cars. In 1934, the automaker went bankrupt, and its name and all assets, including the logo with the underlined handwritten inscription “Franklin,” were sold.
Cole
One of the progenitors of the Indianapolis automobile industry was the Cole Motor Car Company, which produced luxury cars with a V-8 internal combustion engine. It appeared in 1909 under another company (Cole Carriage Company) and left the market in 1925 because its owner feared bankruptcy and did not want to risk his money. The Cole logo, featuring black Victorian lettering, has become a historic part of the American automobile industry.
Abbott-Detroit
Abbott-Detroit, a manufacturer of reliable and powerful luxury automobiles, opened its Detroit factory in 1909 and operated it until 1916. It then moved to Cleveland, where it continued to produce station wagons, roadsters, limousines, and other hyped models until 1918, when the company declared bankruptcy. It became Consolidated Car Co., although its cars were sold under the old name and adorned with the Abbott-Detroit logo: a triangular yellow figure with a large red “A” and small print.