Semon Emil "Bunkie" Knudsen (October 2, 1912 – July 6, 1998) was an American automobile executive.
Early life
Semon Emil Knudsen was born on October 2, 1912 in
Buffalo, New York
Buffalo is the second-largest city in the U.S. state of New York (behind only New York City) and the seat of Erie County. It is at the eastern end of Lake Erie, at the head of the Niagara River, and is across the Canadian border from South ...
.
He was the son of former General Motors President, and
Army
An army (from Old French ''armee'', itself derived from the Latin verb ''armāre'', meaning "to arm", and related to the Latin noun ''arma'', meaning "arms" or "weapons"), ground force or land force is a fighting force that fights primarily on ...
three-star general Military star ranking is military terminology, used to describe general and flag officers. Within NATO's armed forces, the stars are equal to OF-6–10.
Star ranking
One–star
A one–star rank is usually the lowest ranking general or flag ...
William S. Knudsen
William Signius Knudsen (March 25, 1879 – April 27, 1948) was a leading Danish-American automotive industry executive and an American general during World War II. His experience and success as a key senior manager in the operations sides of F ...
. The nickname "Bunkie" is attributed to his relationship with his father and is derived from the
World War I
World War I (28 July 1914 11 November 1918), often abbreviated as WWI, was one of the deadliest global conflicts in history. Belligerents included much of Europe, the Russian Empire, the United States, and the Ottoman Empire, with fightin ...
term for bunk mate.
He was interested in mechanical things, particularly automobiles. When he asked for a car as a teenager, his father gave him one in pieces, which he had to assemble.
After attending
Dartmouth College
Dartmouth College (; ) is a private research university in Hanover, New Hampshire. Established in 1769 by Eleazar Wheelock, it is one of the nine colonial colleges chartered before the American Revolution. Although founded to educate Native A ...
in 1931–1932, Knudsen transferred to the
Massachusetts Institute of Technology
The Massachusetts Institute of Technology (MIT) is a private land-grant research university in Cambridge, Massachusetts. Established in 1861, MIT has played a key role in the development of modern technology and science, and is one of the ...
and graduated in 1936 with a
Bachelor of Science
A Bachelor of Science (BS, BSc, SB, or ScB; from the Latin ') is a bachelor's degree awarded for programs that generally last three to five years.
The first university to admit a student to the degree of Bachelor of Science was the University of ...
in general engineering.
Personal life
Knudsen was married to Frances Anne McConnell for 58 years until her death in 1996.
They had four children: Judith, Lisa, Kristina, and Peter.
Career
General Motors career
Knudsen began working for
General Motors
The General Motors Company (GM) is an American Multinational corporation, multinational Automotive industry, automotive manufacturing company headquartered in Detroit, Michigan, United States. It is the largest automaker in the United States and ...
in 1939 with
Pontiac Pontiac may refer to:
*Pontiac (automobile), a car brand
*Pontiac (Ottawa leader) ( – 1769), a Native American war chief
Places and jurisdictions Canada
*Pontiac, Quebec, a municipality
** Apostolic Vicariate of Pontiac, now the Roman Catholic D ...
Division and rose to management quickly, becoming general manager of the
Detroit Diesel
Detroit Diesel Corporation (DDC) is an American diesel engine manufacturer headquartered in Detroit, Michigan, United States. It is a subsidiary of Daimler Truck North America, which is itself a wholly owned subsidiary of the mulitinational Da ...
Division in 1955, a vice-president of the company and general manager of Pontiac Division in July 1956.
When appointed head of Pontiac, he was given the mission to improve the marque's sales. At that time Pontiac had a reliable but stodgy image. Knudsen brought in
Pete Estes Elliot Marantette "Pete" Estes (January 7, 1916 – March 24, 1988) was an American automotive engineer and executive; he is best known as the fifteenth president of General Motors, from 1974 to 1981. He had previously been the Chief Engineer at Pon ...
from
Oldsmobile
Oldsmobile or formally the Oldsmobile Division of General Motors was a brand of American automobiles, produced for most of its existence by General Motors. Originally established as "Olds Motor Vehicle Company" by Ransom E. Olds in 1897, it produ ...
as chief engineer and hired
John DeLorean
John Zachary DeLorean (January 6, 1925 – March 19, 2005) was an American engineer, inventor, and executive in the U.S. automobile industry, widely known for his work at General Motors and as founder of the DeLorean Motor Company.
DeLorean mana ...
away from
Packard
Packard or Packard Motor Car Company was an American luxury automobile company located in Detroit, Michigan. The first Packard automobiles were produced in 1899, and the last Packards were built in South Bend, Indiana in 1958.
One of the "Thr ...
to be his assistant, with the assignment to create high performance versions of Pontiac's existing models.
The
Pontiac Bonneville
The Pontiac Bonneville is an automobile built by Pontiac (automobile), Pontiac from 1957 until 2005. Bonnevilles were full-size car, full-sized, with the exception of a brief period of mid-size car, mid-size between 1982 and 1986. The brand was in ...
and the "wide-track Pontiacs" came from this effort. Pontiac became heavily involved in
NASCAR
The National Association for Stock Car Auto Racing, LLC (NASCAR) is an American auto racing sanctioning and operating company that is best known for stock car racing. The privately owned company was founded by Bill France Sr. in 1948, and hi ...
racing under Knudsen. Pontiac's new-found performance image eventually led to a dramatic rise in new car sales with the division reaching to third place in industry standings by 1962. In 1961, Knudsen submitted a request to add a new personal-luxury car to his division's lineup to better compete with the
Ford Thunderbird
The Ford Thunderbird (colloquially called the T-Bird) is a personal luxury car produced by Ford from model years 1955 until 1997 and 2002 until 2005 across 11 distinct generations. Introduced as a two-seat convertible, the Thunderbird was pro ...
but was turned down as the car was assigned to
Buick
Buick () is a division of the American automobile manufacturer General Motors (GM). Started by automotive pioneer David Dunbar Buick in 1899, it was among the first American marques of automobiles, and was the company that established General ...
, which introduced it as the 1963 Riviera. Knudsen then ordered his division to fancy up the full-sized Catalina hardtop coupe with sporty and luxurious appointments, which became a reality as the
Pontiac Grand Prix
The Grand Prix is a line of automobiles produced by the Pontiac Division of General Motors from 1962 until 2002 for coupes and 1989–2008 for sedans.
First introduced as a full-size performance coupe for the 1962 model year, the model varied ...
for 1962.
Knudsen's success at Pontiac led to his promotion to general manager of
Chevrolet
Chevrolet ( ), colloquially referred to as Chevy and formally the Chevrolet Motor Division of General Motors Company, is an American automobile division of the American manufacturer General Motors (GM). Louis Chevrolet (1878–1941) and ous ...
Division in 1961.
While at Pontiac he was noted for his interest in performance, and this continued with the introduction of the Chevrolet Super Sport models. He also insisted on changes to improve the safety of the
Chevrolet Corvair
The Chevrolet Corvair is a compact car manufactured by Chevrolet for model years 1960–1969 in two generations. A response to the Volkswagen Beetle, it remains the only American-designed, mass-produced passenger car with a rear-mounted, air- ...
, which was not reported publicly until it was revealed by John DeLorean in his book ''
On a Clear Day You Can See General Motors''. Knudsen also reportedly rejected an idea to offer a Pontiac version of the revolutionary Corvair in favor a front-engine compact car to be offered by Oldsmobile (as the
F-85) and Buick (as the
Special
Special or specials may refer to:
Policing
* Specials, Ulster Special Constabulary, the Northern Ireland police force
* Specials, Special Constable, an auxiliary, volunteer, or temporary; police worker or police officer
Literature
* ''Specia ...
) for 1961. Pontiac introduced its version of the Buick-Olds-Pontiac compact as the
Tempest
Tempest is a synonym for a storm.
'' The Tempest'' is a play by William Shakespeare.
Tempest or The Tempest may also refer to:
Arts and entertainment Films
* ''The Tempest'' (1908 film), a British silent film
* ''The Tempest'' (1911 film), a ...
for 1961, but gave that car some unique engineering features such as a slanted four-cylinder engine (which was really half of a
Pontiac 389 V8), rear swing axles and a rear
transaxle
A transaxle is a single mechanical device which combines the functions of an automobile's transmission, axle, and differential into one integrated assembly. It can be produced in both manual and automatic versions.
Engine and drive at the ...
(both derived from the Corvair) driven by a flexing shaft to eliminate the driveshaft hump for increased interior space.
Move to Ford and the larger Mustang
Knudsen was elected as executive vice-president of GM in 1967.
He was head of GM's Overseas, Industrial, and Defense Operation in February 1968 when he created controversy by resigning to become president of the
Ford Motor Company
Ford Motor Company (commonly known as Ford) is an American multinational automobile manufacturer headquartered in Dearborn, Michigan, United States. It was founded by Henry Ford and incorporated on June 16, 1903. The company sells automobi ...
.
Rumors at the time suggested that Knudsen's move to Ford was prompted by his having been passed over for the GM presidency in favor of
Ed Cole
Edward Nicholas Cole (September 17, 1909 – May 2, 1977) was an American automotive executive for General Motors.
Career
Cole was the son of a dairy farmer. In his youth, he designed, built, and sold homemade radio sets, and as a teenage ...
, the father of the small block eight cylinder engine for the Chevrolet Corvette.
Henry Ford II
Henry Ford II (September 4, 1917 – September 29, 1987), sometimes known as "Hank the Deuce", was an American businessman in the automotive industry. He was the oldest son of Edsel Ford I and oldest grandson of Henry Ford I. He was president ...
was looking for a seasoned executive to take charge at his company, which would allow him to spend more time on outside activities; and so the opportunity for Knudsen was ripe. Certain GM-like styling cues in several Ford products attributable to Knudsen became reality starting with the 1970 model year, including the new 'eagle beak' on the Thunderbird nicknamed the 'Bunkie Beak' by many T-Bird enthusiasts. It was similar to the V-nose grille found on the 1969 Pontiac Grand Prix, a sporty/luxurious model whose addition to the 1962 Pontiac lineup Knudsen had ordered prior to his move to Ford. Further evidence of Knudsen's styling cues can also be seen on the front-end of the completely restyled 1971 full-sized Ford line-up.
Knudsen was also credited (and criticized) for ordering the design of a
larger Ford Mustang from a sporty compact ponycar to a heavier and almost-intermediate sized car for 1971, with much of the enlargement reported to be necessary in order to fit Ford's large 429 cubic-inch Cobra Jet V8 under its hood without extensive modifications (unlike the 1969–70 Boss 429 Mustang). However, by the time the '71 Mustang was introduced in September, 1970, the musclecar market had collapsed due to exorbitant insurance premiums and increasingly stringent emission regulations that led to the design of engines that could run on unleaded gasoline. Very few Mustangs were ordered with the 429 engine, which was offered only in 1971 and then dropped for 1972. The plummeting sales of the larger Mustangs led Ford to return its ponycar to its roots beginning with a downsized Mustang in 1974, based upon the
Pinto
Pinto is a Portuguese language, Portuguese, Spanish language, Spanish, Sephardi Jews, Jewish (Sephardic), and Italian language, Italian surname. It is a high-frequency surname in all List of countries and territories where Portuguese is an officia ...
platform. Although the car was not well received by enthusiasts, it fit well into its intended market.
Firing from Ford
Political infighting with career Ford executives, notably
Lee Iacocca
Lido Anthony "Lee" Iacocca ( ; October 15, 1924 – July 2, 2019) was an American automobile executive best known for the development of the Ford Mustang, Continental Mark III, and Ford Pinto cars while at the Ford Motor Company in the 1960s, an ...
, led to his dismissal from Ford on September 11, 1969.
Reportedly, Henry Ford II sent Ford's vice president for public relations, Ted Mecke, to Knudsen's home the previous night to inform him that he would be fired, telling Knudsen that "Henry sent me here to tell you that tomorrow will be a rough day at work."
When Ford made the decision official the next day, Bunkie said "I'm shocked" to which Ford replied, "I imagine you would be." Noted for his laconic replies to difficult questions, Mr. Ford told the media "Things just didn't work out", but later reports indicated many career Ford executives allied themselves with Iacocca and were working against Knudsen.
His dismissal led to a widely circulated witticism in Ford circles as the hallmark phrase of
Henry Ford
Henry Ford (July 30, 1863 – April 7, 1947) was an American industrialist, business magnate, founder of the Ford Motor Company, and chief developer of the assembly line technique of mass production. By creating the first automobile that mi ...
, "History is bunk", was turned around to "Bunkie is history".
Following Knudsen's dismissal, the presidency of Ford Motor Company would officially remain vacant for more than a year until Iacocca was promoted to that office on December 10, 1970. Iacocca himself would be dismissed in similar fashion to Knudsen some eight years later in 1978.
Later career
After Ford, Knudsen launched a company to build
motor homes
A recreational vehicle, often abbreviated as RV, is a motor vehicle or trailer that includes living quarters designed for accommodation. Types of RVs include motorhomes, campervans, coaches, caravans (also known as travel trailers and camper ...
called
Rectrans Inc. In 1971, Knudsen became president of truck manufacturer
White Motor Company
The White Motor Company was an American automobile, truck, bus and agricultural tractor manufacturer from 1900 until 1980. The company also produced bicycles, roller skates, automatic lathes, and sewing machines. Before World War II, the compa ...
in
Cleveland, Ohio
Cleveland ( ), officially the City of Cleveland, is a city in the U.S. state of Ohio and the county seat of Cuyahoga County. Located in the northeastern part of the state, it is situated along the southern shore of Lake Erie, across the U.S. ...
, where he worked until he retired in 1980 (White also became defunct that year).
He served as
NASCAR National Commissioner The NASCAR National Commissioner is a largely honorary title awarded by the National Association for Stock Car Auto Racing (NASCAR). Created by NASCAR founder Bill France Sr. as a reward for contributions to the sport of auto racing, the commission ...
from 1978 until his death in 1998.
Death
Knudsen lived in
Bloomfield Hills, Michigan
Bloomfield Hills is a small city (5.04 sq. miles) in Oakland County in the U.S. state of Michigan. It is a northern suburb of Metro Detroit and is approximately northwest of Downtown Detroit. Except a small southern border with the city of Bir ...
before he died on July 6, 1998 at a nearby hospital in
Royal Oak, Michigan
Royal Oak is a city in Oakland County in the U.S. state of Michigan. An inner-ring suburb of Detroit, Royal Oak is about north of Detroit's city limits. As of the 2010 census, the city had a population of 57,236.
Royal Oak is located along th ...
.
Awards and honors
* 1974 – Distinguished Service Citation Award,
Automotive Hall of Fame
The Automotive Hall of Fame is an American museum. It was founded in 1939 and has over 800 worldwide honorees. It is part of the MotorCities National Heritage Area. the Automotive Hall of Fame includes persons who have contributed greatly to au ...
Sources
* "Semon Emil Knudsen." ''Encyclopedia of American Business History and Biography: The Automobile Industry, 1920–1980''. Pages 260–264.
* "Knudsen, Semon E(mil)." ''Current Biography'', 1974: 204–206.
* "Semon Knudsen, 85, Dies; Was Prominent Auto Executive." ''New York Times''. (July 9, 1998. Section A, Page 25, Column 3)
* Article on Knudsen at Pontiac: http://www.pontiacserver.com/mtchiefs1.html
References
{{DEFAULTSORT:Knudsen, Semon
1912 births
1998 deaths
Ford executives
General Motors former executives
People in the automobile industry
Businesspeople from Buffalo, New York
American people of Danish descent
MIT School of Engineering alumni
NASCAR commissioners
Detroit Country Day School alumni
20th-century American businesspeople