Wirth Watching: What did new car reveals look like in the 1950s?

SALT LAKE CITY (ABC4) — Well it is officially fall in Utah — and that used to mean it was the new car season. Every car maker would come out with new models each fall.

They were all-new designs with new features designed to wow America. ABC4’s Craig Wirth remembers the new car season as it was.

“Television is responsible for spreading much of the hype of new cars every fall,” Wirth said. We have seen photos promoting the breathtaking modern Studebakers of 1950, right here on Channel Four!

“We also found an old Channel Four ad campaign introducing early 1950s English cars to Salt Lake City — imagine that on I-15,” Wirth said.

But every fall — yes, every fall — came another chance to help excite a car-crazed, post-war audience.

Crowds would flock to Social Hall Ave. to try and get a sneak peek on new car day. Things were so crazy that dealerships covered their windows!

It was a scene repeated in every city nationwide, what the cars looked like and their other features were secret until the big day.

“It was showmanship, everyone did it.” Dick Bennett previously told ABC4.

Bennett brought Billy Madison, an accordion player, in to entertain the crowds around his dealership. Some dealerships got big stars to unveil the new car.

Cars weren’t like the cars we drive today. For many, it was a relationship.

“It was great for a kid of the fifties. My dad was a Dodge dealer and I got to ride with him in the annual parade of new cars,” Wirth said.

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