The Failed Saga of Sears' Entry into the Auto Industry

Sears, the iconic department store franchise known for its extensive catalog offerings and reliable appliances, attempted to diversify its product range by venturing into the automobile market. However, both of their stabs in the automotive sector did not pan out, marking significant chapters in Sears' business history.

Sears Motor Buggy (1908-1912)

Back in the early 20th century, customers could order a Sears Motor Buggy (or the 'Sears Motor Cycle') directly from Sears catalogues, alongside other household necessities like furniture and appliances. This foray into the auto industry was notably rudimentary; the car models during this period were quite basic in terms of design and functionality. Though Sears managed to sell around 3,500 Motor Buggies, the market response was lukewarm, leading to the termination of the venture. This attempt lasted from 1908 to 1912, during which time customers could still find these basic automobiles in the Sears catalogue while browsing items ranging from sewing machines to bedsheets.

The Sears Motor Buggy was a significant attempt to expand the range of items available to customers, reflecting the company's ambitions to diversify its product offerings. However, the timing of this venture might have been off, given the fast-paced technological advancements happening in the automotive industry during those years.

Allstate (1952-1953)

In an effort to rejuvenate its efforts in the car market, Sears partnered with the prominent Kaiser-Frazer auto company in the 1950s. The partnership resulted in the brand of an Allstate car, which was rebranded from Kaiser-Frazer. Despite the more established backing from Kaiser-Frazer, the venture was short-lived, lasting only from 1952 to 1953. Over the two-year tenure, Sears managed to sell approximately 2,300 Allstate cars, indicative of the lukewarm reception of the partnership by the market. The collaboration, like the previous attempt, was not significantly successful, possibly due to the competitive market and the established brands already saturating the market.

Sears and Auctions: An Alternative Sales Channel

Curiously, during the 1940s and 1950s, there was a different story at play. According to one user, his great uncle sold Crosley cars through Macy's, a rival department store. Crosley was a brand known for its small and compact vehicles, which were often sold through various channels due to their unique design and affordability. These cars, including the Crosley Hotshot and Mini Scout, were indeed small enough to fit in Macy's freight elevators, highlighting the ingenuity required to sell automobiles in such settings. This anecdote underscores the diverse and often flexible nature of retail during that era, as direct sales would not have allowed for such compact vehicles to be shipped.

Despite these limited successes, the integration of automotive products into the Sears catalogue during these periods signifies the company's ongoing attempts to diversify and remain relevant in a rapidly evolving market. Sears' ventures into the auto industry, while not entirely successful, contributed to the rich tapestry of its business history and continue to be a topic of interest for vintage car enthusiasts and historians alike.

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