Current economic issues aside, cars have lost much of their romanticism. Through the mid-20th Century, most families only had one car, so autos became symbolic of family trips and, later, teenagers’ exuberantly tasting independence when awarded the keys. Now, when most homes have a vehicle for every driving-age family member, there’s less identification with a “family car.”
Although today’s vehicles offer exponentially greater aesthetic choices and creature comforts than their early-generation counterparts, they don’t convey the same sense of power and vitality behind the wheel. When was the last time you heard a song about someone’s affinity for his Toyota Camry, Ford Explorer or Hyundai Elantra? Granted, some country singers mention their trucks, and rappers sometimes brag about their blinged-out Escalades, but ditties devoted solely to cars have become rare indeed. Thus, with the exception of nostalgia buffs and hardcore gearheads, cars are primarily viewed as a means of transportation or, among those who can afford high-end vehicles, a status symbol.
But, through photos, vintage films and anecdotes, the “golden age” of cars and the open road live on. Automotive nostalgia looms prominently as General Motors (GM) and its many brands – Chevrolet, Buick, Pontiac, GMC Trucks, etc. – celebrates its 100th anniversary this year, which was formally observed on September 16. Though GM’s product line has changed significantly during its century, and the company has persevered through difficult economic times and increased competition, its legacy reinforces the company’s contributions to American culture. Although GM CEO Rick Wagoner commented that only approximately 15% of GM’s centennial celebration would focus on its past, the appeal of its yesteryear dealership signage, billboards and other graphic spectaculars remains powerful.
ST thanks Christo Datini, GM Media Archives’ lead researcher, for his efforts in compiling photos that help underscore the longstanding strength of the GM brand. Ralph White, a Houston-based, GM-sign enthusiast, also contributed imagery.