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Auto Dealer Promos There are promos of everything from recordings to soap. The term "auto dealer" has to be added to fully clarify the subject at hand. Automobile manufacturers have long recognized the value of having small replicas of the full-size cars that they manufacture. At different times the purposes have been different, but the ultimate goal has always been to sell more cars. You will find truck line and bus line promos here as well. Definition of "Dealer Promo" Automobile dealer promos are, very simply, scale model replicas authorized by the respective manufacturers for use by their franchised dealers. Most of these replicas are fully assembled in factory correct colors. |
Descriptive Terms Used For Promos
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Bank...Most promotional car banks feature both the coin slot and the access door underneath the car. The purpose of this is to preserve the outward beauty of the promo. The 1995 Jeep Grand Cherokee by Brookfield has the coin slot cleverly placed towards the upper portion of the rear window. |
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| Banthrico Banks...featured numerous types of coin slots. Click to enlarge thumbnails. | |||
| Vinyl pop-out coin slot
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Stamped metal pop-out
coin slot
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Locking hinged door
w/coin slot
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Simple chassis coin slot
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Chip...A chip is a missing component of the body or body part of the model. |
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Clouding...Some materials representing glass in some promo cars become opaque over time. The result is called "window clouding." |
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| Coaster...A promo without any mechanicals is a coaster, a term coined by the promo manufacturers. There were several different coaster types over the years with varying types of chassis. Click to enlarge thumbnails. | ||
| Plastic Chassis W/Scaled
Features
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AMT Metal Chassis
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Johan Plain Plastic Chassis
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Cracks Item A...A hairline crack will be visible but will not display pronounced separation. Item B...An impact crack will display pronounced separation. Item C...A stress crack results from warpage (shrinkage) on some late 40's, most 50's and some early 60's promos. Item D...A clean break crack is one of complete separation but which can be pressed (and normally easily glued) back together. |
Item A
Item B
Item C
Item D
Click to enlarge. |
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Detailed...This means that a promo has been touched up with paint details. Sometimes factory original unpainted chrome will be painted silver or perhaps a parking light or headlight might be painted. Factory blackwall tires may have been painted white also. Shown here is a 53 Chrysler which has the headlights and parking lights detailed in white with the center emblem detailed in black and the tire sidewalls, originally in black, have been painted white. |
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Discoloration...The primary cause of discoloration on a promo is prolonged exposure to light--sun or display lights. In most cases the original color of the promo is somewhat darkened or yellowed. The result usually is a body surface that reveals its original coloration in the areas not exposed. Note the left side of the 1964 Ford shown. The side is darker and yellowed. |
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Edge Edges...refers to the outer edges of a promo. There can be leading edges as found on the front of a promo. There can be side edges as found with a fin or rain drip rail. There can be trailing edges such as a fin tip. A model that has not been handled properly or has been played with might exhibit dents here and there in the "edges." A really sharp model will have crisp edges without damage. Item A...The Sultana Turquoise Metallic Thunderbird demonstrates a sharp fin tip. Item A...The Platinum Metallic Thunderbird demonstrates a fin tip rounded off from play or improper handling. Item B...The Diamond Blue Thunderbird shows an indention in its side fin just below the C-pillar. |
Item A
Item B
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Friction...A flywheel motor added some kid appeal, noise and action, to promotional cars. There were several different kinds of frictions over the years with varying types of chassis. The thing all frictions had in common was that they featured an axle with a gear wheel that connected to the flywheel inside. |
Open Friction Type
Closed Friction Type
Click to enlarge. |
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Johan smile...Many warping promos feature bodies on the front, which curl upward from the sides of the grills. The grills didn't warp (being made of styrene) so the bodies seem to be smiling above the grill. This happened primarily with Johan cars so...."the Johan smile." |
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Marks and scratches Click to enlarge photos. Item A...A depth scratch affects appearance and has sufficient depth to be felt.
Item B...A paint scratch affects appearance but does not have enough depth to be felt.
Item C...A mark is a paint or body blemish which cannot be felt.
Item D...A stress mark occurs when plastic is bent and returns to shape resulting in a lighter color where the bend occurred.
Item E...A tire mark requires a bit more explanation. Promos were collected by lots of people over the years. Often when the collecting phase ended these cars were put away. Too often these model cars were stacked on top of each other in a closet or drawer. If this situation lasted for a period of time, the tires often would react chemically with the model contacted below. (In the case of model car kits the tires sometimes react with various body parts with a slight "melting" effect.)
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Melt Damage Melt damage can come from three primary sources: Type 1--chemical reaction damage and Type 2--original factory assembly heat tool damage and Type 3--random exposure to nearby heat source damage. Heat tool damage... Promo parts were often sealed in place with a heat tool. If this tool was ever dropped and touched any part of the promo, heat tool damage resulted. A heat tool is similar to a wood burning tool. This item refers to Type 2. Wheel melt...The high petroleum content of some promo tires tends to eat or "melt" the plastic hubs centered inside the tire resulting in the wheel cover melting away. The example shown is an example of Type 1. |
Type 1
Type 2
Type 3
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XX% paint...Most painted metal model cars have a tendency to chip. The estimated amount of paint remaining is expressed as a percentage. The 1949 Chevrolet on right is rated at 88% paint. |
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Anchoring post...Most dealer promotional models have bodies that are attached to the chassis by means of screws which screw into molded plastic posts. A broken or missing post might or might not affect the way a car sits on the shelf. To the right is a photo of a 58 Edsel body with rear end attachment posts shown.
If the anchoring posts have been pulled or stressed, the result can be visible on the exterior of the car. To the right is a photo of a 68 Chrysler Imperial trunk lid with traces of post stress. |
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Radio version...Some 1960's promos were offered as radio cars. Instead of the promo having a conventional interior, there was a speaker for the battery operated radio inside the shell of the promo. Ford radios were branded as Philco, a Ford division at the time. All promo radios of this type are AM only and feature marginal quality of reception and sound performance. The photo on left shows the radio controls and chassis of a radio car. Not all are exactly alike underneath but generally similar. An original Philco radio battery in original wrapper shown on right. |
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Retail trade version...This is the version of a dealer promotional model that was sold in toy or retail stores. Sometimes these are referred to as "toy store" cars. |
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Retro promo...The retro promo is a model, newly created or significantly modified from old molds, to replicate a car of the past. For example, in 1954 Chevrolet distributed original 1954 Corvette promos. In the 1990's Chevrolet distributed completely different 1954 Corvette models, featuring much greater detail, which are termed "retro promo." |
 1954 original (above) and 1954 retro (below).
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| Reissue promo... A reissued promo is one which is made from original molds, but at a much later time than the originals. For example in 1956, Plymouth dealers distributed an original 4-door Belvedere promo made by Johan. In the late 1980's Johan cleaned up the old molds and produced more 56 Plymouth "promos" but did not distribute these through auto dealers. |
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Item A...An unprotected promo (i.e., not wrapped in tissue paper) might jiggle in a box during shipping or other movements, and as a result, the roof might be chafed or "rubbed." This can also occur on the sides of the body as shown in the photo on right. Item B...An unprotected promo (i.e., not wrapped in tissue paper) might jiggle in a box during shipping or other movements, and as a result, the chrome parts might be chafed or "rubbed." Photo on right. |
Item A
Item B
Click to enlarge.
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Slush-cast, cold-cast, cold metal and pot-metal...All these terms refer to promo models and retail trade toys manufactured from the 1920's through the 1950's. A mixture of metals was heated to molten temperatures and then poured into a mold. Once a thick enough crust had formed around the mold, the mold was upended and the remaining unhardened slush metal was poured back into the pot of molten metal. This dumping saved metal and kept the model from being a heavy, cumbersome solid object. The inner side of the finished model reveals a very grainy in texture. Pot-metal refers to the melting pot. The mixture of metals varied tremendously according to whatever scrap metal was available. Slush-casting was done with metals of the lowest melting temperatures thus the additional terms cold-casting and cold-cast. This method of casting generally is not as precise as modern diecasting. |
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Torsion Chassis...From 1958 through 1966 some Chrysler product dealer promos featured a working Torsion-Aire Ride suspension. |
Johan Style
SMP Style Black Chassis
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Unmatched Color...When promotional model cars were distributed by auto dealers and toy retailers, the models were displayed in various ways. The most common arrangement placed the little cars on a counter which had storage below. When a model car was sold, a box was grabbed (Who cared if the colors on the box matched the car?) and the sale completed. It is not unusual to find model promos that have spent their entire lives in an original box of unmatched color. Obviously, other circumstances led to mismatched boxes. A common situation happened, too often, within a single original collection wherein cars and boxes became mismatched. As time passed some of the cars disappeared leaving original boxes, original cars and unmatched colors. |
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Warp...Plastic promos of the 50's were made of plastic that shrank. Not all their parts did this, thus, there was a resulting "warped" look. This happened in varying degrees. I rate warp on a scale of 0 to 10. A "0" means that no warp has occurred. A "10" means that the warp is severe. The car pictured is a 10. In 1961 AMT/SMP produced warping and non-warping promos. By 1962 all AMT/SMP cars were of the non-warping variety. Johan did not introduce non-warping promos until 1964. Notice: My rating system is changing to Modest, Moderate and Considerable. The car shown features considerable warp. |
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Wide-Track Chassis...Some 59 and 60 Pontiac promos featured a chassis which demonstrated the narrow track of other cars and the wider track of Pontiacs. 59 Pontiacs with this feature are rare and the 59 chassis is distinctly different from the 60 chassis. |
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Wind-up...Some promos from the 50's had spring wind-up mechanisms used to propel them across the floor. The winder was attached and accessed from beneath the car. |
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The "Promo" Debate
Promotional model cars prior to 1970 were generally distributed in two ways--by car dealers and by toy stores. Generally, the dealer cars were to be preferred as they appeared in accurate colors often with little extras, whereas, the retail trade versions were often done in generic colors and were somewhat cheapened for the little kid market. After 1970 (Johan still made frictions in 1970.) true promotional cars and retail trade versions became identical except for packaging.
There are some collectors who insist upon dealer cars only and would even go so far as to say that the retail trade cars are not promos. Others, don't seem to have a problem collecting both since both types came from the same molds.
There are no iron-clad rules with promos so exceptions are very common. There are two cases of actual dealer promos being less accurate than their respective toy store versions. 1954 Chevy Belair 4-door sedan has tire-wheel combo on the dealer promo that is inaccurate and in one way less accurate than the toy store version! The 1959 Ford Ranchero dealer promo is two-toned on the rear and the toy store version is not. The toy store version is correct and the promo is incorrect. The debate goes on and it is one of many facets of the hobby that makes the hobby interesting.
Historical Eras of Auto Dealer Promotionals
Further comments are below this table.
| 1920's | Pressed steel | Buddy-L | 24 International |
| 1920's | Paper on wood | Birchcraft | 24 Chevrolet |
| 1920's | Cast iron | Arcade | 24 Mack |
| 1920's | Diecast metal | Tootsietoy | 29 Ford |
| 1930's | Diecast metal | Tootsietoy | 32 Graham |
| 1930's | Cast iron | Arcade | 32 Graham |
| 1930's | Pressed steel | Cor Cor | 32 Graham |
| 1930's | Rubber | Firestone | 36 Ford |
| 1930's | Slush cast metal | National Products | 34 Studebaker |
| 1940's | Diecast metal | Strait Manufacturing | 40 Mercury |
| 1940's | Slush cast metal | Banthrico | 49 Chevrolet |
| 1940's | Plastic | Product Miniature | 47 International |
| 1940's | Aluminum | Aluminum Model Toys | 46 Ford |
| 1950's | Sand cast metal | Smith Miller | 50 Mack |
| 1950's | Slush cast metal | Mastercaster | 51 Hudson |
| 1950's | Plastic | AMT | 58 Edsel |
| 1960-80's | Diecast metal | Eska | 62 International |
| 1960-80's | Plastic | MPC | 66 Dodge |
| 1960-80's | Pressed steel | Nylint | 63 Ford truck |
| 1960-80's | Pewter | Unknown | 87 Cadillac |
| 1990's | Diecast metal | Brookfield | 93 Dodge |
| 1990's | Plastic | AMT/Ertl | 92 Chevrolet |
| 2000's | Plastic | Revell | 2000 Corvette |
| 2000's | Diecast Metal | Maisto | 2000 Buick |
In the 40's and lingering on into the 50's, color was a major reason for the promo's existence. Full-sized cars were in short supply and promo models could help potential buyers visualize the color they were ordering. In a way, these promos were 3-D color chips.
In the early 50's promotional cars as coin banks were popular with Banthrico being the major producer. Action models with friction flywheels and wind-ups motors and remote control versions enjoyed some popularity in this era also. The new 58 Edsel had a "Road-Check" advertising program which promoted people coming into the dealership and trying out the new Edsel. After a test drive, the participant would receive a scale model of this fascinating car. In the 50's promo models were in the showroom on the dates that the new model year car debuted thus maximizing their promotional value.
In the 90's the promotional car almost ceased to be any longer "promotional." The promos of the era just became another collectible. The reason that this statement can be made is that many "promos" weren't distributed until late in the model year or even after the model year was over thus negating their promotional value.
In the early 2000's few promotional models were being made. The promo collector had to shift gears to stay up with the times. The retail diecast market provided current cars that looked just like the promos of the 1990's. In a way the 80-year era of the dealership promo had passed away. On the other hand, if the goal during that "promo era" had been simply to collect accurate replicas of the real thing, then lots of model cars were to be found of the new cars just hitting the highways.
Childhood Stories
Clarence Young, age 9, proudly displays a promo Cadillac.
Back in the 50's when I was growing up, my dad went to see all the new cars as soon as they were introduced. Naturally, I went along and learned to love cars.
The New 55 Ford When we went to the unveiling of the new 55 Ford, it was truly exciting. This car was so much flashier than the previous years. And, wow, the dealer had a display case with all kinds and colors of the new 55 promos. No, those were only for display, but the parts department had similar ones FOR SALE! I went home with a new black Ford Fairlane convertible. Such a small thing, but a day so happy for me that I remember it still. I had a NEW FORD for a whole year. My childhood goal then became not only getting new promos every year, but getting them on introduction day. It only happened a few other times, but was always a joyous event. I still have that boyish love for cars.
Here is my original collection taken sometime in 1958. The only one of these that I still have, is the 53-55 International pickup that you see back near the white horse. Click on the picture to enlarge.
New Car Season From my birth through October, 1958, I spent my summers in a rural part of Pennsylvania. We lived, however, on US Route 22, a major thoroughfare to New York City. I always kept a keen eye towards the highway. There were all kinds of wonderful cars to see and license plates to spot. But in early August the real emphasis was towards the car carriers. I took pride in spotting lots of new cars well before introduction day. Each new car spotted and identified was a thrill that lasted until another load of new cars passed by.
New 55 Chevy New car introduction days were exciting times not just for kids, but whole families. The day before the new 55 Chevy came out, we viewed a tantalizing advertisement for the new Chevy in the evening paper. It was so exciting to my dad that he loaded up the family and we went for a ride to the Chevy dealer hoping to see the new Chevy. But, no luck. The dealer's windows were all covered with paper. We would have to wait. The next afternoon after school, my dad, my brother and I went back to the dealer to see it and it was worth the wait. That Chevy was radical! Now that I reflect on all this, I understand why all the excitement even for adults. Twenty years before most people were driving Model A Fords and similar cars. Thirty years before they were driving Model T Fords. By the way, I didn't get my promo until the summer of 55--a long, long wait.
The End of the Original Collection
At some point in my teenage years, I came across a classified ad of someone wanting to purchase promo cars. I wrote the advertiser and we struck a deal at $2 a car plus shipping COD. The collection of around 150 cars was shipped from North Carolina to California. Being young and stupid I put the cars in two boxes and shipped them to him. I didn't wrap them or anything. It never occurred to me that the post office would not handle the box as carefully as I would. A week later I got an irate letter from the purchaser. He had received one box and the cars were damaged. He received the second box on the second day and refused it. I felt really terrible about this event and it shaped something within me. I think today that the reason that I over package is to compensate for this event long ago. Also, I give nitpicking descriptions to avoid someone "yelling" at me for not describing accurately.
The second box was returned and indeed the cars were damaged. This was also hurtful as my little cars had been pretty well kept. And, it was mostly my fault that they were now damaged.. The box was put away and forgotten until my senior year in college. In that year my parents bought a small farm with plans to move there. To facilitate the move, I was encouraged to deal with my things. I donated the remaining cars to a handicapped school in the area.
The International pickup, sole survivor of my original collection, was spared all of this turmoil because it was a different scale from the cars. It was packed away separately and forgotten until the mid 70's when I found it one cold winter day up in the attic. Therein is another story for another time.
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828-645-5243 828-768-5243 PO Box 2021, Weaverville, NC 28787 Email.. Clarence Young Autohobby Your comments and suggestions welcomed. Payments can be made by check, money order, Western Union or...
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1960 Chrysler Dealer Promotional 1/25th Scale Model
October 1, 2011
The item accompanying this order is a 1960 Chrysler New Yorker 2-door hardtop model and was manufactured in late 1959 or early 1960 by Johan Models. It falls into the genre of dealer promotional model cars. Automobile dealer promos are, very simply, scale model replicas authorized by the respective manufacturers for use by their franchised dealers. Most of these replicas are fully assembled in factory correct colors.
Promos are historical scale model artifacts. They were made of the best materials known at the time for replicating the blueprint designs that were furnished by the automobile manufacturers.
It is conceivable that in late 1959 or into 1960 that someone bought a new 1960 Chrysler and was given this scale model as an appreciation for the sale.
It is best not to display this model in bright sunshine or in a lighted showcase. Keeping it in a display area free of dust will increase its “newness” for a long time to come.
Enjoy this fifty-two year old model and the era that it represents when Chryslers were the best-engineered cars in the world.
Clarence Young Autohobby
