{"id":2254,"date":"2026-01-12T20:45:40","date_gmt":"2026-01-12T20:45:40","guid":{"rendered":"https:\/\/chrislezotte.net\/wordpress\/?p=2254"},"modified":"2026-01-12T20:45:42","modified_gmt":"2026-01-12T20:45:42","slug":"trip-to-marysville","status":"publish","type":"post","link":"http:\/\/chrislezotte.net\/wordpress\/auto-museums\/trip-to-marysville\/","title":{"rendered":"Trip to Marysville"},"content":{"rendered":"
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The Wills Sainte Claire Auto Museum<\/a> is a small museum located in the out-of-the-way city of Marysville, Michigan<\/a>, separated from Canada by the St. Clair River. It is devoted to the history of C. Harold Wills<\/a> and the automobile he created \u2013 the Wills Sainte Claire<\/a> \u2013 and their impact on auto history and the city of Marysville. The small building holds 20 Sainte Claire automobiles \u2013 the largest collection in the world \u2013 as well as original photos, color advertising, and other artifacts relating to the company\u2019s brief history. The automobiles on display are include \u2018survivors\u2019 as well many that are impeccably restored. The museum is only open one Sunday afternoon a month; our visit included a short video as well as peek behind the scenes into the museum\u2019s storage facility.<\/p>\n\n\n

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Wills Sainte Claire workers, which included women<\/figcaption><\/figure>\n<\/div>\n\n\n

C. Harold Wills was Henry Ford\u2019s first employee. He served as chief designer and metallurgist; he was responsible for the design of the Ford script logo, still in use today. Wills desperately wanted to make changes at Ford; unable to do so he left the company \u2013 with his $1.5 million severance pay \u2013 to build a car in Marysville along the banks of the St. Clair River. His plans also included a housing development\u00a0\u00a0– the \u201cCity of Contented Living” \u2013 for Sainte Claire employees.<\/p>\n\n\n

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1926 Wills Sainte Claire Roadster, marketed to upper class women<\/figcaption><\/figure>\n<\/div>\n\n\n

The automobile Wills envisioned was the polar opposite of Ford\u2019s affordable, mass-produced, Model T; rather, it was a somewhat futuristic vehicle that used state of the art engineering concepts and materials. He hoped to compete with luxury automakers such as Packard<\/a>, Lincoln<\/a>, and Pierce Arrow<\/a>. The first car rolled off the assembly line in the spring of 1921, by November 1922, the Wills Co. was $8 million in debt and forced into receivership. Although beautifully crafted and ahead of its time, the car did not do well. It was too expensive, and Wills continually interrupted production to implement every conceivable improvement. The company did not survive the 1926 recession and after producing 12,000 cars, was liquidated.\u00a0Wills subsequently joined Chrysler as a metallurgical consultant; Chrysler purchased the former Wills Sainte Claire factory which is still in use today.<\/p>\n\n\n

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The female Wills Sainte Claire customer<\/figcaption><\/figure>\n<\/div>\n\n\n

Throughout its short history, Wills Sainte Claire advertised extensively, always promoting the automobile\u2019s luxury. As one advertisement read, \u201cHow can classic be defined?  Sleek, stylish, perfection, unique, timeless, and valuable are words of articulate, lasting design. If you assemble these words in the form of a tangible object you have defined the unique and beautiful Wills Ste. Claire automobile.\u201d What is unusual for this time period is that many of the advertisements \u2013 on display at the museum – feature women behind the wheel. <\/p>\n\n\n

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As women rejected the electric automobile in favor of the faster and more affordable gasoline-powered car, automakers – recognizing a growing consumer base \u2013 developed strategies to lure the female driver.\u00a0Marketing plans shifted from \u201cdiscussing merits of products to constructing promises for, and listing the expectations of, those who consumed the products.\u201d[1]<\/sup><\/a>\u00a0Relying on the rise in readership of popular women\u2019s magazines, one of the more prominent sales tactics to emerge was advertising that \u201cinvited women to seek social status via the purchase of an automobile.\u201d[2]<\/sup><\/a><\/p>\n\n\n

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Wills Sainte Claire wholly embraced this strategy in its advertising. As a 1926 advertisement in the\u00a0Saturday Evening Post<\/em>\u00a0read, \u201cplain, blunt transportation can be purchased for less than Wills Sainte Claire. There are those, however, who demand and are willing to pay for a plus element called style. And these constitute the Sainte Claire clientele \u2013 as they constitute Bendel\u2019s and Pierre\u2019s.\u201d The ad includes an illustration of two fashionably attired women travelling \u2013 with scarves flying \u2013 in a bright red Wills Sainte Claire roadster. An ad published in\u00a0National Geographic<\/em>, accompanied by an illustration featuring a woman seated in the driver’s seat with two children behind her, informs its female audience that the 1926 Model T-6 5-Passenger Sedan, \u201cis something genuinely new, and better\u2026and smarter\u2026and sturdier\u2026 will become more impressively obvious as the weeks go by.\u201d<\/p>\n\n\n

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Society women out for a spin in a Wills Sainte Claire Roadster<\/figcaption><\/figure>\n<\/div>\n\n\n

The strategies employed by auto advertisers were constructed, in part, as a response to Ford\u2019s early domination of the automotive market. By 1921, Ford produced over half of all cars in the world. Fords were not only plentiful, but affordable; \u201cgrowing cheaper by year, the Model T opened new vistas for ordinary people,\u201d which included the growing population of women drivers.[3]<\/sup><\/a> Unable to compete head-to-head with \u201cEveryman\u2019s [and Everywoman\u2019s] Car,\u201d manufacturers set out to distinguish their automotive offerings by including an intangible benefit – status – with vehicle purchase. As Ford\u2019s dominance began to erode \u2013 due primarily to the company\u2019s unwillingness to move on from the Model T \u2013 the automobile as representative of women\u2019s social standing became a popular, effective, and longstanding strategy among luxury cars manufacturers.<\/p>\n\n\n

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Unfortunately for the Wills Sainte Claire, the association of the automobile and social status was not enough to save it. However, the advertising of this little known manufacturer \u2013 on display at this small museum on the Michigan-Canadian border, provides insight into the efforts of luxury auto manufacturers to attract the female consumer.<\/p>\n\n\n\n

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[1]<\/sup><\/a> Michelle Ramsey. \u201cSelling Social Status: Woman and Automobile Advertisements from 1910-1920.\u201d Women and<\/em> Language 28(1) Spring 2005: 26.<\/p>\n\n\n\n

[2]<\/sup><\/a> Ibid.<\/p>\n\n\n\n

[3]<\/sup><\/a>\u00a0Virginia Scharff,\u00a0Taking the Wheel: Women and the Coming of the Motor Age <\/em>(Albuquerque: University of New Mexico Press, 1991), 55.<\/p>\n","protected":false},"excerpt":{"rendered":"

The Wills Sainte Claire Auto Museum is a small museum located in the out-of-the-way city of Marysville, Michigan, separated from Canada by the St. Clair River. It is devoted to the history of C. Harold Wills and the automobile he created \u2013 the Wills Sainte Claire \u2013 and their impact on auto history and the…<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[56,51],"tags":[50,43,13],"class_list":["post-2254","post","type-post","status-publish","format-standard","hentry","category-auto-museums","category-women-car-advertising","tag-automotive-brands","tag-automotive-history","tag-woman-driver"],"yoast_head":"\nTrip to Marysville - Women & Cars<\/title>\n<meta name=\"description\" content=\"Visit to the Wills Sainte Claire Auto Museum\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/chrislezotte.net\/wordpress\/auto-museums\/trip-to-marysville\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Trip to Marysville - 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