Favorite Car Ads: 1934 Tatra 77

1934 Tatra 77

1934 Tatra 77

It’s a shame that Tatra isn’t better known to American auto enthusiasts, because the Czechoslovakian automaker produced some of the most interesting cars and trucks of the industry’s first century.

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Known today for burly, off-road-capable commercial trucks, Tatra was in the passenger-car business until 1999. Though some of the company’s later car designs could be generously described as clunky, its prewar streamliners were the stuff of science fiction—in a wonderful way.

The streamliners, so dubbed for their intentionally aerodynamic profiles, were produced between 1934 and 1939. A post-war series of cars, the 600 and 603, were designed in a similar vein, but are generally not considered to be streamliners.

Streamline Madness! A Gallery of Automotive Aerodynamics in Print Ads

Tatra 77 Ad

Tatra 77 Ad

The advertisement here—and it is an ad, though this same artwork was also used for a brochure—highlights the aerodynamic shape of the first Tatra streamliner model, the 77. Though the wordless nature of the ad may seem esoteric, it made a lot of sense. Czechoslovakia itself was not a major auto market, and Tatra sold vehicles in many European countries, all with their own languages. Thus, wordless ads worked well for a company looking to deliver a consistent message in multiple markets.

But forget that. What strikes me about the artwork is how air, or atmosphere, is so simply depicted as a menace, and the Tatra 77 shown to be unaffected by it. This ad is brilliant in its simplicity.

For a look at another pioneering aerodynamic car, check out the Rumpler Tropfenwagen, a German movie star dating back to 1921.

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Tatra 77 Ad Gallery

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Tatra 77

Favorite Car Ads: 1949 Ford

Tatra 77

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Forgotten Concept: ZIL-4102

ZIL 4102 Concept

ZIL-4102 Concept

Forgotten Concepts, Forgotten Concepts

This is an installment in a series of posts looking back on show cars that we feel deserved a little more attention than they got. If you have a suggestion for a Forgotten Concept topic, please shoot us a line or leave a comment below.

ZIL-4102

First Shown: 1988 private event near Moscow

Description: Large luxury sedan/limousine

Sales Pitch: “Modern update on the ZIL-4104.”

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ZIL 4102

ZIL-4102 Concept

Details:

First shown in 1988 at a private preview in Moscow for Soviet leaders (including then President Mikhail Gorbachev), the ZIL-4102 from Russian automaker ZIL was designed to replace the dated ZIL-4104–a ponderous, slab-sided limousine which was first produced in 1978, but had been out of production since 1983.

Like the 4104 (an image of which can be found in our gallery below), the 4102 was meant to serve as transportation for high-ranking Russian officials, and as a chauffeured limousine for the highest-ranking leaders. The 4102 broke with ZIL (Zavod imeni Likhacheva–literally, Likhacheva factory) in two ways. First, it was to be available with a V6 engine—all prior ZILs were V8 powered—and second, it was to feature unibody construction—also novel for ZIL.

Three engines were scheduled for use in the planned production versions of the 4102: a 4.5-liter V6, a 6.0-liter V8, and a mammoth 7.0-liter V8 diesel. Two transmissions were also on the drawing board: a 4-speed automatic, and, intriguingly, a 5-speed manual.

Unfortunately, ZIL never shared basic specs for the 4102, so we have nothing to share in that regard. Rumor has it that the contemporaneous Mercedes-Benz S-Class was referenced by designers of the car, though the 4102 looks longer than that to us.

Two prototype 4102s were built—charmingly named Mishka and Rayka, affectionate nicknames applied to Gorbachev and his wife Raisa. (It’s unclear which prototype—one was blue, the other tan—was which.)

Stories vary on why the 4102 failed to see production. The most interesting is that Gorbachev himself nixed the project, having recently railed against the excessive perks with which Soviet officials were rewarding themselves.

There are some reports that a third 4102 prototype was fabricated in 1990, but history seems unclear on why that was.

Forgotten Concept: Holden Efijy

ZIL-4102 Concept ZIL-4102 Concept

ZIL-4102 Concept

CG Says:

One of the most intriguing elements of cold-war Soviet vehicles is that they all appear to have been stubbornly built without any consideration for design, but then are contrastingly finished with Western-looking grilles and trim bits. At some point you have to wonder why the Soviets even bothered with capitalist-inspired niceties such as chrome or wheel covers.

While the 4102 appears to have been designed to look at least a little like a European luxury vehicle, the end product is something akin to a peanut-allergic Volvo after a chance encounter with a Payday bar. Some of the ungainliness may have come from the car’s dual purpose, since it was designed as a personal-use car for some, and as a chauffeured ride for others.

Two thoughts about the interior: First, check out that sickle-handle gear-selector knob. Secondly, I can’t tell if the car is equipped with a radio or not. Any guesses?

Forgotten Concept: Cadillac Voyage

ZIL 4102-Concept

ZIL-4102 Concept

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ZIL-4102 Concept Gallery

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ZIL-4102

Forgotten Concept: Mercury Meta One

ZIL-4102

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