Photo: Johnny Joo – Odd World Studio

The Genesis of Fisher Body

The Fisher Brothers’ Detroit Journey

In the early years of the 20th century, a remarkable tale unfolded in Detroit, a city pulsating with the promise of innovation. It all began in 1904 and 1905 when two brothers, the elder statesmen of the Fisher clan, Fred and Charles, embarked on a journey to the Motor City. Their destination was Detroit, where their uncle, the enterprising Albert Fisher, had already etched his name in history by establishing the illustrious Standard Wagon Works during the late 1880s.

Upon their arrival, the industrious siblings found themselves drawn into the burgeoning world of automobile manufacturing. They secured employment at the C. R. Wilson Company, a notable producer of horse-drawn carriage bodies. However, the winds of change were blowing, and the C. R. Wilson Company was on the cusp of a transformative shift, transitioning to crafting bodies for the emerging automotive industry.

Founding the Fisher Body Company

With the guiding hand of their uncle Albert, who had faith in their vision, Fred and Charles Fisher took a decisive step on July 22, 1908, by founding the Fisher Body Company. Yet, their uncle’s involvement was destined to be brief, as the brothers soon sought financial support from a shrewd businessman named Louis Mendelssohn, who not only became a shareholder but also assumed a pivotal role as a director in their enterprise.

The Fisher brothers, Charles and Fred, possessed not only entrepreneurial acumen but also a familial bond that led them to extend their aspirations to their five younger siblings, eventually bringing them into the fold of their burgeoning business empire.

Photo: Johnny Joo – Odd World Studio

Pioneering Automotive Innovation

The First Closed-Body Coupe: A Milestone

Before the inception of their company, Fred Fisher had already left an indelible mark on the automotive landscape. In a pioneering feat of innovation, he had crafted the first-ever closed-body coupe, known as the 1905 Cadillac Osceola, during his tenure at the C. R. Wilson Company. This groundbreaking creation, at the behest of Mr. Leland, explored the uncharted territory of enclosed car bodies, shielding passengers from the elements. It was a remarkable achievement, ingeniously constructed on the chassis of the 1905 Cadillac Model E.

The turning point arrived in 1910 when Fisher assumed the prestigious role of being the exclusive supplier of all closed bodies for renowned automakers such as Cadillac, Buick, Oakland, and Oldsmobile.

Becoming the Industry’s Backbone

The early years of the Fisher Body Company were characterized by relentless innovation. The brothers recognized that the existing “horseless carriage” bodies were ill-equipped to withstand the rigors of the new motorcars and embarked on a quest to develop sturdier body designs. By the year 1913, their relentless efforts bore fruit as the Fisher Body Company boasted a production capacity of an astonishing 100,000 cars annually. Their impressive clientele included automotive giants like Ford, Krit, Chalmers, General Motors, and Studebaker.

Photo: Johnny Joo – Odd World Studio

Expanding the Empire

Crossing Borders: Fisher Body in Canada

The success story transcended borders, with the Fisher legacy extending into Canada. They established a manufacturing facility in Walkerville, Ontario, and by 1914, their operations had burgeoned to a scale that earned them the distinction of being the world’s largest auto body manufacturer. A key catalyst for this achievement was the ingenious creation of interchangeable wooden body parts, a groundbreaking innovation that eliminated the need for laborious hand-fitting—a hallmark of carriage construction. This revolutionary concept necessitated the design and development of precision woodworking tools that ushered in a new era in automotive manufacturing.

The Fisher Body and Buick chassis found their synergy in Saint John, New Brunswick, Canada, during the 1920s, exemplifying the indomitable spirit of innovation and enterprise that defined the Fisher brothers’ remarkable journey in the annals of automotive history.

Photo: Johnny Joo – Odd World Studio

Transformative Years and Production Milestones

In the transformative year of 1916, the company underwent a significant metamorphosis, emerging as the illustrious Fisher Body Corporation. This transformation ushered in an era of unprecedented production capacity, with the company’s facilities now boasting the remarkable capability to manufacture an astounding 370,000 bodies annually. Their esteemed clientele included a venerable roster of automotive titans such as Abbot, Buick, Cadillac, Chalmers, Chandler, Chevrolet, Church-Field, Elmore, EMF, Ford, Herreshoff, Hudson, Krit, Oldsmobile, Oakland, Packard, Pontiac, Regal, and Studebaker—each a testament to Fisher Body Corporation’s prowess in the industry.

Construction: Fisher Body Plant 21

Design and Construction

During this period of expansion and innovation, the company left an enduring mark on the Detroit skyline. In 1919, they commissioned the construction of the now-abandoned Fisher Body Plant 21, designed by the esteemed firm of Smith, Hinchman & Grylls (commonly misattributed to Albert Kahn, the visionary architect behind the iconic Fisher Building). This historic edifice, situated on Piquette Street in Detroit, has since become an integral part of the Piquette Avenue Industrial Historic District.

Today, Fisher Body Plant 21 is experiencing a revival, as dedicated Detroit developers Greg Jackson and Richard Hosey, in collaboration with the esteemed architecture firm McIntosh Poris Associates, are breathing new life into its hallowed halls. This renaissance is embodied in the form of Fisher 21 Lofts, a visionary mixed-use project that promises to seamlessly blend 433 modern apartments with vibrant commercial spaces, creating a dynamic urban enclave that pays homage to Detroit’s rich industrial heritage.

Fisher Body’s Golden Era

A Legacy Cemented

At its zenith during this era, the Fisher Body Corporation presided over an expansive domain, with a staggering array of more than 40 buildings that collectively spanned an awe-inspiring 3,700,000 square feet (approximately 344,000 square meters) of floor space. This sprawling empire stood as a testament to the company’s unwavering commitment to innovation and excellence, forever etching its name in the annals of automotive and architectural history.

In a pivotal deal brokered in 1919 under the astute leadership of President William C. Durant, General Motors embarked on a momentous journey by acquiring a commanding 60% stake in the company. This transformative alliance marked a significant chapter in the company’s history.

The Fisher company’s appetite for growth remained insatiable, culminating in their acquisition of Fleetwood Metal Body in 1925. By 1926, the company had seamlessly integrated itself as an in-house coachbuilding division within the formidable General Motors conglomerate. This strategic move further solidified their role in the ever-evolving landscape of automotive excellence.

Adapting to Change: The Evolution of Fisher Body

The legacy of the Fisher Body Division endured through decades of innovation and collaboration, but winds of change swept through the industry in 1984. It was during this year that the Fisher Body Division, once a symbol of craftsmanship and quality, saw its dissolution. In the wake of this transformation, some of its esteemed manufacturing facilities found new purpose under the mantle of the freshly created Fisher Guide Division, later rebranded as Inland Fisher Guide. Simultaneously, the remaining facilities seamlessly integrated into the fabric of other General Motors operations, marking the end of an era.

In a testament to the enduring spirit of the Fisher family’s entrepreneurial vision, a new chapter in their storied legacy emerged in 1947. It was during this year that Fisher & Company came into being, proudly carrying the same cherished name. Over the years, Fisher & Company diversified its endeavors, giving rise to divisions such as Fisher Dynamics, each bearing the indelible imprint of a family committed to excellence and innovation in the ever-evolving landscape of the automotive industry.

From its humble origins within the confines of a “horseless carriage shop” nestled in Norwalk, Ohio, the Fisher Body Company embarked on an extraordinary journey. This journey, marked by transformation and innovation, ultimately culminated in its acquisition by General Motors, first in 1919 and later in 1926. Through the indomitable spirit and vision of the Fisher brothers, it burgeoned into a colossal force within the realm of manufacturing, standing tall as one of the world’s largest and most influential companies.

As the Fisher Body Company expanded, its influence reached far beyond the shop floors and assembly lines. It held sway over a staggering expanse of 160,000 acres (approximately 650 square kilometers) of timberland, harnessing this vast resource to fuel its operations. In its relentless pursuit of excellence, the company consumed more wood, carpet, tacks, and thread than any other manufacturer on the global stage.

Photo: Johnny Joo – Odd World Studio

The Legacy Lives On

With a formidable network of over 40 plants and a workforce exceeding 100,000 individuals, Fisher Body emerged as an industrial colossus. Their commitment to innovation extended far beyond the assembly line, pioneering groundbreaking advancements in tooling and automobile design. A hallmark achievement was their pioneering work in crafting closed all-weather bodies, transforming the way automobiles protected their occupants from the elements.

The annals of history also bear witness to Fisher Body’s significant contributions during times of conflict. During both World War I and World War II, the company pivoted its manufacturing prowess towards the war effort, diversifying its portfolio to include the production of airplanes and tanks. Alfred J. Fisher played a pivotal role as Aircraft Director for Fisher Body, overseeing their foray into the world of aviation. Among their many endeavors, they ventured into the development of the Fisher P-75 Eagle heavy fighter, a valiant effort that, while ultimately unsuccessful, underscored their unwavering commitment to innovation and contribution to the defense of their nation.