A Real Commemorative Edition
by Rick Tavel© 01-01-2013 All
rights reserved Do not duplicate without
permission
The other day I was researching an article about the
upcoming Scottsdale auctions when I happened across a consignment at
Bonhams® for a 1962 Corvette, a rather
small dreary little picture that most collectors, even Corvette collectors ,
would pass right on by without giving it another thought.
|
1962Corvette Bonhams® Lot 332
Picture used with permission from Bonhams®
|
I mean, even if you were looking for a first generation Corvette (there are over sixty other C1’s from which to choose during auction week in Scottsdale) you probably wouldn’t have paused on this one.And a good automotive journalist would never look here for a story.
|
1958 GM CEO’s Corvette Barrett Jackson Lot 5042Picture used with permission from Barrett-Jackson® |
A good automotive journalist would spend their time writing about more flashy and exciting big block L88’s or the gorgeous Regal Turquoise 1958 C1 belonging to GM CEO Dan Akerson.
And why not, it is a great car and sure to draw the attention of any “Corvetter”.So what caught my eye about the drab little picture of the red Corvette listed in the London company’s catalog?
I’m not sure what it was that prompted me to
give it more than a cursory look, call it “providence” if you believe in that
sort of thing. First, I am not in the
market for a first generation Corvette and second, it certainly did not appear to be
a car that would lead to an interesting story.
Written beside it on an equally drab background in print so small that I could barely make out:
334
1962
Chevrolet Corvette Fuel-Injected Convertible
Chassis
no.20867S106224 Engine no. 2196224
F0118RF
Estimate: US
$ 80,000 – 100,000
£ 49,000 – 62,000
€ 61,000 – 76,000
The “marketing” of the car certainly was a testament to
legendary British understatement. Unremarkable,
especially by Bonhams® standards, where some of the finest and most expensive
automobiles, art and antiques in the world cross the block. The presale estimate did not seem out of line
especially for a car in a Bonhams® catalog. Whatever my motivation I clicked on the lot
number.
Lot 334 was one of 1,918
ordered with the 327 cubic inch, 360 HP, Rochester fuel-injected V8, the most
potent available engine in 1962, known as a “fuelie”. In addition the Roman Red roadster had a
4-speed transmission and Positraction.
Interesting, but nothing to get too excited about. I mean there were 1,918 “fuelies”, not like
it is one of five. But it was what
followed the build and condition details that made this car “special”. It was the "provenance". This particular “fuelie” had been owned by
David E. Davis. If you are under fifty
you may ask, just who was David E. Davis and why should I care?
|
David Evan Davis, Jr |
To cut to the chase: if you are a car enthusiast then you
have in some way been touched by Davis, you have been affected in some manner
by the effect he had on automobiles, their evolution and the entire US auto
industry. The impact he had on the
industry and the automobile simply cannot be overstated. David E. Davis, Jr was the father of automotive
journalism as we know it today. He was an
editor, a publisher, an advertising executive, briefly a race car driver, and
always the consummate automobile enthusiast.
He had perfected the art of Southern storytelling, raising automobile
journalism from a trade to an art. He
once said of automotive journalists, “We are enthusiasts in enthusiast
heaven. Our automobiles are our politics
and people who like automobiles are our constituency!”
|
Car & Driver Cover from the 60's |
Perhaps the most significant impact he had on the automotive
journalism and subsequently the automobile came when he became editor-in chief
of Car & Driver magazine in 1963
and later at Automobile, the magazine
he founded in 1986, as he continually goaded the automobile manufacturers to
build better cars, improve quality, mileage, and performance. He changed the way automotive journalists
wrote about cars and was responsible more than anyone else for breaking down the
traditional European sports car enthusiast’s disdain of American cars,
especially the Corvette and muscle cars.
Shortly after becoming the Editor-In-Chief of Car & Driver, he began to transform it to a publication that printed
honest evaluations of tested cars regardless of what the manufacturers thought
and was continually under the threat of cancelled advertising contracts. Under his tutelage Car & Driver broadened its appeal to all types of enthusiasts,
not only European sports car aficionados, and evaluated all types of cars, not
limiting tests to European sports and luxury cars to whom other publications
pandered.
|
March 1964 GTO vs GTO Car&Driver Cover |
Because of David E. Davis, Car & Driver single-handedly validated the United States “muscle
car” when he shocked most automobile readers by publishing the road test of a
new American high performance car, the Pontiac GTO. And if that wasn’t sufficient heresy, he
added insult to injury infuriating the “old guard” even more when he wrote in
the article that Ferrari had never earned the name GTO so “Pontiac built a
faster one!” In the comparison test, the Pontiac, tweaked by Royal Pontiac® in
Detroit before the test, clearly
outperformed the Ferrari and in so doing went on to iconic status. The “muscle car” era had been born but perhaps
more importantly had survived by the validation bestowed on it with Davis’s powerful
pen.
Throughout his tenure at Car & Driver, Davis continually
strived to raise the bar on editorial content and often said that he didn’t
just want Car & Driver to be a
great “automobile” magazine, he wanted Car
& Driver to be a “great magazine”, period. Usually controversial, sometimes confrontational,
he managed to turn the struggling magazine into one of the most popular automobile
magazines in the world through his refreshingly honest and interesting reviews.
He often admonished auto manufacturers
and their products in his scathing, sometimes sarcastic but always eloquent
literary style. Long before it became
the popular practice, he chastised the domestic auto manufacturers for their
“myopic” vision of their products and the future, warning of the consequences
of ignoring “quality issues”.
On one occasion he parked a Ford®
Pinto in front of a junkyard for the picture to support his review of the car. Ford®
withdrew their advertising from the magazine and shortly after it was
discovered that the Pinto gas tanks frequently blew up. On another occasion he wrote that the radio
in a BMW, the then “darling” of most of the automotive magazines, couldn’t pick
up a New York radio station if it was on the other side of the George Washington
bridge. Though pressured to retract the
comment, Davis stood his ground. The controversy escalated and still Davis
would not submit to the pressure being applied by the managing editor. He left Car
& Driver in 1967, over the
dispute with Leon Mandel who, as stubborn as Davis, insisted Davis apologize to
BMW or leave. Mandel, an automotive legend
in his own right, was saddled throughout his career with the dubious
distinction of having fired the iconic Davis.
Dutch Mandel, Leon’s son and Autoweek’s associate publisher and
editorial director, later said that David Evan Davis, Jr. “taught multiple generations what
great automotive journalism looked like.”
David E., as he was known to his
friends, went to work for Campbell-Ewald®, at that time GM®’s advertising
agency, where he worked on the Corvette and other Chevrolet marketing programs. He was instrumental in developing the ad
campaign, “Baseball, Hot Dogs, Apple Pie, and Chevrolet”.
|
Baseball, Hot Dogs, Apple Pie, &Chevrolet |
The campaign has been heralded in the
industry as the greatest automobile campaign ever. Though
highly successful as an adman, Davis,
the consummate writer and storyteller, returned to Car & Driver in 1976 to continue what he had started, building
the automotive magazine into what would eventually become the world’s largest.
In 1986, with some other Car
& Driver employees, Davis left Car
& Driver to found his own creation, Automobile
magazine, with the financial backing of Rupert Murdoch. The new magazine touted the motto “No boring
cars,” an appropriate mantra for the world’s consummate auto enthusiast. Automobile
was more of a “life style” magazine than strictly a “nuts and bolts” automobile
periodical. Davis called on some well
known writers, such as P.J. O’Rourke and David Halberstam to contribute their
literary talents to his new magazine. In
addition he hired Robert Cumberford, a former GM designer, to be a regular
contributor offering his opinions and analyzing the most current automobile
styling attempts from the manufacturers.
Davis mentored several of today’s most successful and knowledgeable
automobile journalists and was one of the first editors to recognize and
promote women into the editorial ranks. Jean Jennings, the current editor-in-chief of Automobile, attributes much of her
success to Davis’s tutelage.
|
Automobile Magazine Covers |
Sometimes accused of being haughty and aloof, always
caustic, with a “penchant for the unpredictable charge” according to Brock
Yates, life-long friend and sometimes target of Davis’s charges, it was all an
elaborate concoction that influenced his “colorful” literary style and set him
apart. It was those same characteristics
which, irritated, aggravated and, at the same time, influenced and impacted the
industry. Once during a speech in
Washington, at a time when GM was struggling financially because of slow sales,
due in part because much of the management was not comprised of “car
enthusiasts” and as a result were not building the type of cars the public
wanted, he compared the managers at GM to piano players in a whore house, “aware of what was going on
upstairs but unable to do much about it even if they were so inclined.” Rather than take the comment in the critically constructive
manner Davis intended, it so incensed GM they pulled their ads from his
magazine. The magazine survived, many of those managers did not.
David E. holds a special spot in my life. He was one of the literary influences that
prompted me and inspired me to write. Each month I waited with anticipation for my
subscription to Car & Driver to
arrive and read what Davis and the other editors at Car & Driver had to say.
Davis had managed to assemble some of the greatest automotive journalists
in the world at the magazine: Brock
Yates, Warren Weith, and Patrick Bedard just to name a few. They told their stories not in the drab,
dreary and usually boring style that populated the pages of other publications,
but in a more compelling and colorful style
more akin to novelists. He challenged established journalistic practices and styles
in favor of a flowery more literary way of conveying his point, similar to
other great Southern storytellers. He
never asked, “How are you doing?” but rather, “Is your life a rich tapestry?” And “walking the talk” he wrote, like he
advised his protégés, like he spoke and in the process he elevated automotive
journalism to an art.
Arguably David E. Davis has impacted the automobile industry
as much as any single individual.
Automobile styling, quality and performance have all profited from his
constructive criticisms and the cars today are better because of him. Journalism is better. There is no greater example of “the pen being
mightier than the sword”, especially when that pen was in the hands of David E.
Davis.
No comments:
Post a Comment
Please leave a comment