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Custom Car Accessories

February 13, 2016

1951 Eastern Auto

Eastern Auto Supply

 

1951 EASTERN AUTO

 

Eastern Auto Supply has been in business sine 1919. In the third issue of Hop Up, October 1951, the company was subject of the Meet the advertisers article.



1951, Custom Restyling was booming like never before and could be considered to be in the middle of its Golden Years. In August of 1951 the very first issue of Hop Up magazine appeared on the news-stands. Hop Up magazine was an all new magazine created for the Hot Rod and Custom Car enthusiasts. It was published by the Enthusiasts Publications Inc. in Glendale Ca. To help gather more advertisers for the magazine they came up with the idea of creating an article telling a bit more about the advertisers, under the title MEET THE ADVERTISERS. This way the advertisers got some very welcome extra exposure, which made them very happy and they would most likely keep supporting and advertising in the magazine longer.

The October, 1951 issue of Hop Up magazine had a special Meet the Advertisers on the Eastern Auto Supply Co. This company has played a huge role in the lives of many young Hot Rod and Custom Car enthusiast in the US. They made it easier for people to order special parts needed to build your own hot rod or custom car by mail order, or if you were in the Los Angeles area, you could visit their well stocked shop. Especially this last must have been a really special event for many. From the photos that have been used in the Hop Up article we can see that the store was loaded with an incredible amount of Hot Rod and Custom Car goodies. Eastern Auto place their first ad in Hop Up magazine in the October 1951 issue. They would continue to advertise in the magazine for a long time.

CCC-eastern-auto-supply-1951-04The first Eastern Auto Supply ad in the October 1951 Hop Up issue. The ad mentioned the new for 1951 Custom Catalog which you could order for 25 cent.

 

 

The Hop Up Meet the Advertisers Article

(text from the Hop Up article)
Eastern Auto can truthfully claim to be the oldest accessory and custom firm in the business, having been started in 1919, by Joseph Kraus, to feature speed and custom accessories for the model “T” Ford.
Alex, his son, grew up with the business, working there after school and on Sundays. Since graduating from UCLA in 1939, Alex has devoted full time to the store. Eastern Auto pioneered many items no taken for granted in the custom accessories line, such as “bull noses” for Fords, Plymouths etc. (the first being the 1936 Ford) While long schackles and lowering kits had been used for some time on Californian cars, Eastern Auto was the first to apply mass production technique to these items and make their popularity nation-wide, as well as lowering the cost. Also among Eastern Auto’s first are solid hood sides and grille panels, which, in the middle and late ’30s accounted for a good volume of their business.


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Thru the years, this firm has established an enviable reputation for fast service, excellent workmanship and fair dealing. Their guarantee of satisfaction is no idle claim. In addition to their retail store, Eastern maintains a large manufacturing division. There a research department constantly adds to their ever expanding line of custom accessories. Included are such itmes as chrome air-cleaners, chrome wire looms, and chrome dash-boards. In fact, Easthern Auto claims to have one of the most complete line in the business. While government restrictions may temporarily curtail introduction of some new items, Alex assures us that with the lifting of restrictions, they will offer more, better, and newer “automotive goodies” than ever before.


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The 1951 Eastern Auto Catalog

For 25 cents you could get the all new for 1951 Eastern Auto Supply Catalog. The catalog had 40 pages of the latest Custom Car and Hot Rod accessories and speed parts. The company delivered their product by mail in the whole USA. And made many young Car enthusiast very happy.


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(this article is sponsored by)

CCC-Sponsor-KingKustomsTShirt-602Contact Rob Radcliffe at King Kustoms for more info on these T-Shirts Email Rob

 

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About the Author

Profile photo of Rik Hoving
Rik Hoving
Rik is the CCC editor in chief. As a custom car historian he is researching custom car history for many years. In 2004 he started the Custom Car Photo Archive that has become a place of joy for many custom car enthousiasts. Here at CCC Rik will bring you inspiring articles on the history of custom cars and builders. Like a true photo detective he will show us what's going on in all those amazing photos. He will write stories about everything you want to know in the realm of customizing. In daily life Rik is a Graphic Designer. He is married to the CCC webmaster and the father of a 10 year old son (they are both very happy with his excellent cooking skills)




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7 Comments


  1. Profile photo of KingKustoms

    Very cool! Rik, do you know which kustom that is sitting inside the shop with a chopped, padded top? Looks GM…

    Thanks for the great detail on these guys


    • Profile photo of Rik Hoving

      I have no idea who’s convertible with padded top that is. I enlarged the photo and looked hard, but its just to dark, and to little of the car to see it good enough to identify it. Hopefully the actual photo will show up one day.


  2. Profile photo of bob tindale

    Great article. Love the 112 Appletons for$16.95 each and the Merc. Sport steering wheel for $21.95


  3. Profile photo of memo ortega

    rik,, this is awesome brings back a lot of memories, where i got my dual points for my 37 chevy with the 40 ford head lites, we called eastern auto the goodie store, they had so manny goodiies like a candy store,rik thank u for takeing us back in time i was 16,yrs old then,


  4. Profile photo of Jim
    Jim

    Great article Rik. On page 2 you will notice the Pierson Brother’s ’36 Coupe. The Pierson ’36 was adorned with many Eastern Auto goodies. Jim


  5. Profile photo of Jeff Neppl

    Very cool feature Rik. I wonder what the old story’s are with Western Auto Stores ?



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