Earle C. Anthony was the son of a Los Angeles banker and owner of the first horseless carriages in town. While attending Los Angeles High school in 1897 Earle built the first car in Los Angeles, with the unique capability of being able to go in reverse – a novelty for the time. . It was also the first car in Los Angeles to be wrecked, but fortunately Anthony was not injured and the pieces were retained. It was later restored and today is in the possession of the Petersen Auto Museum in Los Angeles (which periodically includes it in exhibits).
After graduating from UC Berkeley he became enamored of the auto industry while on a visit to Detroit. He arranged to become a Packard sales representative in Los Angeles with an allotment of a half dozen cars year. Obviously this was not enough to make a living, so Anthony, with his Father’s backing, took on other brands as well. One of these was Buick, which he later gave to a protégé, Don Lee, when Buick’s head (William C Durant) demanded that he make a choice between the two marques. Lee ultimately swapped his Buick dealership for Cadillac, becoming statewide distributor for the latter. He would also become a radio competitor of Anthony but the two remained close.
Pre WW1 Anthony and his banker father originated the concept of auto leasing as a means of spurring sales to taxi drivers, in the process triggering ligation on the proper methodology of applying sales tax in lease situations. The lawsuit results, funded by Anthony, still govern the industry to this day. The younger Anthony also helped originate the Los Angeles Auto Show, the California Auto Dealers Association and (in concert with other dealers) a chain of service stations that controlled 25% of the then emerging market for retail gas.
There was a reason for getting into gasoline distribution – quality control. Gasoline needed to meet certain standards to operate vehicles efficiently, Anthony and others were involved in a network of interurban busses built on Packard chassis, and farm owners were a primary source of car purchases, Dealer coupons could be redeemed at the service stations for routine maintenance; Anthony and his associates mandated rigorous quality standards and sold vehicles with service coupons redeemable at their stations.
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After the senior Anthony’s death Anthony and his partners faced a problem – the burgeoning fuel demand was outstripping their supply sources while some if those sources were getting into retail gas sales themselves. Seeing what was coming the sold the gasoline distribution chain to the Standard Oil Company of California. Included in the deal was the company’s trademark – the red white and blue chevron. Anthony managed the stations under a long-term contract with Standard erecting an office building caddy-corner to Anthony’s Los Angeles dealership. The trademark today is the name of the company, which has absorbed Texaco, Flying A and other brands.
in 1915 Anthony became Packard’s distributor for all of California and the other marques faded away for forty years (with a few exceptions such as the Durant brand in the early twenties and Hudson in the early thirties). Anthony initially had his own branches in around a dozen California cities with dealers in many others. After WW1 he sold all except those in Los Angeles, San Francisco and Oakland as he turned to a new interest – radio. He would be one of the founders of the National Association of Broadcasters, serving as its third President and becoming a key figure in the press/radio wars of the mid-thirties.
During the depression the Oakland dealership was sold and began handling Buicks – a synopsis with picture is here
https://www.flickr.com/photos/autoh...fcZ-T15J1s-eWcptP-4j5VmY-8gNfcG-hiQXmk-8MpwbA
San Francisco remained after the demise of Packard and began selling Mercedes Benz vehicles; the Los Angeles facility converted to Lincoln but after Anthony’s death became a processing center for Union Bank. It is now the site of the Packard lofts, here.
http://www.packardloftsla.com/