1930's Vintage Diamond-T Work Trucks
C.A.Tilt used to say,“A truck doesn’t have to be homely”. Tilt was president of the Diamond T Motor Car Company Chicago and he believed that passenger car styling and comfort features had a big place in the truck world. It was a novel concept at the time when trucks were angular and as beautiful as cast iron could make them.
Putting his theories to work Tilt evolved a range of stylish medium and heavy-duty vehicles witch consistently out-sold competitors during the lean depression years. In fact hard times produced record sales for the Chicago manufacture while the rest of the industry couldn’t switch to raked and veed radiators and windshields fast enough. Tilt demonstrated that customers for trucks were like everyone else in liking a little sizzle along with their steak. So did truck drivers, no mistaking that.
Tilt pulled of a Cinderella of sorts in reshaping Diamond Ts though this isn’t to say that the pre-Cinderella models were the ugliest ducklings in the truck world. A flair for styling backed by a sound engineering and a good finish were important elements in a campaign, which pushed Diamond T sales to its heights in the 1930s.
The decade and a bit between, say, 1928 to 1940 saw big changes at Diamond T, in fact the company’s Golden Years in my estimation. The interval marked a change in the status for the Chicago manufacturer The Diamond T had been “just another make” in pre-styling days, but the new emphasis on appearance pushed the firm in to the front ranks of the industry and Diamond T never looked back.
The company’s sales point up what I mean. In 1927 only some 1855 trucks went to American customers, certainly no great shakes at Diamond T was out sold by such rival assemblers as Federal and Brockway. Even Stewart, a minor make comparatively, did almost as well with sales of 1,548 trucks in that year. Diamond T wasn’t even in the running with the industries Big Guns, like Mack, White and International.