unsaleable automobiles, was suddenly the richest man in town. He saved his cars from the flames and transformed them into ambulances. By one account, Howard himself served as a driver, speeding into the ruins to gather the stranded and rush them down to rescue ships on the bay. His cars were probably also employed to bear massive stacks of army explosives, which were used to create firebreaks.
On April 19 the fire drove the soldiers and firemen west into Howard’s neighborhood. Van Ness Avenue, half a block from Howard’s dealership, was the broadest street in the city. The firefighters chose it as the site of their last stand. As the fire bore down on them, they unloaded dynamite from the automobiles, packed it into Howard’s dealership and the surrounding buildings, and blew it all sky-high to widen the firebreak. That evening the fire roared over the rubble of Howard’s dealership and reached Van Ness. The exhausted firefighters refused to give. Though it burned for two more days, the fire did not jump the road.
Howard lost everything but his cars, but he had been insured. The reimbursement check that arrived at his door offered him a painless way out of his automobile venture. But Howard was certain that he could coax his new city into the automotive age. The earthquake had already done half the work for him, proving the automobile’s superiority to the horse in utility. Two weeks after the quake, a day’s rental of a horse and buggy cost $5; a two-seated runabout cost $100 a day. All Howard needed to do was prove his automobiles’ durability. He put up one of the first temporary buildings in the quake’s aftermath, moved the cars in, and set out to craft a new image for Buick.
Few men have demonstrated a better understanding of the importance of image than Howard. He could probably thank his father, Robert Stewart, for that. While accumulating a vast fortune in his native Canada, Stewart had become the focal point of a business scandal. Though his role in it remains unclear, his subsequent behavior suggests a spectacular fall from grace: He left the country, changed his last name to Howard, and spent the rest of his life in exclusive hotels and clubs all over the eastern United States. Listing his occupation as “traveler,” he never again owned a permanent home or stayed in one place for long. He married and divorced repeatedly, gaining notoriety among gossip columnists for slugging one of his wives and engaging in public shouting matches with the others.
Charles Howard was never close to his father. Growing up in a Victorian upper-class America in which reputation was social currency, he must have felt the sting of the family’s ignominy. He made himself into his father’s antithesis. Whereas Robert Stewart Howard was wealthy, his son evidendy refused to base his life on its advantages, embarking on his westward journey with virtually no money to his name. Whereas his father lacked the interest or discipline to save his reputation and that of his family, Charles measured himself by his image in the minds of others. It was a preoccupation, verging on obsession, that would inform his decisions, and guide his energies. By instinct or by study, he had an exceptionally firm grasp of the human imagination and how to appeal to it. Habitually putting himself in other people’s shoes, he was in his private life charming and engaging, generous and genuinely empathetic. In his public life, he demonstrated a prodigious talent for promotion and manipulation.
Howard knew that to get his automobiles into the public eye, he had to get his name into the press. He also knew that car salesmen didn’t interest journalists. Race-car daredevils did. Donning a gridiron helmet, a white scarf and goggles, Howard slipped behind the wheel and put on a holy show. He drove his Buicks in breakneck speed races at Tanforan and harebrained hill climbs up the harrowing grades of Diablo Hill and Grizzly Peak. He ground through twenty-four-hour endurance tests and “stamina runs,” in which contestants looped up and down local roads until their beleaguered automobiles exploded or shed their wheels—the last one rolling was the winner. He was reportedly the first man to send a car down into Death Valley and the first to push over the snowbanks of the Sierra Nevada, performing the feat on an annual basis. The ventures were not without risk. Drivers were killed all the time. The cars also came to sad ends; the joyous celebration after the first Skaggs Springs economy run came to a tearful halt when the winning car spontaneously burst into flames and burned to the ground. Howard was utterly fearless and wildly successful, especially with his sturdy new Buick White Streaks. When he wasn’t winning other people’s races, he was organizing his own and pressing other Buick agents to join him.
The reporters ate from his hand. Here was the dream subject: daring, dashing, photogenic, articulate, a man who was always doing something stunning and always saying something quotable afterward. Out of the rubble of San Francisco, a perfect marriage arose. Howard gave the press a banner headline; the press gave him the public. He and his Buicks became local legends.
Where the press fell short, Howard and the Buick management filled in by papering the city with full-page ads and brochures trumpeting every win. Critical to the publicity’s success was Howard’s shrewdest decision. He recognized that the common practice of competing with specially outfitted racing cars muted the promotional effects of victories, given that the consumer knew he was not buying the race car. So Howard opted to race unmodified stock models, exactly the same cars customers could buy off the dealer floor. He also made the transition from horseman to auto driver as easy as possible for prospective buyers. Because virtually none of his customers had owned a car before, he gave free driving lessons. Most important, he began accepting horses as trade-ins. The experience he gained in judging horses would be invaluable to him later, though he would have scoffed at the idea at the time. “The day of the horse is past, and the people in San Francisco want automobiles,” he wrote in 1908. “I wouldn’t give five dollars for the best horse in this country.”
The promotion worked. In 1908 Howard sold eighty-five White Streaks for $1,000 each.
In 1909 he paid a visit to Durant. The new GM chief was grateful; Howard had virtually created what would be one of the industry’s leading markets. With a handshake, Durant gave Howard sole distributorship of Buick as well as GM’s new acquisitions, National and Oldsmobile, for all of the western United States. Howard began ordering multiple trainloads of cars, some three hundred at a time, and printing his orders and the company shipping confirmations in full-page ads. He was soon the world’s largest distributor in the fastest-growing industry in history. Throughout the West, frontier regions that had long revolved around the horse were now dotted with sleek, modern Howard dealerships.
He wasn’t done yet. Durant, for the umpteenth time, took a huge financial leap before looking, and emerged bankrupt. Howard bailed him out with a reported $190,000 personal loan. Durant repaid him with GM stock and a generous percentage of gross sales, guaranteed for life. A poor bicycle repairman just a few years before, Howard soon had hundreds of thousands of dollars for every penny he had brought to California.
In the mid-1920s, Howard began to live like the magnate he had become. In 1924 he funneled $150,000 into the establishment of the Charles S. Howard Foundation and built a home for children suffering from tuberculosis and rheumatic fever. It was the first of a lengthy list of philanthropic projects he spearheaded. He also began to live a little. Finding his elder sons, Lin and Charles junior, attempting to play polo with rake handles and a cork ball, he divested Long Island of its best polo ponies and gave them to his boys, who became internationally famous players. A few years later he outfitted a gigantic yacht, the Aras, rounded up a crew of scientists, and sailed them all down to the Galápagos for a research expedition. He returned with a rare blue-footed booby and a collection of other animals, which he donated to a zoo.
He also lived out a fantasy that he had probably cultivated since childhood. He stumbled upon a magnificent ranch sprawling over seventeen thousand acres of California’s remote redwood country, 150 miles north of San Francisco, near a tiny lumber village called Willits. Fulfilling a long-held desire to be a rancher, Howard bought it. Though he stayed in a mansion in the San Francisco suburb of Burlingame whenever he was on business, Howard thought of the ranch as his true home. For all his love of the automobile, Howard was still attracted to the romance of frontier simplicity.