The American Dream: Hot Rods & Custom Rods

In the 1950s, the so-called Hot Rods emerged in the western United States. Many Hot Rods were based on prewar Fords and Chevrolets, but they were heavily modified.

Not only was the bodywork heavily modified, but the engine was also tuned or replaced with a more powerful one. Modifying the bodywork involved lowering the roof (the so called chopping) and lowering the entire body, the so called channelling. The car therefore remained more or less recognizable. In general they were two seaters with fairly simple interiors. The engines were often visible so that people could admire the often beautiful, chrome plated details of the engine. According to purists, this type of rods are the real original Hot Rods. A fine example of this car culture has recently gone on display at the Louwman Museum. It is the Golden Deuce, where the name Deuce refers to the fact that the car is originally a 1932 Ford.

Although these cars were also suitable for everyday use, it was still obvious that, as a result of the greatly improved performance, they would be used to take part in so called drag race competitions. The aim was to cover a quarter mile (404 meters) from a standing start, in a straight line, as fast as possible. You raced against another driver and, through a process of elimination, there was ultimately one winner. This branch of sport, which originated in the western United States, has grown into one of the most watched sports in America.

The Hot Rods also live on in music. Artists from California such as the Beach Boys and the duo Jan and Dean have produced major hits that referred to such vehicles.

Before long, more lightweight, minimalist vehicles built specifically for drag races appeared: dragsters. Shows were organized where these kinds of cars were displayed in large numbers and in all their glory. Decked out in extravagant colors and large amounts of chrome, these shows still attract very large crowds to this day. Special vehicles were even built just for these kinds of exhibitions. This type evolved into what later became known as Show Rods, or also Custom Rods.

This type of car was actually unsuitable for everyday use and literally only meant for show. In the Louwman Museum, the Lincoln Sedan Delivery Deco Liner is a prime example of this movement.

The development of Custom Rods could be seen as an outgrowth of what in the fifties and sixties were called concept cars. The big car manufacturers from Detroit did the same thing. With these kinds of previews they give the potential car buyer a look behind the scenes at the future of (especially the appearance of) the American car.

The designers of the custom rods were very well known in America. Two of the most prominent names are George Barris and Ed Roth. The former, for example, designed and built Batman's car, the Batmobile.

That designs like this are still appreciated today can be seen from the fact that the original Batmobile was recently auctioned for several million dollars.

The fact that Hot Rods became so popular did not go unnoticed in Detroit. In the late nineteen sixties the various major manufacturers developed so called muscle cars. These were sportier versions of the original, slightly dull concept. It looked like a standard production car but under the hood there was a very powerful engine, usually 7000 cc and producing close to 400 hp. Unfortunately, the oil crisis of 1973 meant that demand fell far short of expectations, making the number that still exist today scarce. The Plymouth Road Runner Superbird in the Louwman Museum is a magnificent example of the ultimate muscle car.

Building both the original Hot Rod and the Custom Rod has really always remained a hobby industry. The production of this type of car has, whether intentionally or not, been avoided by the major manufacturers. The only attempt that has been made in this area could be the Dodge Prowler. With a bit of imagination, you could see a Street Rod in it. However, some modifications to the engine would be desirable!

Nowadays the more modern Street Rods are still based on the older models of the American car industry, especially from the fifties and sixties. Although this still has a very strong American character, there is also a hot rod culture in Europe. The cars may be a bit less flamboyant, but the quality of the builders craftsmanship is unmistakable.

Despite the fact that it is an event strongly tied to traditions, a new trend is emerging: the "Rat Rod".

This type is distinguished by the fact that the changes made to the bodywork appear to be unfinished. However, this is an illusion. The car is just as clean and tight as a real hot rod should be, but with a rough, rusty look.

The "movement" is also alive in the Netherlands. There are shows here too where people can admire the different types of Rods. Whether you find them beautiful or ugly is beside the point; the craftsmanship required to build these cars is unmistakable. On top of that, it is something completely different!

Peter Helbach