This is the Time and this is the Record of the Time

Car advertisements offer a snapshot of a different time. Welcome to a vision of Italy – mid-’70s style.

Image: Author’s collection

Today’s visual meditation rests upon that perennial DTW favourite, featuring press ads for two of the more indulgent offerings from Lancia’s abundant Beta family. These were expensively shot advertisements featuring high production values, and targeted at a discerning audience. During the 1970s, (before it all unravelled for them) Lancia’s UK importers spent a sizeable portion of their ad budget with publishers, Conde Nast, between full-page colour ads like these, and multi-page spreads made in conjunction with a fashion house(s) of choice.

The product planning meetings for the Beta programme must have been interesting. Given the breath-taking scope of what they eventually went with, one has to Continue reading “This is the Time and this is the Record of the Time”

Theme: Brochures – Beta than expected but not as good as hoped

The 1973 Beta Coupé was slightly underwhelming – and to be honest, its sales literature was as well.

All images: Driven to Write
Well proportioned, neatly styled yet somehow lacking. The Beta Coupe. All images: Driven to Write

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”

Orange Car of the Day: Lancia Beta Coupe

While surveying the cars parked in the paddock at this weekend’s Classic Race Aarhus I noticed the broad range of colours. Red, yellow, light blue, green and orange were all there along with black and metallic grey plus various shades I could not more precisely determine.

1973-1984 Lancia Beta coupe.
1973-1984 Lancia Beta coupe.

This splendid orange Lancia Beta was not the only orange car but the only Lancia present. The interior featured a cosy light green velour and seating inspired by Italian furniture of the period. Only the cracked brown dashboard let things down a little. “The bodywork was developed in-house by a Lancia team led by Aldo Castagno, with Pietro Castagnero acting as styling consultant. Castagnero had also styled the Beta’s predecessor, the Lancia Fulvia saloon and coupé” says Wikipedia. Continue reading “Orange Car of the Day: Lancia Beta Coupe”