One of the reasons I enjoy visiting automobile museums—of which there are five that I know of in Southern California—is that classic American cars represent a culture that is so uniquely different from that of our European cousins. That 1934 Ford Roadster from the Nethercutt Collection in Sylmar is brash, yet built along classical lines. Compare it with a Rolls Royce, Voisin, Maybach, Talbot Lago, or Bugatti and you will see it different from American cars in pretty much the same way that American literature is different from European literature.
There are some classic American car designs that are characterized by some restraint, but for the most part Detroit says, “Here! This is what you want! It’s you!” One feels one has to grow into a Bentley or a Hispano-Suiza: It is something to which to attain. The American model is much closer to the Id, whereas the European model is closer to the Superego.
I was enthralled yesterday by this Pep Boys plastic logo at Oxnard’s Murphy Automotive Museum. I compare Manny, Moe, and Jack to the automobile repairman in Patrick Modiano’s novel Villa Triste: cool, detached, intellectual.
It is possible, perhaps, to carry this McLuhanesque comparison too far, but it does seem to make sense. Look, for example at the logos.
Can you imagine Rolls Royce calling one of its Silver Phantoms a Phan’? Or Talbot Lago, a ’Bot? Even though Rolls Royces are affectionately referred to as Rolls, the company would never abbreviate the name on one of their automobiles. Yet, Plymouth gladly adopted an abbreviated name to put on the rear bumpers of their later model Barracudas.
Now then, is the American approach any worse? It appears to sit well with the American automobile-buying public. Of course, it would be far better if the American automobiles themselves have not declined so precipitately. I have owned nothing but Japanese cars since I began to drive. Yet, looking back at Detroit products of the Golden Age, I would have had no trouble with Packard or Pierce Arrow or Duesenberg. They were beautiful cars that compared favorably with the best that Europe could manufacture.