page_title: Virgil Exner
section_title: Impact on automobile design
hierarchical_section_title: Virgil Exner / Impact on automobile design
caption_attribution_description: 1956 DeSoto Fireflite Pacesetter Convertible, a replica of the "Official Pace Car" at the 2008 NDC Meet DeSoto Adventurers Group
context_page_description: Virgil Max "Ex" Exner Sr. was an automobile designer for numerous American companies, notably Chrysler and Studebaker.
  Exner is widely known for the Forward Look he created for the 1955-1963 Chrysler products and his fondness of fins on cars for both aesthetics and aerodynamics.
  Exner introduced the Forward Look at Chrysler and was copied before the designs hit the road — when GM designer Chuck Jordon spied Exner's hidden 1955 Chrysler lineup, prompting Bill Mitchell, head of General Motors styling, "to begin redesigning each car line, Chevrolet through Cadillac.” Exner's work effectively "change[d] the course of automotive design."
context_section_description: 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.
  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 suffered 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." Exner with his associates had completed work on the second full-sized finless Plymouth since 1955, this one for 1962, described as a strikingly attractive automobile. While he was still recovering from the heart attack, the 1962 models Exner took credit for were downsized by associates. This downsizing drastically changed the cars' appearance. This reduced the cars' appeal and caused a significant drop in sales. It turned out that the Chevrolet 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 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 - driven by the respective competing visions of GM's Earl and Chrysler's Exner - 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 down-sized Plymouth and Dodge models as "plucked chickens". Although fins were out of favor by the early 1960s, fins could still give aerodynamic advantages. In the early 1970s Porsche 917 racing automobiles sported fins reminiscent of Exner's designs.
caption: A 1956  DeSoto Adventurer
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