Cadillac’s World War II Iconic Advertisements

Jan 25, 2023 | 1940s, Advertisement, Illustration, WWII

An M24 Tank in a Cadillac 1945 ad. Artwork by Artworks are by James Bingham

Cadillac Goes to War.


World War II Cadillac advertisements are among the most iconic of thousands published in the USA.

On January 16, 1942, 39 days after Pearl Harbor, President Roosevelt, with an executive order, created the War Production Board (WPB) to convert peacetime industrial production to meet the needs of the war, along with setting priorities and prohibiting the manufacture of non-essential goods.

Only 55 days after automobile production ended, Cadillac delivered the first tank. Just 17 days later, the second was shipped. Production was beginning to roll and soon to become a flood. 

Cadillac WWII Ad. Pay-off for Pearl Harbor ! Aircrafits with Allison Engines. Art by John Vickery. Life, November 6, 1944

Pay-off for Pearl Harbor!
Artwork by John Vickery.
Life, November 6, 1944

A P-38 Lockheed Lightning Aircraft bombing Japan. The P-38 was powered by twin General Motors Allison engines, several parts of which were built by Cadillac.

Excerpt from the ad’s text.
“Three years ago, the sneak attack on Pearl Harbor found America unprepared to defend its rights. Yet, even at that early date, Cadillac was in its third year of building aircraft engine parts for military use.

Cadillac World War II Production.


From 1942 to 1945, Cadillac produced 10,670 Tanks and Armored Vehicles, including 5000 M5 and M5A1 Light Tanks, 3,592 M24 Light Tanks, 1,778 M8 77mm Howitzer Motor Carriages, and 300 M19 Twin 40mm Gun Motor Carriages.

Additionally, for the Allison V-12 engine powering several aircraft, Cadillac produced several parts, including crankshafts, camshafts, connecting rods, super-charger gears, impellers, and other component units. — Source

Cadillac WWII Ad. Peacetime Power with a Wartime Job ! The M-5 Light Tank. Life, March 19, 1945

Peacetime Power with a Wartime Job! Life, March 19 1945 When Cadillac discontinued motor car production, its engine assembly line continued to roll. For the famous Cadillac V-type engine, and Hydra-Matic transmission, had been adapted to war. This Cadillac “power-train” was first used in the M-5, a light tank designed by Cadillac under the direction of Army Ordnance technicians. Thousands of these tanks—as well as its companion, the M-8 Howitzer Motor Carriage—were produced by Cadillac, and are fighting in battles all over the world.

The M5 and M5A1 light tanks.


The M5 light tank, later replaced by an improved version, the M5A1, was used for armed reconnaissance, duties, and supporting infantry actions. It was produced by Cadillac and Massey Harris from 1942 to 1944 in 5,000 units.

The M5 was powered by two Cadillac V-8 Engines developing 110hp each with a Twin Hydramatic transmission system. The armament was a main 37mm gun, three machine guns, and a smoke mortar. — Source

An excerpt from the ad’s body:
The M-5 incorporates all that is latest and best in light tank practice plus two innovations from Cadillac peace-time engineering. This accounts for its high speed and great maneuverability. Likewise entrusted to us are more than 170 vital parts manufactured to extremely close tolerances for America’s foremost liquid-cooled aircraft engine.

OUTMANEUVERED at every turn by the harrying tactics of a squadron of high-speed American M-5 light tanks, this formidable Nazi Mark IV tank has been immobilized by a well-placed hit in its vital mechanism. The M-5 incorporates all that is latest and best in light tank practice plus two innovations from Cadillac peace-time engineering. This accounts for its high speed and great maneuverability. Likewise entrusted to us are more than 170 vital parts manufactured to extremely close tolerances for America's foremost liquid-cooled aircraft engine.

Making its mark.. on a Nazi Mark IV
Art by Walter Richmonds.
Life, August 30, 1943


OUTMANEUVERED at every turn by the harrying tactics of a squadron of high-speed American M-5 light tanks, this formidable Nazi Mark IV tank has been immobilized by a well-placed hit in its vital mechanism.

Note: its properties and gun system didn’t allow it to compete with heavier German Panzers.

The M8 77mm Howitzer Motor Carriage.


Utilizing a Cadillac-built tank chassis—powered by two Cadillac V-type engines with Hydra-Matic transmissions—this M-8 Howitzer gives demolition artillery a degree of mobility it has never known before.

The M-8 is not only fast—it is highly maneuverable as well. This is one of the weapons Cadillac has built for the Allied arsenal. Cadillac also helped to design the M-5 light tank—and produced it in quantity. — Read More

Cadillac WWII Ad. Cannon on a rampage ... at 30 miles an hour! A Cadillac-built tank chassis powered by two Cadillac V-type engines. Art by James Bingham. Life, September 18, 1944

Cannon on a rampage … at 30 miles an hour!
Artwork by James Bingham.
Life, September 18, 1944

Here’s a picture of something that the enemy doesn’t like! It’s a 75-millimeter cannon—roaring along at thirty miles an hour—maneuvering for position from which to pour its high-explosive shells on a moving target.

The Cadillac M24 Light Tank.


The Light Tank, M24, was an improved version of the popular M5 light tank, which was replaced in 1944. It was produced by Cadillac and Massey Harris in 3,592 units and was used for armed reconnaissance, duties, and supporting infantry actions.

The M24 was powered by two Cadillac V-type engines developing 110hp each, driving through Cadillac Hydra-Matic transmissions. The armament was a main 75mm gun, three machine guns, and a smoke mortar— Read More

Cadillac WWII Ad. Preview of Cadillac Power. M-24 Tank. Life, February 12, 1945

Preview of Cadillac Power!
Life, February 12, 1945

If you were to watch the new M-24 wide-tread tank in action—watch it tear its way through heartbreaking mud and over all kinds of difficult terrain—you would surely conclude that it had some specially-designed, heavy-duty motive power.

But like its predecessors—the M-5 light tank and the M-8 Howitzer Motor Carriage —this new Cadillac-built weapon is powered by two Cadillac V-type engines, driving through Cadillac Hydra-Matic transmissions.

Fundamentally, these are the same famous engines and transmissions that had piled up millions of miles of service in passenger cars long before Cadillac and U. S. Army Ordnance Engineers adapted them to tank design. However, they have been vastly improved as a result of their hard usage on the battlefield.
We doubt whether any other power units originally designed for passenger car use have ever been put to such a grueling test. We feel sure they will prove a revelation when peace returns.

Cadillac WWI Ad. Imprint of Cadillac Power with the M24 Tank. Art by John Vickery Fortune, May 1945

Imprint of Cadillac Power! Fortune Magazine, May 1945 Deep in German mud, this M-24 has left its imprint of Cadillac power. For, like more than 10,000 tanks that have gone before it, the M-24 is powered by two Cadillac V-type engines, driving through two Cadillac Hydra-Matic transmissions.

The Cadillac V-type, 8-cylinder engine.


All Tanks and Armoured Vehicles produced by Cadillac were powered by Twin V-8 engines developing 110hp each with a Twin Hydramatic transmission system.

An excerpt from the ad’s body:
As a result, the Cadillac V-type engine has been carried to a remarkable state of perfection. Prior to the war, it was made available with the Cadillac Hydra-Matic Transmission.
Cadillac engines and transmissions have been installed in more than ten thousand Cadillac-built tanks—two units for each tank. They have won the highest distinction for performance and dependability on fighting fronts. Improvement, of course, has gone consistently ahead. As a result, the Cadillac “power train” is now an even greater unit than when it went to war.

Cadillac WWII Ad. Famous in Peace-Distinguished in Battle! TheV-type , 8-cylinder. Art by John Vickery. Life, June 4, 1945

Famous in Peace -Distinguished in Battle!
Life, June 4, 1945

More than thirty years ago, Cadillac built the first V-type, 8-cylinder automotive power plant ever produced in this country.

Throughout all these years, Cadillac has held to this principle of engine design. Consequently, our research and engineering have been concentrated on improvement and development—rather than on experimentation as to basic engine types.


The rhythmic roar of the P-38 tells more eloquently than words of the superb fighting qualities built into its two perfectly synchronized engines. Foremost of the American-designed and built liquid-cooled aircraft engines is the Allison, which powers several of our top fighter craft and for which we at Cadillac produce vital precision assemblies.

Thus with every Cadillac V-8 engine produced today, Cadillac literally contributes its own V to Victory. Cadillac pioneered the V-type engine 29 years ago and has continuously developed and improved it ever since.
This uninterrupted application of traditional Cadillac precision craftsmanship has naturally brought it to a high state of perfection—and, by virtue of its inherent simplicity, ruggedness, great power, and compactness of design, made it ideally adapted to the responsible task as a tank power plant.

The Cadillac-built M-5 tank has made its name on several fronts. It is widely hailed as the best and most versatile of light tanks, with speed and maneuverability unmatched by any other full-tracked vehicle. Building the M-5 is only one of our wartime assignments.

WWII Ad.Cadillac's Own V for Victory with the V-type Engine. Art by John Vickery. Life, November 15, 1943

Cadillac’s Own V for Victory
Artwork by John Vickery.
Life, October 18, 1943


The fundamental soundness of the Cadillac V-type engine, that made it outstanding in the automotive world, was an important factor in its adaptation to the M-5 light tank by Cadillac and Army Ordnance Engineers.

Cadillac/Allison Engine powering Lockheed aircraft.


Cadillac produced several parts for the Allison V-12 engine powering several aircraft, including crankshafts, camshafts, connecting rods, super-charger gears, impellers, and other component units.

The Cadillac/Allison engine powered the following aircraft.
P-38 Lockheed Lightning: a fast-climbing, twin-engined, twin-fuselage aircraft. Germans referred to the ‘plane as the fork-tailed devil.
P-39 Lockheed Airacobra: a speedy low-altitude fighter.
P-40 Lockheed Warhawk: favorite plane of the Flying Tigers, a daring crew of WW2 fighter pilots under General Claire Chennault.— Source

Cadillac WWII Ad. Craftsmanship is still our stock in trade, with Lockheed P38 Aircraft. Art by John Vickery. Life, October 18, 1943

Craftsmanship is still our stock in trade
Life, October 18, 1943

Artwork by John Vickery, an Australian illustrator who moved to New York in 1935.

P-38 Lockheed Lightning: A 400 mph, fast-climbing, twin-engined fighter plane, the rudders of which inspired the first fish-tail fins on the 1948 Cadillac. Germans referred to the ‘plane as the fork-tailed devil. The plane was powered by twin General Motors Allison engines, several parts of which were built by Cadillac.

The rhythmic roar of the P-38 tells more eloquently than words of the superb fighting qualities built into its two perfectly synchronized engines. Foremost of the American-designed and built liquid-cooled aircraft engines is the Allison, which powers several of our top fighter craft and for which we at Cadillac produce vital precision assemblies.

It was natural that Cadillac should be entrusted with this war production assignment because, for forty years, Cadillac has exemplified the ultimate in craftsmanship and precision.

Cadillac WWII Ad. We've put 44 million man-hours in the air! with parts for the Allison Engine. Art by John Vickery. Life, February 14, 1944

We’ve put 44 million man-hours in the air! Artwork by John Vickery. Life, February 14, 1944 In March of 1939—nearly three years before Pearl Harbor—Cadillac, working in cooperation with the Army Air Forces, accepted its original arms assignment. It called for volume production of vital precision parts and assemblies for the Allison, America’s first and foremost aviation engine of liquid-cooled design.

Thus, when America launched its aircraft production program “to blacken the sky with planes,” Cadillac was well qualified to meet the requirements of Army Air Force technicians. The tremendous new demands made us ready—with experience, equipment, methods, and skills developed by 40 years of adherence to the principle—”Craftsmanship A Creed—Accuracy A Law.”

Cadillac is proud that its background of experience has enabled it to accept so important an assignment in such a vital division of America’s armament program. It has enabled us to apply 44 million man-hours in the production of these vital parts—all to the rigid specifications of one of the most exacting buyers in the world—the U. S. Army Air Forces.

Cadillac WWII Ad. Stalkers of Hidden Devilfish. with parts for the Allison Engine. Art by John Vickery. Life, May 1, 1944

Stalkers of Hidden Devilfish
Artwork by John Vickery.
Life, May 1, 1944

Searching for enemy submarines. Three P-40 Curtiss Warhawk of the “Flying Tigers,” a daring crew of WW2 fighter pilots under General Claire Chennault. Cadillac produced several parts for the Allison V-12 engine powering these aircraft.

“during the five years of the war, millions of Allison parts—crankshafts, camshafts, connecting rods, super-charger gears, impellers, and other component units—have “gone to war” bearing the imprint of Cadillac’s precision workmanship.”

Cadillac’s “From Peace to War” 1943 booklet.


An excerpt from the booklet:
Our country has now been actively at war for two years. We have now reached a point where the story of the important war job we at Cadillac have been doing during this period can be told. In the beginning, there were those who said our country couldn’t prepare for war in time to do any good.

That’s what Hitler thought, and the Japs, too. It is true that overnight our war needs were enormous, and the facilities for producing such goods seemed pitifully inadequate. Our own organization, along with all other American industry, was faced suddenly with the tremendous job of building instruments of warfare in place of the peacetime products we had been accustomed to making.Source

Links, credits, and copyright

In the United States, anything, published without a copyright notice between 1923 and 1977 is in the public domain and is free to use.

Works published with copyright advice in the United States until 1963 fell into the Public Domain if the copyright was not renewed with the Copyright Office during the 28th year after publication. Ads copyright virtually was never renewed and fell in the Public Domain.

It is unlikely, but not impossible that these ads’ content is not in the Public Domain in other countries.
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