For the first time ever, a remarkable collection of six General Motors Concept Cars from the glamorous 1950s has been united in a stunning new exhibition at the Petersen Automotive Museum in Los Angeles. These vehicles, five meticulously restored and one preserved in its original, untouched condition after decades in a Detroit junkyard, represent the pinnacle of American automotive design and the visionary spirit of the concept car.
Dubbed “GM’s Marvelous Motorama: Dream Cars from the Joe Bortz Collection,” this exhibition is a must-see for anyone fascinated by automotive history and the artistry of car design. The collection showcases the extravagant and forward-thinking designs that emerged from General Motors during the golden age of American car culture. Among the highlights are several deeply personal creations from legendary GM Design Chief Harley Earl, conceived as a parting gift before his retirement after an illustrious 31-year career.
The star-studded lineup includes:
- 1953 Buick Wildcat
- 1953 Pontiac Parisienne
- 1954 Pontiac Bonneville Special
- 1955 LaSalle II Roadster
- 1955 LaSalle II Sedan
- 1955 Chevrolet Biscayne
“The Motoramas were a pivotal moment in automotive history, yet few exhibits have truly captured the magic that Harley Earl and GM brought to life. We are incredibly honored to present Joe’s extraordinary collection of ‘Dream Cars’ to automotive enthusiasts from across the globe,” stated Terry Karges, Executive Director of the Petersen Museum, emphasizing the significance of these concept cars.
Joe Bortz: The Concept Car Rescuer
Joe Bortz, a Chicago-based restaurateur, developed a passion for concept cars as a child, captivated by the flamboyant vehicles displayed at auto shows and exclusive automaker previews during the 1950s. This early fascination blossomed into a dedicated mission in the 1980s when Bortz began his journey of collecting and preserving these historic concept cars. His initial acquisitions included the Buick Wildcat – the first in a trilogy of “Wildcat” concept cars by GM in the 1950s – along with the Pontiac Parisienne and Bonneville Special.
In an era when corporate history wasn’t prioritized, GM’s standard practice was to destroy concept cars after their promotional lifespan ended. Their purpose was to generate excitement at auto shows and GM’s traveling Motorama exhibitions, after which they were deemed expendable.
The 1953 Buick Wildcat concept car, a highlight of the GM Motorama exhibition, showcasing its innovative design and push-button doors.
“Thankfully, some concept cars were secretly saved by forward-thinking executives and designers who couldn’t bear to see these automotive masterpieces destroyed,” Bortz explained. As word spread about Bortz’s unique collection and restoration efforts, retired GM designers, who had sheltered rescued concept cars in their garages for decades, began reaching out, entrusting him to safeguard their cherished “babies.”
Masterpieces Unearthed from Obscurity
The Petersen exhibition masterfully blends three of Bortz’s earliest acquisitions with three remarkable finds from the legendary Warhoops discovery. This junkyard find unveiled a cache of cars that GM executives had ordered to be destroyed as a cost-cutting measure during the 1958 recession.
Harry Warholak Sr., a car-loving junkyard owner, intervened when GM transported the two LaSalle concepts, the Biscayne, and other classic vehicles to his Warhoops junkyard in Sterling Heights for demolition. Warholak secretly preserved these automotive treasures for decades, while rumors of a hidden trove of decaying dream cars circulated within the classic car community.
Bortz’s persistence led him to the reclusive Warholak, where he glimpsed the junkyard’s hidden gems. Ultimately, he acquired these vehicles, including the three now showcased at the Petersen, rescuing them from oblivion and ensuring their preservation for future generations.
The 1955 Chevrolet Biscayne concept car, a significant piece in automotive concept history, highlighting its influence on future Chevrolet designs.
“It’s exceptionally rare to witness so many of these GM Motorama cars assembled in one location,” commented Matt Anderson, Transportation Curator at the Henry Ford Museum and Greenfield Village in Dearborn. “These concept cars served a dual purpose, acting as marketing tools as much as showcases for technology and design innovation. Once the auto show season concluded, concept cars were simply considered assets to be replaced by newer concepts.”
Anderson further emphasized the importance of preservation: “We are deeply indebted to individuals like Joe Bortz, who diligently sought out and protected these remarkable cars over the years. His collection of dream cars is truly unparalleled.”
Echoes of the Jet Age and Harley Earl’s Legacy
The exhibition’s design recreates the vibrant atmosphere of GM’s original Motorama events, enhancing the visitor experience and immersing them in the era of these concept cars. The GM Heritage Center contributed original artwork from brochures and advertising materials, adorning the walls behind several vehicles. For other cars, the backdrops feature wall-sized photographs capturing the bustling crowds at the Waldorf hotel ballroom in New York, eager to witness these automotive marvels.
“The exhibition’s presentation is so authentic, it feels as if Harley Earl himself returned to oversee its design,” Bortz remarked, highlighting the meticulous attention to detail in recreating the Motorama ambiance.
Let’s delve into the details of each concept car on display:
1953 Buick Wildcat
The Buick Wildcat, the first of three Buick concept cars to grace the Motorama stage, made its debut at the Los Angeles Auto Show. A captivating anecdote shared by Bortz recounts the car’s eventful journey to its debut. The car-hauler transporting the Wildcat suffered a flat tire en route, causing it to arrive after the auditorium doors had closed for the night. With time on their hands and a stunning one-of-a-kind convertible at their disposal, the drivers decided to take it for a spin on the then-new LA freeways. Lost in an unfamiliar city, their impromptu joyride led them through residential neighborhoods until a curious LAPD officer pulled them over, eventually escorting the Wildcat back to its intended destination.
A detailed view of the 1954 Pontiac Bonneville Special concept car, emphasizing its bubble-top design and aviation-inspired styling cues.
The Wildcat boasted innovative features such as push-button operated doors and front-wheel hubs that remained stationary while the wheels rotated. This groundbreaking concept car was powered by a 188-horsepower, 5.3L inline eight-cylinder engine, affectionately known as a “straight eight.”
1953 Pontiac Parisienne
Distinguished as the sole steel-bodied concept car in the exhibition, the Pontiac Parisienne was rooted in the 1953 Pontiac Chieftain production convertible. Like the majority of the showcased cars, excluding the two LaSalle II models, the Parisienne is in operational condition. Conceived as a chauffeur-driven town car, this concept incorporated hydraulics to automatically move the front passenger seat forward when a rear door was opened, enhancing passenger ingress and egress. The front seat was upholstered in striking “Roulette pink” cowhide, while the rear bench featured luxurious black, button-tufted nylon. The Parisienne’s roofline was notably seven inches lower than its production counterpart, lending it a sleeker profile. Powering the Parisienne was a 4.4L inline eight-cylinder engine, producing 122 hp.
1954 Pontiac Bonneville Special
Remarkably, every component of the Bonneville Special on display is original to the show car, even down to the tires. According to Bortz, “The only updates are rebuilt and repainted carburetors and a brake master cylinder. There might even be some 70-year-old air remaining in the tires!” The Bonneville Special’s distinctive bubble-top design exemplifies the numerous aviation-inspired elements prevalent in GM’s 1950s concept cars, reflecting the era’s fascination with jet aircraft. The Bonneville Special was propelled by a 4.4L inline eight-cylinder engine generating 230 hp.
1955 LaSalle II Roadster and Sedan
Bearing the LaSalle II badge, a brand that never materialized in production, these two concept cars were Harley Earl’s personal homage to La Salle, a lower luxury marque produced by GM from 1927 to 1940. Earl’s initial role at GM was designing the 1927 La Salle, making this tribute particularly meaningful. The LaSalle II roadster and sedan are the only non-running vehicles in the exhibit.
The 1955 LaSalle II concept car duo, showcasing both the restored roadster and the unrestored sedan, illustrating the contrasting states of concept car preservation.
Bortz undertook the restoration of the roadster from its dilapidated state, but deliberately left the sedan in its original junkyard condition, serving as a poignant reminder of the neglect endured by many historic show cars. Uniquely, the badges on the LaSalle II roadster, unlike those on production La Salle vehicles, feature a dog profile – a tribute to Earl’s beloved family dog, who passed away during the concepts’ development. Remarkably compact, the sedan measured just 180 inches in length, a foot shorter than a 1955 Chevrolet Bel Air. Both LaSalle II concepts are equipped with a 2.5L V6 engine, estimated to produce 150 hp.
1955 Chevrolet Biscayne
The Biscayne concept car represented an early exploration into the compact car segment for Chevrolet, while also serving as a platform to showcase the brand-new Chevrolet small-block V8 engine. While many of the Biscayne’s distinctive styling cues were not adopted for production models, its rear-end design significantly influenced the Corvair, another compact car proposal GM was evaluating concurrently with the Biscayne. The Biscayne’s wide stance contributed to a spacious interior, and its tinted upper windshield section foreshadowed a feature that would debut on 1959 Chevrolets. Under the hood, the Biscayne housed a 4.3L V8 engine, delivering 215 hp.
Visiting the Petersen Automotive Museum
Hours: 10 a.m. – 5 p.m. daily. Admissions close at 4:30 p.m.
Address: 6060 Wilshire Blvd., Los Angeles, CA, 90036
For detailed information, including ticket options and prices, please visit https://www.petersen.org/visit.
This extraordinary exhibition of GM concept cars offers a rare glimpse into the innovative and imaginative world of automotive design during the Motorama era. It is a testament to the vision of Harley Earl, the dedication of collectors like Joe Bortz, and the enduring allure of the concept car.
