Events & Tours
Kustom Cars: 70 Years Before the One-Offs
The 1951 Hirohata Merc sold for over two million dollars at Mecum Kissimmee in 2023 – a measure of how seriously the world now values postwar American kustom craft.
If hot rods were born as individual expression – unique objects through which to project the self – kustom cars followed a different path. They did not abandon the creativity that had animated the garages of California, but they shifted perspective entirely. The goal was no longer to race in pursuit of performance, but to create cars capable of astonishing before the engine was ever started. It is no coincidence that the specialists in these transformations were few and well known: even today the names of George Barris and Ed Roth bring enthusiasts to attention.
The "C" of custom was replaced by a "K" to make unmistakably clear that those curious cars were the symbol of a new culture – a different way of interpreting the automobile and, more broadly, of changing the relationship between a person and an object. A unique object, entirely your own. To customise was to distance oneself from mass production, to refuse the idea that all cars should be identical, and to transform a means of transport into an extension of one’s own personality. Precisely what today’s one-offs seek to achieve.
