We all know sad stories about the demise of Pontiac, Oldsmobile, or Mercury, but the US car industry is filled with tales of famous brands that were discontinued for various reasons. In almost all cases, those brands were fan favorites, but they didn’t have the luck to continue. Here are the 10 most interesting American car brands we won’t see again.
1. Edsel
Ford launched the Edsel in 1958 as an upscale alternative to its Ford and Mercury lines, aiming to rival Buick and Oldsmobile. Over $400 million went into the brand’s development and marketing, but public reaction was underwhelming. The controversial design, especially the grille, drew criticism and jokes, which hurt its image.
Despite strong initial sales, interest plummeted, and the Edsel was discontinued in 1960. The real issue wasn’t quality—it was Ford’s massive overhype. Buyers expected innovation but got a gussied-up Ford. The Edsel is remembered as a cautionary tale in automotive history—proof that marketing alone can’t compensate for poor execution.
2. Imperial
Often mistaken as a Chrysler model, Imperial was a standalone luxury brand under the Chrysler umbrella from 1955 to 1975 and briefly revived in the early ’80s. Created to compete with Cadillac and Lincoln, Imperials featured distinctive styling and upscale interiors. However, they shared too much with regular Chrysler models and offered limited body styles.
By the ’70s, economic shifts and increased European competition weakened the brand’s appeal. Without a full lineup or unique platforms, sales declined. Although discontinued, Imperial still has fans; some believe Chrysler should bring it back as a modern American luxury alternative.
3. Packard
Once more prestigious than Cadillac, Packard was a symbol of American luxury from its founding in 1899 until its demise in 1958. Known for elegant styling, top-quality engineering, and powerful engines, Packard sedans were favored by presidents and royalty. After WWII, the brand struggled to keep up with competitors backed by larger corporate structures.
It merged with Studebaker in 1953 to survive, but the resulting cars lacked the brand’s former prestige. The last Packards were rebadged Studebakers, a sad end to a once-great name. Though attempts were made to revive it, Packard remains a memory of bygone elegance.
4. Duesenberg
Duesenberg, active from 1913 to 1937, built some of America’s most iconic luxury cars. The brand combined bespoke styling with high performance, introducing advanced straight-eight engines and even supercharging technology. The 1930 SSJ produced 320 hp—unheard of at the time. Duesenbergs were the favorites of Hollywood stars and wealthy elites, symbolizing wealth and power.
Despite its racing pedigree and engineering innovation, the Great Depression crippled sales, and the company folded. Though long gone, its legacy lives on. Many enthusiasts dream of a revival, comparing its potential to Bugatti’s comeback. The name “Duesy” still represents something truly extraordinary.
5. Pierce-Arrow
Founded in 1901, Pierce-Arrow became one of America’s premier luxury automakers, known for its flowing lines, artistic designs, and unique fender-mounted headlights. Based in Buffalo, NY, it appealed to celebrities, musicians, and international buyers with its craftsmanship and bold styling. Competing with Packard, Cadillac, and Duesenberg, Pierce-Arrow earned its place in the luxury car world.
However, like many independents, Pierce-Arrow couldn’t survive the economic collapse of the Great Depression, and production ceased in 1938. Despite its relatively short run, Pierce-Arrow remains an essential name in automotive history, remembered for pushing design boundaries and representing the creative spirit of early American luxury.
6. Auburn
Auburn began as a modest automaker in Indiana but transformed into a high-style premium brand under Errett Lobban Cord’s leadership in the 1920s. Known for elegant, high-performance cars, Auburn offered straight-eight engines and eye-catching designs. Its crowning achievement was the 1935 Auburn 851 Speedster, which featured a 4.5-liter engine and optional supercharger.
Despite the car’s appeal, the Depression era wasn’t kind to flashy brands. Auburn tried to keep pace with Cadillac but couldn’t match its resources or market reach. By 1937, production ended. Auburn’s brief but dazzling legacy lives on through collectors and design historians who admire its bold flair.
7. Stutz
Founded in 1911 in Indianapolis, Stutz built a reputation for performance and luxury. The Bearcat model, derived from racing roots, was considered one of America’s first sports cars. Stutz innovated with advanced engines, including 32-valve heads, and set speed records in the 1920s. Its high-quality builds and racetrack success made it desirable among wealthy drivers. However, sales didn’t match the reputation, and the brand ceased operations in 1935.
A revival in 1968 introduced retro-styled Stutz vehicles, but they remained niche curiosities. Despite its eventual disappearance, the Stutz name still evokes early motorsport glamour and American ingenuity.
8. LaSalle
General Motors introduced LaSalle in 1927 to bridge the gap between Cadillac and more affordable Buick and Oldsmobile models. Designed and marketed under Cadillac’s supervision, LaSalle offered much of the Cadillac prestige at a lower price, gaining a solid following. Known for attractive styling and decent performance, it was a brilliant strategy during its early years.
However, by the late 1940s, GM decided the brand overlapped too closely with Cadillac’s lower-end offerings. LaSalle was discontinued in 1940, and although the name appeared on a few concept cars afterward, it never returned to production. Its legacy remains understated but respected.
9. Marmon
The Marmon Motor Car Company, founded in 1902 in Indianapolis, earned fame for innovation and speed. It pioneered multi-cylinder engines well before competitors, including V2s, V4s, and eventually V8s. Marmon’s biggest claim to fame came in 1911 when its Wasp won the first-ever Indianapolis 500.
Despite success in racing and luxury markets, Marmon couldn’t maintain momentum against better-funded rivals. Its attempt to regain status with a V16 engine failed to turn the tide. In 1933, the company closed. Though less known today, Marmon’s contributions to early automotive engineering and racing remain historically significant.
10. Continental
Continental was Ford’s second failed attempt at launching a premium brand after Edsel. Established in the mid-1950s, the Continental Division was intended to sit above Lincoln in the Ford hierarchy. Its only real offering was the Continental Mark II, produced from 1956 to 1957. It was a beautifully crafted, hand-assembled, and costly car, comparable in price to a Rolls-Royce.
While critically acclaimed, it was unprofitable, leading Ford to fold the division quickly. Later, the Mark series continued under the Lincoln name, but the standalone brand vanished. The original Continental Mark II remains a beloved symbol of mid-century American luxury done right.