Established in 1909 by Harry C. Urich, the company designed and fabricated custom auto bodies for leading domestic and foreign automobile manufacturers, notably Cadillac, Duesenberg, Packard, Mercedes-Benz, ALCO, SGV, and Rolls-Royce. In 1925, it was purchased by General Motors subsidiary Fisher Body Co., and in 1930 General Motors moved fabrication operations to Detroit. The Fleetwood name remained in use by Cadillac for its luxury cars for another 60 years.