MotorCities National Heritage Area

Concept cars bring on the star power

Margery Krevsky

How does the automotive business decide what new features, technology and design the public will like? This is one of the mysteries of the auto business and a multi-million dollar question.

Research and focus groups give some ideas, but the auto show is where the American public gets to meet some of the newest ideas. Here is where the concept car reigns. It's what people want to see and dream about.

When you go to an auto show, one of the most popular parts of the exhibit is the concept cars or show vehicles. People use them as "photo ops" and many are the talk of the show. These cars are a "one of a kind" made only for the show. Most manufacturers develop concept cars and several have even made it into production. It gives designers an opportunity to stretch their thoughts and go in different directions regarding technology and design. Although few ever make it to the assembly line for public consumption, it gives designers a gauge on consumer reaction. These cars can be radical in design, color and use of nontraditional materials. In these cars, seating positions can get rearranged and the interiors can be outfitted with unique luxurious fittings or unusual concepts in rubber or paper.

The first concept car is credited to famous auto designer Harley Earl of General Motors in 1938. The Buick Y-job was a two-seater convertible with reduced front grille and handsome whitewall tires featuring art deco chrome side trim. This was a beauty and whetted the public's appetite for designs that reflected new thoughts and car dreams. It made people think of another level of vehicle and how it could enhance their life.

Rarely does a concept car go into production. If it is considered a winner in the public's opinion it will undergo many changes before the car is brought to a dealer showroom. Because concept cars are often radical in engine or design they are often impractical or unprofitable to produce. In many cases they are works of art to be viewed as futuristic development studies. Most concept cars cannot be driven over 10 mph due to safety issues. A small proportion of them are functional.

Some of the more notable concept cars are:

Ford Nucleon, 1958: a nuclear-powered car

Pontiac Bonneville Special, 1954: Pontiac's first two-seater sports car debuted at 1954 Motorama

Volvo YCC, 2004: first car designed by an all-woman team

Most concept cars are destroyed after their star power gleams on the auto show circuit for one year. You can catch some at automotive museums and car buff collections. One car that made it to stardom is the original Batmobile, which was part of the ABC TV series in 1966. This car was originally a Ford Motor Company Lincoln Futura from 1954.

Manufacturers have taken some good clues in what catches the public's attention from concept car viewings. A good example is the 1968 Mitsubishi SST, which featured a cutting-edge paint color and aggressive design.

Margery Krevsky is the author of "Sirens of Chrome" and blogs at www.sirensofchrome.com. She is also CEO of Productions Plus, a supplier to the automotive industry. Researcher Maureen MacDonald contributed to this story. For more information about Michigan's automotive industry and labor heritage, go to the MotorCities National Heritage Area's Web site, www.motorcities.org.