By Bill Vance
Although Prohibition ended in Ontario in 1927, beer advertising
continued to be banned in the media. Brewers sought legal ways to keep
their names in front of the public, and one of the most imaginative came
from the Labatt Brewing Company of London, Ontario: Labatt’s
“Streamliner” tractor-trailers.
In the 1930s, Labatt changed from shipping beer by rail to hauling
beer by road. Needing a new fleet of large trucks, they decided to
combine highway delivery with mobile advertising. They wanted more than
the drab, rectangular haulers then in use so they conceived the Labatt
Streamliner as a stylish rolling billboard.
Labatt turned to Count Alexis de Sakhnoffsky, a Russian-born Count
who escaped to France following the revolution. After studying art and
engineering he became art director for Belgian custom coach builder Van
den Plas. He emigrated to the United States in 1928 to style everything
from American Austins to supercharged Auburns.
Sakhnoffsky was engaged to design the Streamliner in 1935, and
ultimately designed four generations. Although all were ahead of their
time, the last one of 1947 was the most dramatic.
The cab-over-engine tractor had a beautifully curvaceous shape. The
rear of the cab swept down in a steep, unbroken line ending at fully
skirted dual wheels. The equally striking trailer complemented the cab’s
fastback shape with a roof arcing gently front to rear. Sakhoffsky’s
trade-mark central dorsal fin decorated the rear of the roof. With the
dual wheels fully enclosed the tractor-trailer unit had a smooth,
integrated appearance.
Fifteen Streamliner bodies were completed in 1937 by Smith Brothers
of Toronto out of hardwood and aluminum. Fruehauf produced the
single-axle, low-bed trailers, and White Motor Co. supplied the tractor
chassis. The futuristic Streamliner won the “Best Design” award at the
1939 New York World’s Fair.
The streamliners were the first Canadian tractor-trailers with an
anti-jack-knifing device in the fifth wheel, and the first to use air
brakes. Power came from a White “Mustang” 6.3-litre (386 cu in.),
135-horsepower six-cylinder engine driving through a five-speed
transmission.
![Motoring Memories: The Labatt Streamliners, 1937 1947 Motoring Memories: The Labatt Streamliners, 1937 1947 motoring memories classic cars](https://lh3.googleusercontent.com/blogger_img_proxy/AEn0k_vfGS0AuddxAYFsI4KtP4bDhaa6ai66hA9KEMaIcS9I1kQv_uD9LEmOtt9OmjKEXf6A_7YjSf40ewuEeYp-Lpvj701o3URjMorK_CetG9Is0DHYN4W_LghVGIkkSrVcT6x8GHhutRPFNMpEMLlyFc5nov3JfhtwYNwlQ9up=s0-d) 1948 Labatt Streamliner; photo by Bill Vance. Click image to enlarge |
The Streamliners met Labatt’s requirements for more payload and
higher speed. While typical tractor-trailers hauled five tons and
attained only 56 km/h, the Streamliners carried 8-1/2 tons and reached
80 km/h.
The Streamliner’s appearance was enhanced by a dramatic red paint
treatment decorated with genuine gold leaf script. Labatt’s Highway
Courtesy Program featured smartly uniformed drivers trained to assist in
everything from flat tires to accidents. They generated positive
publicity for Labatt on Ontario roads.
The last generation Streamliners were ordered by Labatt in 1941 but
the Second World War delayed the first roll-out until 1947. In addition
to the 10 Streamliners, there was a special order for one from Princess
Julianna of The Netherlands, who stayed in Canada during the war. She
admired the Streamliner so much she wanted one to transport her ponies!
This would be the last fleet of Streamliners. Although making a bold
styling statement, their time was passing. The bodies were expensive and
time consuming to build and the cargo capacity was becoming small by
contemporary standards. The shape was not very efficient, and the
side-opening doors precluded pallet loading. And other methods of
advertising were now available.
The Streamliners were retired in the mid-1950's, and gradually faded
from memory. Then in 1977 Joe Scott of London, Ontario, along with
Labatt, decided this piece of Canadiana should be preserved. Joe had
recently retired from the presidency of White Truck Sales in London
which serviced the Streamliners. With Labatt’s financial support, Joe
and brother Bob, a long time Labatt employee, set out to find a 1947
Streamliner for restoration.
They eventually unearthed six trailers in Ontario. One was a construction field office, and although tatty, it was restorable.
The tractor was another matter. They wrote to every White branch in
North America without success. A $500 finder’s reward generated wide
publicity, but no tractor. Joe however, for some unexplained reason, was
able to purchase a batch of fenders in The Netherlands. Perhaps
Julianna had them in reserve.
The determined Scotts finally found two 1947 White cab-over trucks
and set out to recreate the Streamliner tractor. Working from
photographs and using a computer, blueprints were developed with
accuracy within 1/32 of an inch (0.8 mm) of the original tractor’s
dimensions and shape.
Using panel beating hammers and a metal-shaping wheeling machine, the
aluminum cab was painstakingly recreated. The project was finally
completed and the authentically restored 1947 Streamliner was on the
road in 1983.
The Streamliner was honoured by appearing on a Canadian postage stamp
in 1996. Owned by Labatt, the Streamliner is a roving goodwill
ambassador that appears at fairs, exhibitions and other public events,
To the delight of everyone, its horn doesn’t just toot, it plays “How
dry I am.”
Source: autos.ca