Lancia Loraymo and The Loewy Logic of Industrial Design.
This as an automotive mystery chronicling the birth, near-death, discovery and restoration of Raymond Loewy’s Loraymo, a car which Loewy designed as a personal project to advertise the Loewy brand. Built for the 1960 Paris Motor Show, it garnered enormous publicity for a few short years, and then disappeared. Twenty years later, the Loraymo was discovered in a scrap yard in Sacramento, CA, missing its original drive train, and about to be crushed.
Researched and written by journalist Brandes Elitch, the story is a journey recalling the history of the car, its famous designer, and the Lancia marque. Elitch elaborates on the history of automobile design, particularly from the standpoint of Loewy, who is recognized as one of the founding Fathers of Industrial Design.
This is a fascinating story of one of the most mysterious show cars of the post-war period. It is a gripping tale in 128 pages that includes exclusive, unpublished, and historically significant photos and illustrations.
English, Hardbound, 128 pages, 2016, Brandes Elitch, Fetherston Publishing.