Truckin' - Got My Chips Cashed In
The Story of the Moreland Truck Company
by Susie Hodgson
Let’s say you’re parked at Trader Joe’s on Alameda. Okay, okay, we get it. There’s no way anyone can park at Trader Joe’s. So let’s fantasize, shall we?
It’s the Roaring 20s – as in the 1920s. Kitty corner from you at Trader Joe’s stands a truck factory (this IS a fantasy after all). It’s not Ralph’s or CVS. It’s the Moreland Truck Company. Although the truck company itself was founded in 1911 in Los Angeles, it decided to cut costs and move by 1920. The owner, Watt (yes, Watt, not Walt!) Moreland chose to move his company to Alhambra. But Burbank bigwigs found out and quickly “stole” Moreland away from Alhambra.
The key was that Burbank offered its land for free. That’ll do it. First Burbank offered Moreland some land at Verdugo and Flower. That didn’t cut it. So next they coughed up San Fernando and Alameda – 25 acres free and clear. THAT did the trick! The city actually acquired that land from the Burbank-famous Luttge family and later paid them back.
The 1920s marked very lucrative years for Moreland. Their trucks, built almost entirely in Burbank, were reliable and nimble (for a truck!) Yes, for only $1,595, you too could own a 6-cylinder “Road Runner” (truck) that featured such goodies as a Continental Red-Seal engine, a Brown-Lipe transmission, Timken Axles & Bearings, Alemite Lubrication and more. It could even speed up to 40 mph with a 2-ton payload! The truck would boast “Made in Burbank” as well as its slogan, “Built in the West – for Western Work.” With the addition of Moreland Truck Company to the quiet town of Burbank, the city started its shift from a farmland to an industrial center.
Moreland had branches throughout the western United States and could be serviced, if necessary, all over. Even in Stockton – then called Stockland. In fact, one could find Moreland trucks all over the world. Watt proudly wrote:
“As I look back to the little old shack where the first Morelands were built, all the way it has been a story of cooperation and I want with all the strength and emphasis possible, [sic] express my appreciation and thanks to all those who, by their encouragement, their faithful work and interest, have helped to put this organization where it now stands.”
Evidently, Watt never heard of an important piece of punctuation called a period!
Sadly, the Moreland Truck Company saw its last good year in 1929, with more than 250 employees and a bustling business. But its profits plummeted in the Depression. Due to shortages from World War II then already raging in Europe, in 1940 Moreland had to close its doors. But not before Lockheed’s famous Vega division used its building to build its exciting aircraft, including the NA-35 trainers and the Hudson. Working in partnership with Boeing and Douglas, the B-17 Flying Fortresses were also produced. By the end of 1943, Vega merged back completely into Lockheed having accomplished far more than its inventors and supporters (e.g., Robert Gross) ever dreamed.
After Moreland closed, other businesses moved in. First the Weston Biscuit Company (a UK baking company) followed by other baking businesses, and later Menasco Manufacturing Company, known for their aircraft landing gear. But all those original buildings were demolished in 1999. A plaque to Moreland remains. Today, of course, you’ll find a Ralph’s, CVS, a burger joint, etc.
WE HAVE Moreland vehicles in our museum and we urge you to come see them! They still run! Members of the Burbank Historical Society work hard to make sure they do!
AND SPEAKING OF THE BURBANK HISTORICAL SOCIETY, DON’T FORGET THAT WE ARE CELEBRATING OUR 50TH ANNIVERSARY THIS YEAR!! We will be hosting MANY events, all fun-filled and thrilling, to honor this special occasion! KEEP YOUR EYES OPEN FOR MORE INFORMATION ABOUT OUR PLANS. IT’S COMING SOON!
Want to learn more about Burbank? Then come visit!
The Burbank Historical Society/Gordon R. Howard Museum
Next to the Creative Arts Center; open from 1:00 to 4:00 pm, Sat & Sun
FREE ADMISSION & FREE PARKING in lot located at 1100 W. Clark St. - Ph: (818) 841-6333
With thanks in creating this article to Craig Bullock, Wes Clark and Mike McDaniel