Jaguar earned its place in the pantheon of great marques with sports cars boasting an illustrious history of racing success. Jaguar’s high performance road cars featured sculpted often sensuous exteriors with interiors that cosseted occupants with fine leather seating and handsome exotic wood trim. In sum, Jaguar has a history of producing cars possessing charismatic character that punched way above their market share in defining driving pleasure. However, recent times have not been kind. The glorious and storied Jaguar brand has more than fallen on hard times. It has imploded.

A resurrection when in such desperate straits demands a strong vision and bold action. Clearly the bold new brand message set by Jaguar Managing Director Rawdon Glover calls for delivery by a RuPaul band of stoics strutting in a Crayola parade. Its stated intention calls to generate buzz and attract buyers for a new, soon to be revealed EV Jaguar. This new Jaguar sports a price tag double the MSRP of a present day Jaguar. Jaguar’s expressed objective calls for moving up market to successfully battle with Bentley and the like while, at the same time, casting aside anyone who previously had the desire and money to purchase a Jaguar. Initial response would indicate that the latter, casting aside, part of the re-branding has been a grand success. Glover, proud parent of a campaign anchored in ideology rather than marketing savvy, lashed out at detractors decrying their “Vile hatred and intolerance.”

As I do not feel any more vile or intolerant than the next guy, I would like to take a fair look at Glover’s Candy Land campaign.

Jaguar’s Trans-formation into the New Coke of Automobile Re-branding

Historically Jaguar does not stand alone in suffering withering criticism of an automobile branding effort. Nissan’s 1989 introduction of its new Infiniti brand experienced almost universal ridicule. At the top of the complaint list loomed the ultimate sacrilege in automobile advertising. Commercials never showed the car. Like an albatross hung around Infiniti’s neck critics mockingly tattooed the whole effort the “Rocks and Trees” campaign. Word had it that Izusu even considered but never produced an Infiniti parody ad with Joe Izusu perched on a big rock playing a flute while a soothing voice off-camera softly uttered Zen-like reflections on nature. Some say Infiniti has never recovered.

Cadillac that Zigs ad

1n 1997 Cadillac introduced the Catera an entry level sedan intended to compete with the BMW 3 series and Audi A4 using the line “The Caddy that Zigs.” For a brand whose name once stood proudly as the very definition of preeminent quality, the “Zigs” tag line and its accompanying cartoon character suffered harsh criticism. Critics savaged the campaign saying that in striving to be different it came across as giddy and misaligned from the historically cultivated expectation of a Cadillac as a luxury vehicle. A prospective customer’s comment expressed on a Cadillac forum sums up the Zigs campaign’s failure. He wrote, “Cadillac’s stupid Ziggy promotion was embarrassing. I know they wanted to attract a younger demographic, but a cartoon character? It made a joke of the car before it had a chance to establish itself in the market. Not even Cindy Crawford’s ad presence could make up for that. BMW advertised its cars as the “Ultimate Driving Machines”, but GM decided to sell the Catera as “The Caddy that Zigs”? Why would I buy a car that wasn’t respected by its own manufacturer? Why would anyone?” And indeed they did not. Today does anyone even remember the Catera?

The early 1990s saw Subaru car sales stumbling badly. In a plan to reverse the company’s fortunes by moving up market, Subaru hired trendy, award winning agency du jour Wieden + Kennedy. As described in Randall Rothenberg’s excellent book “Where the Suckers Moon” Subaru and the agency  created a match made in anywhere but advertising heaven. Born of this union, the resulting “What to Drive” and “Lack of Pretense” campaign can best be described as an advertising car crash. As Rothenburg in his book pointed out, “What hurt Wieden + Kennedy more than anything else was its collective lack of passion for automobiles. Wieden + Kennedy treated the subject of automobiles offhandedly.” Being tone deaf to the automobile industry the agency created head scratching ads that ridiculed car marketing and presented ads that the agency felt spoke unvarnished “truth.” A TV spot for the Subaru SVX sports car highlighted the car’s 140 mph top speed, but then asked if it mattered in a world with “extended urban gridlock, costly gas at $1.38 a gallon and highways full of patrolmen?” Another SVX spot boasted “You can drive it so fast, you’ll get so many tickets, you’ll lose your license. This one got Subaru unneeded and passionately negative safety activist attention. The final denouement came on Super Bowl Sunday 1993. Possibly the only one who took a bigger beating than the Buffalo Bills in their 52 to 17 loss was Subaru who the USA Today survey of viewer reactions placed its advertising dead last. Subaru fired the agency and instead of competing directly with high volume car makers, it pivoted to focus on marketing Subaru cars to niche groups where Subaru had historically proven to perform best. It has since experienced a strong climb to profitability.

So, as to Jaguar’s latest effort let’s start with a simple question. Does it qualify as genius?

One web maven advocated in favor of the TV spot by invoking the old adage, “It doesn’t matter what people are saying about you as long as they are talking.” Maybe in some context, but certainly not all. Instead I think back to wise counsel afforded me by a high school teacher. The advice? Spend time and effort when writing the introduction to a term paper. He believed that a well constructed introduction can establish an expectation as to what to expect in the subsequent body of work. He posited that a poorly written introduction would leave the reader seeking confirmation of poor quality throughout the rest of the paper. An engaging introduction would leave the reader searching for examples to confirm the high quality of the content. I believe the same holds true with product launches and none more so than a rebranding. I believe the total Jaguar rebranding effort instead of its intention to create a positive buzz has instead planted the seeds of doubt.

Simon Sinek motivational speaker and author of the bestselling book “Start with Why” has gained renown by advocating for a simple belief. He passionately advocates that whether forming a movement or re-branding an automobile the path to success must start with why. Sinek believes that success of a product such as those that Apple sells results from communicating Apple’s “Why” to a sufficiently large market segment that believe the same thing. The product itself then simply provides a manifestation of the shared beliefs. A successful brand represents a promise to be consistently faithful to its “Why.” Muddling the “Why” confuses and weakens a selling proposition. While on the subject of Apple, attention must be drawn to the re-branded Jaguar’s “Copy Nothing” Tag line. Maybe it should read “Copy Nothing, except maybe Apple.”

Apple’s 1984 Super Bowl ad introducing the new Mac Computer stands as one of the top 50 greatest TV commercials of all time. Clearly Jaguar deemed Apple’s “1984” athletic sledge hammer wielding female lead worthy of replication. This time, however, Jaguar chose to employ a sledge wielding androgyne as its champion. Furthermore, Jaguar headline copy such as “Live Vivid” and “Create Exuberant” present further evidence of the Jaguar ad not falling far from the Apple tree. It replicates Apple’s grammatically improper slogan that employed a wildly successful use of an adjective rather than the proper adverb form in its award winning 1997 “Think Different” campaign.

Jaguar 2024/ Apple 1997

Cars for a large segment of the buying public represent an extension of self. A fact especially true in the $100,000 plus segment where the New Jaguar has set its sights. Inn employing another old adage, “there exists but one chance to make a first impression.” Jaguar’s apparent “why” seems to target individuals with a gender dysphoria bias. If that correctly states Jaguar’s intention, so be it. However as a Unique Selling Proposition with the intention of launching a business into profitability it seems deeply flawed. I might even suggest it appears to promote a personal ideology rather than savvy marketing at the expense of brand aspirations.

I might suggest that Director Glover’s venomous response to criticism reflected a personal offense that exceeded even that generated by the most painful criticism of a professional’s creative marketing concept. It seemed to have the wounded passion of an ideologue rebuffed. One must question Director Glover’s “Why.” From the point of view of a Jaguar owner which I am, I can unequivocally say his campaign’s message did not speak to me in any way other than generating a pang of disappointment for a brand I revere.

Some might question what kind of belief system has gone into the creation of a re-branded Jaguar that has so missed the mark. Or conversely, in hitting its intended mark how it has totally misjudged the market. Re-branding campaigns do not formulate over night. In these fast moving times avant garde can quickly morph into passé garde. Such, I believe, represents the case here where the DEI theme and the whole “EVs only” product line has recently lost steam. Unfortunately for this campaign the woke boat has sailed and is taking on water. Interestingly the new Jaguar in seeking to navigate the road ahead may find its hope in roads traveled in the past.

Jaguar might find hope in the 30-year old success story of a small struggling brand seeking direction. That brand, Subaru, had hired a trendy Advertising agency to move it up market. The effort failed terribly. It then re-gathered itself choosing a new path that called for identifying niche groups willing to pay for 4-wheel drive and possessing values consistent with Subaru’s product line. Market research identified five groups that comprised a majority of Subaru’s North American sales. The first four consisted of teachers, healthcare professionals, IT professionals and rugged outdoors types. Interestingly and surprisingly the fifth consisted of lesbians. Research showed lesbians were 4-times more likely to buy a Subaru than the average customer. Subaru set about better understanding the Subaru features that attracted lesbians as a group. Subaru found they closely mirrored those of the other four groups. Subaru then set about crafting targeted ads with titles that played well to straight and gay 4-wheel fans alike. For example, “It’s Not a Choice. It is the Way We’re Built” and “Get Out. And Stay Out” successfully spoke to both fans of Subaru’s 100% rugged 4-wheel drive rough road friendly product lineup and gay identity.

In the end Jaguar’s success will hopefully be determined by the superior quality and desirability of its automobiles. However, being hamstrung by advertising that purposely excludes past customers seems to fly in the face of diversity and inclusion goals not to mention, good sense.

Long live Jaguar.

With the point of no return long gone, the all-out effort to successfully produce the nation’s first Collectible Car Fair for Kids and Teens proceeded at flank speed. Translating “flank” from nautical to automotive speak, the pedal had been firmly pinned to the metal. Thankfully with the help of a deft core of team leaders and a knowledgeable and committed team, the stars had aligned beautifully as the date approached. However, while the stars presented no concern, threatening clouds did. The approaching show date found me pointlessly glued to my weather app, as if my watchful eye could make a difference. I am sure my elevated spirits joined a cohort of September brides as the clouds disappeared from the Sunday forecast. Game on. And what a great game it would be.

A Secret Sauce & Successful Recipe for Mixing Kids and Classic Cars

Isetta microcar delivers maximum fun       (Photo: Tim Schwartz)

Gravel crackled under my 1961 Corvette’s whitewall tires as the, soon to be, show car crept down my driveway. A bright sun waited just below the horizon. Poised to heat the cool moist morning air with a brilliant light, it would quickly wipe dry the car’s veil of dew. Slowly accelerating, I held the 4-speed in first gear just to enjoy the engine’s

Youth judges in action

deep throated exhaust note as I rumbled down the narrow street. The show date had arrived at last. The awakening day felt rich with promise. The fading night’s cloudless sky had wiped the road free of any trace of the previous day’s rain. Free from road spray, my Corvette’s gleaming 60-year old Keystone mag wheels would remain unsoiled. On the road at 6:30am, I felt assured I would be the first to arrive.

Pulling up alongside the beautifully restored expansive white farmhouse that now housed the Hillsdale New Jersey Free Public Library, I paused for a moment to gaze over the large, but very soon not be, empty parking area. I left the rumbling Corvette to move the traffic cones that barred entrance to the lot. Now, having driven down to the lot, I backed into my assigned display location. Just then, the first of my talented team arrived. Chris Connolly, a recently retired lead detective for the New York City Auto Crimes Unit, strolled down the sloping driveway entrance. Moments later the day came to life as a trail of team members followed in his wake. The pace of the day quickly accelerated.

1886 Benz Patent-Motorwagen

The charge of excitement built as the show cars began to arrive. Confident that the Collectible Car Fair for Kids and Teens would be unlike any other car show, all the car owners and staff focused on delivering a hands-on experience to benefit a largely hands-off generation. The goal was to have fun and in so doing develop in our young attendees an appreciation for the innovation, beauty, culture and excitement of what many consider to be the greatest gift of the industrial age, the automobile.

Unlike the mostly passive stroll experienced at traditional car shows, the Hillsdale Library’s Collectible Car Fair, co-sponsored by the Hillsdale Library and the Drivin’ News website (www.drivin-news.com) offered parents and children alike an interactive treat. Those under 18 were welcome to sit in and experience each of the gleaming iconic automobiles as well, benefit from speaking with each car’s owner. These owners, men and women who volunteered their time and vehicles possessed a broad knowledge of their cars and the period in history when each car was new.

Slowly but steadily the field filled with members of a curated list comprising iconic members of the 20^th century’s the Golden Age of the automobile. A pristine 1974 DeTomaso Pantera, preceded an all original 1970 Plymouth Superbird. A flatbed bearing a 1928 Rolls-Royce Phantom 1 waited its turn while a muscular pick-up truck pulling a large trailer eased across the lot. With its power ramp lowered, the trailer delivered a spectacular Brass Era 1909 Pope Harford and a Mercedes-Benz-built replica of the 1886 Benz Patent-Motorwagen, recognized world-over as the first automobile. By 8:30 am the full complement of staff and cars had been assembled. By 9:00 am with all cars positioned and all team members comfortable in their roles, everyone descended on the beverage and bagel table. Things had come together perfectly. Interestingly perfection can sometimes produce discomfort.

Rory Sevajian’s 1931 Model A takes a first place from the youth judges

At 9:00 am the team, with everything completed to perfection and with their energy level peaking, hit a wall. Where they asked, was everybody? “Has a party been thrown to which no one will come?” Pumped and ready they stood as relaxed as a distance runner ready for the gun. Then the realization hit. They had been too good, if that is possible. The show would not start until 10:00 am. They would spend the next hour reminding each other of that fact. Most likely, nobody would be coming for an hour. Finally 10:00 am arrived and with it came waves of families with kids and unescorted teens. They arrived in droves. Child attendance ran into the healthy hundreds. Any fears of throwing a party and nobody showing up quickly vanished in a fog of questions and children asking permission to sit in the car.

Checking out a 1909 Pope Hartford

With any creative effort be it a book, song, movie, website or experience you can rarely predict what piece will capture the audience’s fancy. In the case of the Collectible Car Fair, the secret sauce that brought everything to life came in the form of a game called the “Fun Hunt for Car Facts,” a twenty question quiz.” The Fun Hunt posed questions relating to the cars on display. Children who got all the questions correct on a supplied answer sheet would have his or her photo taken sitting in their favorite car by the event photographer. Then, at a later date, the library would present the child with a large poster of that photograph.

In retrospect the Fun Hunt created a spacious open field of beautiful cars surrounded by kids clutching pens and quizzes in hand while flitting from one car and owner to the next like bees in a garden. Children interviewed owners and together with parents bonded into a research team working in search of answers. More than 50 children earned a poster that would capture a moment that could become a lifetime memory. But wait! More opportunities existed to engage young attendees. They could sign up to be a judge.

Backseat driver enjoying the 1965 GTO

The inspiration for the Collectible Car Fair came out of concerns expressed by members of my on-going Collectible Automobiles As A Passion class I began over a decade ago at the Ridgewood, New Jersey Community School. Members of the class expressed a concern about the future of the classic car culture. fueled by their concerns I suggested the Fair. The men and women immediately embraced the idea. Building on the concept the thought of children judging the cars attracted great support.

Bob Austin, a retired automobile industry executive and experienced concours judge who co-teaches the Collectible automobiles class volunteered to hold a class. Children could preregister with the library before the show. On the day of the show they could attend the class and learn the basics of judging. Children who attended the class each received a Certificate of Recognition before an applauding show audience. After the show Austin said, “They learned well, as demonstrated by the competency and focus they showed in selecting the best cars from an impressive field of historic automobiles.

One of 3 youth judging groups with their Certificates of Recognition. (L) Bob Austin (R) Burton Hall

In reflecting on the success of the event, Dave Franz, Director of the hosting Hillsdale Library says, “”I’ve always thought of libraries as ‘share’ spaces, where people pass on their knowledge and skills to others, whether it be books, exhibits, or lectures and workshops. To see the joyful owners of these historic automobiles sharing their passion with the youth of our community is to see the essence of learning in action at a public library. It was a great day.”

As to the vibe created by the event, Valerie Festa a class member involved in managing the Fun Hunt for Car Facts says, “The heartfelt gratitude expressed by the parents was profoundly moving. They were so happy and thankful.”

Dr. Charles Lennon, who brought his 1962 Lotus 7, says “I have judged at numerous concours and shown at many others. I must say, I have never experienced such an engaging opportunity to share the joy of classic automobiles with children. Even my grandchildren came. This event was definitely special for me and for them.”

Youth judges check out 1986 911 Porsche and 1961 Corvette

Betsy Gelotte, owner of a 1961 Triumph TR3A on display, says “The kids and parents were so excited and appreciative. The children embraced the responsibility of judging and the challenge of the Fun Hunt with such great enthusiasm!”

Galen Royer one of three accomplished and seasoned car enthusiasts who supervised a team of youth judges may have made the most insightful comment. While anecdotal, it remains impressive when Royer says, “Other than for taking a photograph, I did not observe anyone using their cell phone.”

In reflecting on what distinguished and differentiated the Collectible Car Fair from all other car shows, two things stand out. One  being the high quality of the individuals who hosted their cars and the individuals who manned the event functions. Secondly a factor unquestionably unique to this show resides in the value of partnering with a respected library featuring a bright and energetic director. When good people work together great things can happen. Clearly the case with the Collectible Car Fair for Kids and Teens.

Future car guy with 1993 Viper

As to what comes next, my hope is that the Collectible Car Fair idea Johnny Appleseeds its way across the country.” Anyone interested can contact the Hillsdale Free Public Library (info@hfpl.org). I have created a basic production guide describing how to run your own Collectible Car Fair for Kids and Teens.

Brimming with the unbridled enthusiasm of a true believer blind to the many pitfalls that could await, I plunged into the personal uncharted waters of classic car event planning. Together I and my cohort of equally eager enthusiasts, set forth to create a classic car interactive show targeted to those  eighteen years of age and under. This group represented an audience that we believed would be primed to embrace the culture, art and excitement of the  greatest gift of the industrial age, the automobile, if presented properly.

To the best of my knowledge such an event as the “Collectible Car Fair for Kids and Teens” has never been attempted, at least not in America. And if not here, the world’s most car-centric nation, then where else? As the show date of September 8^th fast approaches, an interested observer could rightfully ask “How’s it going?”

The answer might surprise you.

America’s First Car Show for Kids?

1886 Benz Patent-Motorwagen

So the phone rings. A gentleman named Joe (Not his real name. I will explain later.) says he heard that I needed a Model T for a Collectible Car Fair for Kids and Teens. He said he loved the idea of the event and wanted to lend his support. I thanked him but said that I had just found the Model T I wanted the day before. Joe responded saying, “What else do you need?” I asked, “What else do you have?” He answered saying, “I have everything.” My wall clock showed 9:30 am. By 11:45 my car sat in his driveway. Looking up from the engine bay of what I assessed to be a late 1930’s Ford Phaeton, Joe welcomed me. Middle aged with a big frame and friendly demeanor, His warm greeting and extended hand made me feel at ease right away. Shutting off the Ford, Joe, joined by his father, the originator of this stunning collection, directed me inside the building located behind him. Thus commenced a guided tour through multiple buildings.

1908 Pope Hartford

All featured walls and ceilings adorned with a priceless array of vintage automobilia, so tightly packed, it left little wall surface visible. The buildings, themselves, housed a literal Pantheon of early to mid-20th century significant automobiles packed chock-a-block shoulder to shoulder. Indeed for that era, he had everything and they pretty much all ran. Display vehicles included a curved dash Olds, Brass Era beauties, handsome brawny 30’s Packards, Mercedes-Benz 300 SLs and Corvettes to name a few. He spread his arms wide to include vehicles available to be viewed and sat in by the “Kids and Teens.” Joe then said he had a few suggestions, though I could name anything I felt best suited my needs. His suggestions filled critical gaps in a visual telling of 20^th century automobile history. He directed my attention to the rear of the large room to present suggestion number one. There stood a Brass Era beauty, a 1908 Pope Hartford. A splendid brass bedecked self-propelled white carriage suitable for Cinderella. Joe said that despite the considerable distance, he would drive His Pope Hartford to the show.

1941 Willys Jeep

After all he would be shipping it to California to participate in a driving tour. His second recommendation offered up a classic firmly planted in American history. He pointed to a perfect and authentically outfitted 1941 Willys WWII Jeep including mounted 50 caliber machine gun, yes the gun has been plugged. Saving the best for last, he directed me to a backroom where stood one of the 70 1886 Benz Patent-MotorWagen reproductions built by Mercedes-Benz to celebrate the first automobile. Thanks to the generosity of Joe and his father all three vehicles will be at the show. Indeed except for the 1886 Patent-MotorWagen, children will be free to sit in and experience these time machines as with all other cars on display. As to Joe’s false name, some degree of anonymity is appreciated when dealing with a collection like his.

Indeed surprises abounded. In calling upon my friend Henry to request he bring his stunning 1933 Packard, Henry politely demurred. He felt uneasy about bringing a car that had not been on the road much lately. He did, however, offer an alternative. He asked if it would be acceptable for him to bring his 1928 Rolls-Royce Phantom I? Absolutely! I had to remind him having the Rolls on display meant that a child would be allowed to sit in the car. Henry responded saying, “That’s what seats are for.” In the not necessarily unwarranted protective mindset of classic car ownership, the counterintuitive nature of Henry’s response reflected the mindset of the many participants bringing their cherished vehicles to share with new generations of potential car enthusiasts. Participating owner comments seemed to reflect an overriding sense of “passing on a baton” of stewardship that transcended material concerns.

Rolls-Royce Phantom 1

Dean who will be bringing his 1968 Mustang, rescheduled his overseas travel plans to accommodate the Collectible Car Fair date. I believe this depth of commitment to stewardship reflects a widely held concern in the car enthusiast community for the future well being of the classic automobile culture.

Being an event focused on school age children, I felt it natural to reach out to school systems in the surrounding area. Taking the direct approach I walked unannounced into the offices of the Superintendent of Schools for the regional high school district. Sometimes you just get lucky. I happened to walk in with everyone gathered in the conference room for a staff meeting. Inviting myself in, the genial gathering asked how they could be of help. I quickly delivered my best elevator speech. A lovely bright eyed and charming woman offered to be of help. As she directed me into her office I realized that I had just met Sarah Billotti Superintendent of Schools for the Pascack Valley Regional High School District. I quickly laid out my plan. The Collectible Car Fair for Kids and Teens would be as hands-on as you could get. Children would be welcome to sit in each vehicle on display and experience the living history of the greatest gift of the industrial age, the automobile. Through this hands-on experience students would have the opportunity to better understand the history, character, beauty, and excitement of the iconic vehicles that revolutionized individual lives and forever changed global culture in the 20^th century. Our goal: to create fertile ground for promoting probing questions from bright young minds. Ms. Bilotti embraced the idea and directed me to contact the principals at both high schools comprising the district. As I prepared to leave, a very brief but telling experience took place. It would be repeated numerous times in my efforts to connect with people in a position to support the event. As I headed for the door, Ms. Bilotti called my attention to her cell phone. She recalled a great time she had just spent in Paris with her daughters. The picture she shared showed the vehicle in which they toured Paris, a 1970s VW bus.

1993 Dodge Viper

Over the coming week I met with three local high school principals John Puccio, Tim Wieland and Troy Lederman. All three could not have been more supportive. All had stories relating to personal experiences or faculty involved with classic cars. They especially liked the “Careers in Restoration and Related Fields” class we would be holding after the Fair ended. Not very child should go to college and for those who seek a different path, significant opportunities exist. This was highlighted in a recent Wall Street Journal article “Gen-Z Skilled-Trade Workers Are Making #BlueCollar Cool” (June 12, 2024).

Local police have embraced the Fair as a great community outreach effort. Library Director Dave Franz and his staff at the co-sponsoring Hillsdale, NJ Library actively and creatively support the Fair as a means for exposing children to a great resource for discovering and exploring new interests. It is edifying to see how the Fair has captured the attention of these institutions dedicated to the education and growth of the children they serve.

Our efforts have produced an extraordinary curated stable of thirty historically significant cars running the gamut from the aforementioned Benz Patent-Motorwagen to a Ford GT. Equally impressive, the Fair will be staffed by a gifted team of knowledgeable and engaging car enthusiasts.

I must admit that I have not accepted all offers for support. The great folks at Hemmings asked about advertizing the Fair. I declined. Why? As I have explained to all of the team involved in this first effort, in preparing for their first flight Wilbur Wright did not suggest to Orville Wright that they fly to Los Angeles. Getting airborne for 100 feet would be considered a success. I want to get this off the ground for 100 feet. I would then like the car enthusiast community to embrace the idea of the Collectible Car Fair for Kids and Teens and spread it across the nation.

As I explained to the folks at Hemmings. Rather than invite the world and have it show up like a tsunami of interest, I would much rather publish a story after the event that describes its local success.

Carving a two-lane groove through verdant New England forests and farmland, Elaine and I had a morning’s worth of country miles under our belt. Having departed the Ira Allen House B&B in Sunderland Vt. and with Vermont now rapidly fading in the rear view mirror, a sharp left bend in the road revealed a sight that sent my foot off the gas. I found us fast approaching the tail of an post-war teal blue Studebaker pickup. Standing tall, proud and slow on its skinny bias-ply tires, it provided a window to yesterday on a timeless country road. Being in no particular hurry, I locked on to its 35 mph cruising speed and enjoyed the view. In a decision that would prove to significantly upgrade our planned day’s experience, I followed the truck as it exited the back road for a rural rest stop.

I was about to learn how to correctly pronounce Schaghticoke(?).

Classic Trucks Loaded with Memories

Don Dorr’s 1947 Studebaker Pickup

By the time I had pulled over and exited Elaine’s Honda Ridgeline, the man who I would later come to know as Don Dorr had the Studebaker’s hood up and his head buried in the engine bay. “It’s running hot,” said Don sensing my presence. “I think it’s a loose fan belt. You got a pry bar of sorts in your truck?” Don asked. Sadly, I had to say “No.” Though with the Ridgeline being Elaine’s truck, I did have a yoga mat at the ready if needed. Luckily Don carried a pocket full of wrenches and quickly tightened down the belt.

With the Studebaker returned to proper functionality, I took the opportunity to find out about the man. A spritely 88-years old, Don explained that he had been collecting trucks and cars for over 65 years. He recalled his first truck being a 1935 Ford pickup.

Don Dorr and friend with his Studebaker

Since then entries into his collection have ranged up to B61 and B53 Mack road tractors both of which he restored. In the case of the teal blue Studebaker, he has had it for the last 15 of those 65 years. “Why a Studebaker?” I ask. Don says, “I used to sell Studebakers in the 1960s until they went out of business. I bought this one for old time’s sake and I just like them.” When it comes to the cars Don has collected his tastes  run to the eclectic and clearly not main stream. In reflecting on cars he recalls owning Don says, “A couple of Nashs, four or five Crosleys and a Kaiser-Darrin come to mind.” As the morning sun edges higher in the sky, it’s time for both of us to get back on the road. Shaking hands, I ask his destination. Don responds saying, “The big Uncle Sam Chapter of the ATCA (Antique Truck Club of America) Show at the Schaghticoke (shag-ag-it-e co-kee – don’t think so), New York Fair Grounds. Intrigued, this information reprograms our itinerary. I love trucks, especially old trucks. Macks, Brockways, Whites, Autocars, Internationals, Corbitts, I love them all. I hustle back to the road first to get in front of rather than behind Don’s poky pickup. I am pumped for this country truck show.

I love serendipity. Snaking along back roads to Schaghticoke (sugar-hite-cookie?), Elaine sights a rural farmers market. We stop. Its early. The antique trucks will be in no hurry to leave the Schaghticoke (chuga-ticky?)  Fair grounds . Elaine mentions our truck show destination to a woman vendor. She energetically responds saying, “My girlfriend Tami runs that show.” Can’t make this up. We are on our way.

Rural New York State sits replete with destinations usually associated with the phrase “You can’t get there from here.” This most often translates into patchwork journeys packed with “Go a mile and take a turn” connections. The journey to Schaghticoke (Shaga-hata-coke?) served as the perfect poster child for such back road ramblings.

Elaine checking out the truck show

Not being in a hurry serves well as grease smoothing road trips that could otherwise be described as a grind. Finally the sprawling fair grounds come into view. Home to Stock Car Football Demo Derbies, Farm Tractor Pulls, Lucky E Rodeo and Monster truck events, I have a good feeling as I pull in and pay my four dollar entry fee. I am not disappointed either by the Uncle Sam Truck Show or the gracious and accommodating people involved.

Passing through the fair ground’s entrance gate we had the good fortune to meet the aforementioned Tami, the President of the Uncle Sam chapter of the ATCA. Against a broad vista of mostly pristine and often glistening Class 8 road tractors (Those comprising the pulling component of a semi) I sat down to ask the smiling affable Tami Elise Winch How a nice girl like her got in a place like this? It quickly became evident her answer would be “Just lucky, I guess.”

Tami Elise Winch with her Brockway 776

Energetic and engaging, Tami enjoys twin passions with one being fine art oil painting. Her award winning work employing a photo-realistic style with a wildlife theme has hung in galleries across New York state. Tami’s other passion, proudly on display here in Schaghticoke (shag-cookie?), resides in the promotion and preservation of vintage trucks in general and Brockway trucks, a product of Cortland, NY, in particular. Tami explains her affinity for big truck saying, “As a child my folks owned a truck stop. Big rigs and truckers comprised a large part of my early life experience. Those formative early years hold many good memories.” For good measure Tami’s trucking experience in her adult years has benefitted from her relationship with Andrew Hill, her husband of 16 years. Andrew’s truck passion clearly evidences itself in his role as the National Historian and Archivist for all things Brockway truck. Inspired by his uncle’s fleet of Brockways, Andrew, 54-years old, started researching and archiving Brockway history and reference materials at the age of 10. He has never stopped.

Tami’s and Andrew’s passion for Brockway trucks manifests itself in a collection of five Brockways two very clean restorations ,a 558 and a 776 presented very well at the show.

Tami’s path to the chapter’s presidency really qualifies more as a rescue mission than a coronation. Tami says, “The Uncle Sam Club chapter of the ATCA had been together for 22 years. Andrew had started the chapter in 2002. Unfortunately, the Covid years took a toll on public participation opportunities. Tami says, “It hurt our organization badly.” By 2023 the truck club stood on the brink of folding. Those who had been in charge were aging out of their leadership roles. Tami says, “With Covid and all, you could not blame them.” Timing however is everything. Tami says, ”I had been very active in the Uncle Sam Chapter for quite a while but had taken a few years off. Suddenly faced with the thought of this wonderful organization simply fading away pained me.” Tami decided to fan the embers of commitment that she believed remained. Member response proved her right. Members in rightly recognizing the good thing they had, voted Tami in as president of the Uncle Sam Chapter. Out of curiosity I asked  how did the chapter name “the Uncle Sam Chapter” come about? I expected a simple answer, I got an American history lesson. Uncle Sam, yes, that Uncle Sam really existed  and he grew up in nearby Troy, New York.

Samuel “Uncle Sam” Wilson

Now, boys and girls put on your history hats and prepare to return to the early years of the 19^th century and the War of 1812 fought with the British. During that time, Troy native son, the genial Samuel Wilson operated a local meat packing business. It employed many of his nephews and supplied provisions to the United States Army. With meat for American troops in short supply Samuel Wilson packed meat into barrels to be shipped to soldiers preparing for battle with the British troops stationed in Canada. As meat rations were a rare treat, soldiers receiving these most welcome supplies wanted to know who should be thanked. The answer came, “Uncle Sam.” As the barrels of meat had “US” stamped on them, it did not take long for soldiers to joke that the stamped US and Uncle Sam represented one in the same. And so Uncle Sam entered American lore. As long departed radio personality Paul Harvey used to say, “Now you know the rest of the story.” And now we will return to present day events in Schaghticoke (chauta-cookie?).

One of Tami’s first actions called for bringing the Uncle Sam Truck Show to Schaghticoke Fair Grounds. I asked her if she chose the sight because of its ease of pronunciation. Tami, with the feigned countenance of a frustrated teacher addressing a slow student,  says, “It’s pronounced Sha-Tuh-Kuk.” And with laughter in her eyes Tami adds, “It’s easy for folks raised around here.” Ouch! I deserved that.

Tami’s decision to move the Uncle Sam Chapter Show to Schaghticoke hit it out of the park. With 150 registered entries and additional same day show-ups, the 2024 show exceeded all expectations and surpassed any event turnout in the history of the club. Uncle Sam would be pleased. Well prepared by Tami to enjoy the show, I commenced to immerse myself in a bounty of primarily Class 8 truck motor muscle.

Ken Brower’s 1951 Mack A-51

A glistening ruby in the stark sunlight of the clear summer afternoon, a brilliant red 1951 A-51 Mack tandem axle tractor pulling a stainless steel tanker drew me like a moth to a glowing porch bulb. Its brightwork displayed like polished silver in a red jeweler’s case. Simply stunning. Even more astounding, this immaculate muscular gem shining in an upstate New York regional truck show came from North Haledon, NJ. I could not wait to talk to the owner. Sadly, I could not find him. So, Ken Brower wherever you are, You have a great truck. Moving on, I encountered a sight that delivered a double shot of happiness inducing Dopamine.

Tony Papa’s 1949 Mack LJ

Moving down the row a beautifully restored 1949 “LJ” Mack tandem axle tractor dominated my field of vision. To my further delight off in the distance sat Don Dorr’s 1947 Studebaker. No longer overheating, the teal blue pickup had made it to the show. Don saw me and gave a thumbs up.

Returning my attention to the handsome 1949 Mack, I had the pleasure of meeting its owner and restorer Tony Papa. A lifelong truck guy, Tony has been collecting trucks since he got out of high school in the 1980s. Tanned and fit, Tony explained that he had first set eyes on this Mack as it moldered in a neighbor’s nearby field. Only a true car, motorcycle or truck guy can understand the use of “Love at first sight” when referring to a vehicle. For Tony, this Mack pressed all the right buttons. A long running tale of unrequited love, the truck sat loved but unmoved for decades as Tony waited. With his, now, grown children in their pre-teen years the chance arrived. The owner stipulated if Tony could get that tired only Mack running, the owner would sell it to him. Tony did not hesitate. Surprise, he got it running. Shortly thereafter, In 2005, Tony flat-bedded it to his farm. There he rolled it into his 30 ft. by 100 ft. workshop garage and set it on jack stands. There it would reside in various states of condition for years as Tony embarked on a full body-off, chassis-up restoration.

Me, as a car guy who can pretty much physically move most parts associated with a car, I have always wondered how guys restored big Class 8 trucks containing a wealth of parts that could pin you to the mat like a 500-pound sumo wrestler. Tony, who looks like a wrestler, explained saying, “I’ve got a big gantry on wheels. I have two 5-ton chain falls suspended from the gantry.” He rigged up a system using four by fours that went through the cab doors. Rugs provided cushioning for protection. Tony Says, “With everything in position I just lifted the cab right off the frame. I’ve got transmission jacks to drop the transmission. Using the gantry I pulled the motor as well as the rears.”

Before saying good-bye to Tony and ending my time in Schaghticoke, I asked for one of his best memories associated with his Mack. Tony says, “It’s part of the memories with my kids. They helped me pull things apart.” He continued saying, “I told them you can’t hurt it. Just start unscrewing things. We had a lot of fun doing that back when they were young.”

I have read that the difference between pleasure and joy can be found in the fact joy that involves not only pleasure but the sharing of pleasure with other people in a way that produces happy memories. Clearly, for Tony, his Mack truck brings him joy.

Travel notes:

Ira Allen Inn, – Rustic, Historic, Next to Battenkill River, a premier trout stream in VT. nice location, great hospitality.

Look for the 2025 Uncle Sam Chapter Truck Show at Schaghticoke Fair Grounds next summer located a pleasant 40-minute drive from the Saratoga Springs Car Museum .

I am really pleased. My adult school class of car enthusiasts loves the idea of hosting a Collectible Car Fair for Kids and Teens. A palpable excitement swept the predominantly “Boomer” filled classroom. They embraced the thought of introducing some of the most significant automobiles of the 20^th century to pre-teens and early adolescents, a cohort some fear to be oblivious to classic car culture and, worse, much of American history. Yet I believe these youthful digital natives possess an un innate yearning to feed a neglected hunger for positive real life hands-on experiences. The visceral pleasure of the analog driving experience being one excellent example.

Dauntingly, with this task comes the challenge of creating a meaningful and engaging hands-on experience for today’s Generation Alpha Digital Natives (Born after 2010). This latest wave of new born humanity has entered the world after the death of the new car brochure, the ascendance of Uber and the displacement of Henry Ford by Elon Musk as the reigning father of personal transportation. On the positive side  the Wall Street Journal recently reported writing, “Stick shift sales (While still a small percentage) have rebounded over the past three years, fueled by younger buyers.

Making it Happen: Collectible Car Fair for Kids and Teens

The profound impact of the automobile’s introduction in the early 1900s manifested throughout the known world but nowhere more so than in a strapping young 20^th century America ready to take its place on the world stage. Like a snap shift of tectonic plates, the impact of the automobile’s introduction on global society cannot be overestimated. Interestingly a single word captures the source of power that compelled society’s wild embrace of the automobile. The ground shaking power of this word revolutionized the life of every individual as well as the fabric of modern society in general. That word? Freedom! Freedom as granted by the automobile to all races, colors and creeds of common man, unmistakably represented the Industrial Age’s greatest gift to social mobility, in more ways than one.

Some fear that the appreciation for the awesome privilege of freedom no longer resonates with newer generations. It would seem that boys  and girls have not been raised to appreciate the largess and independence that they largely take for granted. Many of today’s youth experience a life fraught with digitally induced stress and anxiety. Driven to distraction in a social media world of likes and influencers, today’s children too often are in danger of self-sealing into tactile deprivation bubbles. However, all may not be lost. The previously referenced Wall Street Journal article quotes one stick shifting digital native who says, “Computer people are car people. Half of my co-workers drive manuals.”

Children benefit from positive hands-on experiences that address all of their senses. It constructively counterbalances the gravitational pull of the social media consciousness that draws them away from recognizing and appreciating the full mental, physical, emotional and spiritual richness of a life well lived.

For today’s youth a vast informational marketplace offering interpretations of history, experiences and contemporary events resides at their finger tips. However, to what sources do those fingers point? Apparently more often than not the fingers of contemporary youth point to undisciplined sites like TikTok for information. As a highly respected English teacher I once knew preached to her writing classes, “Don’t tell me, show me.” My class agrees. For them a virtual world offers no match for the sensory feast available in the real world. It calls to mind the “feelies” in Aldous Huxley’s literary classic Brave New World. Life in the story’s totalitarian state promotes a soulless world of sizzle, not steak.

In presenting the Classic Car Fair for Kids and Teens idea to Dave Franz the Director of the Hillsdale Free Public Library, I found a supportive kindred spirit and creative resource. Dave says, “The Hillsdale Library strives to provide a place for people to share their enthusiasm and passion. Equally important it equips individuals to expand their awareness of the world around them. This event offers children and their parents the opportunity to interact with people passionate about the history, excitement and significance of classic automobiles.”

With the availability of Hillsdale’s splendid library and its spacious parking made available, we picked a date and a time. The Library would host the Fair on Sunday September 8th from 10:00 am to 2:00 pm. Game on!

HAVE A SEAT – In creating our hands-on event, our intention calls for us to keep it simple. Our goal demands we keep it real. The Collectible Car Fair will be as hands-on as you can get. Children will be welcome to sit in each vehicle on display and experience the living history of the greatest gift of the industrial age. Through this hands-on experience students will better understand the character, beauty, and excitement of the iconic vehicles that revolutionized individual lives and forever changed global culture in the 20^th century.

We hope to create fertile ground for promoting probing questions from bright young minds. Such questions might be:

• What makes this car special?
• Why is the steering wheel so big?
• Why three pedals?
• Why are there crank handles on the door panels?
• Why did they put fins on cars?
• What is a Muscle Car?
• Why doesn’t this car have side windows?
• What does road feel mean?
• Unlike older cars why do new cars all look the same?
• Why does it seem old cars are more fun?
• When my grandfather was young, why were teenage guys so interested in cars?
• What is meant by “Freedom of the road?”
• Why were there songs about cars in the 1960s?
• What was a drive-in movie?

Event staffing will be by men and women from the “Collectible Automobiles as a Passion” class. These knowledgeable car enthusiasts wearing their GUIDE button own the individual models of well maintained classic automobiles to be displayed. They will be prepared to speak knowingly about their vehicle and the year in the 20^th century when the vehicle came to market.  Cars on display will include a 1928 Rolls-Royce Phantom 1, 1970 Plymouth Superbird, 1961 C1 Corvette, 1962 Lotus 7, 1974 DeTomaso Pantera, 1986 911 Porsche, 1956 Thunderbird, 1959 Cadillac and many more. Each car will bear a windshield placard offering selected facts about the vehicle and America in that year. For the 1961 Corvette and 1974 Pantera the placards would read:

1961 Corvette

Staff members can not only discuss the technical and design features of their car, they can explain why this car has special meaning for them.

For children the power of “story” can be profound. Everybody loves a good story. A car someone holds dear often provides a vehicle for relating an important aspect of the owner’s life. For me, I have owned my 1961 Corvette for 57 years. Over the span of my lifetime every meaningful person in my life has sat in that car.

And for the hands-on experience, just what will the children be putting their hands on? A few examples are:

1928 Rolls-Royce Phantom

1928 ROLLS-ROYCE PHANTOM 1

Representing the finest automobile of its time and the expression of superior quality and luxury that continues to this day. Built by hand

with the finest materials and the most exacting technical specifications. The automobile brand favored by the fabulously rich, the outrageously famous and the most elevated royalty.

1952 MGTD

This little spindly wheeled British sports car that came to America right after WWII brought home by American soldiers who had fallen in love with it in England. It created an exciting new class of automobiles in America, the “sports car.” That it had no roll up windows, a frail leaky convertible top and under-powered engine did not matter. America loved it.

1963 356 PORSCHE

Nicknamed the bathtub Porsche because of its rounded lines, the 356 took America by storm. A lightweight and nimble-handling, rear-engine, rear-wheel drive, two-door sports car it came as both a hardtop coupé and convertible. After coming to America in the early 1950s this spirited German sports car quickly became a dominant force on mid 20^th century race tracks.

1963 Porsche 356

1965 PONTIAC GTO

The 1965 GTO belongs to the first generation of the Pontiac midsize 2-door coupe equipped with a high performance V8 engine. Generally recognized as the car that ushered in the era of the American Muscle Car and the associated Detroit horsepower wars.

1982 DELOREAN

Most famous for its role in the hit movie series “Back to the Future,” The DeLorean owes its existence to the same man who created the Pontiac GTO, John DeLorean. All DeLoreans were silver due to their bodies being stainless steel as DeLorean did not want his car to rust. Actually the factory in Belfast, Ireland that built the DeLorean produced two non-silver versions. They were gold plated for an American Express promotion.

1965 Pontiac GTO

LEARNING TO JUDGE – Children will also have the opportunity to learn how competing cars are judged at a car show. Children who register in advance with the Hillsdale Library can attend a “How to judge a car” class given on the morning of the event. The class will be taught by experienced concours judge, automotive journalist, past Director of the Rolls-Royce Club of America and friend of Drivin’ News Bob Austin. All registrants who complete the class will have the opportunity to actually judge vehicles on display. All children who complete the class and participate in judging will receive a certificate of recognition.

FUN FACT HUNT –  To further involve the children, a “Fun Hunt for Car Facts” will challenge them to find answers to a list of questions relating to the classic cars on display. Each child finding all the correct answers will win a poster of himself or herself posing with their favorite car.

1982 DeLorean

CAREERS – Closing out the event McPherson College graduate and McPherson student mentor Nicholas Navarro will present on the topic of college degree and non-degree opportunities associated with classic car restoration and automotive technology.

HILLSDALE LIBRARY -A benefit available throughout the Fair will be Dave’s availability to provide information on materials available at the library relating to classic cars, the automobile industry and the car culture. As well, Hillsdale Library offers knowledgeable staff, extensive reading lists, available movies, how to videos and a vast array of materials and experiences accessible through the Bergen County network of libraries (BCCLS).

Hillsdale Library also features a vintage truck enthusiast. That would be Library Director Dave. He and his son are restoring Dave’s grandfather’s 1949 Chevy 3100 pick-up.