Corvette

Corvette (pronounced kawr-vet)

(1) In historic admiralty use, a flush-decked warship of the seventeenth & eighteenth centuries having a single tier of guns and one size down from a frigate; in the US Navy called a sloop of war (usually truncated to sloop).

(2) In current Admiralty use, a lightly armed and armored blue-water warship, one size down from a frigate and capable of transoceanic duty.

(3) A glass-fibre sports car produced in the US since 1953 by General Motors’ (GM) Chevrolet division.

1630–1640: From the French, from the Middle French corvette (a small, fast frigate), from either the Middle Dutch korver & corver (pursuit boat), the construct being corf (fishing boat; literally “basket”) + -ette or the Middle Low German korf (small boat; literally “basket”).  The source of both was the Latin corbis (basket) and, despite there existing also in Latin the corbita (navis) (slow-sailing ship of burden, grain ship), again from corbis, the relationship between this word and the later European forms is disputed.  The suffix –ette is from the Middle English -ette, a borrowing from the Old French -ette, from the Latin -itta, the feminine form of -ittus.  It was used to form nouns meaning a smaller form of something.  The Italian corvette & the Spanish corbeta are French loan-words, the German equivalent being korvette.  The obsolete alternative spelling was corvet.

Naval Battle between the French corvette La Bayonnaise and the British frigate HMS L'Embuscade, 14 December 1798, by Jean Francois Hue (1751-1823).

Historically, the term corvette, as applied to warships by various navies, can be misleading, the vessels varying greatly in size, displacement, armament and suitability for use on the high seas.  As a general principle, a corvette was understood to be a warship larger than a sloop, smaller than a frigate and with fewer and sometimes smaller-bore guns than the latter, always arrayed on a single deck.  Envisaged originally as a blue-water ship, they were allocated mostly to costal duties or the range of activities smaller vessels fulfilled in fleet support.  In the manner of military mission creep, overlap emerged and in some navies there were occasions when newer corvettes were at least a large an well-gunned as some frigates although the Royal Navy tended to maintain the distinctions, finding the smaller ships a useful addition in the seventeenth century, their fast build rate affording the Admiralty the means quickly to augment the firepower of a fleet.  To the British however, they remained sloops and it wasn’t until the 1830s the first vessels designated corvettes left UK shipyards.  It seems to have been the French Navy which first described the “big sloops” as corvettes but, whether by strategic design or in an attempt to confound the espionage activities of opponents, by the late eighteenth century, French naval architects were producing corvettes the British would have defined as frigates.

HMCS Bowmanville (K 493), Royal Canadian Navy Corvette of WWII.

Because of the nature of sea battles prior to the Second World War, ships the size of the corvette tended to be neglected, the interest in smaller warships be centred on the ever smaller torpedo boats and the two work-horses of the fleets, the frigate and the destroyer, both of which were better suited to support cruisers patrolling the trade routes of the empire and the battleships of the high-seas fleets.  What saw a revival of interest was the war-time need to protect the trans-Atlantic and Arctic Sea convoys.  While the small corvettes, marginal in blue-water conditions, weren’t ideal for the role, they could be produced quickly and cheaply and, as a war-time necessity, were pressed into service as a stop-gap until more destroyers became available.  An additional factor was their small size which meant they could be built in many of the small, civilian shipyards which would have lacked the capacity to construct a frigate, let alone a destroyer.  Since the war, the corvette as a designation has essentially become extinct but there have long been frigates and fast patrol boats in service with many navies which correspond in size with the traditional Second World War corvette.

The early Chevrolet Corvettes, C1, C2 & C3 

1953 Corvette.

By 1952 the success in the US of MG and Jaguar had made it clear to Chevrolet that demand existed for sports cars and the market spread across a wide price band so with the then novel fibreglass offering the possibility of producing relatively low volumes of cars with complex curves without the need for expensive tooling or a workforce of craftsmen to shape them, a prototype was prepared for display at General Motors’ 1953 Motorama show.  Despite the perception among some it was the positive response of the Motorama audience which convinced GM’s management to approve production, the project had already be signed-off but the enthusiastic reaction certainly encouraged Chevrolet to bring the Corvette to market as soon as possible.  The name Corvette was chosen in the hope of establishing a connection with the light, nimble naval vessels.

1953 Corvette.

The haste brought its own, unique challenges.  In 1953, Chevrolet had no experience of large-scale production of fibreglass bodied cars but neither did anybody else, GM really was being innovative.  The decision was thus taken to build a batch of three-hundred identical copies, the rationale being the workers would be able to perfect the assembly techniques involved in bolting and gluing together the forty-six fibreglass pieces produced by an outside contractor.  Thus, essentially by a process of trial and error were assembled three hundred white Corvettes with red interiors, a modest beginning but the sales performance was less impressive still, fewer than two-hundred finding buyers, mainly because the rate of production was erratic and with so few cars available for the whole country, dealers weren’t encouraged to take orders; uncertainty surrounded the programme for the whole year.  Seldom has GM made so little attempt actually to sell a car, preferring to use the available stock for travelling display purposes, tantalizing those who wanted one so they would be ready to spend when mass-production started.

1954 Corvette.

The first Corvettes had been produced on a small assembly line in Flint, Michigan to allow processes closely to be observed and optimized and by late 1953, Chevrolet was ready for high-volume runs, moving production to a plant in Saint Louis, Missouri with the capacity to make ten-thousand a year.  In anticipation of the Corvette being a regular-production model, three additional colors (black, red, and blue) were offered and the black soft-top was replaced by one finished in tan.  However, despite the enhancements, demand proved sluggish and fewer than four-thousand were sold in 1954 and there were reasons.  In 1961, Jaguar would stun the world with its new sports car, powered by a triple-carburetor 3.8 litre straight-six but in 1953, although Chevrolet’s Corvette boasted the same specification and a much admired body, it wasn’t quite the sensation the E-type would be at Geneva.  The 1954 Corvette had gained a revised camshaft which increased power by five horse-power, the output respectable by the standards of the time but the only transmission available was the Powerglide, a two speed automatic which for robustness and reliability matched the Blue Flame six-cylinder engine (an updated version of the pre-war "Stovebolt") to which it was attached but neither exhibited the dynamic qualities which had come to be expected from a sports car although owners would have to get used to it: the Powerglide would be the only automatic transmission offered in a Corvette until 1968.  In truth, the Corvette was betwixt & between; not quite a sports car yet lacking the creature comforts to appeal to those wanting a relaxed GT (grand-tourer).

1955 Corvette V8.

Chevrolet solved the problem of the Corvette’s performance deficit in 1955 by slotting in the new 265 cubic inch (4.3-litre) V-8 which would later come to be called the small-block and become a corporate stable, appearing in various forms in just about every Chevrolet and some models in other divisions in the decades which would follow.  Rated now at a 195 horse-power which felt more convincing than the previous year’s 155, it was offered also with a three-speed manual transmission and could now run with the Jaguars, Mercedes-Benz and Ferraris on both road and track.  The Corvette had become a sports car.

1956 Corvette.

The V8 option had been introduced late in 1955 but the response of buyers had convinced Chevrolet where the future lay; once available, only seven had chosen the old Blue Flame six so for 1956 the Corvette became exclusively V8-powered, a specification by 2024 still not deviated from.  To emphasize the new direction, the Powerglide became optional and revisions to the engine meant power was now 210 horsepower (hp) although for those who wanted more, a dual four-barrel carburetor setup could be specified which raised that to 225.  Still made from fibreglass, the revised styling hinted at some influence from the Mercedes-Benz 300SL Gullwing but had practical improvements as well, external door handles appearing and conventional side windows replaced the fiddly removable curtains, a civilizing addition some British roadsters wouldn’t acquire until well into the next decade.  There was also the indication Chevrolet did envisage a dual role for the car for in addition to the Powerglide remaining available, buyers could now specify a power-operated soft top: whether it was sports car or GT was now up to the customer.

1957 Corvette (fuel injected).

In 1957, things started to get really serious, a four-speed manual transmission was added, the V8 was bored out to 283 cubic inches (4.6 liters) which increased power and, in an exotic touch which matched the Mercedes-Benz 300 SL, Rochester mechanical fuel-injection was an (expensive) option, allowing the Corvette to boast an engine with one hp per cubic inch, something in the past achieved only by the big dual-quad Chrysler Hemis which were offered only in heavyweight machines which, although fast, were no sports cars, heavy cruisers rather than corvettes.

1958 Corvette.

A noted change for 1958 was the tachometer moving from the centre of the dashboard to a place directly in from to the driver, probably a wise move given the propensity of the fuel-injected engine to high-speeds and output continued to rise, by 1960 315 hp would be generated by the top option.  One big styling trend in 1957 had been the quad headlamps allowed after lighting regulations were relaxed and these were added, unhappily according to some, to the Corvette for 1958.  However, even many of those of those who admired the four-eyed look thought the lashings of chrome a bit much.  Chrome was quite a thing in Detroit by 1958 and DeSotos, Lincolns, Buicks and such were displaying their shiny splendour but it probably didn’t suit the Corvette quite so well which was unfortunate given it was adorned with much, even the headlight bezels getting a coating.  A change of management at the top of Chevrolet's styling department ensured 1958 was peak-chrome for the sports car; cars from other divisions would for some time continue to drip the stuff but the Corvette would be notably more restrained.

1962 Corvette.

Although the changes since 1963 had been many, the Corvette was still in its first generation but the 1962 model would be the end of the line.  The front end had earlier been revised from its chromed origin and in 1961 a redesigned rear was added which saw the debut of the quad-taillight design which would for decades remain a distinctive feature.  1962 saw the introduction of a 327 cubic-inch (5.3 litre) V8, the fuel-injected version now up to 360 hp and one aborted project was the Grand Sport (GS) Corvette, a competition oriented model.  It had been intended to build a hundred and twenty-five in order to homologate it in certain racing categories but GM, still (unlike its competitors) taking seriously the need to make it appear it was maintaining the industry's agreed ban on participation in motorsport, cancelled the programme after five had been built; all survived and are now expensive collectibles.

1963 Corvette.

For 1963, unusually, the big news wasn’t what was under the hood (bonnet).  The 327 V8 was carried over from 1962 but, other than the drive-train, it was a new car (later referred to as the C2, the 1953-1952 models now retrospectively dubbed the C1), offered for the first time as a coupé as well as the traditional convertible and with a revised frame which included independent rear suspension, a rarity at the time on US-built vehicles.  One quirk of the 1963 coupés was the split-window design of the rear glass.  A source of debate within Chevrolet, the anti-split faction eventually won and a single piece of glass was substituted in 1964 which of course rendered the 1963 cars instantly dated.  As a result, a small-scale industry sprung up offering owners the chance to update their look to that of the 1964's single piece of glass and many cars were converted.  That changed decades later when the unique feature of the 1963 car made it a much prized collectable and another small-scale industry briefly flourished converting them back and, whether true or urban myth, it’s said as many as 4% of the split-window coupés which now exist may be later models with a bit of judicious back-dating.  Chevrolet officially had no involvement in racing but understood the Corvette’s appeal to those who did and in 1963 offered Regular Production Option (RPO) Z06 which included an improved brake and suspension package.  Available only in conjunction with the 360 hp engine and a four-speed manual transmission, around two-hundred were built, most of them coupés.

1965 Corvette 396.

In what was an overdue upgrade, Chevrolet made four-wheel disc brakes standard for the 1965 model year although the drums remained available for anyone who wished to save a few dollars.  Those who opted to eschew the dramatic improvement in braking offered were probably specialists; because of internal friction the discs did impose a (very slight) performance and economy reduction which was why drums were long preferred on the NASCAR ovals where brakes are rarely applied; few Corvette buyers chose to save the US$64.50 and the discs were definitely a good idea if the newest engine was chosen.  Mid-year, the big-block 396 cubic-inch (6.5 litre) V-8 became available and it was rated at 425 hp, a figure few doubted after seeing the performance figures.  On paper, the 396 seemed a convincing bargain because, at under US$300, it offered another 50 hp over the fuel-injected 327 which cost over US$500.  There were charms only the fuel-injected unit could provide but the sales numbers were clear about what buyers preferred, the 396 out-selling it by three to one and before the year was out, the Rochester option was retired and it wouldn’t be until 1982, in the age of the micro-chip, that Chevrolet would again offer a fuel-injected Corvette.  Buyers clearly were convinced by the big-block idea but the sections of the motoring press were ambivalent, Car & Driver's (C&D) review suggesting that while "...there are many sports cars which really need more power, the Corvette isn’t one of them."  Unlike the chauvinistic English motoring press which tended to be a bit one-eyed about things like Jaguars and Aston-Martins, there were many in the US motoring media who really didn’t approve of American cars and wished they were more like Lancias.  People should be careful what they wish for.

Same L72 engine, different stickers: An early one (left) with a 450 HP sticker and a later build (right) with a 425 HP label.  

Most fetishized by the Corvette collector community are (1) rare models, (2) rare options singularly or in combinations and (3) production line quirks, especially if accompanied by documents confirming it was done by the factory.  There were a few of all of these during the Corvette’s first two decades and some of them attract a premium which is why the things can sell for over US$3 million at auction.  Other quirks bring less but are still prized, including the handful of 1966 cars rated at 450 hp.  The L72 version of the 427 cubic inch engine was initially listed as developing 450hp @ 5800 rpm, something GM presumably felt compelled to do because the 396 had been sold with a 425 hp rating and the first few cars built included an air-cleaner sticker reflecting the higher output.  However, the L72 was quickly (apparently for all built after October 1965) re-rated at 425 hp @ 5600 rpm although the only physical change was to the sticker, the engines otherwise identical.  Chrysler used the same trick when advertising the 426 Street Hemi at 425 hp despite much more power being developed at higher engine speeds and that reflected a trend which began in the mid-1960s to under-rate the advertised output of the most powerful engines, a response to the concerns already being expressed by safety campaigners, insurance companies and some politicians.  Later Corvettes would be rated at 435 hp and it wasn’t until the 1970 model year that Chevrolet would list a 450 hp option (the 454 cubic inch (7.4 litre) LS6) but that was exclusive to the intermediate Chevelle and it remains the highest advertised rating of the muscle car era.  GM did plan that year to release a LS7 Corvette rated at 465 hp, building at least one prototype and even printing the brochures but the universe had shifted and the project was stillborn.  So, all else being equal, an early-build 1966 Corvette with a 450 HP sticker on the air-cleaner should attract a premium but Chevrolet kept no records of which cars got them and with the stickers available for under US$20, it's obvious some have been "backdated", thus the minimal after-market effect.  Nor is there any guarantee some later-build vehicles didn't receive the stickers at the factory so even the nominal October 1965 "cut-off" isn't regarded as iron-clad, many assembly lines at the time known to use up superseded parts just to clear the inventory.  Not easily replicated however was another rarity from 1966.  That year, only 66 buyers chose RPO N03, a 36 (US) gallon (136 litre) fuel tank.  Depending on the the engine/transmission combination and the final-drive ratio chosen, a Corvette's fuel economy was rated usually between "bad" and "worse" so the "big tank option" did usefully increase the range but it was really aimed at those using their cars in endurance racing.   

1967 Corvette L88.

Maybe even Chevrolet had moments of doubt after reading their copy of C&D and thought the 396 Corvette might have been a bit much because after providing cars for the press to test, they issued a statement saying the 396 wouldn’t be available in the Corvette after all but would be offered in the intermediate Chevelle as well as the full-sized cars.  The moment however quickly passed, the 396 Corvette remaining on the books and by 1966 Chevrolet certainly agreed there was no substitute for cubic inches, the 396 replaced by a 427 cubic-inch (7.0 litre) iteration of the big-block.  For 1966 it was still rated at 425 hp but in 1967, a triple carburetor option sat atop the top engine, gaining an additional ten hp.  There was however another, barely advertised and rarely discussed because of its unsuitability for street use and this was the L88, conservatively rated at 430 hp but actually developing between 540-560.  Essentially a road-going version of the 427 used in the (unlimited displacement FIA Group 7 sports-car) Can-Am race series, just twenty were sold in 1967, the survivors among the most sought-after Corvettes, one selling at auction in 2014 for US$3.85 million.

Joe Biden (b 1942; US president since 2021) in his 1967 Corvette.

Given he was already 62 when Mean Girls was released in 2004, most assumed it must have been an intern who provided the intelligence (1) that October 3 is "Mean Girls Day" and (2) "Get in loser, we're going shopping" is a line waiting to be modified and re-purposed.  Thus the tweet in 2022 although there was some subterfuge involved, the photograph actually from a session at his Wilmington, Delaware estate on July 16 2020.  The excuse for not taking a new snap probably was legitimate, the Secret Service most reluctant to let him behind the wheel.  The presidency is often called the most powerful office in the world but he's still not allowed to drive his own Corvette and George HW Bush (George XLI, 1924-2018; US president 1989-1993) encountered push-back when he refused to eat broccoli, apparently still scarred by the experience when young of having the green stuff forced on him by his mother.  He was far from the only head of state to have had unresolved issues with his mother.

President Biden's Corvette Sting Ray (it was two words in the C2 era) was ordered with the base version of the 327 rated at 300 hp, coupled to a four-speed manual gearbox.  For what most people did most of the time the combination of the base engine and the four-speed was ideal for street use although there were some who claimed the standard three-speed transmission was even more suited to the urban environment, the torque-spread of even the mildest of the V8s such that the driving experience didn't suffer and fewer gearchanges were required.  Those wanting the automatic option were restricted still to the old two-speed Powerguide, the newer Turbo-Hydramatic with an extra ratio simply too bulky to fit (many have subsequently modified and updated their early cars with a Turbo-Hydramatic but they didn't have to organize the production line upon which thousands would be built).  The 1967 cars were actually an accident of history, the C3 slated for release as 1967 models delayed (the issues said to be with with aerodynamics which in the those days meant spending time in the wind tunnel and on the test track, computer modelling of such things decades away) by one season.  Sales were thus down from 1966 as the new, swoopy body was much anticipated but the 1967 cars are now among the most coveted.     

1969 Corvette L88.

The C2 Corvette had a short life of only five years and it would have been shorter still had not there been delays in the development of the C3 which went on sale in late 1967.  Dramatically styled, the C3 eventually debuted for the 1968 model year, the lines reminiscent of the Mako Shark II  (1965) concept car and the coupé included the novelty of removable roof panels.  Underneath the swoopy body, the C3 was essentially the same as the C2 except the old two-speed Powerglide was retired, the automatic option now whichever of the three-speed Turbo-Hydramatics suited the chosen engine.  The C3 also saw one of the early appearances of fibre-optic cables, used to provide an internal display so drivers could check the functionally of external lights and for 1969, the 327 was stroked to 350 cubic inches (5.7 litres), one of the surprisingly large number of changes which can make the 1968 Corvette something of a challenge for restorers, there being so many parts unique to that model-year.  Still available in 1968-1969 was the L88 and in the two seasons it was offered in the C3, eighty were sold.

1969 Corvette ZL1 Roadster.

However, there was one even more expensive option, the RPO ZL1, sometimes described as “an all aluminium L88” but actually with a number of differences some necessitated by the different metal while others were examples of normal product development.  Again the fruit of Chevrolet’s support for the Can-Am teams, the ZL1 was no more suited to street use than the L88 and at US$4,718.35 was three times as expensive.  In 1969, a basic Corvette listed at US$4,781 and if the ZL1 option box was ticked the price essentially doubled although beyond that temptations were few, like the L88, air conditioning, power steering, power brakes and even a radio not available.  It was thus unsurprising demand was muted and it's now accepted that of the seven built, only two were sold, the other five being for engineering and promotional purposes, these “factory mules” scrapped or re-purposed after their usefulness was over.  The yellow coupé last changed hands in October 1991 when it was sold in a government auction for US$300,000 (then a lot of money) after being seized by the DEA (Drug Enforcement Agency) and in January 2023, at auction, the orange roadster realized US$3.14 million.  The yellow one sits now in the museum attached to Roger Judski's Corvette Centre in that hive of DEA activity: Florida.

1969 Corvette ZL1 Coupé.

So the orthodox wisdom is there are two “real” ZL1s and an unknown number of faux versions (described variously as clones, replicas, tributes etc, none of these terms having an agreed definition and thus not useful as indications of the degree to which they emulate a factory original).  However, the “ultra” faction in the Corvette community maintains the yellow coupé is a genuine one-off and claim the orange roadster left the factory with an L88 engine and in that form it was raced, as well as when fitted with a ZL1.  The faction further notes the orange machine is an early-build vehicle reported to have closed chamber heads whereas the RPO ZL1s used open chambers.  The “moderate” faction continues to regard the count as two although nobody seems now to support the rumors which circulated for a few years indicating a third and even a fourth, the supposed “black roadster” later confirmed to be faux.  Given all that, the fact the orange car sold for over US$3 million in 2023 does suggest that were the yellow one to go on the block, a new record price would be likely.  Roger Judski (B 1947), owner of the yellow ZL1, has been trading Corvettes since 1965 and is as authoritative an expert on the breed as anyone and he belongs to the moderate faction which supports the orthodox count of two factory ZL1s.

1971 Corvette with RPO ZR2 LS6 454.  This is one of two convertibles, the other 10 1971 ZR2s being coupés.

The 1969 ZL1 and L88 however would prove to be peak C3 Corvette.  Times were changing and in 1970 it was the Chevelle which was offered with Chevrolet’s top big-block street engine, the now 454 cubic-inch (7.4 litre) LS6 rated at 450 hp, the industry’s highest (official) rating of the era; plans for a 465 hp LS7 Corvette were cancelled as insurance costs and the regulatory environment began to tighten around the high-powered monsters although serious horsepower remained available: while the LS5 454 was rated at 390 horsepower, the performance it delivered suggested it was perhaps a little healthier.  The Corvette highlight of the 1970s however came in 1971 with the availability of the RPO ZR2 for the LS6 engine, described in dealer sheets as the “RPO ZR2 Special Purpose LS6 Engine Package” and it can be regarded as a successor the L88, supplied with the Muncie M22 close-ratio (Rock-Crusher) four-speed manual transmission, transistorized ignition, a heavy-duty aluminum radiator (with shroud delete, a hint it really didn’t belong on the street), heavy-duty power disc brakes, F41 Special Suspension with specific springs, shocks and special front and rear sway bars.  Like the L88s, air-conditioning and a radio were not on the option list, neither much used on race-tracks.  Chevrolet built only a dozen ZR2 Corvettes (two of which were convertibles) in 1971, not because production deliberately was limited but because of the cost (the list price was a then substantial US$7.672.80) and their unsuitability for everyday use meant demand was subdued.  Although scheduled for 1970, industrial relations problems delayed production of the ZR2 until 1971 by which time stricter regulations had compelled cancellation of the LS7 454 so RPO ZR2 was re-purposed for the LS6, rated at a conservative 425 horsepower although this didn’t fool the insurance industry.  

800 cfm (cubic feet per minute) carburetor on 1970 Corvette LT1.

Lurking behind the thunder of the 454 however was the most charismatic of the small-block Corvettes since the days of the fuel-injected 283 & 327.  This was the 350 LT1, a high-revving mill very much in the tradition of the Camaro's 302 Z/28 (RPO Z28 picked up the slash when used as a model name) used in the (five litre (305 cubic inch) production car) Trans-Am series, which featured heavy-duty internals and high performance additions including solid valve lifters, forged pistons, an 11:1 compression ratio, four-bolt main bearing caps, a forged steel crank, a hi-lift camshaft, a baffled sump and a free-flowing induction and exhaust system.  In a echo of the days of Rochester injection, it was almost twice the price of a 454 but was a persuasive package and over a thousand were made.  Available only with a manual transmission, it lasted until 1972 by which time it’s been detuned to 255 hp, the compensation being it could that year be ordered with air-conditioning although testers noted that when run to the redline, the cold air stopped flowing, the very reason Detroit in those years rarely offered the option with the most highly-tuned engines.  Most desirable of the C3 LT1s were those ordered with the ZR1 package, fewer than 60 of which were built between 1970-1972.  The ZR1 options were focused not on additional horsepower but rendering the chassis better suited for use in competition, the target market those who wanted to participate in the racing series run by the SCCA (Sports Car Club of America).  Accordingly, what was included was a cold-air hood, a larger capacity cooling system (including a different shroud and fan optimized for high-speed operation), the famed Muncie M22 (rock crusher) four-speed manual transmission, electronic ignition, upgraded power brakes, stiffer shock-absorbers (dampers), springs and front & rear anti-roll (sway) bars.  Given the emphasis, choosing the ZR1 package meant that, like the big-block L88s & ZL1, the fitting of luxuries like air conditioning, the rear-window defroster, power steering, the fancy wheel covers, alarm system and a radio were precluded.  ZR1 buyers really did inhabit a niche market.

1980 Corvette 305.

The LT1 is fondly remembered but from then on it was mostly downhill for the C3 although in its last decade its popularity reached new heights and in those years it was one of GM's most profitable lines.  In 1975 both the convertible and the (by then much-detuned 454) big-block V8 were cancelled but tellingly, in that era of malaise, the C3 enjoyed a long India summer, its performance stellar on the sales charts if not the track and, with no appetite for horsepower, Chevrolet devoted attention to creature comforts, things like seats and air-conditioning systems much improved.  A sort of nadir is noted for the 1980 models sold in Californian which, because of their more stringent emission rules, were fitted only with an automatic transmission and the 305 cubic inch (5.0 litre) engine found often in station wagons and pick-up trucks although, it still managed to be a little brisker than the Blue Flame original.  The Californian 305 was rated at 180 hp which was actually 15 more than the unfortunate 350 (L48) in the 1975 model which had been rated at the same 150 as the 1953 original (in 1975 the optional L82 engine was listed with 205 hp).  The method of calculating the stated hp changed in 1972 so the earlier numbers are overstated compared with the newer but there's no doubt the Corvettes of the mid-1970s were making a lot less power than those of a few years earlier and if things had improved by the early 1980s, it wasn't by much.  Both the tamest of the 1975 cars and the 1980 Californian 305 tend to be listed together among the least fondly remembered of the breed.  Enjoying solid demand to the end, the C3 remained in production until 1982, the last sold the following year.

Sqound

Sqound (pronounced skwu-kuhl)

An object in the shape of a square with rounded corners.

1990s: The word was coined by a person or persons unknown to distinguish between the (round) taillights used on (most) C4 Chevrolet Corvettes between 1983-1989 and those built subsequently (1990-1996), the construct being sq(uare) + (r)ound).  Square was from the Middle English square, sqware & squyre, from the Old French esquarre & esquerre, (which endures in modern French as équerre), from the Vulgar Latin exquadra, the construct being ex- (the prefix used as an intensive) +‎ quadro (four cornered; make square), from quadrus (square).  It displaced fēowerecge (four-edged).  Round was from the Middle English round & rounde, from the Old Northern French roünt & rund & the Old French ront, runt & reont (which endures in modern French as rond), from the Late Latin retundus & the Classical Latin rotundus.  The noun developed partly from the adjective and partly from the corresponding French noun rond.  Sqound is a noun & adjective; the noun plural is sounds.

1993 Chevrolet Corvette ZR1.

Perhaps the ultimate “niche word”, the only known use is among members of the “C4 ‘Vette cult” (those devoted to the fourth series (C4) Chevrolet Corvette, 1984-1996).  It seems first to have been used as an adjective to describe the then unique taillights fitted to the Corvette ZR1 (1990-1995), released at the 1989 Geneva Motor Show.  Although an obvious visual clue, the ZR1 attracted most attention by its use of an all-aluminium, 350 cubic inch (5.7 litre; LT5) V8 which featured double overhead camshafts (DOHC) and 32 valve heads.  Although the 350 cubic inch displacement was shared with the mainstream small-block Chevrolet V8s, so different was it in terms of construction and internal dimensions that the Corvette community (a priesthood with very firm views) regard it as something separate from the long-running (1954-2003 in production vehicles but still available as a "crate engine") small-block V8 family.  The engine was a co-development between Chevrolet and the UK-based Lotus Group which General Motors (GM, Chevrolet’s parent corporation) had acquired in 1986 (maintaining ownership until 1993) and was intended for use in a Corvette which could be marketed as the “world's fastest production car” (GM defining what constituted “production”); the V8 was given the internal designation LT5.  Although in the mid-1980s electronic engine management systems were still in their infancy, the LT5 did feature some genuine innovations in its fuel management, enabling the combustion chamber design to be optimized for power without this imposing the usual compromises in drivability at lower speeds.  Assembly of the (relatively) low-volume LT5 was sub-contracted to Mercury Marine which had long experience of the materials used in the construction.

LT5 V8 in 1990 (believed built in 1989) Chevrolet Corvette ZR1, one of 25 GM R&D (research & development) prototypes built to test the active-suspension system.

Perhaps of greater significance to GM was the expertise Lotus possessed in chassis design & tuning although the Corvette was a very different machine to the smaller, lighter cars with which Lotus had built their reputation, encapsulated by the philosophy of company founder Colin Chapman (1928–1982): “Simplify, then add lightness”.  Historically, that idea was most “un-Corvette” like and despite the aluminium engine block and heads, the ZR1 did emerge from development weighing some 200 lb (91 kg) more than the typical C4 Corvette, the additional heft the consequence of weightier components needed to support the greater speed and lateral forces made possible by the additional power and cornering capability.  On the road, the Lotus influence was certainly felt, the ZR1’s limits of adhesion as impressive as the then impressively wide (315-35 x 17 inch) tyres would suggest.  Befitting its role, the ZR1 was offered only as a coupé with a removable roof panel (no convertibles were produced) and as well as the wider wheels, it was distinguished from the rest of the range by a widened tail section with a convex rear fascia housing four “squond” taillights, the first time since the 1961 models anything but four round units had appeared on a production Corvette.

1987 Chevrolet Corvette with the round taillights used between 1984-1990 (left) and 1993 Chevrolet Corvette ZR1 with sqounds.

The ZR1 was much admired although not all approved of the squonds.  However, Chevrolet’s stylists must have liked them because in 1990 the convex fascia and squonds were standardized across the range, presumably pleasing the accountants who probably never saw the point of producing two different moldings which fulfilled the same function.  Why the C4 cultists settled on “sqound” isn’t known but it’s likely to have been something which just “came to someone” searching for a word to describe a shape which was neither quite round or square; within the cult there is (as far as in known), no “linguistics & etymology” committee.  In 1990, there was no world wide web and the internet was almost unknown outside of universities and places like the Pentagon so it wasn’t as if Google was there to answer the question.  Had search engines been available, it’s likely sqound might never have been coined because the word “quartic” quickly (as least as quickly as a 2400 kbit/s modem on a dial-up connection permitted) would have been unearthed.

1960 Plymouth Fury four-door hardtop (left), 1974 Austin Allegro 1750 Sport Special (centre) and 2024 Chevrolet Corvette Z06 coupé (right).

Once a technical term in the arcane world of algebra and thus known to only a few, "quartic" first gained a larger audience in 1973 when, to general derision, British Leyland (BL) released the Austin Allegro, complete with a steering wheel which was “not quite round and not quite square".  Explaining it was chosen to afford the diver greater leg-room and provide a better view of the instruments, BL revealed the shape was “quartic”.  The idea actually wasn’t novel, dating back decades and had been used on quite a few American cars during the early 1960s but for whatever reasons, the presence of one in the Allegro attracted little but criticism, something the rest of the vehicle would soon suffer.  BL also attracted the scorn of mathematicians who hastened to point out a quartic is “an algebraic equation or function of the fourth degree or a curve describing such an equation or function” insisting the correct description for a "square with rounded corners" is “squircle” (in algebraic geometry "a closed quartic curve having properties intermediate between those of a square and a circle"), the construct being squ(are) +c(ircle).  Few etymologists (and certainly no lexicographers) appear to have listed sqound as a "real" word but it's of interest because as a rare example in English of a word where a "q" is not followed by a "u"; such constructs do exist but usually in the cases where initialisms have become acronyms such as Qantas (Queensland and Northern Territory Aerial Services).  Such words do appear in English language texts but they tend to be foreign borrowings including (1) qat (or khat) (a plant native to East Africa and the Arabian Peninsula, often chewed for its stimulant effects), (2) qi (a term from Chinese philosophy referring to life force or energy), qibla (the direction Muslims face when praying (towards the Kaaba in Mecca)) and (4) qiviut (the soft under-wool of the musk-ox, valued when making warm clothing).  For a while, BL pretended to ignore the geometry pedants but within a year replaced the wheel with a conventional circular design.  Whatever the name, variations of the shape have since become popular with high-end manufacturers, Ferrari, Aston-Martin, Lamborghini and others all pursuing non-circular themes and one is a feature of the latest (C8) mid-engined Chevrolet Corvette, in which, unlike the unfortunate Allegro, it's much admired.

The antipodean Edsel: 1973 Leyland P76 Super V8 (left) and 1974 Leyland Force 7V (right).  Only 10 of the prototype Force 7V coupés survived the crusher but although it offered the novelty of a hatchback, the styling was ungainly and the very market segment for which it was intended was close to extinction.  Even had the range survived beyond 1974, success would have been improbable although the company should be commended for having intended to name the luxury version the Tour de Force (from the French and translated literally as "feat of strength"), the irony, in retrospect, charming.     

Although 1973 was the last “good year” for the “old” UK economy and one during which British Leyland was looking to the future with some optimism, the corporation’s troubles that year with steering wheels were, in retrospect, a harbinger for what lay ahead.  In addition to the Allegro, also introduced in 1973, on the other side of the planet, was the P76, a large (then a “compact” in US terms) sedan which Leyland Australia hoped would be competitive with the then dominant trio, GMH’s (General Motors Holden) Holden, Ford’s Falcon and Chrysler’s Valiant, the previous attempts using modified variants of UK models less than successful.  Leyland at the time kept expectations low, claiming the target was nothing more than a 10% market share and the initial reception the P76 received suggested this might more than be realized, the consensus of press reports concluding the thing was in many aspects at least as good as the opposition and in some ways superior, the country’s leading automotive that year awarding the V8 version the coveted COTY (Car of the Year) trophy.  Unfortunately, the circumstances of 26 June 1973 when the P76 was launched didn’t last, the first oil crisis beginning some four months later which resulted in a spike in the price of oil which not only suddenly dampened demand for larger cars but also triggered what was then the most severe and longest-lasting recession of the post-war years.  Basic design flaws in the body engineering and indifferent quality control contributed to the debacle which is now remembered as the Australian industry’s Edsel and in October 1974 production of the P76 ended and Leyland closed its Australian manufacturing facilities, never to re-open.

1973 P76 with the original sharp-edged steering wheel (left) and the later version, designed for the Force 7 (right).  The P76's steering wheel was one of many flaws which were planned to be rectified (or at least ameliorated) in the "facelifted" version scheduled for 1975 but before the end of 1974 the decision had been taken in London to axe the entire Leyland Australia project.    

Given the geo-political situation, rampant inflation and troubled industrial relations of the time, the P76’s steering wheel is really just a footnote in the sad tale but, like the Allegro’s “quartic” venture it was emblematic of the self-inflicted injuries to which Leyland would subject itself, both in the UK and its antipodean offshoot.  When the P76 made its debut in 1976, there was some comment that the steering wheel’s boss had a horn-pad in the shape of a boomerang, emphasizing the Australian connection but what was criticized was the rim which had bizarre, concave cross-section, meaning a quite sharp edge faced the driver, leaving an impression on the palms of the hands after only a few minutes driving.  The industry legend is the shape was a consequence of the typist (in 1973 it was accepted practice to blame women whenever possible) who prepared the final specification-sheet having mixed up “concave” & “convex” but even if that’s true it’s remarkable the obvious flaw in the design wasn’t rectified at the prototype stage.  Some have doubted the veracity of the story but such things do happen.  On 23 September, 1999, NASA (National Aeronautics and Space Administration) lost the US$125 million Mars Climate Orbiter spacecraft after its 286-day journey to Mars and that was a time when US$125 million was still a lot of money.  There was of course the inevitable review which found the craft’s directional thrusters had, over the course of several months, been incorrectly fired because the control data had been calculated in incorrect units.  The contractor Lockheed Martin (responsible for the calculations) was sending data in Imperial measures (pounds) to NASA, while NASA's navigation team, expecting metric units, interpreted the numbers as Newtons).  As far as is known, neither the contractor nor the agency attempted to blame a typist.

Picture of Lindsay Lohan in sqound frame (frame by Hanna Zasimova) (left) and sqound headlight surrounds on 1971 VG Chrysler Valiant VIP (right).  Passing usually unnoticed, sqounds are all around us although the mathematicians insists the shape is neither a sqound nor a quartic but a squircle.

Blip

Blip (pronounced blip)

(1) A spot of light on a radar screen indicating the position of a plane, submarine, or other object (also as pip); any similar use on other electronic equipment such as an oscilloscope.

(2) By adoption from the use in radar (and applied very loosely), any small spot of light on a display screen.

(3) In any tracked metric (typically revenue, sales etc), a brief and usually unexpected.

(4) In general use, an aberration, something unexpected and (usually) fleeting (often in the expression “blip on the radar”).

(5) In electronic transmissions (audible signals), a pip or bleep (also both onomatopoeic of short, single-pitch sounds).

(6) By extension, any low level, repetitive sound (rare).

(7) In the slang of software developers, a minor bug or glitch (retrospectively dubbed blips if promptly fixed (or re-labeled as “a feature”)).

(8) A specific data object (individual message or document) in the now defunct Google Wave software framework.

(9) In informal use, to move or proceed in short, irregular movements.

(10) In automotive use, briefly to apply the throttle when downshifting, to permit smoother gear-changing (the origin in the days of pre-synchromesh gearboxes, especially when straight-cut gears were used) and still used in competition to optimize performance but most instances by drivers of road cars are mere affectations (used as noun & verb).

(11) In informal use, abruptly to change a state (light to dark; on to off etc), sometimes implying motion.

(12) In broadcast media (and sometimes used on-line), to replace offensive or controversial words with a tone which renders them inaudible (a synonym of “bleep”, both words used in this contexts as nouns (a bleep) and verbs (to bleep out).  In live radio & TV, a junior producer or assistant was usually the designated “blipper” or “bleeper”.

1894: An onomatopoeic creation of sound symbolism, the speculation being it may have been based on the notion of “blink” (suggesting brevity) with the -p added to bli- as symbolic of an abrupt end, the original idea to capture the experience of a “popping sound”.  The use describing the sight and sound generated by radar equipment was first documented in 1945 but may have been in use earlier, the public dissemination of information about the technology restricted until the end of World War II (1939-1945).  The verbs (blipped & blipping) came into use in 1924 & 1925 respectively while the first documented use of the noun blipper dates from 1966 although “bleeper” appeared some fifteen year earlier and the role was acknowledge as early as the 1930s.  Blip is a noun & verb, blipped & blipping are verbs and blippy, blippier & blippiest are adjectives; the noun plural is blips.

The blipster

One unrelated modern portmanteau noun was blipster, the construct a blend of b(lack) + (h)ipster, used to refer to African-Americans (and presumably certain other peoples of color (PoC)) who have adopted the visual clues of hipster culture.  Whether the numbers of blipsters represent the sort of critical mass usually associated with the recognition of sub-cultures isn’t clear but as in medicine where a novel condition does not need to be widely distributed (something suffered even by a single patient can be defined and named as a syndrome), the coining of blipster could have been inspired by seeing just one individual who conformed to being (1) African American and (2) appearing in some ways to conform to the accepted parameters of hipsterism.  Labeling theory contains reservations about this approach but for etymologists it’s fine although there is always the risk of a gaboso (generalized observation based on single observation).  Predictably, there is debate about what constitutes authentic blipsterism because there are objections by some activists to PoCs either emulating sub-cultures identified as “white” or taking self-defining interest in aspects of that culture (such as those associated with hipsterism).  What seems to be acceptable is a stylistic fusion as long as the fashions are uniquely identifiable as linkable with traditional (ie modern, urban) African-American culture and the cultural content includes only black poets, hip-hop artists etc.

The Blipvert

The construct of blipvert (also historically blip-vert) was blip + vert.  Vert in this context was a clipping of advertisement (from the Middle French advertissement (statement calling attention)), the construct being advertise +‎ -ment.  The -ment suffix was from the Middle English -ment, from the Late Latin -amentum, from -mentum which came via Old French -ment.  It was used to form nouns from verbs, the nouns having the sense of "the action or result of what is denoted by the verb".  The suffix is most often attached to the stem without change, except when the stem ends in -dge, where the -e is sometimes dropped (abridgment, acknowledgment, judgment, lodgment et al), with the forms without -e preferred in American English.  The most widely known example of the spelling variation is probably judgment vs judgement.  In modern use, judgement is said to be a "free variation" word where either spelling is considered acceptable as long as use is consistent.  Like enquiry vs inquiry, this can be a handy where a convention of use can be structured to impart great clarity: judgment used when referring to judicial rulings and judgement for all other purposes although the approach is not without disadvantage given one might write of the judgement a judge exercised before delivering their judgment.  To those not aware of the convention, it could look just like a typo.

As both word and abbreviation “vert” has a number of historic meanings.  One form was from the Middle English vert, from Old French vert, from Vulgar Latin virdis (green; young, fresh, lively, youthful) (syncopated from Classical Latin viridis)  In now archaic use it meant (1) green undergrowth or other vegetation growing in a forest, as a potential cover for deer and (2) in feudal law a right granted to fell trees or cut shrubs in a forest.  The surviving use is in heraldry where it describes a shade of green, represented in engraving by diagonal parallel lines 45 degrees counter-clockwise.  As an abbreviation, it's used of vertebrate, vertex & vertical and as a clipping of convertible, used almost exclusively by members of the Chevrolet Corvette cult in the alliterative phrase "Vette vert", a double clipping from (Cor)vette (con)vert(ible).

Vette vert: 1967 Chevrolet Corvette L88 convertible which sold at auction in 2013 at Mecum Dallas for US$3,424,000, a bit short of the L88 coupé which the next year realized US$3,850,000 at Barrett-Jackson Scottsdale; that remains the record price paid for a Corvette at auction.  The L88 used a 427 cubic inch (7.0 litre) V8 with a single four barrel carburetor, tuned to produce between 540-560 (gross) horsepower although for official purposes it was rated at 430, slightly less than the advertised output of the L71 427 which, with three two barrel carburettors was the most powerful version recommended for “street” use.  The L88 was essentially a race-ready power-plant, civilized only to the extent cars which used it could be registered for road use but, demanding high-octane fuel available only in a limited number of locations and not offered with creature comforts like air-conditioning, it really was meant only for race tracks or drag strips.  For technical reasons, L71 buyers couldn’t order air-conditioning either but were at least allowed to have a radio, something the noise generated by the L88 would anyway have rendered mostly redundant.

When humans emulated CGI: Max Headroom, 1986, background by Amiga 1000.

A blipvert is a very brief advertisement (a duration of one second or less now the accepted definition although originally they could three times as long).  The concept first attracted widespread attention in the 1980s when it was an element in the popular television show Max Headroom, a production interesting for a number of reasons as well as introducing “blipvert” to a wide audience.  In Max Headroom, blipverts were understood as high-intensity television commercials which differed from the familiar form in that instead of being 20, 30 or 60 seconds long, they lasted but three, the line being they were a cynical device to discourage viewers from switching channels (“channel surfing” not then a term in general use).  The character Max Headroom (actually an actor made up to emulate something rendered with CGI (computer generated imagery)) was said to be pure software which had attained (or retained from the downloaded “copy” of the mind taken from a man killed after running into a “Max Headroom” warning sign in a car park) some form of consciousness and had decided to remain active within the television station’s computer network.  In this, the TV show followed a popular trope from science fiction, one which now underpins many of the warnings (not all by conspiracy theorists) about the implications of AI (artificial intelligence).  Although a creation of prosthetics rather than anything digital, the technique was made convincing by using a background generated on an Amiga 1000 (1985), a modest machine by today’s standards but a revelation at the time because not only was the graphics handling much better than on many more expensive workstations but even by 1990, despite what IBM and Microsoft were telling us, running multi-tasking software was a better experience on any Amiga than trying it on a PS/2 running OS/2.

On television, the stand-alone blipvert never became a mainstream advertising form because (1) it was difficult, (2) as devices to stimulate demand in most cases they appeared not to work and (3) the networks anyway discouraged it but the idea was immensely influential as an element in longer advertisements and found another home in the emerging genre of the music video, the technique perfected by the early 1990s; it was these uses which saw the accepted duration reduced from three seconds to one.  To the MTV generation (and their descendents on YouTube and TikTok), three seconds became a long time and prolonged exposure to the technique presumably improved the ability of those viewers to interpret such messages although that may have been as the cost of reducing the attention span.  Both those propositions are substantially unproven although it does seem clear the “video content generations” do have a greater ability to decode and interpret imagery which is separate for any explanatory text.  That is of course stating the obvious; someone who reads much tends to become better at interpreting words than those who read little.  Still, the blipvert has survived, the advertising industry finding them especially effective if used as a “trigger” to reference a memory created by something earlier presented in some form and those who find them distasteful because they’re so often loud and brash just don’t get it; that’s the best way they’re effective.

Alex (Malcolm McDowell (b 1943)) being re-sensitised (blipvert by blipvert) in Stanley Kubrick's (1928-1999) file adaptation of A Clockwork Orange (1971).

The concept of the blipvert is sometimes attributed to US science fiction (SF) writer Joe Haldeman (b 1943) who described something close to the technique in his novel Mindbridge (1976) and it’s clearly (albeit in longer form) used in the deprogramming sessions in Anthony Burgess’s A Clockwork Orange (1962) but use predates both books.  In 1948, encouraged by their success in countering the Partito Comunista d'Italia (PCd'I; the Communist Party of Italy) in elections in the new Italian republic (the success achieved with a mix of bribery, propaganda, disinformation and some of the other tricks of electoral interference to which US politicians now so object when aimed at US polls), the newly formed US Central Intelligence Agency (CIA) turned their attentions to France where the perception of threat was even greater because the infiltration of the press, trade unions, universities, the military and many other organs of state was rife.  The US was well-placed to run effective propaganda campaigns because, uniquely in devastated, impoverished Europe, it could distribute the cubic money required to buy advertising space & airtime, employ cooperative journalists, trade union leaders & professors and even supply scarce commodities like newsprint and ink.  To try to avoid accusations of anything nefarious (and such suggestions were loud, frequent and often not without foundation) much of the activity was conducted as part of Marshall Plan Aid, the post-war recovery scheme with which the US revived post-war European economies with an injection of (what would in 2024 US$ terms) be something like US$182 billion.  As well as extensively publicizing the benefits of non-communist life compared with the lot of those behind the iron curtain, the CIA published books and other pieces by defectors from the Soviet Union.  One novelty of what quickly became an Anglo-American psychological operation (the British Political Warfare Executive (PWE) having honed successful techniques during wartime) was the use of 2-3 second blipverts spliced into film material supplied under the Marshall Plan.  The British were well aware the French were especially protective of what appeared in cinemas and would react unfavourably to blatant propaganda while they might treat something similar in print with little more than a superior, cynical smile.

Lindsay Lohan and her lawyer in court, Los Angeles, December 2011.

The blipvert is sometimes grouped with subliminal advertising and that’s convenient but they’re different both in practice and definitionally and the rule of thumb can be expressed as (1) if it can (briefly) be seen it’s a blipvert and (2) if it can’t be seen it’s subliminal.  No doubt media studies academics (of which there seem now to be many) could punch holes in that and cite a dozen or more exceptions but as a definition it at least hints in the right direction.  What subliminal advertising involves is the presentation of understandable information (which can be images, sound or text) at a level below the conscious awareness of the viewer, the idea being (unlike the confrontational blipvert) to bypass conscious perception.  The extent to which subliminal messaging is an effective way to influence consumer behaviour is debated (as is the notion of whether it’s manipulative and unethical) but the continued use of the technique in political campaigns does suggest that in that specialized field of consumer behaviour, there must be many convinced of the efficacy.  Certainly it appears to work although the less subtle forms are quickly deconstructed and critiqued, such as the sudden adoption in sports, almost as soon as tobacco advertising was banned, of color schemes triggering memories of cigarette packets.

A Marlboro Man lights up.  The "Marlboro 100s" in the gold & white pack were so-named because each stick was 100 mm (4 inch) long.

After some years of prevarication, in 2005 the European Union (EU) banned tobacco advertising “in the print media, on radio and over the internet” at the same prohibiting “tobacco sponsorship of cross-border cultural and sporting events”.  Making unlawful the promotion of a known carcinogen responsible over a lifetime of use for shortening lifespan (on average) by just under a decade sounds now uncontroversial but at the time it had been bitterly contested by industry.  Of interest to some was that despite the introduction of the laws being known for some two years, only couple of months earlier, Ferrari had signed a fifteen year, billion dollar sponsorship deal with Philip Morris, best known for their Marlboro cigarette and “Marlboro Man” advertising campaign which featured a variety of men photographed in outdoor settings, five of whom ultimately died of smoking-related diseases.

Variations on a theme of red & white.  Ferrari Formula One cars: F2007 (2007) in Marlboro livery (left), F10 (2010) with "bar code" (centre) and F14 (2014) in post bar-code scheme.

Ferrari’s lawyers took their fine-toothed legal combs to the problem and came up with a way to outsmart the eurocrats.  The Formula One (F1) cars Scuderia Ferrari ran began to appear in what had become the traditional red & white livery (the same combination used on Marlboro’s signature packets) but in the space where once had been displayed the Marlboro logo, there was instead a stylized “bar code”.  In response to a number of accusations (including many by those in the medical community) that the team was guilty of “backdoor advertising” of cigarettes, in 2008 a statement on the company website said it was “baffled”:

"Today and in recent weeks, articles have been published relating to the partnership contract between Scuderia Ferrari and Philip Morris International, questioning its legality.  These reports are based on two suppositions: that part of the graphics featured on the Formula 1 cars are reminiscent of the Marlboro logo and even that the red colour which is a traditional feature of our cars is a form of tobacco publicity.  Neither of these arguments have any scientific basis, as they rely on some alleged studies which have never been published in academic journals. But more importantly, they do not correspond to the truth.  "The so-called barcode is an integral part of the livery of the car and of all images coordinated by the Scuderia, as can be seen from the fact it is modified every year and, occasionally even during the season. Furthermore, if it was a case of advertising branding, Philip Morris would have to own a legal copyright on it.  "The partnership between Ferrari and Philip Morris is now only exploited in certain initiatives, such as factory visits, meetings with the drivers, merchandising products, all carried out fully within the laws of the various countries where these activities take place. There has been no logo or branding on the race cars since 2007, even in countries where local laws would still have permitted it.  The premise that simply looking at a red Ferrari can be a more effective means of publicity than a cigarette advertisement seems incredible: how should one assess the choice made by other Formula 1 teams to race a car with a predominantly red livery or to link the image of a driver to a sports car of the same colour? Maybe these companies also want to advertise smoking!  It should be pointed out that red has been the recognised colour for Italian racing cars since the very beginning of motor sport, at the start of the twentieth century: if there is an immediate association to be made, it is with our company rather than with our partner.”

When red & white was just the way Scuderia Ferrari painted their race cars: The lovely, delicate lines of the 1961 Ferrari Typo 156 (“sharknose”), built for Formula One's “voiturette” (1.5 litre) era (1961-1965), Richie Ginther (1930–1989), XXIII Grosser Preis von Deutschland (German Grand Prix), Nürburgring Nordschleife, August 1961.

The suggestion was of course that this was subliminal marketing (actually unlawful in the EU since the late 1950s) the mechanics being that Ferrari knew this would attract controversy and the story was that at speed, when the bar code was blurred, it resembled the Marlboro logo; racing cars do go fast but no evidence was ever produced to demonstrate the phenomenon happened in real world conditions, either when viewed at the tracks or in televised coverage.  It was possible using software to create a blurred version of the shape and there was a vague resemblance to the logo but that wasn’t the point, as a piece of subliminal marketing it worked because viewers had been told the bar code would in certain circumstances transform into a logo and even though it never did, the job was done because Marlboro was on the mind of many and doubtlessly more often than ever during the years when the logo actually appeared.  So, job done and done well, midway in the 2010 season, Ferrari dropped the “bar code”, issuing a press release: “By this we want to put an end to this ridiculous story and concentrate on more important things than on such groundless allegations.”