Custom Cars

Frank Kurtis' 1928 Ford Model A Roadster: An early example of custom car ingenuity, this 1928 Ford Model A was transformed by Frank Kurtis into a sleek and modernized ride in 1930. Featuring a chopped top and windshield, 1930 Ford fenders, an extended hood, a custom radiator shell, Cadillac headlights, and 18-inch wheels, the car exemplified Kurtis’ pioneering approach to smoothing and streamlining the lines of stock vehicles. It was a trendsetter for the emerging custom car movement in the 1930s.

Frank Kurtis' 1931 Ford Model A Roadster. A masterpiece of early custom car design, Frank Kurtis' 1931 Ford Model A Roadster showcased a custom grille shell, skirted fenders, a sharply slanted low windshield, a French top, and solid-side hood panels. Restyled in 1931, this car was ahead of its time, with design elements that many believe influenced the iconic 1935 Ford grille shell. Kurtis’ attention to detail and innovative styling solidified his place as a pioneer in the custom car movement.

A remarkable early dry lakes racer, The Glen Smith Special was built during the Great Depression using salvaged parts from Glen's father’s yard in San Fernando, California. Inspired by the luxurious Model J Duesenberg, it featured a custom aluminum phaeton body, dual-cowls, sweep panel design, a V'ed grille, and chromed Model A headlamps. Running on a Model T chassis and powered by a Model A engine, this car blended hot rod ingenuity with high-end automotive design cues. June 14, 1931 Glen won the Main Event at the Muroc Roadster Races with this beautifully crafted racer, marking a significant achievement in early amateur speed trials.

"He's Enthusiastic Over New Airwheels" – Leonard DeBell (left), manager of Southern California Plating Company, and Vernon Farquhar, manager of the Hollywood Tire Shop, inspect the newly installed Goodyear air-wheels on DeBell's car. Photographed in front of Southern California Plating Company's location at 4861 Hollywood Boulevard, this image appeared in the Los Angeles Evening Citizen News on April 6, 1932, highlighting innovative automotive enhancements of the era. At the time, DeBell's Ford had been customized with extras such as skirted fenders up front, a V-type radiator, and a split windshield. Photo courtesy of Los Angeles Evening Citizen News.

This 1931 Ford Model A Delivery Truck, owned by Southern California Plating Company, was transformed into a rolling advertisement under the vision of Leonard DeBell and the craftsmanship of George DuVall. Featuring dramatic curves and a striking custom grille, it is believed that the design of this truck's grille inspired the radical Hudson Terraplane grille of the era. The photo, part of The Jimmy Summers Photo Collection, suggests that Jimmy Summers might have played a role in its creation.

Southern California Plating's 1935 Ford Phaeton Delivery Truck. Restyled by Frank Kurtis and George DuVall, this groundbreaking build for Southern California Plating Company was completed in 1936 and it is known as the first vehicle to feature a DuVall Windshield. The chassis and body were lengthened 12 inches, with rear doors welded and filled to create a sleek delivery design. The Cord-inspired handmade brass grille, hidden Wood Lites headlights, and smooth running boards defined its futuristic look, while the distinctive Sea Foam Green paint by Charles Remidi and teardrop signs completed its transformation. This iconic truck was a rolling showcase of innovation and craftsmanship, blending utility and style to set a new standard in custom car design.

An Unknown Early Custom from The Jimmy Summers Photo Collection. This sleek custom build, photographed with a 1937 California license plate, shares a resemblance with the boat-tailed speedsters Frank Kurtis was creating in the early 1930s. Featuring a distinctive DuVall Windshield, the man pictured bears a striking resemblance to George DuVall himself, a pioneer of the custom car scene and later a business partner of Jimmy Summers in the 1960s. Could this be another one of DuVall's early creations? Completed in 1936, Southern California Plating’s 1935 Ford Delivery truck was the first car to showcase DuVall’s iconic windshield, further connecting this design to his legacy. Photo courtesy of Karen Smith.

An early 1933-1934 Ford Custom from The Jimmy Summers Photo Collection. This early custom, likely crafted by Jimmy Summers, features several distinctive modifications. The fenders have been reshaped with reduced wheel openings and added sheet metal, giving them a bulkier appearance. The chopped top is paired with a DuVall-style windshield, while 1935-36 Ford headlights replace the stock units. Additional touches include solid hood sides, custom hubcaps, and chrome trim on the running boards, creating a refined and stylish look. A beautiful example of early custom car craftsmanship from the 1930s. Photo courtesy of Karen Smith.

An early Northern California custom, this 1936 Ford Phaeton was restyled by Tommy "The Greek" Hrones in 1937. Known for his meticulous craftsmanship, Tommy later refined the car further, adding a DuVall Windshield, shaving the door handles, removing the running boards, adding fender skirts, and bobbing the trailing edge of the front fenders. By the time it was shown at the 1952 National Roadster Show in Oakland, the Phaeton had become a standout example of Northern California’s unique approach to custom car design.

The 1937 Kurtis Tommy Lee Special was started in 1936, and completed in 1937. Handbuilt by Frank Kurtis for Tommy Lee, this boattail roadster was designed to be the fastest and most sophisticated custom speedster of its time. Built on a 1936 Ford chassis with a Cord 810-inspired front end, the car featured a hand-formed aluminum body, a Cord-derived grille, and a DuVall Windshield. Powered by a massive 318-cubic-inch Offenhauser twin-cam engine producing 300 horsepower, it was capable of speeds up to 130 mph at the dry lakes. Despite its stunning design and advanced engineering, the car’s racing engine proved ill-suited for highway use, leading Tommy to eventually retire it to storage. At a reported cost of $25,000, it was one of the most expensive custom cars of its era, surpassing even the price of many Duesenbergs.

Built by Frank Kurtis, The Eugene Von Arx Special was an early dry lakes racer owned by Eugene Von Arx, a member of the Bungholers of Hollywood. Featuring streamlined fenders, a sleek grille, and a custom body, this racer exemplified the ingenuity and craftsmanship that defined the early hot rodding and dry lakes racing scene. Its bold design and performance made it a standout at Southern California’s dry lakes competitions.

In the spring of 1940 a leftover crew from Howard Darrin established the Coachcraft Ltd. custom body shop in Melrose, Los Angeles.

Tommy Jamieson's 1936 Ford 5-Window Coupe was restyled by Howard Fall in 1940.

Norm Milne's 1938 Ford convertible sedan of Sacramento, California. About 1940 Norm drove the Ford to Los Angeles to have Carson Top Shop chop the top and make a padded top. The rest of the car was restyled by Harry Westergard.

Alex Xydias' 1934 Ford Cabriolet of Hollywood, California. Before founding So-Cal Speed Shop, Xydias was a Fairfax High student who hung around Jimmy Summers’ shop. His ‘34 Ford Cabriolet, bought in 1941, was already customized when he got it. Wanting a smoother look, he had Summers lead in the rear fender skirts. Featuring a chopped top, black Carson Top, LaSalle headlights, and 1940 Oldsmobile bumpers, it embodied early custom styling. Later repainted metallic gold by Valley Custom Shop, Alex named it “Jewel.”

George Barris' 1936 Ford Coupe of Roseville, California. This was George's first real custom. He bought the car from money he had earned while doing some odd jobs for Harry Westergard at Brown's Body Shop. George worked at the car between the staggering amount of school work, and working with Westergard. The build was completed in 1941.

Before becoming a world-famous artist, Lawrence Vincent Garrison was just a young car enthusiast growing up in San Diego, California. Born in Detroit in 1923, Larry’s family split their time between Michigan and California, but by the late 1930s, they had settled on the West Coast, right as custom cars were taking off. A skilled painter and designer, Larry worked for Coca-Cola painting billboards by hand while still in high school. In 1941, he put his artistic talents to use on his first custom, a sleek 1936 Ford Cabriolet. He gave it a 1939 Ford front end, shaved the running boards, and added a chopped and padded top. Finishing touches included fender skirts, flipper hubcaps, and ripple bumpers. Photo courtesy of Paul Garrison.

Neil Emory's 1937 Dodge Convertible of Burbank, California, was started in 1940 and completed in 1941. Built in his shop class at Burbank High, Neil kept the car for a couple of years before selling it in 1943.

Joe Stone's 1938 Ford Convertible Sedan of Downey, California. The car was mildly restyled sometime between 1938 and 1941, and it was dressed up with fenderskirts and Flipper hubcaps.

Richard Meade's 1938 Buick was restyled in 1941, featuring fadeaway fenders.

Captured through the lens of George Barris, this photo showcases what seems to be a beautifully restyled 1937 Chevrolet Tudor Sedan that features one of the defining elements of early custom styling: Fadeaway Fenders. In the 1940s, fadeaway fenders became a hallmark of the custom car movement. George Barris believed that adding fadeaway fenders instantly set a car apart, stamping it as a true kustom. The modification created a smooth, uninterrupted bodyline, eliminating the visual break between the front and rear fenders. Both Sam and George Barris were huge fans of this look, and it became one of their signature styling cues in the early years of Barris Kustoms. Beyond its striking fadeaways, this custom Chevy features several period-perfect touches: sunken and molded-in headlights, fender skirts with 1941 Buick trim, whitewall tires, and a set of flipper hubcaps. Photo by George Barris, courtesy of The Brad Masterson Collection.

Long before he became the legendary "Leadslinger" and the "Godfather of Hydraulics," Bill Hines was already pushing boundaries in Michigan in the early 1940s. Pictured here with his first custom, a 1941 Buick Convertible, Hines restyled the car sometime between 1941 and 1943, adding molded fenders, widened rocker panels, and a 2-inch chopped top. True to his forward-thinking nature, he even added a fin down the middle of the decklid—years ahead of its time. The bold styling choice wasn’t well received back then, and after enduring endless teasing, he replaced the trunk lid. But that early experiment in customization set the course for a career that would influence generations of builders. Hines' story began in Ecorse, Michigan, where he honed his skills before heading west to California, bringing his unique vision to the heart of the custom car movement. Photo courtesy of the Hines Family.

While Alex Xydias was hanging out at Jimmy Summers’ shop in the early 1940s, one of Summers’ employees, Bob "Barbells" Fairman, was working on a radical custom. Bob Fairman's 1936 Ford featured a chopped top and full fadeaway fenders, resembling the Buicks of that era. According to Xydias, it was the first custom he ever saw with fadeaway fenders. In Goodguys Goodtimes Gazette April 2010, Albert Drake recalled that renowned automotive designer Strother MacMinn once told him Summers built the coupe around 1943 or 1944, cementing it as an early example of the fadeaway fender style. Luckily, The Fairman Coupe has survived, and after going through a restoration, it looks better than ever. Photo from The Jimmy Summers Photo Collection.

Ed Park's 1936 Ford Convertible of Marshall, Missouri. Ed's '36 was originally restyled by Red Swanson of Portland, Oregon in 1944. R.I. Steere of Tacoma, Washington continued restyling it in the early 1950s. Ed bought the car in 1959. After buying it, he parked it in his parent's chicken house until 1977. In 1977 he started a restoration that he completed in 1983. Since then the car has gone through a couple of iterations. Ed still owned the car in 2020. He had thousands of miles on the car since the restoration, and he was still working on it.

Ray Russell's Gadabout of Detroit, Michigan. Built largely from aluminum and magnesium, Russell believed his car had post was possibilities. The build was completed in 1944.

After returning from WWII, Glen Wall settled in Whittier, California, and found himself drawn to the booming post-war custom car scene. In the mid-1940s, while working at a car lot, he bought this 1939 Ford convertible, already chopped and fitted with a Carson Top. The car’s sleek, low stance turned heads everywhere he went, and before long, people started offering to buy it. That’s when Glen realized he could turn customizing into a business. He began sourcing 1939 Ford convertibles, chopping the tops himself, welding the posts, and having them leaded and primed before taking them to Glen Houser at Carson Top Shop for a padded top. Black was the best-selling color, and his cars featured fender skirts, Appleton spotlights, Buick trim details, sunken license plates, and dual exhaust. Looking back, Glen told Sondre Kvipt of Kustomrama in 2016 that he estimated building and selling around 20-25 custom cars before chuckling, "But that’s a conservative number." This 1939 Ford was the first, and the one that started it all. Photo from The Glen and Forey Wall Collection.

Jimmy Summers of Hollywood, California, built one of the most influential customs of the 1940s, a radically restyled 1940 Mercury. Channeled 6 inches and lowered a total of 8 ½ inches, the Merc featured reshaped fenders, a sectioned hood, and a hand-fabricated grille reminiscent of a 1939 Buick. It sported a chopped windshield and a tan Carson Top, giving it a sleek, elegant profile. Restyled in 1946, the car’s first iteration was finished in a stunning Ruby Maroon lacquer, applied in 60 coats, and meticulously polished to perfection. In May 1947, Popular Mechanics featured the car, bringing Summers’ craftsmanship to a nationwide audience. According to the article, Summers hand-built about one car per week for customers, solidifying his reputation as one of the era’s premier customizers. Photo from the Jimmy Summers Collection.

Sam Barris falls victim to theft. On July 21, 1946, The Sacramento Union reported that custom car parts were stolen from Sam Barris' vehicle while it was parked near 15th and L Streets in Sacramento. Thieves stripped the car of its fender skirts, hubcaps, and three white wall rings. Photo courtesy of The Sacramento Union.

Frank Sandoval's 1936 Ford 3-Window Coupe of Wilmington, California was restyled in the 1940s. Frank bought the car after he returned from Army service around 1946 - 1947.

Jim Kierstead, a Navy veteran and friend of Sam Barris, bought this 1939 Mercury Coupe in 1945 after returning from service. Wanting a full custom, he took it to the Barris Brothers’ shop at 7674 Compton Ave. Rumored to be the first 1939-40 Mercury coupe chopped by Barris, Jim’s car was built for a smooth, flowing look. It was nosed, decked, shaved, and had its fenders leaded in. Running boards were removed, aftermarket headlights were installed, and the car sat low on flipper hubcaps and blackwalls. Jim drove the car in white primer for a few months before it was finished in black lacquer in December 1947. This in-progress photo was taken at the Barris shop by Don Cox during the chop. Photo from the Robert Genat Photo Collection.

Dick Owens of Redondo Beach, California, had this 1940 Mercury convertible restyled by Barris Kustoms after returning from WWII. A veteran of the Battle of Guadalcanal, Dick came home, married his girlfriend Betty, and got right into the booming custom car scene. According to Betty’s brother, Harold Johnson, Dick already had the Mercury in 1945, and it was in grey primer at the time. Sam Barris handled the chop, sometime between 1945 and 1947, giving the car a sleek, lowered profile. The running boards were removed and replaced with filler panels, the license plate was recessed into the trunk, and a padded Carson Top was added by Glen Houser. The car also featured fender skirts, and Hollywood Flipper hubcaps wrapped in blackwall tires. Photo courtesy of Tina Bergeson.

Ray Giovannoni's 1936 Ford Roadster of Washington, D.C. Before custom car magazines spread the gospel of chopped tops and lead sleds, Bud Unger was shaping metal on the East Coast, unaware of the California scene. A skilled metalworker trained in the Air Force, Unger applied his aircraft fabrication techniques to Ray Giovannoni's 1936 Ford roadster, creating one of the finest early East Coast Customs. He fully molded the fenders, quarter panels, aprons, and running boards, shaved the deck, moved the taillights into the bumper, and reshaped the front end to fit a Packard grille. The finishing touch? A deep, 20-coat jet black paint job laid down circa 1947-1948. Ray drove the freshly built custom across the country to have a Carson Top made in Los Angeles, gaining nationwide attention along the way. The trip proved that East Coast builders were creating showstoppers on par with their West Coast counterparts, and in November 1948, the car landed a feature in Hot Rod Magazine, cementing its legacy in early custom car history.

A radically restyled custom photographed at a used car lot located at 4875 El Cajon Blvd. in San Diego, California. Running 1947 license plates, the car seems to have started out as a 1940 Mercury Convertible. Modifications include a sectioned body, removed running boards, a chopped and padded top, a custom made grille and front end, molded body seams, fenderskirts, blackwall tires, and flipper hubcaps. Please get in touch with us if you have more info or photos to share of this mystery custom. Photo from The Robert Genat Photo Collection.

After serving in the Marine Corps during WWII, Lawrence Garrison moved to Quincy, Massachusetts, in 1947, bringing his passion for custom cars to the East Coast before hot rod and custom car magazines spread the movement. Based on a self-penned design, Larry transformed this 1940 Mercury into a sleek, low-slung masterpiece. He channeled the body, sectioned the hood, and chopped the windshield to achieve a streamlined European-inspired look. Full fadeaway fenders, nosed and decked bodywork, and push-button doors added to its elegance, while 1947 Buick bumpers and spun hubcaps gave it a distinctive flair. Larry built the car entirely himself, fabricating parts, stitching the Spanish leather interior, and even installing hydraulic window lifts. His Mercury wasn’t just a showstopper. It was a symbol of how custom culture was spreading across America. We believe the build was completed circa 1947-1948. Luckily, the car has survived, and today it is currently located in Norway. Photo courtesy of Paul Garrison.

Barris Kustoms was still finding its footing when George Barris' 1941 Buick won top honors at the first Hot Rod Exposition Show at the Los Angeles National Guard Armory in January 1948. That victory changed everything. Completed late in 1947, the Buick, with its chopped top, fadeaway fenders, Cadillac grille, and deep maroon paint, became a symbol of Barris’ craftsmanship and helped establish them as top customizers. Understanding the power of publicity, George started photographing his work, ensuring Barris Kustoms stayed in the spotlight. When Hot Rod Magazine launched in 1948, Robert E. Petersen reached out to George for photos, leading to features in magazines across the country. Soon, customers weren’t just coming from Los Angeles, they were bringing cars in from the Midwest and East Coast, eager to have a Barris-built custom of their own. Photo from The Jerry Fassett Collection.

This Barris’s Custom Shop business card from the 7674 Compton Avenue shop showcases George Barris' 1941 Buick, the car that helped put Barris Kustoms on the map. With its sleek design and deep maroon paint, it embodied the custom trends of the late 1940s and cemented Barris Kustoms as the go-to name in the growing custom car world.

Charlie Grantham's 1935 Ford Pick Up of San Bernardino, California. Charlie was a member of the SCTA Road Runner car club, and he restyled the truck himself in the late 1940s and the early 1950s. This photo shows the truck as it appeared in 1948.

Bruce Brown's 1936 Ford of San Mateo, California. Bruce's Ford was restyled in the 1940s, sometime prior to 1948.

Robert Fulton's 1936 Ford sedan convertible of Hollywood, California. Robert owned the car from 1947 to around 1949.

Benny Furtado's 1948 Ford Convertible. This early Gene Winfield custom showcases his emerging style before he became a household name. Built at Windy's Custom Shop, Gene's humble operation in a chicken coop behind his mother’s house at 1309 Figaro Avenue in Modesto, California, Furtado's Ford was one of his first customer builds. Benny, a dairyman, bought the car new and drove it stock for a year before bringing it to Gene for a chop in 1949. The roof was lowered, the rear fenders were molded, and a padded Carson-style top from Hall Upholstery completed the look. To drop it even further, Gene C-notched the frame, and later, a 1948 Cadillac grille was installed. This Ford stands as an early example of Winfield's craftsmanship before he became one of the most innovative and respected customizers of his era. Photo courtesy of Orvel "Speed" Reichert.

Marcia Campbell's 1949 Chevrolet Convertible of Los Angeles, California. In the male-dominated world of custom cars, Marcia Campbell was a rare and inspiring figure. Passionate about Customs, she drove her brand-new 1949 Chevrolet convertible straight from the dealership to Barris Kustoms for a full transformation. The result was a stunning example of late-1940s custom style, with leadwork, a chopped top, and a signature Padded Top by Gaylord. By the time her Chevy graced the cover of Motor Trend December 1950, Marcia had already moved on, trading the one-year-old custom for Carl Abajian's 1942 Ford coupe. The techniques perfected in the 1940s laid the foundation for the golden age of Kustoms in the 1950s. With radical designs, bolder ideas, and more builders pushing boundaries, the next decade would take the scene to new heights—but it all started with pioneers like Marcia and the craftsmen who turned molten lead into rolling works of art.

Who really coined the term "Kustom" with a K? Von Dutch famously claimed that he came up with the spelling while painting the Barris shop sign in the early 1950s. However, this ad from Motor Trend November 1949 proves that Barris was already using the distinctive spelling years earlier. Was it a branding decision Barris had embraced from the start, or did the term evolve naturally within the custom car scene? While the true origin remains a mystery, one thing is certain, "Kustom" with a K became synonymous with the Barris legacy and the birth of a movement that would define custom car culture for generations.

A Custom Car refers to a passenger vehicle that has been modified in appearance and performance to reflect the owner's unique style and needs. For over 100 years, people have been customizing cars to make them stand out and express their personal identity. The practice of customizing cars has evolved over the last century, blending influences from high-end coachbuilding, grassroots ingenuity, and shifting cultural trends.

In the early days, the term "Custom Car" referred to luxury vehicles commissioned by the wealthy and influential. These cars, often created by renowned coachbuilders like Brunn, Dietrich, or Murphy, were built from scratch or heavily modified on high-end chassis to reflect the owner's unique tastes and needs. These bespoke vehicles symbolized status, combining artistry and craftsmanship with cutting-edge engineering.

At the same time, a more grassroots movement began to emerge, particularly during the economic challenges of the Great Depression in the 1930s. While luxury custom cars remained a hallmark of the elite, everyday people began taking mass-produced cars and making modifications to improve their appearance or performance. Often done on a budget, these changes became known as "Restyled Jobs." Unlike their high-end counterparts, these restyling efforts were accessible and marked the beginning of a do-it-yourself approach that would shape car culture for generations.

By the 1940s and 1950s, the custom car movement had fully taken root in the United States. Enthusiasts began to modify their automobiles not only for personal expression but also for better performance. This era saw the birth of what is now known as Kustom Kulture, where car modifications became both an art form and a lifestyle. Over time, the movement grew into a global phenomenon, inspiring countless automotive subcultures and influencing modern car design and engineering.

Early Beginnings: Luxury and Status

The term "Custom Car" initially referred to luxury vehicles commissioned by wealthy individuals during the early 20th century. These bespoke cars were built by renowned coachbuilders such as Brunn, Dietrich, and Murphy. Constructed on high-end chassis from automakers like Duesenberg and Packard, they combined artistic craftsmanship with cutting-edge engineering to symbolize status and exclusivity.

The Great Depression and the Rise of DIY Customizing in the 1930s

During the Great Depression, car ownership became a precious luxury. Instead of trading in vehicles for newer models, many Americans, particularly teenagers, opted to modify and improve their existing cars. These grassroots efforts gave rise to what became known as "Restyled Jobs," where modest, mass-produced vehicles were transformed into personalized expressions of style and ingenuity.

One prominent figure from this period was Frank Kurtis, a pioneer in custom car culture and manager at Don Lee Coach and Body Works. In 1930, Kurtis reimagined his 1928 Ford Model A Roadster with streamlined fenders, a lengthened hood, a custom radiator shell, and Cadillac headlights. His work reflected a new aesthetic focused on smooth lines and subtle modifications, setting the stage for the custom car movement.

Another significant influence on the birth of the custom car trend was George DuVall, a designer and fabricator who is often credited with inventing the first "DuVall-style" V-windshield. This iconic piece, a streamlined windshield with a center divider, became a hallmark of early custom cars and is still celebrated today as a symbol of innovation and craftsmanship. DuVall worked closely with Southern California Plating Co., a business specializing in chrome plating that played an integral role in shaping the look of custom cars during this era. Chrome accents, such as grilles, bumpers, and trim, became a defining characteristic of custom cars, and Southern California Plating Co. supplied much of the work that gave early customs their distinctive, polished appearance.

The 1930s also saw the emergence of streamlining in automotive design, inspired by advances in aerodynamics and the Art Deco movement. This influence encouraged customizers like Kurtis and DuVall to prioritize sleek shapes and futuristic details in their modifications. Streamlining wasn’t just aesthetic—it also appealed to those seeking improved performance, as smooth, flowing lines reduced wind resistance.

Together, these innovators and businesses laid the foundation for what would become a full-fledged cultural movement. Their work in blending form and function established the visual language of custom cars, which would evolve into a lifestyle and artistic tradition that persists today.

Custom Cars of the 1940s and The Rise of Customizing

The 1940s marked a significant turning point in the evolution of custom cars, as the practice of modifying automobiles for aesthetic and performance purposes transitioned from a niche hobby into a full-fledged cultural movement. While the 1930s had laid the groundwork, primarily with luxury coachbuilt customs and grassroots "restyled jobs," the 1940s saw a rapid expansion of customization techniques and the establishment of influential builders who would shape the industry. Figures like Jimmy Summers, Harry Westergard, George Barris, and Bill Hines pioneered key modifications such as chopped tops, shaved trim, fadeaway fenders, and the use of lead for seamless bodywork, setting the stage for the golden age of customs in the following decade.

Customizing in the early 1940s was still an underground practice, primarily concentrated in California, where warm weather and a thriving car culture provided the ideal environment for experimentation. While early custom cars were often modified for aesthetics, they also incorporated elements from race cars, hot rods, and European luxury automobiles.

During this period, automobile manufacturing was halted in 1942 due to the United States' entry into World War II, and materials such as steel, rubber, and fuel were rationed. As a result, car enthusiasts had to rely on modifying older vehicles rather than purchasing new ones. Many returning servicemen, trained in welding, machining, and bodywork, applied their technical skills to automobile customization, fueling a post-war boom in the custom car scene.

Pioneering Customizers of the 1940s

Jimmy Summers

Considered by many to be one of the first professional customizers, Jimmy Summers operated Jimmy Summers Custom Automobile Body Shop at 7919 Melrose Avenue, Los Angeles, throughout the late 1930s and 1940s. His shop was located across from Fairfax High School, where students such as Alex Xydias would watch him work.

Summers was known for his chopped tops, channeled bodies, recessed license plates, frenched headlights, and seamless body modifications that predated many of the factory design trends of the 1950s. Unlike the more radical customizers who followed him, Summers focused on subtle refinements that made stock cars look smoother and more sophisticated.

His work gained recognition among early hot rodders and car enthusiasts, and his techniques helped standardize many of the fundamental modifications that would define kustom kulture.

Harry Westergard

While Summers operated in Los Angeles, Harry Westergard was developing his own unique approach to customizing in Sacramento, California. Working from a garage on Fulton Avenue, Westergard modified cars for local racers and street enthusiasts, often using salvaged parts from high-end luxury automobiles.

Westergard's signature touches included, chopped tops, custom grilles often sourced from LaSalle and Packard models, molded fenders, fadeaway fenders, lowered suspension, smoothed and reshaped body lines.

He was particularly influential in the early Mercury custom scene, setting the groundwork for what would later be known as "lead sleds." Many of his styling cues were adopted and expanded upon by George Barris and Sam Barris in the late 1940s and early 1950s.

George Barris and the Birth of Barris Kustoms

One of the most influential figures in custom car history, George Barris, began his career in Roseville, California, where he learned metal shaping and bodywork. George honed his craft under Harry Westergard before moving to Los Angeles in 1942.

In 1944, Barris opened a small shop on Imperial Highway in Bell, California, officially establishing what would become Barris Kustoms. The details of exactly how Sam Barris joined the business vary depending on the source. According to a 1953 Hop Up article, Sam looked up his long-lost brother after the war, and the two sat down to reminisce about old times. As they laughed about a Buick they had restyled up in Roseville, George suddenly had an idea. "Hey, man, I've got an idea. Let's go into the custom business together!" Sam wasn’t convinced. "I don’t know the first thing about bodywork," he reminded George. But George had confidence in his brother. He started teaching Sam the tricks of the trade and, after a few weeks, decided he was good enough to pass as a bodyman. The brothers pooled their resources and rented a small shop on Imperial Avenue in Los Angeles in 1946. By the late 1940s, Barris had gained national recognition for their radical body modifications, custom paint techniques, and signature styling elements. Their work was prominently featured in the first Hot Rod Exposition Show in 1948, helping to legitimize custom cars as a distinct automotive art form.

Popular Custom Modifications of the 1940s

The 1940s was the decade when signature custom modifications became standard practice. Customizers were perfecting the art of chopping tops, sectioning bodies, and molding body panels to create smoother, more flowing lines. Some of the most popular modifications of the time included:

Chopped Tops

Lowering the roofline of a car for a sleeker, more aggressive stance. One of the most dramatic and defining modifications of the 1940s. Popular among both hot rodders and customizers, a well-executed chop could turn an ordinary sedan into a sinister boulevard cruiser or give a convertible a low, road-hugging profile when paired with a padded Carson-style top.

Channeled Bodies

Also known as “body dropping,” this modification involved lowering the body over the frame rails to achieve a lower stance without altering the roofline. By cutting the floor and raising it higher around the frame, customizers could make a car sit dramatically lower, giving it a ground-hugging, streamlined look. Channeled bodies were popular among both early hot rodders and customizers, who favored a low, aggressive profile that emphasized speed and style.

Inset License Plates

This feature marked the "California Car" back in the early days of customizing. By recessing the license plate into the deck lid or rear pan, builders achieved a cleaner, more integrated look. Eliminating bulky brackets and exposed mounts, inset plates helped create the smooth, flowing lines that became a defining trait of early West Coast Customs.

Frenched Headlights

A signature custom touch born in the 1940s, this modification involved recessing the headlights into the fenders for a flush, integrated look. By eliminating factory bezels and blending the lights into the body, customizers gave their cars a refined, futuristic appearance that remained popular for decades.

Shaved Trim

One of the simplest yet most effective ways to refine a custom car’s appearance. By removing factory badges, door handles, and excess chrome, builders achieved a smooth, uninterrupted look that emphasized the car’s body lines. Often paired with hidden door poppers, this modification gave customs a sleek, almost futuristic presence on the street.

Solid Hood Sides

A classic pre-war custom trick that carried into the 1940s, replacing factory-vented hood sides with smooth, solid panels gave cars a more refined and seamless look.

Removed Running Boards

A popular modification that gave cars a lower, more streamlined profile. By eliminating the running boards and extending the rocker panels, customizers created a sleeker, more upscale appearance reminiscent of high-end coachbuilt cars. This simple yet effective change made early customs look more modern and refined.

Fender Skirts

A signature custom touch that enhanced a car’s flowing lines by covering the rear wheel openings. Inspired by luxury cars of the era, skirts gave customs a smooth look, making them appear lower and more refined. Often paired with lowered suspensions and wide whitewall tires for maximum effect.

Custom Bumpers

Swapping out factory bumpers for more stylish alternatives was a popular way to personalize a custom. Ripple bumpers and 1940 Oldsmobile bumpers were among the favorites, adding a touch of elegance or a more aggressive stance.

Spotlights

A popular accessory that added both style and function, spotlights became a staple of 1940s customs. Often mounted in pairs on the A-pillars, they gave cars a high-end, almost factory-luxury look. Appleton spotlights were the gold standard, prized for their sleek design and ability to swivel, though most were installed purely for style rather than function.

Cowl-Antenna]

A subtle but stylish modification, relocating the antenna to the cowl kept the car’s lines clean while maintaining functionality.

Push-Button-Operated Doors

A high-tech touch for the 1940s, replacing traditional door handles with hidden push-button mechanisms, gave customs a sleek, futuristic look. This modification not only enhanced the car’s smooth, uninterrupted lines but also added an element of mystery and sophistication.

Custom Hubcaps

A must-have accessory in the 1940s, custom hubcaps added flair and individuality to any build. Single-flipper hubcaps were a popular choice.

Custom Grilles

Swapping out stock grilles for more elaborate designs was a signature touch of 1940s customs. Builders often borrowed from Cadillac, LaSalle, or Packard to create a more upscale, distinctive front end. A well-chosen grille could completely transform a car’s personality, giving it a luxurious or aggressive look.

Lowered Suspensions

A key element of the early custom look, lowering a car’s suspension gave it a sleeker, road-hugging stance. This was often achieved by de-arching the leaf springs, a simple but effective method to bring the body closer to the ground. A lower ride height enhanced the car’s streamlined appearance and set it apart from stock models.

Carson Tops

Developed by Amos Carson and perfected by Glen Houser at Carson Top Shop, the Carson Top was a non-folding, padded convertible roof that gave cars a luxurious, sleek profile. It became a defining feature of high-end customs in the 1940s.

Impact of World War II on Custom Car Culture

The outbreak of World War II temporarily halted the progress of the custom car movement as material shortages, fuel rationing, and restrictions on civilian car production made it difficult for enthusiasts to modify or even maintain their vehicles. However, the war had an unintended positive impact on the industry. Many young servicemen received extensive training in welding, machining, and fabrication—skills that would later prove invaluable in car customization. Exposure to European sports cars and racing culture further influenced their tastes and ideas, introducing new design concepts that would shape the post-war era. When the war ended, a booming economy provided returning veterans with disposable income, allowing them to invest in automobiles and modifications. This combination of technical expertise, fresh inspiration, and financial means led to a resurgence in car culture, laying the groundwork for the explosive growth of the custom car scene in the late 1940s and beyond.

The Post-War Boom and the Lead Sled Era

By the end of the 1940s, the custom car scene was experiencing unprecedented growth. The return of automobile production in 1946 meant newer cars were available for modification. By 1950, the supply was catching up with demand, and prices quickly began to fall. According to Albert Drake, a complete Model A could be had for as little as $5-20 in the late 1940s, "although the average price was somewhere around $75."

The Barris Brothers, the Ayala Brothers, and Valley Custom Shop rose to prominence in the late 1940s, each bringing their own unique style to the movement. Meanwhile, the first car shows and automotive magazines dedicated to customs began appearing, solidifying the genre’s place in American car culture.

Custom Cars of the Early 1950s

According to Portland, Oregon hot rodder, historian and author Albert Drake, a revolution occurred in terms of styling and customizing in the late 1940s and the early 1950s. "Every Detroit car had outgrown what was a pre-war body shape, and the new cars were longer, lower, sleeker. Therefore, many people wanted to make their older cars look more modern, or at least a bit nicer." In 1982 Drake wrote an excerpt about the roots of hot rodding where he pointed out that; "Today we look back at pre-1949 cars with a wistful eye but at the time they seemed drab; high and boxy, with plain interiors, and painted a few standard colors (usually black, dark blue, or grey). It didn't, however, take much to make them more interesting: lowering blocks or shackles, fender skirts, dual exhausts with chrome 'echo cans,' deluxe seat covers and a metallic paint job would cause the guy beside you at the light to sit up and take notice."

Customizing vs Restyling

In 1951, Trend Book 101 Custom Cars was published by Trend, Inc as a result of the growing interest in customized cars. The introduction in the book stated early that restyling and customizing are two things that, like the arts, are better left for the masters. The book defined a custom job as a job that had been custom-built, from the ground up as it were and to order. A restyled job was defined as a stock auto that had been altered somewhat from the original design. Therefore, if you were going to customize a car you would practically start from scratch ending up with a hand-built, totally different creation. If you were to restyle a car, you would change the outside appearance, without evolving a drastically-modified car. The terms were often misused, and in order to explain where the restyled car leaves off and a custom job begins, the following definition was explained in the book: "A restyled car can include any or all of the following modifications without actually being a custom job: a bull-nose, a deck job, fadeaways, a new grille, and/or new bumpers. When it gets to chopped tops and channeling, the car would more properly be termed a custom job." With these two terms defined, the purpose of the book was to show readers the latest trends of customized and restyled cars from coast to coast.

West Coast Restyling of the Early 1950s

Common and favored restyling-features on many West Coast custom jobs in the early 1950s included body modifications such as nosing and decking, license plate set on bumper, tail lights set in bumper guards, dual spotlights and fender skirts.

Deck Out

In the early 1950s, "Deck Out" was a term for restyling a car by adding extra ornamentation such as metal sun visors, chrome exhaust stacks, port holes, extra lights forward and aft, fender flaps, extra radio aerials, bumper guards and more accessories you could buy from your local accessory shop. In the other end were motorists that believed in restyling by smoothing off their cars. This process span from simple modifications such as removal of ornamentation, dechroming and sealing of the car to give a port less, louver-less, one-piece look to chopping the top or channeling the body over the frame.

The Golden Era of the 1950s

During the 1950s, the custom car movement gained momentum, with magazines like Rod & Custom and Car Craft showcasing the innovative work of customizers. The era also saw the rise of hot rods and drag racing, further cementing the custom car culture.

Lowrider and Kustom Kulture of the 1960s and the 1970s

The 1960s and 1970s witnessed the rise of new automotive subcultures, such as lowriders and Kustom Kulture. Lowriders originated in the Chicano community in Southern California, where cars were modified with hydraulic suspension systems for a distinctive "low and slow" look. Meanwhile, Kustom Kulture emerged from a fusion of custom cars, hot rods, and motorcycle influences, with artists like Ed "Big Daddy" Roth and Von Dutch creating unique artwork and pinstriping designs.

Modern Custom Cars

The custom car culture has continued to evolve, incorporating new styles and techniques. The new millennium saw a resurgence of interest in classic customs and hot rods.

Custom Cars of the 1940s

Alex Xydias' 1934 Ford Cabriolet
Bruce Brown's 1936 Ford
Frank Sandoval's 1936 Ford 3-Window Coupe
George Barris' 1936 Ford 3-Window Coupe
Jack Calori's 1936 Ford 3-Window Coupe
Leland Davis' 1936 Ford
Ray Giovannoni's 1936 Ford Roadster
Red Swanson's 1936 Ford Convertible
Robert Fulton's 1936 Ford Sedan Convertible
Tommy Jamieson's 1936 Ford 5-Window Coupe
Vern Simon's 1936 Ford Roadster
Leroy Semas' 1937 Chevrolet Coupe
Neil Emory's 1937 Dodge Convertible
Al Twitchell's 1937 Ford Sedan
Richard Emert's 1937 Ford Convertible
Richard Meade's 1938 Buick Convertible
John Sal Cocciola's 1938 Chevrolet Convertible
George Bistagne's 1938 Ford DeLuxe Convertible Sedan
Harold Johnson's 1938 Ford Tudor
Joe Stone's 1938 Ford Convertible Sedan
Norm Milne's 1938 Ford Convertible Sedan
Arthur Lellis' 1939 Ford Convertible
C. E. Johnson's 1939 Ford
Dick Bair's 1939 Ford Convertible Sedan
Emil Dietrich's 1939 Ford Convertible
G. L. Harlander's 1939 Ford V-8 Convertible Sedan
Harry O. Lutz' 1939 Ford Convertible
Harry Keiichi Nishiyama's 1939 Ford Convertible
Jack Ruynan's 1939 Ford Convertible
Jerry Moffatt's 1939 Ford Convertible
Kenny Controtto's 1939 Ford Convertible
Mel Falconer's 1939 Ford
Mickey Chiachi's 1939 Ford
Bill Henderson's 1939 Mercury Convertible
Bill Spurgeon's 1939 Mercury Coupe
Jim Kierstead's 1939 Mercury Coupe
Bob Creasman's 1940 Ford Coupe
Fred Cain's 1940 Ford Coupe
Gene Garret's 1940 Ford
Johnny Williams' 1940 Ford Coupe
Ralph Jilek's 1940 Ford Convertible
Al Andril's 1940 Mercury Coupe
Butler Rugard's 1940 Mercury
Dick Owens' 1940 Mercury Convertible
Harold Ohanesian's 1940 Mercury Convertible Sedan
Jimmy Summers' 1940 Mercury Convertible
Johnny Zaro's 1940 Mercury Coupe
Maximilian King's 1940 Mercury Convertible
Eldon Gibson's 1940 Oldsmobile
Al Twitchell's 1940 Plymouth Four Door
Bill Hines' 1941 Buick Convertible
Frank Kurtis' 1941 Buick - The Kurtis Buick Special
George Barris' 1941 Buick Convertible
Pierre Paul's 1941 Buick Special
Al Lauer's 1941 Cadillac Convertible
Dick Carter's 1941 Ford Convertible
George Janich's 1941 Ford Business Coupe
Jesse Lopez' 1941 Ford Club Coupe
John Vara's 1941 Ford Convertible
Charles Kemp's 1941 Plymouth Convertible
Dean Batchelor's 1941 Pontiac
Marvin Lee's 1942 Chevrolet Fleetline
George Shugart's 1946 Chevrolet Convertible
Raymond Jones' 1947 Studebaker Convertible
Vincent E. Gardner's 1947 Studebaker Sportster
Benny Furtado's 1948 Ford Convertible
Albrecht Goertz's 1948 Studebaker Business Coupe
Marcia Campbell's 1949 Chevrolet Convertible

Custom Trucks of the 1940s

Charlie Grantham's 1935 Ford Pick Up

Sport Customs of the 1940s

Norman Timbs' Buick Special
The Rotzell 46
Robert McClure's Custom
George McLaughlin's Roadster