Cars From the Fifties Are Dead
Long Live the Fifties
It’s been a bitter pill to swallow, but unless you’ve got a 300SL Gullwing or maybe an Eldorado Biarritz, cars from the Fifties are dying in the marketplace. The trend line has been going downhill for a while now, and there’s a simple explanation for it: The buyers just aren’t there anymore. Buyers for collector cars generally fall into a specific demographic; people in their earning years who want cars from their youth. They want their dream cars, the ones that they had as posters on their wall growing up. So, for a buyer in their 40’s with money for a toy, that means cars from the 1980’s and 90’s. The Porsches, the Ferraris, the Lamborghinis. No-one’s looking for a car with fins. They may appreciate them, be intrigued by their wild designs - but want one? Nope.
That’s a problem for someone like me. For over twenty years I’ve been dealing in cars that fall neatly into one category: Cars that I would love to own myself. Fortunately, my tastes are varied. British from the 1960’s and 70’s, Mercedes from the same era, any vintage Volvo, and a strong preference for Mopars across the board, but especially ones from the ‘50s.
Check out this beauty. A 1957 Plymouth Fury, one of only 7,438 made for that year, at a time when the Big Three automakers were churning out production of each model in the tens of thousands. This one was rotisserie restored and pretty much like looking at a brand new car. As usual, I auctioned it on Bring a Trailer, where everybody loved it but no-one wanted to own it. It was bid up to $46,000, about $20K short of the mark. Fact is, after the auction I wasn’t able to find a home for it anytime soon. Two months later I finally sold it for $60K to an octogenarian who had a collection of Fury’s in mint condition, every year except for 1957. I had found my buyer.
Not learning my lesson, I later bought a knockout ‘55 Mercury wagon in “Springdale Green” that was heavily optioned with third-row seating, power steering and AC. What a great car! In my eyes, anyway. Bid up to $26,000, with the reserve not met. That one took even longer to find a new home for - three months, and for $32,000 the new owner got a piece of Americana that was sure to light up any car show. Among older folks, I suppose.
The cars from the earlier decades aren’t doing much better. What would you say about a 1947 Ford Super Deluxe convertible that scored 998 points out of 1000 on a national show field? Beautiful, eh? Bid to $35,100, reserve not met. I finally found a buyer for this Dearborn Award winning Ford - a guy my age. He bought it for his father.
Pre-War Oldsmobiles are really hard to find. This 1937 “Slopeback” sedan was rare even when new, only 4,020 were made. This one was frame-off restored with black paint that was a mile deep. $27,500 didn’t get the job done but a mysterious Russian guy from Brooklyn eventually bought it afterwards in a deal that was light on details.
But enough complaining, I probably sound like some grumpy old guy. Here’s some rides that I sold quickly and easily - good examples of where the car market is heading.
A 2005 Honda S2000 with 24K original miles. The buyer was thrilled at $35,500. These are fun cars with a six-speed manual and 2.2L V-TEC motor. They’re versatile and reliable with fantastic handling. But do they have a soul? No.
Going back into the 70’s can be a safe bet if it’s the right car. This is a 1970 Mercedes 280SL in good colors with long-term ownership and 90K original miles, verified by service receipts that went back to new. After 47 bids it hammered at $105,000, proving that these cars never go out of style.
Another model that there will always be a market for: A 1966 Mustang convertible with a 4-speed and factory AC. Sold for $45,500 after 37 bids. If I wasn’t so fickle about the variety of my inventory, I’d just deal exclusively in these. They always sell and there’s always a line of people that want them.
Another Mustang, a special one. 1993 SVT Cobra with 358 original miles. A one-owner car, untouched and in the wrapper. Its hammer price of $90,500 set a new record on BaT at the time, and they’ve continued to rise in value since then.
Vintage SUV’s are hot, and for a reason. Why drop $80K on a Rivian or a ridiculous Cybertruck when you can truly stand out with your 1970 Land Cruiser? This one was frame-off restored in a color that Toyota called “Fashion Green”. Fashionable indeed.
So, that’s my dilemma. Follow the market. Go where the money is. I know jack-squat about Ferraris and Lamborghinis and I’m not that interested in learning now. But I do know that one day I’m going to find a 1934 Desoto Airflow that I won’t hesitate to buy. Or a ’39 Lincoln Zephyr. Or a 1955 Chrysler C-300. Money be damned, I’ll continue to follow my heart.
.....and rightfully so, those cars are classic beauties. fins and all!!!!!
Best line, "But do they have a soul? No."