The massive Car and Driver archive is stuffed chock full of original press photos, our own photography, technical specifications, test results, and more from pretty much every car that was sold—or intended to be sold—in the U.S. between the 1950s and today. We use this archive frequently, and our most recent deep dive turned up an utterly glorious 1980 American Express catalog featuring an ad for a DeLorean DMC-12 plated in 24-karat gold. We thought you needed to see this.
We have no idea who decided it necessary to store this catalog in a folder assigned to the DeLorean DMC-12. We don’t really care. That’s because between the wondrously ’80s vibe of the catalog itself—there were entries for a Solo-Flex bodybuilding machine ($495), a portable Panasonic TV ($200), and a Gleneagles trench coat ($165)—and the DeLorean gracing the publication’s cover, we’re smitten.
The catalog declares “This Christmas, American Express brings you the gold at the end of the rainbow,” and the cover car bears a front license plate that resembles a green Amex card. In the DeLorean listing itself, American Express declares the gilded ride “the most luxurious car in the world.” Here’s the original ad, which we’ve also transcribed below:
“The car of the future—a sportscar so spectacular that it surpasses the imagination. From its dramatic gull wing doors and outer surface of glittering 24 karat gold to its Colin Chapman world championship automotive engineering, the DeLorean glides into the future with a grace and authority that is seldom seen.
The luxury is unbelievable. Specially commissioned by you alone—as conceived by the great Giorgetto Giugiaro—the DeLorean is a masterpiece of engineering and design. And, as befits its extraordinary character, the entire corrosion-free stainless steel outer body panels of this limited edition DeLorean will be electroplated with pure 24 karat gold.
Imagine yourself behind the wheel of the most talked about sportscar of this century—a car that speaks luxury, performance and advanced engineering with a richly appointed Connolly English and Italian glove leather interior, multi-speaker high output stereo system, air conditioning, full instrumentation and electrical locking, a rear-mounted, light alloy overhead cam PRV V6 2.85 litre engine, Bosch K-Jetronic fuel injection, Lambda Sond/catalytic emission control, 5-speed manual, or 3-speed automatic transmission, counter-balanced gull wing doors with cryogenically pre-set stainless steel torsion bars—to name just a few of its features. Your 24 karat gold DeLorean will move you like you’ve never been moved before—0 to 60 mph in under 8 seconds.
Furthermore, no more than 100 will ever be produced. The first step toward becoming one of the 100 people in the world to acquire this limited edition car is to call one of our toll-free numbers for answers to all of your questions. When production of your car begins in the United Kingdom for delivery to any of the more than 300 DeLorean dealerships in the United States in June of 1981, a deposit of $10,000 will be required on this $85,000 masterpiece. Chargeable, of course, on your American Express Card account. Truly a golden opportunity!”
- Awesome to the Max: C/D’s Coolest Cars of the 1980s
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- Advertising the 1980s: 44 of the Most Bodacious Car Ads of the ’80s
Under eight seconds to 60 mph, far out! Colin Chapman world championship automotive engineering? We have no idea what AmEx is attempting to say here, but that guy did great things with Lotus! Charging $85,000 on your credit card? Sure! After all, that’s something else that piece of plastic is good for beyond knocking out lines of powder. If you’re thinking $85K was a lot of money in 1980, you’re right, it was. In fact, today that would equate to more than $250,000. Also, if you’re thinking DeLorean never got around to building 100 of these things—or 100 suckers weren’t conned into purchasing one—you’re also correct! According to deloreanmuseum.org, just four were ultimately sold, with one eventually making an appearance at the Petersen Museum in California. On second thought, pass the $70 Casio calculator watch—that seems like a better use of stainless steel.