Vintage Brochure: 1940 Ford V8 Station Wagons – Suitable For “A Wide Variety Of Users”, But Families Are Not On The List

It’s easy to forget that the station wagon as a family vehicle was a post-war phenomenon, thanks to all-steel wagons, lower prices and its rapidly changing image. Back in 1940, the target buyers for Ford’s woodie wagon were listed as “a wide variety of users” (but families were not one of the ones listed).

In the case of the DeLuxe Wagon, “it is eminently appropriate for the country estate, the private school, resort or country club.” And also “for meeting guests at the airport, station (the origin of these vehicles’ name) or dock…for transporting equipment to sporting events…for picnics, outings and other occasions.”

The Standard Wagon has its own list of “appropriate users…

…including engineers, surveyors, telephone maintenance and repair crews, scientific expeditions, and many others”. That apparently includes these buyers of antique furniture; professionals, presumably.

Here’s the list of standard features.

The DeLuxe gets leather upholstery and a few doodads, like a trip mileage indicator. The wood for the bodies came for Ford’s own vast woodlands.

If you took your hunting really seriously, then a Marmon-Herrington 4WD wagon was the ticket. The precursor to the Jeep Grand Wagoneer. (Full story here)