Body Beautiful, 1955

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Body By Fisher

In 1927, seven brothers who were partners in one of the most successful companies in the United States stood in a light rain at the groundbreaking of a new, bold building that would bear their name. The name Fisher stood for quality and safety in the auto industry. The Fisher coach logo on the doorsill of millions of autos and the slogan Body by Fisher was a hallmark of reliability and American manufacturing and style for most of the last century. Sons of a horse-drawn carriage maker in Norwalk, Ohio, the Fisher brothers rarely gave interviews and never drew attention to themselves or their families. Who were they? How did they create one of the world's largest manufacturing companies? And what legacy did they leave behind? To see more: To hear more: To learn more: To give more: Follow us at:

Wishes on Wheels - Chrysler Forward Look

Forward Look was a design theme employed by Virgil Exner in styling the 1955 through 1961 Chrysler Corporation vehicles. When Exner joined Chrysler, the company's vehicles were being fashioned by engineers instead of designers, and so were considered outmoded, unstylish designs. Exner fought to change this structuring, and got control over the design process, including the clay prototypes and the die models used to create production tooling. 300C Production 1957 After seeing the P-38-inspired tailfins on the 1948 Cadillac, Exner adopted fins as a central element of his vehicle designs. He believed in the aerodynamic benefits of the fins, and even used wind tunnel testing at the University of Michigan—but he also liked their visual effects on the car. Exner lowered the roofline and made the cars sleeker, smoother, and more aggressive. In 1955, Chrysler introduced "The New 100-Million Dollar Look". With a long hood and short deck, the wedgelike designs of the Chrysler 300 letter series and revised 1957 models suddenly brought the company to the forefront of design, with Ford and General Motors quickly working to catch up. The 1957 Plymouths were advertised with the slogan, "Suddenly, it's 1960!" A Mopar oil filter from the late 1950s bears the Forward Look logo Fins soon lost popularity. By the late 1950s Cadillac, Chrysler and many other marques had escalated the size of fins until some thought they were stylistically questionable, and they became a symbol of American excess in the early 60s. 1961 is considered the last of the "Forward Look" designs. The 1962's were referred to as "plucked chickens" by Exner.

Pontiac GM Fisher Body 1970 Part 1

The Fast One -- 55 - 57 Chevy

In the mid 1950s Chevrolet found its mojo. And the inspired designs coming out of Harley Earls design department were mated with the brilliant small block V8 developed by the young buck engineer Ed Cole. It was a match that showed what American innovation could do. It was affordable, good looking, bright, brash and fast. The 55 through the 57 Chevrolets announced to the world that this is what America is all about. Dinah Shore invited to See America in Your Chevrolet and people did. The engine that could has spawned countless offshoots and is still the most successful engine ever created. Cole's became the President of GM but he had a few stumbles too -- the Corvair and the Vega -- but hey, he gave us that small block V8. This is a little film my friend Gary Evans and I put together. It really wasn't a part of our Great Cars series but we wanted to do it even though we'd run out money. I want to share it with you. Hope you like it. Vroom, vroom. GC Chevy 55

Fisher Body Builds for GM

By the 1950s the company started by the Fisher Brothers to provide custom bodies for rich people had become the pillar of General Motors manufacturing empire. Every division relied on Fisher body to deliver the sheet metal it would sell. Eventually, the Fisher division was done away with when it was considered to be too ungainly but in the 50s it was the king of auto manufacturing.

General Motors Body By Fisher. Transferred from an original 35mm print. Footage from this film is available for licensing from

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