New Automotive Designs

The Look

The family sedan was just one of many popular designs in the 1990s, but Americans also bought everything from bulky sport utility vehicles (SUVs) to the rounded Volkswagen Beetle to sleek, luxury roadsters. Designers throughout most of the decade seemed to base their creations not so much on their imaginations as on the dictates of government rules on safety, fuel economy, and the environment. Some notable designs included the 1994 Chrysler LH sedans, which moved the base of the windshield forward and increased the wheelbase by pushing the rear wheels back to create a new look; the 1998 Mercedes-Benz ML320 SUV combined carlike qualities without sacrificing off-road capability. Another important design was the Ford Taurus. When Ford Motors introduced the 1986 Taurus, its softly rounded contours were a sharp contrast to the boxy-looking cars favored in the early and mid 1980s. The "jelly bean" look came to dominate the shape of the early 1990s, as the Taurus ranked as the best-selling car in the United States for three years running. Automotive designers, however, moved away from that shape later in the decade, as the market for automobiles—the cost of which averaged above $20,000—became increasingly fragmented. Designers pushed for more distinctive looks for the hundreds of models of cars and trucks on the market. Even Ford decided to restyle the Taurus. On 27 September 1995, Ford launched its redesigned model, which when viewed from the side had an elongated oval shape. "We kept trying to make it sleek, sleek and sleeker," designer Doug Gaffka told Time in September 1995.

Retro Influences

Automotive designers, like clothing designers, took their cues from the past. Volkswagen reintroduced the Beetle at the January 1998 Detroit auto show, updating the distinctive, rounded shape of the 1960s VW Bug. The new model made driving a small car stylish again. The Beetle, though, was just the start of the retro influence in cars. Ford announced plans for a new version of the T-Bird, General Motors announced plans for its Chevrolet Impala, and Dodge for its Charger—all of which shared the spotlight at the January 1999 Detroit auto show. The names were not the only retro part of these vehicles, however; designers used the original cars for inspiration. For example, the 2001 Ford Thunderbird roadster took its styling cues from the 1955 T-Bird; the updated design retained the portholes, oval grille, and hood scoop of the original, although it dumped the bullet-head lamps, large chrome bumpers, and whitewalls on the tires. Ford expected to sell the 2001 T-Bird in 2000 for between $30,000 and $40,000.

Sport Utility Vehicles

If one had to pick a single vehicle to define the 1990s, the choice would have to be the sport utility vehicle, which picked up where the minivans left off. Powerful, popular, and pricey, SUVs dominated the market at the end of the millennium. Annual sales in the United States jumped from about 900,000 in 1991 to 3.1 million in 1999. The number of SUVs on the roads climbed from seven million in 1993 to about twenty million in 1998. There were about twenty-five different models on the market in 1999, with another twenty or so expected to reach consumers in 2000 and 2001. The large size and heavy design of SUVs made their drivers feel safer and more confident. Owners also said they liked the space, which was big enough to haul children, pets, and cargo of all sorts. SUVS also became a status symbol, with luxury models such as the 1999 leather-lined Lexus LX470 costing $60,000. Once limited to the boxy Jeep or GMC truck, with stripped-down interiors that could be hosed out, SUVs were spartan fare until families started buying them, and automakers thereafter created sleeker, more luxurious models that still had the power to haul a boat. In addition to the Ford Explorer and Chevy Sub-urban and Blazer, luxury automakers Mercedes-Benz and BMW added their versions to the U.S. market.Luxury and size became selling points for many SUVs, with Ford winning headlines in 1999 when it introduced the Excursion—larger in all dimensions than any other SUV. Some critics of SUVs, however, noted that these large automobiles harmed the environment, wasted valuable resources, and endangered drivers in smaller cars.

Return of the Roadsters

Despite the popularity of sport utility vehicles, another significant trend in auto-motive design focused on the small and sportier roadster. The details of these cars varied from company to company, but all roadsters shared a basic design: two seats, a sleek sporty look, and low-to-the-ground styling. The return of the roadster started in 1989, when Mazda launched its $15,000 two-seat convertible, the Miata. Mazda's success with the classic sports car—more than half a million were sold by 1999—prompted other automakers to follow. BMW introduced its sporty two-seater, the Z3, in 1996 with a price tag of $32,000. Porsche built the Boxster, while Mercedes-Benz presented its SLK. Honda also got into the act with its 2000 Honda S2000, priced at $32,415. Sales of the roadsters were so strong, that in 1999 Mazda offered its Miata Tenth Anniversary model at $26,875. The anniversary model featured an exclusive sapphire-blue paint with matching convertible top, and a two-tone interior in blue suede and black leather.

Sources:

Frank Ahrens, "Suburban Warriors," Washington Post Magazine (7 November 1999): 10-15, 25, 27-30.

Brian S. Akre, "Stars of the '99 Auto Show Echo the Past," Buffalo News. 29 December 1998.

Frank Gibney jr., "After the Bug, The Bird: Detroit Goes Retro," Time, 153 (18 January 1999): 58.

Bob Golfen, "The True Sports Car; Honda's Roadster Pure, High-Tech Fun," The Arizona Republic, 27 November 1999.

Bill Griffith, uBig Wheels 2000 Trucks, Vans & Sport Utility Vehicles; Trucks and SUVs Continue to Dominate Sales and the Roads," The Boston Globe, 18 November 1999.

James R. Healey, "Sports Cars Still Speeding into Buyer's Hearts," USA Today, 29 September 1999.

Leon Jaroff, "Trying to Top the Taurus," Time, 146 (4 September 1995): 58-60.

Dan Jedlicka, "Cult-Status Mazda Miata Rolls Out Special Edition with Style and Exclusivity; Ten Years After," Chicago Sun-Times, 19 July 1999.

Michael Lamm, "30 Designs That Changed the Face of the Automobile," The New York Times, 21 October 1998.

John O'Dell, "Out With the Old…," Los Angeles Tunes, 21 October 1999.

Steve Pasteiner, "Elements of Style: Forty Years ot Automotive Design,' AutoWeek. 46 (13 July 1998): 74.

Ferrari, Enzo (1898–1988) Italian racing and sports car designer and manufacturer. He began racing with Alfa Romeo in 1920. In 1939, he founded his own company and the first Ferrari racing car was produced in 1947. Ferrari have won more Formula One championships than any other team.