Cadillac Fleetwood - Early History

Early History

Lawrence P. Fisher was the Fisher brother most closely involved with Cadillac in its early years. In 1916 he joined the Fisher Body Company which had been formed by two of his brothers in 1908. Larry (as people knew him) was one of four of the seven Fisher brothers who brought Fisher Body Corporation under the General Motors umbrella in 1919. In May, 1925 Alfred P. Sloan, then the head of General Motors, appointed Fisher as Cadillac General Manager, an office he retained through 1934. Fisher immediately went to work adding exclusive, custom bodies to the Cadillac range. Thus he oversaw the purchase of the Fleetwood Metal Body Company by the Fisher Body Corporation in September, 1925.

The Fleetwood Body Company of Fleetwood, Pennsylvania, was founded by Harry Urich in the nineteenth century. It began as a small community of craftsmen founded by Henry Fleetwood, Esq. of Penwortham, near Lancaster, England (the Fleetwood family flourished in England in the 17th and 18th centuries). The rich traditions of 300 years of coach-building that the Fleetwood Body Company applied to its work on cars secured for it a high reputation in automobile circles worldwide by the 1920s. Coachwork was built by Fleetwood for a variety of luxury makes through 1924. However, after the Fisher Body Corporation purchased the Fleetwood Body Company in 1925, Fleetwood bodies were reserved exclusively for Cadillac. By 1929 GM had purchased the remaining stock holdings of the Fisher Body Corporation and thus became sole owner of both the Fisher and Fleetwood companies.

From 1927 through 1934 all Cadillac series offered Fleetwood bodies as an option. Thereafter Cadillac became more selective in offering Fleetwood bodies on its series and by 1938 the only way to obtain a Fleetwood bodied car was by buying a Cadillac Series 75 or 90, as even the Cadillac Sixty Special had a Fisher body in its inaugural year. The Fleetwood script and crest would not appear on the exterior of any Cadillac until the 1947 model year when it appeared on the rear deck lid of the Sixty Special. By 1952 it also appeared on the rear deck lid of the Series 75. In 1957 the Cadillac Series 70 Eldorado Brougham joined the Sixty Special and the Series 75 as the only Cadillac models with Fleetwood bodies although Fleetwood script or crests did not appear anywhere on the exterior of the car. This marked the first time in 20 years that a Fleetwood bodied car was paired with the Brougham name. Ironically, when production of the Eldorado Brougham was shifted in 1959 from the Cadillac Fleetwood plant in Detroit to Pininfarina in Turin, Italy, only then did it acquire Fleetwood wheel discs and doorsill moldings, presumably because the design work and final touches were still being done by Fleetwood. Production of the Eldorado Brougham ceased in 1961 but in 1963 the Eldorado Biarritz also became Fleetwood bodied and immediately acquired Fleetwood crests on its rear quarters and Fleetwood rocker panel moldings. Interestingly the 1963 Eldorado Biarritz was also the first Fleetwood bodied convertible since the Cadillac Series 75 stopped offering 4-door and 2-door convertible body styles and production of the Cadillac Series 90 ceased in 1941.

In 1965 the Eldorado, Sixty Special and Series 75 models were designated as Fleetwood “subseries” but this would only last through the 1972 model year and during this period there never was a separate Fleetwood series per se. Fleetwood became a much more integral part of a Cadillac series name in 1977 with the introduction of the Cadillac Fleetwood Brougham and the Cadillac Fleetwood Limousine, which replaced the Fleetwood Sixty Special Brougham and the Fleetwood 75 respectively. In 1985 Fleetwood finally became a separate series in its own right.