This BMW reminded me of how rarely automobiles in the United States display customized paint schemes.
The only time I can remember when this has been a mass-market phenomenon was during the surfer van boomlet of the 1970s. Elaborate murals and other graphic treatments were quite common (at least in southern California).
The custom exterior of vans was often matched by an interior that could include “soft lighting, shag carpeting, mirrors, wine racks, water beds, and refrigerators” (Heitmann, 2018; p. 203). This could get expensive — which may help explain why the van fad died out in the recession of the early-1980s.
One might also point out that the young people who were most attracted to these “love making machines” eventually grew up (Heitmann, 2018; p. 203).
A BMW with a Pacific Northwest vibe
Since then fancy graphics such as on this circa 2005 BMW 550i have not been very common. This particular car, which I found in a small town in western Washington, has a regional vibe with its Native American and howling-coyote imagery.
I am not dialed into contemporary popular culture enough to guess what most of the rest of the car’s iconography is supposed to refer to aside from a “Baby on Board” decal on the rear window. Readers are invited to offer their thoughts.
Why are front yards more customized than cars?
This BMW raises a question for me: Why do fewer Americans apparently give their vehicles a unique look than they do the front yard of their house?
Are most car owners satisfied with an industrialized form of individuality (“I’m more of a BMW kind of person than a Lexus person”) but are uncomfortable with paint schemes that display more individuality? When they are on the road would they prefer to blend in with the crowd?
Or is the relative rarity of customization primarily a practical decision, such as to avoid the added cost and hassle of a paint wrap that might need to be removed before selling one’s car?
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RE:SOURCES
- Heitmann, John; 2018. The Automobile and American Life. Second edition. McFarland & Co., Jeferson, North Carolina.
ADVERTISING & BROCHURES:
- oldcarbrochures.org: Ford Econoline (1975)
This is sarcasm, am I right? Should I count the custom car (and truck, race car, golf car) segments? The low rider community, kustom kemps, rat rods, tuners…what am I missing here? The advent of full vinyl wraps has brought creative graphics to a whole new level. Kinda dig that wrapped BMW. Wonder what the owner will do next?
Dude, I’m talking mass market.
I’d guess because either a) they have no imagination, b) they don’t see their car as a blank canvas for free expression anyway (though so many nowadays are white…), c) they can’t afford it, d) they fear upsetting their local home owner’s association or maybe e) they’re afraid of wiping out their trade-in valuation.
Seriously, if I lived in a city I’d be afraid of some vandal tagging my car if I had it decorated like that. Maybe that could be reason F?
That reminds me of the custom van craze and that Diet-Pepsi ad aired in Canada around 2004.
A large percentage of new cars are leased,and people cannot modify their cars, since they don’t own them. It used to be that older cars used to be customized and repainted, however the cost of repainting has increased dramatically, often exceeding the value of the older car. I also think that people don’t like to call undue attention to themselves, with so much concern over road rage.
I’m not familiar with wraps, so I don’t know how much they cost. I do see quite a few cars with Anime style decals.
Vinyl wraps have changed…should I say it?…the face of automotive painting. There are still some airbrush artists out there that can lay down some awesome designs, but the ability to lay out a creative and realistic design on screen opens up a whole new world of potential canvases for digital artists that want get some visibility.
Much like the BMW example, a design can be fit to the vehicle for the best effect. And later that BMW owner, when he grows tired of the theme, can remove the wrap without damaging his vehicle and have another creation applied.
The cost of a wrap has dropped significantly in the past few years and NASCAR teams can change up car’s graphics overnight, moving sponsor logos around and adding or subtracting sponsors from track to track.
I’m not sure how manufacturers could offer customized paint but there are motorcycle, bicycle and boat manufacturers doing it. “I’ll take one Barbie graphic theme package, please. But go easy on the Ken images. I never did trust that guy.”