The People's Tycoon: Henry Ford and the American Century By Steven Watts

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How a Michigan farm boy became the richest man in America is a classic, almost mythic tale, but never before has Henry Ford’s outsized genius been brought to life so vividly as it is in this engaging and superbly researched biography. The real Henry Ford was a tangle of contradictions. He set off the consumer revolution by producing a car affordable to the masses, all the while lamenting the moral toll exacted by consumerism. He believed in giving his workers a living wage, though he was entirely opposed to union labor. He had a warm and loving relationship with his wife, but sired a son with another woman. A rabid anti-Semite, he nonetheless embraced African American workers in the era of Jim Crow. Uncovering the man behind the myth, situating his achievements and their attendant controversies firmly within the context of early twentieth-century America, Watts has given us a comprehensive, illuminating, and fascinating biography of one of America’s first mass-culture celebrities.

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This is a challenging book for a lot of reasons. The font is the smallest you will find in any major book on the market. It is the size of footnotes in some other books. With 538 pages of actual text plus a prologue, this is a long book. As other reviewers have also noted, Watts quotes newspapers and popular magazines a great deal and often tends to write a paragraph about one of Ford’s achievements and use a quote as a final exclamation mark to his point. The constant use of direct quotes about Ford or his company would be more effective if they were used more sparsely.The length would also be much less of a problem if the author did not repeat himself and do a lot of commenting. The repetition occurs because the book is not primarily structured chronologically but by categories like “Folk Hero,” “Visionary,” “Father,” and “Despot.” Watts by necessity frequently has to go over some of the same ground for the reader to “catch up” on the topic. For example, it is not until the early 1920’s that Watts goes into detail on Ford’s marriage to his wife Clara. This means going back into the 1800’s, giving details on Clara’s background, and reviewing events up to the time of some of the book’s other divisions. This “catching up” happens several times.For much of the first 350 pages or so Watts has little but good things to say about Ford. The author has many paragraph or page-length comments about Ford’s impact on America and on Ford’s uncanny ability to visualize machines and his goal of making a vehicle for the “common man.” These comments are not inaccurate but the author does it again and again. The author also has a tendency to use value-laden adjectives like “dynamic” or “great” to describe not just Ford but his associates in the course of Ford’s life. Again these may not be inaccurate but I wish the author would have allowed the events and people’s actions to speak more for themselves and not involved himself so much in the flow of the book.With chapter 19, “Bigot,” the book’s tone changes dramatically. Ford’s verbal but vicious anti-Semitism and the millions he spent to publicize hatred are important factors in the history of prejudice in this country. Watts does a good job of describing it all but again it appears pretty much out of the blue in the way the book is structured. Maybe Watts divides the book as he does because he clearly wants to separate Ford’s creative abilities and positive impacts from his negative ones. But a more chronological presentation of Ford’s life without the clear topic divisions might allow the reader to see a more integrated person and maybe give us more clues as to why Ford became the individual he was. Watts tries to do this by referring back to Ford’s early views of people with more education or money but I still find Ford’s lifeline fairly disjointed.So this book definitely has the details of Henry Ford’s life. Watts deserves credit for his extensive research. Parts of the book are page-turning reading like the 1901 auto race in which Ford drove and his mechanic hung onto the outside of the car to balance it. But I found the structure of the book and the wordiness of many of the author’s descriptions and comments made it harder to develop a full picture of Henry Ford as a person.

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