Virgil Exner
Encyclopedia
Virgil Max "Ex" Exner, Sr. was an automobile
design
er for numerous American
companies, notably Chrysler and Studebaker
. He is known for his "Forward Look
" design on the 1955-1963 Chrysler products and his fondness of fin
s on cars for both aesthetic and aerodynamic reasons.
, Virgil Exner was adopted by George W. and Iva Exner as a baby. Virgil showed a strong interest in art
and automobiles. He studied art at the University of Notre Dame
in Indiana
but, in 1928, dropped out after two years due to lack of funds. He then took a job as a helper at an art studio specializing in advertising. In 1931 he married Mildred Marie Eshleman, who also worked for the studio and, on April 17, 1933, they had their first child, Virgil Exner Jr. By that time, Exner Sr. had been promoted to drawing advertisements for Studebaker
trucks. They had a second son in 1940, Brian, who died of injuries after falling from a window.
. Before age 30, he was in charge of Pontiac styling.
In 1938, he joined Raymond Loewy
's industrial design firm Loewy and Associates, where he worked on World War II
military vehicles and cars, notably Studebaker's 1939-40 models, and advance plans for their revolutionary post-war cars. "But working on Studebaker designs… Exner struggled to get the attention of his boss, who had to sign off on every facet of the designs. Exner was encouraged by Roy Cole, Studebaker’s engineering vice president, to work on his own at home on backup designs in case the company’s touchy relationship with Loewy blew up".
In 1944, he was fired by Loewy and was hired directly by Studebaker
in South Bend, Indiana
. There he was involved in the design of some of the first cars to be produced after World War II (Studebaker's slogan during this period was "First by far with a post war car"). As acknowledged by Robert Bourke, Virgil was the final designer of the acclaimed 1947 Studebaker Starlight
coupe, though Raymond Loewy received the public acknowledgment because his legendary name was a major advertising attraction. Exner is actually listed as sole inventor on the design patent
. Rivalry and bad feeling between the two resulted in Exner having to leave Studebaker, whose engineering chief Roy Cole provided personal introductions for him to Ford and Chrysler
.
's Advanced Styling Group, where he partnered with Cliff Voss and Maury Baldwin. There he also worked with Luigi "Gigi" Segre
, of Italian
car company Carrozzeria Ghia
S.p.A. The men created a strong personal bond, which helped link the companies closely throughout the 1950s. The alliance produced the Chrysler Ghia designs, such as the 1952 Chrysler K-310, as well as the Chrysler d'Elegance and DeSoto Adventurer.
Inspired by the Lockheed
P-38 Lightning
, GM's Harley Earl incorporated small "fins" on the rear fenders of the 1948 Cadillac
models. Exner saw the design detail (also being experimented with by some Italian manufacturers) and made it his own by enlarging the fins and making them a more prominent feature. Exner believed in the aerodynamic benefits of the fins and even used wind tunnel testing at the University of Michigan
— but he also liked their visual effects on the car. They were showcased on the first cars designed under his full supervision for sale: the 1955 Chrysler 300 series, and the Imperial
. The hardtop versions of 1957 Chrysler Corporation cars also featured compound curved glass, the first to be used in a production car.
These fin designs also premiered his "Forward Look
." In the late 1940s, Chrysler had been behind the times in terms of styling with what were considered tall, boxy cars. Exner lowered the roofline and made the cars sleeker, smoother and more aggressive. With a long hood and short deck, the wedgelike designs of the 300 series and revised 1957 models suddenly brought Chrysler to the forefront of design, with Ford
and General Motors quickly working to catch up. Advertising campaigns for the 1957 model year sang that "Suddenly, it's 1960!" In June of that year Exner and his team were awarded the Industrial Designers' Institute's Gold Medal Award.
In 1956, during the design of the 1961 models, Exner had a heart attack. He resumed work in 1957, working on the designs for the 1962 cars. On July 25, 1957, Exner was elected the first Vice President of Styling at Chrysler. Unfortunately, a rumor that GM was reducing the size of their cars caused the President of Chrysler, Lester Lum ("Tex") Colbert, to order Exner to do the same to his 1962 design — a change Exner disagreed with, thinking it would make his cars "ugly." This change, coupled with build quality problems, reduced the cars' appeal and caused a significant drop in sales. It turned out that the rumor was false and consumers disliked the smaller Plymouth and Dodge cars introduced for 1962, the styling of which was bizarre compared to more sedate Ford and GM products. Needing a scapegoat, Chrysler brass fired Exner. He was allowed to retain a position as a consultant so he could retire with pension at age 55. He was replaced by Elwood Engel
, who had been lured from Ford. Engel was highly regarded for his design of the classic 1961 Lincoln Continental.
Fins soon lost popularity. By the late 1950s, Cadillac and Chrysler had escalated the size of fins till some thought they were stylistically questionable and they became a symbol of American excess in the early '60s. The 1961 models are considered the last of the "Forward Look
" designs; Exner later referred to the finless 1962 full-size Chrysler and Imperial models as "plucked chickens".
. He also teamed up with his son, Virgil Exner Jr., designing watercraft for Buehler Corporation. In 1963, he designed a series of "Revival Cars" with production plans. His revival of Duesenberg
failed, but he was instrumental in the revival of Stutz
in the 1970s.
He died on December 22, 1973 at the William Beaumont Hospital
in Royal Oak, Michigan
.
Automobile
An automobile, autocar, motor car or car is a wheeled motor vehicle used for transporting passengers, which also carries its own engine or motor...
design
Design
Design as a noun informally refers to a plan or convention for the construction of an object or a system while “to design” refers to making this plan...
er for numerous American
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
companies, notably Chrysler and Studebaker
Studebaker
Studebaker Corporation was a United States wagon and automobile manufacturer based in South Bend, Indiana. Founded in 1852 and incorporated in 1868 under the name of the Studebaker Brothers Manufacturing Company, the company was originally a producer of wagons for farmers, miners, and the...
. He is known for his "Forward Look
Forward Look
Forward Look was a design theme employed by Virgil Exner in styling the 1955 through 1961 Chrysler Corporation vehicles.When Exner joined Chrysler, the company's vehicles were being fashioned by engineers instead of designers, and so were considered outmoded, unstylish designs...
" design on the 1955-1963 Chrysler products and his fondness of fin
Fin
A fin is a surface used for stability and/or to produce lift and thrust or to steer while traveling in water, air, or other fluid media, . The first use of the word was for the limbs of fish, but has been extended to include other animal limbs and man-made devices...
s on cars for both aesthetic and aerodynamic reasons.
Early life
Born in Ann Arbor, MichiganAnn Arbor, Michigan
Ann Arbor is a city in the U.S. state of Michigan and the county seat of Washtenaw County. The 2010 census places the population at 113,934, making it the sixth largest city in Michigan. The Ann Arbor Metropolitan Statistical Area had a population of 344,791 as of 2010...
, Virgil Exner was adopted by George W. and Iva Exner as a baby. Virgil showed a strong interest in art
Art
Art is the product or process of deliberately arranging items in a way that influences and affects one or more of the senses, emotions, and intellect....
and automobiles. He studied art at the University of Notre Dame
University of Notre Dame
The University of Notre Dame du Lac is a Catholic research university located in Notre Dame, an unincorporated community north of the city of South Bend, in St. Joseph County, Indiana, United States...
in Indiana
Indiana
Indiana is a US state, admitted to the United States as the 19th on December 11, 1816. It is located in the Midwestern United States and Great Lakes Region. With 6,483,802 residents, the state is ranked 15th in population and 16th in population density. Indiana is ranked 38th in land area and is...
but, in 1928, dropped out after two years due to lack of funds. He then took a job as a helper at an art studio specializing in advertising. In 1931 he married Mildred Marie Eshleman, who also worked for the studio and, on April 17, 1933, they had their first child, Virgil Exner Jr. By that time, Exner Sr. had been promoted to drawing advertisements for Studebaker
Studebaker
Studebaker Corporation was a United States wagon and automobile manufacturer based in South Bend, Indiana. Founded in 1852 and incorporated in 1868 under the name of the Studebaker Brothers Manufacturing Company, the company was originally a producer of wagons for farmers, miners, and the...
trucks. They had a second son in 1940, Brian, who died of injuries after falling from a window.
General Motors
His first work in design was for General Motors, where he was hired by GM styling czar Harley EarlHarley Earl
Harley J. Earl was first Vice President of Design at General Motors. He was an industrial designer and a pioneer of modern transportation design. A coachbuilder by trade, Earl pioneered the use of freeform sketching and hand sculpted clay models as design techniques...
. Before age 30, he was in charge of Pontiac styling.
Loewy and Associates
Raymond Loewy
Raymond Loewy was an industrial designer, and the first to be featured on the cover of Time Magazine, on October 31, 1949. Born in France, he spent most of his professional career in the United States...
's industrial design firm Loewy and Associates, where he worked on World War II
World War II
World War II, or the Second World War , was a global conflict lasting from 1939 to 1945, involving most of the world's nations—including all of the great powers—eventually forming two opposing military alliances: the Allies and the Axis...
military vehicles and cars, notably Studebaker's 1939-40 models, and advance plans for their revolutionary post-war cars. "But working on Studebaker designs… Exner struggled to get the attention of his boss, who had to sign off on every facet of the designs. Exner was encouraged by Roy Cole, Studebaker’s engineering vice president, to work on his own at home on backup designs in case the company’s touchy relationship with Loewy blew up".
Studebaker Corporation
Studebaker
Studebaker Corporation was a United States wagon and automobile manufacturer based in South Bend, Indiana. Founded in 1852 and incorporated in 1868 under the name of the Studebaker Brothers Manufacturing Company, the company was originally a producer of wagons for farmers, miners, and the...
in South Bend, Indiana
South Bend, Indiana
The city of South Bend is the county seat of St. Joseph County, Indiana, United States, on the St. Joseph River near its southernmost bend, from which it derives its name. As of the 2010 Census, the city had a total of 101,168 residents; its Metropolitan Statistical Area had a population of 316,663...
. There he was involved in the design of some of the first cars to be produced after World War II (Studebaker's slogan during this period was "First by far with a post war car"). As acknowledged by Robert Bourke, Virgil was the final designer of the acclaimed 1947 Studebaker Starlight
Studebaker Starlight
The Starlight coupe was a unique 2-door body style offered by Studebaker Corporation of South Bend, Indiana from 1947-1952 in its Champion and Commander model series...
coupe, though Raymond Loewy received the public acknowledgment because his legendary name was a major advertising attraction. Exner is actually listed as sole inventor on the design patent
Design patent
In the United States, a design patent is a patent granted on the ornamental design of a functional item. Design patents are a type of industrial design right. Ornamental designs of jewelry, furniture, beverage containers and computer icons are examples of objects that are covered by design...
. Rivalry and bad feeling between the two resulted in Exner having to leave Studebaker, whose engineering chief Roy Cole provided personal introductions for him to Ford and Chrysler
Chrysler
Chrysler Group LLC is a multinational automaker headquartered in Auburn Hills, Michigan, USA. Chrysler was first organized as the Chrysler Corporation in 1925....
.
Chrysler Corporation
In 1949, Exner started working in ChryslerChrysler
Chrysler Group LLC is a multinational automaker headquartered in Auburn Hills, Michigan, USA. Chrysler was first organized as the Chrysler Corporation in 1925....
's Advanced Styling Group, where he partnered with Cliff Voss and Maury Baldwin. There he also worked with Luigi "Gigi" Segre
Luigi Segre
Luigi "Gigi" Segre was an Italian automotive designer and engineer, leading the Carrozzeria Ghia from 1953, when Mario Boano left, until his death in 1963, from complications during surgery....
, of Italian
Italy
Italy , officially the Italian Republic languages]] under the European Charter for Regional or Minority Languages. In each of these, Italy's official name is as follows:;;;;;;;;), is a unitary parliamentary republic in South-Central Europe. To the north it borders France, Switzerland, Austria and...
car company Carrozzeria Ghia
Carrozzeria Ghia
Carrozzeria Ghia SpA is one of the most famous Italian automobile design and coachbuilding firms, established by Giacinto Ghia and Gariglio as Carrozzeria Ghia & Gariglio, located at 4 Corso Valentino in Turin....
S.p.A. The men created a strong personal bond, which helped link the companies closely throughout the 1950s. The alliance produced the Chrysler Ghia designs, such as the 1952 Chrysler K-310, as well as the Chrysler d'Elegance and DeSoto Adventurer.
Impact on automobile design
When Exner joined Chrysler, the car's body was fashioned by engineers instead of designers — leading to what many thought were old-fashioned, boxy designs on Chryslers of the 1940s and early 50s. Exner fought to change this structuring, and got control over the design process, including the clay prototypes and the die models used to create production tooling. Here he created the Dodge Firearrow concept, constructed by Ghia.Lockheed Corporation
The Lockheed Corporation was an American aerospace company. Lockheed was founded in 1912 and later merged with Martin Marietta to form Lockheed Martin in 1995.-Origins:...
P-38 Lightning
P-38 Lightning
The Lockheed P-38 Lightning was a World War II American fighter aircraft built by Lockheed. Developed to a United States Army Air Corps requirement, the P-38 had distinctive twin booms and a single, central nacelle containing the cockpit and armament...
, GM's Harley Earl incorporated small "fins" on the rear fenders of the 1948 Cadillac
Cadillac
Cadillac is an American luxury vehicle marque owned by General Motors . Cadillac vehicles are sold in over 50 countries and territories, but mostly in North America. Cadillac is currently the second oldest American automobile manufacturer behind fellow GM marque Buick and is among the oldest...
models. Exner saw the design detail (also being experimented with by some Italian manufacturers) and made it his own by enlarging the fins and making them a more prominent feature. Exner believed in the aerodynamic benefits of the fins and even used wind tunnel testing at the University of Michigan
University of Michigan
The University of Michigan is a public research university located in Ann Arbor, Michigan in the United States. It is the state's oldest university and the flagship campus of the University of Michigan...
— but he also liked their visual effects on the car. They were showcased on the first cars designed under his full supervision for sale: the 1955 Chrysler 300 series, and the Imperial
Imperial (automobile)
Imperial was the Chrysler Corporation's luxury automobile brand between 1955 and 1975, with a brief reappearance in 1981 to 1983.The Imperial name had been used since 1926, but was never a separate make, just the top-of-the-line Chrysler. In 1955, the company decided to spin it off as its own make...
. The hardtop versions of 1957 Chrysler Corporation cars also featured compound curved glass, the first to be used in a production car.
Forward Look
Forward Look was a design theme employed by Virgil Exner in styling the 1955 through 1961 Chrysler Corporation vehicles.When Exner joined Chrysler, the company's vehicles were being fashioned by engineers instead of designers, and so were considered outmoded, unstylish designs...
." In the late 1940s, Chrysler had been behind the times in terms of styling with what were considered tall, boxy cars. Exner lowered the roofline and made the cars sleeker, smoother and more aggressive. With a long hood and short deck, the wedgelike designs of the 300 series and revised 1957 models suddenly brought Chrysler to the forefront of design, with Ford
Ford Motor Company
Ford Motor Company is an American multinational automaker based in Dearborn, Michigan, a suburb of Detroit. The automaker was founded by Henry Ford and incorporated on June 16, 1903. In addition to the Ford and Lincoln brands, Ford also owns a small stake in Mazda in Japan and Aston Martin in the UK...
and General Motors quickly working to catch up. Advertising campaigns for the 1957 model year sang that "Suddenly, it's 1960!" In June of that year Exner and his team were awarded the Industrial Designers' Institute's Gold Medal Award.
Elwood Engel
-Early days:Engel first joined General Motors as a student under Harley Earl's watchful eye at GM's school of design. In 1939 he met classmates Joe Oros and George W. Walker at the school. During World War II, Engel served four years in the U.S. Army as a mapmaker, in both the European and Pacific...
, who had been lured from Ford. Engel was highly regarded for his design of the classic 1961 Lincoln Continental.
Fins soon lost popularity. By the late 1950s, Cadillac and Chrysler had escalated the size of fins till some thought they were stylistically questionable and they became a symbol of American excess in the early '60s. The 1961 models are considered the last of the "Forward Look
Forward Look
Forward Look was a design theme employed by Virgil Exner in styling the 1955 through 1961 Chrysler Corporation vehicles.When Exner joined Chrysler, the company's vehicles were being fashioned by engineers instead of designers, and so were considered outmoded, unstylish designs...
" designs; Exner later referred to the finless 1962 full-size Chrysler and Imperial models as "plucked chickens".
Retirement
Exner continued consulting for many car companies from his office in Birmingham, MichiganBirmingham, Michigan
Birmingham is a city in Oakland County of the U.S. state of Michigan and an affluent suburb of Detroit. As of the 2010 census, the population was 20,103...
. He also teamed up with his son, Virgil Exner Jr., designing watercraft for Buehler Corporation. In 1963, he designed a series of "Revival Cars" with production plans. His revival of Duesenberg
Duesenberg
Duesenberg was an Auburn, Indiana based American luxury automobile company active in various forms from 1913 to 1937, most famous for its high-quality passenger cars and record-breaking racing cars.-History:...
failed, but he was instrumental in the revival of Stutz
Stutz
Stutz may refer to:*Harry C. Stutz , American automobile pioneer and manufacturer of luxury cars and fire engines*Josef Stutz , Swiss Conservative politician*Stutz Motor Company, American luxury cars producer...
in the 1970s.
He died on December 22, 1973 at the William Beaumont Hospital
William Beaumont Hospital
Beaumont Hospital is a regional medical system in the greater Detroit, Michigan area. It first opened with a 238 bed hospital in Royal Oak, Michigan in 1955...
in Royal Oak, Michigan
Royal Oak, Michigan
Royal Oak is a city in Oakland County of the U.S. state of Michigan. It is a suburb of Detroit. As of the 2010 census, the city had a total population of 57,236. It should not be confused with Royal Oak Charter Township, a separate community located nearby....
.
List of Exner-designed vehicles
- Studebaker ChampionStudebaker ChampionThe Studebaker Champion is an automobile which was produced by the Studebaker Corporation of South Bend, Indiana from the beginning of the 1939 model year until 1958....
- Studebaker StarlightStudebaker StarlightThe Starlight coupe was a unique 2-door body style offered by Studebaker Corporation of South Bend, Indiana from 1947-1952 in its Champion and Commander model series...
- Chrysler 300 letter seriesChrysler 300 letter seriesThe Chrysler 300 "letter series" were high-performance luxury cars built in very limited numbers by the Chrysler Corporation in the U.S. from 1955-1965...
- Chrysler 300 non-letter seriesChrysler 300 non-letter seriesThe Chrysler 300 was a full-size automobile produced by Chrysler from 1962 until 1971. It was the replacement for the 1961 Chrysler Windsor, which itself filled the place in Chrysler's line previously occupied by the Saratoga just the year before that .For 1970, taking a cue from Oldsmobile, a...
- Chrysler New YorkerChrysler New YorkerThe Chrysler New Yorker was a premium automobile built by the Chrysler Corporation from 1939–1996, serving for several years as the brand's flagship model. A model named the "New York Special" first appeared in the 1930s...
- ImperialImperial (automobile)Imperial was the Chrysler Corporation's luxury automobile brand between 1955 and 1975, with a brief reappearance in 1981 to 1983.The Imperial name had been used since 1926, but was never a separate make, just the top-of-the-line Chrysler. In 1955, the company decided to spin it off as its own make...
1955-1961 - Chrysler Diablo Concept with Ghia
- Plymouth SavoyPlymouth SavoyThe Plymouth Savoy is an automobile produced by the Plymouth division of the Chrysler Corporation of Highland Park, Michigan.Plymouth used the name Savoy on several automobiles. From 1951-1953, the Savoy name was used on a station wagon, upgrading the base model Suburban...
- Plymouth BelvederePlymouth BelvedereThe Plymouth Belvedere was an American automobile produced by Plymouth from 1951-1970.-1951–1953:Introduced on March 31, the 1951 Plymouth Belvedere arrived as a two-door pillarless hardtop. It was Plymouth's first vehicle of such design and was built in response to Chevrolet's Bel Air...
- Plymouth FuryPlymouth FuryThe Plymouth Fury is an automobile which was produced by the Plymouth division of the Chrysler Corporation from 1956 to 1978. The Fury was introduced as a premium-priced model designed to showcase the line, with the intent to draw consumers into showrooms....
- Plymouth SuburbanPlymouth SuburbanPlymouth Suburban is a Plymouth station wagon produced from 1949 to 1978.Prior to 1949, Plymouth had offered only a 4-door "woodie" station wagon, which was expensive not only to build, but also to buy. In 1949, Plymouth revolutionised the US station wagon market by introducing the industry's first...
- Plymouth ValiantPlymouth ValiantThe Plymouth Valiant is an automobile manufactured by the Plymouth division of Chrysler Corporation in the United States from 1960 to 1976. It was created to give the company an entry in the compact car market emerging in the late 1950s...
- Dodge CoronetDodge CoronetThe Coronet was a full-size car from Dodge in the 1950s, initially the division's highest trim line but, starting in 1955, the lowest trim line. In the 1960s, the name was transferred to Dodge's mid-size entry.-1949:...
- Dodge Firearrow Concept
- Desoto 1961
- Desoto AdventurerDeSoto AdventurerThe DeSoto Adventurer is an automobile produced by the Chrysler Corporation and sold under its DeSoto automotive marque from 1956 through the 1960 model year. It was initially DeSoto's special, limited-production, high-performance model, similar to the Chrysler 300. While in production, the...
External links
- An interview With Virgil Exner's son, Virgil Exner Jr.
- "Styling & Aerodynamics" Exner's presentation to the SAE in 1957 explaining his theories on tail fins, car body design, and aerodynamics.
- The 1953 Chrysler Ghia Special.
- The Exner Era - Chrysler Design Institute.
- The Forward Look Network - Online community for 1955-1961 Exner-designed vehicles.
- Personality profile, "Virgil M. Exner, Sr.: Distinguished Designer", Collectible Automobile, Dec. 1994, pp. 70-77.
- "Virgil Exner" by Dave Schultz, MoparStyle.com – January 18, 2002
- Automobile In American life and Society - Reminiscences of Virgil Max Exner, Jr.