The story of the short-lived Rickenbacker automobile centers on three men—Eddie Rickenbacker, Barney Everitt, and William Flanders.
Rickenbacker had gained fame as a racer during the early days of the Speedway. Rickenbacker’s days of driving a race car ended in 1916 when he went to Europe to drive a car for Army officials. During his stint in Europe, he became the chief engineer at a French flight school and parlayed that into flight lessons. After flight and gunnery training, Rickenbacker became a pilot. He brought down twenty-six aircraft during the war, making him the United States ace of aces and an American hero.
In his autobiography, Rickenbacker claimed he wanted to build an automobile of his own design which would include the latest engineering features. He wanted the auto to have a high-speed motor, a low center of gravity making it easy to get in and out of, and a four-wheel braking system. Most historians credit Everitt with being the force for the creation of the car and that makes much more sense. Everitt nor only had experience in the industry, but also had the finances.
Barney Everitt began working at an early age and, according to his New York Times obituary, painted the first Ford vehicle and went on to paint 10,000 Fords. He was instrumental in forming the automobile body industry in Detroit prior to World War II and amassed a fortune estimated at $30 million. He joined forces with Walter Flanders and William Metzger in the Brass Era to form E-M-F automobiles (1909-1912). During its first year in business (1909), the company ranked fourth in the production of cars behind Ford, Buick and Maxwell. It wasn’t long before the company’s vehicles became known for poor quality. It was bought out by Studebaker whose mechanics replaced the defective parts. Utilizing the E-F-M nameplate but being manufactured by Studebaker, by 1911, the company was second in the assembly of cars. Gradually, Studebaker replaced the name in 1913. After leaving Studebaker in 1911, Everitt became president of the Metzger Motor Company which manufactured the Everitt car (1909-1912). He then started the Everitt Brothers Manufacturing Company which built bodies for Chalmers, Chevrolet, Essex and Saxon automobiles.
Everitt wanted to start another automobile company and asked Eddie Rickenbacker for the use of his name knowing it would be an automatic draw. Everitt also asked Walter Flanders to be part of the company. Flanders was skilled at setting up and effecting timesaving procedures at the Ford Model T plant. Everitt was the company’s president and Rickenbacker was the vice president of sales.
While retaining twenty-five percent of the company’s stock, they sold about $5 million in stock to about thirteen thousand investors in 1921.The Rickenbacker auto had the tagline of “A Car Worthy of Its Name.” To help promote the new car, Rickenbacker flew around the country garnering national news.
The prototype was built in 1920. Rickenbacker test drove the prototypes 80,000 miles.
Manufactured at a plant in Detroit, three six-cylinder models of the car were introduced at the 1922 New York Auto Show—a touring car which sold for $1,485, a coupe for $1,885, and a sedan for $1,995. Unlike other cars of their era, the cars had a flywheel at either end of the crankshaft, significantly decreasing vibrations. This innovation was Rickenbacker’s idea who, while flying in World War I, had noticed the maneuverability of the German aircraft. Upon inspection of the German engine, he discovered two fly-wheels.
The company also introduced four-wheel brakes to mid-priced cars but it wasn’t until Rickenbacker announced in June 1923 that all future Rickenbackers would have this feature. Four-wheel brakes were first introduced by Duesenberg. They were soon joined by other manufacturers including Buick, Oakland, Cadillac, Marmon, Chalmers, Elgin, Paige and Locomobile. Companies which did not produce cars with four-wheel brakes, including Studebaker, started a campaign to convince the public they were unsafe. They claimed if the cars stopped too suddenly, the passengers could be thrown through the windshield.
In 1925, the company introduced the Vertical 8 Super-fine, a coach-brougham with enclosed body style. The car was powered by an eight-cylinder engine that could develop eighty horsepower. This automobile was priced at $2,195. Cost of production of Vertical 8 caused the profit margin to shrink. Sales of the Vertical 8 comprised about sixty percent of total sales. In July 1925, Everitt lowered the price tag of the Vertical 8.
Rickenbacker drove one of the Vertical 8s as the Pace Car before the 13th running of the Indianapolis 500 in 1925. In large lettering, the car’s hood proclaimed, “Official Pace Car.” At 10 a.m. on Saturday, May 30, Rickenbacker got into the Vertical 8 and led the field of twenty-two cars in the first lap of the race. A crowd estimated at 140,000 burst into applause as the racers drove by.
In 1926, the company introduced a four-passenger Super Sport Boattail Coupe which could go just under 100 miles per hour for $5,000. While other manufacturers including Duesenberg, Stutz, and Packard produced a car which could go faster, the competitor cars were two passenger vehicles.
Internal squabbles at the company resulted in Rickenbacker leaving in September 1926. The company would file for bankruptcy in 1927.
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