Click it and Unblock the Notifications
BMW's 50th Anniversary: The Lasting Legacy Of 'Turn Your Hymnals To 2002' On Automotive Culture
In April 1968, Car and Driver published an article that significantly impacted the automotive world. The piece, titled "Turn Your Hymnals to 2002," was a glowing review of BMW's new model by David E. Davis Jr. He praised the BMW 2002 as one of the best ways to travel, suggesting it could outperform many other cars on the road.
The BMW 2002 was not only sporty but also practical, bridging the gap between car enthusiasts and pragmatic buyers. Davis noted its excellent ride quality, spacious interior, and fuel efficiency. He compared its finish to that of a Mercedes-Benz, yet it was affordable. This combination made it appealing to both enthusiasts and practical-minded consumers.
Before this article, BMW had limited visibility in the US market. The company's postwar strategy and distribution issues hindered its growth. However, Car and Driver's positive review of the 1600-2 model helped boost sales significantly in 1967. Despite this increase, BMW remained relatively unknown until Davis's article on the 2002 model.
The magazine's influence was substantial due to its large subscriber base. Many readers were looking for a car like the one described by Davis. Rob Mitchell, a Marine Corpsman at the time, recalled being impressed by the article and eventually purchasing a BMW 1600-2. He later joined BMW of North America as one of its first employees.
Michael Izor, then working in Boston, was another reader captivated by Davis's writing. He described himself as an American car enthusiast who found the BMW 2002 irresistible after reading the review. Izor quickly ordered a 2002 and became an active member of the BMW Car Club of America.
Davis predicted that around 10,000 enthusiasts would appreciate the car's performance and mechanical excellence. His estimate was close; in 1968, BMW sold over 9,000 units in the US, with numbers increasing further in subsequent years.
David E. Davis Jr.'s Legacy
The success of "Turn Your Hymnals to 2002" solidified Davis's reputation as a leading automotive journalist in America. However, his critique of Blaupunkt radios led to his dismissal from Car and Driver due to their advertising relationship with the magazine.
Davis later joined Campbell and Ewald before returning to Car and Driver as editor-in-chief in 1976. During his tenure, he continued to write favorable reviews for BMW and relocated the magazine's headquarters to Ann Arbor, Michigan.
The impact of Davis’s article extended beyond just sales figures; it played a crucial role in establishing BMW’s presence among American car enthusiasts. His work not only boosted his career but also helped position BMW as a desirable brand in the United States market.
Continue with Google