A blog about automobile styling. The emphasis is on history, but the appearance of current production and concept cars will be evaluated as well.
Thursday, April 26, 2018
Allstate, the Badge-Engineered Henry J
A nice example of 1950s American badge engineering is the 1952-53 Allstate. As the link indicates, Kaiser wished to increase sales of its slow-selling compact Henry J brand by offering a faintly facelifted version for sale at the (in those days) dominant Sears-Roebuck department store chain. What this means was that in a number of larger Sears stores there would be a small section with an Allstate car on display along with a sales desk. By the way, for non-USA readers, the name "Allstate" is the name Sears uses for its insurance sales arm -- it was borrowed for naming the car.
Below are comparison images for Allstate and its host Henry J brand.
You might want to click on this Allstate advertisement to enlarge it so that the smudgy text is faintly readable.
Publicity photo of a 1951 Henry J, the car's initial model year. This design was carried over into 1952, but soon supplemented, as shown below.
Allstate grille. Compare to the grille on the 1953 Henry J Corsair below.
"For sale" photo of a 1953 Henry J Corsair. The Corsair model with the same grille design was introduced during the 1952 model year. It has a cleaner, bolder design than that of the Allstate in the pervious photo. Badge-engineering economy measures included the shared grille opening and the positioning of the turn-signal lights.