Doodlebug

Doodlebug (pronounced dood-l-buhg)

(1) In entomology, the larva of an antlion (a group of some 2,000 species of insect in the neuropteran family Myrmeleontidae, the appellation “doodlebug” an allusion to the “doodle-like” marks they leave in the sand as tracks of their movement.

(2) In entomology (UK), a cockchafer (genus Melolontha).

(3) In entomology (US regional), a woodlouse.

(4) As “doodlebugger”, a dowser (divining rod) or similar device supposedly useful in locating underground water, hydrocarbons, minerals etc.  By extension, the word was applied to geophysicists or geologists undertaking field work (especially oil prospecting or mineral exploration); they were said to be doodlebugging.

(5) In World War II (1939-1945) UK slang, the German cruise missile the V1, (Fs-103), also known informally as the “flying bomb” or “buzz bomb”, the latter an allusion to the distinctive sound made by the craft’s pulse-jet power-plant.  The slang began among RAF (Royal Air Force) personnel and later spread to the general population.

(6) In US rural slang, as “doodlebug tractor”, a car or light truck converted into tractor used (usually for small-scale agriculture), first noted as a type during the Great Depression years of the 1930s.  During World War II, the improvisation continued because new tractors were in short supply because most production was allocated to the military. 

(7) Individual self-propelled train cars (obsolete).

(8) Any of various small, squat vehicles (as both nickname and official designation).

(9) In informal use, a term of endearment (now rare).

(10) In informal use, a slackard (an archaic form of slacker) or time-waster (now rare).

(11) In informal use, an idiot (as used casually rather than in its once codified sense in mental health).

(12) In informal use, someone who habitually draws (or doodles) objects.

1865-1870: A coining in US English, the construct being doodle + bug, the first known use as a US dialectal form (south of the Mason-Dixon Line) to describe certain beetles or larva.  Doodle dates from the early seventeenth century and was used to mean “a fool or simpleton”.  It was originally a dialectal form, from dudeldopp (simpleton) and influenced by dawdle (to spend time idly and unfruitfully; to waste time, pointlessly to linger, to move or walk lackadaisically; to “dilly-dally”), thus the later use of doodle to mean “a slackard (slacker) or time-waster”.  The German variants of the etymon included Dudeltopf, Dudentopf, Dudenkopf, Dude and Dödel (and there’s presumably some link with the German dudeln (to play the bagpipe)).  There is speculation the Americanism “dude” may have some connection and the now internationalized (and sometimes gender-neutral) “dude” has in recent decades become one of slang’s more productive and variable forms.  The song Yankee Doodle long pre-dates the American Revolutionary War (1775-1783) but it was popularized in the era by being used as a marching song by British colonial troops, the intention being to poke fun at their rebellious opponents; that didn't work out well.  From this use was derived the verb of the early eighteenth century (to doodle), meaning “to swindle or to make a fool of”.  The predominant modern meaning (the drawings regarded usually as “small mindless sketches”) emerged in the 1930s either from this meaning or (as seems to have greater support), from the verb “to dawdle” which since the seventeenth century had been used to mean “wasting time; being lazy”.  In slang and idiomatic use, doodles uses are legion including “the penis” and any number of rhyming forms with meanings ranging from the very good to the very bad.  The hyphenated doodle-bug has appeared and Urban Dictionary has the usual array of alternative, user-generated meanings.  Doodlebug, doodlebugging & doodlebugger are nouns; the noun plural is doodlebugs.

A doodled Volkswagen “bug” on Drawn Inside.

Bug dates from 1615–1625, the original use being to describe insects, apparently as a variant of the earlier bugge (beetle), thought to be an alteration of the Middle English budde, from the Old English -budda (beetle) but etymologists are divided on whether the phrase “bug off” (please leave) is related to the undesired presence of insects or was of a distinct origin.  Bug, bugging & debug are nouns & verbs, bugged is a verb & adjective and buggy is a noun & adjective; the noun plural is bugs.  Although “unbug” makes apparent sense (ie remove a bug, and thus synonymous with the modern “debug”), it doesn’t exist whereas forms such as the adjectives unbugged (not bugged) and unbuggable (not able to be bugged) are listed as standard.  The array of compound forms meaning “someone obsessed with an idea, hobby etc) produced things like “shutterbug” (amateur photographer) & firebug (arsonist) seems first to have emerged in the mid nineteenth century.  The development of this into “a craze or obsession” is thought rapidly to have accelerated in the years just before World War I (1914-1918), again based on the notion of “bitten by the bug” or “caught the bug”, thus the idea of being infected with an unusual enthusiasm for something.

The use to mean a demon, evil spirit, spectre or hobgoblin was first recorded in the mid-fourteenth century and was a clipping of the Middle English bugge (scarecrow, demon, hobgoblin) or uncertain origin although it may have come from the Middle Welsh bwg (ghost; goblin (and linked to the Welsh bwgwl (threat (and earlier “fear”) and the Middle Irish bocanách (supernatural being).  There’s also speculation it may have come from the scary tales told to children which included the idea of a bugge (beetle) at a gigantic scale.  That would have been a nightmarish thought and the idea remains fruitful to this day for artists and film-makers needing something frightening in the horror or SF (science fiction) genre.  The use in this sense is long obsolete although the related forms bugbear and bugaboo survive.  Dating from the 1570s, a bugbear was in folklore a kind of “large goblin”, used to inspire fear in children (both as a literary device & for purposes of parental control) and for adults it soon came to mean “a source of dread, resentment or irritation; in modern use it's an “ongoing problem”, a recurring obstacle or adversity or one’s pet peeve.  The obsolete form bugg dates from circa 1620 and was a reference to the troublesome bedbug, the construct a conflation of the middle English bugge (scarecrow, hobgoblin) and the Middle English budde (beetle).  The colloquial sense of “a microbe or germ” dates from 1919, the emergence linked to the misleadingly-named “Spanish influenza” pandemic.

A doodlebug (left) and his (or her) doodles in the sand (right).

That the word doodlebug has appeal is obvious because since the 1860s it has been re-purposed many time, often with the hint something “small but not cute”, that something understandable given the original creature so named (larva of an antlion) is not one of nature’s more charismatic creations.  Doodlebugs are squat little things which live mostly in loose sand where they create pit traps and genuinely are industrious creatures, their name earned not because they are idle time-wasters but because the tracks they leave in the sand are strikingly similar to the doodles people often wile away their time drawing.  The frankly unattractive ant leave their doodles behind because, as they percolate over the ground, their big butts drag behind them, leaving the erratic trails.  So compelling is the name, it has been applied to a number of other, similar insects.  Another use is attributive from the link with the seventeenth century notion of a doodle being “a simpleton or time-waster”, extended later to “an idiot” (the word used casually rather than as it once was codified in mental health); in the 1930s it came be used of those who incessantly sketch or draw stuff, the idea being they are squandering their time.  What they draw are called “doodles”, the source of the name for the artist.

Doodles on a rendering of Lindsay Lohan by Stable Diffusion.

The mid-twentieth century art (some of its practitioners claiming it was a science) of doodlebugging was practiced by doodlebuggers who used a method said to be not greatly different from the equally dubious technique of the water diviner.  All the evidence suggests there was a general scepticism of the claims that a bent rod waived about above the earth could be used to locate hydro-carbons and the use of “doodlebuging” to refer to the process was originally a slur but it became an affectionate name for those intrepid enough to trek into deserts seeking the “black gold” usuing more orthodox prospecting techniques.  In the 1940s when the “profession” was first described, any reliable means of detecting sub-surface oil deposits simply didn’t exist (other than drilling a hole in the ground to see if it was there) and the early doodlebuggers were scam merchants.  The science did however advance (greatly spurred on by the demands of wartime) and when geologists came to be able to apply the modern machinery of seismic mapping and actually had success, they too were called doodlebuggers and happily adopted the name.

Texaco Doodlebug fuel tanker, one of eight built in 1934-1935 during the industry's "streamliner" era.  It was a time when art deco's lovely lines appeared in many fields of design. 

In the early twentieth century, a doodlebug was a self-propelled rail car, used on rail lines which were short in length and subject only to light traffic.  These were autonomous vehicles, powered both by gasoline (petrol) (in the US, it was the the pre-diesel era) and electricity; they were an attractive alternative for operators, being much cheaper to run than the combination of large locomotives & carriage cars, eminently suited to routes with lower passenger numbers.  The concept may be compared with the smaller (often propeller or turbo-prop) aircraft used for shuttle services or on regional & feeder routes where demand be sufficient to make viable the use of larger airliners.  Although the doodlebugs carried relatively few passengers, their operating costs were correspondingly lower so the PCpM (passenger cost per mile) was at least comparable with the full-sized locomotives.  While it may be a myth, the story is that one rail employee described the small, stumpy rail car as looking like a “potato bug” and (as English informal terms tend to do) this morphed into the more appealing doodlebug.

Some assembly required: a doodlebug tractor with hydraulic pump-driven crane, the agglomeration dating from circa 1934.

Although the mechanical specification of each tended to vary as things broke and were replaced with whatever fell conveniently to hand or could be purchased cheaply, when discovered, it included a 1925 Chevrolet gasoline engine, Ford Model T firewall and steering, Ford Model A three-speed manual transmission, Ford Model TT (truck) rear end and AM General HMMWV rear wheels and tires.  The "mix & match" approach was typical of the genre and it's doubtful many were for long exactly alike.

A doodlebug could also be a DIY (do it yourself) tractor.  During the Great Depression of the 1930s, smaller-scale farmers (then more prevalent than today) in the US no longer had the capital (or access to loan-capital) to purchase plant and equipment on the same scale as in more prosperous times but needed still to make their land productive, a essential tool being the tractor, one of modernity's many devices which greatly had increased the efficiency of agriculture.  New tractors being thus for many being unattainable, necessity compelled farmers to turn to what was available and that was the stock of old cars and pickup trucks, now suddenly cheaper because the Depression had lowered demand for them as well.  With saws and welding kits, imaginative and inventive farmers would crop & chop and slice & dice until they had a vehicle which would do much of what a tractor could and according to the legends of the time, some actually out-performed the real thing because their custom design was optimized for a specific, intended purpose.  What made the modifications possible in the engineering sense was that it was a time when cars and pick-ups in the US always used a separate chassis; the bodies could be removed and it was possible still to drive the things and it was on these basic platforms the “doodlebug” tractors were fashioned.  They were known also as “scrambolas”, “Friday night specials” and “hacksaw tractors” but it was “doodlebug” which really caught on and so popular was the practice that kits were soon advertised in mail-order catalogues (the Amazon of the day and a long tradition in the rural US).  Not until the post-war years when economic conditions improved and production of machinery for civilian use resumed at full-scale did the informal industry of the doodlebug end.

1946 Brogan Doodlebug (right) with 1942 Pontiac Torpedo (left).  In the US, some passenger car production continued in the first quarter of 1942. 

Although now what’s most remembered about the US cars of the post-war era are the huge and extravagantly macropterous creations, there were more than two dozen manufacturers in the 1940s & 1950s offering “micro-cars”, aimed at (1) female drivers, (2) inner-city delivery services and (3) urban drivers who wanted something convenient to manoeuvre and park.  The market however proved unresponsive and as the population shift to the suburbs accelerated, women wanted station wagons (in many ways the emblematic socio-economic symbol of suburban American of the 1950s) and the delivery companies needed larger capacity.  As the Volkswagen Beetle (Type 1, 1938-2003) and a few other niche players would prove during that decade’s “import boom”, Americans would buy smaller cars, just not micro-cars which even in Europe, where they were for a time successful, the segment didn’t survive to see the end of the 1960s (although various factors would see later revivals).  But there was the Brogan Doodlebug, made by the B&B Specialty Company of Rossmoyne, Ohio and produced between 1946-1950 although that fewer than three dozen were sold hints at the level of demand at a time when Detroit’s mass-production lines were every day churning out thousands of “standard sized” cars.

1946 Brogan Doodlebug.

Somewhat optimistically (though etymologically defensible) described as a “roadster”, the advertising for the Doodlebug exclusively featured women drivers and it certainly was in some ways ideal for urban use (except perhaps when raining, snowing, in cold weather or the sun was harsh).  It used a three wheeled chassis with the single wheel at the front, articulated so the vehicle could turn within its own length making parking easy, the thing barely 96 inches (2,440 mm) in length & 40 inches (1,020 mm) wide; weighing only some 442 lbs (200 kg), it was light enough for two strong men to pick it up and move it (a characteristic with both advantages and drawbacks).  Powered by either a single or twin-cylinder rear-mounted engine (both rated at a heady 10 HP (horsepower ), no gearbox was deemed necessary, thus no tiresome gear levers or clutch pedals intruded to confuse women drivers.   B&B claimed a fuel consumption up to 70 mpg (84 mpg in Imperial gallons) with a cruising speed of 45-50 mph (70-80 km/h).  All this for US$400 and remarkably, it seems it wasn’t until 1950 (after some 30 doodlebugs had been built over four years) the cost-accountants looked at the project and concluded B&B was losing about US$100 on each one sold.  A price-rise was ruled out so production ended and although B&B released the Broganette (an improved three-wheeler with the single wheel at the rear (a configuration offering much better stability); it was no more successful and the company turned to golf carts and scooters; that proved more lucrative.  B&B later earned a footnote in the history of motorsport as one of the pioneer go-kart manufacturers.

Annotated schematic of the V-1 (left) and a British Military Intelligence drawing (dated 16 June 1944, 3 days after the first V-1 attacks on London (right). 

First deployed in 1944 the German Vergeltungswaffen eins (“retaliatory weapon 1” or “reprisal weapon 1” and eventually known as the V-1) was the world’s first cruise missile.  One of the rare machines to use a pulse-jet, it emitted such a distinctive sound that those at whom it was aimed nicknamed it the “buzz-bomb” although it attracted other names including “flying bomb” and “doodlebug”.  In Germany, before Dr Joseph Goebbels (1897-1945; Nazi Minister of Public Enlightenment and Propaganda 1933-1945) decided it was the V-1 (understood as “vengeance weapon 1”), the official military code name was Fi 103 (The Fi stood for Fieseler, the original builder of the airframe and most famous for their classic Storch (Stork), short take-off & landing (STOL) aircraft) but there were also the code-names Maikäfer (maybug) & Kirschkern (cherry stone).  While the Allied defenses against the V-1 did improve over time, it was only the destruction of the launch sites and the occupation of territory within launch range that ceased the attacks.  Until then, the V-1 remained a highly effective terror weapon but, like the V-2 and so much of the German armaments effort, bureaucratic empire-building and political intrigue compromised the efficiency of the project.

V-1 falling on London, 13 June, 1944, the location identifiable by the roofline of the city’s courts of law.  Not until 29 March, 1945 did the UK suffer its last V-1 strike, that final doodlebug falling to ground in Datchworth, Hertfordshire.

Shot from a Fleet-Street roof-top air-raid warning observation post, the image captures a V-1 in profile during the final seconds of its descent.  Accurate enough only for the target to be “London”, this one fell on a side road off Drury Lane, the warhead’s explosion damaging several buildings including the offices of The Daily Herald newspaper.  Long associated with the British Labour Party (and the labor movement more generally) The Daily Herald was published between 1912-1964 (always as a daily except during World War I (1914-1918) when there was only a weekly edition) and for a time in the 1930s it was the newspaper with the world’s highest audited circulation, peaking at over two million with a readership several times that number.  Despite a number of changes in ownership and editorial focus, it was for all its existence very much an organ of the labour movement and broadly supportive (though not uncritical) of the Labour Party, something that didn’t change in 1964 when it was re-launched as The Sun.  The real change came in 1969 when the by then ailing title was bought by Rupert Murdoch (b 1931), after which it (and the tabloid market) was never quite the same.  The pre-internet state of the UK’s once vibrant newspaper business was summarised by an anonymous advertising copywriter whose thoughts appeared in the book Newspaper Money by economists Fred Hirsch (1931–1978) and David Gordon (b 1942):

The Times is read by the people who run the country.

The Guardian is read by the people who would like to run the country.

The Financial Times is read by the people who own the country.

The Daily Telegraph is read by the people who remember the country as it used to be.

The Daily Express is read by the people who think the country is still like that.

The Daily Mail is read by the wives of the men who run the country.

The Daily Mirror (which itself once tried to run the country) is read by the people who think they run the country.

The Morning Star is read by the people who would like another country to run the country.

The Sun-well, Murdoch has found a gap in the market - the oldest gap in the world.

Director

Director (pronounced dih-rek-ter or dahy-rek-ter)

(1) A person or thing that directs others or other things (Director of Engineering, Director of Sales etc).

(2) In corporate law, one of a group of persons chosen to control or govern the affairs of a company or corporation, usually as a member of a board of directors and sometimes also including executive functions.

(3) The person responsible for the interpretive aspects of a stage, film, or television production; the person who supervises the integration of all the elements, as acting, staging, lighting etc.

(4) In musical or other artistic productions (stage, art galleries, opera etc) one in charge of all artistic (and sometimes administrative) matters (in larger operations the roles sometimes specialized: sound director, script director etc).

(5) The manager or chief executive of certain schools, institutes, government bureaux etc.

(6) In military use, a mechanical or electronic device that continuously calculates firing data for use against an airplane or other moving target, configured usually graphically to display (in real-time) the targets of a weapons system.

(7) In chemistry, the common axis of symmetry of the molecules of a liquid crystal.

(8) In music, a synonym for conductor (US use, now less common).

(9) A counsellor, confessor, or spiritual guide (now less common).

1470-1480: The construct was direct(us) + -or.  A borrowing in the sense of “a guide” from the Anglo French directour & the French directeur the agent noun from the Latin dirigere (set straight, arrange; give a particular direction to) and its source, the Late Latin directorem, from the Latin dīrectus, the perfect passive participle of dīrigō (straighten, direct), the construct being dis- (asunder, in pieces, apart, in two) + regō (to direct, to guide, keep straight; make straight; rule), from the primitive Indo-European root reg (move in a straight line).  The -or suffix was from the Middle English -our, from the Old French -eor, from the Latin -ātor and reinforced by the Old French -or and its source, the Latin -tor & -tōrem.  It was used to create an agent noun, often from a verb, indicating a person or object (often machines or parts of them) that do the verb or part of speech with which they are formed.  In electrical engineering it has the specific use of being appended to the names of members of classes of components, especially those that have an extensive property name of the same root suffixed with -ance (eg to convey the sense that resistors possess resistance and inductors possess inductance).  The alternative spelling directour became rare in the late eighteenth century and is long obsolete.  Director, directorate & directorship are nouns, directing is a verb, directed is a verb & adjective, directorial is an adjective and directorially is an adverb; the noun plural is directors.  The feminine forms of the noun (directress & directrix) were always rare and are now thought extinct (and by some probably proscribed).

Lindsay Lohan with Spanish fashion designer Estrella Arch (b 1974), on the catwalk, Emanuel Ungaro's Spring-Summer show, Paris, October 2009.  Ms Lohan was employed as a creative director at the House, founded in 1965 by French fashion designer Emanuel Ungaro (1933–2019).

The noun director (corporate sense of “one of a number of persons having authority to manage the affairs of a company” was known as early as the 1630s; the theatrical sense of “the leader of a company of performers” dates from 1911 and it was from here the use was picked up by those in charge of the artistic or technical aspects of movie-making.  The noun directorship (condition or office of a director) has been in use since the 1720s, the adjective directorial known since 1770.  The noun directorate was used first in 1834 of “a body of directors” and may immediately have be used individually of the “office of a director” but this was certainly first documented in 1837.  Director is a word defined both by its history of use (film director, director of football etc) and law (company director) so although titles like supervisor, head, manager, leader, administrator, chief, boss etc certainly implies “one who directs”, they’re traditionally not used as direct synonyms because “director” is a “loaded word”.  It’s also modified as needed (art director, managing director, sub-director etc).

1967 Imperial Crown Coupe with "Mobile Director Package"; note the rearward facing front passenger seat.  

Although the brand had since the 1920s been used for some of Chrysler's more expensive lines, between 1955-1975, the corporation re-created Imperial as a separate, stand-alone division (albeit with some intra-corporate sharing of engines, transmissions and certain other components), the way Ford positioned Lincoln (GM's (General Motors) Cadillac then still with unique engines although much else was shared).  In the early years, the approach yielded some success (most notably with the dramatic 1957 models) but the separation didn’t survive the troubled decade of the 1970s (by which time the platform and body-shells were shared with the other divisions and much of the earlier distinctiveness had been surrendered); a couple of subsequent, half-heated, revivals proved abortive.

Bowing to economic reality, the Imperial in 1967-1968 had switched from the separate frame used since 1955 to the unitary construction of the full-sized ranges offered by other divisions but maintained a certain degree of difference by virtue of a unique body, albeit one with dimensions slightly reduced (not seen by all as a virtue at a time when things were again trending larger).  While styled with an elegance derived from its simplicity of line, the Imperial continued to not quite match the timeless modernity of the Lincoln or the indefinable but incomparable allure of the Cadillac and although sales did improve in 1967, volumes were only ever a fraction of its two competitors.  The basic engineering though was sound, the TorqueFlite 727 transmission as responsive and robust as any (although it didn’t quite slur as effortlessly between ratios as the Cadillac’s TH400 Turbo-Hydramatic 400) while the 440 cubic inch (7.2 litre) V8 was a notch better, something the others wouldn’t match until 1968.  Significantly, reviewers at the time often were prepared to acknowledge the Imperial was the more capable road car although, given it operated in a market where quietness and isolation from the environment were afforded more of a premium than handling prowess, among potential buyers, any perception of real-world advantage probably was marginal.

The more stylish if less roadable opposition: 1967 Cadillac Coupe DeVille (left) & 1967 Lincoln Continental Coupe (right).

In those years however, the Imperial did offer something truly unique.  The “Mobile Director Package” was available exclusively on the Imperial Crown Coupe and reflected (within the limits of what the available technology would then permit) what Chrysler thought a company director would most value in an automobile being used as a kind of “office on the move”, including (1) an extendable walnut-topped table (secured to the floor by a stainless-steel stanchion) able to be unfolded over the rear seats, (2) a Tensor high-intensity lamp with a gooseneck mount enabling the light to be directed anywhere in the cabin and, most intriguingly (3) a front passenger seat mounted on swivelling base enabling it to rotate 180°, the apparatus permitting someone comfortably to use the table and interact with those in the rear.  Conveniently, in a sign of the times, the car was supplied with four cigarette lighters and the lamp could be plugged into whichever was closest to need.  The package was available only for those two seasons and in its first years cost US$597.40 (some US$6,000 adjusted for 2026 values) but only 81 buyers ticked the option box and even reducing the price the next season to US$317.60 did little to stimulate demand; only 70 ordered as a dismal swansong.  Even if the threat of new safety regulations hadn’t been looming, it’s doubtful the Mobile Director Package would have appeared on the option list for 1969 when the new “fuselage” Imperials debuted.

Imperial's advertising always emphasised the "business" aspect of the package but the corporation also circulated a photograph of the table supporting a (presumably magnetic) chessboard and another with silver compote holding a shiny red apple and a bunch of grapes, dangling seductively.  The latter may have been to suggest the utility of the package when stopping for a picnic with one's secretary; at an advertising agency, once someone suggested using the motif of "forbidden fruit", nobody would have been able to resist.

The advertising copy at the time claimed the package was “designed for the busy executive who must continue his work while he travels”, serving also as “an informal conference lounge”.  The Imperial was a big car (previous generations had been larger still) though “lounge” was a bit of a stretch but “truth in advertising” laws were then not quite as onerous as they would become.  More accurate were the engineering details, the table able to “pivot to any of four different positions, supported by a sturdy chrome-plated pillar and in the forward position, it can convert into a padded armrest between the two front seats while extended, it opens out to twice its original size with a lever on the table swivel support to permit adjustments to the height”.  It was noted “a special tool is used for removing the table and storing it in the trunk” the unstated implication presumably that in deference to the secretary’s finger-nails, that would be a task for one’s chauffeur.  The US$597.40 the option listed at in 1967 needs to be compared with the others available and only the most elaborate of the two AC (air conditioning) systems was more expensive.

Imperial option list, 1967.

1967 Imperial Crown Coupe with Mobile Director Package.  Note seatbelt mounting point.

The publicity material associated with the Mobile Director Package did suggest the rearward-facing seat would likely be occupied by a director’s secretary and, as one might imagine, the configuration did preclude her (in 1967, secretaries almost always were women) using a seatbelt but she would always have been in arm’s reach of at least one cigarette lighter so there was that.  The (male) end of the front seatbelts sat on the sill panel, adjacent to the seat’s squab (back), a placement dictated by the need not to restrict access to the rear-compartment and that worked well for the standard coupe but, obviously, rendered the belt useless when the seat was rotated.  While Chrysler can be criticized for not providing rearward-facing secretaries with what’s now regarded as an essential safety feature, the rest of the US industry and legislatures (federal & state) were in 1967 little less cavalier.  While some state registration authorities had during the decade mandated the provision of seatbelts for front-seat passengers, no US jurisdiction then compelled their use.

The familiar modern three-point (lap & sash) seatbelt evolved in the late 1950s with much input from US designers but it was Swedish manufacturers that first made them universal (Scandinavia being often dark and icy, drivers sharing the roads with large elk).  The modern seatbelt design (conceptually unchanged to this day) is credited to Swedish mechanical engineer Nils Bohlin (1920–2002) who was employed by Volvo, the company making them a standard fitting in 1959, following the example of Saab that had added them the previous year.  During the 1960s, US states gradually imposed a requirement they be fitted until federal law mandated they be installed in all passenger vehicles produced after 1 January, 1968.  The laws requiring people actually to use the things proved more difficult to implement but other countries quickly made both fitment and use compulsory, initially only for those seated in the front but eventually this extended to all passengers.  Although examples existed early in the twentieth century (fitted often by those with experience in aviation) rudimentary seatbelts first appeared in US production cars during the 1950s but the manufacturers must have thought the public indifferent because their few gestures were tentative such as in 1956 when Ford had offered (as an extra-cost option) a bundle of safety features called the “Lifeguard Design” package that included:

(1) Padded dashboards (to reduce head injuries).

(2) Recessed steering wheel hub (to minimize chest injuries).

(3) Seat belts (front lap belts only)

(4) Stronger door latches (preventing doors flying open in a crash)

(5) Shatter-resistant rear-view mirror (reducing injuries caused by from broken glass).

In Western popular culture and advertising, there have been many friendly bears, including this one happily buckled-up with a “Ford seat belt. One third stronger than required for airliners.”

The standard features included (1) the Safety-Swivel Rear View Mirror, (2) the Deep-Center Steering Wheel with recessed post and bend-away spokes and (3) Double-Grip Door Latches with interlocking striker plate overlaps.  Optional at additional cost were (4) Seat Belts (single kit, front or rear, color-keyed, nylon-rayon with quick one-handed adjust/release aluminium buckle) (US$5).  There were also "bundles" (always popular in Detroit), “Safety Package A” consisting of a Padded Instrument Panel & Padded Sun Visors (US$18) while “Safety Package B” added to that Front-Seat Lap Seat Belts (US$27).  On the 1956 Thunderbird (with a significantly different interior design) the options were (1) the Lifeguard Padded Instrument Panel (US$22.65), (2) Lifeguard Padded Sun Visors (US$9) and (3) Lifeguard Seat Belts (US$14).

Years later, internal documents would be discovered revealing conflicts within the corporation, the marketing department opposed to any mention of "safety features" because that reminded potential customers of car crashes; they would prefer they focus on new colors, higher power outputs, sleek new lines and such.  So, with not much done to promote the “Lifeguard Design”, public demand was subdued and soon the option quietly was deleted.  At the time, apart from improving the quality of roads (resulting in higher average speeds with obvious implications) the government had done little about either safety or vehicle emissions but both the rising highway death toll and the worsening air quality in cities was attracting attention, meaning things would change, decades of legislation soon to unfold.  The first decisive step came as a provision in FMVSS 208 (Federal Motor Vehicle Safety Standard No. 208) requiring all passenger cars manufactured from 1 January, 1968 onward be equipped with seatbelts at the designated seating positions though this was a federal manufacturing requirement, not a law requiring motorists to buckle up, something not imposed until 1984 when New York made their use mandatory, other states following the lead.

FMVSS emerged from the US NHSB (National Highway Safety Bureau (that in 1970 became the NHTSA (National Highway Traffic Safety Administration) under the newly created DOT (Department of Transportation), established by an act of Congress on 15 October, 1966 and beginning operation on 1 April, 1967).  That alphabet soup of activity in a field previously little explored by government came in the wake of the publication of Ralph Nader’s (b 1934) book Unsafe at any Speed (1965) documenting the flaws in the design and construction of US automobiles and industry’s indifference to the consequences.  Regulation ever since has been a growing industry, something emblematic of a theme in Western political culture since the end of World War II (1939-1945): The erosion of personal freedom in exchange for perceived (or dictated) benefits (in the case of the FMVSS, safer cars; other agencies gave us cleaner air).  All of this is fought out in various fora (legislatures, the streets, social media, Fox News etc); sometimes the state giveth, sometimes the state taketh away.

The profound recent shift in this mechanism is not the process but the participants: As “big tech” became dominant, that collective gave much to consumers who benefited from what appeared substantially to be “free” while surrendering much that was once by philosophers and political scientists thought precious but which clearly is regarded by many as an abstraction, the loss of which is a price worth paying for TikTok, Instagram, generative AI (artificial intelligence) and such.  In that, big tech’s model is essentially the same as that of the CCP (Chinese Communist Party) and that seems to have worked well so we should imagine, as the twenty-first century unfolds, we’ll get “more of the same”.  In political theory, what the social contract theorists at big tech are doing is right because we all have clicked on the boxes agreeing to their 30-plus pages of terms and conditions and have certified we have read and understood every clause.  The political process handling this societal overlay is neither static nor lineal; structurally it follows much the same pattern as earlier contests between power and individuals: As governments react to pressure groups by seeking to curb the worst of the consequences, fixes, work-arounds and obfuscations will interact with a flow of money into the coffers of governments, parties (and, now and again, pockets) in a way that will permit most of what big tech plans to do while giving the appearance things are being done to stop them doing at least some of what many people think they should stop doing.  To anyone who remembers the maneuvers and compromises that for more than a decade would flow around the best-laid plans of the NHTSA, it will all be familiar.

1968 Imperial Crown Coupe with Mobile Director Package.  The seatbelt (lap only) was now attached directly to the frame.

Imperial’s designers were compelled by the law to be more imaginative than most.  For the swivelling front seat in the 1968 cars, the seatbelt mounting points were integrated directly into the steel frame of the seat base itself, rather than the vehicle's floor pan.  To achieve the necessary strength, (using techniques borrowed from the seats in airliners), the engineers had both inboard and outboard lap-belt ends bolt directly to reinforced anchor points on the lower structural framing of the seat.  This made seat, mechanism and belts wholly self-contained (a la a military aircraft’s ejector-seat!) and permitted the 180^o swivel effect, belts rotating seamlessly with passenger.  Chrysler did however obtain from the authorities a partial-exemption.  While FMVSS 208 required front-seat shoulder belts, that would have been difficult to implement for the swivelling seat (not impossible because ejector-seats have frame-mounted shoulder-belts) so the restraint system was limited to the two-point lap-belt (admittedly an improvement over what she'd been provided in 1967: nothing).  Secretaries on the move presumably were grateful but the safety feature didn’t see sales improve, despite the slashing of the price.

1966 Chrysler 300X show car.

In 1966, the “swivelling seat thing” must have been exerting a powerful influence in Chrysler’s design offices because also shown that year was the 300X, based on a 300 Convertible (and despite the appended letter, a vehicle not in the tradition of the just-retired “letter series” 300s (1955-1965), the “X” believed a reference to eXperimental) and although mechanically unchanged, the cockpit was packed with “futuristic” ideas, some of which did eventually enter mainstream use (although the swivelling front seat remained one of history’s unwanted orphans).  Rather than a conventional steering wheel, the driver used handgrips and the “steering unit” included button controls for lights, wipers, turn signals, and door locks, enabling use of all functions with a finger or thumb, all the while keeping a both hands on the mechanism.  Door handles were replaced by a keypunch card used also for the ignition while a truck-lid mounted TV camera and monitor on the dashboard replaced the rear-view mirrors.  Rear-seat passengers (and the front-occupant when “swivelled”) were able to enjoy watching a small television, mounted on a bracket allowing it to be stowed away when not in use. Construction of the 300X was out-sourced to the prolific customizer and fabricator Roger Winfield (1927–2025) whose creations became well-known from their appearances in film and television including Blade Runner (1982) and Get Smart (1965-1970).  The 1965 Sunbeam “Tiger” be built for Get Smart was actually a visually almost identical Sunbeam Alpine, chosen because its compactfour-cylinder engine left sufficient under-hood space for the “special accessories” (including a retractable machine-gun) whereas the Tiger’s Ford V8 filled the space to the brim.  To solve the “aural deficit”, the distinctive burble of a Tiger’s V8 was added during the editing process.

1969 Ford Aurora II Concept Car.

The most obvious thing that might puzzle those first seeing the Mobile Director Package is why it was available only in a two-door model when four-door coachwork would seem to make the configuration more obviously functional.  Had Imperial in 1967 sold several thousand of the things it’s at least possible Chrysler would for 1968 (or even mid-way through 1967) had extended availability but that would have been a more demanding process than it may appear, the existing swivelling mechanism unable to be used.  The difficulty was the four-door models (both sedan and hardtop) had respectively a full or partial B-pillar, the latter ending at the belt-line where the greenhouse begins, the structure required to provide a secure anchor point for the rear door's hinges.  The coupes used doors longer than front units on the four-door models, meaning the B-pillar sat further forward than the trailing-edge of the coupe’s door; there was thus a sufficient aperture for the seat to rotate when the coupe’s door was open but the gap would have been too narrow on the four-door cars.  So to offer the package in the four-door body it would have been a matter either of re-designing the doors or the swivelling seat and while the former would have been an expensive exercise (prohibitively so if the only justification was to accommodate a low-volume option), the seat and its base could have been re-engineered but after finding only 81 buyers in 1967 and 70 the next season, investment would have been hard to justify.

1960 Facel Vega Excellence EX1 (left) and 1959 Lancia Appia Series III (right).  Facel Vega produced France's finest cars of the post-war era but while undeniably glamourous, the flaws in the design of the Excellence's door-latches were never resolved and by the time the factory was shuttered in 1964, total Excellence production stood at 148 EX1s (Series One; 1958-1961) & 8 EX2s (Series Two; 1961-1964).  Lancia perfected pillar-free body engineering, using doors with sturdy window frames, permitting latch points at both sill and roof, the configuration offered on a number of sedans including the Ardea (1939-1953), Aurelia (1950-1958) & Appia (1953-1963).  The locking mechanism was intricate but the engineering was simple and proved reliable.  It's sad the company's later attachment to FWD (front wheel drive) ultimately doomed Lancia because in every other aspect of engineering, few others were as adept at producing such fine small-displacement vehicles.

1969 Ford Aurora II Concept Car.

Ford's 1969 Aurora II Concept Car gave an indication of quite what what would have been required to make the Mobile Director Package conveniently functional on the platform of what was then the standard "full-size" four-door US automobile.  The "wrap-around" rear seat was an idea borrowed from the Ford Thunderbird, contemporary reviewers praising the visual impact but noting that as something for humans to sit on it was less comfortable than a conventional design; in the Aurora it probably worked better and certainly lent the cabin the desired "lounge-room" vibe.  The problem of providing (1) space for the seat to swivel and (2) allowing elegant ingress & egress was of course afforded by the the four doors (in "suicide" configuration) and elimination of the B-pillar.  That combination provided unprecedented ease of accessibility but its doubtful it could successfully have been implemented in series-production.  The French concern had earlier tried the approach with their Excellence model but, despite retaining a vestigial hump where a B-pillar would have attached to the sill, the company never solved the problem of the door-locking apparatus "springing open" while the car was in motion, usually when the mechanism was subject to lateral forces such as when cornering.  Because these forces could be exerted at high-speed, having doors suddenly "flying open" was an obvious safety concern.  Lancia in the 1950s solved the problem of doing without a fixed central pillar buy using doors with conventional, full-height frames, thereby enabling locking mechanisms to be fitted top & bottom.  Curiously, the Aurora was based on the LTD Country Squire that came only with fully-framed doors so Lancia's approach could have been adopted but there's no indication Ford ever contemplated series-production, the "concept car" created just to generate interest on the show circuit.

1967 Imperial Crown Convertible (with subsequently added Mobile Director package).

Imperial over two seasons might have managed to sell only 151 of the Mobile Director packages but one owner of a 1967 Crown Convertible was so smitten they cannibalized a coupe to create a unique (if wholly fake) "convertible Mobile Director".  Exactly emulating what the factory did would not have been as simple as it may appear because the floor under the passengers swivelling seat needed to be strengthened with additional bracing and a "baffle" was welded to the transmission tunnel where the table's stainless-steel stanchion was attached (off-set to the driver's side to avoid the drive-shaft).  Although apparently as significantly pointless as the original, it's a novelty that would attract interest at events like "cars & coffee" and may even be more functional in that it would seem an ideal place comfortably to sit and enjoy one's picnic while watching something like polo (on the model of the way the Country Life set re-purpose the tailgates on their Range Rovers).  That said, had the factory in 1967-1968 made the package available on the convertible, almost certainly it would have been just as unsuccessful as the coupe. 

Stewart-Warner's desk-based DataFax (circa 1958).  The process of miniaturization in electronics was by 1966 still embryonic but enough shrinkage had been attained to make a fax fit in Imperial's show car.  Unlike fax machines, the pencil skirt never goes out of style.

The specification of Chrysler's package as it appeared in showrooms for the 1967 season was actually modest compared with the “Mobile Executive” car the corporation sent around the show circuit a year earlier; that Imperial had been fitted with a telephone, Dictaphone, writing table, fax machine, reading lamp and stereophonic sound system; a typewriter and portable television also used in many displays although neither were "fitted".  Also a Crown Coupe, the 1966 show car was much more ambitious, anticipating advances in mobile communications that would emerge over the next quarter-century.  At the time, car phones were available (the first service in the US offered in certain cities in 1946) but they were expensive and the nature of the bandwidth, combined with a lack of data compression, meant the range was limited as was capacity, only several dozen calls able simultaneously to be sustained.  In the 1966 car, there had even been the novelty of a Stewart-Warner Datafax, able to send or receive a US Letter-sized (slightly smaller than A4) page of text in six minutes.  That sounds unimpressive in the 2020s (or compared even with the 14.4 kbit/s for Group 3 FaxStream services of the 1990s) but the appropriate comparison is with the contemporary alternatives (driving, walking, a courier, or using the US Mail) and six minutes would have been a considerable advance.  While more expensive than a stamp and envelope, for the target market the costs would anyway have been a legitimate business expense and thus "a deductible".  As it was, the tempting equipment awaited improvements in infrastructure such as the analogue networks of the 1980s and later cellular roll-outs, these technologies contributing to an extent of use delivering economies of scale that eventually would make possible the smartphone.

The 1966 car that toured the show circuit demonstrated the concept which, in simplified form, would the next year appear on the option list but things like telephones and fax machines anticipated the future by many years (although fax machines in cars (Audi and Toyota among the handful to offer them) never became a thing).  The Dictaphone did however make the list as one of Chrysler's RPOs (regular production options) in the early 1970s and the take-up rate was surprisingly high although the fad quickly passed, dealers reporting the customers saying the hardware worked well but they "never used them".  In the collector community, a surviving Dictaphone in something like a Plymouth 'Cuda is a minor attraction; while not increasing value as would something like and original Hemi V8, it is a legitimate "period piece".

Glovebox-mounted fax machine in 1995 Toyota Celsior (the JDM (Japanese Domestic Market) Lexus LS).

The problem with the scaled-down Datafax was even had it been possible to produce the things at a manageable cost, in 1966 the solid-state electronics that would have made the thing reliable when subject to constant vibration and jolts were still years away (Chrysler’s Bendix “Electrojector” fuel injection in 1958 had fewer moving parts and that didn’t end well).  However, even if reliability could have been "engineered in", there is no guarantee demand would have existed whatever the price-point.  In the 1990s, despite it being installed with Toyota’s typical neatness and attention to detail, there were few buyers for the "fax machine in the glovebox" and if the notion was going to catch on anywhere, it would have been in that nation of early adopters.  While there were many features in the 1966 300X truly that were "ahead of their time", the Mobile Direct Package was a genuine cul-de-sac, at least as implemented in a conventionally sized car (and certainly a two-door coupe).  In 1966, rearward-facing seats had for some years been seen in the "vis-à-vis" arrangement used in some LWB (long wheelbase) limousines and as child-seats in the rear-most compartments of station wagons but those seats had been either fixed or folding and although the Ford Aurora II presumably dazzled a few impressionable souls, the industry showed little inclination to follow Chrysler's swivelling lead.

2021 "Maybach-Look" Mercedes-Benz Metris.  The passenger compartment is a similar configuration as the 1966-1967 Imperials (two forward facing seats, two rearward ("fold-away" rather than swivelling)) and there were folding tables as well as features unimaginable in the 1960s (seat massage, starlight-pattern headliner, flatscreen TV, internet connectivity, touchscreen infotainment system and a Burmester sound system with subwoofers).  Unfortunately, a fax machine wasn't part of the build but by 2021, they were close to extinct even in bricks & mortar offices.   

Flawed though Chrysler's implementation in 1966-1967 may have been, in the twenty-first century, production-line economics made it possible to realise the concept's implications, "big-box" vans able to be outfitted as genuinely functional mobile offices from which communication can be maintained with just about any part of the planet.  Of course, based on the same body used by plumbers, Amazon delivery drivers and such, the Metris doesn't have quite the gravitas of the Mercedes-Benz 600 Grossers of old (it's debatable whether the faux "Maybach-Look" stuff makes things better or worse) but there's more interior space and room for a big-screen TV so it's all a matter of what one wants from life.  Noting that, some operations have fitted-out interiors as offices or luxury transports which eschewing the exterior bling, some (often wisely) preferring to travel as inconspicuously as possible.