The Victor-Victrola Page   

VV-240

RARITY: ¤   VALUE:  ¤ 

The VV-240 was Victor's economy 'console-style' phonograph, introduced in early 1922. Its debut was concurrent with the reorganizing of the entire Victrola product line. These new models used conventional Arabic number designations rather than the previous Roman numerals, but they were essentially cosmetic variations of the same products that had been offered since 1906. The resounding success of console-style models which were being produced by other phonograph manufacturers likely motivated Victor to produce its own line of machines in the 'lowboy' horizontal style; however, the company did not want to mimic designs that others had produced, so their first console machines had a 'hump-top' appearance. This concept replicated the domed-lid profile that had been in use on their upright phonograph models since 1907. The end-result was a rather strange looking cabinet that was neither very practical (one could not place anything on top of the machine since all surfaces were angled) nor particularly appealing.
The expensive VV-300, introduced in June of 1921, was the first Victrola with a hump-top cabinet. It initially sold quite well. The company soon began making preparations to introduce lower-cost versions of this design, but by the end of the year the hump-top machines were falling out of favor. The public now preferred the practicality and appearance of flat-top console phonographs, which were being offered by several competitors. By the time the expanded line-up of hump-top Victrolas (including the low-cost VV-240) were launched in early 1922, buyers were already trending away from this style and sales were disappointing. Victor then had to scramble to launch its own line of flat-top phonographs.
The VV-240 was a very basic machine, with nickel-plated hardware, a two-spring motor, and machined trim. They were produced in a choice of mahogany, walnut or oak veneers.  The original 1921 selling price of the VV-240 was $115.00, which equates to almost $1,800.00 in today's money.
The initial design used small tone-doors in the front (top left), but the cabinet was redesigned a few months later featuring full-size doors (right). Due to slow sales, production was temporarily discontinued in the summer of 1923, only to be re-started early the following year with a sleeker new cabinet design (below left). The 'new' VV-240 failed to attract many new buyers, and the model was permanently discontinued that summer.
A total of just over 66,000 VV-240 machines were produced. Compare that figure to more than 200,000 VV-210 flat-top models, selling for about the same price. 
Victor ultimately produced more of these models than could be sold at list price.  Due to this overproduction, it is quite likely that many late-production VV-240 machines were sold during Victor's well-advertised "half-price" sale during the summer of 1925. For more information on Victor's financial crisis of 1924-1925 and the overproduction of phonographs, please click here.
In general, collector interest in the VV-240 (and many similar console-style Victrola models) is very weak today. The minimal ornamentation and 'mass production' designs of these later-vintage Victrolas provide (in the view of many) a far less appealing package than can be found in some of the elegant upright models. 

The survival database currently shows the earliest existent VV-240 to be S/N 504 and the latest to be S/N 66215