"Fashion of the World" was the theme for the 38th annual show, featuring engaging young women of 20 nationalities, the world's largest globe, music by Cavallo's Symphonic Band and a style revue with co-operation of the Associated Fur Industries of Chicago. There was 255,000 sq.ft. of exhibit space with 220 seperate vehicles from 25 makes. The stage revue was free, after paying the auto show admission price of 55 cents for adults and a quarter for children. On the right, a clever spot advertisement for Buick was featured in local newspapers during the 1938 Chicago show.
Appearing on the front page of the November 7, 1937 Chicago Tribune newspaper was a cartoon commentary about the public enthusiasm for new automobiles, including the 1938 models displayed during the 38th annual Chicago Auto Show. The extravaganza was valued at $1,500.000, which was the aggregate value of exhibits, scenery, decorations, costumes and music. There were 124 exhibits, including room for 25 makes that totaled 220 different models on display. Admission counting tax was 55-cents for adults and 25-cents for youngsters. On the right, an ad for Nash promoted their 1938 models as being the "Biggest Thrill of Chicago's Show."
An overhead view captured the ‘Fashion of the World’ revue during the 1938 Chicago Auto Show. Held in the central arena of the International Amphitheatre, audiences up to 12,000 were entertained by musical presentations that highlighted individual automobiles on stage. Along with the new vehicles, dozens of women modeled old-world native costumes, evening gowns and furs. In the background stands a 40-foot revolving globe.
More people were interested in getting their free souvenir key chain courtesy of Chrysler Motor Co., than the Chrysler C18 Royal two-door sedan in the foreground. Chrysler considered the Royal, “the biggest buy in the low-priced field...biggest in size...biggest in fine-car features that add to comfort and safety.”
The 1938 Royal came equipped with a new Gold Seal engine of 95 horsepower, Aero-hydraulic shock absorbers and safety all-steel bodies.