Creating a media frenzy over thirty years ago, it could have destroyed a globally respected brand. To recall just what happened, I interviewed retired Volvo PR Manager Bob Austin, a key player in what proved to be a template for effectively managing a potential corporate crisis.

The monster truck that nearly crushed Volvo

Inspired by car punishing monster truck events exploding on the scene in the late 1980s, Volvo in October of 1990 released a compelling TV commercial intended to promote its legendary rugged construction. Once broadcast, the ad would instead plunge Volvo into crisis.

On what should have been one of life’s better days, Volvo PR Manager Bob Austin’s honeymoon was interrupted by a phone call from Volvo Corporate Counsel, Bob Mercer. Mercer quickly popped Austin’s bubble of bliss and cut to the chase saying, “Can you be in the office tomorrow?” “What’s up?” asked Austin. “Better you should come in,” Mercer replied. Thus began what Austin, decades later, would recall as three of the most stressful months of his life.

At Volvo headquarters, sitting across from Mercer, Austin learned that the office of the Texas Attorney General, Jim Mattox would be charging Volvo with knowingly creating a fraudulent and misleading television commercial.

Looming as exhibit 1 supporting Mattox’s startling accusation stood the Volvo television and print campaign that would forever be known as “Monster Truck.”

Concerned to say the least, Mercer asked Austin if he knew anything that could account for this accusation. Austin stated that he was unaware of any problem. Mercer quickly changed that by dumping it squarely in Austin’s lap.

“Monster Truck” as a concept found its inspiration in an actual monster truck event held on September 11th 1988 in Essex Junction, Vermont.

By happenstance a person associated with Volvo’s ad agency at the time, Scali, McCabe and Sloves, while on vacation had attended that Essex Junction event. On that September day in a dynamic flurry of flying dirt, waving flags, and bleachers filled with screaming fans an airborne monster truck set out to crush a row of cars. After a few passes by the massive monster truck the agency employee realized that, unlike the other vehicles in the row of sacrificial cars, a lone Volvo had stood up to the pounding with its roof remaining defiantly upright. Inspired by what he witnessed, the vacationing employee acquired video of the event. Back home, he shared it with the agency’s Volvo account staff and quickly set creative wheels in motion.

Historic Volvo ad touting roof strength

When Scali, McCabe & Sloves pitched the “Monster Truck” idea, a very interested Volvo responded by first reaching out to its engineers in Sweden to confirm that a Volvo 240 could indeed withstand such punishment.

Sweden responded with a resounding “Ya Sure.”. Engineers confirmed that each of a Volvo 240’s roof pillars had been designed to support the total weight of the entire vehicle, roughly 3,000 pounds. Doing the math, a Volvo 240 wagon with its 8 pillars should support about 24,000 pounds. Confidently, Volvo engineers concluded that the Volvo roof could easily support a typical monster truck weighing roughly 12,000 pounds.

Armed with those assurances Volvo gave its approval. “Monster Truck” would be produced as a cleaner, clearer re-enactment of the original 1988 Vermont event.

According to Austin, Scali, McCabe and Sloves awarded the project to a production company which while relatively new enjoyed a high level of confidence with the agency as it was populated with trusted past employees of the agency. It also came in with the low bid.

With concept and team in place, attention turned to location. It had to have a dirt floor. Flying dirt would dial up the drama of the monster truck making rampaging bull charges at a stationary line of cars. Another “must” was bleacher seating to accommodate the wildly screaming fans cheering the mayhem. With slim pickings in the New York metropolitan area, an expanded search located an ideal venue. A rodeo arena in Austin, Texas fit the bill perfectly.

Vehicles gathered for the shoot included the monster truck, over a dozen random used cars and three used Volvo station wagons. The need for more sacrificial vehicles than would ultimately appear in the ad was necessitated by the nature of film making. Multiple takes of the same scene often occur in order to get the best shot. When the repeated action requires a monster truck to punish a car, wear and tear can take a serious toll on the cars.

AdWeek front cover

To fill the bleachers with screaming fans, ads appeared in the local newspaper inviting people to participate in the filming of a Volvo commercial. Many people came. They fulfilled their role as rabid monster truck fans admirably. As directed, they wildly cheered for the destruction of helpless vehicles only to dissolve into a disbelieving cohort when confronted with a defiant crush resistant Volvo.

Once completed, Volvo management understood the filming to be uneventful and highly successful with the result being an attention grabbing television commercial dramatically and humorously promoting the signature strength and durability of Volvo cars. In other words, “Monster Truck” would add yet one more classic Scali, McCabe and Sloves execution to their Volvo commercial reel. Alas, it would not be so. Volvo, the company, now faced the even more punishing slow turning wheels of the Texas State Department of Justice.

With the threat of legal action looming over Volvo, Austin and Mercer, after speaking with agency management, sat down with members of the production team. They asked pointedly, did anything unusual happen during the production. Interviews with the production team affirmed that nothing of note was done to the cars. With due diligence completed, Austin, Mercer and the agency felt quite comfortable with their understanding of what had happened.

As Austin says, “We concluded that some of the extras who had been hired to be the audience had expected to see an actual “Monster Truck” event, one that takes place in real time. If an audience member had no experience in film production, he or she might have been confused by seeing the filming of one shot multiple times and the order of shots filmed in a non-sequential fashion.”

Volvo’s team confidently believed that surely this must be the cause of any misunderstanding.Creating a media frenzy over thirty years ago, it could have destroyed a globally respected brand. To recall just what happened, I interviewed retired Volvo PR Manager Bob Austin, a key player in what proved to be a template for properly managing a corporate crisis.

“Back then it was understood that being contacted by Texas AG Jim Mattox was a serious matter. That said, we felt pretty good,” says Austin. We were confident that we could explain that it was just a misunderstanding. Volvo’s team comprised of Austin, Mercer, Volvo’s Ad Manager and agency representatives prepared to fly to Texas to meet with Mattox. Actually, the Volvo team would be meeting with a member of the Attorney General’s staff William Goodman.

Austin recalls being greeted by a pleasant woman behind a desk who, upon welcoming the Volvo team, turned over her shoulder and with the signature regionalism of a Texas native called through an open door, “Bill, the boys from New York are here.”

With that auspicious welcome, Austin’s first thought was “Oh s%*t, we are in trouble.”

Image taken at filming

As the group turned to the open door, a man behind a large desk motioned them in with a distinctive Texas flair. Austin recalls, “He was dressed in a classic western style shirt with the snap flap pockets, he invited us to take a seat.” Three rows of chairs faced Goodman’s desk. Mercer and Austin, who would be representing Volvo, sat in the first row, the others retreated to the rear.

Mercer led off by reviewing the charges and Austin followed-up confidently explaining Volvo’s belief that it all was a misunderstanding based on some audience members’ unfamiliarity with the process of film making.

Seeking to clarify or some might say to firmly set the hook, the Goodman restated Volvo’s position that it was simply a misunderstanding. Austin confirmed that that was correct.

Like a fast hand gunslinger in a barroom shoot out, the attorney pulled out a stack of photos and said, “Then perhaps you can explain these.”

Image taken at filming

A tense silence filled the room as Austin slowly silently reviewed each photo before passing it to Mercer on his left. First came an image of the open tailgate of a Volvo 240 wagon with three 2-inch diameter tubes running from the floor to a cross member positioned horizontally under the roof. Next photo showed a man standing behind the side of a non-Volvo sedan with his shoulder raised as if he held a heavy object. A large ribbon of sparks shot out from the car past him. The next photos proved to be no less disturbing.

Accepting each from Austin, Mercer inspected each photo slowly in silence for what, Austin says, “Seemed like an eternity.”

Mercer broke the spell. He pushed back against the Texas attorney’s assumptions, saying, as Austin recalls, “I know you would like me to believe that these three tubes are there to support the roof. However, for all I know these three tubes could be a camera mount.” Mercer went on to suggest that the ribbon of sparks rather than caused by an effort to compromise the non-Volvo could be caused by the removal of a badge or other recognizable feature so that the car could not be identified.

While Mercer blunted the initial attack, the embarrassment and disbelief caused by these disturbing photos hung heavy in the room for the Volvo faithful. Agency members in the room sat mute and terrified. They too thought it had been audience misinterpretation.

As Austin recalls Mercer continued asserting that the two parties stood at an impasse. Mercer suggested that having the cars to view would certainly be a help. “No problem” fired back Attorney Goodman with a speed and finality not unlike a triggered leg trap. He continued, “We have them in storage close by. When do you want to look at them?”

All parties agreed to reconvene at the storage facility with Austin and Mercer alone representing Volvo.

After lunch the group assembled at the storage area where three battered Volvos awaited them. Two had not been altered in any way, but the third clearly displayed marks where pipes had been welded in. “As we left the facility,” Austin says, “Mercer and I agreed there was sufficient reason for someone who attended the shoot to question Volvo.”

This latest and disturbing turn of events demanded that Austin and Mercer confer with the passionate and fiery President of Volvo Cars of North America Joseph L. Nicolato. Austin says, “Cut Joe Nicolato and he bled Volvo blue. Take an action to hurt Volvo and Joe would defend the brand like a pit bull.”

A true old school, skilled and colorful leader, Nicolato, a former marine, once, at a WWII USO themed Volvo national sales meeting, arrived in a helicopter accompanied by Wagner’s “Ride of the Valkyries” wearing George C. Scott’s uniform from the movie “Patton.”

While Austin enjoyed Nicolato’s respect and confidence, Austin’s thick skin helped facilitate their good relationship. Austin understood that the possibility always existed for the messenger to take the initial heat for the message.

Joining Nicolato on the Volvo headquarters end of the conference call would be Executive Vice-President of Marketing William Hoover. Cool and controlled compared to Nicolato’s passionate and direct approach, Hoover shared Nicolato’s unwavering dedication to the Volvo brand.

“Neither Nicolato nor Hoover spoke as we debriefed them for the first third of the call,” recalls Austin. Both Nicolato and Hoover had dedicated their working lives to building the Volvo brand in North America. Now, what they heard had the potential to destroy much of what they had accomplished and seriously compromise one of the world’s most respected marques.

Television coverage

Horrified best described Nicolato’s and Hoover’s reactions. Infuriated and deeply concerned, Nicolato was not so much angered by the actions of the Texas AG as by this needless self inflicted wound. He was incensed by the apparent and unnecessary buttressing of a Volvo car by people who should have known better. Austin says, “Joe being Joe, the first moments of the second third of the call basically blistered the paint off the phone.”

However, Nicolato’s passion never interfered with his ability to get down to business. His storm quickly subsided. Nicolato knew important decisions needed to be made and make quickly. For Nicolato traditional corporate responses held no appeal.

Nicolato made it crystal clear that there was no way Volvo would retreat into the black hole of denial without closure. He believed such a “gutless” response could suck the life out of the proud Volvo name and it plain and simple did not represent the character of the Volvo brand or its people. All agreed.

A second traditional response felt equally distasteful. Volvo could accept the allegations, pay a hefty fine and be left to slink off in disgrace while dragging Volvo’s good name behind it. Such an approach stood especially galling as the accusation of a willful intent to deceive was not true.

Nicolato wanted offense. Austin and Mercer delivered it with a proposal that defied tradition. Their approach took AG Jim Mattox by surprise. Volvo would acknowledge that mistakes had been made in the production of the commercial and take full responsibility. Crucially, Volvo’s position would be that the mistakes made did not alter what would have been the outcome had the mistakes not taken place.

Furthermore, to Mattox’s disbelief, Volvo executives volunteered to stand at the attorney general’s side and acknowledge those mistakes at a press conference. In addition Volvo would voluntarily produce advertising acknowledging the mistakes for both Texas and national markets.

Volvo also made clear that it would not admit guilt to intentionally producing a misleading ad. As such, no fine should be levied. Attorney General Mattox agreed, though he noted a considerable sum had been spent in pursuing the investigation. Volvo agreed to reimburse the AG for those expenses, a sum of $350,000.

At the subsequent AG’s press conference Executive Vice President Hoover stated, “A mistake was made in the production of a Volvo commercial,” “Do not confuse this with the fact that Volvos are strong and rugged. This commercial may have issues, but our cars do not.”

Today, in looking back, Austin, now retired, believes that the alterations initiated by the production company resulted from panic born of a confluence of difficulties unforeseen by the production company. One of the three Volvos sustained visual, but not structural, damage very early in the filming making it unusable. Additionally, as a new production company highly desirous of getting such a plum job, they bid the project with a sharp pencil and little room for error. Above all, they had to go home with a commercial using what they had and the clock was ticking, quickly. Discipline suffered. The production company reverted to the less restrictive set of requirements used in making a theatrical movie rather than those required for an authentic recreation of an actual event. In other words, movie magic. In this case magic spelled trouble.

“I don’t even know if the reinforced Volvo actually appeared in the finished commercial,” Austin says. It didn’t matter. “The new production company’s lack of faith in the strength of our car, combined with the fear of failing to complete the shoot with the resources they had on hand, compelled them to make some unfortunate choices.”

Volvo defies monster truck

In the wake of “Monster Truck,” Volvo adopted a strict policy stating “not a single foot of film for a Volvo commercial could be shot without a senior member of the Volvo advertising staff present.” No such staff member had been on location for the entirety of the “Monster Truck” shoot.

While Volvo would survive “Monster Truck” its storied relationship with Scali, McCabe, Sloves would not. On November 12, 1990, Scali, McCabe and Sloves resigned the $40 million Volvo account after producing 24-years of award-winning advertising.

Broken Monster Truck removed from defiant Volvo

Counter intuitively, Volvo 240 monthly sales increased 19 percent that November; sales increased another 38 percent the following month. It would seem that customers still believed in Volvo and said so with their checkbooks.

Beyond the media buzz, there was great irony in the “Monster Truck” saga. In the months after the story broke, the United States Hot Rod Association, the sanctioning body for monster truck events, embraced the global media frenzy. Around the nation the USHRA scheduled “Crush a Volvo” events as a headline grabber. However, the crushing didn’t go as planned. Even without that movie magic, and just as the Swedish engineers foresaw, Volvos really could withstand a monster truck’s abuses. As reported in the Pittsburgh Press after one such event, “Volvo was grudgingly declared the winner this morning after a monster truck trying to crush it ended up with a broken drive shaft.”

It appeared that not only could Volvos withstand brutal punishment, Volvos could even fight back.

In covering the event, USA Today reported that Volvo Spokesman Robert Austin stated, “Volvos really are tough. In fact we wouldn’t mind if they featured “new” Volvos for these events.”

LINK TO VOLVO MONSTER TRUCK COMMERCIAL

While driving north along Virginia Route 29 I spotted a forest richly populated with orphaned trucks from the 1950s. I quickly pulled over to a clean white two-bay shop that resided on the high ground above the forest. A hand lettered sign identified the business as Melvin’s Used Cars. I drove up in the hope of finding Melvin and asking, “What’s your story?”

Well groomed and neatly attired in crisp work clothes, the man I came to know as Mel stood by an open bay. Friendly and engaging, Mel indeed had a story. He had a field of old cars that once numbered almost 500. Interestingly when I expressed my interest in writing his story, Mel repeatedly redirected the conversation to his friend R. J. Pinto who he clearly felt had better stories. As luck would have it, in mid-sentence Mel yelled, “It’s him. It’s Pinto,” as R. J. Pinto pulled in off the highway. In short order it would become evident that Mel’s story would be written another day as I was about to meet Pinto. And, now, so are you.

Drank with Arlo, Dated Alice, Tuned Evel’s motorcycle and much more. They call him Pinto.

Pinto and Mel

Pinto bundles the vigor of a colorful yarn spinner in an 85-year old, burly, gregarious, engaging and earthy package. Pinto still communicates the vitality of a young man who savors grabbing life by the horns. At the same time he reflects on life with a mellowed perspective and insights refined through eight decades of having ones heart and soul polished by the abrading rapids encountered while navigating the river of life.

A brief introduction by Mel tees up what will be a fast moving morning of storytelling. Belying Pinto’s approaching 86^th birthday his memories possess a crispness that brings them to life. Being on the receiving end of Pinto’s rapid fire delivery feels like taking a drink from a fire hose.

Born in Middletown, New York, Pinto, a Korean War Veteran, began a lifelong love for all things motorcycle in the 1950s. It would be an affection that would lead down many paths and involve him in iconic events of the 20^th century American culture.

In the 1960s his passion for motorcycles brought him to a little restaurant called “The Back Room” in Stockbridge, Massachusetts. Purchased by the owner in 1966, it could be found around the back “just a half-mile from the railroad track.” In American culture The Back Room is more fondly remembered as “Alice’s Restaurant.”

He and his motorcycle racing buddies knew the owner, Alice Brock, and Pinto says, “As a group we all comprised a family.” That family had celebrated Thanksgiving in 1965 at the de-consecrated Trinity Church in Great Barrington, Massachusetts that Alice had bought for her home in 1964.

Trinity Church 1966

Pinto’s motorcycle family grew out of his very successful racing career on dirt tracks east of the Mississippi. If he ever chose to have a trophy room, Pinto would have had no trouble filling it with the trophies from over 100 wins.

Pinto with a great affection for the Triumph motorcycles with which he competed says, “Scrambling on dirt was in the DNA of Triumph. Back in the 60s Triumph-powered machines dominated.” His is, indeed, a deep affection. He has kept the Triumph he raced for over 50 years. He says, “My Triumph TT (Tourist Trophy model) has been very good to me.”

The paths of Pinto’s dirt track racing and Alice’s Restaurant intersected in the mid-1960s at the Trinity Church.

Pinto says, “I had done a lot of racing in the Schenectady area. One track in particular, a beautiful track with a little chicane and a jump I found especially friendly.” The tracks friendly environment and Pinto’s showmanship bred a family of supporters that became the Trinity Racing Association. Pinto says, “Alice’s, then husband, Ray Brock and I designed the logo for the Trinity Racing Association that consisted of a yellow circle, red triangle and infinity sign representing the Father, Son and Holy Spirit. Away from the track, the epicenter of team member activity centered on the communal environs of Alice Brock’s Trinity Church home.

Life Magazine   Top – Ray Brock    Middle – Pinto    Bottom – Doug Campbell    Standing Jimmy J.

Pinto says, “I made many friends, many of whom I still know till this day.” On one especially big racing day they all decided to come see Pinto race. Pinto says, “I happen to win that day. So I handed Alice the checkered flag and she hopped on the back of the bike for the victory lap.

Husband Ray taught a shop class and Alice was the school librarian at a local boarding school. Pinto says, “They were gifted creative people.” Being who they were, they attracted a number of students who shared their idealism and their creativity. Arlo Guthrie was one of them.”

Son of American folk legend Woody Guthrie, Arlo graduated from high school in Stockbridge in 1965. After a brief stint in  college, Arlo returned to the Berkshires in November of 1965. He stayed with his friends, Ray and Alice, at the church during the Thanksgiving holidays. A holiday celebration that will forever be memorialized in song.

Alice Brock & Arlo Guthrie

Sometime during the span between the 1965 Thanksgiving dinner at the church and Arlo Guthrie’s July 16^th, 1967 Newport folk Festival live performance of his opus, Alice had called Pinto to come to dinner to meet a young friend of hers named Arlo Guthrie. Pinto says, “I had no idea who Arlo Guthrie was.” At the time I saw a young kid making a living as a troubadour traveling around the country hitchhiking and playing all the café’s and bars in New York and wherever else he could make a few bucks.

Once Guthrie’s monster hit captured the public’s attention the family members peaceable life would be forever changed. Among others Alice would resent her unwanted fame and divorce her husband, Ray. Pinto would find work in the movies.

Pinto played himself in Alice’s Restaurant, the movie, having parts in scenes of the motorcycle race and getting a tattoo. In the process he developed a good relationship with director Arthur Penn. Out of that relationship came other film work involving motorcycles with the likes of Sean Connery and Clint Eastwood.

By early 1969, Pinto and Alice had become a couple. Eight months later the Alice’s Restaurant experience would peak with the release of the movie. Pinto would appear in 1969 issues of Life Magazine and Playboy that profiled the Alice’s Restaurant family. August 18^th Woodstock had exploded on the global consciousness. August 19^th “Alice’s Restaurant” the movie appeared in studios across America. A week later Pinto and Alice left their relationship behind and entered a friendship that continues today.

Pinto racing his Triumph at age 79

In the early 1970s Pinto had moved on to owning a motorcycle tuning operation. Called North Bergen Cycle Shop in Mahwah, NJ it specialized in building and rebuilding motors and optimizing motorcycles for the owner’s intended use. With some humility Pinto says, “If somebody came in with their BSA, Triumph, Harley, Ducati, whatever, if they came in and said I want this set-up to do such and such, make it magic, they came to the right guy.” Fifty years later and now living in rural Virginia, Pinto continues to tune the motorcycles brought to him from far and wide. Pinto smiling with the honest confidence of experience says, “I am still the right guy.”

This brings us to Pinto’s dealings with Evel Knievel. Pinto recalls a man entering North Bergen Cycle in the 1970. Pinto says, “This guy comes walking into my shop. He was a perfect gentleman. He was very honest. He was very honorable. I really liked him.” Evel Kneivel’s manager, through his connections in the motorcycle world had come to Pinto to have Kneivel’s bikes tuned for jumps he would be doing in New Jersey and Pennsylvania. Pinto says, “For me this recognition ranked high on my list of professional “WOW” moments.” Pinto said yes. Shortly thereafter a monstrous Peterbilt decked out in striking red, white and blue Evel Kneivel art thundered into his parking lot.

Up until then Kneivel had used Harley Davidsons and then Triumphs for his jumps. No more. Out of the Peterbilt rolled  seven brand new Laverda 750cc American Eagle Model motorcycles. Pinto says, “They were a very well built high quality Italian motorcycle. I just did everything to assure that they were right on spec. My job demanded that I go over every nut and bolt. The Laverdas were a beautifully designed and built motorcycle. My job was to make sure each delivered peak performance.”

Evel Kneivel after crashing at Pocono Raceway

After being so impressed by Kneivel’s manager, Pinto admits to finding Kneivel to be a rather arrogant and unpleasant individual. Pinto says, “Maybe I just caught him when he was having a few bad days.”

Pinto, in recalling Kneivel’s jump attempt at Pocono Raceway ended in a terrible crash resulting in serious injury says, “ He missed the jump and wiped out. I could not help but think of his reputation as a heavy drinker.” It was documented that before every jump Kneivel would take a shot of Wild Turkey for good luck. Sometimes it would be two or three shots if he felt the need for extra luck. “Maybe this time the extra shots brought bad luck,”says Pinto.

In reflecting Pinto says, “What is the saying, If you love what you do it is never work. My life and my profession, in large part revolved around my passion for motorcycles. All those involved with my passion I loved and continue to do so.”

Pinto concludes motioning towards Mel saying, “Mel here shares my passion. I love him like a brother. I am blessed.”

Tomorrow will commence my Charles Kuralt blue highways, back roads tribute tour. As such, I am yet to have exciting tales hand-picked from road side discoveries to be served up like farm fresh delicacies for your personal consumption.

If one can will the future though, I would love nothing better than to manifest glorious surprises. As my mind wanders I imagine stumbling upon a shabby yet substantial barn nestled in a wooded expanse “out back” of a weathered farm house. Parting the barn’s feeble creaking doors reveals it to be chockablock with classic contents, each resides under a blanket of fine dust that speaks to a rich past like tree rings. All possess histories of once being driven by mid-century Hollywood royalty. It would be enough to make Tom Cotter cry. Hey, you have your fantasies, I’ll have mine.

However, while organizing my back country journey I did come across a fascinating stolen car story with its roots in the closing days of WWII and its resolution well into the next century with a conclusion worthy of O’Henry.

The following offers what I believe to be the best multiple decade stolen car story with an “I did not see that coming” conclusion.

Return of the Zipper King

Threads that interweave to create the fabric of this 21^st century ownership puzzle are many and involved. It all began at the 1935 Berlin Motor Show. Heroically displayed as the centerpiece of the Mercedes-Benz exhibit and indeed of the whole event, stood the gleaming

1935 Berlin Motor Show

Mercedes-Benz 500K Special Roadster, chassis number 105380. Built in 1935 during the 1934 and 1936 model run, it shone as a gleaming jewel of advanced engineering and design. Recognized as one of the greatest performance automobiles of the pre-war era, Mercedes-Benz produced a total of 342 500Ks with only 29 being Special Roadsters. Its supercharged (thus the “K” designation) 5.0-liter inline-8 cylinder produce 160 horsepower. Blazing fast in the context of the time, it could easily top 100 miles per hour. The 500K’s advanced engineering extended to the chassis which featured a sophisticated 4-wheel independent suspension with double wishbones at the front, a double-joint swing axle in the rear as well as coil springs and dampers.

As The Autocar wrote in 1936: “This is a master car for the very few. The sheer insolence of its power affords an experience on its own.”

Everybody loved it. However, a precious few could afford it with its 1935 selling price of 28,000 Reichsmark ($11,200). One person who did love it and could afford it was industrialist Hanz Prym. He purchased the car new after the Berlin Motor Show in 1936.

Hanz Prym

Prym known as the “Zipper King,” lead the oldest family-owned business in Germany. For 12 generations the Prym family specialized in the manufacture of haberdashery and copper and brass products such as zippers and buttons. During the war Prym industries supplied the war effort with turbine blades as well as buttons and zippers. It should be noted that while a German industrialist and briefly imprisoned by the allies in 1945, Prym held no sympathies for the Nazi’s. He supported the Weimar Republic and actually advocated for the return of the monarchy.

When World War II came, Prym retreated to his estate in Stolberg Germany taking the 500K with him and secreting it away on the estate grounds. The 500K quietly resided in its sanctuary while the war raged until late fall of 1944 when the collapsing German war effort saw allied troops in the form of the 3^rd Armored Division (known as the Spearhead because they always like to be out in front) cross the Siegfried Line and set of camp in Stolberg at the Prym estate mansion.

First hand commentary by soldiers in the 3^rd Armored Division confirmed Spearhead occupation of the Prym estate.

“The division ensconced its headquarters in the plush luxury of the Prym Mansion, just south  and east of Stolberg. The rainy winter weather soon turned the entire Division area into a sea of mud.  There were daily skirmishes and firefights, and at night patrols probed for information. Artillery  action was continuous. The men were tired and the machines needed maintenance in the worst way. Shellfire was the bane of  existence  at Stolberg and in the surrounding towns. German guns located in the Duren area constantly shelled “Spearhead” positions.”

Bivouac style encampment on Hanz Prym’s estate September 1944

During this time the car disappeared from its hiding place on Prym’s estate. Early versions of what happened told of the 500K being sold to an American soldier. Once released by  the allies after a short detention, it is said that Prym, who died in 1990, was furious upon learning that his prized Mercedes was gone. The Prym family vehemently rejected the story of the car being sold as an outright lie. The version that subsequently gained traction and stuck described the car as being spirited away by a U.S. Army Colonel and shipped to the United States while Hanz Prym was being held in the custody of Allied forces. Regardless of the reason, the 500K had vanished. Decades would pass until in 1976 when it appeared in the collection of Russell Strauch in Toledo, Ohio. From that time until 2011, Prym’s 500K changed hands with some regularity. During that period in the early 1990’s it underwent a complete restoration.

2011 RM Auctions

Then, in 2011 it starred center stage at the 2011 RM Monterey auction. There it changed hands for the princely sum of $3.7 million gleefully spent by Dutch classic car aficionado Frans van Haren. Joyfully, van Haren prepared to share his magnificent acquisition with the automotive world on Europe’s biggest stage. He intended to ship his prize to Techno Classica in Essen Germany in 2012. And he did. And that is when the Scheisse hit the fan.

Beautifully bathed in photogenic light for all to see, just not for long. Within a few hours the German authorities set eyes on the gleaming 500K and summarily seized it. Frans van Haren had been accused by the descendants of Hanz Prym of possessing stolen property. Their property. By bringing Prym’s 500K back to Germany van Haren had subjected his prized possession to German law, law that could only be enforced if the car was in Germany.

With frenzied bewilderment thick in the air along with $3.7 million disappearing into thin air, fingers seeking targets to blame flashed about pointing in all directions. At this point it would seem timely to mention that, at auction, RM Auctions stated, “Interim history is unknown.” More than 20 years of history resided in darkness and, oh yes, there was no title involved in this or any of the earlier transactions. Game on.

By the end of 2012 a German court in Hamburg ruled that the allied soldier did not have the right to take possession of the car. The 500K Special Roadster belonged to the Prym heirs not van Haren. As to what satisfaction van Haren can get from those who sold him the car, that is a story for another day.

As to the Prym progeny, in 2016 Bonhams auctioned the Prym family’s Berlin Motor Show 500K Special Roadster at the Bonham’s Chateau de Chantilly auction. It sold for $5.29 million.

As to any complaints van Haren may have, the Prym family says, “zip it.”

Cars & Coffee, Caffeine & Carburetors, Cars & Croissants, you get the idea. Starting somewhat organically in 2006, the original Cars & Coffee came to life on a spacious (organizers thought) corporate parking lot in Irvine California. It’s astounding and fatal success created a new class of casual auto event. In the case of Cars & Coffee Irvine, its demise came abruptly on December 20^th of 2014 when 2,000 classic cars showed up. Cause of death – too popular.

In 2013 an enterprising 20-something Jerseyite decided that North Jersey needed a branded source of events with its own distinctive character. Thus was born Cars & Caffe. Caffe is Italian for coffee. Hey, this is Jersey.

Meet the man behind Cars & Caffe, Tony Boniello

Cars & Caffe’s Tony Boniello is always looking to

brew up something new

So, what if you threw a party and 10,000 cars showed up. Ask Tony Boniello. In the fall of 2017, Boniello in partnering with other groups held a Sunday Cars & Caffe event that filled a major North Jersey shopping mall parking lot and drew 20,000 people in addition to the 10,000 very cool cars. Tony openly admits that that event stands out as an outlier significantly contrasting with the 500 to 1,000 car events associated with the Cars & Caffe name.

Matt Maisano and Tony Boniello

Drivin’ News caught up with Tony at this year’s final Cars & Caffe event. Taking place at well known classic car storage facility Motorcar Manor in Ramsey, NJ, and co-hosted by Motorcar Manor owner Matt Maisano, it provided a perfect venue to display Tony’s vision of a classic Cars & Caffe event.

Tony’s path to staging an eclectic array of distinctive classic car events began as a pre-teen. A fascination with automobiles at an early age evolved into a driving (literally) passion as Tony aged through his teens becoming a true automobile enthusiast. During the journey his desire to classic car event manage took shape.

The essence and attraction of the original and oft copied Cars & Coffee concept resides in its simplicity. It many ways it resembles a slow motion classic automobile flash mob. Tony explains saying, “it’s really intended for like-minded car enthusiasts. The crowd is welcome, but it’s really a car event for car people.“  For the event, enthusiasts’ cars casually assemble at a designated gathering site. Tony says, “It is a very laid back gathering of automotive enthusiasts from across all spectrums of the car world, muscle cars, exotic cars, hot rods, pre-war, post-war, brand-new and JDM (Japanese Domestic Market).” The event exists to provide a communal assembly for like minded enthusiasts. Tony says, It is not a cruise. It is not a concours. There’s no judging. It’s car people engaging, enjoying and bonding with other car people.” Events normally do not promote to spectators though they are welcome. Events take only a few hours on a Sunday morning, never past noon.

Co-Host Matt says, “Enthusiasts drive their car to the event. They hang out for just a couple of hours and then they leave. There’s no entry fees, no registration, no trophies, no ceremonies, no DJs it’s all about the cars. There’s nothing but car people enjoying each other’s cars and conversation. It’s pure. It’s a quick event. You can leave whenever you want. It’s perfect. You can enjoy a great car event and still have time to get stuff done with the rest of your day.

As a teenager Tony witnessed first-hand the promise and problems by attending the original Cars & Coffee Irvine event. Back on the east coast a very successful version of the Cars & Coffee concept called Caffeine and Carburetors blossomed in New Canaan Connecticut. Tony recognized the New Canaan groups commitment to the concept and their professionalism. It all came together when at the age of 20 Tony decided to bring the Cars & Coffee concept to Bergen County. So why not Cars & Coffee?

Tony Says that the owners of the Cars & Coffee brand wanted a five-figure licensing fee. As a college student, the idea of a debt that size held no appeal. Tony decided that he would develop his own branded event.

Tony says, “I didn’t see the advantage of shouldering that debt. I chose rather to build my own brand. I created my own database, my own network and my own business model.” He admits that it remains a work in progress.” His attitude embraces the “Build it and they will come” philosophy with a version that states “Keep building it better and more will come.” And what about the name?

Tony says,  “I wanted to do something unique, something with a little Italian flair. There’s a lot of spin-offs of Cars & Coffee. Being Italian I had a fondness for the Italian word for Coffee, Caffe.

Tony believes that over his eight years in operation, Cars & Caffe has developed a reputation not unlike Caffeine and Carburetors which he clearly respects. Tony says, “The New Canaan event is synonymous with upscale collectible vehicles old and new in the Northeast. I like to believe that Cars & Caffe is at home in that category.”

Tony acknowledges that rules, control and being a good neighbor play a critical role in the ongoing acceptance and success of an event. Rules, if violated will result in a person and vehicle being banned. Rules are simple: No engine revving, shut your audio system off, no burnouts, no donuts (They don’t mean the Dunkin kind) and no speeding.

Tony has incorporated fund raising and food donation as an integral part of the Cars & Caffe culture. His first show featured a Hurricane Sandy fundraiser. The event at Motorcar Manor combined a very successful food drive and a fundraiser to help defray the medical costs facing an 8-year old stroke victim.

Over the years Tony has shepherded the character of Cars & Caffe events with the goal being to promote an ever more eclectic composition. He notes that early on the location of the event would significantly impact the type of cars that would show up. Tony says, “When we were at Ridgewood High School early on, we got a lot of vintage American cars and vintage European cars. As I moved the events around it became more Supercar heavy.” As Cars & Caffe has developed its personality, it has become a more consistently eclectic event. Tony, clearly pleased, says, “Now at any event you might have a Jaguar XK120 pull in next to a Porsche 918 or a ’55 T-Bird alongside a LaFerrari, a brand new Corvette next to a “63 split window fuelie. It’s great.”

Clearly, Tony possesses a vision that extends beyond his Cars & Caffe events. He has set his sights on developing a regional presence. His efforts already evidence themselves with events such as Festival Italiano a judged event with over 100 cars of Italian heritage, RennZeign German heritage concours and “Cars on the Lawn,” a curated eclectic display of 150 cars at the ex-Vanderbilt Florham Mansion.

Tony says, “I think there’s a demand for a large-scale high-end  family of events in the Northeast. I would like to bring that to reality and I’m working towards that every day.

In closing Tony says, “I have found that Cars & Caffe is more about the people than the cars. I think that the community and the friendships that have been made help pass our passion, appreciation and respect for the classic automobile on to the next Generation. There’s a lot of younger people, high school kids, even middle school and younger that their parents bring. I see these kids grow up. I see these kids get their driver’s license and continue with the interest they have developed though our events.

Clearly Tony has found the rewards of Cars & Caffe to be his cup of tea.