It would be my first job in the automobile industry. It was 1975 and Mercedes-Benz of North America hired me to create their first audio-visual technical training system. I would be creating educational programs to train technicians at the dealership. I was thrilled to be working for the iconic three-pointed star – A good company, with good people and great cars. I had no clue that I stood on the brink of what would be a  lifetime avocation.

It happened so serendipitously. One day early in my career at Mercedes-Benz I encountered the very polished Count, yes Count, Marcus Clary a Public Relations executive. He was discarding new car brochures from previous years. I asked if I could take some. Help yourself was the reply.

Thus began a lifetime of opportunistic dumpster diving at North American car companies as decade after decade I witnessed most automotive manufacturers indiscriminately discarding what they viewed as outdated sales literature and I saw as important future messengers of history.

Over 100 years ago the new car brochure came to life in a world cluttered with expensive hand built cars desperately seeking to be noticed.

Over coming decades the new car brochure would evolve as a powerful 20^th century sales tool and a valuable reference for the future study of automotive history.

Now as we witness, with some sadness, the sacrifice on the altar of digital efficiency of the high quality, brilliantly photographed, aesthetically striking and increasingly expensive bibles of the new car sales effort, I would like to take an admiring look back at whence they came.

Evolution of the new car brochure

(Part 1 – 1900 to 1940)

1936 Ford

In the early 1900s the emergence of the automobile as a commercial venture demanded printed material that would help present, position and promote this new contraption.

Over roughly the next one hundred years the new car brochure would tide a wave of evolution and sometimes revolution in design, technology, socioeconomic conditions, societal values, editorial style and graphic delivery.

One need look no further than the very first page of the very first Cadillac catalog to see the role set aside for the new car brochure. The year was 1903.

1903 Cadillac

“Being unable to reach the majority of prospective purchasers of automobiles by Agencies or personal calls we […]

Entering Ed Jurist’s Vintage Car Store in Nyack, New York offered a visual wonderment of not only vintage automotive but, as well, vintage aircraft art and artifacts. A 12-cylinder Merlin engine, the type famous for powering the P-51 Mustang, sat proudly cradled where it could be viewed through the building’s large front window that faced the street.

On this day in 1982, I had originally strolled in to interview Jurist about a Sherman tank he had sold to a Hollywood rental business years before. As the interview wound down to allow Jurist to depart for dinner, the topic of vintage aircraft surfaced. Suddenly dinner could wait as an animated Jurist held forth on his experiences purchasing vintage war planes from around the world. While the tank story was written and published, the telling of Jurist’s vintage war plane exploits never made it to print, until now.

Buckle your lap belts and hang on for the story of the sputtering Mosquito and the Virgin Loretto.

The sputtering Mosquito and the Virgin Loretto

DeHaviland Mosquito

Though pilot and copilot alike had faced death before while flying bombers in WWII, concern tinged their voices as their eyes flicked across the dead black skies above the jagged, unforgiving and equally black Pyrenees mountains somewhere below. As to how far below, they could only venture a sweaty guess. Spotting a light, any light filled the content of their unspoken prayers as an engine of the vintage WWII DeHaviland Mosquito twin engine bomber sputtered and coughed in what portended to be a death rattle if the plane could not find a place to land and land soon.

Jurist was never a stranger to aircraft adventure starting with his exploits as a wartime B-17 bomber pilot with the Eighth Air Force. Shot down over Nazi Germany, Jurist actually escaped from the Nazi prisoner of war camp where he had been held. In later years Jurist set up business in an old Cadillac dealership built in 1927 that was home to his Vintage Car Store. There, in addition to travelling the world in search of rare and valuable automobiles, he dedicated himself to finding and preserving vintage aircraft, primarily of the military variety. Jurist during his years of searching out vintage war planes brought in more vintage […]

All Americans had been warned. No meaningful correspondence should be tossed into a hotel waste basket. Assume that your room has a listening device. Any private conversation should be held outdoors in the open square. These warnings were to be taken seriously when working behind the Iron Curtain during the cold war. So recalls Patty Moore a member of a unique team of exceptional design talent assembled by 20^th Century industrial design icon Raymond Loewy. Talented and brash, the team faced the daunting challenge of creating a world car for the Soviet Union to market around the globe in the 1970s.

Though an American citizen, Mr. Loewy was French by birth and thus acceptable to the Soviets. However, the small team he assembled to create the design was 100% American.

For American and Soviet alike, pronounced egos and sharp elbows bruised at every turn. Conflicting creative styles and attitudes born of clashing ideologies destined the project to be equal parts car story and John le Carre novel.

In the early 1980s, I had been in contact with Mr. Loewy as well as members of his design team. I have taped interviews conducted in 1982 with design team members as well as what may be the only existing images of the concept car.

What follows is the birth story of the ill-fated Moskvitch XRL.

Raymond Loewy’s 1970s Soviet world car adventure

Initial version of Moskvitch XRL

For the Soviet Union in the 1970s, it was a bold undertaking. The Soviet plan called for producing a family sedan, the Moskvitch, to sell in the new car showrooms of the western economies. To pull it off they reached out beyond the Iron Curtain to a Frenchman by birth and a naturalized American citizen by choice. He would be the man bold enough to succeed. He was Raymond Loewy, father of industrial design, creator of the Avanti, Studebaker starlight coupe, Shell logo, modern Coca-Cola bottle and hundreds more cultural icons.

Early Moskvitch sketch

In this era of Nixon and Brezhnev, Détente was in bloom. This warming of relations coincided with a Soviet 5-year plan that emphasized aggressively marketing consumer goods to the West. The red stars had aligned to create a profound need for a serious upgrade of Soviet consumer product aesthetics.

Loewy anticipated the extraordinary opportunity. As the creative genius who […]