Motoring Memorabilia Shifts to High Gear for Millennium

NEW YORK — As the automobile zooms toward 2000, the invention that spawned a new culture is being celebrated in memorabilia ranging from vintage cars to billboards to gas station props, toys and model kits.

And as nostalgia turns this former trash into major cash, Mobilia--a magazine about the romance and history of the automobile--has issued its annual list of 10 categories of emerging collectibles that are “timely, undiscovered or underappreciated but likely to gain in collectibility and value.”

“The trends follow the demographics of the North American population . . . along the lines of what baby boomers are interested in,” said Tom Funk, editor of the Middlebury, Vt.-based magazine.

The 10 hot categories for 1999 are marque, or brand-name, items; racing collectibles; petroliana, or items related to gas stations; hot-rod memorabilia; roadside Americana; antique toys; motorcycle memorabilia; NASCAR die-cast models; 1/43-scale model cars; and truck models.

Automobilia “is a hobby that didn’t exist in any organized form a few decades ago,” Funk said. “[Such] items are the heart of the hobby because they tell where people’s passions lie.”

The highly subjective list is not ranked, because there is little crossover interest among collectors. “You either love racing or you hate it,” Funk said.

Generally, he said, “people who collect cars will also collect memorabilia. You have a vintage Beetle, you want the manual. Many people are trying to collect toy cars and trucks they used to play with when growing up in ‘30s.”

Among marque-themed items, Mobilia’s top pick is the elaborate New Beetle press kit, of which only 10,000 copies were produced to launch the updated Volkswagen vehicle last March. The kit, which contains photos and color slides, is now worth about $150.

Racing collectors can expect anything tied to NASCAR Winston Cup champion Jeff Gordon to appreciate. The market for die-cast models of his cars is healthy, for example, and there is a limited supply of race-used apparel and car parts. Items range from smooth Goodyear Eagle racing tires ($50) to a DuPont Chevrolet Monte Carlo hood ($4,000).

Petroliana is emerging as a strong category as gas stations approach the status of historical landmarks. Hot items include restroom signs, graphically strong oil cans and fancy map racks ($100 to $500).

Among 1/43-scale model passenger cars (4 to 5 inches long), Mobilia recommends a new replica of the 1953 Cadillac Eldorado that President-elect Dwight D. Eisenhower chose for his inaugural parade. The $239 hand-built model is the first from Bruce Arnold Models. Only 50 will be made, and it should appeal to both car buffs and presidential collectors, Funk said.

As advertising collectibles continue to grow in popularity, Mobilia sees strong demand for roadside signs, mostly those not taller than 3 feet. The average smaller tin signs fetch $300 to $500, and small porcelain signs $300 to $800.

With new investors planning to revive the legendary Indian motorcycle brand name, anything made by the old company is a good bet for collectors, Mobilia says. Vintage collectibles range from Indian News magazines for about $20 to dealership clocks ($1,500) and neon signs ($2,500).

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* Mobilia, P.O. Box 575, Middlebury, VT 05753; (802) 388-3071. On the Internet: https://www.mobilia.com.