Chevrolet Master DeLuxe - 1938
The 1938 Chevrolet Master and Master DeLuxe did get a smart new grille designed by Franklin Q. Hershey, a recent arrival from Pontiac. It featured horizontal, rather than vertical bars. Otherwise, styling was unchanged.
The engine was fitted with heavier valve springs, and the rear tread was widened by two inches, presumably for greater stability.
Once again, the Chevrolet Master and Master DeLuxe offered 12 models, six in the Master series and six in the Master DeLuxe. Coach and sedan sales very nearly fell off the charts, as buyers defected to the Town Sedan and Sport Sedan models, both offering the convenience of built-in trunks for just a few extra dollars.
Prices were raised by as much as 41/2 percent, which may have been a tactical error; the nation's economy was in the grip of a severe recession and sales plummeted by about 43.5 percent. Even so, Chevrolet was able to increase its lead over Ford.