Re: IML: Side Marker Lamps/Reflectors

[Christopher H <imperial67@xxxxxxxxxxxxx>]

This is yet another reason why I love this list... The people you meet!
Burton, I'm honored to receive a response from Product Planning!

I'm curious why even with the less standardized approach for 1969 why the
reflectors couldn't have wiring and light bulbs. Especially since that part
already existed for most models (only the C-bodies were new for 1969).

I also have a '72 Charger, and the one part of it I always feel shortchanged
on is the standardized side marker lamps/reflectors. Every time I see a 1971
model with its lovely flush-mounted, specifically styled design, I secretly
long for a '71!

Never knew Bornie called the '68 round lamps "whale's eyes." We always
called them "Nader Eyes" after safety advocate Ralph, of course. Wonder what
he'd think of the clichéd circular taillamp treatment on damn near every car
today... Or how much he must have loved the '72-75 "shields" on the rear
fenders of Imperials.

Fast forward to modern days, and I'm still amazed that so few cars have
added the simple, no-cost feature where "front amber sidemarkers...may...be
wired so as to flash with the turn signals." Chrysler had them across the
line, from the Neon to the Grand Cherokee, by the end of the 20th century,
but even the new models have dropped this useful side-visible turn signal.
And since it costs virtually nothing to add (it's merely a wiring
arrangement, not an additional lamp or control unit...I've even re-wired
several of my own cars to add this feature), it just seems lazy and
thoughtless. Then again, I never thought I'd see German cars with red rear
turn signals again either... Suddenly it's 1960!

Thanks again, Burton, for the great reply!

Chris in LA
Intelligent lighting enthusiast



On 9/12/06 4:15 PM, Burton Bouwkamp at northburt@xxxxxxxxxxx wrote:

> "Chris in LA" wrote "I never figured out why 1968 models have illuminated
> side marker lamps, then 1969s have only non-powered reflectors, then 1970s
> have both".
> 
> Here's the answer. I was Chrysler's Director of Product Planning from 1968
> to 1975 so I was involved in these side marker decisions.
> 
> First, some background. Here is a summary of the Federal Motor Vehicle
> Safety Standard (FMVSS #108) that required side marker lights OR reflectors
> in 1968 and 1969. Notice that it specifies side marker lights AND reflectors
> in 1970.
> 
> 
> 
> FMVSS #108
> Sidemarker lights and reflectors
> In North America, amber front and red rear sidemarker lamps and reflectors
> are required. The law initially required lights or reflectors on vehicles
> made after 1 January 1968. This was amended to require lights and reflectors
> on vehicles made after 1 January 1970. These side-facing devices make the
> vehicle's presence, position and direction of travel clearly visible from
> oblique angles. The lights are wired so as to illuminate whenever the
> vehicles parking and taillamps are on, including when the headlamps are
> being used. Front amber sidemarkers in North America may or may not be wired
> so as to flash with the turn signals.
> 
> 
> 
> HISTORY
> 
> At Chrysler we decided to do side marker lights in 1968. All vehicles except
> Imperial used the same side marker light design. Except for the difference
> in lens color they were the same lamp for the front fender and rear quarter
> panel. This simplification saved us a lot of money and let us do the design
> and engineering job a lot quicker than if we had to do unique lights or
> unique reflectors for each carline.
> 
> During the 1968 model year we got a new Product Development (Product
> Planning, Styling and Engineering) Vice President by the name of Leroy
> Bornhouser. We called him "Bornie". Bornie took issue with the appearance of
> the 1968 side marker lights which he said looked like "whales eyes". He
> ordered us to put side markers on the car in 1969 that were more
> attractive - more integrated with the sheet metal. So in 1969 we went to
> flush reflectors (no bulbs) that were different for each fender and quarter
> panel. Time was short so this took a "crash program" to meet 1969 model
> production.
> 
> The 1969 reflectors didn't meet 1970 standards which required lamps AND
> reflectors so we had to design and tool the side marker lights again. We did
> them three times in three years!
> 
> Burt Bouwkamp
> 
> 
> 
> 
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