Filling balloons with wet plaster, squeezing them into abstract shapes, photographing the amorphous images and projecting the slides on a wall may sound like the description of an LSD powered mind trip, but in this case it was a new and unprecedented way to design a car.
In 1987 Toyota started work on project F3, the planned successor to the then recently introduced Soarer Z20. Contrary to the previous Japanese domestic market-only model, the planned new car would also be marketed in North America under the upcoming Lexus brand. Since it was considered essential that the future car be a success in the North American market, the job was given to Calty Design Research – Toyota’s Californian design centre established in 1973.
The car that gave hope to BMW that independent, consistent success would materialise after a difficult post-war period.
As the 1950s drew to a close, BMW was in deep trouble. Only the tiny Isetta bubble car, built under license from Iso was a modest money maker. An enormous chasm gaped between the Isetta and the large, expensive 2600 and 3200 models, modernised versions of the 501/ 502 and by that time past their best.
Today’s subjects have more in common than just gullwing doors. Both were American brands produced outside of the USA, both attempted to tackle the same market segment, both ended up with a purchase price much higher than initially promised, suffered manifold quality problems and delivered only lukewarm performance; both lasted only three years on the market and were created under a business financing model with at least a whiff of sharppractice, leaving foreign governments eventually holding the bag.
They even almost ended up with similar names: Bricklin named its sportscar “SV-1” (for Safety Vehicle), and the original prototype of the DeLorean was known internally as the “DSV-1” (for DeLorean Safety Vehicle).
Malcolm Bricklin became wealthy by operating a nationwide franchise operation of do-it-yourself stores named Handyman. After this he ventured into the automotive field by becoming the American importer of Subaru in 1968; the Japanese company had only the tiny 360 to offer at the time but Bricklin became interested because it delivered excellent gas mileage and did not require federalizing in the USA because of its sub-1000 pound weight.
The silence was deafening, broken only by the faint hum of the ventilation system in Ford Motor Company Vice President Robert S. McNamara’s office. “Bob, you can’t really do that, can you?” uttered general manager Ben D. Mills after a few uncomfortable seconds. “You bet I can do it” was McNamara’s terse response.
McNamara had just announced that based on Lincoln’s dismal financial projections (and it had never made a profit since its inception) he had decided to recommend that the brand be terminated. It was only after a long and heated discussion that Mills, chief engineer Harold McDonald and executive engineer Harold Johnsson managed to persuade McNamara to Continue reading “Knocking On Opportunity’s Door”
Technological breakdowns – there’s one Born every minute.
This cringeworthy yet humorous phrase uttered regularly by the character Carol Breer in the TV show, Little Britain reminds us of the fact that while computers may have given us countless advantages and convenience in every field you can imagine, when they malfunction or are not programmed correctly they can cause immense frustration. Computerisation in cars can be a source of aggravation too, as today’s subject shows, although an iffy digital onboard diagnostics system was not the only thing impeding the Volvo 480’s market chances.
The genesis of the 480 was 1978, when an internal Volvo project named Galaxy was initiated. By the early eighties the main stylistic direction was established and unexpectedly neither the design by Volvo chief stylist Jan Wilsgaard nor the proposal by Bertone was chosen to Continue reading “Computer Says No”
“He who has not seen the road, at dawn, between its two rows of trees, all fresh, all alive, does not know what hope is.”
This phrase, translated from French by Georges Bernanos is but one of several accompanying the evocative images in the beautiful and highly sought-after Citroën DS Décapotable brochure. These poem fragments are also virtually the only words to be found in the booklet, which represented a hitherto unseen and fresh way of publicizing a car, thanks to the combined creative genius of artistic manager Robert Delpire and photographer William Klein.
As Citroën’s Grand Tourisme with the Italian heart celebrates its fiftieth birthday this year, we peruse the few brochures printed during its brief tenure at the summit of the French firm’s hierarchy.
The ambitious SM of 1970 took the Citroën brand into a hitherto unexplored market segment. Instead of Peugeot, Rover, Renault and Lancia – to name a few – now it entered an arena occupied by names such as Jaguar, Mercedes-Benz, Jensen and BMW. Still, the initial reception was overwhelmingly favourable – the SM placing third in that year’s European Car of the Year contest (the GS won that year), and voted Motor Trend Car of the Year in the American market in 1972.
The vast majority of road tests worldwide resulted in positive to rave reviews, in most cases accompanied by a few provisos concerning the SM’s comparatively leisurely acceleration and the very direct DIRAVI power steering with variable assistance – although it was usually stated that most drivers would not want to Continue reading “Joyeux Anniversaire, Majesté”
Analysing three different takes on the personal luxury car of 1963.
The personal luxury car is a uniquely American phenomenon; its closest cousin in concept would have been the European GT, but this transatlantic specimen was a larger, softer (but on a straight piece of road not necessarily slower) breed. There is a fairly general consensus that Ford was the first to Continue reading “Getting Personal”
The Artistry of the 1920s has been widely and lovingly depicted, but colour has been more notable by its absence. Although not entirely.
The human mind sometimes works in mysterious ways. Because until relatively recently the fact that photography and film originating from the late 19th and early 20th century was black and white, subconsciously the idea that the world presented in those pictures was one bereft of colour often took hold in our brains, even though we of course knew better in our hearts.
The rediscovery of the amazing body of work by French philanthropist Albert Kahn and his colour photographs using experimental autochrome plates – the oldest ones dating back to 1909 – has done a lot to Continue reading “Earl’s Take On Nature”
Leafing through the sales brochures of two great Hondas with a mere 25 years between their respective gestations.
During those times when CAR magazine was still led by an editorial team that did not shy away from ruffling a few corporate feathers, the June 1991 edition featured the provocative cover slogan: “Where’s the progress“? In four comparisons, similar cars from the same manufacturers offered in 1971 and 1991 were put to the test to find out how much progress and where, if any, had been realised in two decades. If you spot this issue at your local fleamarket, I recommend you Continue reading “Turn the Beat Around”
The image you see here is taken from a 1982 brochure prepared by Publicis Conseil (Renault’s long-standing communications and advertising agency) for Ireland’s then distributor, Smiths Distributors LTD, who also assembled Renault 4s in Co Wexford for the Irish market. More a pamphlet than a brochure, it nevertheless provided a well-produced and reasonably comprehensive overview of what the nationalised French carmaker had to Continue reading “Photo For Sunday : La Gamme Complète”
Long-standing Driven to Write readers will undoubtedly be aware that the site once hosted a monthly theme. Amongst them, the DTW Brochures section has lain dormant for quite some time, so in an attempt to Continue reading “If the Hue Fits”
While adding to his brochure collection, Bruno Vijverman notes a somewhat overt case of borrowed inspiration.
A while back, upon these pages, I wrote about the coincidental (or otherwise) similarities which have occurred in car design over the years. But more recently, since one of my past-times is collecting classic car brochures, it came to my notice that in some cases the practice of copying does not seem to be limited to the actual product, but also to the sales publicity material itself.
To be clear, I am not talking about the obvious broad similarities which are often dictated by the fashions and prevailing tastes of the era – in the sixties and seventies for instance the focus of the illustrations and text was on people and the freedom (real or imagined) and happiness that their new car was supposed to provide them.
In 1999, when retro was all the rage, BMW’s Z8 roadster did its best to exploit the sense of nostalgia that prevailed at the dawn of the new millennium. Surprisingly though, its sales brochure proves more creative.
Big but not necessarily better, Ford’s late 60’s Zephyr brochure lays out its stall.
The cover is bereft of the expected seductive image of the car it describes. There is only blackness, a small head-and-shoulders photo of a well-groomed, confident looking individual and the title, “Motoring for the 15,000 a year man”. 15,000 miles that is, not Pounds Sterling, but the implication is there. Even £5000 per annum would have been a top-rank salary in 1970, when this brochure rolled off the presses of Alabaster, Passmore and Sons Ltd in Maidstone. Continue reading “Theme: Brochures – Ford Zephyr Mk.4”
The 1964 brochure describes it as “A golden milestone”, but BMC’s Rolls-Royce powered luxury flagship had a curious history and turned out to be a white elephant and an embarrassment to the reputations of both companies.
My copy of the brochure is rather dusty and faded, but is a splendid thing, printed on heavy, high quality paper, with a stiff card cover. There are thirteen fine hand-painted illustrations – not one photograph in sight – and fulsome letters from the managing directors of the new car’s proud parents, Sir George Harriman of BMC, and Dr. Fred Llewellyn Smith, of Rolls-Royce’s Motor Car Division. Continue reading “Theme: Brochures – Vanden Plas Princess 4 Litre R”
Being the quintessential British stalwart car, the Jaguar XJ serves as a poignant illustration of what constituted ‘the good life’ through the ages.
Germany has the Golf and S-class, Britain’s got the Jaguar XJ. A car that has been part of the automotive landscape for decades, all the while being adapted (to differing levels to success) to changes in tastes and demographic.
Already a decade old in 1977, the SAAB 99-series perhaps best embodied the Swedish ideal of ‘Lagom’ .
The 99 saw Saab come of age. A bigger, more commodious, more mainstream model than the somewhat home market-specific 96 series which not only preceded it, but was sold alongside. By 1977, the 99 was a very mature product, and what bugs may have arisen in earlier incarnations were fairly thoroughly expunged. Continue reading “Theme: Brochures – Just Right?”
In contrast to the recent rather insipid Beta brochure, I can present a thoroughly aspirational 1975 Lancia HPE brochure such as this.
It shows how the product is intended to be used and the kinds of people who might be attracted to it. Shooting, diving, sitting down, gardening, conversing outside a hotel late at night: Lancia did not want for ideas to show how this rather fabulous vehicle could be used. What the brochure made you want to do was to Continue reading “Theme: Brochures – 1975 Lancia Beta HPE”
It is always chastening to see humanity’s schemes laid low. From the grand boasts that accompanied the launch of the Titanic to some of the pledges that Barack Obama was not able to fulfil; even with the best of intentions we sometimes underperform.
Earlier this month we looked at the first brochure for the 1998 Fiat Multipla. Brimming with optimism, or some have suggested hubris, the public generally avoided the enthusiasm of that car’s creators. And now we look at another ‘failure’, the Opel/Vauxhall Ampera. Introduced in early 2012, the Europeanised version of the Chevrolet Volt was on sale in the UK for little more than two years. Continue reading “Theme : Brochures – Vauxhall Ampera”
The 1973 Beta Coupé was slightly underwhelming – and to be honest, its sales literature was as well.
A year after the berlina’s launch, Lancia announced the first of four sporting Beta derivations, the 2+2 Coupé. Designed in-house in conjunction with Pietro Castagnero, the man responsible for the much-loved Fulvia amongst other pre-Fiat Lancia designs. This is an early sales brochure and it is notable for a number of reasons – some of a pedantic nature, others of a more whimsical stripe. Continue reading “Theme: Brochures – Beta than expected but not as good as hoped”
A sober brochure for a distinctly sober car – the 1982 Mercedes-Benz 190-series.
Daimler-Benz were not in the business of hyperbole when they presented the W201-series in 1982. Instead, they were offering a purity of an entirely different order. “The new Mercedes models will set the standards for the engineering and the styling of compact cars for years to come”, they said. Prescient words. The 190 was a benchmark car, arguably the apogee of a once-dominant, now deceased engineering-led Swabian modus. Continue reading “Theme: Brochures – Twinkle, Twinkle, Little Star…”
Deluded though the Brochure often is, what lies behind it can be equally deluded, albeit differently so.
Back in 2009, we bought a Renault Kangoo Estate for work. It replaced a series of similar vehicles, starting with a Mark 1 Kangoo, then two Citroen Berlingos in succession. When I first visited the showroom, the New Kangoo had just been introduced to the UK and brochures had not been printed so, in response to my request for a brochure, the salesman gave me instead a full 55 page print-out of the ‘Distance Learning Guide’, a dealer sales briefing for the then newly introduced Mark 2 Kangoo. This made interesting reading alongside the public brochure that eventually arrived. In essence the brochure showed the usual, gurning, happy, young, lifestyle types of high-functioning humanity whereas the dealer briefing identified the Kangoo’s potential owners as ageing, low-ambition losers. OK, I’m exaggerating … but just a bit. Continue reading “Theme : Brochures – The Myth, The Truth & The Alternative Truth”
A decade apart, two brochures illustrate how Citroën’s marketers viewed the evergreen Tin Snail.
1975: Two years after the oil embargo and deep into a period of political instability and economic austerity. Frugality was back, as was a yearning for a more authentic mode of living. In keeping with the mood music of the time, BBC sitcom, The Good Life portrayed a professional couple turning their backs on the rat-race, embarking on a ‘back to the land’ subsistence in their Surbiton semi. Continue reading “Theme: Brochures – Pushing Tin”
Jaguar’s XJ6 saloon was a landmark car. Its marketing did it justice.
Collecting brochures is, in the grander scheme of things, a rather sad pastime. One goes to great lengths to get one’s hands onto something that was supposed to have, at best, a short-term effect and be forgotten immediately afterwards.
A 46 year old brochure prompts some thoughts on – arguably – the most idiosyncratic Comecon car to cross the Iron Curtain.
It is neither big, nor French, nor Italian, and had an embarrassingly prolific production of over 1.2 million, but the Wartburg 353 is deservedly a DTW favourite.
The price list accompanying the brochure is from April 1971. The £749 asked for the Knight (the name was only used for the British market) deluxe saloon was £26 more than a Mini 1000. A four door Viva deluxe was £883, the equivalent Avenger was £20 dearer. More off-beat choices were the Morris Minor 1000 4 door at £775, the Skoda S110L at £775 (The Octavia wagon was still available at £710), and the new 1500cc overhead camshaft Moskvich 412 matching the Knight exactly for price. Continue reading “Theme: Brochures – 1971 Wartburg Knight”
There might even be one of these cars in the United Kingdom. A GM concessionaire in Manchester provided this brochure by post one day in 1998.
After this iteration, Buick gave up on the personal two-door coupe in 1999, ending a line that had existed since 1963. It began with Bill Mitchell’s hallowed car that supposedly blended the power of a Ferrari with the presence of a Bentley.
After the first version only the 1971 “Boat-tail” which lasted a mere three years, had any further claim to fame. My entrée to the car is the re-styled seventh series which Bill Porter transformed from a car resembling a Buick Somerset Regal but costing much more, into something deserving of the name. Continue reading “Theme: Brochures – 1995 Buick Riviera”
In 1964 the Skoda 1000MB went on sale, replacing the first Octavia of 1959 (which stayed in production anyway). It had a 1.0 litre four-cylinder engine.
And it started a long series of rear-engined Skodas. It’s not a car I know a lot about. The Wikipedia web-page reeks of fandom: “Apart from the use of cooling vents in the rear wings and rear panel, everything else about the 1000 MB’s styling was normal, which was undoubtedly in an attempt to appeal to all the conservative-minded buyers in export countries like the UK. This car was highly successful both for Škoda and the Czech economy”.
I picked this brochure up at the Birmingham Motorshow in 1997 or 1998.
The graphic design goes with the fun theme of the car’s design. You could even call it populist and it is soaked in the carefree feeling of that period. Even today the exterior and interior aesthetics are fresh and novel. What must not be forgotten is the ingenuity of its flexible framework architecture which was usefully cheap, meaning Fiat broke even at 40,030 units a year.
While the public had mixed feelings, most of the press disdained the eye-catching style. And yes, it is not conventionally beautiful; in contrast it had formal originality underwritten by engineering innovation that we don’t see today.
The brochure shows off the remarkable cloth-covered dash, the various colourways (redolent of the Citroen palette in the 1970s) and the flexibility of the interior space. This is the back page. Note the evolution of the design theme: Continue reading “Theme: Brochures – 1998 Fiat Multipla”
Once upon a time the juvenile car lover in the UK looked towards Autumn as a period of plenty. For that was Motor Show time, when a glut of exciting new cars was guaranteed to surprise and delight. And if that car lover was fortunate, they travelled to Earls Court or, later, the NEC to attend the British International Motor Show. For many, great as the opportunity was to be able to see these new models in the metal, just as fine was the fact that they could struggle back home laden with a selection of lush brochures. Continue reading “Theme : Brochures – Introduction”
Three years: that’s how long this car lasted in the market. It’s broadly a Mazda 929 with a different (and longer badge) and an unusual Miller-cycle 2.3 litre V6 supercharged engine.
Nothing if not responsive to the caprices and whims of our dear readers, I dug out this little nugget to satisfy those who have been stalking the Miller engine lately. The photo is not as good as a scan but then again I avoided a walk to my local print shop and all the tedium that would entail. Pistonheads wrote about the car here. It can be considered a BMW 5-series competitor but is somewhat larger. The rounded forms conceal the bulk. Continue reading “Brochure du jour: 1998 Mazda Xedos 9 Miller”