Raymond Loewy showcars

Steve Snyder’s son with the Loraymo when found circa 1987.

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. [Read more…] about Loewy’s Lancia Loraymo

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

Review by Pete Vack

Well, it finally arrived. I had asked the author, Brandes Elitch, if he would send me a finished copy of his book, not a spiral bound proof copy; the hands on, touchy-feely experience of the final hardbound product is important.

And indeed it was. Elitch’s long-awaited book on Raymond Loewy and the Loraymo came in a very elegant but simple white cardboard box. When that was opened, the cover stared at me and said, ‘Finally, here I am’; Lancia Loraymo And The Loewy Logic of Industrial Design with an artistically grainy color shot of the fabled and often misunderstood Loraymo beneath the title. Nice; impressive.

It had been a long road. [Read more…] about Raymond Loewy and the Lancia Loraymo: A Review