Roadster

Roadster (pronounced rohd-ster)

(1) An early automobile having an open body, a single seat for two or three persons, and a large trunk or a rumble seat.

(2) A horse for riding or driving on the road (archaic).

(3) A two-seater, convertible sports car.

(4) A sea-going vessel riding at anchor in a road or bay.

(5) In coastal navigation, a clumsy vessel that works its way from one anchorage to another by means of the tides.

(6) A bicycle, or tricycle, adapted for common roads, rather than for the racing track, usually of classic style and steel-framed construction (archaic).

(7) Slang for one who drives much or one who lives along the road (UK (8) archaic).

(8) Slang for a hunter who keeps to the roads instead of following the hounds across country (archaic).

(9) The pre-modern class of racing car most associated with the classic era of the Indianapolis 500 (1952-1964).

1735–1745: A compound word, road + -ster.  Road was from the Middle English rode & rade (ride, journey) from the Old English rād (riding, hostile incursion) from the Proto-Germanic raidō (a ride), from the primitive Indo-European reydh (to ride). It was cognate with raid, a doublet acquired from the Scots, and the West Frisian reed (paved trail/road, driveway).  The –ster suffix is applied to someone (or something) associated with an act or characteristic, or does something specified.  It’s from the Middle English –ster & -estere from the Old English -estre (-ster, the feminine agent suffix), from the Proto-Germanic –istrijǭ &, -astrijǭ from the primitive Indo-European -is-ter- (suffix).  It was cognate with the Old High German -astria, the Middle Low German –ester and the Dutch -ster.  Roadster is a noun; the noun plural is roadsters.

Roadsters, gullwings and courtesans

1920 Stutz Bearcat (1912-1934 and in the first season spelled Bear Cat).  One of the fastest and most admired American cars of the early era, the Stutz Bearcat assumed such a place in popular culture, it was was claimed that should anyone die at the wheel of a Stutz Bearcat, they were granted an obituary in the New York Times (NYT).  Wholly apocryphal, the origin of the romantic myth is thought to be related to the Bearcat being a symbol of wealth, adventure, and daring, owned by the sort of chaps (such a lifestyle at the time was most associated with men although women adventurers were not unknown) who would likely anyway warrant an NYT obituary.

In the United States of the mid-nineteenth century, a roadster was a horse suitable for travelling and by the early 1900s, the definition had expanded to include bicycles and tricycles.  In 1916, the US Society of Automobile Engineers (SAE) defined a roadster as "an open car seating two or three”, a meaning which endures to this day.  Despite the origins, use was patchy in the US with the word applied to vehicles as diverse as the front-engined USAC (Indy) racing cars of the 1950s, a variety of 1930s convertibles and the custom post-war creations otherwise known as hot-rods.

Two of the 1963 Kurtis Kraft Roadsters which ran at the 1963 Indianapolis 500.  Car 56 (Jim Hurtubise (1932–1989)) qualified 3^rd (150.257 mph (241.815 km/h)) but retired on lap 102 after suffering an oil leak.  Car 75 (Art Malone (1936–2013)) qualified 25^th (148.343 (238.735 km/h)) but retired on lap 18 with clutch failure.

Both Kurtis Kraft Roadsters used the supercharged, double overhead camshaft (DOHC) Novi V8 (167–183 cubic inch (2.7–3.0 litres)) which appeared on the Indy 500 grid between 1941-1966.  The Novi was famous for the howl it produced at full cry but it never achieved its potential because chassis and tyre technology didn’t advance to the point its prodigious power could successfully be handled, the adoption of an all-wheel-drive (AWD) platform (then still referred to as four-wheel-drive (4WD) which now is usually reserved for vehicles which claim some off-road capability) coming too late.  The Novi V8 and is sometimes compared to the 1.5 litre (91 cubic inch) BRM V16, another charismatic, supercharged, small displacement engine with a narrow power band.  The unusual fin on car 75 was an attempt to improve straight-line stability, an approach often used in the era before the implications of down-force fully were understood.

The Indy folklore is the adoption of the term “roadster” to describe the final era of the front-engined cars was the result of an act of subterfuge.  What defined the “Indy Roadster” was the engine and drive shaft being offset from the center-line of the car, something which allowed the driver to sit lower in the chassis thereby optimizing the weight distribution for use on (anti-clockwise) oval tracks.  It was in 1952 quite an innovation and the legend is that whenever there were visitors in their workshop, the Kurtis team covered the chassis with a tarpaulin and if asked, casually dismissed what lay beneath as “just our roadster” (then a common term for a “hot rod”, a hobby which became popular in the post-war years).  The name stuck when the car appeared, the design for a decade the dominant configuration in open-wheel oval racing although the writing was on the wall in 1961 when Jack Brabham (1926–2014) appeared at the brickyard in an under-powered mid-engined Cooper Climax which, although out-paced by the roadsters on the straights, posted competitive times because of its superior speed in the curves.  After that, the end of the roadster era came quickly and by 1965 one could manage to finish only as high as fifth, the last appearance at Indianapolis coming in 1968 when Jim Hurtubise’s Mallard retired after nine laps with a dropped piston (something as serious as it sounds).

1954 Jaguar XK120s: Roadster (open two-seater (OTS) in the UK and certain export markets; left) and Drop Head Coupé (DHC; right).  The roadsters were lighter and intended as dual-purpose vehicles which could be road-registered, driven to circuits and with relatively few changes be immediately competitive in racing.  The DHCs were based on the heavier, more luxuriously trimmed Fixed Head Coupé (FHC) coachwork while the roadsters featured cutaway doors without external handles or side windows and a removable windscreen.  Variations on this pre-war pattern was common in the British and parts of the European industry; even the early Chevrolet Corvettes were true roadsters.  

In pre-war Europe (though less so in the UK where “sports-car” or “open two seater” tended to be preferred), roadsters were often those with most rakish or flamboyant bodies, offered either by the factory or outside coachbuilders.  After the war, the term came to be restricted to what were once known as sports cars, the smaller, lighter and most overtly sporty of the line.  British manufacturers also distinguished, within a line of convertible two-seaters between lightweight roadsters and the more lavishly equipped drop-head coupés (DHC) which had features such a full-doors and side windows, neither always fitted to roadsters.  Interestingly, the early Jaguar XK120s and 140s (1949-1957) were marketed as open two-seaters (OTS) in UK and roadsters in the US, the home market not adopting the export nomenclature until the XK150 in 1958.

300 SL gullwing (1954-1957)

Although the public found them glamorous, the engineers at Mercedes-Benz had never been enamored by the 300 SL’s gullwing doors, regarding them a necessary compromise imposed by the high side-structure of the spaceframe which supported the body.  Indeed, the doors had never been intended for use on road-cars, appearing first on the original (W194) 300SL, ten of which were built to contest sports-car racing in 1952.  The W194 had a good season, the most famous victory a 1-2 finish in the 24 Heures du Mans (24 Hours of Le Mans) and this success, along with the exotic lines, attracted the interest of the factory’s US importer who guaranteed the sale of a thousand coupés, essentially underwriting the profitability of full-scale road-car production.  The sales predictions proved accurate and between 1954-1957, 1400 (W198) 300 SL gullwings were built, some eighty percent of which were delivered to North American buyers.  Curiously, at the time, Mercedes-Benz never publicly disclosed what the abbreviation "SL" stood for.  The assumption had long been it meant Sport Light (Sport Leicht), based presumably on the SSKL of 1929-1931 (Super Sport Kurz (short) Leicht) but the factory documentation for decades used both Sport Leicht and Super Leicht.  It was only in 2017 it published a 1952 paper discovered in the corporate archive confirming the correct name is Super Leicht.

300 SL Roadster (1957-1963)

 

That the sales reached the numbers hoped was good because the gullwing was expensive to produce and a certain volume was required to achieve profitability but by 1956, sales were falling.  At that time the US distributer was suggesting there was greater demand for a convertible so the decision was taken to replace the gullwing with a roadster, production of which began in 1957, lasting until 1963 by which time 1858 had been built.  Now with conventional front-hinged doors made possible by a re-design of the tubular frame, the opportunity was taken also to include some improvements, most notably a more powerful engine and the incorporation of low-pivot swing axles in the rear suspension.  The rear axle changes, lowering the pivot-point to 87mm (3.4 inches) below the differential centre-line did reduce the camber changes which could be extreme if cornering was undertaken in an inexpert manner but the tendency was never entirely overcome.  The swing axles, much criticized in later years, need to be understood in the context of their times, the tyres of the 1950s offering nothing like the grip of more modern rubber although it is remains regrettable the factory didn't, for its high-performance road cars, adopt the de Dion rear suspension it used on both road and competition cars during the 1930s.  Although manageable in expert hands, as the Mercedes-Benz Formula One drivers in 1954-1955 proved, the more predictable de Dion would likely have been better suited to most drivers on the roads.  In fairness, the gullwing’s rear suspension did behave better than many of the more primitive swing-axle systems used by other manufacturers but it needed to given that in any given situation, the Mercedes would likely be travelling a deal faster.  Remarkably, the Mercedes-Benz swing-axle arrangement lasted well into the age of the radial-ply tyre, in volume production until 1972 and used until 1981 on the handful of 600 Grossers built every year.

300 SLS (1957)

Less costly to build than the gullwing, a few hundred 300 SL roadsters were sold annually, the price tag reaching even higher in the stratospheric realm.  Unlike the lighter gullwing, the emphasis shifted from a dual-purpose vehicle suited to both road and track to one that was more of a grand-tourer.  The factory however managed to give the car one last fling at competition.  The SCCA (Sports Car Club of America), tired of the gullwing’s domination in the production sports car category, changed the rules to render it uncompetitive and, as the new roadster hadn’t yet achieved the volume needed to qualify for homologation, Mercedes-Benz built a new model: called the 300 SLS (Super Light Sport), two built to contest the SCCA’s modified production class.  Much lighter, slightly more powerful and with a few aerodynamic tweaks, the SLS won the trophy.

As a footnote (one to be noted only by the subset of word nerds who delight in the details of nomenclature), for decades, it was said by many, even normally reliable sources, that SL stood for sports Sports Leicht (sports light) and the history of the Mercedes-Benz alphabet soup was such that it could have gone either way (the SSKL (1929) was the Super Sports Kurz (short) Leicht (light) and from the 1950s on, for the SL, even the factory variously used Sports Leicht and Super Leicht.  It was only in 2017 it published a 1952 paper (unearthed from the corporate archive) confirming the correct abbreviation is Super Leicht.  Sports Leicht Rennsport (Sport Light Racing) seems to be used for the the SLRs because they were built as pure race cars, the W198 and later SLs being road cars but there are references also to Super Leicht Rennsport.  By implication, that would suggest the original 300SL (the 1951 W194) should have been a Sport Leicht because it was built only for competition but given the relevant document dates from 1952, it must have been a reference to the W194 which is thus also a Sport Leicht.  Further to muddy the waters, in 1957 the two lightweight cars based on the new 300 SL Roadster (1957-1963) for use in US road racing were (at the time) designated 300 SLS (Sports Leicht Sport), the occasional reference (in translation) as "Sports Light Special" not supported by any evidence.  The best quirk of the SLS tale however is the machine which inspired the model was a one-off race-car built by Californian coachbuilder ("body-man" in the vernacular of the West Coast hot rod community) Chuck Porter (1915-1982).  Porter's SLS was built on the space-fame of a wrecked 300 SL gullwing (purchased for a reputed US$500) and followed the lines of the 300 SLR roadsters as closely as the W198 frame (taller than that of the W196S) allowed.  Although it was never an "official" designation, Porter referred to his creation as SL-S, the appended "S" standing for "scrap". 

Job done, the factory withdrew from circuit racing although private teams would continue to campaign 300 SLs into the 1970s.  The road-going version continued with little visual change until 1963 although the engineering refinements continued as running changes, disk brakes adopted in 1961, the last few dozen built with a lighter aluminum engine block replacing the cast-iron casting.  When retired, it wasn’t replaced, the W113 (pagoda) and their successors (R107) roadsters a different interpretation of the genre.  It would be decades before Mercedes-Benz would again offer anything like the 300 SL.

190 SL (1955-1963)

The reception afforded the 300 SL prompted the US distributor to suggest a lower cost sports car would also be well-received.  The economics of that dictated the exotic features of the gullwing (dry-sump lubrication, the doors, fuel-injection) couldn’t be used so the factory instead grafted attractive roadster coachwork atop a shortened saloon car platform, the pedestrian four-cylinder engine barely more powerful than when found in its prosaic donor.  Still, the 190 SL (W121) looked the part and could be sold for well under half the price of a gullwing though even then it was hardly cheap, costing a third more than a Chevrolet Corvette and by then the Corvette had been transformed into a most estimable roadster with the addition of the new Chevrolet 265 cubic inch (4.3 litre) small-block V8.  Pleasingly profitable, nearly twenty-six thousand 190 SLs were built over an eight-year run beginning in 1955 and there were even plans for a 220 SL, using the 2.2 litre (134 cubic inch) straight-six from the “pontoon” saloon range (W120-121-105-128-180; 1953-1963) which had provided the roadster's platform.  Prototypes were built and testing confirmed they were production-ready but the continuing success of the 190 SL and capacity constraints first postponed and finally doomed the project.  After production ceased in 1962 (none were built in 1963 but the factory listed the final 104 cars as 1963 models), it wouldn’t be until the 1990s that the concept of a smaller roadster (the R170 SLK) to run alongside the (R129) SL was revived although, since the early 1970s, the SL (R107) had simultaneously been available with engines of different sizes and accordingly placed price-points.

190 SL Rennsport, Macau Grand Prix, 1957.

Though never designed with competition in mind, the factory did construct half a dozen higher-performance Rennsport (motor-racing) packages (referred to internally as the 190 SLR), the most important aspect of which was diet, the weight-reduction achieved with aluminium doors, a smaller Perspex windscreen and the deletion of non-essential items such as the soft top, sound insulation, the heater (they're surprisingly weighty devices) and bumpers.  Although never part of a major racing campaign, it did enjoy success including a class win in a sports car event at Morocco and victory in the 1957 Macau Grand Prix.

Last of the Adenauers: 300d (W189, 1957-1962) Cabriolet D (upper) & the "standard" 300d saloon (four-door hardtop).

Although some of its customers during the mid-twentieth-century (notably between 1933-1945) are understandably neglected in their otherwise comprehensive attention to history, Mercedes-Benz has always acknowledged and publicized the drivers and clients of the 1950s.  Their Formula One drivers (especially Juan Manuel Fangio (1911–1995) & Stirling Moss (1929–2020) were honored for decades after their retirements and Konrad Adenauer, the first chancellor of the Federal Republic, was even afforded the unique distinction of being the nickname for the 300 (W186 & W189, 1951-1962), the big limousine of the era which used a substantially similar engine to the 300 SL's unit.  Note that although the top image is of a convertible, it's a "cabriolet" and not a roadster.  According to Mercedes-Benz, a roadster is a two door, two seater convertible although, since the 1960s, the factory has sometimes offered the option of single (transverse) or conventional rear seat for occasional (and sometimes uncomfortable) use.  Small, these seats were really suitable only for very young children and no pretence was made that they make a roadster into a true four-seater, 2+2 the usual (generous) description.  Being Germans, during the 1930s, Daimler-Benz decided there were sufficient detail differences between the coachwork and hood (in the sense of folding roof) assemblies offered and formalized definitions of five distinct flavors of Mercedes-Benz cabriolets.

Fraulein Rosemarie Nitribitt with 190 SL and Joe der Hund.

However, in a fate shared with some of the most valued clients of the three-pointed star between 1933-1945, nor does the factory’s historic literature dwell on someone perhaps the 190SL’s best known owners, Rosemarie Nitribitt (1933-1957).  Fraulein Nitribitt was, by 1957, Frankfurt’s most illustrious (and reputedly most expensive) prostitute, a profession to which she seems to have been drawn by necessity but at which she proved more than proficient and, as the reports of the time attest, there was nothing furtive in the way she practiced her trade.  Something of a celebrity in Frankfurt, the republic’s financial centre, her black roadster became so associated with her business model that the 190SL was at the time often referred to as the “Nitribitt-Mercedes”, her car seen frequently, if briefly, parked in the forecourts of the city’s better hotels.  Unlike the contemporary connection with Herr Adenauer, the factory never acknowledged this nickname.

190 SL sales breakdown

The lives of prostitutes, even the more highly priced, can descend to their conclusion along a Hobbesian path and in 1957, aged twenty-four, she was murdered in her smart apartment, strangled with a silk stocking, the body not found for several days.  Given Fraulein Nitribitt operated at the upper end of the market, her clients tended variously to be rich, famous & powerful and that attracted the raft of inevitable conspiracy theories there had been a cover-up to protect their interests, a rather botched police investigation encouraging such rumors.  The murder remains unsolved.  It has been suggested sales of the 190 SL suffered because of the connection, the little roadster briefly attracting the moniker “whore’s taxi” and indeed, there was a decline in the period.  However, 1956 was the first year of full-production and a second-year drop-off in sales is not unknown, gullwing production for example dropped to 308 in 1956, quite a fall from the 855 achieved the previous year and while, at least in Germany, the association with the dead courtesan may have been off-putting for the bourgeoise, without qualitative data, one really can’t say.  There was a precipitous decline in 1958 but that was the year of the worst US recession of the post-war boom and it was in the US most of the drop was booked; sales anyway quickly recovered on both sides of the Atlantic.

Frankfurt police officers examining Helga Matura's 220 SE cabriolet (Hōchkühler).  Note the jackboots.

In a coincidence of circumstances, a decade later, Fraulein Helga Sofie Matura (1933-1966) was another high-end prostitute murdered in Frankfurt, the weapon this time a stiletto (the stylish shoe rather than the slender blade).  Never subject to the same rumors the Nitribtt case attracted, it too remains unsolved.  In another coincidence, Fraulein Matura’s car was a convertible Mercedes, a white (W111) 220 SE Cabriolet.  Despite the connection, the W111 never picked up any prurient nicknames and nor did its reputation suffer, the most valuable of the W111 cabriolets now attracting prices in excess of US$400,000 for original or fully-restored examples while German turning houses which update the drive-trains to modern standards list them at twice that.

Helga Matura (1966) by Gerhard Richter

Gerhard Richter (b 1932) is a German visual artist whose work encompasses glass as well as aspects of both photography and painting.  Although most noted for working in illusionistic space, some of his output has belonged to various schools of realism and he seems to place himself in many of the traditions of modernism, acknowledging surrealism, the primacy of the object and the purpose of art.  Of particular interest was his 1988 series of fifteen photo-paintings (18 October 1977) depicting four members of the Red Army Faction (RAF) (better, if a little misleadingly, known in the English-speaking world as the Baader-Meinhof Gang).  Created using monochrome photographs taken mostly before their deaths, the work was an interesting exploration of time, meaning and form.

His portrait of the late Helga Matura is representative of his technique in photo-paintings, applying the practices of the Fluxus movement to material not originally created as art.  Blurred and variously in and out of focus, it takes the entirely representational image of a photograph which is then disrupted; disruptions may be for the purposes of the artist, the subject or the viewer and indeed time, the nature of the work changing whether viewed with or without knowledge of her life and death.

Roadster off the road, California, 2005.

In October 2005, Lindsay Lohan went for a drive in her Mercedes-Benz SL 65 AMG roadster.  It didn’t end well.  Based on the R230 (2001-2011) platform, the SL 65 AMG was produced between 2004-2012, all versions rated in excess of 600 horsepower, something perhaps not a wise choice for someone with no background handling such machinery though it could have been worse, the factory building 400 (175 for the US market, 225 for the RoW (rest of the world)) of the even more powerful SL 65 Black Series, the third occasion an SL was offered without a soft-top and the second time one had been configured with a permanent fixed-roof.  A production number of 350 is sometimes quoted but those maintaining registers insist it was 400.

Roadster back on the road, Texas, 2007.

By 2007, the car (still with California registration plates (5LZF057) attached) had been repaired, detailed & simonized and was being offered for sale in Texas, the odometer said to read 6207 miles (9989 km).  Bidding was said to be “healthy” so it was thought all's well that ends well but once the vehicle's provenance was brought to the attention of the repair shop, it was realized the celebrity connection might increase its value so it was advertised on eBay with more detail, including the inevitable click-bait of LiLo photographs.  However, either eBay doesn't approve of commerce profiting from the vicissitudes suffered by Hollywood starlets or they'd received a C&D (cease & desist) letter from someone's lawyers and the auction ended prematurely.  It proved a brief respite, the SL 65 soon back on eBay Motors but with the offending part of the blurb limited to "previously owned by high profile celebrity", leaving it to prospective buyers to join the dots.  According to Business Insider, the car sold for US$111,000 which was much higher than would be expected for one which had been repaired after an accident, albeit it a low-speed impact.  The R230s anyway had a complex construction and the AMG versions added even more intricacy so although it is possible to restore a damaged AMG to the state in which it left the factory, it does require both expertise and some often expensive parts.  Because of that, repaired Mercedes-Benz AMG cars trade usually at a significant discount so the amount realized was indicative of the perceived value of a celebrity association.

Customer

Customer (pronounced kuhs-tuhm-ah)

(1) A habitual patron, regular purchaser, returning client; one who has a custom of buying from a particular business (obsolete in its technical sense).

(2) A patron, a client; one who purchases or receives a product or service from a business or merchant, or intends to do so.

(3) In various slang forms (cool customer, tough customer, ugly customer, customer from hell, dream customer etc), a person, especially one engaging in some sort of interaction with others.

(4) Under the Raj, a native official who exacted customs duties (historic use from British colonial India).

Late 1300s: From the Middle English customere & custommere (one who purchases goods or supplies, one who customarily buys from the same tradesman or guild), from custumer (customs official, toll-gatherer), from the Anglo-French custumer, from the Old French coustumier & costumier (from which modern French gained coutumier (customary, custumal)), from the Medieval Latin noun custumarius (a toll-gatherer, tax-collector), a back-formation from the adjective custumarius (pertaining to custom or customs) from custuma (custom, tax).  The literal translation of the Medieval Latin custumarius was “pertaining to a custom or customs”, a contraction of the Latin consuetudinarius, from consuetudo (habit, usage, practice, tradition).  The generalized sens of “a person with whom one has dealings” emerged in the 1540s while that of “a person to deal with” (then as now usually with some defining adjective: “tough customer”, difficult customer” etc) was in use by the 1580s.  Derived terms are common including customer account, customer base, customer care, customer experience, customer-oriented, customer research, customer resistance, customer service, customer success, customer support, direct-to-customer, customer layer, customer-to-customer, ugly customer, tough customer, difficult customer etc.  Customer is a noun; the noun plural is customers.

William Shakespeare (1564–1616) used the word sometimes to mean “prostitute” and in his work was the clear implication that a buyer was as guilty as the seller, the law both unjust and hypocritical, something which in the twentieth century would be rectified in Swedish legislation.

Shakespeare: All's Well That Ends Well (circa 1602), Act 5, scene 3

LAFEW:  This woman’s an easy glove, my lord; she goes off and on at pleasure.

KING: This ring was mine. I gave it his first wife.

DIANA: It might be yours or hers for aught I know.

KING (to attendants) Take her away. I do not like her now.  To prison with her, and away with him. Unless thou tell’st me where thou hadst this ring, Thou diest within this hour.

DIANA: I’ll never tell you.

KING: Take her away.

DIANA: I’ll put in bail, my liege.

KING: I think thee now some common customer.

DIANA (to Bertram): By Jove, if ever I knew man, ’twas you.

In Sweden, the law was amended in a way of which Shakespeare might have approved, Chapter 6, Section 11 of the Swedish Penal Code making it an offence to pay for sex, the act of “purchasing sexual services” criminalized, the aim being to reduce the demand for prostitution.  The law provides for fines or a maximum term of imprisonment for one year, depending on the circumstances of the case.  So selling sexual services is not unlawful in Sweden but being a customer is, an inversion of the model for centuries applied in the West.  Individuals who engage in prostitution are not criminalized under Swedish law, which is intended to protect sex workers from legal penalties while targeting the customers, now defined as those who “exploit them”.  The Swedish model aims to reduce prostitution by focusing on the demand side and providing support for those who wish to exit prostitution and as a statement of public policy, the law reform reflected the government’s view prostitution was a form of gender inequality and exploitation.  The effectiveness of the measure has over the years been debated and the customer-focused model of enforcement has not widely been emulated.

The customer is always right

Reliable return customer: Lindsay Lohan in the Chanel Shop, New York City, May 2013.

The much quoted phrase (which in some areas of commerce is treated as a proverb): “the customer is always right” has its origins in retail commerce and is used to encapsulate the value: “service staff should give high priority to customer satisfaction”.  It is of course not always literally true, the point being that even when patently wrong about something, it is the customer who is paying for stuff so they should always be treated as if they are right.  Money being the planet’s true lingua franca, variations exist in many languages, the best known of which is the French le client n'a jamais tort (the customer is never wrong), the slogan of Swiss hotelier César Ritz (1850-1918) whose name lived on in the Hôtel Ritz in Paris, the Ritz and Carlton Hotels in London and the Ritz-Carlton properties dotted around the world.  While not always helpful for staff on the shop floor, it’s an indispensible tool for those basing product manufacturing or distribution decisions on aggregate demand.  To these counters of beans, what is means is that if there is great demand for red widgets and very little for yellow widgets, the solution probably is not to commission an advertising campaign for yellow widgets but to increase production of the red, while reducing or even ceasing runs of the yellow.  The customer is “right” in what they want, not in the sense of “right & wrong” but in the sense of their demand being the way to work out what is the “right” thing to produce because it will sell.

Available at Gullwing Motor Cars: Your choice at US$129,500 apiece.

The notion of “the customer is always right” manifests in the market for pre-modern Ferraris (a pre-1974 introduction the accepted cut-off).  While there nothing unusual about differential demand in just about any market sector, dramatically is it illustrated among pre-modern Ferraris with some models commanding prices in multiples of others which may be rarer, faster, better credentialed or have a notionally more inviting specification.  That can happen when two different models are of much the same age and in similar condition but a recent listing by New York-based Gullwing Motor Cars juxtaposed two listings which left no doubt where demand exists.  The two were both from 1972: a 365 GTC/4 and a Dino 246 GT.

Some reconditioning required: 1972 Ferrari 356 GTC/4

The 365 GTC/4 was produced for two years between 1971-1972 during which 505 were built.  Although now regarded as a classic of the era, the 365 GTC/4 lives still in the shadow of the illustrious 365 GTB/4 with which, mechanically, it shares much.  The GTB/4 picked up the nickname “Daytona”, an opportunistic association given 1-2-3 finish in the 1967 24 Hours of Daytona involved three entirely different models while the GTC/4 enjoyed only the less complementary recognition of being labeled by some il gobbone (the hunchback) or quello alla banana (the banana one).  It was an unfair slight and under the anyway elegant skin, the GTB/4 & GTC/4 shared much, the engine of the latter differing mainly in lacking the dry-sump lubrication, the use of six twin-choke side-draft Weber carburetors rather than the downdrafts, this permitting a lower hood (bonnet) line and a conventionally mounted gearbox rather than the the Daytona's rear transaxle.  Revisions to the cylinder heads allowed the V12 to be tuned to deliver torque across a broad rev-range rather than the focus on top-end power which was one of the things which made the Daytona so intoxicating.

Criticizing the GTC/4 because it doesn’t quite have the visceral appeal of the GTB/4 seems rather like casually dismissing the model who managed only to be runner-up to Miss Universe.  The two cars anyway, despite sharing a platform, were intended for different purposes, the GTB/4 an outright high performance road car which could, with relatively few modifications, be competitive in racing whereas the GTC/4 was a grand tourer, even offering occasional rear seating for two (short) people.  One footnote in the history of the marque is the GTC/4 was the last Ferrari offered with the lovely Borrani triple-laced wire wheels; some GTB/4s had them fitted by the factory and a few more were added by dealers but the factory advised that with increasing weight, tyres with much superior grip and higher speeds, they were no longer strong enough in extreme conditions and the cast aluminum units should be used if the car was to be run in environments without speed restrictions such as race tracks or certain de-restricted public roads (then seen mostly in the FRG (Bundesrepublik Deutschland (Federal Republic of Germany; the old West Germany) 1949-1990), Montana & Nevada in the US and Australia's Northern Territory & outback New South Wales (NSW)).  The still stunning GTB/4 was the evolutionary apex of its species; it can't be improved upon but the GTC/4 is no ugly sister and when contemplating quello alla banana, one might reflect on the sexiness of the fruit.

Gullwing’s offering was described as “a highly original unrestored example in Marrone Colorado (Metallic Brown) with a tan leather interior, factory air conditioning, and power windows; showing 48K miles (77K kilometres) on the odometer.  It has been sitting off the road for several years and is not currently running.”  It was certainly highly original and seemed complete but properly should be regarded as a “project” because of the uncertainty about the extent (and thus the cost) of the recommissioning.  At an asking price of US$129,500, it would represent good value only if it was mechanically sound and no unpleasant surprises were found under the body’s shapely curves although, given the market for 365 GTC/4s in good condition, it was a project best taken on by a specialist.

Some assembly required: 1972 Dino 246 GT by Ferrari

The days are gone when the Dino 246 was dismissed as “more of a Fiat than a Ferrari” and even if the factory never put their badge on the things (although plenty subsequently have added one), they are now an accepted part of the range.  The 246 replaced the visually almost similar but slightly smaller and even more jewel-like Dino 206, 152 of which (with an all-aluminium 2.0 litre (122 cubic inch) V6 rather than the V12s which had for some years been de rigueur in Ferrari’s road cars) were built between 1967-1969, all with berlinetta (coupé) bodywork.  Mass-produced by comparison, there were 3569 Dino 246s produced between 1969-1974, split between 2,295 246 GTs (coupés) & 1,274 246 GTSs (spyders (targa)).  Fitted with an iron-block 2.4 litre (147 cubic inch) V6, the Dinos were designed deliberately to be cheaper to produce and thus enjoy a wider market appeal, the target those who bought the more expensive Porsche 911s, a car the Dino (mostly) out-performed.  In recent decades, the Dino 246 has been a stellar performer in the collector market, selling typically for three times the price of something like a 365 GTC/4; people drawn to the seductive lines rather than the significantly better fuel consumption.

Most coveted of the 246s are those described with the rhyming colloquialism “chairs and flares” (C&F to the Ferrari cognoscenti), a reference to a pair of (separately available) options available on later production Dino 246s.  The options were (1) seats with inserts (sometimes in a contrasting color) in the style used on the Daytona & (2) wider Campagnolo Elektron wheels (which the factory only ever referred to by size) which necessitated flared wheel-arches.  At a combined US$795.00 (in 1974), the C&F combination has proved a good investment, now adding significantly to the price of the anyway highly collectable Dino.  Although it's hard to estimate the added value because so many other factors influence calculation, all else being equal, the premium is usually between US$100-200,000 but these things are always relative; in 1974 the C&F option added 5.2% to a Dino GTS's list price and was just under a third the cost of a new small car such as the Chevrolet Vega.  It was a C&F Dino 246 GTS which in 1978 was found buried in a Los Angeles where it had sat for some four years after being secreted away in what turned out to be an unplanned twist to a piece of insurance fraud.  In remarkably good condition (something attributed to its incarceration being during one of California’s many long droughts), it was fully restored.

Not in such good condition is the post-incineration Dino 246 GT (not a C&F) being offered by Gullwing Motor Cars, the asking price the same US$129,500 as the 365 GTC/4.  Also built in 1972, Gullwing helpfully describe this as “a project”, probably one of history’s less necessary announcements.  The company couldn’t resist running the title “Too Hot to Handle” and described the remains as “…an original car that has been completely burnt.  Originally born in Marrone Colorado with beige leather.  It comes with its clear matching title and this car clearly needs complete restoration, but the good news is that it's certainly the cheapest one you will ever find.  The Dino market is hot and shows no signs of cooling. An exciting opportunity to own an iconic 246GT Dino. This deal is on fire!”  It’s still (technically) metal and boasts the prized “matching numbers” (ie the body, engine & gearbox are all stamped with the serial numbers which match the factory records) so there’s that but whether, even at the stratospheric prices Dinos often achieve, the economics of a restoration (that may be the wrong word) can be rationalized would need to be calculated by experts.  As with the 365 GTC/4, Gullwing may be amenable to offers but rather that the customer always being right, this one needs "the right customer".

Aggregate demand: The highly regarded auction site Bring-a-Trailer (BAT, their origin being a clearing house for “projects” although most were less challenging than Gullwing’s Dino) publishes auction results (including “reserve not met” no-sales) and the outcomes demonstrate how much the market lusts for Dinos.  BAT also has a lively comments section for each auction and more than once a thread had evolved to discuss the seeming incongruity of the prices achieved by Dinos compared with the rarer Berlinetta Boxer (365 GT4 BB, BB 512 & BB 512i) (1973-1984) which was when new much more expensive, faster and, of course, a genuine twelve cylinder Ferrari.  In such markets however, objective breakdowns of specifications and specific performance are not what decide outcomes: The customer is always right.

Digging up: The famous "buried" 1974 Dino 246 GTS, being extracted, Los Angeles, 1978 (left) and the body tag of a (never buried) 1974 Dino 246 GTS.  While it's true the factory never put a "Ferrari badge" on the Dino 206 & 246 (nor did one appear on the early Dino 308s) the Ferrari name does appear on the tags and some parts.  Gullwing's Dino would be a more challenging "project" and even with today's inflated values, the financial viability of a restoration might be dubious. 

Although it's in recent years the prices paid for the things sharply have spiked, the lure of the Dino is not a recent thing.  In 1978, a 1974 246 GTS was discovered buried in a Los Angeles yard and it transpired it was on the LAPD’s (Los Angeles Police Department) long list of stolen vehicles.  The department’s investigators concluded the burial had been a “rush job” because while it had been covered with carpets and some plastic sheeting in an inexpert attempt to preserve it from the sub-terrain, one window had been left slightly open.  Predictably, the back-story was assumed to be an “insurance scam”, the owner allegedly hiring two “contractors” to “make it disappear” in a manner consistent with car theft, hardly an unusual phenomenon in Los Angeles.  The plan was claimed to be for the Dino to be broken up with all non-traceable (ie not with serial numbers able to be linked to a specific vehicle) parts on-sold with whatever remained to be dumped “somewhere off the coast”.  In theory, the scamming owner would bank his check (cheque) from Farmers Insurance while the “contractors” would keep their “fee for service” plus whatever profits they realized from their “parting-out” which, even at the discount which applies to “fenced” stolen goods, would have been in the thousands; a win-win situation, except for the insurance company and, ultimately, everyone who pays premiums.

Dug Up: The 'buried" Dino after restoration.  Two of the Campagnolo wheels are said to be original and the 14 x 7½ wheels & fender flares combo was at the time a US$680.00 (about a third the cost of a new, small car); their presence can now add US$100,000 to a 246's value so they proved a reasonable investment.

However, it’s said that when driving the Dino, the hired pair found it so seductive they decided to keep it, needing only somewhere to conceal it until they could concoct another plan.  Thus the hasty burial but for whatever reason (the tales differ), they never returned to reclaim the loot and four years later the shallow automotive grave was uncovered after a “tip-off” from a “snitch” (tales of children finding it while “playing in the dirt” an urban myth.  The matter of insurance fraud was of course pursued but no charges were laid because police could not discover who had done the burial and rather than being scraped and “parted-out” (this time lawfully) as might have been expected, the Dino was sold and restored.  That was possible because it was in surprisingly good condition after its four years in a pit, something accounted for by (1) the low moisture content of the soil, (2) the degree of protection afforded by the covers placed at the time of burial and (3) its time underground coinciding with one of the prolonged droughts which afflict the area.  So, although Dino values were not then what they became, purchased at an attractive price (a reputed US$9000), it was in good enough shape for a restoration to be judged financially viable and it was “matching numbers” (#0786208454-#355468) although that had yet become a fetish.  The car remains active to this day, still with the Californian licence plate “DUG UP”.

Sandra West with her 1964 Ferrari 330 America.

Cars (for fraudulent purposes being buried or otherwise secreted away is a not uncommon practice (some have even contained a dead body or two) but there’s at least one documented case of an individual being, in accordance with a clause in their will, buried in their Ferrari.  Sandra West (née Hara, 1939-1977) became a Beverly Hills socialite after marrying Texas oil millionaire and securities trader Ike West (1934-1968) and as well as jewels and fur coats (then socially acceptable evening wear), she developed a fondness for Ferraris.  Her husband died “in murky circumstances” in a room of the Flamingo Hotel in Las Vegas and while the details of his demise at a youthful 33 seem never to have been published, he had a history of drug use and “health issues” related to his frequent and rapid fluctuations in weight.  His widow inherited some US$5 million (then a considerable fortune) so the LA gossip columnists adjusted their entries from “Mrs West” to “Sandra West, Beverly Hills Socialite and Heiress”.  Her widowed life seems not to have been untroubled and her death in 1977 was certainly drug-related although sources differ about whether it was an overdose of some sort or related to the injuries she’d suffered in an earlier car accident.

Sandra West's burial.  The legal proceedings related to the contested "burial clause" had been well publicized and the ceremony attracted a large crowd.

She left more than one will but a judge ultimately found one to be valid and it included a clause stating she must be buried “…in my lace nightgown … and in my Ferrari with the seat slanted comfortably.”  Accordingly, after a two month delay caused by her brother contesting the “burial clause”, Mrs West’s appropriately attired body was prepared while the Ferrari was sent (under armed guard) by train to Texas where the two were united for their final journey.  Car and owner were then encased in a sturdy timber box measuring 3 metres (10 feet) x 2.7 m (9 feet) x 5.8 m (19 feet) which was transported by truck to San Antonio for the ceremony, conducted on 4 May 1977 in the Alamo Masonic Cemetery (chartered in 1848, the Ancient Free and Accepted Masons in 1854 purchased this property because of the need for a burial ground for Freemasons).  It was an unusual ceremony in that a crane was used carefully to lower the crate into an obviously large grave while to deter “body snatchers” (who would be interested in exhuming car rather than corpse), a Redi-mix truck was on-hand to entomb the box in a thick layer of concrete.  In a nice touch, her grave lies alongside that of her husband and has been on the itinerary of more than one tourist operator running sightseeing tours.  Mrs West owned three Ferraris and it’s not clear in which her body was laid; while most reports claim it was her blue, 1964 330 America (s/n 5055), some mention it as a 250 GTE but 330 America #5055 has not since re-appeared (pre-modern Ferraris carefully are tracked) so that is plausible and reputedly it was “her favourite”.  Inevitably (perhaps sniffing the whiff of a Masonic plot), conspiracy theorists have long pointed out the only documentary evidence is of “a large crate” being lowered into the grave with no proof of what was at the time within.  However, given burial clause was ordered enforceable by a court, it should be assumed that under the remarkably plain gravestone which gives no indication of the unusual event, rests a Ferrari of some tipo.