| Whatever happened to the Stanley Steamer | | | | slide that their cars endured, they produced an |
| automobile? From the production of Stanley's first | | | | advertising campaign that sought to instill fear and |
| model in 1897, the Company outsold every other firm | | | | doubt about the safety of the internal combustion |
| that produced internal combustion powered vehicles | | | | engine. |
| until the brands demise in 1924. The Steamers were | | | | This marketing campaign was one of the earliest |
| safe, durable and easily maintained. So what killed the | | | | examples of negative advertising and the results |
| Stanley Steamer? | | | | were abysmal. "Power-Correctly Controlled, Correctly |
| The Stanley Automobile Company was founded by | | | | Generated, Correctly Applied to the rear axle" surely |
| twin brothers Francis and Freelan Stanley. The cars | | | | goes down in history as one of the most |
| gained fame when a model set the world land speed | | | | cumbersome, dull, forgettable branding statements or |
| record in 1906, covering one mile in 28.2 seconds. The | | | | advertising campaign slogans of all time. The purpose |
| early Steamers enjoyed a solid performance | | | | of these ads was not to sell the advantages of the |
| advantage over the primitive gasoline powered cars | | | | Stanley Steamer, but to instill doubt in consumers |
| of the era. | | | | minds about the safety of the internal combustion |
| The Stanley brothers enjoyed a sterling reputation at | | | | engine. |
| that time for producing cutting edge product, both | | | | Because Stanley did not continually keep ahead of |
| from a design and engineering standpoint. Then a | | | | rapidly advancing automotive technology, the |
| grievous error was made: they fell in love with their | | | | Company's Steamer cars were obsolete and the firm |
| product. Steam was soon to become obsolete as a | | | | closed its doors in 1924. This is a classic example of |
| source of power. Improved internal combustion | | | | how a market leader can rapidly lose the advantages |
| technology made the gasoline-powered car much | | | | built up so carefully over years and quickly be pushed |
| cheaper than the Stanley Steamer. By the end of its | | | | into the dust bin of history. |
| useful life in 1924 the Stanley Steamer sold for | | | | Sad stories about products and Companies like the |
| $3950, while the Ford Model T retailed for $500. | | | | Stanley Automobile Company are commonplace. |
| The invention of the electric starter was another | | | | Virtually every industry and product category |
| heavy blow that the Stanley Steamer could not | | | | experiences such examples of churn, decline, |
| overcome. Early internal combustion engine powered | | | | destruction and new startups arising to fill space |
| cars were started with a hand crank. The crank was | | | | deserted by fallen stars. Marketers must always |
| notorious for causing injury and made starting a car | | | | assume that competition is working relentlessly to |
| almost impossible for women. | | | | overcome any advantage that they might currently |
| As the sales model for the automobile adjusted to | | | | enjoy and are seeking to replace their products with |
| the realities of mass production the Stanley' brothers | | | | newer, fresher designs and technology. To not be |
| remained adherents of the costly steam generated | | | | fearful of the unknown is much more than unwise, it |
| power train. In desperation, seeking to halt the sales | | | | is stupid! |