Fifties Flashback: The American Car by Dennis Adler
published 1996, 2012 by Crestline Publishing
160 pages, hardcover
Purchased new from a book retailer.
Each decade of motorcar manufacture seems to have a personality to it. And when it comes to personality, the cars of 1950s have plenty, full of glitz, glamour and go-go-go! Dennis Adler’s Fifties Flashback: The American Car does a very good job exposing those big glitzy cars with great photos and a wealth of information. He describes not only the vehicles but gives a decent background to describe how these sometimes outlandish behemoths came to exist.
Adler’s first 2 chapters set the stage. The first chapter describes what was happening in the country. The post-war prosperity, the creation of the interstate system, the birth of rock’n’roll, the rise of the motor hotel and the notion of travel throughout the country for pleasure. But Adler also describes an idea that drove automotive design to new heights – planned obsolescence, the idea that the next model should look so great that this year’s model seems old and worn out. The next chapter, Adler fills in the automotive design background. He describes how the immediate post-war years saw warmed over pre-war designs until such time as manufacturers finally introduce the new sleeker, lower cars of the late 1940s and early 1950s.
From there, Adler does a nice job of covering some of the star cars from the ’50s. While the main focus is on the shiny chrome and sheer size of these cars, Adler includes a good amount of information covering performance and engineering, as well as some of the corporate intrigue, how personalities worked together (or didn’t) to steer design in one direction or another. Topics covered in some depth include the development of the GM ‘Dream Cars’ – the 1953 Corvette, Eldorado, Skylark and Fiesta; the engineering of the Ford Skyliner’s retractable metal roof; the development of the Corvette and Thunderbird as competing sports cars; and George Mason’s plan to merge 4 floundering companies to create American Motors.
Also of note, the book includes a number of quotes and insights from people such as Chuck Jordan, Dave Holls and Jack Telnack. These men were in the thick of automotive design during the 1950s, being directly involved with the development of a numbe rof these vehicles.
As enjoyable as this book is, I did find some things to quibble with.
There seems a bias towards cars made in the latter half of the decade. It’s somewhat understandable as there is a distinct change in styling from that was seen with the 1955 models. As many of the new post-war designs came in 1948-49, it makes sense that the aesthetic would carry on to mid-decade. Adler doesn’t completely ignore the pre-1955 cars – as said, the GM Dream Cars do get quite a bit of ink. But there’s little to see of cars like the 1950-51 Ford, the first Chev Bel Air, or the early 50s Chryslers.
Secondly, the Chrysler Corporation seems under-represented. The are not completely ignored, as the 1957 300C, 1957 DeSoto Adventurer and 3 of Exner’s Idea Cars show up. By comparison to the GM and Ford representation though, coverage is lacking. Yes, Chrysler styling prior to 1955 was very stodgy, but there is a real lack of Dodge, Plymouth and Imperial cars. In fact, while the 1957 300C gets a number of paragraphs, there’s nothing about how the famed C-300 came to be in 1955 when an Imperial front end was married up to a New Yorker wearing Windsor rear flanks.
Thirdly, the final chapter focuses on hot rods and customs, and it seems something of an afterthought. It’s a difficult chapter to describe. This book is certainly all about the factory styling, but any discussion about cars in the 1950s would have to include hot rods and customs which had a huge presence. It’s just that hot rodding and custom cars are such a big subject that the chapter seems inadequate. There are some nice cars shown, and the big names like Winfield and Barris and Roth show up, but it just doesn’t seem enough.
Overall, Denis Adler’s Fifties Flashback is a very enjoyable book that provides information and visual appear to drive you to seek out more. It’s really a flashback to a time when chrome was king and the automobile took hold as a major influence on American society.
Pros: good historical context and insider information, lots of great photos
Cons: not much on cars from the early part of the decade, Chrysler seems under-represented
Where to find it: Amazon, ebay, used bookstores, personal collections