This book is as much about Loewy’s logic of industrial design and creative process as it is about his bespoke Lancia.
Written by Brandes Elitch, Lancia Loraymo follows the development of Raymond Loewy’s one-off Lancia, designed as a personal project to advertise the Loewy brand. Built for the 1960 Paris Motor Show, where it was the hit of the show, the Loramyo was reminiscent of the fabulous cars that graced the Concours d’Elegance circuit in pre-war France.
Its Flaminia chassis was specially prepared by Lancia to showcase a handcrafted Carrozzeria Moto aluminum body. It garnered enormous publicity for a few short years, and then disappeared. Like the intrigue that surrounds the fabled Chrysler Norseman dream car, the missing Loramyo came back to life when it was found 20 years later in a scrap yard in Sacramento, CA, missing its original drivetrain. It was scheduled to be crushed.