In 1960 the wildest Flaminia prototype was first shown: the Loraymo coupe from the studios of Raymond Loewy and realized in aluminum by carrozzeria Motto in Italy. Loewy was a French born artist who had established one of the leading industrial design studios in the USA. This studio designed all sorts of things: from logos to packaging and from office equipment to cars. These designs were usually attributed to Loewy while often he was just the promotor and had an elaborate staff of gifted designers to back him up.
During the 1940s and 1950s the Loewy Studios had put their mark on Studebaker design, which was very advanced and influential at the time. Mid 1950s Loewy turned away from Studebaker and created a number of showcars with sport coupe styling. The Loraymo was one of those; it followed a 1957 BMW 507 coupe prototype
with excessive "coke-bottle" curves at the sides and actually preceded the famous 1963 Studebaker Avanti
Styling-wise the Loraymo was sort of the intermediate model between Loewy's exuberant BMW 507 special and the elegant and balanced Studebaker Avanti; aspects of both can be found in it without it being much alike. Why exactly Loewy chose the Flaminia 2.5 litre V6 (tuned by Nardi to produce 140 hp) platform for this special is unclear, perhaps he wanted some Italian flair to rub off on the design.
Coke-bottle style sweeping curves had become a characteristic styling feature in Loewy designs, not that strange because the Loewy studios had designed the classic shape of the (small) Coca-Cola bottle. It became very popular and common in American car design from the mid 1960s but it was still quite unusual when the Loraymo was presented at the Paris Motor Show. Another important innovation shown on the Loraymo was the roof spoiler which was placed above the rear window. This must have been a first at the time and it was decades ahead of its time.
Additional distinctive features were the jet-like nose flanked by cutaway and recessed fenders and the small air intake placed to one side of the hood. This last detail returned on many other car designs. Loewy has used the Loraymo as his personal car quite like Pinin Farina did with the Florida II
before. Much later on it came into the possession of Lancia's factory museum, which proves its importance, however odd it might look.
Lancia Flaminia Loraymo была разработана Рэймондом Лоуи (Raymond Loewy) - индустриальным дизайнером, придумавшим форму бутылки Coca Cola и вошедшим в историю автомобилестроения в качестве создателя Studebaker Avanti
. Это больше, чем автомобиль, это явление в области дизайна, американский кузов для итальянского духа.
Loraymo (название образовано от имени и фамилии создателя) является одним из самых неоднозначных прототипов 60-х годов.
Автомобиль был представлен на Парижском автосалоне 1960 года. Дизайн не учитывал вкусы рынка и по сей день вызывает непонимание. Передний бампер отсутствовал, его функцию выполняла окантовка радиаторной решетки. Передние колеса были частично открытыми для повышения эффективности тормозов. Легкий алюминиевый кузов и двигатель V6, подготовленный Nardi (объем 2458 см3
/мощность 150 л.с.) позволял Loraymo без проблем разгонялся до 190 км/ч.