1964 Porsche 904 Carrera GTS. A masterwork in the annals of badging: cursive lettering, gold-anodised finish, canted 45-degrees, and unique placement flowing over the curved transition from rear deck to rear quarter panel
Free-flowing cursive script is not often seen on automobiles today. It still survives at Alfa Romeo, Lamborghini, Maserati and Porsche. Outside this quartet it is rare indeed. In days past, cursive was common throughout the industry.
Such longhand script was often utilized to enable casting a complete badge out of a single piece of metal. The alternative was to either run block letters together, or connect individual block characters with a bar across the top (à la Ferrari,) a bar at the bottom (typified by BMW and Mercedes-Benz) or through the centre in the style of Alfa Romeo.
Pre-war cars used cursive scripting almost exclusively, although badging itself was generally minimal or nonexistent. In the 1900’s manufacturer nameplates were usually affixed only to the front of the radiator, and model designations were not displayed. In the thirties, even this practice declined, with most vehicles displaying the manufacturer’s name only via a stylized logo atop the radiator shell. After the war, marque and model badging began proliferating and begat its own art form.
Prototype Lamborghini V12, with chief designer Giotto Bizzarrini, Ferrucio Lamborghini and chassis designer Gian Paolo Dallara. Sant’Agata, Italy, 1963
Please join me in saluting ten automobile engines that conquered time and defied obsolescence. Engines with staying power. All have all been offered for sale in the world’s most competitive markets for over 40 years. They represent a full range, from inline and opposed twins to V12’s in sizes ranging from 0.4 litre to 6.8 litres. Some were conceived as cost-no-object exercises; others, humble workhorse engines of the people. Still others were robust mainstream powerplants that attained immortality in the crucible of competition. A few are still available.
The test of time may well be the harshest test of all. Styles change and the public’s tastes and requirements change. Yet a cohesive, intelligent and functional design can sometimes overcome these obstacles. I have assembled a list of ten cars that enjoyed a lifespan of twenty years or more. The requirements were fairly simple; a candidate had to be mass-produced and sold as a passenger car for at least two decades by its original manufacturer in basically the same design configuration with no more than superficial changes.
In order of decreasing longevity, here are the survivors: