In 1933, Pierce-Arrow unveiled the radically streamlined Silver Arrow in a final attempt to appeal to the wealthy at the New York Auto Show. The car was well received by the public and the motoring press, being announced with the slogan "Suddenly it's 1940!" Pierce sold five examples but, since it was priced at $10,000 during the worst of the Depression, the rich were hesitant to spend so much. The bodies were built at Studebaker, which subsequently assisted in rolling out a lower-priced production model. This, however, lacked many luxury features of the show car and still failed to generate enough sales.