Henry J
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The Henry J was an American automobile built by Kaiser Motors and named after its Chairman, Henry J. Kaiser. Henry J’s were produced from 1950 (as 1951 models) through 1953.
The car was the brainchild of Henry J. Kaiser, who sought to increase sales of his Kaiser automotive line by adding a car that could be built inexpensively and thus affordable for the average American in the same vein that Henry Ford produced the Model T.
To accomplish this, the Henry J was designed to carry the fewest possible components, and built from the fewest number of parts. To save body stamping costs, early Henry J’s did not have rear trunk lids; owners had to access the trunk by folding down the rear seat. Another cost saving measure was to offer the car only as a two-door sedan with fixed rear windows.
Power for the Henry J was delivered by a four-cylinder 68 hp engine; later models were available with an L-head six 80 hp engine.
In 1952, Kaiser began selling rebadged Henry Js through Sears Roebuck under the nameplate of Allstate. Allstates were nearly identical to Henry Js but carried a unique grille, hood ornament, hubcaps, identification badges and interior trim, and Allstate-brand tires and batteries. After two years of disappointing sales, Sears dropped the car.
The Henry J proved to be a disappointment for Kaiser. While the Henry J was priced low, a Chevrolet 150 could be bought for a few dollars more, and the price included operating rear windows and a trunk lid. Consumers also disliked the lack of a trunk lid, and Kaiser later did add a trunk lid hoping to win customers, but sales declined each year the car was marketed. While the Henry J was inexpensive for consumers, its manufacturing and labor costs were high. Henry J. Kaiser had hoped to make a profit through volume; however, the cars' slow sales negated his plan.
While sales of the Nash's compact Rambler were successful, it was partly because Nash marketed the Rambler as an accessory-loaded convertible. The Henry J was a plainly-trimmed two-door sedan; consumers understood the difference between "inexpensive" and “cheap” and they perceived the Henry J in a negative fashion.
Production of the Henry J ended in 1953; sales continued into the next model year by taking leftover inventory and calling the cars “1954” models.
[edit] Sources
- Gunnell, John, Editor. (1987). The Standard Catalog of American Cars 1946-1975. Kraus Publications. ISBN 0-87341-096-3.
