by Mike –
November 5 was the birthday of Raymond Loewy who many consider to be the father of industrial design.
He spent most of his career designing company logos, Coke machines, the paint job on Air Force One, trains and a couple of cars for Studebaker. He also designed a new logo for Studebaker.
Studebaker Avanti
His best known car design is the Studebaker Avanti. The Avanti was a stark departure for American car styling and even today looks like what would have been considered the “car of the future” in the 1960s.
Studebaker Avanti
Studebaker Avanti
Studebaker Logo by Raymond Loewy
Raymond Loewy Sketch of the Avanti
Raymond Loewy was born 120 years ago today. Google celebrated with a Google Doodle on their home page representing a train designed by Loewy. Most of the people on Earth saw this image today. If you are one of the few who missed it – here it is below.
Google Doodle for Raymond Loewy
Raymond Loewy made a great contribution to industrial design which makes life a little more pleasant for all of us who see beauty in man made things. He also designed a custom version of the Jaguar XKE.
Thank you Raymond Loewy.
Raymond Lowey on Time Magazine Cover – Oct. 31, 1949
What about the Lancia that he designed ?
Here is an article showing more of his cars including a Lancia:
http://jalopnik.com/the-essential-cars-of-raymond-loewy-todays-google-doo-1458903867
In 1960, Loewy designed a body for a Lancia Flaminia and called it the Loramo. A studied look at the Loramo will show the back half is basically Avanti.This is probably how Loewy could design the Avanti in a very short time. Loewy gave Loramo to one of his associates who sold it via a broker to a car guy in Los Angeles. From what I can make out, an engine rebuild was not paid for by the owner and the shop took lien possesion. When the car was found in a junk yard minus the engine, it was purchased and transported to Sacremento, CA. This is where I found the Loramo, bought it for the American Lancia Club who contributed to the Lancia Museum. I hauled the car to my shop and thoroughly inspected it. Surprisinly for an all alumium body that had been in an L.A. junk yard, there was no body damage or filler (bondo) on the car. No engine, broken windshield, the back plastic window was totally crazed but all the custom emblems and interior fittings were still there. I then shipped the car to Torino. Lancia has since restored the car. I have photos of the Loramo at my shop and some copies from the L.A. owner who might dispute my theory on how the car ended up in a junk yard minus the engine.
Steve,
Interesting story. I would love to publish your photos if you want to email them to me at mike@mycarquest.com.
The Lancia is shown in this Jalopnik article: http://jalopnik.com/the-essential-cars-of-raymond-loewy-todays-google-doo-1458903867
WOW, I just purchased a Studebaker AVANITI a few months ago, never really paid much attention to them as I was a a Ferrari nut etc, and racing cars, like Indy, stuff, but I am very impressed with what Raymond Loewy did in a short period of time, as Studebaker needed a car, that excited people to came to there dealers, and it only took 40 days for the Design, and I have the pleasure of a car that was bought new by Dick Van Dyke, the movie & TV star of the 60’s, he owned it for a short time, and has 14.000 orig. miles, guess I am very lucky? I am enjoying the car, even thought it has the original tires, and damn that is not good, but more about Raymond Loewy, he owned a home in Palm Springs, and was very proud of this Home, but of all people Howard Hughes heard about this nice home, and wanted to rent it for the weekend to just get away for a while, and asked Loewy personal friend if he might reant it for the weekend, and Loewy had heard Howard Huges was known for throwing parties etc, that often damage to property etc, so Loewy told his guy to find out the most costly hotel in Calif, overnight stay might cost & back in 1947 the fee for the Bel Air Hotel was $150. per night, so Loewy told his man to let Huges it would cost $500.00 a day. Hughes said it was OK but the cost was like a Bandit, but he would take it anyway for the weekend, after the weekend was over, the house of Loewy, was super clean and really flabergasted Raymond Loewy, that no damage was done. I do have the the letter in my files, and of Course one Loewy was so uset about his Jag in bought in France it s was an the shop more then he was able to drive it, so he redisinged the XKE JAG, and have a couple of photo’s on this car in my archives. A VERY interesting & creative Man. Best Regards to All Ron Kellogg