From Cigarette Packs to the Race Track: The Racing Heart of the 1910 T37 Turkey Red Set

The T37 Automobile Series was issued around 1910–1911 by the American Tobacco Company with Turkey Red Turkish Cigarettes. The set stands as one of the earliest and most iconic dedicated automobile trading card sets, capturing the automobile’s rapid rise from novelty to cultural phenomenon. With 50 small, unnumbered cards (about 67mm x 51mm), the fronts deliver vivid, hand-colored illustrations of early cars in dynamic outdoor scenes—often speeding along dusty roads or scenic paths—with the bold red “Turkey Red” branding and a full set checklist on the backs. Distributed one card per ten-cigarette pack, these became everyday pocket treasures for smokers and now rank among the most sought-after pre-war non-sport issues.

While many cards show production touring cars, family runabouts, electrics, and luxury models (think Ford, Cadillac, Renault, and Maxwell), the set’s true thrill for racing enthusiasts lies in its celebration of early motorsport. About a dozen cards explicitly label their subjects as Racer—including the Acme Racer, Benz-Racer (depicting the famed Blitzen Benz land-speed record holder), and Fiat-Racer. These portray stripped-down, high-performance machines built for speed, often with aggressive, low profiles that scream competition.

The artwork remains a highlight: artists rendered these cars with dramatic flair—scarves flying, goggles glinting—evoking the daredevil spirit that made headlines worldwide. By blending American contenders with European powerhouses, cards from the T37 set gave collectors an international snapshot of racing’s infancy, right as the sport was exploding in popularity.

The set’s legacy endures. In 1953, Bowman reused much of the artwork (slightly enlarged) for its “Antique Autos” issue, reintroducing these pioneering racers to a new generation. Today, T37 cards—especially the racer-themed ones—are prized rarities, with graded examples commanding strong prices. For any auto racing historian or collector, these tiny tobacco inserts remain a colorful, direct portal to the birth of speed: proof that even in 1910, the thrill of the race was already etched in card stock.