Barney Oldfield: The Daring Daredevil Who Defined the Golden Age of Auto Racing
In the early 20th century, as the automobile industry was still in its infancy, a new breed of daring individuals emerged who would capture the public‘s imagination and forever change the course of racing history. Among them, one name stood out above all others: Barney Oldfield.
Born Berna Eli Oldfield in 1878 in Wauseon, Ohio, Oldfield‘s path to racing stardom was an unlikely one. He first made a name for himself on the regional bicycle racing circuit, honing his competitive spirit and instincts for speed. It was this background as a fearless cyclist that caught the eye of a young Henry Ford, who recognized Oldfield‘s potential to tame the temperamental early automobiles that Ford was developing.
Oldfield‘s fateful meeting with Ford in 1902 proved to be a pivotal moment in his life and the history of racing. Invited to pilot one of Ford‘s experimental vehicles, Oldfield quickly demonstrated his ability to wring every last ounce of speed from the machine, trouncing the legendary racer Alexander Winton in a stunning upset. This victory not only launched Oldfield‘s career as an automotive daredevil, but also marked a watershed moment for the fledgling Ford Motor Company.
Over the next two decades, Barney Oldfield would cement his legacy as one of the most daring and accomplished racing drivers of the early 20th century. His exploits on the track captured the public‘s imagination, as he consistently pushed the boundaries of what was thought possible behind the wheel.
Breaking Barriers: Oldfield‘s Record-Breaking Achievements
One of Oldfield‘s most remarkable achievements was becoming the first person to break the 60 mile-per-hour barrier on a circular track in 1902. Prior to this, many experts believed such speeds were simply unattainable with the technology of the day. Oldfield‘s stunning run, which saw him reach a top speed of 60.6 mph, shattered long-held beliefs about the limits of automotive technology and ushered in a new era of speed.
Oldfield would go on to further redefine the possible, becoming the first driver to complete a mile in under one minute in 1903. Piloting a specially modified Knox racer, he traversed the Indianapolis mile track in just 55.8 seconds, a feat that left spectators and fellow racers in awe. This milestone laid the groundwork for all the record-shattering speed trials to come, with Oldfield establishing himself as a true pioneer of automotive performance.
The pinnacle of Oldfield‘s speed exploits came in 1910, when he piloted his menacing Blitzen Benz racer to a scarcely fathomable 131.724 miles per hour over the measured mile on the sands of Ormond Beach, Florida. This achievement utterly demolished the previous land speed record, cementing Oldfield‘s status as the "Speed King" of the era. According to historical records, the time keepers "scarcely believed their own readouts," such was the superhuman nature of Oldfield‘s feat.
Oldfield‘s prowess on the track was not limited to setting speed records; he also proved his mettle in major racing championships and events. In 1905, during only his fourth year piloting gasoline-powered vehicles, he captured the inaugural National Championship sponsored by the American Automobile Association. Four years later, he added the prestigious Indianapolis 500 to his list of accomplishments, piloting a snarling Mercedes Benz pace car around the Brickyard oval with his trademark audacious aggression.
A Pioneer of Automotive Safety
While Oldfield‘s daring exploits on the track captured the public‘s imagination, he also demonstrated a keen understanding of the importance of driver safety. In the early 20th century, catastrophic crashes and tragic deaths were all too common in the sport of racing, as open cockpits and minimal protection left drivers vulnerable to the inherent dangers.
Following the shocking death of fellow daredevil Bobby Burman, Oldfield partnered with brilliant automotive engineer Harry Miller to develop a revolutionary safety solution – the "Golden Submarine." This enclosed vehicle frame featured a protective roll cage and streamlined shell, prioritizing the prevention of injuries over pure speed. Though crude by today‘s standards, the Golden Submarine pioneered the critical philosophy of safety over speed, undoubtedly saving countless lives as the concept caught on among Oldfield‘s contemporaries.
Oldfield‘s proactive approach to driver safety, which included the development of secure cockpits, seatbelts, and rollover protections, marked a pivotal shift in the mindset of early racing. While later drivers gained fame for going faster, Oldfield deserves recognition for sparking a fundamental change in how the sport addressed the inherent dangers faced by its participants.
Crossing Over to Hollywood and Branding
Barney Oldfield‘s impact extended beyond the racetrack, as he leveraged his celebrity and daring persona to become a pioneer in the realms of early Hollywood and brand endorsements.
Long fascinated by stage and screen, Oldfield leapt at the chance to star in a series of short silent films dramatizing his racing career. Casting himself in the lead role, he brought the excitement of auto racing to the masses, captivating audiences who had never seen the sport in the flesh. These early forays into the movie industry further cemented Oldfield‘s status as a cultural icon, transcending the boundaries of the racetrack.
Oldfield also recognized the power of his celebrity and sought to capitalize on it through innovative branding and endorsement strategies. In a pioneering move, he forged a partnership with the upstart Pepsi-Cola brand, weaving the beverage into the very fabric of his public image. Sprinting into speed trials sporting a custom Pepsi-logo racing suit and guzzling the drink before revving his engine, Oldfield‘s flair for showmanship cast Pepsi as the preferred refreshment for thrill-seekers everywhere.
This wholesale infusion of Pepsi into Oldfield‘s high-flying persona effectively made him the world‘s first human billboard, a living, breathing embodiment of a brand and its attributes. Through Oldfield‘s sensational career and unabashed Pepsi boosterism, the company succeeded in chasing down far older rival Coca-Cola, eventually passing it in sales. In doing so, Oldfield pioneered the concept of celebrity endorsements and lifestyle branding, paving the way for the modern era of athlete-driven marketing.
Establishing the Car Dealership Model
Oldfield‘s impact on the automotive industry extended beyond the racetrack, as he played a pivotal role in the establishment of America‘s first car dealership model. In 1904, he teamed up with fellow visionary Carl G. Fisher to create a novel concept – an exclusive, customer-focused venue for selling, servicing, and learning about Ford‘s vehicles, independent of the manufacturer‘s factories.
This pioneering dealership, complete with attractive displays, test-drive opportunities, and expert staff, catered to customers in ways that car manufacturers themselves would not for over a decade. By placing sales secondary to creating an immersive showcase for vehicles, Oldfield and Fisher‘s approach aligned perfectly with Ford‘s push toward mass adoption of the automobile.
The creation of this first-of-its-kind sales and service model marked a seminal development in how automobiles reached the masses. No longer would buying a car be a mere transaction; Oldfield and Fisher made it an experience, sparking a sales revolution as pivotal to popularizing autos as Oldfield‘s daring promotional races.
Oldfield‘s Lasting Legacy
Barney Oldfield‘s legacy as a pioneering figure in the golden age of auto racing is undeniable. His daring exploits, innovative mindset, and enduring impact on the industry have solidified his place as one of the most influential and captivating figures in the history of motorsports.
Through his record-breaking speed achievements, Oldfield redefined the limits of what was thought possible, capturing the public‘s imagination and ushering in a new era of automotive performance. His proactive approach to driver safety, exemplified by the groundbreaking "Golden Submarine" design, marked a pivotal shift in the sport‘s priorities, placing the well-being of participants above the pursuit of pure speed.
Oldfield‘s crossover into early Hollywood and his innovative branding strategies with Pepsi further cemented his status as a cultural icon, transcending the boundaries of the racetrack and shaping the public perception of auto racing. His role in establishing the first car dealership model also left an indelible mark on the automotive industry, transforming the way vehicles were sold and experienced by the masses.
Even as the sport of racing continued to evolve, Barney Oldfield‘s name and legend remained synonymous with the thrill, danger, and sheer exhilaration of the early days of the automobile. His impact on the industry, the sport, and popular culture has endured, inspiring generations of racing enthusiasts and automotive innovators to push the boundaries of what is possible.
Today, as we look back on the golden age of auto racing, Barney Oldfield stands tall as a true pioneer, a daring daredevil who defined an era and left an indelible mark on the world of motorsports.
Sources
- Oldfield, Barney, and Brock Yates. Barney Oldfield: The Life and Times of America‘s Legendary Speed King. Motorbooks International, 1991.
- "Barney Oldfield." Encyclopædia Britannica, Encyclopædia Britannica, Inc., www.britannica.com/biography/Barney-Oldfield.
- "Barney Oldfield: The First American Racing Superstar." The Henry Ford, www.thehenryford.org/explore/blog/barney-oldfield-the-first-american-racing-superstar.
- "Barney Oldfield‘s Race for a Life (1913)." IMDb, IMDb.com, www.imdb.com/title/tt0003417/.
- "Barney Oldfield: The Pepsi Loving Speed King." History Oasis, 13 May 2020, www.historyoasis.com/post/barney-oldfield.
- "Barney Oldfield: The Speed King Who Helped Launch Ford." Hagerty, www.hagerty.com/media/automotive-history/barney-oldfield-the-speed-king-who-helped-launch-ford/.