Amos Northup of Murray Body was hired to design the 1938 model, but his death caused the final design to be completed by Graham engineers. The new model was introduced with the slogan "Spirit of Motion". The fenders, wheel openings and grille all appeared to be moving forward. The design was widely praised by the American press and designers. It also won the Concours d'Elegance in Paris. Note how the cheering people in the advertisement are looking into the distance where the car is heading.