T
hispastspring,TheIndustryStandardmagazine’s
40-page edition carried three features:“Duesen-
berg, Celebrating an American Classic(especially
curiosities)” by Jon Bill; “WomenWhoMotor”
(curated by Cindy Olsen); and the lead
article by Rich Ray on automobile design
and the Fisher Body Craftsman’s Guild.
Spearheading the issue was Christopher R.
Shires, executive director of the Gilmore
Car Museum. The publication is a joint
effort of that museum (gilmorecarmuseum.
org) and the Classic Car Club of America
Museum (cccamuseum.org).
Features highlight special exhibits at the
Gilmore Car Museum. With a nod to the
lead, Ray provided exceptional information
in his four-page color treatment of the Fisher
Body Craftsman’s Guild. Organized in 1930
by the Fisher Body division of General Mo- tors,the
guild stirred up the imaginations of youthful wanna-bede-
signers as never before. It was an era of hands-onexpression
far prior to the time-absorbing and impactful design work
of computerization. Boys ages 11-19 entered the annual
contests in droves, especially when car design was added be-
ginning in 1937. Prior to that, the famous Fisher Coach was
the main subject. The contest gave kids “the opportunity to
express their imagination, design talent, technical skills and,
most importantly, their creative ingenuity.”
To underline that fact, Ray added that “over a third (35%)ofGeneralMotorsdesignerswereformerGuildsmen.”The
line of workbecamepopular enough for institutions of high-
er learningtosnaginstructors to teach classes on the subject,
whichmay have resulted in the Fisher Guild
gram fading in 1968. This fabulous exhibit
ntinues at the Gilmore through October. The
esenberg special exhibit is open through
ptember, and the “Women Who Motor” dis-
ay,launched in July, will continue this fall.
Among car magazines from museums,
hisone is among the best. Quality writing,
ayout and design, plus topics of keen inter-
est,carry the effort high, befi tting its name.
Anything called the “standard” in ages past
meant it was the mark against which all oth-
ersshould be measured. That’s a tall order
forthe Gilmore (Genevieve & Donald S.
reFoundation) and CCCA to perpetuate
whenit comestomuseum magazines, but this one may very
welldoit.
Thepublicationrounds out with a plethora of small
articles and invitations, including membership and special
events. Topping the remaining pages is a three-page color ar-
ticle by Kevin Fleck, a guru of the Cole automobile, which,
in its specially designed V-8 form, is a Full Classic. The Cole
brand was never underrated in its prime (1909-1925) and
with possibly less than 80 around today, it remains a kingly
machine for which our hats must be tipped in appreciation
(for more, go to http://www.colemotorcarregistry.com).VINTAGE AD OF THE WEEK
BY OC STAFF
The fi rst all-new postwar Mercurys were introduced on April
29, 1948. Not long after that, this ad appeared in magazines
and newspapers letting potential buyers know how “smart” they
would be to buy one. The new lower and sleek Mercs shared
Lincoln styling, but with a grille that resembled a shiny coil
divided in the center by a large vertical piece of chrome. Among
the other styling features were wraparound front and rear bum-
pers. Other changes for the model year included replacing the
wood-bodied station wagon with a wagon that used only wood
inserts. Under the hood was the L-head 255.4-cid eight-cylin-
der that produced 110 hp. This ad featured the convertible and
four-door sedan body styles. In addition to the wagon, custom-
ers could also get the new Merc as a two-door, six-passenger
coupe.Club Clips BY GERALD PERSCHBACHER
Gilmore Museum/CCCA publication sets the bar high
WhoMotor
tors the
whi
prog
con
Du
Sep
plath
la
e
A
mGilmor
when it comes to14 ❘ September 5, 2019 http://www.oldcarsweekly.comMETAL SHAPING
Cameron,Wis.
715-458-Since (^1979) Seeourvideosat
http://www.lcars.com
FromMouldingstoCompleteBodies
Complete Restoration 1900-Present