In light of the LJCHS production of Grease debuting later this month, a focal point of this season has been the vintage imagery of the 50’s. There is a long and mostly uncovered history between vehicles and the flashy visuals of the era that are especially worth investigating during this musical season.
The Americana Aesthetic, born of the United States diverse traditions, historical milestones, and icons. It is the essence of American life captured in artistic representation. Though plentiful in visuals, a powerful symbol that stands out among the rest of this culture is the Cadillac. With a rich history as a bringer of innovation and style to the life of the average American, the luxury car brand has endured the passage of time and remains to this very day deeply embedded in the heart of Americana culture.
Viewed as the epitome of American automotive excellence Cadillacs have long been celebrated. From the founding of the brand in 1902, it quickly made a platform for itself in the world of vehicles. The many assets and qualities of the Cadillac made it a symbol of sophistication and success. Thanks to the fostered connection between the car brand and the constant societal metamorphosis of America, it became a perfect fit for the Americana aesthetic, which heavily emphasized the country’s focus on change and dreams.
Classic diners, drive in theaters, and open roads. Americana imagery is based a lot on nostalgia for the mid-20th century. During which time, the Cadillacs were at the height of their success. As Iconic symbols of this era the car often made appearances in advertisements, movies, and music. A prime example of this is seen in Chuck berry’s “Maybellene” in which our singer speaks of a girl who just can’t stop cheating on her man.
“I saw Maybellene in a Coupé De Ville A Cadillac a-rollin’ on the open road.” (“Maybellene (1967 Version) – Chuck Berry: Song Lyrics, Music … – Shazam”) (Berry, “Maybellene”)
Thanks to their exposure to the American public, Cadillacs were able to become the quintessential element to Americana culture they are today. By promoting the idea that hard work and determination can lead to prosperity, Cadillacs tie themselves to the American dream. In Americana culture individual achievement is often celebrated.
The Cadillacs luxurious aura makes it a prize to be coveted. Through the reflections of American values that the Cadillac is known for, it becomes a certain dream. A dream that symbolizes how ambition and perseverance can bloom into gifts of any kind. The presence of Cadillacs was so evident in the mid-20th century that it bled into many other sub-cultures.
In the 1950s and 1960s custom car culture was all the rage; It often involved completely personalizing cars like the Cadillac. This eventually resulted in the vehicle being a huge aspect in American culture as a whole. With vibrant paint jobs, unique modifications and quirks, Americana culture continues to express its kinship with the unique American identity through the Cadillac. Tailfins, chrome accents, and bold grilles found commonly in these mid-century vehicles exemplified their aesthetic appeal even more so.
Cadillacs being able to make a fashion statement by just existing is a common fact. In addition to their design however they are also known for their technological advancements. Cadillac was among the very first brands to introduce advanced safety systems, air conditioning, and electric starters to their cars. By having a head start in advancement the brand shows remarkable ingenuity and continues to promote American spirit and ingenuity: This also allows the brand to remain relevant to American culture.
The connection between the Cadillac and the Americana aesthetic was a conscious choice made by the brand’s marketing team. During WWII Cadillac stopped their civilian manufacturing to help the war effort. In this era, Cadillac mass produced tanks and drafted them as a way to assist the US military. In this form Cadillac continued to energize American patriotism and resonate with the American public. Even reflected in the company’s iconic slogan,
“The Standard of the World”
can we find the American pride many consumers adore.
Closing off, the Americana aesthetic and Cadillacs have a deep history and are interwoven tightly. Multifaceted and a provider when it comes to imagery the Cadillac has very clearly shaped the American experience. From the brands early days when it served as a symbol of success and even now as it continues to remain relevant and highly sought after, the vehicle remains as ever changing as the culture.
If ever there were words to describe the connection between an American and their car, strong and enduring would be the ones, and as we continue to be out on the open rode we call life, it’s safe to say the Cadillac will be our wheeled partner straight down it.
