Sheridan (automobile)
Encyclopedia
The Sheridan was a brand of American automobile
manufactured from 1920-1921. Manufacture of the car was based in Muncie, Indiana
.
The Sheridan nameplate has the distinction of being the first automotive brand started from scratch by General Motors
. Prior to the Sheridan, General Motors, under William (Billy) Crapo Durant, grew its automotive marques - Chevrolet
, Oakland, Oldsmobile
, Buick
and Cadillac
- by acquiring independent manufacturers and then folding their operations into the GM structure.
Throughout his years at GM, Billy Durant was interested acquiring outside companies and new products to grow the GM Empire, many times without great success. When Buick’s D.A. Burke approached Durant about the idea of designing a car from the ground up, and then marketing the car as a bridge vehicle between GM’s established divisions of Chevrolet and Oakland (a four cylinder), and between Buick and Cadillac (an eight cylinder), respectively. Durant approved the project and facility was secured in Muncie, Indiana.
To market the vehicles, Sheridan hired World War I flying ace Eddie Rickenbacker
, himself an accomplished automobile racer in his own right. Through prosaic marketing, and Rickenbacker’s endorsements, Sheridan officials felt the production target of 300 cars a day was not only achievable, but profitable as well.
Just as production began to ramp up, Durant was fired for the second and final time from General Motors. Since the Sheridan was a Durant pet project, GM, now under Alfred Sloan, was left with Sheridan, one of Durant’s more costly but viable caprices. Durant on the other hand knew that the vehicle was soundly engineered and knew what GM paid for the Muncie facility. In May 1921, Durant purchased the rights to the Sheridan and to the Muncie plant, with the intent on using the facility to continue building the Sheridan and Durant’s new project, the Durant and Princton autombiles built by Durant Motors
.
After the takeover, the enterprise began to degrade for Sheridan, despite a back log of orders that went unfulfilled. By the summer of 1921, Rickenbacker abandoned his role as the spokesman for the company, and the Sheridan ceased to exist by September, 1921.
Automobile
An automobile, autocar, motor car or car is a wheeled motor vehicle used for transporting passengers, which also carries its own engine or motor...
manufactured from 1920-1921. Manufacture of the car was based in Muncie, Indiana
Muncie, Indiana
Muncie is a city in Center Township, Delaware County in east central Indiana, best known as the home of Ball State University and the birthplace of the Ball Corporation. It is the principal city of the Muncie, Indiana, Metropolitan Statistical Area, which has a population of 118,769...
.
The Sheridan nameplate has the distinction of being the first automotive brand started from scratch by General Motors
General Motors
General Motors Company , commonly known as GM, formerly incorporated as General Motors Corporation, is an American multinational automotive corporation headquartered in Detroit, Michigan and the world's second-largest automaker in 2010...
. Prior to the Sheridan, General Motors, under William (Billy) Crapo Durant, grew its automotive marques - Chevrolet
Chevrolet
Chevrolet , also known as Chevy , is a brand of vehicle produced by General Motors Company . Founded by Louis Chevrolet and ousted GM founder William C. Durant on November 3, 1911, General Motors acquired Chevrolet in 1918...
, Oakland, Oldsmobile
Oldsmobile
Oldsmobile was a brand of American automobile produced for most of its existence by General Motors. It was founded by Ransom E. Olds in 1897. In its 107-year history, it produced 35.2 million cars, including at least 14 million built at its Lansing, Michigan factory...
, Buick
Buick
Buick is a premium brand of General Motors . Buick models are sold in the United States, Canada, Mexico, China, Taiwan, and Israel, with China being its largest market. Buick holds the distinction as the oldest active American make...
and Cadillac
Cadillac
Cadillac is an American luxury vehicle marque owned by General Motors . Cadillac vehicles are sold in over 50 countries and territories, but mostly in North America. Cadillac is currently the second oldest American automobile manufacturer behind fellow GM marque Buick and is among the oldest...
- by acquiring independent manufacturers and then folding their operations into the GM structure.
Throughout his years at GM, Billy Durant was interested acquiring outside companies and new products to grow the GM Empire, many times without great success. When Buick’s D.A. Burke approached Durant about the idea of designing a car from the ground up, and then marketing the car as a bridge vehicle between GM’s established divisions of Chevrolet and Oakland (a four cylinder), and between Buick and Cadillac (an eight cylinder), respectively. Durant approved the project and facility was secured in Muncie, Indiana.
To market the vehicles, Sheridan hired World War I flying ace Eddie Rickenbacker
Eddie Rickenbacker
Edward Vernon Rickenbacker was an American fighter ace in World War I and Medal of Honor recipient. He was also a race car driver and automotive designer, a government consultant in military matters and a pioneer in air transportation, particularly as the longtime head of Eastern Air Lines.-Early...
, himself an accomplished automobile racer in his own right. Through prosaic marketing, and Rickenbacker’s endorsements, Sheridan officials felt the production target of 300 cars a day was not only achievable, but profitable as well.
Just as production began to ramp up, Durant was fired for the second and final time from General Motors. Since the Sheridan was a Durant pet project, GM, now under Alfred Sloan, was left with Sheridan, one of Durant’s more costly but viable caprices. Durant on the other hand knew that the vehicle was soundly engineered and knew what GM paid for the Muncie facility. In May 1921, Durant purchased the rights to the Sheridan and to the Muncie plant, with the intent on using the facility to continue building the Sheridan and Durant’s new project, the Durant and Princton autombiles built by Durant Motors
Durant Motors
Durant Motors Inc. was established in 1921 by former General Motors CEO William "Billy" Durant following his termination by the GM board of directors and the New York bankers that financed GM.-Corporate relationships:...
.
After the takeover, the enterprise began to degrade for Sheridan, despite a back log of orders that went unfulfilled. By the summer of 1921, Rickenbacker abandoned his role as the spokesman for the company, and the Sheridan ceased to exist by September, 1921.