SHOW-64

This promotional poster was used to advertise Show-64, Sweden's first indoor hot rod exhibition, held April 10–12, 1964, at Scania-Bilar Söder on Ringvägen 25–37 in Stockholm. Organized by go-kart champion Roffe Skoghag, the event featured hot rods, custom bikes, go-karts, and a miniature race track. Gulf, Skoghag’s racing sponsor, handled the event’s marketing, helping to attract a crowd of 1,500 spectators despite limited publicity.

Rare Footage from Show-64 - This Super 8 sequence from Flammor, Asfalt, Nagellack offers a rare glimpse into Show-64. Created by Mats Wallander, the video features original footage from the event, including an improvised award ceremony where Palle Eriksson is believed to have received Best in Show. It also includes a photo slideshow compiled from images collected by Björn Ramsten, preserving a unique piece of early Scandinavian hot rod history.

Show-64 was the first indoor hot rod show ever held in Sweden. Organized by 24-year-old Swedish go-kart champion Roffe Skoghag, the groundbreaking event took place over the weekend of April 10–12, 1964, at Scania’s facilities on Ringvägen 27 in Tanto, Södermalm, Stockholm.

Background

The idea for the show was sparked one night when Roffe saw a group of hot rods parked along Kungsgatan in Stockholm. The cars belonged to members of the early Swedish hot rod scene, including Sillarna, Junken, and Palle Eriksson. Inspired by the sight, Roffe envisioned an indoor car show that would bring together the small but growing hot rod community for the public to see.

Planning and Promotion

Despite his young age, Roffe managed to strike a deal with Scania, who agreed to lend him their indoor space for the event. He also persuaded his go-kart sponsor, Gulf, to take care of the show’s marketing and publicity. This partnership helped give the show a professional appearance, even though it was a grassroots initiative.

The Event

Held in April 1964, Show-64 featured approximately 25 hot rods and custom cars, alongside numerous 1/24 scale plastic model cars on display. Although it was not widely advertised, the show drew an impressive 1,500 visitors over the weekend, marking a major success for the fledgling Swedish hot rod and custom scene.

This was the first time such a large group of Swedish hot rods and customs had been brought together for an indoor public exhibition, making Show-64 a milestone in Swedish automotive history.

Legacy

A short Super 8 film sequence from the event can be seen in the documentary Flammor, Asfalt, Nagellack, by Norrby Design and Perry Ahlgren. In the footage, an improvised prize ceremony is shown, during which Palle Eriksson is believed to have been awarded Best in Show.

Unfortunately, little photographic or archival material from Show-64 has survived, and the event remains somewhat undocumented. Kustomrama encourages anyone with additional information, photos, or memorabilia from the event to get in touch at mail@kustomrama.com and help preserve this important part of Swedish hot rod history.

Cars Attending:

Palle Eriksson's 1924 Chevrolet
Bengt Wennergren's 1949 Ford
Lars 'Lare' Wahlström's 1938 Dodge - "Maffia Mobile"
Lars Erik Ljungkvist's 1932 Ford
Hans Broberg and Kjell Gustad's 1938 Chevrolet
Inge Ellburg's 1955 Ford Sunliner
Christer Lundberg's 1937 Ford Coupe
Sven Sandberg's 1956 Ford
Bosse Ericsson's 1932 Ford