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Austin-Healey Spritely Sing-A-Long!

8/1/2019

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July/Aug 2019 edition
Issue #6 AutoMobilia Resource Magazine
David Kayser
In the classic trinity of British mass-produced sports cars of the 1950s and 1960s as represented by Austin Healey, MG, and Triumph, it’s the Austin Healey that seems to hold the most interest among collectors of marque sales literature and advertising ephemera. And within this collector niche it’s the “Big Healey” that rises to the top
AustinHealeySpritelySongBrochure.jpg
With total production lasting just 14 years, the “big” Austin Healey first introduced as the Austin Healey 100 in 1953, through the evolution to the 6-cylinder 100-6 and in its final form, the Austin Healey 3000 seemed to rise above both its contemporary brethren, the MG TD/TF and later MGA and MGB as well as their mutual rival the Triumph TRs as it would seem that Donald Healey’s personal imprint of the cars which bore his name sigificantly enhanced its long-lasting appeal
AustinHealeySpriteMusicSheet.jpg


​“Let’s All Sing A Sprite-ly Song” mailer brochure:

This unusually wacky and whimsical mailer is a rare find. It was intended to be sent by the dealer directly to prospective Mark l Sprite customers, and features sheet music and lyrics to the song with the lines: “Sprite Sprite Just Right- For Your Motoring De-light”… New-est Sports Car on the Road…Hot As Dy-na mite” Not easy to find, but when you do, expect to pay in the $40 range. (Just don’t expect to find it on iTunes anytime soon.)
The introduction of the “Bugeye” Sprite in 1958 created an affordable entry into sports car ownership for many, and an advertising challenge to reach younger buyers not unlike todays marketing efforts to millennials.  
The uniquely styled “Bugeye” lasted until 1961 then limped on until 1971... an inglorious end to the Austin Healey marque.

David Kayser

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AustinHealeyBrochure.jpg
Austin Healey 100: There are multiple versions of early “100” literature.  Originally issued with a thick textured embossed cover, the identical multipage catalogs were later issued without these attractive covers. Priced today about $100 for an excellent early version, or $40 or so for one sans covers. A different and simpler 4-page folder was also issued (pub.#981), usually valued at around $25-$30.

AustinHealey100SixBrochure.jpg
Above and below: 100S
The factory built racing version of the “100” was marketed with its own brochure (pub# 1172). This brochure is very rare so BEWARE!… There are reasonably high-quality reprints out there, produced in 1980s. The paper is wrong, but it can be difficult for the amateur collector to determine at a quick glance. The value of the genuine brochure is $125+.
Picture
Below: 3000
There are many variations of 3000 literature, each with their own publication numbers and suffixes. It is quite a challenge to find them all, so club support would be your best guide if you’re one of those truly obsessive hard-core collectors! There is little price differential between Mark l through Mark lll versions of Austin Healey 3000 literature. Still relatively easy to find, prices have remained steady at $25-35 for some time. As the vast majority of British sports car production was destined for the booming US market, the most difficult to find variations, are the far rarer brochures printed in languages other than English for the French, German, or Dutch markets.  Be prepared to pay at least $50 and up for any non-English language brochure, like the German one shown.
AustinHealey3000GermanBrochure.jpg
Below:  Austin Healey Sprite
The exceptionally rare “Bugeye” Sprite Mk l,  USA introductory press kit issued by BMC consists of photos and press release sheets in a textured blue binder.  Expect to pay $250 to $350… if you can find one! The best Mark l Sprite full brochure is this 8-page folder (pub#1590). Interesting footnote: the brochure features a black car on the cover, a color not available for the Sprite!

AustinHealeySpriteBrochureBLUE.jpg
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Formula Junior Literature

5/15/2019

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May/June 2019 edition
Issue #5 AutoMobilia Resource Magazine
David Kayser
In the 1950s, sports car racing experienced significant popularity all across the country as it was the most affordable way for most amateur race enthusiasts to enjoy competitive motorsports. However, the amateur racer faced limited choices if he or she was ready to advance and experience the excitement of a true purpose-built, open-wheel, single-seat race car.    
​ 
To address this void and create an affordable alternative, the FIA created “Formula Junior” class of open wheel racing cars, designed to allow chassis constructors to utilize readily available existing mass-produced components, such as engines, transmissions, and brakes. 
​
These various “FJ” builders were small companies who often advertised with tiny ads in the back pages of sports car and specialist racing magazines. The manufacturers would encourage a prospective customer to write directly to the “factory” for more information. Being so small, they could not be expected to produce extravagant promotional material and sales brochures. What they offered was crude and almost invariably printed in black and white, on cheap thin paper. 


​Lotus Junior – 4-page brochure: 
Printed on very thin paper. Highlights the Lotus Junior’s UK race successes on the inside, along with specs, and several views of the car.
Lotus Junior Lit Picture
Lotus sold their Formula Junior (Lotus 18) in the US through its notoriously poorly supported USA distribution arrangement with several “exclusive” East coast and West coast dealers, who usually found sales literature from England virtually impossible to procure, causing them to scramble together some simple flyers. Several Italian constructors including Taraschi, Bandini, and Volpini were represented in the USA by Biener Motors, a New York area Pontiac dealer, who printed their own sales literature utilizing parts of the original Italian market brochure, along with their own descriptive text in a paste-up, especially for USA market customers. These brochures were printed in very limited batches even by the standards of their time. Values today range between $50-$150 depending on the usual factors of rarity and condition.
 
Let’s take a look at some these the brochures. You won’t find any clever “Mad Men” inspired copy, or detect the work of an adventurously creative art director here. These were racing cars aimed at a specialist market of knowledgeable customers, just presenting specs, data, and a few photos in a simple direct manor with a minimum of hype.
Cooper Formula Junior Picture
Original race car sales brochures are among the most challenging examples of collectible automobile literature to find. Obviously, the original market for these cars was small even in period, and the marketing budgets of the overwhelming majority of these companies was minimal. The challenge for the serious collector or racing historian becomes sourcing what remains 60 years later.
​
Values of these brochures is often directly related to the relative successes the car or constructor had when the cars were new, as well as their current representation at vintage races today. Therefore, Lotus brochures are valued more than say a Dane brochure; the halo and legacy of Lotus race history is more significant.
Bandini Formula Junior Picture





​Bandini – 4-page brochure: Another FJ sold by Biener Motors, this is the only brochure I’ve seen featuring a testimonial from a famous driver. Roger Ward is featured in consultation with fellow Indy 500 driver Jim Rathman discussing the handling qualities of the Bandini.

 
Specialist automobile literature, or automobilia dealers who generally deal in racing ephemera, would probably be the best place to start your search. Additionally, check out the various auction houses both internationally, and regionally, that have regularly scheduled auction sales where some of the most obscure and desirable material regularly surfaces… though the bidding often becomes intense for the very best items. As always, maintaining a standing search on eBay occasionally results in finding that elusive bargain.
Yimkin Lit Picture







​Yimkin – 4-page brochure:
This folder from a UK constructor makes a case for considering a Yimkin because of its ease of care and outstanding reliability. An unusual pitch for a racing car!

This innovative, relatively affordable, yet very sophisticated formula class, was responsible for jump starting the careers of a multitude of talented drivers into the early 1960s. The very rare surviving sales brochures saved in the archives of collectors of historic racing literature, often serve as a fascinating historical document in this important era of racing, as well as an often, invaluable resource for current owners dedicated to achieving period correct restorations.
​
 David Kayser

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Picture







​Taraschi – 4-page brochure: 
Printed by the USA importer, Biener Motors. Multiple views of the car and engine along with an extensive listing of specifications highlighting its unique DeDion suspension.

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Getting the “Willys”

3/1/2019

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Mar/Apr 2019 edition
Issue #4 AutoMobilia Resource Magazine
David Kayser
There are few brands with a more iconic history than “Jeep.”  For almost 80 years and through a multiple of corporate incarnations, the Jeep brand has remained synonymous with all-wheel drive ruggedness and an adventure lifestyle. From the beginning, the early sales literature has emphasized this theme through evocative illustrative artwork, while always referencing roots in the original military Jeep. 

Conceived during the rumblings preceding World War II.  Jeeps’ three surrogate parents: Bantam, Willys, and Ford were charged by the USA government to develop a lightweight all-wheel drive military utility vehicle. The bulk of the project development eventually fell to Willys with wartime production reaching to over 350,000 vehicles.
​
In mid 1945, Willys began to explore the civilian market, hoping to leverage the reputation for extreme utility and durability, which the Jeep had earned for the allies during the war.
1960sJeepAd
An early brochure printed in 1945 attempted to position the Jeep as an ideal farm vehicle for light utility for business.  Its cover depicts a thinly disguised Military-version Jeep parked in front of a general store in rural America, surrounded by a cross section of townspeople, representing various trades enthusiastically admiring it.
​
Starting in 1947, Willys soon expanded marketing efforts by appealing to industrial users, and created targeted sales literature directed to the booming postwar manufacturing industry. 
JeepWillysAd
Soon special purpose variants developed, and Willys began to consider expanding to the nascent postwar family and recreational vehicle market.  Hiring the famous industrial designer Brooks Stevens to add a styling flair to the utilitarian design by creating the Jeepster Station Wagon, Willys had stumbled on a market segment, which today is considered the forerunner of the contemporary SUV.
​
Jeepster brochures prominently featured illustrations of families on the go with an emphasis on leisure adventure, like camping and lake fishing, instead of appealing to the usual mundane utilitarian uses of a truck based vehicle.
JeepPlanningAdvertisement
By 1953 Willys Overland was struggling after an ill-fated attempt to re-enter the passenger car market, and was bought out by Kaiser Motors.  The company name would soon again change to Kaiser-Jeep, when in 1962 Brook Stevens was again hired to design a larger, all-wheel drive vehicle, which would become the “Wagoneer”, enhanced over time with more luxurious features and trim, and moved significantly upscale, it still retained its basic design architecture during a production run of 29 years!
​
From the late 1940s through the mid 1960s, Jeep promotional advertising reflected a constant theme of the rugged lifestyle as the original Jeep concept as it evolved through various CJ models, up though what now are seen as prescient, SUV incarnations.
JeepWagoneersAdvertisement
Jeep sales literature from the late 1940s through the mid 1950s, is becoming somewhat difficult to find, and is priced accordingly. Entry into collecting these wonderfully illustrated brochures is still nominal… in the $30 to $40 range. The mid 1960s and later material is easy to find from the usual sources, and therefore very inexpensive, running around $10 or less.
​
David Kayser

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JeepAmericasGreatestAllPurposeCarAdvertisement
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Fitch Literature

1/1/2019

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Jan/Feb 2019 edition
Issue #3 AutoMobilia Resource
David Kayser
FitchLiterature

The late John Cooper Fitch’s storied 18-year racing career began in the early 1950s, which included driving for the factory teams of Mercedes-Benz, and later Chevrolet, competing at the highest level in Europe and the USA. In the 1960s, he was heavily involved with improving and modifying cars, and inventing automotive safety items such as the ‘Fitch Inertial Barrier’. You see these safety barriers at exit ramps and abutments on all public highways.

Fitch’s specially modified versions of two of GM’s most innovative 1960’s production cars, constitute a source of some of the more obscure and interesting collectable American car literature of the era.
Though rare, compared to the “regular” Chevrolet Corvair or Oldsmobile Toronado advertising material, Fitch literature will often be found on eBay, using keywords “Fitch” in combination with Corvair, or from the larger automobile literature dealers that maintain a focus on sports car or racing material. Expect to pay between $20 to $50 for the brochures described in this article. Here, the limited awareness and relative obscurity of the subject, more than compensates for its rarity in determining market value. A rare win for the sophisticated collector.

The Fitch Sprint: Soon after its introduction in 1960, John Fitch became intrigued with the potential of Chevrolet’s new Corvair. He developed a series of suspension modifications, later adding engine tuning tricks that would be found in his specially prepared Corvairs promoted as “Fitch Sprints”, and eventually selling these components separately, or as complete kits installed at select Chevy dealers. Several variations of the Fitch Sprint brochures were printed, featuring the prepared Fitch Sprint, as well as featuring the available components individually. These early first series brochures are significantly rarer than those of the second-generation cars.

The post 1965 cars were a vast improvement with their fully articulated trailing arm rear suspension, and the brochures also became more sophisticated, with textured paper and real staples!


Fitch Phantom: Fitch applied a similar formula to the revolutionary front wheel drive 1966 Oldsmobile Toronado, adding performance enhancements, and innovative luxury features befitting this upmarket car…. a sliding fabric sunroof and “Fan-Aire” seats were included. It appears two cars were built, one 1966, and one 1967.

The elegantly simple square 7.5” x 7.5” black and white brochure rather immodestly titled “The Phantom by Fitch. Toronado Inspired”, not only played up the performance improvements, but also positioned the Phantom as a Grand Touring car with an (unusual for the time) emphasis on the sound system. Highlights featured both a stereophonic tape deck and a radio reverberator(!) 

The Fitch Phoenix: The 1966 Fitch Phoenix was constructed at Frank Reisner’s Intermeccanica Carrozeria in Italy, utilizing modified Corvair mechanicals.  It was built on a shortened second-generation Corvair chassis and originally intended as a high-style American designed alternative to a Porsche, combining a number of unique (though somewhat dissonant) styling elements. There was an optimistic production goal of building upwards of 500 examples, but only one prototype was ever built.

A very collectible small folder inviting the public to see the Phoenix was distributed in advance to customers of the upscale sporting fashion outfitter, Abercrombie and Fitch (no relation to John) as well as to members of various sports car clubs in the area. This small folder presented an artist rendering of the Phoenix, proclaiming “A Limited Edition” .....it sure was! Interestingly, this small brochure featured a “co-op” ad on the back for Alitalia Airlines; presumably offsetting the expense of flying the completed Phoenix from Intermeccanica’s Turin Carrozzeria to NYC!

A provocative and beautifully produced 8.5” x 11” “real” sales brochure was soon issued with the teasing ad copy, “Delightfully Different Wickedly Beautiful”, along with a profile of John Fitch standing next to the Phoenix.
​
By 1966, upcoming legislation and safety & emissions regulations signaled an end to the era of small scale USA based specialist enthusiast constructors like John Fitch and Co., but thankfully through the advertising materials, we can still experience some of that era’s boundless optimism.

David Kayser

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Vintage Toaster Advertising...uh!

11/1/2018

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Nov/Dec 2018 edition
Issue #2 AutoMobilia Resource Magazine
David Kayser
As vintage automobile sales literature and related printed advertising materials are found in just about every vintage car enthusiasts automobilia collection, it makes it a niche worth examining.
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Considering that as far I know, there is no significant community of eager enthusiasts seeking out, say, vintage toaster advertising, what is it about vintage automobile advertising that accounts for a vibrant worldwide market for buying and selling this stuff?  
​
All advertising relies on a combination of alluring graphics with engaging ad copy and text, to engage and seduce its target audience by making the product appear desirable in both in form and function. Hopefully this leads to serious consideration, ending in a purchase.

1955FordThunderbirdCarBrochureMotoringLiteratureDavidKayserAutomobiliaResource
1955 Ford Thunderbird car brochure. Certainly a blatantly targeted campaign to women drivers.
1960PontiacBonnevilleCustomSafariBrochureMotoringLiteratureAutomobilia1960 Pontiac Bonneville Safari car brochure.

From the beginning, the car inspired a more significant hold on our collective imaginations. Once owning a car had become a part of everyday living, advertising became less focused on mechanical attributes that had by now become universal and instead presented even the most mundane car as a form of personal expression beyond just its utility of transportation. This was achieved by copywriters triggering the allure of escape to the open road and an appeal to individualism.
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Much of the over-the-top advertising prose from the 1950’s into the 60’s has resulted in a belated appreciation for its kitschy appeal, especially when seen through the cold cynical eyes bombarded by today’s sophisticated and “oh so hip” marketing matrix.
Pegaso2bSaoutchikCabrioletBrochureMotoringLiteratureDavidKayserAutomobiliaPegaso 2B car brochure.

Those actively interested in collecting literature tend to fall into two groups; 1) those who are agnostic as to marque or era, but find the historical context or format of a particularly lavish catalogue intriguing and 2) the more prevalent type of collector who seeks out literature strictly supporting only the cars they own, or remember from their youth.
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Future columns will explore the literature marketplace in more detail and how the intersection of rarity, market fad and fashion determine prices as to what’s valuable and which material has experienced a gradual loss of interest.
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I look forward to exploring in more detail marque specific collecting such as Porsche, Ferrari, and American Muscle Cars, as well as the always fascinating odd and obscure printed advertising of those ambitious but doomed  automobile ventures that flamed out leaving only the examples of printed optimism behind as remnants to mark their place.
​
David Kayser

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    David Kayser Automotive Literature
    David Kayser

    Motoring Literature

    David Kayser, owner of Chelsea Motoring Literature, specializing in postwar European special interest sales literature and shares that information with you here.

    [email protected]
    ​ChelseaLit.com

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