Wearing his winged hat, Mercury, the Roman mythical god of trade, profit and commerce, as well as the messenger of Zeus, was pictured on the cover of the 1930 Chicago Auto Show program. Mercury is holding a steering wheel to dramatize that even he finds the automobile a wonderful way to travel. Similar artwork was featured on the 1916 and 1920 program cover. On the right, a newspaper ad announded that the new Nash 400 series was on display during the 1930 Chicago Auto Show.
The Great Depression was gripping the nation, but visitors to the 1930 Chicago Auto Show had more than 300 new car models to inspect plus 83 exhibits of accessories and 32 of shop equipment. England furnished the inspiration for the Coliseum's fabric draped ceiling and crystal chandeliers that year.
In conjunction with the 1930 Chicago Auto Show in the Coliseum, Chrysler exhibited a sampling of its top models at the Congress Hotel. A special display in the ballroom was a highly polished chrome chassis and powertrain; which highlighted the "new and improved" mechanical components that differentiated Chrysler models from the competition. Topping Chrysler's engine list was the 100 h.p. 309.3 cu.in. six-cylinder in the top-of-the-line Imperial.
Studebaker brought out the Dynamic Erskine in 1930, bearing the coat of arms of company President Albert Russel Erskine. Several Erskine models are exhibit, and the vehicle emblem is positioned on a display wall.
An array of 1930 Hupmobile models are in the foreground, filling a double booth area on the main floor of the Coliseum. Built by the Hupp Motor Co. of Detroit, the brand was offered with either a six- or straight eight-cylinder engine. Hupmobile was a brand hard hit by the national depression, and ended production after the 1940 model.
Even if a family was facing economic troubles, a day at the auto show served as budget-priced entertainment. Lighting in the Coliseum consisted of a series of hanging candelabra, imitating old hammered copper candle holders. Accessories on display even included an Electric Doorman (garage door opener).
The 1930 Chicago Auto Show was selected to introduce the new Nash 400 Single and Twin Ignition series available in coupe, cabriolet and four-door sedan models. Pierce-Arrow advertised that its "New Dimension" models were at the Chicago show, including the illustrated Club Sedan.
Pierce-Arrow advertised that its "New Dimension" models were at the Chicago show, including the illustrated Club Sedan.