Divco delivery trucks

The View
Through The Windshield
About Cars ... and Everything Else I See
by Joe Sherlock

Greatest Hits

Right To Your Door!
(posted 7/6/2007)

It seems hard to believe in today's world of self-service-everything (they call it "self-service" because it sounds a lot better than what it really is: "no-service"), but there was a time in America when merchants actually brought goods right to your door - free. Hucksters drove through neighborhoods in station wagons and pickup trucks, selling fresh meats, fruits and vegetables. Ice cream trucks prowled neighborhoods on hot summer afternoons. Milk and bakery goods were delivered early each morning in Divco delivery trucks.

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Divco trucks were first produced in 1926 by the Detroit Industrial Vehicle Company. In 1938, they introduced the Model U which featured the familiar sloping nose, folding doors and stand and stand-up driving position. The U was Divco's most popular offering and continued with only minor design changes until the firm went out of business in 1986. It rode on a 100 inch wheelbase for making tight turns and was powered by a 4-cylinder Continental engine. Top speed was 46 mph. Unit sales peaked in 1948.

Divco became a victim of a changing culture. Its best sales year was 1948, when 6,385 of the little trucks rolled out of the Warren, Michigan plant. No wonder they made so many: in 1948, per capita consumption of dairy products was 400 pounds per year and 80% of all milk produced was home-delivered. By the mid-1960s, home delivery had dropped to under 30% of all milk sales and per-capita consumption of dairy products had dropped to 300 pounds per year. Home delivery of bread and other bakery products had fallen by a similar percentage. The age of the supermarket doomed these little purpose-built trucks. By the time Divco went under, annual per-capita consumption of dairy products was down to 220 pounds. There is a club for Divco enthusiasts.

I have a 1:43 scale model of a 'Dugan's Bakery' Divco placed on my O-gauge train layout (go here and scroll down to the 'White Castle' photo). When I was growing up in Philadelphia, Dugan's delivered bread and baked goods to our home in one of their black and cream Divco Model U's. The company's slogan was 'Bakers for the home since 1878'.

Remember When: In 1948, the Berlin Airlift delivers food and supplies in defiance of the Russian blockade. Truman defeats Dewey in a Presidential upset. Israel becomes an independent nation. The Honda Motor Company is founded. New products include V-8 Juice, Nestle's Quik, Pepsi-Cola in cans and 33 rpm and 45 rpm records. UAW autoworkers are paid $1.60 per hour; a new Ford costs $1,236. The 100 millionth American car is produced. New TV shows include Ed Sullivan's Toast of the Town, Candid Camera, Kukla, Fran and Ollie, The Perry Como Show and The Milton Berle Show. Deaths include M. Gandhi, Orville Wright and Babe Ruth. The Cleveland Indians win the World Series.

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Disclaimer

The facts presented in this blog are based on my best guesses and my substantially faulty geezer memory. The opinions expressed herein are strictly those of the author and are protected by the U.S. Constitution. Probably.

Spelling, punctuation and syntax errors are cheerfully repaired when I find them; grudgingly fixed when you do.

If I have slandered any brands of automobiles, either expressly or inadvertently, they're most likely crap cars and deserve it. Automobile manufacturers should be aware that they always have the option of giving me free cars to try and change my mind.

If I have slandered any people or corporations in this blog, either expressly or inadvertently, they should buy me strong drinks (and an expensive meal) and try to prove to me that they're not the jerks I've portrayed them to be. If you're buying, I'm willing to listen.

Don't be shy - try a bribe. It might help.

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