Ad for the Moon Sedan in “The Saturday Evening Post,” January 28, 1922.
The Moon Sedan sounds like it was made for moonlit drives and romantic escapades. The Moon Motor Car Company, founded by Joseph W. Moon in St. Louis, had a longer run than many of its contemporaries: it operated from 1905 to 1930, which is impressive given the volatility of the early auto industry.
Their 1922 ad is a gem. It reads like a love letter to early 1920s luxury—Versailles Blue, silk-finished upholstery, and rain-proof windshield? Moon wasn’t just selling transportation; it was promising sophistication with a glint of Gatsby-era glamour.
What’s striking is how confidently it positions the Moon Sedan against its competition. The emphasis on craftsmanship—hardwood interior trim, special hardware, adjustable foot-rest—speaks directly to a consumer base chasing comfort and style, not just performance. It’s also telling how prominently St. Louis is mentioned; Moon clearly leaned into its regional identity while courting a national audience.
The company was one of nearly 100 automakers based in St. Louis during that brash and classic era of motoring. What really set Moon apart was its embrace of aesthetic appeal and national advertising. Stewart McDonald, Moon’s son-in-law and eventual company president, leaned into the power of image—placing ads in “The Saturday Evening Post” and even associating the brand with celebrities like silent film star Clara Bow.
By 1922, the Moon company was exporting to 47 countries, producing over 10,000 vehicles a year, and even offering custom coachwork. The 1922 Moon Model 6-40, likely the one featured in the ad, was powered by a 50-horsepower Continental straight-six engine and cost around $1,295—about $45,000 in today’s dollars. It had a 115-inch wheelbase and came with Lockheed hydraulic brakes, which was cutting-edge tech at the time.
Despite their reputation, Moon struggled with production capacity and financial setbacks—especially after launching the Diana and Windsor sub-brands. The final blow came with the ill-fated Ruxton, a sleek, low-slung, front-wheel-drive car. Unfortunately, these ventures strained the company’s finances. Combined with the economic crash of 1929, Moon couldn’t weather the storm and ceased operations in 1930.
[Sources: Wikipedia, and StLouis.style]
Ad for the Moon Sedan in “The Saturday Evening Post,” January 28, 1922.
The Moon Sedan sounds like it was made for moonlit drives and romantic escapades. The Moon Motor Car Company, founded by Joseph W. Moon in St. Louis, had a longer run than many of its contemporaries: it operated from 1905 to 1930, which is impressive given the volatility of the early auto industry.
Their 1922 ad is a gem. It reads like a love letter to early 1920s luxury—Versailles Blue, silk-finished upholstery, and rain-proof windshield? Moon wasn’t just selling transportation; it was promising sophistication with a glint of Gatsby-era glamour.
What’s striking is how confidently it positions the Moon Sedan against its competition. The emphasis on craftsmanship—hardwood interior trim, special hardware, adjustable foot-rest—speaks directly to a consumer base chasing comfort and style, not just performance. It’s also telling how prominently St. Louis is mentioned; Moon clearly leaned into its regional identity while courting a national audience.
The company was one of nearly 100 automakers based in St. Louis during that brash and classic era of motoring. What really set Moon apart was its embrace of aesthetic appeal and national advertising. Stewart McDonald, Moon’s son-in-law and eventual company president, leaned into the power of image—placing ads in “The Saturday Evening Post” and even associating the brand with celebrities like silent film star Clara Bow.
By 1922, the Moon company was exporting to 47 countries, producing over 10,000 vehicles a year, and even offering custom coachwork. The 1922 Moon Model 6-40, likely the one featured in the ad, was powered by a 50-horsepower Continental straight-six engine and cost around $1,295—about $45,000 in today’s dollars. It had a 115-inch wheelbase and came with Lockheed hydraulic brakes, which was cutting-edge tech at the time.
Despite their reputation, Moon struggled with production capacity and financial setbacks—especially after launching the Diana and Windsor sub-brands. The final blow came with the ill-fated Ruxton, a sleek, low-slung, front-wheel-drive car. Unfortunately, these ventures strained the company’s finances. Combined with the economic crash of 1929, Moon couldn’t weather the storm and ceased operations in 1930.
[Sources: Wikipedia, and StLouis.style]