In 1928, Henry Ford introduced the new Model A, despite keen competition from an aggressive Chevrolet and a newcomer Plymouth, the A was a success. Over 1.1 million Model A's were built in 1930 alone. In 1932, Ford introduced America's first attractive low-priced V-8 car. In 1934 Ford turned from four-cyclinder models to nothig but V-8's. The 1934 model was a speedy, simple and affordable car that offered a wide range of body styles in Standard and Deluxe models.

In 1937, Ford abandoned the traditional fabric roof insert on closed bodies for all-steel construction. In 1939, the roadster was gone and the phaeton was making its last stand. Both had lost the favor they once had. (Plymouth's last roadster and phaeton appeared in 1932, and Chevrolet's in 1935) Prices on the 1939 models were reduced across the board, by $5.00, bringing the spread in car prices from $599 - $921. Mechanical changes also occurred this year, including steering-column instead of floor-mounted gearshift and hydraulic instead of mechanical brakes. Henry finally gave in on the last point - three years after Chevy and 11 years after Plymouth. But suspension was still a relic of the Model T days: a solid axle on a transverse leaf spring at each end. Not until 1949 would Ford match the independent from suspension already adopted by its rivals.

Refinements in the 1940 Fords made it more stylish, so much so that they are still coveted collectibles, today. The fenders were curved to complement the body contours and were often skirted at the rear. The headlamps were sealed beams for the first time. The crisp pointed hood flowed smoothly back to a rakishly angled windshield.

In 1942 Ford built just 43,000 cars through February 2, when civilian production ended. Chevrolet in the same model year built a total of a quarter-million, plus.

Henry Ford ordered a quick conversion to war production after the Japanese attacked Pearl Harbor on December 7, 1941. Ford Motor Company produced a variety of military vehicles including Jeeps and bombers. At wars end, Henry in his late '70's finally turned over the reins of his company to his grandson, Henry Ford II. Unlike his Grandfather, Henry II sought and encourged talented managers. Though the Ford Family no longer owns a majority of common stock, Ford is still very much a family operation and it's 1960's and older cars are selling for 10 to 15 times as much today, as they did when they were new. A recent car show in St. Paul in June, 2003, had 10,549 vehicles, 1964 and older registered, with the majority of them being Ford's.