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Once the stuff of dreams, concept cars have fallen victim to harsh economic realities.
Futuristic concepts of the kind that likely would never reach production largely have vanished from auto show stages.
The reason, says Derek Jenkins, Mazda’s North American design director: “the car industry has gotten so serious. We’re not talking about concept-car budgets, but the seriousness of our messaging.”
Seriousness was not a consideration during the golden age of concept cars. Playfulness was the order of the day, inspiring events such as General Motors Corp.’s “Motorama.”
Conceived in 1949, Motorama was a showcase for over-the-top concepts. It featured singers, dancers, an orchestra and even inspired films, such as “Design for Dreaming” in 1956.
In the short film, a husband and wife talk excitedly. “Since it’s just a dream that involves no money, which one would you like me to buy you, honey?” asks the man.
But as Jenkins suggests, today’s industry is consumed with practicality.
“I think the days of wild, indulgent concepts for the sake of show are kind of, at least now, especially with business and economic climates, being scrutinized a lot more,” John Mendel, executive vice president-American Honda Motor Co. Inc., tells Ward’s.
“They’re usually not a couple hundred thousand-dollar vehicles; they’re millions of dollars.”