GM Futurliner: Forward to the Future

Starting with the revolutionary Buick Y-Job of 1938, General Motors virtually created the concept car. A vehicle designed not for sale, but for trying revolutionary ideas and testing the public's reaction to them. These vehicles were fully operational, and GM Styling Chief Harley Earl actually tended to drive them as his personal transportation.

But one of the most ambitious programs involved GMC Truck and Coach- the legendary Futurliner. The Futurliner is special because it was created not just to dazzle the public, but to literally carry the superiority of General Motors from town to town.

Charles Kettering came up with an idea he called "Parade of Progress", which involved taking the impressive science and technology exhibits GM created for World's Fair displays and caravaning them through smaller towns across America. The transport vehicles themselves would be rolling advertisements for GM.



The Parade of Progress began in 1936 with a fleet of nine specially bodied trucks known as Streamliners. Their concept was to use specially designed trucks that would not only carry the display, bit could also house them. The success of the program convinced GM to reach for something grander and in 1940, the twelve Futurliners made their debut.

The Futurliners were made by the GMC Truck and Coach Division to a space age design by styling wunderkind Bill Mitchell. They were huge bright red coaches- thirty three feet long and almost twelve feet high- and featured a plastic domed driver's canopy, dual front and rear wheels with enormous whitewall tires, an entire lower body covered in ribbed aluminum and enormous gold GM letters on the front. They proudly carried the General Motors Parade of Progress lettering in cast aluminum on their flanks, and in addition to hauling the display, their sides opened up to house displays inside the vehicles. Mechanically they featured enormous four cylinder diesel engines and four speed transmissions. Quite a sight to see these twelve bright red spaceships coming down the highway- they very clearly carried the message that General Motors was carrying the future.

The Futurliners were utilized in the Parade of Progress until the war placed the effort on hiatus. They were stored until GM decided to resume the program in 1953. Several modifications were made to the behemoths- the plastic domes (which were very hot) were replaced with a more permanent roof and wraparound windshield, they were repainted in a two tone red and white combination, the powertrains were updated to six cylinder gas engines with Hydra-Matic transmissions, the net result of which made them much more pleasurable to drive. They carried the Parade of Progress to some thirteen million spectators before the program ended after the 1956 season. That newfangled television, which many people saw for the first time at the Parade of Progress, was seen as a better way to spread the word of General Motors.

The twelve coaches were sold or donated, and many had long second careers- Goebel Beer, The Michigan State Police, Peter Pan Coach Company, and even Oral Roberts made use of former Futurliners as promotional vehicles. Amazingly, nine of the twelve have survived in varying condition. One in Van Nuys has been converted into a Motor Home, a couple have undergone meticulous restorations - one sold for over $4 Million dollars at a Scottsdale Auction- and one is even being painstakingly restored in Sweden. GM's largest concept vehicles continue to fascinate and delight to this day.

Here's a GM Film from the 1940 launching the Parade of Progress (in three parts)

Part One:



Part Two:



And Part Three:



And watch the re-launch of the Parade of Progress in the spring of 1953:



And a great site about the restoration of Futurliner #10 is here.

(Cross posted on the Reynolds Buick GMC Blog)

the chevy shuffle

Much ado about nothing in the world of General Motors this week as an accidentally hilarious memo was circulated by Alan Batey, vice president for Chevrolet sales and service, and Jim Campbell, the G.M. division’s vice president for marketing.

The dispatch dissed the use of the iconic and world renowned nickname "Chevy" and requested that the GM team use the more formal "Chevrolet" in all communications, even with family and friends.

Here it is:

Chevrolet Team,

We wanted to write you a quick note requesting your support of our Chevrolet Brand. When you look at the most recognized brands throughout the world, such as Coke or Apple for instance, one of the things they all focus on is the consistency of their branding. Why is this consistency so important? The more consistent a brand becomes, the more prominent and recognizable it is with the consumer. This is a big opportunity for us
moving forward.

As you know, we are investing substantially to improve the consistency of our retail facilities through the EBE process. Aside from the facilities aspect of our branding, there are many other ways in which we can demonstrate this consistency. One way to achieve this is with the use of Chevrolet vs. Chevy. We’d ask that whether you’re talking to a dealer, reviewing dealer advertising or speaking with friends and family, that you communicate our brand as Chevrolet moving forward.

We have a proud heritage behind us and a fantastic future ahead of us … speaking to the success of this brand in one consistent manner will ensure Chevrolet becomes even more prominent and recognizable than it already is.

Thank you for your support of this effort!

Alan and Jim

P.S. We put a plastic “Chevy” can down the hall that will accept a quarter every time someone uses “Chevy” rather than Chevrolet! We’ll use the money for a team building activity.

An inherently misguided idea at best. Here is their rationale for the idea:

“When you look at the most recognized brands throughout the world, such as Coke or Apple for instance, one of the things they all focus on is the consistency of their branding,” the memo said. “Why is this consistency so important? The more consistent a brand becomes, the more prominent and recognizable it is with the consumer.”

They failed to notice that Coke is in itself a widely accepted nickname, both friendlier and easier to use than the name of the parent company and one that the company itself promotes in advertising (hey, just like Chevy), and that Apple doesn't actually advertise its corporate name at all, but rather focuses on the short and memorable product names. So their rationale reinforced and supported the trend they were attempting to eschew. Guess that's why they bring in the big bucks.

Of course the blogosphere went wild, discussing whether Don Mc Lean would be driving his Chevrolet to the Levrolet and pondering whether Elton John was left dreaming of his Chevrolet and his old black Armani suit. Even veteran actor Chevrolet Chase seemed to be affected. Apparently Alan and Jim were unavailable for comment, as they are currently vacationing on the planet Ridiculon.

Guys, get a clue- people don't write songs about Chevrolet, they sing about Chevy. And this little limerick from yours truly is my gift to you:

GM Leaders bemoan from up high
Those nicknames they seem to decry
Don't be declasse'
Please say "Chevrolet"
Haven't they bigger fishies to fry?