Description: A documentary about Detroit automotive designers 1946-73. Now in production by Robert Edwards, Greg Salustro & cinematographer Jim Toscano
American Dreaming is a full-length documentary about American automotive styling from 1946 to 1973, featuring interviews of the men and women artists who designed Detroit's automobiles.
What is the background for what is arguably the heyday of American automotive design? America's post-war period fostered an era of economic expansion and a burgeoning middle class. This was a heady, optimistic time. People wanted all the modern conveniences and were drawn to modern futuristic designs. Detroit's auto executives speculated on a raising market share for visually appealing cars. Automotive design studios were enlarged or created. Artists replaced engineers who handled the majority of design work pre-war. Styling studios were staffed by small elite groups of highly creative and technically exacting artists, many who held university degrees in the new field of automotive or industrial design. This is the era when automotive design reached its maturity.