1933 Reo Royale Sedan 🇺🇸

The Royale was released to the public for model year 1931 and was a forerunner of the streamlined styling that would be in vogue later in the decade. V’d grille shell, hidden filler cap, upswept fenders with a broad rolled bead, lack of external visor, rounded roof pillars were all styling motifs that would spread to other manufacturers in the ensuing years. Lack of money prevented Reo from updating the styling in the following years, allowing for merely detail modifications.  Model year 1933 saw a different grille angle, fender skirts and curved running board as the only updated since introduction two years before. The Nicola Bulgari Car Collection purchased this 1933 Reo Royale sedan at an auction in August 2015. The Royale had undergone a thorough and comprehensive frame-off restoration by the previous owner before taking residence in the Nicola Bulgari collection. Finished in black with blue velour interior that includes a clock, fine wood appointments, stainless and chrome facets. 

Company
Reo Motor Car Company

Wheelbase
135in

Interior trim
Blue velour

Brakes
front and rear drums

Make
Reo

Length
216in

Engine
inline 8 - 357,8cid

Tires
6.50x18

Model
Royale

Width
78in

Carburetor
1 Schebler

Original Price
$2,445

Body style
4-door Sedan

Weight
4,650lbs

Horsepower
125hp @ 3300rpm

Production
3

Model year
1933

Exterior paint
Black

Transmission
Self shifter 4-speed semi automatic

Ransom Eli Olds was a pioneer in the automotive industry, founding the Oldsmobile and REO brands. He started the Olds Motor Vehicle Company in Lansing Michigan, on August 21, 1897. The company was bought by a copper and lumber magnate named Samuel L. Smith in 1899 and renamed Olds Motor Works. The new company was relocated from Lansing to Detroit. Smith became President while Olds became vice president and general manager. After many altercations with Smith, Ransom Olds left the company in 1904, to found Reo, a name derived from the initials of its founder. Reo enjoyed great success from the start, producing solid cars with broad appeal in the lower-medium priced field. Business continued to grow in the twenties, but abruptly stopped in the chaos of the Depression. In 1907, Reo was third in the industry production race, behind Ford and Buick, with 6,500 units produced in 1909, 14,600 in 1915 and 20,000 in 1917. Business continued to grow, with earnings of more than four million dollars in 1926. In December 1923, Olds decided to retire from company presidency, and stepped down to a symbolic appointment of board chairman. His place at the helm of the company was taken by Richard Scott, who began to expand its horizons. Scott insisted on fielding three car lines, representing all markets segments but the lowest price categories. The first of the new generation Reo automobiles, the Flying Cloud, made its debut in January 1927. All-steel bodywork with sweeping lines, long hood, rounded quarters and integrated sun-visor, coupled with a new powerful straight-six engine and a Lockheed brake system generated an overwhelming public reaction that gave Reo its best sales year ever, with over 28,000 cars sold. Scott’s plan to cover the medium-price field resulted in the introduction of the Wolverine, a cheap two-door sedan that was very poorly received by the buying public. Its place was taken by the Mate, introduced for the 1929 model year, but sales were poor for the entire model lineup. The Great Depression was starting to weaken the company. All the earnings of 1928 were used to modernize the manufacturing plant and to start the assault on the luxury car market. The new Royale was launched in September 1930, leaving the motoring world astonished and delighted. The Royale owed its beauty to lines that flowed from the V-shaped radiator to the streamlined tail. Tested in the wind tunnel, the new shape set a new standard of excellence in the growing movement toward streamlined styling. Mechanically, the new Reo featured a 358 cubic inch straight-eight that developed 125 horsepower, coupled with the patented “Silent-second-gear” transmission and installed in a new sturdy 135 inches wheelbase chassis. Full flow oil filter, central chassis lubrication, thermostatic control radiator shutters, 15 inch brakes completed the package that set the Royale at the forefront of the luxury-car class. Sales continued to be disappointing, with a loss of nearly two million dollars and only 12,500 cars sold for 1930. In an attempt to improve sales, the model lineup was expanded for 1931, with many variations of furnishings, engines, and wheelbases. Reo expected that all these offerings, developed at a cost of nearly six million dollars, would help the company reverse their sales slide. But the economic recession was still very strong, and completely destroyed the luxury-car market. 
The 1932 and 1933 model years saw a drastic reduction of models available, but sales were catastrophic, with only 3,600 cars sold and a loss of two and a half million dollars for 1933. After some more dwindling sales, in October 1936, Reo auto operations ceased, putting an end to a prestigious brand.