Model Car - Promotional Models

Promotional Models

Promotional models are sometimes used when the real auto manufacturers contract with model or toy companies to make copies of their real vehicles. Such toys promote the name and presence of the real vehicle in miniature in the home and, hopefully, ingrain a certain brand name into the minds of young future customers, or reinforce the brand among adult collectors. In the case of Chrysler's Turbine Car, where 50 real cars were put into consumer use, the model by Jo-Han was widely distributed as a good will gesture by Chrysler, though the Turbine was never actually marketed (Lehto 2010, pp. 89, 101). In the United States, the word 'promo' is usually associated with 1:25 scale plastic, pre-assembled models. In Europe promotionals were made in smaller vehicle sizes in diecast zamac in 1:32, 1:43, or 1:50 scales.

In the U.S. Banthrico started producing diecast promotional model car banks in the late '40s for the banking industry. These coin-banks were available as a gift to people that started a new account and had a slot in the bottom to put their spare change. Usually the bank's name and address was painted on the roof of the car. Banthrico models were also painted in authentic Big Three colors and used as "paint chips" so dealers could gauge the upcoming colors on real models. These primitive promotionals included Buicks, Cadillacs, Lincolns, Packards, DeSotos, Chryslers, Dodges, Ramblers and, of course, the more common Chevrolets and Fords. Today these cars are sought after, and in mint condition can garner several hundred dollars.