Building maintenance aids for Ford, Mercury and Lincoln Dealers. . . .

Item Details

[Dearborn, MI:, Ford Motor Company,, [1945]., Comb-binding Softcover

First Edition, VG

4to. 28, [2] pp. Colour illustrations, layouts, black & white photos, text illustratations throughout. Self-printed colour-illustrated stiff covers, wraparound cover art of modern Ford dealership showroom and service department, patented plastic comb-binding as issued (minor shelfwear, couple corners w/ slight creasing), still a VG bright copy. 

First edition of this exceedingly scarce Ford Dealership colour & architecture sales manual issued at the end of World War II to aid in the revamping of the company’s dealerships and customer relations in order to save Ford from near bankruptcy in the post-War era as Henry Ford II took over leadership. Davis’s plan as outlined here targeted brightly painting, and refurbishing dealerships grown shabby through the War years;  increasing employee and public safety to reduce accident; ensuring regular maintenance, and redesigning the facades to reflect the latest Modern look. Even though the Ford models which would be for sale to consumers in 1946 would largely feature the same design cues of the 1939-1942 model years, there was an increased emphasis on uniformity, signage, cleanliness, and even more importantly appealing to women as auto consumers. The “Color Combinations” section in this manual vividly portrays the approved Ford colours, layouts, and appearance with sweeping Art Deco inspired lines. Worldcat locates 1 copy (Hagley).