There is nothing quite like the sense of pride that buying a new vehicle can provide. And being able to customize, personalize, and option a car to individual specifications is one of the most rewarding things about finally holding the key to a new ride.
Car companies know this, and some have found ways to make the purchase/delivery experience extra-special. Take, for example, Chevrolet, which offers a “Museum Delivery” program for the Corvette under Option Code R8C. Participants receive a membership to the museum in Bowling Green, Kentucky, VIP tour of the museum, opportunity to view their Corvette on display, driver door jamb decal, dash plaque, wall plaque, and commemorative photo in front of the museum.
Here’s an example of a dash plaque on an older C7.
The “name placard” thing has been happening for decades. In the earliest days of motoring, cars were expensive investments that were owned by the elite members of society, and by the post-WWII era, organizers of high-end events like the Pebble Beach Concours d’Elegance would provide dash plaques with the name of the event as a form of proof of attendance — almost like a permanent trophy.
By the 1960s, some luxury automakers offered original-owner dashboard plaques made from custom-engraved metal tags. I recently came across not one, but two cars from the 1960s at Desert Valley Auto Parts that had original owners’ names on the dashboard. The first was a 1964 Mercury; the second was a 1969 Lincoln, pictured herein.
The tags on the car’s Arizona license plate expired over a quarter-century ago, in February 1999.
In typical Arizona fashion, the paint, upholstery, and dashboard were sun-baked, but the car was complete and rust-free.
“Owned by Kenneth Brown,” the tag said. And who could blame Kenneth for taking pride in such a fine car? The Continental Mark III was seen by some as the ultimate personal luxury car. The Mark III had a bold, upright grille, massive 460ci V-8 (with 500 lb-ft of torque!), deep pile carpets, gathered leather, and extensive sound-deadening insulation. The car was a status symbol for anyone who drove it.
In the brochure for 1969 Lincoln models, the Mark III was called, “The most authoritatively styled, decisively individual motor car of this generation.” The car came standard with power front disc brakes, Select-Shift automatic transmission, power seat, concealed dual headlamps, Flow-Thru ventilation, nylon carpeting, and rear lamp monitoring system.
Some 57 years later, I am sure Kenneth Brown is pleased to see that his pride and joy still bears his name. Let’s face it, a car is a huge financial investment, and if you want everyone else to know that it’s yours, more power to you!
