Southern California Plating Company

Southern California Plating's 1931 Ford Model A Delivery Truck. Leonard DeBell had George DuVall hammer out new curves for their delivery trucks in order to promote the business. The grille on this truck is believed to have been the inspiration for the startling grille which distinguished the radical Hudson Terraplane of the same era. Photo from The Jimmy Summers Photo Collection.

"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, Leonard DeBell's Ford Model A Roadster 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 Service Tow Car Really Dolled Up" – Don Leomazzi, head of Service Auto Body Works at 5624 Sunset Boulevard, showcases his newly customized service tow car in this photo from the Los Angeles Evening Citizen News, November 14, 1934. Built on a 1½-ton Dodge chassis purchased from Herbert R. Pulver, the tow truck was outfitted with a custom body by Leomazzi's shop and featured chrome detailing by the Southern California Plating Co. Leomazzi proudly described it as "the finest tow car on the Coast."

Southern California Plating's 1935 Ford Phaeton

The Southern California Plating Company was a prominent chrome plating and custom automotive shop based in Los Angeles, California, during the 1930s and 1940s. Renowned for its craftsmanship and innovative designs, the company played a significant role in the early custom car scene and influenced automotive trends of the era.

History and Operations

In the 1930s, the Southern California Plating Company specialized in producing race car shells, chrome components, and other automotive necessities. To promote the business, manager Leonard DeBell collaborated with George DuVall, the shop’s chief engineer, to modify the company's delivery trucks. DuVall reworked these vehicles with sleek new curves and plated decorative front ends, turning them into moving advertisements for the shop's expertise. These creations quickly became admired and widely imitated, helping to establish a custom automotive trend in the 1930s.^[1]

One of the shop's most notable creations was a 1931 Ford delivery truck, whose grille design is believed to have inspired the radical and distinctive grille of the Hudson Terraplane from the same era. This design innovation exemplified the shop's influence on the evolving aesthetics of automotive design during the early 20th century.^[1]

In 1942, the Southern California Plating Company was located at 4444 Sunset Boulevard, Los Angeles, California, with Leonard DeBell continuing as manager and George DuVall serving as chief engineer.^[2]

Notable Projects and Influence

Southern California Plating Company was known for its collaboration with other key figures in the custom car industry. In 1934, the company performed chrome detailing for Don Leomazzi’s custom-built service tow car, which was featured in the Los Angeles Evening Citizen News. This partnership demonstrated the company's reputation for high-quality chrome work, which elevated the aesthetics of custom vehicles in Southern California.

A newspaper article from the Los Angeles Evening Citizen News, dated April 6, 1932, further highlighted the shop's role in advancing custom automotive design. It described the company's innovative methods for plating and customizing vehicle components, emphasizing their craftsmanship and influence on automotive style trends of the era.

Legacy

The Southern California Plating Company left a lasting impact on the custom car culture and the wider automotive industry. By blending artistry with functional design, the shop not only enhanced the appearance of vehicles but also helped shape the visual language of automotive customization during its formative years. Its contributions to chrome work and custom design remain a significant part of Southern California's rich car culture history.

Employees

George DuVall
Leonard DeBell