“The Dutch are known for their nice graphic design” were the words of my Greek coworker, as we checked out a book on Dutch prints from the 1930s. I have never forgotten the interaction, and his words held true as I looked at these brochure images from Dutch carmaker DAF.
1969 DAF 44 Variomatic brochure.
1969 DAF 44 Variomatic brochure.
1969 DAF 44 Variomatic brochure.
The small carmaker certainly knew how to add coolness to its brochures. They had already used creative displays in their early ’60s brochures, and by the end of the decade, the swinging vibe of the times had taken over. Lots of colors, with impressionist and pop art tendencies, are prominent throughout.
1969 DAF 33 brochure.
1968 DAF 55 Coupe brochure.
1969 DAF 33 brochure.
1968 DAF 55 Coupe brochure.
A good number of shots make use of -no pun intended- ‘Dutch angles.’ A popular technique in the ’60s, with origins in German movies from the silent era, that made use of creative and unusual angles to present the scenes.
Meanwhile, the human models look very fashion-chic. Dated, yes. But fascinating in their attitudes and attires.
1969 DAF 44 brochure.
DAF 55 Kombi brochure.
1968 DAF 55 Coupe brochure.
A good number of props and sets were used throughout, making for fun and trendy displays. Looking at these images, I feel I’m watching an episode from either The Avengers or The Prisoner. The elaborate scenes could also belong to one of those odd films from the decade, like the Beatles’ Help!
1973 DAF 44 brochure.
Fashions may have changed, but DAF had no hesitation in keeping up with them. As this early ’70s cool couple shows in the 1973 brochure.
DAF 55 Kombi brochure.
DAF’s brochure fun came to an end with Volvo’s acquisition of the company’s carmaking venture in 1975. Still, it is fun to revisit these images and relish a bit in their swinging sixties chicness.
Further reading:
CC Global: DAF 66 – Four Decades Of Dutch Continous Variability
The guitar in the photo of the green estate car is an Eko 12 string – popular with beginners in the UK – mine cost me 25 quid back in the early ’70’s.
Considering most Euro cars at the time only offered a stick shift or the automatic that was offered was crude, the DAF made a good alternative. Slow as hell, but fine as a grocery getter.
As time went along, Volvo used DAF as a back end entrance to the Euro Zone.
Very interesting automobile history with this brand and its factory.
DAF way ahead of their time with their CVT automatics
What Hub van Doorne wanted was a small, affordable car -because post-war years- with an automatic transmission. What was available for such a car was too big and too heavy, hence the birth of the Variomatic.
This is my favorite DAF ad. OK, it’s from a New York dealer, and not from DAF itself, but still it’s an amusing advertisement for the Variomatic:
Now wait a minute, there’s the poster ‘child’ for the image DAF cars got here! A car for the elderly. Or for anyone who couldn’t shift gears (and drive) properly, for whatever reason, true or imaginary.
The deluxe model is $150 more than the base model. Wonder what you got extra?!? Maybe a heater and a rear view mirror.
Thanks for the tour. The Dutch ladies are lovely. The brochures are creative. There is one brochure with a bouquet of flowers in the foreground. That metal item looks like a samovar, but I ask that you explain it.
My guess is that it is a trophy. Beside it is a helmet and some ribbons. Prizes for a race?
Funny you mention the “Dutch angle”. A friend who’s done some pro photography, especially for bicycling publications, does something similar he calls the “Dutch lean”. I always assumed it had origins from trying to make it look like a bike was on a steep grade, something probably difficult to find in The Netherlands. I try obsessively to have level horizons and often rotate my photo’s just a few degrees on my phone to fix that within seconds of taking them. He either tilts the camera and/or subject, or rotates the photo’s even more in post-processing.
The ’69 DAF 33 brochure pic looks rather like the fellow in the red sweater became very well known years later on NCIS?? A modeling gig for “Ducky” between acting jobs, or just a fellow with a strong resemblance??? DFO
I’ve never seen a DAF in real life. They were never imported, and for some reason they didn’t come in via gray market either. Seems like a savvy importer should have seen an opportunity. They were always attractive, and the CVT would have made them easier to drive than most foreign cars.
Utterly obscure, yet they were imported from 1960 to 1967, according to what I read here:
https://www.autoweek.com/car-life/a2134001/daf-forever-how-obscure-dutch-cars-found-home-vermont/
I’ve remember seeing a handful on the streets 50 – 60 years ago, as well as a few more recently at shows. In the pre-1968 world, ie pre-DOT safety and smog regulations, I think that the CVT could have been a selling point but enough people drove manual transmissions that it wouldn’t have eclipsed other potential issues like performance, dealer support etc.
In perusing old back issues of the “New York Times” from the early 60’s, there are small ads in the weekly “auto sections” for the DAF… I’ll try to find some to post…
A flat twin is not quite enough engine for U.S. highway driving conditions- no wonder the big marketing push was in New York City…
Great pics and really cute little cars. Simple design that still looks elegant in it’s own way.
The Variomatic will go in reverse just as fast as forward … theoretically.
What is more reliable, a Jatco or a Variomatic? (…or a BRP OEM Transmission) .
The original DAF Variomatic was laid out so there were two main drive belts, one for each rear wheel, with the belts themselves exposed. I suspect that unlike the belts of a modern CVT that’s all inside the casing, they were a service item and didn’t require the same level of dismantling to swap out.
Unbolt the covers and swing like an ape on the belt in order to spread the variators.
No other tools required.
I’ve never done it, but I remember the instructions…
I do remember the brochures being very cool up until the end.
DAF desperately tried to sell their cars to the younger audience in the Netherlands, just like you have shown in these brochure pictures. Reality was that the DAF got associated with elderly drivers and housewives. Even the sportier versions didn’t sell well due to this image.
Then during the early 1980s (when they were already out of production) they were used in reverse driving races. It is hard to do a reverse parallel park, let alone driving reverse on a circuit at full speed. Now imagine doing that with 40 other lunatics and you end up with a destruction derby like race. If you’re curious what it looks like, just Google on “dutch reverse race”. Most of them have been crashed in these races.
Reinforcing the stereotype, I once lived next door to an elderly lady who had a Daf. She said it was better than the Rolls Royce Silver Cloud she claimed to have previously owned.
One of the Daf’s quirks was that it was intended to be started in gear, which I suspect is a reason why it wasn’t available in the USA for long.
It was quite a commotion when Mrs. M reversed out of her garage and then crunched into forward on her way to lunch every day.
There was also a button which kept the transmission in a low ratio for descending hills. Not something I would have thought was a problem in Holland, apologies for more stereotypes.
Goodday, I’d like to emphasize, that DAF was the only car brand @that good price point, that was on the market with a Variomatic (now called CVT-) transmission system.
It was built for everyone who wanted an easy-drive car, and Bob’s your uncle.
HG
*Very* swinging sixties images .
I like them any way .
How small are these cars ? they look tiny, smaller than VW Bugs .
Interesting of the interior shot with no radio, this means they were pushing them as cheap cars, not just low co$t .
-Nate
Source: https://www.zankyou.nl/f/liefde-op-wielen-652081#12
Same source. Same VW and DAF.
Small – hard to translate, really.
The 30-33 was (unsurprisingly) about the same as a Lloyd 600 or Austin A35, so slightly bigger than a Mini.
The 44/55 was the same size as a Lloyd Arabella or a Triumph Herald – bit bigger than an Imp.
They were tall due to the Variomatic, which probably makes them look smaller than they really are. That made them surprisingly roomy/airy, like a FIAT Uno.
They clothed the P500 prototype in a cut n’ shut four-door 44. The stretch made it really elegant, like a Triumph 1500 with nicer detailing. The final restyle was more modern, but blander. Then they ran out of money and no-one wanted to partner them.
Thanx Nick ! .
The Lloyd 600 tells me what I wanted to know .
-Nate