Swedish Record Ambassadeur – 1954

Swedish Record Ambassadeur 5000 ad from June 1954. From The Fisherman magazine.

Swedish Record Ambassadeur 5000 ad from June 1954. From The Fisherman magazine.

About a year ago we posted a piece regarding an old Ambasadeur 5000/6000 ad from 1955 and the fact that Garcia wasn’t mentioned anywhere. I contacted Bill Sonnett, who sent me the ad in the first place, and asked him what the deal was and who exactly was Julian A. Wesseler. He sent me to one of the ABU experts of the world, Fred Ribb, who explained to me that although Garcia was given the first shot at representing ABU in the U.S. in 1954, they balked at the chance and Julian Wesseler became the first rep in the states.

Well, tonight as I was reading through a stack of early 1950s The Fisherman magazines, I found not only an early ad but an actual write-up by Art Hutt on the new Swedish Ambassadeur.

The write-up by Hutt was printed in the March 1954 issue and must be one of, if not “the,” first write-ups on the new reel since Ribb said the reel didn’t come to the states until 1954. According to Hutt, he’d only had the reel for two weeks at the time he wrote the review and was more than impressed with the reel – so much so he called out American manufacturers to take note.

Art Hutt of The Fisherman magazine reviews the new Swedish Ambassadeur 5000 reel. From the March 1954 issue of The Fisherman.

Art Hutt of The Fisherman magazine reviews the new Swedish Ambassadeur 5000 reel. From the March 1954 issue of The Fisherman.

He described very well the mechanics of the reel along with its features. He noted the color as “maroon but more on the reddish side,” and came with a leather case, lube oil and a tube of extra parts.

Having found this review, I thought to myself that surely there had to be an ad in one of the later magazines. Sure enough, I was right. I didn’t have to dig too far either, as the June 1954 issue had the first ad placed in The Fisherman magazine. Again, I’m not sure what the earliest date for an ABU ad is but this has to be awful close to it.

Unlike the ad we published last year from 1955, this ad only has one reel in it, the Swedish Record Ambassadeur 5000. The ad describes the features of the reel such as the centrifugal braking system, “Urfabriken’s world-famous proven brake,” Lure weight control (the spool tension knob), level wind, drag and line capacity. The reel retailed for $45.00 and came with the case.

Stan Fagerstrom was one of the other lucky writers that got to field test these new reels in the same time period and his response to the rep was nothing beyond stellar. In fact, that relationship and the 5000 is what started his famous casting shows world wide.

If anyone out there knows of any older ads and/or reviews of the “new” reel, we’d like to see them.