Detroit of the West – Oakland California

Detroit of the West – Oakland California

A bit of history of the automotive industry in Oakland from 1911 to the mid-1960s. This is just a bit of history, as I have spent way too much time on this one post and need to get to work and finish the other 28 posts I have in draft form.

Be sure to check both pages of this post.


In 1913, automobile registrations in California reached 100,000. In 2021, California was the federal state with the highest number of motor vehicle registrations in the United States, with 14,268,528.

Detriot of the West

In 1915 General Motors (G.M.) introduced the Chevrolet Series 490 sedan, selling for $490. The demand for this car was strong all over the country.

After surveying the coast, the leaders of G.M. decided Oakland was the logical place to build a new plant.

Oakland Tribune February 26, 1936

Oakland was ideal, with facilities for Southern Pacific, Santa Fe, and Western Pacific railroads and deep-water ports.

In 1916 G.M. opened a Chevrolet Assembly Plant at 69th and Foothill Blvd. 

A large Fisher Body plant came next adjacent to the Chevrolet plant. Then the Buick Motor Company, Olds Motor Works, and Pontiac Motor Car Company opened warehousing facilities.

Oakland Tribune November 13, 1938

A-C, Delco, United Motors, and tire and truck companies added plants, factories, and warehouses.

California Motor Car Company

Oakland’s first automobile manufacturer and the city’s first city’s most short-lived motor-car maker, opening in May 1911, the California Motor Car Company was housed in a two-story concrete building built in 1908 for the California Cotton Mills and located on the east side of High Street at the corner of San Leandro Blvd.

Oakland Tribune May 25, 1911

The owners, Walter Sachs (president) and A.J. Schram, proudly proclaimed that Oakland was to have 

“the only large automobile manufacturing on the Pacific Coast.”

The first car, the Pacific Special, was ready to be tested in 1912.

Oakland Tribune June 1912

By 1914 the company was bought out by Cole California Car Company, and by 1915 the “Pacific Special” was no longer made.

More Info:

Chevrolet Assembly Plant

Oakland Tribune June 4, 1916

In 1916, Chevrolet opened the auto industry’s first West Coast assembly plant in Oakland in Elmhurst.

Breaking ground for the Chevrolet factory, 69th Avenue, and Foothill Boulevard in Oakland, California. Oakland Public Library, Oakland History Room.

According to the Oakland Tribune, the plant was built in 90 days. A crew of twenty men poured 7,000 yards of cement in forty-six days.

Photos by Cheney Photo Advertising

Chevrolet Motors became a division of General Motors in 1918. In 1923 plant expanded to include Fisher Body Division.

Production of the Chevrolet Series 490 began on September 23, 1916.

S.F. Examiner November 23, 1954

During the first year (1917) of full production, the plant assembled 10,089 cars.

Payday at the Chevrolet Plant November 24, 1919 – Photo by Cheney Photo Advertising

By 1923 the original plant had been enlarged three times, increasing the workforce to 1,300.

Oakland Tribune October 23, 1927

Real Estate

Real Estate developers used the erection of the plant to their advantage. They advertised that you live close to your job at the plant. One development was named “Chevrolet Park. Melrose Highlands announced the “working man home.”

Oakland Tribune October 19, 1916

During World War II, the plant stopped the production of automobiles for commercial use and contributed to the war effort by producing mutations. When commercial manufacturing resumed, Chevrolet’s most well-known vehicles during the 1950s were built at the plant.

50 millionth General Motors Car 

In November 1954, General Motors celebrated the fifty million passenger car by making a solid gold 1955 Chevrolet Bel Air. In Oakland, they celebrated by giving public tours of the assembly and truck plants.

S.F. Examiner November 23, 1954

Plant Closes

In 1963 the plant closed and moved its operations to Fremont, CA.

Before the factory closed and moved to Fremont in 1963, more than 4 million Chevys rolled off the assembly line.

In 1965 the old factory was demolished to make room for the 13 million-dollar Eastmont Mall.

More Info:

Fageol Motors Company

“Fageol Signs Up For New Factory”

The Fageol Motors Company of Oakland bought four acres of land between Foothill and Hollywood Boulevards (now MacArthur Blvd) and 107th Avenue to build an auto and truck plant. 

The exterior of Fageol Motors Company plant, Iveywood Development in Oakland, California Cheney Photo Advertising Company. Oakland Public Library, Oakland History Room.

GROUND BROKEN FOR FAGEOL PLANT

“Oakland City Officials Join Company Heads in Celebrating Event – Trucks and Tractors to Be Built

“Factory is Welcomed To Oakland Auto Parade Celebrates Event”

Oakland Tribune June 19, 1917

Speeches were made by John L. Davie, mayor of Oakland, Frank R. Fageol, secretary and manager of the Fageol Motors Co., and Joseph H. King, president of the local Chamber of Commerce. After the groundbreaking, three short racing events entertained the large gathering of spectators. The celebration closed with a demonstration of the new Fageol tractor.

“Fageol Plane is a Mecca of Big Crowds”

Oakland Triobune June 19, 1917

The plant’s first unit was to be built immediately at Hollywood Boulevard and 107th Avenue for $100,000, with more than 15,000 square feet of floor space. The structure was made of steel and brick, and cement.

Photos by Cheney Photo Advertising

Interior of Fageol Motors Company, Hollywood Boulevard at 107th Avenue in Oakland, California. Oakland Public Library, Oakland History Room. Circa 1931

Since the founding of Fageol Motors Company, there had been a plan to build automobiles. Frank R. and William B. Fageol, with Louis H. Bill, built and marketed what was to be the most expensive luxury car of the time using the Hall-Scott aircraft engine. Marketed as the “Fageol Four Passenger Touring Speedster,” only three were known to have been produced before the government took over the engine manufacturing plant to build war planes, ending production.From Wikipedia

The factory produced trucks and tractors; in 1921, Fageol became the first company to build a bus from the ground up.

Oakland Tribune June 1996

In 1938 the factory was bought by T.A. Peterman.

“On a 1938 business trip in San Francisco, Peterman learned that Fageol Truck and Motor Company was to be sold. Seeking an opportunity to expand into new vehicle production, he acquired Fageol from Sterling Motor Company for $50,000, receiving the 13.5-acre Fageol plant in Oakland, California, its tooling, and parts inventory; the purchase was completed in 1939″

Wikipedia

Peterman died in 1945, and the business was sold in 1947 to a group of Peterbilt executives. His wife, Ida Peterman, retains ownership of the land.

In 1960 site was sold to the Draper Companies of San Francisco for the development of a $2,500,000 shopping center to be known as Foothill Square. Peterbilt moved to a new factory in Newark, CA.

More Info:

I am not sure if the factory was on land that was 4 acres or 13.5 acres. I bet they purchased more land later, bringing the total from 4 to 13.5.

Durant Motors

In 1921 William Durant started Durant Motors, and a year later, opened a 20-acre, 300,000-square foot plant in Oakland along East 14th between 107th and 109th.

The site included a spur (an extension of the Stonehurst branch) built by Southern Pacific. They laid two miles of track on the factory grounds.

Oakland Tribune December 4, 1921

The chassis was assembled on the first floor, and bodywork was done on the second floor. When the completed chassis arrived at the end of the assembly line, the completed body was lowered on it.

The Oakland plant assembled Durant Model Fours and Sixes and later the economical Star Car.

Durant Motors operated until 1931 when it was renamed De-Vuax-Hall Motors. In 1936 the facilities were sold to General Motors, becoming Chevrolet Trucks, General Motors Truck, and Coach Division.

Later the plant was used as a regional parts warehouse.’

In the 1980s, two wings of the plant were converted into a marketplace bazaar called Durant Center (Durant Square Mall.)

Today

More Info:

Willys-Overland Pacific Company

The Willys-Overland Pacific Company opened a new distributing plant at East 14th (now International Blvd) and 57th Avenue (5625) in November 1925.

Oakland Tribune November 22, 1925

In 1929 the company introduced the new Whippet Sedan four and six models.

Oakland Tribune
The Factory Today – Google Maps 5901 International Blvd.

More Info:

High Street Park Homes

In early 1926 J.B. Peepin announced that his company would be building approximately thirty-one in the High Street Park Tract on Culver Street.  Prices averaged $5950 for five rooms, with a down payment of only 10% and 1% of the balance.

Oakland Tribune Nov 14, 1926

Peepin was already well known in Oakland and San Leandro as a builder of Bungalows. 

Living rooms have studio ceilings, and the newest wall treatments. Hooded fireplaces, in latest designs. Each house has a breakfast room, with a hand decorated breakfast set, included in the purchased price.”

Oakland Tribune July 26, 1926

Charming hand stenciled kitchens, with linoleums, and every built-in convenience including kitchen cabinets and refrigerators.”

Oakland Tribune July 26, 1926
Oakland Tribune Aug 22, 1926

Gardens are laid out to suit each home, with lawns, shrubs, patio entrances and fish ponds.”

Oakland Tribune July 26, 1926

Casa Linda

  • 4100 Culver Street
  • Built 1926
  • Price $5950-$6200

Casa Linda opened on July 18, 1926. The home was entirely furnished by Montgomery Wards & Company.

Oakland Tribune 1926

The Home Beautiful”

Oakland Tribune July 18, 1926

Casa Linda, as the name implies is an unusually beautiful Spanish home, and embodies in its design and ornamentation new and pleasing innovations by our architectural service.   Oakland Tribune July 18, 1926

Orange was the kitchen tile color, the hand-decorated furniture, and wall-paper in the breakfast room. Spanish galleons are the motif of parchment shades.

Oakland Tribune July 18, 1926

 The exterior of “Casa Linda” was enhanced by the patio entrance with stepping stones and a fish pond.

Casa Palomar or Palomares

  • 4150 Culver Street
  • Built 1926
  • Price $5950-$6200

Opened in September of 1926 and was furnished by Montgomery Wards and Company.

Oakland Tribune Sept 19, 1926
Oakland Tribune Oct 17, 1926
4150 Culver Street – Google maps

Casa Novia

  • 4157 Culver Street
  • Built 1926
  • Price $5950-$6200

Casa Novia opened to the public on December 5, 1926 it was furnished by Lachman Brothers of San Francisco.

Display Home Is Especially Designed for Newly-Weds, Builder Says”

Oakland Tribune Dec 5, 1926
Oakland Tribune Dec 5, 1926

An arched doorway opens into the front hall affording a glimpse of a large living room with arched windows. The dining room and breakfast room are separated by columns and the kitchen is decorated with orange tiles.

Sold in 2020

In August of 2020 “Casa Novia” was put on the market for $789,000 and sold for $820,000 in October of 2020.

Culver House

  • 4132 Culver Street
  • Built 1927
  • Price $6250

The furnished home went on display on April 24, 1927.  

Oakland Tribune May 1, 1927

Large rooms, with plenty of sunshine make this home appeal to the housewife.”

Oakland Tribune Apr 24, 1927
Oakland Tribune April 1927

Sold in 2020

The was listed for $889,000 in November of 2020 and sold for $955,000 in December.

Villa Romancia

  • 4145 Culver Street
  • Built 1927
  • Price $6775

Villa Romancia opened to the public in January of 1927.

Oakland Tribune 16, 1927

“Castles in Sunny Spain”

ROMANCE! MYSTERY! That is what you think of when you see Villa Romanica.”

Oakland Tribune Feb 13, 1927
Oakland Tribune 1927

Open House 2021

In January of 1921 Villa Romancia is for sale. The listed price is $699,000. An open house was held on January 3, 2021.

Culver Street Homes

Oakland Tribune Aug 21, 1927

List of Model Homes:

  • 4100 Culver Street – Casa Linda
  • 4132 Culver Street – Culver House
  • 4145 Culver Street – Villa Romancia
  • 4150 Culver Street – Casa Palomar
  • 4157 Culver Street – Casa Novia

More Info:

  • 4157 Culver Street – website
  • The Bungalow Book By J.B. Peppin – flickr

The End

Ostrich Farm in Oakland

Ostrich farming was promoted as a sound investment over a century ago.
The farms, well documented on postcards, and were tourist attractions.

Ostriches were brought to the United States in the early 1880s from Africa. In the wild, they lived in warm, dry climates. Southern California seemed to have conditions similar to their natural African environment. By the late 1890s, there were eight locations in Los Angeles, Orange, and San Deigo counties.

The popularity of feathers in women’s fashion made raising the birds an attractive investment.

Farm in Oakland 

In the fall of 1907, San Francisco newspapers ran an ad campaign for stock investment in an ostrich farm in Oakland. 

In July of 1908, W.H.” Harvey” Bentley of the Bentley Ostrich Farm in San Diego County announced the opening of a branch in the Elmhurst District (sometimes Fruitvale) of Oakland at East 14th and High Street.

Bentley Ostrich Farm East 14th (now International Blvd) and High Streets Oakland, California
Photographer: Cheney Photo Advertising Company c 1913

It opened on August 30th of 1908. It featured birds named Mr. and Mrs “George Dewey” (Admiral at the battle of Manila Bay) and the other Spanish American War hero from the Cuba campaign, “Fighting Bob” Evans commander of the Great White Fleet.

Forty-six birds compromised the original herd.

Could this be George or Bob?

In 1910 it was announced that the addition of a factory to their local salesroom and yards. Which meant the hats were made in Oakland and not San Diego. For the years 1907 to 1911, ostrich plumage on women’s hats was at its peak and all the rage.

Bentley Ostrich Farm East 14th (now International Blvd) and High Streets Oakland, California
Photographer: Cheney Photo Advertising Company c 1911

New Name

In January of 1912, the owner of the Bently Ostrich Farm, was killed in an auto accident near the San Diego farm.

Oakland Tribune Sep 21, 1913

His son sold the farm to a group of Oakland investors.

View of main entrance to the Golden State Ostrich Farm;
Souvenir Publishing Co 1915

The name was changed to Golden State Ostrich Farm in 1913.

;

The farm had spacious ground floor offices and salesroom. In the sales there was a magnificent display of plumes in all sizes, prices and colors.

Title: Salesroom and office [picture] : Golden State Ostrich Farm, East 14th and High streets 1910
Collection: Selections from the Collections of the Oakland History Room and the Maps Division of the Oakland Public Library
Date of access: May 31 2020 10:32
Permalink: https://calisphere.org/item/ark:/13030/kt0p3022h1/

With the coming of World War I, as American and European women entered the workforce, utilitarian clothing replaced the flamboyant fashions of the early 1900s. Broader hats were pinned up with a broach or artificial flower.

Oakland Tribune 1909

Plucking is Painless”

Oakland Tribune May 01, 1952

The bird is shoved into a corner by several men. A hood is placed over the birds head. The plume is cut leaving about an inch of quill in the flesh. The quill would soon fall out.

Bankruptcy

Golden State Ostrich Farm in Oakland filed for bankruptcy in early 1915. 

“Whole Ostrich for the Price of a Feather”

 The press announcement said it was now cheaper to buy the entire ostrich than the amount once paid for the feathers to adorn a hat.

The ostrich farms in northern California had all but failed by 1915. The “industry” had a brief heyday, and in the end, defeat by war and a significant fashion change in hats.

The End

The Fremont Tract

Oakland Tribune

The Fremont Tract opened in 1911.  The tract is located at the intersection of MacArthur and High Street with frontage on MacArthur, High, Masterson, Quigley and Porter Streets. The Realty Syndicate handled the sales.

“The tract is near Mills College and commands a beautiful view of the hills.”

Every lot in the Fremont Tract was a full 35-front -foot lot. The prices ranged from $10 to $18 a front foot – the terms from $35 to $85 for the first payment. The balance paid at $5 or $10 per month.

Oakland Tribune Aug 1912

“Natural beauty and delightful surroundings, combined with even temperature, make this a delightful spot to build a home and enjoy living every day in the year. Every lot is high and well-drained.

The eastern side of Quigley Street is now the High Street freeway exit, and Redding Street is part of the freeway.

Photo by Cheney Photo Advertising c. 1911
‘The Collection of Ed Clausen’.
Oakland Tribune Aug 1912
Oakland Tribune Aug 1912

This photo was most likely taken from the hill behind the present-day Walgreens on High and Redding Streets.

Photo by Cheney Photo Advertising c. 1911
‘The Collection of Ed Clausen’.
  1. 3315 Vale Street
  2. 3333 Vale Street
  3. St. Lawrence O’Toole
  4. Location of Walgreens today
  5. Freeway exit ramp
  6. Macarthur Blvd and High Street
  7. Masterson Street
  8. Laurel School

Kanning Street is now Masterson Street, and Franklin Avenue is now 39th Avenue, and Hopkins Street is now MacArthur Blvd.

Photo by Cheney Photo Advertising c. 1911
‘The Collection of Ed Clausen’.
  1. 3651 39th Avenue
  2. 4026 Masterson
  3. Laurel School
  4. 3625 Patterson Avenue
  5. 3840 MacArthur Blvd

St. Lawrence O’Toole

Oakland Tribune Aug 1912
Photo by Cheney Photo Advertising c. 1911
‘The Collection of Ed Clausen’.
Oakland Tribune Aug 1912

St. Lawrence O’Toole Catholic Church at the corner of Porter and High Street opened in 1911, in time for Christmas Eve Mass. The church was dedicated on August 25, 1912.

Photo by Cheney Photo Advertising c. 1911
‘The Collection of Ed Clausen’.
Photo by Cheney Photo Advertising c. 1911
‘The Collection of Ed Clausen’.

In March of 1956, the Diocese of Oakland broke ground for a new church just three blocks up High Street. They held the first mass on Thanksgiving Day in 1957.

More Info:

Oakland’s Laurel District

https://evanosky.info/

History is All Around Us

The End

Allendale Terrace

Allendale Terrace is a group of twenty-seven homes built east of High Street on Allendale Avenue. They were built and sold by K.A. Johnson.

Fifteen homes were ready for inspection in 1930. The area is most likely is considered Maxwell Park.

Oakland Tribune May 11, 1930

Twenty -seven unusually beautiful English designed homes. Five, six, and seven rooms, basements, furnaces, water heaters, and laundry rooms. Close to new schools.

All basements are sufficiently large to provide space for a social hall. The five-room homes can be converted to six-room homes by completing another room upstairs, the stairways are already built.

Oakland Tribune May 1930
Oakland Tribune May 1930

The homes of Allendale Terrace

Oakland Tribune Jun 1930
4808 Allendale – Today
Oakland Tribune Jun 1930
4722 Allendale Ave Today – Google Maps
Oakland Tribune Feb 1930
Oakland Tribune Mar 1930
4507 Allendale Today – Google Maps
4501 Allendale Ave -today

The End