Brougham

Brougham (prounced broo-uhm, broom-uhm or broh-uhm)

(1) In horse-drawn passenger transport, a four-wheeled, boxlike, closed carriage for two or four persons with the having the driver's seat outside.

(2) In automotive use, an early designation for a with an open driver's compartment.

(3) In automotive use, an early designation for a style of coachwork resembling a coupé but tending to be powered by an electric motor.

(4) In automotive use, a post-war designation used (mostly in the US) as a model name (more commonly as a sub-name) for luxury versions of mass-produced models.

1849: The coach was named after Henry Peter Brougham, 1st Baron Brougham and Vaux (1778–1868; Lord High Chancellor of Great Britain 1830-1834) who in 1839 took delivery of one in the style.  Although he would sometimes prove a difficult colleague, Lord Brougham’s achievements during his political career were notable and it was while he was Lord Chancellor that the parliament passed both the first Reform Act (1832) (the first substantial building block which would culminate in the democratic nature the British constitution eventually attained in the twentieth century) and the Slavery Abolition Act (1833).  Although Lord Brougham was born in Edinburgh, the surname “Brougham” is of English origin and thought derived from a place name in Westmorland (now part of Cumbria, in north-west of England).  Genealogists believe the name was originally locational, the construct being burg (fort or castle) + hām (homestead or village) and thus understood as “the homestead or village by the fort”.  Brougham Manor (purchased by Lord Brougham in 1926) and the nearby Cumbrian village of Brougham have a long association with the Brougham family.  Brougham is a noun, the noun plural is broughams (initial upper case if used as a proper noun).

The forbidding visage of Lord Brougham (left) and a mid-nineteenth century coach-builder’s advertisement for a Hansom Cab based on the concept of the brougham, the compact dimensions idea for European cities, many with districts still built around tight systems of streets dating from Medieval or even Roman times.

Lord Brougham’s design was very much to suit his requirements and he drew up the specifications simply because no coach was then available with the combination of features he desired.  What he wanted was a compact carriage designed to seat two (although many versions would, for occasional use, often include two small, foldable “jump” seats, a concept which later would be included in many limousines) in an enclosed compartment (the driver sitting outside) with a particular emphasis of ease of ingress and egress.  Its light weight and easy manoeuvrability made the brougham ideal for urban use and the style was influential, not only widely imitated but also productive in that variations (smaller and larger) appeared and it soon became the preferred middle-class carriage of the era.  It differed from the earlier Hansom Cab which was even smaller and designed to accommodate two in a cabin which often wasn’t enclosed.  The Hansom Cab was the ancestor of the modern taxi and they were produced almost exclusively for the use by hire-operators whereas the larger, better appointed brougham was aimed at the private market.

Harold Wilson (1916–1995; UK prime minister 1964-1970 & 1974-1976) outside 10 Downing Street with his Rover 3.5 saloon (P5B, 1967-1973) left, the 3.5 coupé with the lowered roofline (the first of the four-door breed of coupé), centre and Lindsay Lohan with Porsche Panamera 4S (introduced in 2009 in response to the Mercedes-Benz CLS (2004-2023) which revived the concept of the "four-door coupé), right.  Porsche doesn't use the designation "four door coupé". 

Confusingly for modern audiences, in the nineteenth century, the terms “brougham” and “coupé” often were used interchangeably.  In English, coupé (often and increasingly as “coupe”) was from the French coupé (low, short, four-wheeled, close carriage without the front seat, carrying two inside, with an outside seat for the driver (also “front compartment of a stage coach”)), a shortened form of carrosse coupé (a cut-off or shortened version of the Berlin (from Berliner) coach, modified to remove the back seat), the past participle of couper (to cut off; to cut in half), the verbal derivative of coup (blow; stroke); a doublet of cup, hive and keeve, thus the link with goblets, cups & glasses.  It was first applied to two-door automobiles with enclosed coachwork by 1897 while the Coupe de ville (or Coup de ville) dates from 1931, describing originally a car with an open driver's position and an enclosed passenger compartment.

1957 Cadillac Eldorado Brougham.  Cadillac in the 1950s used "Brougham" as just a model name, the same approach as in 1916 when it had no relationship with the historic coach-building styles. 

In the coach-building business, the critical part of the etymology was “a shortened form” and the coupé thus came to be understood as a “smaller” version of the original; originally this meant “shorter” but the industry soon came to use the term to apply to vehicles which were lower, lighter or in any other way down-scaled.  It’s for this reason the use of coupé (usually coupe in US use) came during the 1930s to be (sort of) standardized as a two-door version of a platform which typically appeared also in other forms.  Coupes in the US were by the later 1930s usually enclosed vehicles of a particular style (typically more rakish than two-door “sedans”) but the English clung more closely to the origin of the word by coining “fixed head coupé” (the FHC, ie what in the US would be a “coupe” of some sort) and the “drop-head coupé (the DHC, what would in other places be called a convertible or cabriolet (though not to be confused with a roadster or phaeton).

Named as a homage to the style of US First Lady Jacqueline Kennedy (1929-1994; US First Lady 1961-1963), Pinninfarina's memorable, one-off Cadillac "Brougham Jacqueline" presents an extraordinary contrast with the 1961 Cadillac on which it was based.  Shown at the 1961 Paris Motor Show, it's a glimpse of what Lancia might have built had they been able to offer 390 cubic inch (6.4 litre) V8s.

During the twentieth century, there was significant fragmentation of meaning in the terms which to coach-builders had once meant something quite specific.  By the 1960s, cars sold as coupés could have four doors and although the earliest versions of these made some concession to the etymology by being configured with a lowered roof-line, for others it was just a model name which might be indicative of sleeker lines but not always and the fate of “brougham” was more quixotic still, eventually for a time becoming the US industry’s term of choice when wanting to impart the impression of “up-market”, “luxurious” etc.  That wasn’t something out of the blue because as early as 1916 Cadillac introduced a model called “Brougham” which owed little to the obvious features of Lord Brougham’s carriage, the fully-enclosed, four-door Cadillac being now understood as a saloon, sedan or limousine depending on where one lives.  Those things which distinguished Lord Brougham’s design: (1) the enclosed passenger compartment and (2) the open section for the driver came instead to be associated with something called the "sedanca de ville" although few of these combined this with any quality of compactness.  Cadillac would from time to time flirt with the Brougham name but it’s now best remembered for what’s called “the great Brougham era”.  That term seems to have been invented by Curbside Classic, a curated website which is a gallimaufry of interesting content, built around the theme of once-familiar and often everyday vehicles which are now a rare sight until discovered by Curbside Classic’s contributors (who self-style as "curbivores"), parked next to some curb.  These are the often the machines neglected by automotive historians and collectors who prefer things which are fast, lovely and rare.  According to Curbside Classic, the “great brougham era” began in 1965 with the release of the LTD option for the mass-market Ford Galaxie and that approach was nothing new because even the Galaxie name had in 1959 been coined for a "luxury" version of the Fairlane 500, a trick the US industry had been using for some time.

However, for whatever reason, Ford’s LTD in 1965 created what would now be called a paradigm and it caught not only the public imagination but more importantly convinced them to spend their money buying one and sales were strong.  Profits were also strong because it cost Ford considerably less to tart up a Galaxie than the premium they charged for the LTD package (it was originally an option before becoming a separate model line) and the other mass-market players scrambled to respond, the most blatantly imitative being the Chevrolet Caprice and Plymouth VIP, both released within months of Ford's venture.  Of course, Ford, General Motors (GM) and Chrysler all had other brands, the purpose of which once had been to use the same platform in tarted up form so this internal corporate cannibalization is an interesting case-study in marketing and it’s worth remembering once somewhat up-market brand-names like Mercury and Oldsmobile no longer exist.  By the standards of Broughams which would follow, the “luxury” fittings of the LTD, Caprice and VIP were modest enough but the trend had been started and soon what came to be called the “gingerbread” was being laid on with a trowel: faux wood (plastic), faux chrome (anodized plastic), faux silk (polyester brocade), faux wire wheels (these were at least mostly metal) and that status symbol of the age, the vinyl roof.  The first cars actually to wear a “Brougham” badge seem to have appeared in late 1966 for the 1967 model year and over the decades there would some two dozen using the nomenclature, each understood as being something “more expensive” and therefore “better”.

Landmarks of the great brougham era

1965 Ford LTD:

The 1965 LTD is remembered now for the extra trim and the effect on the industry but in fairness to Ford, the car benefited greatly from the redesigned chassis which included coil-spring suspension on all four wheels.  There was also much attention (Ford spoke in terms of man-years) devoted to the then novel art & science of NVH (noise, vibration & harshness) and fearlessly advertised the thing as being quieter than a new Rolls-Royce.  Many probably thought that mere puffery but more than one publication duly hired acoustic engineers who installed their equipment and ran their tests, confirming the claim.  As a piece of marketing, the extra trim proved quite an enticement and LTD buyers, although they got as standard a 289 cubic inch (4.7 litre) V8 and automatic transmission, got little else and many ticked the boxes on the option list, adding features such as power brakes, power steering, brakes, electric windows and even air-conditioning, then a rarity.  Once all those boxes had been ticked, it wasn’t uncommon for LTDs to be sold for more than the cost of many a nominally up-market Mercury and even the cheapest Lincoln was remarkably close in price.

1971 Holden HG Premier (left) & 1968 Holden HK Brougham (right).

The Holden Brougham (1968-1971) was not so much a landmark of the era as a cul-de-sac but it did indicate how quickly the “brougham” label had come to be associated with prestige and like Chevrolet’s Caprice, the Brougham was a response to a Ford.  In Australia, Ford had been locally assembling the full-sized Galaxies for the government and executive markets but tariffs and the maintenance of the Australian currency peg at US$1.12 meant profitability was marginal, so the engineers (with a budget said to be: "three-quarters of four-fifths of fuck all") took the modest, locally made Falcon, stretched the wheelbase by five inches (125 mm), changed the front and rear styling (which although hardly radical resulted in a remarkably different look), added a few extra features and named it Fairlane.  The Fairlane name was chosen because of the success the company had had in selling first the full-sized US Fairlanes (nicknamed by locals as the “tank Fairlane”) between 1959-1962 and later the compact version (1962-1965).  It proved for decades a successful and lucrative approach.  Holden, General Motors's (GM) local outpost, took a rather bizarre approach in trying to match the Fairlane, the Brougham created by extending the tail of the less exalted Premier by 8 inches (200 mm), the strange elongation a hurried and far from successful response.

1957 Continental Mark II (left) and 1972 Oldsmobile Ninety-Eight Regency (right).  The Continental Mark II (1956-1957) was at the time the most expensive car produced in the US and substantially "hand made" but the relative austerity of the interior compared with the various "broughams" of later decades illustrates how profoundly the manufacturers shaped consumer tastes during the era. 

By 1972, there were so many “Broughams” on the market Oldsmobile must have thought the tag was becoming a bit common so to mark the company’s 75th anniversary, they called their new creation the “Regency”.  Vague as most Americans might have been about the origin of “brougham”, most probably knew “regency” often had something to do with royalty so as an associative pointer it was good.  The Ninety-Eight Regency in 1972 was however as audacious as the LTD had half-a-decade earlier been tentative because it seemed the target was Oldsmobile’s senior stable-mate (two rungs up the ladder in the GM hierarchy), the top-of-the-range Cadillac and there was nothing in Cadillac’s showrooms which could match the conspicuous opulence of the black or covert gold “pillow effect”, tufted velour upholstery.  Each Regency was registered at Tiffany's which supplied the specially designed clock and provided the owner with a distinctive sterling silver key ring; if lost, the keys could be dropped in a mailbox and Tiffany's would return them to the owner.  Take that Cadillac.  A limited run of 2,650 75th anniversary Ninety-Eight Regency cars was built, all of them four-door hardtops and the (non-anniversary) model continued in 1973.  By 1982, Oldsmobile concluded the message needed again to be drummed into buyers and introduced the Regency Brougham.

Peak brougham: 1977 Chrysler New Yorker Brougham four-door hardtop.

The high-water mark of the great brougham era was set by the Cadillac Fleetwood Talisman (1974-1976), the Cadillac Fleetwood Brougham D'Elegance (those produced in 1988-1989) and the most expensive cars from Chrysler Corporation (the Imperials and Chrysler New Yorkers) during the last days of the full-sized cars (1974-1978).  After this, designers really could go no further in this direction and had to think of something else.

Talisman

Talisman (pronounced tal-is-muhn or tal-iz-muhn)

(1) A stone, ring, or other object, usually engraved with figures or characters supposed to possess occult powers and worn as an amulet or charm; believed to protect the wearer from evil influences

(2) Any amulet or charm.

(3) Anything or anyone, the presence of which exercises a remarkable or powerful influence on human feelings or actions.

(4) A trim option offered on the Cadillac Fleetwood (1974-1976).

1630–1640: From the French or Spanish talisman, partly from Arabic طِلَسْم‎ (ṭilasm), from the Late Greek télesmon (completion, performance, consecrated object), and partly directly from the Byzantine Greek τέλεσμα (télesma) (talisman, religious rite, completion), from τελέω (teléō), (to perform religious rites, to complete), from τέλος (télos) (end, fulfillment, accomplishment, consummation, completion”).  The Arabic word was also borrowed by Turkish, Persian & Hindi and the only explanation for the -n in western European languages is replicated error.  Derived forms are the adjectives talismanic & talismanical and the adverb talismanically.  Talisman is a noun & verb, talismaning & talismaned are verbs, talismanic is an adjective and talismanically is an adverb; the noun plural is talismans (talismen is non-standard).  Talismanique is a French and not an English adjective.

Lindsay Lohan wearing (non-Masonic) Evil Eye talisman, Los Angeles, March 2011.

The Evil Eye is a talisman (or amulet), or talisman which is said to afford the wearer protection against the forces of evil.  Examples of Evil Eye talismans have for some three-thousand years existed in many cultures and are documented in early examples of the art of Judaism, Islam, Hinduism, Buddhism and Christianity, the forms including the Hebrew Ayin Ha’ra, the Turkish Nazar Boncugu, the Italian Mal Occhio, the Farsi Bla Band, the Arabic Ayin Harsha, the Scots Droch Shuil, the Spanish Mal Ojo (or El Oja), the French Mauvais Oeil, the German Busen Blick and the Roman Oculus Malus.  The imagery is particularly ingrained in the Republic of Türkiye where the symbolism is visible on symbol on currency, in architecture and interior design, one often hung from the necks of new-born children and even farm animals.

Freemason Evil Eye talisman.

Also known as the “Eye of Providence”, the symbol is not only part of Masonic ritualism but it appears on both the reverse of the US dollar bill (in a pyramid’s top cap) and the nation’s Great Seal.  Although many of the founding fathers of the US were confessed Freemasons, the official line is the unfinished pyramid was intended to symbolise “strength and duration”, with the 13 levels representing the original states which formed the US while the eye was there to acknowledge God’s sympathetic oversight of the fledgling nation.  It’s claimed the Freemasons had no involvement in these choices and that the cult didn’t begin publicly to display the evil eye until well into the eighteenth century.  Whether prior to that they used it in secret is of course unknown except to them and also a mystery is whether every member of the Secret Society of the Les Clefs d’Or is required to wear a concealed Masonic talisman.  It’s never been denied and unless there’s a defection, that too may remain a secret.

The Cadillac Fleetwood Talisman, 1974-1976

1974 Cadillac Fleetwood Talisman in Sable Black over Dark Blue Medici Cloth.

Even by the standards of the American automobile of the time, the 1971 Cadillac was big.  Replacing the previous range which had run from 1965-1970, engineering innovations were limited and the changes mostly cosmetic, much of the manufacturer’s attentions now devoted to conforming with the onrush of safety and pollution control legislation being imposed by governments (the Californian authorities, cognizant of the conditions (climatic & social) which made pollution in Los Angeles and San Francisco a particular concern, becoming more rigorous than Washington DC or the other 49 states).  In 1971 however, although somewhat detuned, the 472 cubic inch (7.7 litre) V8 was still rated at 365 gross horsepower and, with the emission controls still only rudimentary, retained the characteristics which by the early 1960s had meant Detroit’s full-sized were acknowledged to have the world’s most refined engine-transmission combinations.  Even though typically weighing over 5000 lbs (2300 kg) and built with few concessions to aerodynamic efficiency, 1971 Cadillacs had power enough for performance to be described usually as "effortless".

1974 Cadillac Fleetwood Talisman in Cotillion White over Dark Blue Medici Cloth.

Production volumes dropped in 1971 but that was because of difficulties in industrial relations and once new agreements were in place, sales quickly rebounded, records set in 1972 and again in 1973, Cadillac for the first time, producing more than 300,000 cars.  There were however warning signs on the 1973 cars.  Although not yet the battering-rams later bolted on, the bumper bars had grown bigger and heavier and, for the first time, the emission controls began to be noticed, becoming intrusive by 1974, drivability suffering, power down and fuel consumption up.  The typical Cadillac owner might not have been much troubled by the gas (petrol) bill but they certainly noted, and complained about, the loss of power and occasionally stuttering engines; much worse was to come.  1973 would be the last good year for the “old” American economy which, sustained by the unusual circumstances of the post-war boom had, with the odd minor glitch, maintained an unprecedented general prosperity for over twenty years.  A generation now existed which knew no other world but the world shifted on 17 October 1973 when OAPEC (the Organization of Arab Petroleum Exporting Countries) imposed the first oil embargo, ending the boom which had been fed by cheap, limitless energy.  Suddenly, in the US, not only was gas more expensive, the cost of a barrel of oil having quadrupled overnight, but there were, at least briefly, genuine shortages.  Even Cadillac owners with money enough to pay for a tank of gas found themselves in long queues, sometimes not able to find any for sale.

1972 Oldsmobile Ninety-Eight Regency front compartment in Black.

It was a short, sharp shock; oil supplies within months began again to flow but prices remained high.  Cadillac sales fell twenty-odd percent in 1974 but it was actually a good result, the company continuing to dominate its market sector, its performance better than many.  The performance of the cars was less impressive, the bumpers ever bigger, the power lower and the driveability issues caused by the emission control devices worse.  At the time, there wasn’t much Cadillac could (or was prepared) to do about these things but resources were found to add even more luxury.  For years, the industry had been creating ever fancier versions of its lines, even the lower-priced being augmented with luxury versions, sometimes called “Brougham”, a phenomenon which the website Curbside Classic dubbed "the great brougham era" and date from Ford's 1965 introduction of the "LTD" option for the Galaxie: to that Chevrolet responded with the Caprice and the bling race had begun.  Neither of those modest tart-up jobs troubled the thoughts of the Cadillac board but, although domestically, Cadillac had long faced competition from Lincoln and Imperial, what must have been galling in the milieu of the great brougham era was the threat which later emerged from within.  Oldsmobile, two notches down the General Motors (GM) pecking list from Cadillac, in 1972 introduced a special "anniversary" version of their top-of-the-range Ninety-Eight four-door hardtop, the package including not just tufted velour upholstery but finished it in the "loose pillow" style beloved by interior decorators.  In the Oldsmobile, the "pillows" were fixed rather than loose but the look was there. 

Regency at Tiffany's: Publicity shot for 1972 Oldsmobile Ninety-Eight Regency.  All the "anniversary" Regency models were four-door hardtops in a specially mixed shade of gold with the choice of a "Black" or "Covet Gold" velor interior.  In 1971-1976, the full-size Oldsmobiles and Cadillacs were all built on GM's shared C-Body platform, differing in external panels, internal trim, engines and detailing.  At a distance, many would have found it difficult to tell C-Body Oldsmobile from a Cadillac.  

By 1972, there were so many “Broughams” on the market Oldsmobile must have thought the tag was becoming a bit common so to mark the company’s 75^th anniversary, they called their new creation the “Regency”.  Vague as many Americans might have been about the origin of “brougham”, most probably assumed “regency” had something to do with royalty so as an associative pointer it was good.  The Ninety-Eight Regency in 1972 was however as audacious as the LTD had half-a-decade earlier been tentative because it was beyond Cadillacesque in its aspirations; nothing in Cadillac’s showrooms could match the conspicuous opulence of the Regency’s black or gold, “pillow effect”, tufted velour upholstery.  A run of 2,650 Ninety-Eight Regency cars was built and they were so well-received a (non-anniversary) model was in 1973 added to the range as a regular production model.  By 1982, Oldsmobile must have concluded the message needed again to be drummed into buyers so they introduced the Regency Brougham.

1974 Cadillac Fleetwood Talisman rear compartment in Dark Blue Medici Cloth with optional pillows.  The pillows (which many would have described as "cushions") were also available on the Talismans trimmed in leather.  The world should have more leather pillows.

The Regency package was a US$372 option for the Ninety-Eight which had a base price of US$5097.60.  In Cadillac’s boardroom, as the brochure was passed around the table, it must have seemed act of impertinence and one which GM’s management once would not have tolerated.  The so-called “Sloan ladder of success” was conceived by Alfred P Sloan (1875–1966; president of General Motors (GM) 1923-1937 and chairman of the board 1937-1946)) and the idea was that as a customer’s wealth increased, they would take the “next step on the ladder”; by 1930 that ladder had nine rungs with Chevrolet at the bottom and Cadillac the top.  That meant the “middle class” had seven GM brands to choose from, all positioned at ascending “price points” and what this meant was a customer could advertise their increasing wealth and upward social mobility by moving up a rung, trading in their car for one a rung (or more) up in the hierarchy.  For the system to work, it was important the products of one division not trespass into the bailiwick of another and in Mr Sloan's time this discipline was maintained.

Of course, while one can climb a ladder, one can also climb down and a former Cadillac buyer finding themselves in circumstances so reduced as to have to visit the Chevrolet dealer might have been said to be on the “Sloan ladder of failure”.  Nor was it socially obligatory for the rich to ascend to the top rung.  Before her first husband became president, Jacqueline Kennedy (1929-1994; US First Lady 1961-1963) went to old Joe Kennedy (1888–1969) and told him she’d like to buy a Ford Thunderbird on the basis: “What could be More American than that?”  Promptly she was told: “The Kennedys drive Buicks!”  Actually even that wasn’t always true because the car Ted Kennedy (1932–2009) drove off a bridge in the “Chappaquiddick Incident” was a 1967 Oldsmobile Delmont 88 (not even the most expensive Oldsmobile) which belonged to his mother.  The crash happened shortly before midnight on 18 July 1969, after the then senator had left a cocktail party in the company of Mary Jo Kopechne (1940-1969) who had worked on Robert F Kennedy’s (RFK, 1925–1968; US attorney general 1961-1964) presidential campaign in 1968.  Ms Kopechne died in the crash, Senator Kennedy not reporting the matter for more than ten hours after he left the scene.  The ladder was fully evolved by 1929, the rungs tagged thus:

Chevrolet: The entry-level range with the lowest price; a high volume “value for money” pitch using the concept perfected by Ford's Model T (1908-1927).

Pontiac: Introduced in 1926, the Pontiac would once perhaps have been called the “Chevrolet Deluxe” but it was in the 1920s the ages of mass-consumerism and modern marketing began; the creation of a separate nameplate was an indication of how the techniques of capitalism were evolving.

Oldsmobile: Before the brand-name proliferation, Oldsmobile was GM’s classic “middle-class” car, sitting between Chevrolet and Buick.

Marquette: Marquette existed only between 1929–1930 and was a product of a gap existing in Mr Sloan’s price-point structure between Oldsmobile and Buick.  Again, the view was it was better to have a defined range in the segment rather than an “Oldsmobile Deluxe” or dilute the appeal of the next rung with a lower-cost Buick.

Oakland: Oakland was unusual in that it pre-existed Pontiac, the latter introduced as Oakland’s more expensive companion but, because Pontiac proved much more successful, it would survive the later cull while Oakland would be axed.

Buick: The classic upper-middle-class brand, offering luxury and performance but without the exclusivity of a Cadillac.

Viking: Another short-lived (1929–1930) venture, Viking was the premium companion to Oldsmobile and slotted between Buick and LaSalle.

LaSalle: Best thought of as cheaper Cadillac, it was another of the brands there to avoid diluting things with an “entry level Cadillac” which of course it was in all but name.

Cadillac: The top rung, competing not only high-end domestic brands like Packard, Duesenberg and Lincoln but also the best of the Europeans.

The effects of the Great Depression meant the experiment didn’t last and GM would soon to revert to six divisions, the newcomers Viking and Marquette axed while Pontiac, which had proved both more successful and profitable than the shuttered Oakland, survived, joining LaSalle which lingered until 1940 and then there were five.  Even then five was debatably at least one too many but the ladder survived into the post-war years when economic conditions suited the structure and by the mid-1950s both Ford and Chrysler were emulating the model although for both it proved a brief fling.  By the twenty-first century, GM was down to three (Chevrolet, Buick & Cadillac), Ford two (Ford, Lincoln) and Chrysler two (Dodge, Chrysler (although they separated the pickup business as RAM)).

1974 Cadillac Fleetwood Talisman rear compartment in Medium Saddle leather.

Cadillac scrambled to respond to the implications of the Regency, offering in 1973 the d'Elegance package, a US$750 option which included a plusher interior and a bundle of otherwise optional features.  However, all the d'Elegance stuff did was match what others were doing and there was still the corporate memory of the Cadillac mystique, a hankering for the time when Cadillac had been the “standard of the world”, a reputation built in the 1930s on basic engineering such as 16-cylinder engines and maintained a generation later with cars such as the Eldorado Brougham, one time the term "Brougham" described something truly impressive.  By 1974 the world had changed and such extravagances were no longer commercially viable (in truth 400 Eldorado Broughams made for 1957 didn't make a profit either) but what could still be done was to add more "gingerbread" so for 1974, Cadillac announced the Talisman package (option code V4U).  Much more expensive than the d'Elegance and consequently that much more exclusive, the Talisman included an extended centre console, the front section housing an illumined writing tablet, the rear a storage compartment.  This had been done before but never with this opulence although it had the effect of reducing the huge car, a size which historically been a six-seater, into something strictly for four and as a marketing strategy, that made sense, indifference to practicality a signifier of wealth.  The interior was available in four colors in "Medici crushed velour" at US$1800 or in two shades in leather at US$2450 at a time when the Chevrolet Vega, GM’s entry-level sub-compact cost US$2087; "Medici crushed velour" had about the same relationship with history as Chrysler's "fine Corinthian leather".  The Talisman additionally gained matching deep-pile interior carpeting and floor-mats, a fully padded "elk grain" vinyl roof, exterior badge identifications, a stand-up, full-colour wreath & crest hood ornament and unique wheel-covers.  For those who needed more, for an additional US$85, a matching pillow and robe was available, the latter unfortunately not cut in leather.  Optioned with the leather package, a 1974 Cadillac Talisman cost about US$13,200, matching what the company charged for the even bigger Fleetwood 75 limousines.  The additional gingerbread wasn’t all that expensive to produce; what Cadillac was selling was exclusivity and the market responded, 1898 Talismans coming off the production line that year, all sold at a most impressive profit.  The interior trim choices in 1974 were:

510 Black Medici Cloth.
525 Dark Blue Medici Cloth.
546 Medium Amber Medici Cloth.
548 Dark Terra Cotta Medici Cloth.
565 Dark Blue Leather.
585 Medium Saddle Leather.

Most prized today are the relative handful trimmed in leather, the orthodoxy in the collector market that all were in Medium Saddle.  If any were sold with the Dark Blue leather, none appear now to exist and Cadillac’s records don’t list the production breakdown.

1975 Cadillac Fleetwood Talisman front compartment in Dark Rosewood Medici Cloth.

The leather option didn’t survive beyond the first season, four colors of velour the only Talisman choices in 1975 and gone too was the rear-console extension, reportedly because of feedback from dealers who noted the comments from customers expressing a preference for the flexibility to carry an additional passenger.  It was an era of high inflation so the deletion of the hardware secured only a two-dollar reduction in price and in the gloomy economic climate of 1975, sales dropped to 1238.  The big platform, which had seemed so appropriate a half-decade earlier, was in its last days, a dinosaur unable to adapt to the shock of a strange new environment but for its final fling there were minor improvements.  Although engine size had been increased to 500 cubic inches (8.2 litres), output was down to 190 horsepower (although this was less of a drop than it may appear from the 365 of 1971 because of the change in quoting power from gross to net) but the addition of catalytic convertors and, later in the year, fuel injection, did allow some retuning, improving drivability.  The bumpers were the biggest yet and fuel economy, although improved, remained dire.  The interior trim choices in 1975 were:

19B Black Medici Cloth.
29B Dark Blue Medici Cloth.
51B Medium Maize Medici Cloth.
79B Dark Rosewood Medici Cloth.

1976 Cadillac Fleetwood Talisman front compartment in Black Medici Cloth.

The end of the line came in 1976, the final year for the big Cadillacs which had evolved over three quarters of a century.  With so much corporate energy devoted to the new, smaller cars, on the dinosaurs changes were restricted mostly to trim and detailing although the newly-lawful rectangular headlights, adopted throughout the industry to permit lower hood (bonnet) lines and thereby (slightly) slipperier aerodynamics, were spliced in.  Inside, new interior colors were offered and simulated Rosewood replaced the equally fake distressed pecan vinyl appliqués on the instrument panel, doors, and rear quarter trim.  Inspired by the Oldsmobile Regency which had caused such a stir in 1972, soft, thickly pillowed seats were now standard and the d'Elegance package with its accoutrements could still be added but bowing out after 1976 would be both the 500 cubic inch V8 and the Talisman package, available for its swansong in five colors at US$1813.  GM made no secret this was the last year of the big Cadillacs and sales spiked, a new record of 309,139 cars of which 1200 were Talismans.  Befitting the funereal atmosphere, the interior trim choices in 1976 were restricted to somber black & blue:

19E Black Medici Cloth.
26E Dark Blue Medici Cloth.

1976 Cadillac Fleetwood Talisman.

Statesman

Statesman (pronounced steyts-muhn)

(1) Certain politicians with a favorable reputation (a rare breed), especially those associated with international relations.

(2) A person (not of necessity an elected politician) experienced in the art & science of government or versed in the administration of government affairs, especially those involved in diplomacy.

(3) A product name used variously of such things as cars, ships and (especially) newspapers and periodicals.

1585–1595: A construct was state + s + -man, modeled on steersman (in nautical use, one who steers a ship or other vessel (the helmsman)).  State was from the early thirteen century Middle English noun stat, from both the Old French estat and the Latin status (manner of standing, attitude, position, carriage, manner, dress, apparel; and other senses), from stare (to stand); a doublet of estate and status.  The idea of “the polity” which evolved ultimately into the construct of the modern nation-state began to develop in fourteenth century Europe, notably the multi-entity Holy Roman Empire.  In other European languages, the comparable words were the French être, the Greek στέω (stéo), the Italian stare, the Portuguese estar, the Romanian sta, and the Spanish estar.  

The suffix –man developed from the noun and was applied describe (1) someone (the original implication obviously implied male) who is an expert in an area or who takes part in an activity, (2) someone employed or holds a position in an area, (3) someone possessing particular characteristics relating to a topic or area, (4) someone (in this case explicitly male) of a certain nationality or sub-national geographical identity (not a universal use which varied according to the structure of the root word (other suffixes including –an, -ian etc) or (5) in Admiralty jargon, a ship which has special characteristics relating to a trade or area (‎merchantman, ‎Greenlandman etc) which produced the amusing linguistic paradox of forms such as “she’s a merchantman” because of the convention ships were always referred to in the feminine.  Man was from the Middle English man, from the Old English mann (human being, person, man), from the Proto-West Germanic mann, from the Proto-Germanic mann (human being, man), probably from the primitive Indo-European mon- (man) (men having the meaning “mind”); a doublet of manu.  The specific sense of “adult male of the human race” (distinguished from a woman or boy) was known in the Old English by circa 1000.   Old English used wer and wif to distinguish the sexes, but wer began to disappear late in the thirteenth century, replaced by mann and increasingly man.  Man also was in Old English as an indefinite pronoun (one, people, they) and used generically for "the human race, mankind" by circa 1200.  It was cognate with the West Frisian man, the Dutch man, the German Mann (man), the Norwegian mann (man), the Old Swedish maþer (man), the Swedish man, the Russian муж (muž) (husband, male person), the Avestan manš, the Sanskrit मनु (manu) (human being), the Urdu مانس‎ and Hindi मानस (mānas).   Although often thought a modern adoption, use as a word of familiar address, originally often implying impatience is attested as early as circa 1400, hence probably its use as an interjection of surprise or emphasis since Middle English.  It became especially popular from the early twentieth century.

The derived form statesmanship described an idealized conception of how a politician should behave.  It's now less common, probably less so because the standard of politicians has so obviously declined than a reluctance to use a word thought gender-loaded; to say "statesmanship" might now be thought a micro-aggression.  The suffix -ship was from the Middle English -schipe & -shippe, from the Old English -sċiepe, from the Proto-West Germanic -skapi, from the Proto-Germanic -skapiz.  The equivalent forms in other languages included the Scots -schip, the West Frisian -skip, the Dutch -schap, the German -schaft, the Swedish -skap and the Icelandic -skapur.  It was appended to nouns to form a new noun denoting a property or state of being, time spent in a role, or a specialized union, a popular use being the way a set of social duties associated with a particular role shape or develop one's character (fellowship, ownership et al).  Other suffixes used for similar purposes (property or state of being) include -ness, -hood, -itude, -th, -ity & -dom.

Meeting a statesman: Lindsay Lohan meeting with Recep Tayyip Erdoğan (b 1954; prime-minister or president of the Republic of Türkiye since 2003), Presidential Palace, Ankara, Türkiye, 27 January 2017.

The informal noun superstatesman is used to refer to someone especially successful (especially in international relations) while to say of someone or their actions that they possess the quality of being unstatesmanlike, it’s a criticism which implies they have not reached the expected standard (ie they’re acting more like a politician).  The term "elder statesman" generally is used either of (1) a respected political leader (not of necessity all that elderly but usually retired or at least withdrawn from the controversies of front-line politics) or (2), by extension, a prominent and respected person in any field who usually is retired or inactive with their involvement restricted to commentaries.  Statesman & statesmanship are nouns and statesmanlike & statesmanly are adjectives; the noun plural is statesmen (except in commercial use when Statesman is used as a product name in which case the plural should be Statesmans (although Statesmen seems not uncommon)).  The feminine noun stateswoman and the gender-neutral statesperson are more recent creations (both with the same derived adjectives on the model of those from statesman) and notably used less frequently.

The usually told joke is that a statesman is a “dead politician” and there’s some element of truth in that because the reputation of politicians certainly seems often to improve once they’ve had the decency to drop dead.  Unfairly or not, politicians often are characterized those dedicated to the pursuit of power, advancing their own interests or those of their party and making decisions that cater to short-term political gains (although they also have a great interest in accumulating money and many taxpayers would be surprised to learn just how much of their money ends up each year in the bank accounts of politicians; such is the array of “allowances & entitlements” (often opaque and sometimes secret) that the total is some distance from their notional annual salary).  Anyway, because the focus of a politician is on winning elections and pursuing the agendas of whomever is funding them (or offering to in their post-political life), the term “politician” usually carries negative connotations, implying opportunism, manipulation and a lack of concern for anything except self-interest.  Old Jack Lang (1876–1975; Premier of New South Wales 1925-1927 & 1930-1932) used to tell the young seeking a career in politics his best advice was "...in any race, always back the horse called self-interest; it'll be the only one having a go."

Two statesmen meeting to discuss matters of common interest: Dr Henry Kissinger (b 1923; US national security advisor 1969-1975 & secretary of state 1937-1977, left) and General Augusto Pinochet (1915-2006; dictator of Chile 1973-1990, right), Santiago, Chile, 1976. 

The term statesman carries usually positive connotations and is associated with someone in public life who has demonstrated wisdom, integrity and a vision which includes the interest of the public and this rare breed is characterized by their commitment to serving the greater good, often transcending narrow partisan interests in favor of broader national or societal goals.  It’s probably easier for a politician to be thought statesmanlike if they come into office having already established an illustrious reputation through pervious public service, such as Dwight Eisenhower (1890-1969; US president 1953-1961) who, before he entered the White House, was one of the nation’s most respected soldiers.  Actually, in the US where appointments to the cabinet don’t require election, it’s more likely one can be thought a statesman because one need never dirty one’s hands with the nasty business of electoral politics.  Serving as secretary of state for a scant twelve months between 1950-1951, General George Marshall (1880–1959; US Army chief of staff 1939-1945) is remembered as a “great statesman” because he looked the part and the Marshall Plan (the post-war re-financing of Europe with US dollars) bore his name although it was something he neither conceived, designed or administered.  Another of America’s chief diplomats, Dr Henry Kissinger, is still described by some as a “great statesman” (although many others prefer “war criminal”).  Certainly, politicians good and evil are aware that how they’re remembered is based on who gets to write the histories.  Late in World War II (1939-1945), when things really weren’t going well for the Nazis, Dr Joseph Goebbels (1897-1975; Nazi propaganda minister 1933-1945), well aware of the enormity of the crimes the regime (of which he was a prominent part) had committed and one of the few realists among a generally deluded lot, was said to have commented: “Either we are going to go down in history as the greatest statesmen of all time, or as the greatest criminals.”  Although that phrase has for decades been attributed to him, it’s not certain he used quite those words but his diary entries and collaborated contemporary testimony from others leave little doubt that was what was on his mind.

Adolf Hitler (1889-1945; Führer (leader) and German head of government 1933-1945 & head of state 1934-1945) had no doubt what qualities defined statesmanship.  In the prison diary assembled from the huge volume of fragments he had smuggled out of Spandau prison while serving the twenty year sentence he was lucky to receive for war crimes & crimes against humanity (Spandauer Tagebücher (Spandau, the Secret Diaries), pp 451 William Collins Inc, 1976), Albert Speer (1905–1981; Nazi court architect 1934-1942; Nazi minister of armaments and war production 1942-1945) recounted one of the Führer's not infrequent monologues, a small part of which mentioned the matter:

“Whoever succeeds me must be sure to have an opening for a new war.  We never want a static situation where that sort of thing hangs in doubt In future peace treaties we must therefore always leave open a few questions that will provide a pretext.  Think of Rome and Carthage, for instance. A new war was always built right into every peace treaty. That's Rome for you! That's statesmanship.” 

The Holden Statesman

1971 Ford ZD Fairlane 500.  The industry legend was the development budget for the original ZA Fairlane in 1967 was "three quarters of four-fifths of fuck all".  Like the basic vehicle, the styling updates were borrowed from earlier US Fords so the effort required was about as minimal as the budget. 

Holden was the General Motors (GM) outpost in Australia and in the 1950s and 1960s, for a variety of reasons (not wholly related to the dynamic qualities of the cars they sold), the operation had been highly successful, for many years enjoying a market share as high as 50% odd.  By the early 1970s, increased competition had eroded Holden’s dominance although it remained the market leader in most sectors it contested with one exception: the executive sedan.  Ford in 1967 had effectively re-defined this market by conjuring up a long-wheelbase version of the mass-market Falcon which overnight rendered obsolete some of the antiquated British competition and provided an attractively less expensive alternative to the bigger Fords, Chevrolets, Pontiacs and Dodges, imported via Canada to take advantage of the lower tariffs imposed on products from the Commonwealth (the successor regime to the old imperial preference scheme).  Although well-suited to Australian conditions, the US cars were becoming increasingly expensive because of movements in the exchange rate (the Bretton-Woods system (1944) of “fixed” currency rates was more an interacting series of “managed floats”).  So, developed very cheaply with only detail changes and some (what now seems modest) bling, the elongated Falcon was in 1967 released under the Fairlane name (used earlier in Australia for both a full-sized and intermediate North American import) and it proved an instant success, selling not only in large numbers but with a profit margin unmatched in the local industry.  Of course, one victim of this success was Ford’s own imported Galaxie, sales of which slowed to a trickle, demand now restricted mostly to governments which admired the "statesmanlike" presence the big machines lent the politicians being chauffeured around.  The Galaxies would remain available in Australia until 1973.

1968 HK Holden Brougham.

Holden couldn’t let such an obvious market be ignored but their first response seems bizarre and was treated as such at the time.  Instead of following Ford’s lead and stretching their platform to create a long wheelbase alternative, Holden took their previous top-of-the-line Premier and extended the trunk (boot) by eight inches (200 mm), increasing luggage capacity and presumably pleasing those carrying stuff like bags of golf clubs but that really answered a question nobody had been asking.  Named the Brougham (a name with a tradition dating back to horseless carriages but rapidly becoming popular with US manufacturers), ascetically, the long-tail really didn’t work because it rendered the shape fundamentally unbalanced and the market response was muted, Brougham sales never making a dent in the Fairlane’s dominance.  Time has been kinder and the Brougham now has a cult following among collectors, especially the early versions which used a 307 cubic inch Chevrolet V8 because Holden's own 308 hadn't reached production.  Ironically, the mildly-tuned 307 isn't one of the more highly regarded iterations of the small-block Chevrolet V8 but the allure of the name remains strong.  In the early 1980s, when the things were unwanted and could be bought for a few hundred dollars, one enterprising customizer built a two-door version and while some of the detailing was lacking, the basic lines worked surprisingly well but as Chrysler and Ford discovered in the 1970s, although the market for such things in the US was huge (the segment was called "the personal coupe"), in Australia it was was small and shrinking so it's as well Holden didn't try their own.

1971 Holden Statesman De Ville.

In 1971, Holden did respond with a long wheelbase executive sedan, this time called the Statesman.  Apparently, there had previously been only one short-lived car called a Statesman (joining a governmental-themed roll-call manufacturers had previously used including Senator, Diplomat, President, Ambassador, Envoy and even Dictator).  This time, the styling was outstanding and, especially if buyers could resist the lure of the then inexplicably popular vinyl roof, the Statesman was an elegant execution, details such as the split egg-crate grill especially admired.  The frontal treatment was also a clever design because the whole HQ range used a “nose-cone” making face-lifts much cheaper and the same approach applied to the tail, the tail-lamps used on the commercial range and the station wagons re-purposed.  Holden had learned well from Ford’s example.  Structurally, the Statesman following the Fairlane’s price points, the basic car aimed at the hire-car market and available with a six cylinder engine and bench seats to make it a genuine six-seater while the Statesman De Ville featured a higher level of trim and used either Holden’s 308 cubic inch (5.0 litre) or the imported Chevrolet 350 (5.7).  Just to emphasize how special the Statesman was, the Holden name didn’t appear either on the car or its advertising, the local operation instead seeking, and receiving, GM’s permission to used Cadillac’s famous wreath on the badge.  All the publicity material said "Statesman by General Motors" but few were fooled and eventually the trickery was abandoned.

The misstep Ford got away with: The 1972 ZF Fairlane (left) was criticized because it looked little different from the basic Falcon; the 1976 ZH (right) rectified that, an eight-year old US design this time providing the template.

The Statesman sold better than the Brougham but didn’t threaten the Fairlane’s dominant position in the sector, even though Ford in 1972 made the fundamental mistake when releasing its new version of not ensuring there was sufficient product differentiation; the new ZF Fairlane looked like a somewhat bloated XA Falcon but such was the inertia of the name and the solid reputation for reliability and resale value that fleet-managers and private buyers remained loyal and it wouldn’t be until 1976 that the problem of the Fairlane’s comparative anonymity was rectified and that by bolting on the styling from the 1968 Mercury; that’s how things were done then.  However, Ford in 1973 scored its other big hit by stretching the Falcon still further to create the LTD, a capable but gaudy machine which so appealed to governments and corporations that it for decades dominated those fleets.  Like the Fairlane, the LTD was a highly profitable package developed at low cost and noted for its bling such as the aviation style controls for the air-conditioning.  With the coming of the LTD, the imported Galaxie was withdrawn from the Australian market.

1976 Holden HJ Statesman Caprice: The increasingly baroque touches added during the face-lifts ("heavy-handed" the phrase used at the time) meant the later versions lacked the purity of the HQ, the delicate lines of which were the high-water mark of Holden's styling.     

Holden made no attempt to match the LTD, leaving the lucrative segment to Ford while the Statesman soldiered on although, matching the Fairlane, the slow-selling base model was dropped when the range was revised in 1974, along with the Chevrolet 350 V8 which had been fitted only to around 600 Statesmans (some of which were exported to New Zealand and South Africa with some unpleasing detail changes).  The structure of the range changed with the De Ville now the base car and a new model, the Caprice, sitting atop, the differences between the two all in bling, the mechanical specification identical, both using the Holden 308 V8 and the now more reliable Trimatic automatic transmission.  Through two face-lifts (HJ & HX), the Statesman was relatively unchanged during the troubled and difficult mid 1970s, most attention devoted to devising plumbing to lower emissions, something which worked but at the cost also of decreasing power and drivability; all that increased was the fuel consumption and the price.

1979 Holden Statesman SL/E.

However, in 1979, Holden surprised the market by splicing a new Statesman between the De Ville & Caprice: the Statesman SL/E.  Although mechanically unchanged from the rest of the range, the SL/E was advertised as the “sporty” Statesman, something made vaguely plausible by the huge improvement in handling rendered when the HZ cars were released in 1978 with what Holden called “radial tuned suspension” (RTS).  Unfortunately, the market found the idea of a “sporty Statesman” about as improbable as the conjunction sounds and the car was not a success, presumably because it was neither one thing or the other, the De Ville fundamentally the same only cheaper and the Caprice better equipped and more prestigious.  Whether the SL/E might have been better received had there been a genuine attempt to improve performance can't be known but power without an increase in emissions was hard to find in 1979 and Holden had the misfortune within a couple of months of the launch, the “second oil-shock” hit and V8 engines were suddenly again unfashionable.  Fortunately for Holden, the SL/E had not been an expensive programme, the wheels, badges and much of the bling borrowed from models already in production.

1982 Holden Caprice.

Still, the price of petrol not withstanding, by then, the next model Statesman was locked in for release in 1980.  The WB Statesman De Ville & Caprice existed because, cognizant of the uncertainty around the stability of the world oil market, Holden had replaced their mainstream range with the Commodore, a smaller (critically, narrower) car based on a European platform developed by Opel, GM’s German outpost.  The smaller machine was not suitable as the base for a Fairlane competitor so the decision was taken to update the HZ, even though the platform dated back to 1971.  What was achieved was commendable given the budget although the designers were disappointed that with the release of the new Fairlane & LTD in 1979, Ford had staged a pre-emptive hit with the six-window roof-line Holden had planned as their exclusive.  One genuine difference though was the Caprice’s hand-assembled grill, made from metal in an age when extruded plastic assemblies had long become industry practice but although much admired, it wasn’t enough to save the dated platform and the last Statesmans left the factory in 1985.  Holden did though flirt with a stay of execution because by 1982 it was clear the world would soon be awash with oil (what would come to be called the "oil glut"; the CIA's infamous 1975 prediction the world would "...by 1983 run out of oil" clearly wrong) and there were thoughts of a "low cost" version of the WB Statesman, resurrecting a proposal which seriously had been contemplated during the previous decade.  That was a response to the booming sales Ford was enjoying for it's bigger, wider Falcon range but the decision was taken to focus efforts instead on a bigger, wider Commodore, a vehicle released in 1988 which enjoyed great success.     

Publicity shot for 1983 Holden Statesman De Ville Magnum.

One quirk of the WB’s life however was that Peter Brock (1945–2006), a racing car driver who had created a successful business selling modified, high-performance Commodores, decided to resurrect the Statesman SL/E but this time make it genuinely “sporty”.  Labeled the Statesman Magnum, the car could be based on either the De Ville or Caprice according the buyer’s taste & budget and because Brock’s record-keeping was at the time a little haphazard, it’s not clear how many were built and it may not even have reached three figures.  Unlike the SL/E, the Magnum's 308 V8 benefited from the addition of the improved components Brock used on the Commodores: the cylinder heads, inlet manifold, air cleaner and exhaust system combining to produce a significant lift in output (power increasing from 170 to 250 hp (126 to 188kW) while, perhaps more relevantly for the target market, torque rose from 265 to 315 lb/ft (361 to 428Nm)).  Nor was the chassis neglected, Bilstein gas shock absorbers added all round while the front suspension geometry was revised and up-rated springs were fitted, the anti-roll bars thicker & stiffer.  Externally, most striking were the 16 x 8-inch Momo Polaris aluminium wheels while a variety of color schemes were offered, including the toning down of the chrome fittings to something darker and more menacing.  The press response was favorable, the already fine dynamics the platform had possessed since the debut of RTS now able better to be exploited with the additional power the Magnum provided, more than matching even the Chevrolet 350 fitted to some HQ Statesmans which had been offered only in a mild state of tune.  However, as the American industry had discovered in the 1960s, those who want high-performance vehicles prefer usually that they be in smaller packages and, as Ford two decades would re-discover when the Fairlane G220 was greeted with a polite yawn, those who wanted big luxury and those who wanted something smaller and “sporty” were two different populations, at least at certain stages in their lives.  In a sense though, Holden had the last laugh, the Statesman and Caprice later revived when the Commodore became larger and better suited to a wheelbase stretch and together they first out-sold and then outlived the Fairlane & LTD.