General Motors Motorama

For other uses, seeMotorama (disambiguation).

Motorama

The 1954 Motorama displayed in a postcard
Duration	1949–1961
Location	United States
Type	Auto show
Organised by	General Motors

TheGeneral Motors Motoramawas anauto showstaged byGMfrom 1949 to 1961. These automobile extravaganzas were designed to whet public appetite and boost automobile sales with displays of fancyconcept carsand other special orhalo models.Motorama grew out ofAlfred P. Sloan's yearly industrial luncheons atNew York City'sWaldorf-Astoria Hotel,beginning in 1931. They were almost invariably held in conjunction with theNew York Auto Show,that for many years was held traditionally in the first week of January.

History

1949

AfterWorld War II,the first show, "Transportation Unlimited Autorama", was staged again at the Waldorf Astoria, in January 1949. Between the New York City venue and the Boston extension, nearly 600,000 people saw the show. Seven "special" Cadillacs were exhibited including, inter alia, aSeries 61coupe and aSeries 62sedan that were standard except for a special paint finish; also shown were The Caribbean, the Embassy, and the Fleetwood Coupe de Ville, all built on theSeries Sixty Specialchassis.

1950

During the 1950 show, more than 320,000 visitors admired theCadillac Debutante,a special convertible trimmed inleopardskins. There was no Autorama or Motorama in 1952.Cadillaccelebrated its Golden Anniversary (50 years of production) in 1952, and two show cars were on display at various venues around the country: the Cadillac Townsman, a custom Series Sixty Special sedan, and theCadillac Eldoradospecial convertible that went into limited production in 1953.

1953 and 1954

An Oldsmobile Starfire exhibited at the Waldorf-Astoria in 1953

The show officially became known as Motorama when it began to travel around the country in 1953. That year more than 1.4 million visitors saw it; Motorama's opening day in New York drew 45,000 visitors. There was a revue, with orchestra, singers, and dancers. Exhibited at this venue were theBuick Wildcat,Pontiac La Parisienne,Oldsmobile Starfire,Chevrolet Corvette,Cadillac OrleansandLe Mans. More than 1.9 million visitors attended the show in 1954; it started on January 26 in theWaldorf Astoria,New York. On display were the experimentalOldsmobile F-88andCutlass,Buick Wildcat II,Chevrolet Nomadstation wagon,General MotorsFirebird XP-21andPontiac Bonneville Special,Cadillac El Camino, Cadillac La Espada and Cadillac Park Avenue, all featuringfiberglassbodies.

1955 and 1956

The 1955 show dates were New York (January 20–25), Miami (February 5–13), Los Angeles (March 5–13), San Francisco (March 26 to April 3), Boston (April 23 to May 1). Exhibited at these venues were the Buick Wildcat III, Chevrolet Biscayne, Pontiac Strato Star, Oldsmobile 88 Delta, LaSalle II roadster and sedan, and CadillacEldorado Brougham.Oldsmobile and Buick pillarless four-doorhardtopswere first shown at this show.

In 1956 over 2.2 million visitors attended. The dates were New York City (January 19–24), Miami (February 4–12), Los Angeles (March 3–11), San Francisco (March 24 to April 1), Boston (April 19–29). Featured cars includedBuick Centurion,General Motors Firebird II,theOldsmobile Golden Rocket,Pontiac Club de Mer,Cadillac Eldorado Brougham and Eldorado Brougham Town Car. Fans ofMystery Science Theater 3000will recognize the 1956 show as the Motorama featured in the short filmDesign for Dreaming.

No shows were held for the next two years. In 1957, however,Cadillacdid display a couple of show cars at various venues. These were the Cadillac Director and the Eldorado Brougham town car of the previous year. Also, in 1958, a specialCadillac Eldorado Biarritzconvertible toured various automobile shows; it was equipped with arain sensordesigned to automatically raise the top and all window glass, in case of a rain shower.

1959–1961

The "1959" Motorama was held from October 16–22, 1958, at the Waldorf Astoria, New York City, before moving on to Boston. Shown in these two east coast cities were General MotorsFirebird IIIand theCadillac Cyclone.

The final Motorama show was held in 1961 in New York, San Francisco and Los Angeles. During November 21–23, 1961, the exhibit was brought to Basel, Switzerland.More than one million visitors attended.A Touch of Magicwas the official film for the 1961 Motorama.

More than 100 trucks were needed to transport Motorama shows around the country, each arriving at a precise time and in a given order. Cars and simultaneous revues were displayed on lifting, revolving platforms known as "grass-hoppers".

A total of 10.5 million visitors saw Motorama shows between 1949 and 1961.

See also

• 1950s American automobile culture
• Design for Dreaming
• Flo,a 1957 Motorama show car depicted in the 2006 filmCars

References

• Gunnell, John, ed. (1987).The Standard Catalog of American Cars 1946–1975.Kraus Publications.ISBN0-87341-096-3.pp. 745–757