Coggiola Exemplar I

Vehicle Overview

The Coggiola Exemplar I is a unique concept vehicle constructed in 1967 by Carrozzeria Coggiola of Turin, Italy. Commissioned by the Bridgeport Brass Company and the Copper Development Association of the United States, the car was conceived not as a production prototype, but as a demonstrative platform to explore the functional and aesthetic applications of copper and its alloys in automotive design. The project was directed by Italian designer Mario Revelli de Beaumont, whose long-standing interest in material innovation and advanced industrial forms informed the Exemplar’s construction and presentation. The vehicle was based on the chassis of a 1967 Buick Riviera Gran Sport, retaining the original 430 cubic inch V8 engine and automatic transmission. The bodywork was entirely redesigned in steel and non-ferrous materials, adopting a long, wedge-like silhouette with exaggerated proportions, a flattened roofline, and abbreviated rear quarters. The visual language anticipated styling idioms that would become widespread during the 1970s, particularly in the use of geometric surfaces and reduced ornamentation. Copper and copper-based alloys were utilized extensively throughout both the mechanical systems and interior detailing. Components such as disc brake rotors, dual radiators (for both engine and air conditioning systems), brake lines, fuel lines, and engine dressings were fabricated in copper or bronze alloys. The interior featured eleven distinct copper finishes, including plated consoles, trim inserts, vent bezels, and seat hardware. Exterior features included brass-plated Borrani wire wheels and bronze-coated bumpers, employed not merely as decoration but as integral design elements. The vehicle, identified by chassis number 6749467, was unveiled at the 1968 New York International Auto Show before being exhibited at a series of industrial and design events across the United States. Though originally intended for disposal following the conclusion of its promotional function, it was retained by Herman Steinkraus, president of the Bridgeport Brass Company, and placed in long-term storage. The car later re-emerged in the 1990s, underwent partial refurbishment in 2015, and has since been exhibited at major concours events. The Coggiola Exemplar I stands as a singular intersection of industrial advocacy, coachbuilding tradition, and speculative design, reflecting a period in which materials science and aesthetics were jointly pursued through the medium of the concept automobile.