| Joseph Moon got his start in the
buggy business in St. Louis with his brother John. After a falling
out and seeing a golden opportunity in the auto industry, Joseph
Moon incorporated the Moon Motor Car Company in 1907. With only
a few models to offer, sales took off in 1909 and the company
was poised for success. Stewart McDonald, Moon’s son-in-law
and vice president of the company, believed that “style,
comfort and color were more important than automotive engineering,”
emphasizing those features in his advertising. McDonald became
president of the company after Moon’s death in 1919.
McDonald’s insistence on keeping Moon Motor Company debt
free crippled its ability to grow. During the 1920s, orders remained
unfilled, out-of-date production methods slowed things down, and
profits dwindled. Company disputes began when Archie Andrews of
New Era Motors requested that Moon build an innovative, but expensive,
vehicle called the Ruxton. Andrews began seizing control of the
company and forcing the car into production. This devastating
argument over the production of the Ruxton weakened the leadership
of the company. The company closed in 1930, yet the financial
and legal issues Andrews left behind continued until the mid-1960s.
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1924 Moon Series "A" Touring Car
The Moon Series "A" touring car offered a balanced collection of the best parts money could buy. Rather than manufacture their own parts for the car, Moon officals sought the best components from parts manufacturers for use in their cars. Parts were supplied by companies like Lockheed, Warner, Spicer, Timken, and Delco, which allowed for innovations to be incorporated quickly. For example, Moon was a leader in the use of hydraulic brakes in this 1924 model, several years ahead of most other car makers.
The Moon Series "A" was considered the company's first "light car:' The weight was reduced by new technologies like "balloon tires" that made it possible to use less metal in the suspension and modify the steering mechanism. The cars were more roadworthy, agile, and economical.
Head-on view of a 1928 Moon Aerotype model 8-80
 Moon Motor Car Company factory, 1927.
A 1928-1929 Moon car, ca. 1929. |
