Targa

Targa (pronounced ta-gah)

(1) A model name trade-marked by Porsche AG in 1966.

(2) In casual use, a generic description of cars with a removable roof panel between the windscreen and a truncated roof structure ahead of the rear window.

1966 (in the context of the Porsche): From the Targa Florio race in Sicily, first run in 1906 and last staged in its classic form in 1973.  In many European languages, targa (or derivatives) existed and most were related to the Proto-Germanic targǭ (edge), from the primitive Indo-European dorg- (edge, seam), from the Old Norse targa (small round shield) and the Old High German zarga (edge, rim).  The modern Italian targa (plate, shingle; name-plate; number plate or license plate; plaque; signboard; target (derived from the rounded oval or rectangle shield used in medieval times)) was ultimately from the Frankish targa (shield).  In the Old English targa (a light shield) was also from the Proto-Germanic targǭ and was cognate with the Old Norse targa and the Old High German zarga (source of the German Zarge); it was the source of the Modern English target.  The Proto-Germanic targǭ dates from the twelfth century and “target” in the sense of “round object to be aimed at in shooting” emerged in the mid eighteenth century and was used originally in archery.  Targa is a noun; the noun plural is targas.

1974 Leyland P76 Targa Florio in Omega Navy, Aspen Green & Nutmeg (without the side graphics).

Although, especially when fitted with the 4.4 litre (269 cubic inch) V8, it was in many ways at least as good as the competition, the Australian designed and built Leyland P76 is remembered as the Antipodean Edsel; a total failure.  It was doomed by poor build quality, indifferent dealer support and the misfortune of being a big (in local terms) car introduced just before the first oil shock hit and the world economy sunk into the severe recession which marked the end of the long, post war boom.  It vanished in 1975, taking with it Leyland Australia but it did have one quixotic moment of glory, setting the fastest time on Special Stage 8 of the 1974 World Cup Rally, run on the Targa Florio circuit in Palermo, Sicily.  The big V8 machine out-paced the rest of the field by several minutes and to mark the rare success, Leyland Australia built 488 "Targa Florio" versions.  Available in Omega Navy, Aspen Green or Nutmeg (a shade of brown which seemed to stalk the 1970s), the special build was mechanically identical to other V8 P76s with automatic transmission but did include a sports steering wheel and aluminium road wheels, both intended for the abortive Force 7, a two-door version which was ungainly but did offer the functionality of a hatchback.  In a typical example of Leyland's mismanagement, the Force 7 was being developed just as the other local manufacturers were in about to drop their big two-doors, demand having evaporated after a brief vogue.  Leyland do however deserve credit for their plans to name the luxury version of the Force 7 the Tour de Force. 

Except (usually) those who stick to numbers (Mercedes-Benz the classic example), coming up with a name for a car can be a tricky business, especially if someone objects.  In 1972 Ford of England was taken to court by Granada Television after choosing to call their new car a Granada though the judge gave the argument short shrift, pointing out (1) it was unlikely anyone would confuse a car with a TV channel and (2) neither the city nor the province of Granada in Spain’s Andalusia region had in 1956 complained when the name was adopted for the channel.  The suit was thrown out and the Ford Granada went on to great success.  Ford’s US operation had less success in 1965 when trying to sell the Mustang in the FRG (Federal Republic of Germany, the old West Germany (1949-1990)) because Krupp AG held (until December 31 1979) exclusive rights to the name which it used on a range of trucks.  A Mustang couldn’t be confused with a truck (though some snobby types in France might have suggested otherwise) but Ford’s legal advice was to settle rather than sue so they attempted to buy the rights.  The offer was rebuffed so for years Mustangs in the FRG were sold as the “T-5” which was the car’s project name during its development.  Almost identical to the US version but for the badges, it was one of the most popular US cars sold in Europe, aided by the then attractive US$-Deutsche Mark exchange rate and its availability in military P-X stores, service personnel able to buy at a discount and subsequently have the car shipped back to the US at no cost.

1970 Porsche 914/6: Porsche built the mid-engined 914 exclusively with a targa top.  The 914 was the first of a number of attempts by Porsche’s engineers to convince customers there were better configurations than the rear-engine layout used on the 911 & 912.  The customers continued to demand 911s and it remains available to this day.

1962 Daimler SP250 (née Dart).

The Daimler SP250 was first shown to the public at the 1959 New York Motor Show and there the problems began.  Aware the sports car was quite a departure from the luxurious but rather staid line-up Daimler had for years offered, the company had chosen the attractively alliterative “Dart” as its name, hoping it would convey the sense of something agile and fast.  Unfortunately, Chrysler’s lawyers were faster still, objecting that they had already registered Dart as the name for a full-sized Dodge so Daimler needed a new name and quickly; the big Dodge would never be confused with the little Daimler but the lawyers insisted.  Imagination apparently exhausted, Daimler’s management also reverted to the engineering project name and thus the car became the SP250 which was innocuous enough even for Chrysler's attorneys.  The Dodge Dart didn't for long stay big, the name in 1964 re-used for a compact line although it was the generation made between 1967-1977 which was most successful and almost immediately Chrysler regretted the decision to cease production, the replacement range (the Dodge Aspen & Plymouth Volaré (1976-1980)) one of the industry's disasters.  The name was revived in 2012 for a new Dodge Dart, a small, front wheel drive (FWD) car which was inoffensive but dreary and lasted only until 2016.  The SP250 was less successful still, not even 3000 made between 1959-1964, something attributable to (1) the unfortunate styling, (2) the antiquated chassis, (3) the lack of development which meant there were basic flaws in the body engineering of the early versions and (4) the lack of interest by Jaguar which in 1960 had purchased Daimler, its interest in the manufacturing capacity acquired rather than the product range.  It was a shame because the SP250's exquisite 2.5 litre (155 cubic inch) V8 deserved better.  

Lindsay Lohan with Porsche 911 Targa 4 (997), West Hollywood, 2008.  The Targa was reportedly leased by her former special friend, DJ Samantha Ronson (b 1977).

Sometimes though, numbers could upset someone.  Even in the highly regulated EEC (European Economic Community, the origin of the European Union (EU)) of the 1960s, a company in most cases probably couldn’t claim exclusive rights to a three number sequence but Peugeot claimed exactly that when Porsche first showed their new 901 in 1963.  Asserting they possessed the sole right to sell in France car with a name constructed with three numbers if the middle digit was a zero, the French requested the Germans rename the thing.  It was the era of Franco-German cooperation and Porsche did just that, announcing the new name would be 911, a machine which went on to great things and sixty years on, remains on sale although, the lineage is obvious, only the odd nut & bolt is interchangeable between the two.  So all was well that ends well even if the French case still seems dubious because Mercedes-Benz had for years been selling in France cars labelled 200 or 300 (and would soon offer the 600). Anyway, this time, it was the project name (901) which was discarded (although it remained as the prefix on part-numbers) and surviving examples of the first 82 cars produced before the name was changed are now highly prized by collectors.

Sometimes however, the industry uses weird names for no obvious reason and some of the cars produced for the JDM (Japanese domestic market) are, to Western ears, truly bizarre though perhaps for a Japanese audience they’re compellingly cool.  Whatever might be the rationale, the Japanese manufacturers have give the world some memorable monikers including (1) from Honda the Vamios Hobio Pro & the That's, (2) from Mazda the Titan Dump, the Scrum Truck & the Bongo Brawny, (3) from Mitsubishi the Super Great, the eK-Classy, the Town Box, the Mirage Dingo Teddy Bear & the Homy Super Long, (4) from Suzuki the Solio Bandit & the Mighty Boy, (5) from Toyota the Royal Lounge Alphard, (6) from Subaru the Touring Bruce, (7) from Nissan the Big Thumb, the Elgrand Highway Star & the Cedric and (8) from Cony, the Guppy.

1964 Porsche 901 (left), 1968 Porsche 911L Targa (soft window) (centre) and 1969 Porsche 911S Targa (right)

Compared with that lot, Porsche deciding to call a car a Targa seems quite restrained.  Porsche borrowed the name from Targa Florio, the famous race in the hills of Sicily first run in 1906 and where Porsche in the 1950s had enjoyed some success.  Long, challenging and treacherous, it originally circumnavigated the island but the distance was gradually reduced until it was last run in its classic form in 1973 although in even more truncated form it lingered until 1977.  The construct of the name of the Targa Florio, the race in Italy from which Porsche borrowed the name, was Targa (in the sense of “plate” or “shield” + Florio, a tribute to Vincenzo Florio (1883-1959), a rich Sicilian businessman, automobile enthusiast and scion of a prominent family of industrialists and sportsmen; it was Vincenzo Florio who in 1906 founded the race.  Porsche won the race seven times between between 1963-1970 and took victory in 1973 in a 911 Carrera RSR, the car which in its street-legal (the Carrera RS) form remains the most coveted of all the 911s.

1968 Triumph TR5 with “Surrey Top”.

Porsche had since the late 1940s been building roadsters and cabriolets but while the 911 (then known internally as Project 901) was under development, it was clear US regulators, in reaction to a sharply rising death toll on the nation’s highways, were developing some quite rigorous safety standards and a number of proposals had been circulated which threatened to outlaw the traditional convertible.  Thus the approach adopted which, drawing from the company’s experience in building race cars, essentially added a stylized roll-over bar which could accommodate a detachable roof-section over the passengers and a folding rear cover which included a Perspex screen (the solid rear glass would come later).  Actually, the concept wasn’t entirely novel, Triumph introducing something similar on their TR4 roadsters (1961-1967) although their design consisted of (1) a half-hard top with an integral roll-bar & fixed glass rear window and (2) two detachable (metal & vinyl) panels which sat above the passengers.  Customers universally (and still to this day) referred to this arrangement as the “Surrey Top” although Triumph insisted only the vinyl insert and its supporting frame was the “Surrey” while the rest of the parts collectively were the “Hard Top kit”.  The targaesque top was also available on the TR5 (1967-1969; a de-tuned version sold in North America as the TR250) with twin carburetors replacing the Lucas mechanical fuel-injection used in most other markets, the more exotic system then unable to comply with the new emission standards.

Built by Ferrari: 1973 Dino 246GTS with "chairs & flares" options.

The rhyming colloquialism “chairs and flares” (C&F to the Ferrari cognoscenti and these days the early Dinos are an accepted part of the family) is a reference to a pair of (separately available) options available on later production Dino 246s.  The options were (1) seats with inserts (sometimes in a contasting color) in the style used on the 365GTB/4 (Daytona) & (2) wider Campagnolo Elektron wheels (which the factory only ever referred to by size) which necessitated flared wheel-arches.  In the early 1970s the factory wasn’t too punctilious in the keeping of records so it’s not known how many cars were originally built equipped with the wider (7½ x 14” vs 6½ x 14”) wheels but some privately maintained registers exist and on the basis of these it’s believed production was probably between 200-250 cars from a total run of 3569 (2,295 GT coupés & 1,274 GTS spyders (targa)).  They appear to have been most commonly ordered on UK & US market cars (although the numbers for Europe are described as “dubious” and thought an under-estimate; there are also an unknown number in other countries), the breakdown of verified production being:

246GT: UK=22, Europe=5, US=5.
246GTS: UK=21, Europe=2, US=91.

The “chairs and flares” cars are those which have both the Elektron option and the Daytona-style seats but because they were available separately, some were built with only one of the two, hence the existence of other slang terms in the Dino world including “Daytona package”, “Sebring spyders” and, in the UK, the brutish “big arches”.  In 1974, the Dino's option list (in US$) comprised:

Power windows: $270.00
Metalic Paint: $270.00
Leather upholstery: $450.00
Daytona type central seat panels: $115.00
Air-conditioning: $770.00
14 x 7½ wheels & fender flares: $680.00
AM/FM/SW radio: $315.00
Electric antenna & speakers: $100.00

At a combined US$795.00, the C&F combination has proved a good investment, now adding significantly to the price of the anyway highly collectable Dino.  Although it's hard to estimate the added value because so many other factors influence calculation, all else being equal, the premium would seem to to be well over US$100,000.  Because it involves only wheels, upholstery and metal, the modifications are not technically difficult to emulate although the price of a modified vehicle will not match that of an original although unlike some of the more radical modifications to Ferraris (such as conversions to roadsters), creating a C&F out of a standard 246 seems not to lower its value.  These things are always relative; in 1974 the C&F option added 5.2% to the Dino GTS's list price and was just under a third the cost of a new small (in US terms as "sub-compact") car such as the Chevrolet Vega (1970-1977).

An enduring design: 2023 Porsche 911 Targa 4 (992).

Porsche didn’t complicate things, in 1966 offering the Targa as an alternative to the familiar coupé, then in series production since 1964.  Briefly, the company flirted with calling the car the 911 Flori but ultimately Targa was preferred and the appropriate trademarks were applied for in 1965, the factory apparently discovering targa in Italian means “number plate” or “license plate” only that year when the translators were working on international editions of the sales brochures.  The now familiar fixed, heated rear screen in safety glass was first offered in 1967 as an alternative to the one in fold-down plastic one and such was the demand it soon became the standard fitting.  The Targa carried over into the 911’s second and third generation being, re-designed for 1993 in a way that dispensed with the roll bar and it wouldn’t be until 2011 the familiar shape returned.

1970 Iso Grifo targa (Series 1, 350 cubic inch (5.7 litre) Chevrolet V8).

Among the small volume manufactures which in the post-war years found a lucrative niche in combining sensuous European coachwork with the cheap, powerful and robust American V8s, there was a focus of two-door coupés because (1) this was the example set by Ferrari and (2) there most demand in the segment clearly existed.  The ecosystem was sent extinct by the first oil shock of the early 1970s but in the era, some did offer convertibles and where not, there were specialists prepared to help.  There was though, the odd targa.  The achingly lovely Iso Grifo spyder (roadster) shown at the Geneva Motor Show in 1964 never reached production but in 1966, less than two years into the Grifo’s life (during which almost 100 had been made), the factory put a targa version on their stand at the Turin Motor Show.  It was only ever available to special order on a POA (price on application) basis and between then and the shuttering of the factory in 1974, fourteen Series I and four series II targas (at least one equipped with the 454 cubic inch (7.4 litre) big block Chevrolet V8) were completed.