Cars Never Go Out of Trend: Celebrating the Allure of Vintage Automobile Advertising

In the ever-evolving world of advertising, few industries have captured the public's imagination as consistently as the automobile industry. From the earliest days of the internal combustion engine to the sleek, high-tech marvels of today, cars have held a special place in the hearts and minds of consumers, and the advertisements that have sought to promote them have become works of art in their own right.

At the Richard Roberts Archive, we are proud to house an extensive collection of classic car advertising, spanning decades and showcasing the remarkable evolution of this captivating industry. Through the pages of our unparalleled archive of motoring magazines, which boasts over 5,407 issues dating back over 200 years, we are able to trace the history of the automobile and the ingenious ways in which manufacturers have sought to capture the public's attention.

Vintage Car Ads: A Journey Through Time

One of the earliest examples in our collection is a stunning Cadillac advertisement from the May 1924 issue of National Geographic. This piece, which features a striking image of a Cadillac sedan, serves as a testament to the growing influence of women in the automotive purchasing process. During this era, many luxury car manufacturers recognized the importance of appealing to female consumers, who were increasingly playing a pivotal role in the selection of family vehicles.

As we move through the decades, the style and approach of vintage car advertising evolves, reflecting the changing tastes and priorities of the times. In a 1949 advertisement from the renowned Jack Barclay dealership, the focus shifts to the bespoke coach building services offered by the company's subsidiary, James Young. This subtle promotion of the brand's craftsmanship and attention to detail speaks to the enduring appeal of the personalised automotive experience.

The 1950s saw a surge in the popularity of bold, striking imagery in car advertising, as exemplified by the 1951 Lanchester advertisement that graces the pages of our collection. Despite the brand's waning fortunes, the ad's powerful visual impact and succinct copy serve as a testament to the enduring power of effective branding and messaging.

The Art of Illustration and the Rise of Photography

One of the hallmarks of vintage car advertising is the masterful use of illustration. In a 1956 advertisement for Jaguar, we see a stunning illustration that captures the essence of the brand's sleek, powerful designs. The text is simple: “A New Jaguar Masterpiece”. Nothing more is needed.

As the decades progressed, the use of photography in car advertising became more prevalent, but its impact was not always as powerful as that of the illustrative approach. A 1960 Jaguar advertisement in our collection showcases the brand's iconic strapline, "Grace... Space... and Pace," but the photographic image, while undoubtedly striking, lacks the same level of emotive resonance as the earlier illustrative piece.

The versatility of vintage car advertising is further exemplified by the Morris Motors advertisement from 1957, which playfully positions any member of the Morris range as a perfect Christmas upgrade - from the Minor 1000 to the luxurious Isis (in fact the car illustrated is the Morris Oxford). This lighthearted approach demonstrates the industry's ability to adapt its messaging to the changing seasons and cultural trends, keeping the automobile at the forefront of consumer consciousness.

The Enduring Allure of Luxury and Craftsmanship

As we delve deeper into our vintage advertising archive, we uncover a wealth of examples that showcase the enduring appeal of luxury and craftsmanship in the automotive industry. The beautiful colour cover of the November 1927 issue of the Motor Owner magazine, for instance, sets the stage for a stunning array of full-page colour advertisements within, a rarity for the era and a testament to the industry's growing confidence and ambition.

One particularly striking example is the 1951 advertisement for the Austin Motor Company, which features an elegant (unidentified) English town as the backdrop for the brand's latest offerings. This juxtaposition of the quintessentially British landscape with the sleek, sophisticated automobiles speaks to the brand's ability to appeal to a wide range of consumers, from the adventurous to the discerning.

Two advertisements from the Book of the Braemar Gathering of 1952 and 1955 further cemented Austin's reputation for craftsmanship and innovation, showcasing the Sheerline and A135 Princess models with a level of detail and elegance that captivates the viewer. These pieces serve as a poignant reminder that the allure of the automobile has always been about more than just the vehicle itself – it's about the lifestyle, the aspirations, and the emotions that these machines have the power to evoke.

The Enduring Legacy of Vintage Car Advertising

As we reflect on the remarkable collection of vintage car advertisements housed within the Richard Roberts Archive, it becomes clear that the enduring appeal of these pieces lies not just in their aesthetic beauty, but in their ability to capture the essence of an era and the evolving desires of the automotive-loving public.

Whether it's the subtle promotion of bespoke coachbuilding services, the bold and striking imagery that defined the 1950s, or the playful, seasonally-inspired campaigns that sought to keep the automobile top-of-mind, these advertisements offer a unique window into the cultural and societal forces that have shaped the industry over the decades.

And as we look to the future, it's clear that the allure of the vintage automobile will continue to captivate audiences, with classic car enthusiasts and design aficionados alike drawn to the timeless elegance and innovative spirit that these advertisements so beautifully embody. By preserving and celebrating this rich heritage, the Richard Roberts Archive ensures that the story of the automobile – and the ingenious ways in which it has been marketed to the world – will endure for generations to come.

So join us on this remarkable journey through time, as we explore the captivating world of classic car advertising and uncover the timeless appeal of the automobile in all its vintage glory. There will be more to come from us.