Lancia Loraymo — Loewy’s tribute to auto ugliness

[rgallatin]

An indulgence in high class ugliness that bears the Lancia name and “Loraymo” a jumble of letters from the designer’s own’s name.

Loraymo at the Lancia Museum

Loraymo in Mechanic Illustrated

[Gunslinger]

While Loewy was a design genius in many respects, he was also a good judge of talent in who he hired as well as a self-promoter of the first order, his taste shown in his own automotive designs was, lets say...bizarre? His best auto designs were either the work of others or, like the Avanti, the work of a few talented designers that blended the best of his personal designs and ideas and discarded the worst of them. Still...he was who he was and Studebaker had a number of fine designs from his studio.

The term "Loraymo" was the international cable/telegraph name for Loewy's design studio...or some such reason.

[Charlie Kile]

That was one UGLY car

Charlie RQB3921