1958 Buick Limited with its Twin-Tower taillights and rear fender trim with four bands of louvers.
When I think of the works that man hath wrought, I say “You can’t give up on the human race!” You just can’t. Especially after you see these fantastic examples of auto side trim designs that stylists have been inspired to create–designed to really “wow” prospects in the new car showroom. And what is the source of this inspiration? How many different artistic variations have been tried? Hundreds, maybe thousands. So here I present some of my favorite examples that I remember throughout the decades . . .
In the Western Tradition, going back to ancient times, an object is not merely a “thing”–it must be ennobled artistically to be beautiful: Think of a Grecian vase, the Parthenon, swords and weaponry, etc. The coach above is a real work of art, yet it is completely functional. In creating any special thing, the enlightened human mind naturally adds beauty to function.
Early cars were “horseless carriages”, and so aspects of the coachbuilder’s art carried forward into the Motor Age. However, as in the royal coach above, pin striping and decoration is applied, but does not evoke a sense of forward motion.
Another tradition was having the owner’s initials artfully painted on the door, as seen on this 1931 Graham.
Here I am, checking out this Graham sedan for Curbside Classic.
1936 Nash Ambassador
Starting around 1933-34, Streamline Moderne became the new style trend, opening up a whole new world of inspired creativity in auto design. Note how the body lines are now fluid, as if shaped by the wind. This suggests speed, not stasis. The teardrop grilles on the side, shaped like an airplane wing’s cross section, further suggest fleet, effortless forward motion.
1942 Chrysler Windsor club coupe
Chrysler came up with a striking design in 1942 that would predict postwar trends. Thin horizontal grille bars now wrap around to the front fenders. Matching “speed lines” adorn the rear fenders.
1953 Buick Roadmaster
The war is over, and now the fun really begins! Streamline Moderne is now giving way to Jet Age Futurism. Buick hits hard two ways–introducing “Portholes” (technically, “Ventiports”) and the Buick “Sweep-Spear”. The portholes may be imitating the exposed exhaust pipes of sporty cars of the Classic Era, or they may suggest that the Buick is like a luxurious ocean liner floating along the highway. The sweep-spear gracefully sweeps back and around, emphasizing lowness and dynamic energy.
Over the decades, the portholes would become round, oval, oblong, rectangular, and other shapes. They would also become a way to identify the social status of the car’s owner: Lower priced models would have three holes per side, while top models (like the Roadmaster) would sport four. Also the Buick sweep-spear would become a consistent element of Buick styling, rendered in sweeping arcs of various shapes.
Incidentally, Buick did not invent “portholes”. They first appeared on the 1934 LaSalle.
Even “Grand Old Lady” Packard got into the act!
In 1956, Mercury introduced their own form of the sweep-spear; not as graceful as Buick’s, but I still like it. It also incorporates a kind of “lightning bolt” motif.
In a rather bizarre “clash of civilizations”, Ford and Mercury decided that since station wagons traditionally had wood bodies, why not apply fake wood to the sides of modern steel wagons to recapture the beauty of authentic wood? Of course, no one believed the “wood” was real, but did that really matter? I’m sure the sophisticated cognoscenti of Europe dismissed this as another example of “low American taste”!
Here’s one they really got right–the ’57 Chevrolet Bel Air. It’s become iconic–everybody recognizes it!
But did you know that the ’57 Chrysler Saratoga used a very similar design?
Model year 1958 arrives, and the manufacturers are all outdoing themselves, trying to come up with the latest, greatest version of startling newness. Buick ups the ante by temporarily dropping Ventiports and coming up with these inserts that look like they’re shooting forward at lightning speed! I’m not sure what this is; to me it looks like a stingray–Harley Earl may have called it a “zong”! Special and Century used this design, while Super and Roadmaster had their own version. The snazzy Limited featured exclusive angled louvers combined with deluxe “ribbed” taillights.
Not to be outdone, Pontiac puts an actual rocket on the side of its top-of-the-line Bonneville model. It appears that stars are shooting out of the back of the rocket; or maybe the rocket is traveling at warp speed throughout the cosmos. Whether this design is an example of artistic genius or infantile gimcrackery, I’ll let you decide.
Meanwhile, over at Mercury (pioneer in applying antique-looking fake wood to Space Age station wagons), we have what appear to be “ray guns” emerging from “coves” that somewhat resemble fins, but are not. Remarkably, this styling was lengthened and exaggerated in 1959, so that the cars, when seen in real life, do not appear to be of this world!
A style trend that lasted very briefly was anodized gold trim. I really liked the look, because it added a rich dash of golden sheen that made two-tones look like subtle tri-tones. And gold pretty much goes with anything (1958 Ford shown).
Auto advertisers were constantly reminding us that we were now in the Jet Age, so what could be more logical than putting a jet on the side of the 1960 Chevrolet?
As the 1960s began, the design orgy of the ’50s came to an end. Now the look was a kind of “tailored conservatism”. Harley Earl is gone; there are no more “zongs”. But still some interesting little accents appeared. When the first Mustang came out in mid-1964, its clean design had mass appeal. But I think it was “missing something”. Sure enough, in 1967, this little “comb” was added to the back of the “cove”, which I think is just the right “extra touch” the car needed.
1975 Lincoln Continental
People who grew up in the 1930s-50s with optimistic dreams for a Space Age future probably became disillusioned after experiencing the tumultuous late ’60s and the Malaise of the ’70s. So now there is a yearning for “The Good Old Days.” LOL. Now we have design motifs that hearken back to the 1920s and the “coachbuilt” era. Pinstriping is back, along with “engraved” (plastic) decorative strips along the sides; plus other Victorianisms like (simulated) coach lamps, opera windows, (imitation) leather grained roofs, and English copperplate script.
This example even has a “Continental” spare tire mounted in the trunk lid, which is “reinforced” with fake chromium “straps”. I can understand why this was done, and I appreciate the skill in execution, but things that are too phony–trying too hard–turn me off. Sorry. If “You are what you drive,” what sort of image does this project?
Lee Iacocca was a Ford guy, and when he went over to Chrysler he promoted the “minivan” project. And since the minivan is “the station wagon of the future”, it should be available with plastic wood trim on the sides! Because of course!
1989 Chrysler New Yorker Landau
1990 Chrysler Imperial
Another Iacocca creation were these two luxury models based on the front-drive K platform (which wasn’t obvious like the previous 1982-1987 generation). I really liked the way they did the chrome on these. It was like classic design on a modern car body, pleasantly downsized from the oversize “broughams” they were meant to emulate. I owned two of these cars, and the fit-and-finish was excellent. The paint was super-glossy and deep; the chrome never pitted; and the leather or cloth seats were sumptuous and durable. Drove like a dream, except for steering that should have been more precise. Definitely underrated cars that you can hardly find anymore.
Moving into more modern times, decorative side trim of any kind is hard to find. I do like this Lincoln star on the front fender of the 2012 Lincoln MKZ. Other sporty and luxury cars like BMW, Mercedes, and Cadillac sometimes have little chromed ornaments on the front fenders, which give off a slightly retro feel.
As late as 2015, you could buy a new Buick LaCrosse, and it will have Ventiports (greatly reduced in size), and creased body contours that replicate the classic sweep-spear of old. So in a sense we have about 65 years of styling continuity, which few cars can boast.
Time pushes us ever forward, world without end. Who knows what sort of car designs await us in the future? Whatever they are, they will say something about our dreams and aspirations as a people and a culture.
1935 Duesenberg I spotted in 2022, parked right in my own hometown!
I’m sure you have your favorite trim designs that I didn’t include. What are they? Let us know in the comment section below.
CC effect strikes again. I saw a ’58 Buick today in Redcliffe. Two door hardtop in white over blue.
Great article, except it needs a ’58 Oldsmobile…
Some recent Maserati sedansla673 have what looks to my American eyes like ventiports.
Beautifully presented, and written, topic Stephen. As always.
I’m often inspired by automotive trim, from the 1930s. During that era, tasteful trim decor often integrated so well, with the overall exterior architecture. Art Deco, and streamlining, being popular themes. Bodywork detailing and grille on the Chrysler Airflow, one of my favourites.
The Town and Country, another Chrysler favourite, from that era. The very appealing combination of gorgeous woodwork, massive chrome details, and elegant bodywork.
Among more modern cars, I recall being floored as a child, by the Charger Daytona and Plymouth Superbird. Not for the beauty of their trim details. Rather the bold audacity, of these being available on the street.
Thanks for showing this. Not exactly side trim, but audacity is a good description, though with function in mind they didn’t quite match the excess of the 1957 to 1960 trim details. Ford’s and GM’s “aero” NASCAR efforts were pretty timid by comparison, but of course stricter rules soon ended all of that.
Independent of the sloped nose and giant wing, the gigantic ‘Plymouth’ brand logotype, along the bodysides, was outrageously bold and unique on its own.
Rarely saw “Superbirds” on the street. Was always neat when it happened though.
More likely to see one when passing a dealership, back in those days.
Through various automotive eras, the Airflow being of my favourite applications of the rear wheel arch skirt.
As it not only added to the car’s luxury and aesthetics, but also lent the genuine appearance of greater aerodynamics, and advanced design. Love that small winged trim piece on the skirt. Complimented the overall car design.
Ah! Those Halcyon days of OTT excessively chromed luxury, unfortunately never to be seen again. Too Much is NEVER enough for me. I recall a late 70s Thunderbird with trunk similar to the Lincoln with faux leather straps being referred to as BONDAGE Bird.. At the top of MY list ? 1958 Cadillac Sixty Special, preferably in black accenting the acres of gleaming CHROME. SUPERCADILLISTICEPIALIDOCIOUS ! Of course I COULD say it backwards, but I think that’s a bit too much 😅 Just POPPIN in to make Mary,
One of my favorites is the ’42 Packard Clipper, which also had those wrap-around speed lines as did the ’42 Windsor above, as part of a much more elegant overall design imo.
and yes a ’58 Olds would be one to add, here’s a rear view of one that I was the steward of a few years ago. It went to a good owner but he painted it black instead of the light lavender I felt would have been the right color for a ’58!
These were just “eeek”, up close. One of those times “more” wasn’t better.
Those cropped, bustle back “Seville’s” fell into the same category.
When I look at some of the late 50’s models, when chrome was laid on with a trowel, it takes me back. Back to MAD magazine and how they would insert these chrome laden behemoths, so richly altered as only they could do, into their stories and ad parodies.
My favorite side trim of all time are the “Jet-Trail” taillights, side “medallions”, and sweeping fins on my 1959 Dodge Coronet (now my son’s). I fell in love with them when I first saw them on my Uncle Louie’s Custom Royal in. 1959 and still am today! Over the top? Absolutely…but still my favorite!
“58-60, Dodges” did wear the forward look better than the “Plymouth’s”.
I’ve seen those ’58 Buick side trims referred to as ‘chrome-plated shovels’
For me, less is more. I’d rather have a 1955 Chevrolet 150 or 210 over a 1957 Bel Air.
I’d like to think the portholes resemble these which does bring to mind speed.
Before that, there were ’30s with side pipes (which were associated with supercharging, although the correlation was not strong), and I always figured the portholes were intended to evoke those.
Better yet I should have used the P-40 which first flew in 1938.
GM stylist Ned Nickles put portholes on his personal car after WW2 and he had lights in them that flashed like an exhaust, so he definitely was copying a plane. GM styling brass saw his car and adopted it to the Buick.
Great topic; I really enjoyed this!
Here’s one that’s partially shown on your 1956 Mercury — what I call the diagonal trend (angled chrome trim on the quarter panels). It seemed to peak in the early 50s. Examples below include Ford and Oldsmobile in 1953.
One vote for the 1956 DeSoto!
Stephen, great article. And a lot of food for thought and additional reading about why the streamline aesthetic developed in the depths of the Great Depression.
The one example I’ll take exemption to is the 1952 Packard. That’s just so not streamlined. Yeah, they gave it a shot with the chrome things there on the rear quarter/fender, but really those are pointed the wrong direction to indicate speed. They look more like suggestions of what direction the car should be headed (forward!) than anything swept by speed. To me, that whole car looks like Harry Truman’s hat. Perhaps with wings on it. Poor Packard.
I do believe the royal carriages take the cake for most ostentatious ornament. A bit like driving around in Faberge egg.
Even a convertible so to speak
“Best” would be hard to narrow down to just one, but my nominee for worst side trim would have to go to the 1956 Plymouth. Just a busy, convoluted mess.
These I could handle. As ya say, solid color under, a different color top would be easier on the eyes.
No wonder the GM designers were shocked by the Mopar ’57s.
‘56 – ‘62 Corvette coves.
Great article! One small correction: the Mustang shown is actually from 1966, not 1967. And this treatment was christened by Ford as a “windsplit”, if I recall correctly.
Great topic, Stephen.
As for those ‘zongs’ on the ’58 Buick, I’ve always thought they look like flying shovels. Not that you could throw a shovel to fly blade-first, but still…
My favourite side trim is one most of you won’t have seen. The ‘bird wing’ on the FB Holden Special.
1967 Buick Wildcat. Lower fender trim sweeping back down the rockers to emulate exposed side pipes.
Do love me some chrome trim! I especially like that opening pic. That said I’d sure hate to have to wax around a lot of it. What a job!
Dad bought a 59 merc colony park woody, black on red. stunning. waxed it often after i used it on my road test. neighbor had the 58 olds 98 with orchid color and all the chrome that i looked after.
In defense of the European cognoscenti, that is some tacky stuff. I was ten years old and knew that. My Grand Dad owned an old Ford woodie. That was style! Great read. Thanks.
THANK YOU ALL for the many fine pictures .
-Nate