Network
Molten steel being poured.
Way back in our hot rodding past, before even the television proliferated every home in America, people relied on newspapers, radio, and news reels for information and entertainment. During those days, over 75 years ago, Chevrolet released a film to educate the public about the uses of steel in automobiles.
Through the magic of our modern society, this film’s contents are forever preserved now on YouTube. The film outlines all the major parts of the steel manufacturing process, from mining the iron ore, to hardening, rolling, and alloying using various additives and other metal compounds. The inside footage that is shown within the foundry and mills is likely something that most of us have never seen. What may be even more shocking is that other than some changes in technology and refinement of processes, the same basic steps are still used today to manufacture steel.
Taking things a step further, the video goes on to give numerous examples of how steel is used in the auto industry. Pointing out that a car built during the time the film was made has over 4,500 different parts, and each component must use the proper type of steel in order to ensure the best durability, parts life, and safety. Everything from basic cast iron for brake drums to chrome-nickel steel for the axle shafts, and case hardened steel for the ring and pinion gears is mentioned.
Left: A machine tests the hardness of steel by putting a dimple in it with a set amount of pressure. The bigger the impression left, the softer the steel. Right: Chromium is added to steel to create these transmission gears.
So before there were multiple cable networks that featured documentaries and so called reality based dramas that showed the construction of everything from a production car, to a trick custom – there were these simple, yet very educational films. Placing emphasis on the attention to detail and quality that went into every car, and the complexity of the process, then near the end silently promoting the brand that brought you the film.
It’s interesting that this type of marketing was used to promote the Chevrolet brand to the general public, and an interesting demonstration of what people looked for when buying their next cars, three quarters of a century ago.
