Checker Motors Corporation

File:Checkermotoslogo.jpg

Checker Motors Corporation Logo used in the 1960s through 1981 when marketing its consumer vehicles, the Marathon and the Superba

Checker Motors Corporation is a Kalamazoo, Michigan based automotive subcontractor, that was once the manufacturer of the famed Checker automobile, the iconic American taxi cab. Checker was established by Morris Markin in 1922 through a merger of Commonwealth Motors and Markin Automobile Body.

Commercial vehicles

Checker is best known for its taxicab, on which it built its business and reputation. In its early years, Markin not only produced the vehicles but also ran Checker Cab, a taxi company which was in direct competition with John D. Hertz, owner of the Yellow Cab of taxi cabs.

Checker designs changed infrequently; Markin held onto certain design features long after they were discontinued by major automobile manufacturers, such as open front fenders which Markin retained into the 1940s because it saved operators the expense of repairing minor dings and dents. Taxi cab models were designated by a letter series; significant modifications in models (new major systems, etc.) were designated by a number following the model letter.

Checker's commercial vehicles were usually given letter designations instead of model names. An exception to this rule was the Checker Aerobus [1], an extended version of its cars, built on a stretch wheelbase allowing for each row of seats to have its own doors. The Aerobus was often associated with airports and train stations — vacation resorts also used Aerobuses for transporting guests to and from airports and train stations.

Consumer vehicles

From 1922 until 1959 Checker's production vehicles were built almost exclusively for the commercial livery (taxi) business, however the company would build vehicles for personal use if requested. Checker entered in to the consumer vehicle market as it saw its production of Checker Taxis decline.

Beginning in 1960, Checker introduced the Superba, its first model specifically built for the consumer market. Joining the Superba in 1962 was the Marathon, which took the place of the Superba Special.

Checker's cars were lightly marketed using campaigns that centered on its durability and unchanging style. Checker also promoted their vehicles as 200,000 mile cars at a time when most US automakers shied away from mileage promises.

With the Marathon entirely outmoded, and lacking the funds to develop a more modern vehicle, Checker Motors produced its final vehicle in 1982 after members of the Markin family decided to end automobile production rather than meet labor demands.

Checker Motors today operates as an automotive subcontractor, primarily for General Motors, building mostly body components.

Also see: Checker Taxi

References

• "The Checker Cab: In Memorium," Quintessences: the Quality of Having It (New York: Black Dog and Leventhal Publishers, 1983), Page 94.

External links

• Checker History
• The Checker Taxi Stand
• Checker Car Club of America
• The Checker Aerobus Site
• Avanti's Altman tries to save car through Checker Motors