Loewy’s Lancia Loraymo

Wait, haven’t we done this before? Well, yes, the editor reviewed this back in 2016. But along comes Gary Medley a Fiat enthusiast, good writer, not to mention son of Tom Medley, who created the famous Stroker McGurk cartoons for Hot Rod magazine back in the 1950s. And Gary, who also writes for FuelCurve.com website, loved Elitch’s book. And seeing a Elitch does a great deal for VeloceToday, we felt we could do something for him too. The book is still available. Get a copy.

By Gary Medley

Factory concept cars are a dime a dozen. Major manufacturers trot them out at major car shows to dazzle the attendees and boost a brand’s bone fides. Few ever make it into production. Most drive (or are trailered) quietly into the dustbin of automotive history.

Occasionally, one stands out. One such example is the Lancia Loraymo, a stunning machine that turned heads at the 1960 Paris Car Show. Even French President Charles de Gaulle was impressed. If you’ve never heard about the Loraymo, join the club. As a car guy for four-plus decades, I’d never heard of it. Lancia’s are rare enough. A one-off custom Lancia is as rare as a rust-free 1960s Fiat.

Brandes Elitch’s recent book, Lancia Loraymo and the Loewy Logic of Industrial Design, chronicles the unique history of the Loraymo, as penned by this legendary designer. Because of Loewy’s influence on all types of design during the 20th Century, the fact that he aimed his talents at an Italian sport coupe earned the car a unique place in automotive history, not only for the character of the design but it surprisingly became the foundation for a much more popular American car, the Studebaker Avanti.

Loewy is worthy of a hundred books all his own! As the iconic industrial designer, his influence on the look and feel of American culture in the 20th century is incalculable. He created sleek locomotives, corporate logos (such as Lucky Strike cigarettes), the Sears Coldspot appliance line, plus store interiors and exteriors, packaging, postage stamps, dishes, even electric shavers. He also contributed a sleek re-design of 1930s-era Hupmobiles, and soon became a contract designer to Studebaker in the 1940s.

Elitch’s book is a compelling, detailed examination of the Lancia Loraymo — its design, construction, disappearance, reappearance and restoration. But what makes the book stand out is its illuminating discussion of the philosophy behind industrial and vehicle design, woven into a history of American auto design, the history of Lancia, the profile of Mr. Loewy himself, and the creation of the Avanti.

The 126-page book includes dozens of historic photographs of Loewy’s work, including trains, advertisements, Hupmobiles, Studebakers, plus sketches of the Loraymo, and much, much more, including a larger typeface for easy reading. For any Italian car aficionado, the book is a must have. If you are curious about the influence of a storied designer who touched all of our lives, it’s an even more captivating read.

Lancia Loraymo and the Loewy Logic of Industrial Design
By Brandes Elitch
ISBN-978-0-9909214-1-7
Fetherston Publishing, 2016
Hardbound, 11.5 by 9 inches, 128 pages
$59.95 USD plus shipping Order from www.loewylancia.com