Malcolm Bricklin
Malcolm Bricklin
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Malcolm N. Bricklin (born March 9, 1939) is an American businessman, widely known for an unorthodox career spanning more than six decades, with numerous prominent failures and successes — primarily manufacturing or importing automobiles to the United States, ultimately starting over 30 companies throughout the course of his business career.[2]

Key Information

After franchising his father's hardware stores at age 19, Bricklin founded Subaru of America, Inc. in 1968, founded General Vehicles to manufacture the Bricklin SV-1 (1974–76), imported and marketed Fiat X1/9 and Fiat 124 Sport Spider (1982), imported and marketed under the name Yugo the Zastava Koral hatchback from the then-Yugoslavia (1985−92), manufactured and marketed an electric bicycle as the EV Warrior (1982), and contracted to import and distribute vehicles made by the Chinese company Chery (2004). In 2017, at age 78, he promoted a plan to transform high-end car dealers into high-end art dealers, after becoming interested in the business aspect of art.[3]

Background

[edit]

Born March 9, 1939, in Philadelphia to Jewish parents,[citation needed] Mr. Bricklin had one of his first jobs stretching hides in his family's furrier shop.[4] He grew up in Orlando, Florida, graduating from Boone High School in 1956.[5] Bricklin said that as a child, he never liked to eat; "stopping to eat meant I had to stop playing."[4]

"The things that people see as failures are often the steps to success. I got my fame and power from the failure of the Bricklin."

Malcom Bricklin[4]

At the height of his success, he owned a desert ranch in Scottsdale, Arizona, and a 5,000-acre home in the Colorado Rockies with an indoor shooting range, a riverfront swimming pool, helipad, and pet camel.[4]

Bricklin has six sons.[6] As of 2017, he has been divorced three times,[2][4] and lives in Monroe, New York[3] with his wife, artist Sania Teymeny.

Career

[edit]

Handyman America

[edit]

Bricklin built his father's Orlando, Florida, building-supply business into a franchised chain at age 19. Named Handyman America and open seven days a week,[7] Bricklin left behind his interest in 1960 after dozens of lawsuits and judgments stemming from the chain,[8] — shortly before the chain's bankruptcy.[8]

Subaru

[edit]
Further information: Subaru of America

In the mid-1960s, after he sold his interest in Handyman, Bricklin moved back to Philadelphia. When he was exploring establishing a network of gas stations that would rent scooters, he went to Japan to meet with the manufacturer of the Rabbit scooter, Fuji Heavy Industries, to arrange for the purchase and importation of their scooters — at a time when Fuji was just getting out of manufacturing scooters and was concentrating on their automotive business.

At the meeting, Bricklin saw Fuji’s Subaru 360 minicar, which got up to 60 miles to a gallon of gas and did not require federalizing in the United States because it weighed under 1,000 pounds.[9][10] He was able to secure an exclusive contract with Fuji Heavy Industries to import Subaru cars and trucks into the United States, forming Subaru of America.[11] Despite the car's ill fit for American roads and traffic, Bricklin was described as "one of the first auto-industry mavericks to recognize that thrifty, inexpensive Japanese cars could be big in the United States."[12]

The first Subarus to enter the US were[13] the 1968-1969 Subaru 360 and the 1970 Subaru FF-1 Star.

Less than six months after the company formed, it became a public company and has been from 1968.[11] Subaru of America became the only import car company that was publicly traded, making small fortunes for Bricklin and COO Harvey Lamm.[14]

FasTrack

[edit]

In 1971, Bricklin created a franchise named FasTrack, combining RV sales with shopping-center parking-lot race courses, where the public could drive one of 900 unsold Subaru 360s, modified by Bruce Myers.[7] The venture ultimately failed.[8]

Bricklin SV-1

[edit]
Main article: Bricklin SV-1

Bricklin subsequently founded his own car company, General Vehicle, manufacturing the Bricklin SV-1 two-seat, gull-wing door, sports car — informally called the Bricklin.

"SV" stood for "safety vehicle", and Bricklin applied standards ahead of those the US government was requiring in the 1970s, including exceeding US crash-protection standards. The SV-1 protected occupants with a tubular-steel perimeter frame, roll cage, and chassis capable of withstanding a high-velocity impact without deformation. The car did not include a cigarette lighter or ashtray,[15] as Bricklin viewed smoking while driving as unsafe.

The Bricklin featured a vacuum-forming process with color-impregnated acrylic bonded to fiberglass body panels. The car garnered mostly positive coverage from consumer media.[16] In Car & Driver's comparison test, a '75 Bricklin with the Ford engine proved to be nearly a match for a '75 Corvette in every performance category—and the Bricklin's power-operated gullwing doors maxed out the "coefficient of cool" metric.[17] Car and Driver concluded that despite some build-quality and ergonomic deficiencies, and a price disadvantage, the Bricklin was "a tangible threat to the Corvette."[15]

Intended for the US market, the Bricklin SV1s were manufactured in Canada in the province of New Brunswick, which sought to address its unemployment, nearing 25% in the mid-’70s.[18] New Brunswick Premier Richard Hatfield supported the province’s involvement in the Bricklin venture as a way of establishing a manufacturing base that could provide steady, high-paying jobs and attract interest in the province through the publicity the car provided.[19]

Production began in mid-1974 and continued through late 1975, employing over 1200 people in the Saint John and Minto, New Brunswick, plants.[15] In September 1975, after building 2,854 cars, and General Vehicles having set up over 400 US automobile dealers with 40,000 back orders, the province refused to provide further financial assistance and forced the company into receivership.[20]

International Automobile Importers (IAI)

[edit]

After Fiat left the U.S. market, Bricklin created International Automobile Importers (IAI) in 1982 to import the Fiat X1/9 and 2000 roadster, renaming them the Bertone and the Pininfarina Azzurra.[21]

The company was profitable, but when Cadillac subsequently made a joint venture with Pininfarina, IAI was told that Cadillac did not want a $14,000 Pininfarina being sold next to its $55,000 Pininfarina-manufactured Allanté — and gave IAI six months before they cancelled production of the cars.[22]

Yugo, Global Motors

[edit]

Seeking to import a simple, low-cost car to the U.S. market, Bricklin was introduced to Zastava Automobiles, manufactured in Kragujevac, Yugoslavia, – now Serbia. Zastava had produced cars since 1953 under a license from the Italian company Fiat. In 1984, the entire Yugoslav car industry produced 236,000 cars, 58,000 of which were exported.[23]

Bricklin, senior advisor Henry Kissinger, former U.S. Undersecretary of State and Yugo board member Lawrence Eagleburger, and Global Motors executives met with Zastava. Bricklin agreed to import the Zastava Koral, marketing it as the Yugo.[24]

Bricklin and his engineers suggested some 600 changes for the U.S. market, including a 1.1-liter, four-cylinder engine, improvements in the antipollution system, comfort adjustments, safety devices, and special carburetors for lead-free gasoline. In addition to the main Kragujevac complex, about 200 smaller Yugoslav factories manufactured parts for the cars.[25]

Bricklin had his own people at the plant to monitor the effort, stressing high quality. A team of British quality experts sent a cadre to Kragujevac to study the factory and recommend improvements.[25]

The first shipment of the Yugos arrived via ship from Bar, Montenegro, in Baltimore, Maryland, in July 1985.[26]

The Yugo was the fastest-selling car ever in the US from Europe, 163,000 in three years,[27] and was the least-expensive new car sold in the United States.[28]

At first, five models of Yugo were marketed in the United States for model year 1987 - the basic entry-level $3,990-($9,363.69 in 2020) GV (for "Great Value"), the GVC with a glass sunroof, the nearly identical GVL and GVS with minor trim and upholstery upgrades, and the sportier GVX with the 1300 cc engine, five-speed manual transmission, and standard equipment including a plush interior, ground-effects package, alloy wheels, rally lights, and a center high-mount stop lamp. The Cabrio convertible was introduced in 1988.[25]

Bricklin sold his interest in Yugo in 1988 for $20 million.[22] On May 30, 1992, United Nations sanctions were imposed, severing Yugoslavia from world trade.[29]

The effects of the United Nations sanctions on Yugoslavia forced Zastava to withdraw the car from every export market. After embargoes stifled production, NATO bombed the company's automotive facilities in 1999, instead of its munitions division.[25]

The Yugo was subject to derision by critics who pointed to its use of older Fiat technology. It was voted Car Talk's worst car of the millennium.[30] Defenders argued that Yugo's reputation suffered when owners failed to perform basic maintenance. Popular Mechanics surveyed 1,000 Yugo buyers and published the report in June 1987. 78% described workmanship as good to excellent, 25% giving an unqualified excellent, 5% said poor; 42.4% said they would buy a Yugo again, and 36% said maybe they would buy again.[28]

Electric vehicles

[edit]

In the 1990s, Bricklin turned his attention to producing environmentally friendly vehicles. He studied battery technology and formed an electric-vehicle company. Bricklin electric vehicles were the wave of the future, a notion that appeared to be ahead of its time.[31]

After trying to get electric cars off the ground for a time, Bricklin formed a partnership with Dr. Malcolm Currie, the former chairman and CEO of Hughes Aircraft, GM Delco and former Undersecretary of Defense for Research and Engineering.[32] In Bricklin and Currie’s view, an electric bike was a promising first step to winning people over to the idea of electric cars.[33] California had just enacted the Zero Emission Vehicle (ZEV) regulation in 1990, which mandated 3% of a vehicle manufacturer's products would have to be zero-emission (electric) by the year 2000. An electric bike that could be sold through dealerships seemed like a perfect way to address the requirements of the ZEV mandate.

Bricklin and Currie formed the Electric Bicycle Company and produced the first EV Warriors by late 1993.[33] The electric bike was initially built using a custom aluminum mountain-bike frame from Zimmark Corporation in Malaysia. Later versions used a Giant frame produced in Taiwan. All versions used a six-speed Shimano rear derailleur with GripShift handlebar controller. The rider could pedal unaided by the motors, or could activate them with a thumb switch on the handle bar. That smoothly, quietly and quickly took the bike to 15-20 mph depending on the size of the rider, with a range of about 17 miles before it needed a charge.

The EV Warrior came in seven colors, resembling a mountain bike with a large box behind the seat that straddled the rear wheel. Inside the box were two 24-volt electric motors powered by two rechargeable, sealed, 12-volt, lead-acid batteries. The bike used advanced technology for the time, with halogen headlights and LED taillights and brake lights, and offered options such as a wireless security remote fob, LED turn signals in the mirrors, and a front disc brake. The suggested retail price was $1,400 to $1,900, depending on options.[34][35] This was roughly one-third the price of an inexpensive new car, and even a youth-oriented marketing campaign that included a superhero comic book (The EV Warriors) failed to generate enough interest. The company filed for bankruptcy in 1996. When the company folded, Electric Bicycle company was purchased by Lee Iacocca, who renamed the company EV Global. That company no longer exists.[31] Currie later founded Currie Cruisers and co-founded Real Spirit USA, to further develop the electric bicycles.[36]

Chery

[edit]

Beginning in 2002, Bricklin embarked on a three-year journey around the world to find a manufacturing partner to help him create a value brand in the US, examining the United Kingdom, India, and Poland; after seeing their factory and meeting the executive staff, he decided to enter into an importation agreement with Chery Automobile Company,[37] which is located in the Anhui Province of China[38] and owned by the Provincial Anhui Government.[39]

Visionary Vehicles (now named VCars, LLC) entered into a joint venture in December 2004 to import five different models of cars into North America.[40] Bricklin staffed an engineering office in Detroit to direct the changes required to meet and exceed safety and homologation requirements in the United States.[41]

He established a dealer network in the United States and Canada.[42][43]

Bricklin hired consultants, advisors, and employees with financial and automotive experience, including Allen & Company; Atlantic Pacific Capital;[44] Ambassador van den Heuvel, former US ambassador to the United Nations;[45] Maurice Strong, former United Nations undersecretary;[46] Ron Harbour, of Harbour Consultants, international automobile factory evaluators;[47] Marianne McInerney, former President of the International Automotive Dealers Association;[48] and Per Arnberg, president of Fram Shipowning, LTD, an international shipping company.[citation needed]

Working with Atlantic Pacific Capital, he brought in George Soros, who put $200,000,000 in escrow to help bring Chery to the U.S.[49][50][51] He also retained New York marketing and public-relations firms that generated worldwide exposure for Chery.[52]

After spending two years and $26 million to bring Chery’s manufacturing capabilities up to international standards and to create awareness of Chery, Visionary Vehicles discovered that Chery was using Visionary Vehicle’s engineering staff to work on a project that involved Chrysler Corporation (which ultimately failed to materialize).[53]

Shortly thereafter, Chery entered into an agreement with Quantum LLC, a subsidiary company of the Israel Corporation, brought in to help fund Visionary Vehicle’s participation in the joint venture with Chery. The agreement between Chery and Israel Corporation was done without Visionary Vehicle’s knowledge or approval, and excluded Visionary Vehicles.

Bricklin told Reuters, "We found out what was really going on behind our back at the end of '06 and we have been trying to get justice ever since. Dennis Gore, former Visionary Cars executive, used proprietary information to help Chery launch a joint venture with Quantum LLC.[54]

Visionary Vehicles subsequently filed suits to recoup losses and collect damages from the failed deal. The lawsuit against Chery Automobile[55] was arbitrated in Hong Kong and Visionary Vehicles received an award, subject to a confidentiality provision.[56][57] Having discovered Dennis Gore’s role in undermining the joint venture with Chery, Visionary Vehicles also sued Gore in federal court, in Detroit, Michigan.[58] A federal jury returned a verdict in favor of V Cars, LLC, finding that KCA Engineering LLC, controlled by Dennis Gore, committed fraud and other offenses and awarded $2 million in damages to Visionary Vehicles.[59]

In 2022, Chery started selling cars in Mexico, but due to Bricklin owning the Chery trademark in North America, the name Chirey is used for the Mexican market instead of Chery.[60]

Reviews

[edit]

In 2005, The New York Times said Bricklin is "often likened to an automotive version of P. T. Barnum."[61] In 2009, noted documentarian Morgan Spurlock said Bricklin "goes nonstop. He’s testosterone unleashed, a brilliant negotiator and an incredible character."[62] In 2013, Rolling Stone described him as "brash, bombastic, and pathologically prone to betting the farm on pie-in-the-sky automotive endeavors."[63] In 2017, Autoweek said Bricklin has "a mind that works like a machine gun."[3] Keith Crain, publisher of Automotive News, said Bricklin is "like one of those toy clowns that when you punch it, it bounces right back up."[4]

See also

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References

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[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Malcolm Bricklin

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Malcolm N. Bricklin (born March 9, 1939) is an American automotive entrepreneur renowned for his bold and unconventional contributions to the industry over six decades, including pioneering the importation of affordable foreign cars like the Subaru 360 and Yugo to the U.S. market, as well as designing and producing the safety-focused Bricklin SV-1 sports car with gull-wing doors.[1] Born in Philadelphia, Pennsylvania, Bricklin demonstrated early entrepreneurial spirit by franchising his father's building supply business at age 19 and later establishing a successful chain of Handyman home-improvement stores in Florida during the early 1960s.[2] While attending the University of Florida, he expanded into automotive sales, notably securing a deal to sell Lambretta scooters to the New York Police Department, which provided the capital for his entry into car importation.[3] In 1968, Bricklin founded Subaru of America and imported the diminutive Subaru 360 microcar, which weighed just 960 pounds and bypassed strict U.S. safety regulations, helping establish the brand in North America despite initial skepticism about its viability; he sold the company in 1971 after selling thousands of units.[4] Following this success, he launched Bricklin Vehicle Corporation in 1971, partnering with the New Brunswick government in Canada to produce the SV-1 from 1974 to 1976; the acrylic-paneled, gull-winged sports car emphasized safety features like integrated roll bars and energy-absorbing bumpers, but production of approximately 2,854 units ended amid cost overruns, quality issues, and financial collapse, leaving debts of over $20 million.[5] Bricklin rebounded in the 1980s by founding Yugo America to import the budget-friendly Yugo 45 from Yugoslavia, achieving sales of approximately 142,000 vehicles between 1985 and 1992 before the company filed for bankruptcy amid the Yugoslav civil war, poor quality perceptions, and market saturation.[4] In the 2000s, he established Visionary Vehicles to bring Chinese-made Chery automobiles to the U.S., securing $157 million in funding and planning hybrid models, but the venture dissolved in 2009 due to regulatory hurdles and contract disputes with the Chinese partner.[6] As of 2025, at age 86, Bricklin remains active as CEO of Visionary Vehicles Inc., focusing on the development of the Bricklin 3EV—a two-seater, three-wheeled electric vehicle prototype featuring gull-wing doors, a 450 km range, and a target price of $39,000, with plans for mass production emphasizing luxury, safety, and modular styling updates to enhance resale value.[7]

Early Life

Upbringing

Malcolm Bricklin was born on March 9, 1939, in Philadelphia, Pennsylvania, into a Jewish family of modest means. His upbringing in a working-class household provided an early foundation for his entrepreneurial mindset, shaped by the practical demands of daily life in an urban industrial city.[8] Bricklin's father, Albert Bricklin, owned and operated a building supply business, exposing his son to the fundamentals of construction, trade, and commerce from a young age. This hands-on involvement in the family enterprise ignited Bricklin's interest in business operations and the potential for growth in modest ventures, as he later franchised the business at age 19 to expand it into a chain of hardware stores.[8][9] The family's circumstances emphasized self-reliance, with Bricklin taking on early responsibilities that honed his ambition amid Philadelphia's vibrant post-war economy and consumer culture. This environment, filled with the sights of bustling streets and emerging American prosperity, fueled his drive to innovate and succeed beyond his origins.[2]

Education

Bricklin enrolled at the University of Florida in 1957, pursuing studies that aligned with his interests in business and practical applications, but he completed only two years of coursework.[10][11] His time in college was marked by limited engagement with structured academics; he later described his pursuits there as "majoring in time and space," reflecting a preference for hands-on exploration over conventional classroom rigor.[9] This disconnect with traditional education stemmed from his growing impatience with theoretical learning, as real-world opportunities in his family's building supply business began to overshadow formal studies.[12] During his time at university, Bricklin expanded into automotive sales, notably securing a deal to sell Lambretta scooters to the New York Police Department, which provided capital for his entry into car importation.[3] In 1958, at age 19, Bricklin dropped out during his sophomore year, determining that college was no longer necessary for his entrepreneurial path and viewing it as a potential barrier to immediate innovation and action.[13][14] Instead, he channeled his energy into expanding his father's hardware and plumbing operations in Florida, which propelled him toward self-taught success in business. Bricklin supplemented his formal education through practical immersion, gaining insights by observing local entrepreneurs and applying lessons from direct involvement in sales, franchising, and supply chain management during and after his college years.[14] This approach, influenced by his family's emphasis on independence from an early age, fostered the innovative mindset that defined his later automotive ventures.[15]

Automotive Career

Subaru Importers

In 1968, Malcolm Bricklin, leveraging his entrepreneurial experience from franchising hardware stores through Handyman America, co-founded Subaru of America with business partner Harvey Lamm, securing exclusive U.S. import rights from Fuji Heavy Industries despite having no prior automotive background.[16] The duo convinced the Japanese manufacturer during a 1965 visit to export its compact vehicles, starting with the rear-engine Subaru 360 microcar, priced at $1,297 to appeal to budget-conscious buyers seeking alternatives to established imports like the Volkswagen Beetle.[17] Initial sales proved challenging, with only 332 units sold in 1968 as Subaru of America built a dealer network from scratch amid skepticism toward the quirky, underpowered 360.[18] Innovative marketing helped overcome hurdles, including the bold "Cheap and Ugly does it" slogan that highlighted the car's affordability and unpretentious design, alongside high-visibility placements in urban areas to generate buzz.[19] A major setback came in 1969 when Consumer Reports rated the 360 "Not Acceptable" after poor crash test performance, further dampening enthusiasm, yet sales climbed to 2,082 that year.[17][18] By 1970, sales had reached 1,480 units, reflecting Subaru's growing reputation for reliable, compact, and affordable vehicles suited to urban driving and fuel efficiency amid rising gas prices.[18] This expansion—cumulative sales reaching approximately 3,894 by year's end—solidified Subaru as a niche import brand, with Bricklin overseeing the development of a national distribution system that laid the groundwork for future growth.[18][16] Bricklin departed Subaru of America in 1971 following disputes with Lamm and Fuji Heavy Industries over aggressive expansion strategies, including his push for broader product lines and marketing investments.[20][17] Fuji repurchased the import rights that year, and Bricklin sold his stake for a substantial profit, later reflecting that retaining more equity would have yielded even greater returns as the company's stock value multiplied through splits.[20][16]

FasTrack

In 1971, following his departure from Subaru of America, Malcolm Bricklin launched FasTrack, a franchised entertainment venture designed to repurpose unsold Subaru 360 vehicles through pay-per-lap racing experiences in shopping center parking lots.[3] The program allowed consumers to drive modified Subaru 360s—outfitted with fiberglass bodies, nerf bars, and safety features by designer Bruce Meyers—on short, serpentine tracks lined with tires for barriers, offering an accessible alternative to traditional go-karting for adults.[3] This initiative was funded by the substantial profits Bricklin realized from selling his stake in Subaru to Fuji Heavy Industries for approximately $20 million.[9] The business model of FasTrack relied on bulk acquisition of the remaining approximately 1,000 Subaru 360 inventory, which Bricklin obtained at a discount upon exiting the import deal, and franchising the complete setup to operators nationwide.[3] Franchisees invested around $25,000 for 10 prepared race cars, track construction materials (including signs, fences, lights, and helmets), and operational rights, enabling rapid nationwide rollout while undercutting the costs of conventional amusement ventures.[9] Partnerships extended to integrating recreational vehicle sales at the sites, creating a multifaceted automotive leisure hub that leveraged Bricklin's distribution expertise for broader consumer engagement.[21] At its peak in the early to mid-1970s, FasTrack operated multiple locations, drawing public interest through affordable racing sessions priced at about a dollar per lap and generating revenue from ticket sales, concessions, and vehicle maintenance.[3] However, the venture faced challenges from the Subaru 360's mechanical unreliability, including frequent breakdowns under racing stress, leading to franchisee lawsuits totaling $2.5 million against Bricklin for contract breaches and poor vehicle quality.[9] By the mid-1970s, as operations declined amid these issues, FasTrack was phased out, allowing Bricklin to redirect resources toward his next project, the Bricklin SV-1 sports car.[21] FasTrack exemplified Bricklin's approach to disruptive innovation in the automotive sector, transforming surplus inventory into an experiential service model that anticipated modern entertainment-driven marketing in the aftermarket space.[3] Despite its short lifespan, it enhanced his reputation as an entrepreneur willing to blend importation logistics with consumer-facing services, paving the way for subsequent ventures in vehicle distribution.[9]

Bricklin SV-1

In 1971, Malcolm Bricklin partnered with the provincial government of New Brunswick, Canada, to establish Bricklin Canada Ltd., aiming to manufacture a innovative sports car that would create jobs and stimulate the local economy.[22] The government provided approximately $20 million in funding, along with $1 million to acquire a manufacturing plant in Saint John, reflecting Bricklin's persuasive pitch for economic development in the region.[21] This collaboration leveraged Bricklin's prior experience in securing international automotive deals, enabling the rapid setup of production facilities.[5] The Bricklin SV-1, produced from 1974 to 1976 and designated as "Safety Vehicle 1," featured groundbreaking design elements focused on crash resistance and driver protection. Its most distinctive innovation was the gull-wing doors, which opened upward to enhance safety by avoiding protrusion into traffic lanes during accidents.[23] The body utilized color-impregnated acrylic resin panels bonded to fiberglass, providing dent resistance and energy absorption in collisions, complemented by a built-in roll cage, side-impact guard rails, and 5-mph energy-absorbing bumpers.[24] These features positioned the SV-1 as a forward-thinking "safety supercar," earning early acclaim for prioritizing occupant protection in an era of rising automotive safety awareness.[25] Production totaled approximately 2,854 units, with the vehicles powered by American Motors Corporation (AMC) 360 cubic-inch V8 engines delivering 220 horsepower in the initial 1974 models, later supplemented by Ford 351W V8s due to supply constraints.[26] Sales targeted the U.S. market primarily, where the car debuted to positive media buzz for its unique styling and safety innovations, though initial pricing started at around $7,500 and rose amid production challenges.[27] Despite generating interest, the project faltered by 1976, culminating in bankruptcy for Bricklin Canada Ltd. due to escalating cost overruns, persistent quality control problems with the acrylic panels and assembly, and the withdrawal of government funding after losses exceeded $21 million.[9] This collapse represented a significant financial setback for Bricklin, halting production after just over two years and underscoring the risks of ambitious manufacturing ventures.[28]

International Automobile Importers

Following the 1976 bankruptcy of the Bricklin Vehicle Corporation, Malcolm Bricklin pursued new opportunities in vehicle importation to rebuild his financial position. In 1982, he founded International Automobile Importers (IAI) to bring Italian sports cars to the U.S. market after Fiat withdrew its direct operations amid ongoing reliability issues and declining sales.[29][30] IAI primarily distributed the Fiat X1/9, rebranded as the Bertone X1/9, and the Fiat 124 Spider, marketed as the Pininfarina Azzurra, targeting enthusiasts seeking affordable mid-engine sports cars. These models underwent modifications to comply with U.S. federal safety standards, including reinforced bumpers and targa tops designed for crash protection. However, the venture achieved only limited success, with annual sales in the low thousands, as the early 1980s recession sharply reduced consumer demand for imported vehicles.[31][32][33] Bricklin faced significant hurdles, including stringent import regulations that required costly engineering changes, volatile currency exchange rates that affected pricing stability, and fierce competition from entrenched brands like Volkswagen, whose Golf model captured much of the compact import segment. Fiat's lingering reputation for poor build quality and rust problems further eroded buyer confidence, exacerbating the economic downturn's impact. Operations ceased by 1987, after Fiat fully ended X1/9 production, leaving IAI unable to sustain its dealer commitments.[31][34][33] Through IAI, Bricklin gained practical experience in maneuvering U.S. import tariffs, which stood at 2.5% for passenger cars, and establishing a nationwide dealer network from scratch, lessons that informed his subsequent import projects.[35][30]

Yugo and Global Motors

In 1985, Malcolm Bricklin founded Global Motors Inc. to import and distribute the Yugo, a compact economy car produced by Zastava Automobili in Yugoslavia, positioning it as the most affordable new vehicle available in the United States at a base price of $3,990.[36][37] Drawing briefly on his earlier experience establishing dealer networks through International Automobile Importers, Bricklin rapidly expanded distribution to over 200 dealerships nationwide.[38] The Yugo was marketed primarily for its low cost, fuel efficiency—achieving up to 30 miles per gallon—and basic simplicity, resonating with consumers amid lingering concerns over fuel prices and economic uncertainty in the 1980s.[39][36] Sales surged initially, reaching a peak of 48,812 units in 1987, with cumulative U.S. sales exceeding 130,000 by the end of 1989.[40][41] However, the vehicle's reputation quickly deteriorated due to widespread quality and safety issues, including rapid rust corrosion from inadequate underbody protection and subpar crash test performance. In 1986, the National Highway Traffic Safety Administration (NHTSA) rated the Yugo GV the worst among four tested subcompacts in frontal crash simulations, citing excessive intrusion into the passenger compartment and inadequate restraint systems.[42][43] These scandals, amplified by negative media coverage, triggered a steep sales decline to just 10,576 units in 1989 and eroded consumer confidence.[40][44] By 1992, amid the violent dissolution of Yugoslavia and subsequent United Nations sanctions that disrupted supply chains, Yugo imports to the U.S. ceased entirely.[45] Yugo America Inc., the importing entity, filed for Chapter 7 bankruptcy that year, leaving dealers with millions in unpaid warranty claims—estimated at over $8 million for parts and repairs—and sparking protracted legal disputes with Zastava over outstanding debts and warranty obligations.[46][47] Bricklin had exited the venture in 1988, selling his stake for approximately $15 million amid the company's internal challenges.[48][49]

Chery Partnership

In late 2004, Malcolm Bricklin, through his company Visionary Vehicles LLC, entered into an agreement with China's Chery Automobile Co. Ltd. to import and distribute affordable Chinese-made vehicles in the North American market.[50] The deal aimed to rebadge select Chery models under a new brand name, as the "Chery" trademark was challenged by General Motors for its similarity to "Chevy," leading Bricklin to consider alternatives like the Visionary Vehicles name.[51] This partnership echoed Bricklin's earlier budget import strategy with the Yugo by targeting low-cost vehicles for U.S. consumers.[52] The plans focused on five initial models, including small sedans and sport coupes, modified to comply with U.S. safety and emissions standards, with production investments exceeding $200 million and sales projected to reach 250,000 units annually starting in early 2007.[53] Visionary Vehicles committed to building assembly and distribution facilities in the U.S. to support the rollout, positioning the venture as a pioneering effort to bring Chinese automobiles to American roads.[30] However, the partnership encountered major obstacles, including a 2004 lawsuit from General Motors accusing Chery of intellectual property theft by copying the design of the Chevrolet Spark for its QQ model, which delayed vehicle certification and market entry.[54] Stringent U.S. regulatory requirements for crash safety and emissions further complicated compliance efforts.[55] By November 2006, Chery terminated the agreement to pursue alternative distribution partners, such as potential deals with DaimlerChrysler, effectively unraveling the joint venture.[56] The collapse resulted in significant financial losses for Bricklin's company, estimated at over $26 million in investments and development costs.[57] In response, Visionary Vehicles filed a federal lawsuit in 2008 against Chery, alleging racketeering, fraud, and conspiracy to exclude Bricklin from lucrative export deals, seeking damages under the Racketeer Influenced and Corrupt Organizations Act.[58] The litigation culminated in a $2 million jury verdict in 2013 on claims of fraud and corporate espionage stemming from the failed partnership.[59]

Electric Vehicle Ventures

In 2004, Malcolm Bricklin founded Visionary Vehicles LLC, initially to import and distribute Chinese automobiles, but the company pivoted to electric vehicle development following the collapse of its primary import deal. By 2007, Bricklin announced the Bricklin EVX/LS, a planned plug-in hybrid electric luxury sedan targeted at $35,000, featuring lithium-ion batteries for an all-electric range of 40 to 50 miles and a total combined range of 850 miles when using its 2.4-liter four-cylinder gasoline engine as a range extender.[60][61][62] Development of the EVX/LS prototype commenced in 2008, with the design emphasizing high performance—0-60 mph acceleration in 5.9 seconds—while prioritizing reduced emissions through its plug-in capability, suitability for urban commuting, and compatibility with established automobile dealership networks for sales and service. The project drew on Bricklin's prior experience importing vehicles from China to facilitate global sourcing of components, including advanced battery technology.[61][60][63] The venture entered the Automotive X Prize competition in 2007, aiming for production by 2010, but stalled in 2009 due to the global financial crisis and Visionary Vehicles' failure to secure sufficient investment, reportedly in the range of hundreds of millions of dollars for full-scale development and manufacturing. Investor commitments evaporated amid economic turmoil, leaving the project unrealized despite early conceptual progress and dealer interest.[60][64][63]

Later Activities

Art Dealing Initiative

In 2017, at the age of 78, Malcolm Bricklin launched an initiative to repurpose his extensive experience in automotive dealer networks by establishing a nationwide system for selling high-end contemporary art through luxury car dealerships converted into galleries. The plan involved creating separate art galleries in art districts, owned and operated by participating dealers, to serve as a secondary market for original artworks, drawing parallels between luxury cars and art as high-value collectibles that benefit from structured resale opportunities.[65][66] Bricklin partnered with a curatorial board composed of top art world experts to select and certify works from approximately 2,000 artists, ensuring "guaranteed value" to minimize risk for buyers and provide ongoing payments to artists upon resales. Each gallery would feature pieces from about 20 artists, with pieces priced from $10,000 upward, and the network connected via digital monitors allowing customers to browse a $1 billion inventory of artworks across locations. This model aimed to make the $67 billion art market more efficient by replicating the inventory and distribution systems Bricklin had honed in his automotive ventures, targeting affluent clients who overlap as buyers of luxury vehicles and fine art.[65][67][68] The rollout began with a limited pilot, securing commitments from five luxury dealers—including one in New York—for initial investments of $2 million each in exchange for stock in Bricklin Group and exclusive sales rights, with ambitions to expand to 100 galleries nationwide for a total $200 million funding goal. Motivated by his personal interest in art collecting, particularly inspired by his wife Sania Teymeny's post-9/11 painting career, Bricklin sought to address the art industry's lack of a robust secondary market, positioning the venture to become the largest U.S. art distributor. While the concept generated early interest among select dealers, it faced challenges from the traditional art world's resistance to such commercialized, dealer-driven models.[66][68][65]

Recent Electric Vehicle Project

In March 2024, Malcolm Bricklin announced the Bricklin 3EV, a two-seater electric vehicle project under his new company, Visionary Vehicles, marking the 50th anniversary of his iconic SV-1 sports car and its signature gull-wing doors with the theme "50 years of cars with wings."[69] The 3EV features scissor doors inspired by that legacy, positioning it as a modern, efficient alternative in the crowded electric vehicle market dominated by leaders like Tesla.[70] The project involves collaboration with engineering firms Panoz Engineering and Munro & Associates to develop a compact, three-wheeled electric sports car designed for urban mobility, emphasizing safety, stability, and affordability with a starting price of $39,980 and a range exceeding 275 miles.[71] It incorporates American-made components, including General Motors parts such as the Chevrolet Bolt's instrument cluster and infotainment system, for a luxurious interior with features like head-up display, over-the-air updates, climate control, and heated power seats.[72] Production is planned at a U.S. facility, with initial output targeting 10,000 to 20,000 units monthly using an existing assembly line, and exterior styling refreshes every 50,000 units to enhance resale value.[70] Marketed as Bricklin's personal "comeback" at age 85, the 3EV leverages his entrepreneurial history through a network of automobile dealers for sales and service, with prototypes showcased at events like the March 2024 American Muscle Car Museum celebration. The prototype was showcased at the Vail Concours d'Elegance in September 2025, where Bricklin highlighted its design and expressed eagerness to bring it to market.[71][73][74] As of November 2025, the project remains in prototype development—ongoing since 2017—with Bricklin personally testing the vehicle daily in Florida to refine it, while securing initial funding and navigating regulatory hurdles for three-wheeled EVs amid intense market saturation and competition.[70][72]

Legacy

Industry Impact

Malcolm Bricklin's importation of the Subaru 360 in 1968 through the newly founded Subaru of America marked a pioneering effort in bringing compact, fuel-efficient Japanese cars to the U.S. market, targeting budget-conscious consumers amid rising fuel costs. Although the Subaru 360 faced challenges, including a poor safety review that led to its quick withdrawal, Bricklin's venture demonstrated the potential for small imports and helped lay the groundwork for the broader acceptance of Japanese automakers. This success in establishing a distribution network influenced subsequent entries by brands like Honda, which launched its N600 in the same year, and Toyota, accelerating the shift toward imported compacts as viable alternatives to domestic models.[17][75] In the 1970s, Bricklin advanced automotive safety advocacy with the SV-1, incorporating innovative features such as acrylic-fiberglass body panels designed to absorb low-speed impacts and integrated side guard rails for occupant protection. The vehicle's 5-mph shock-absorbing bumpers exceeded contemporary federal safety standards, predating more stringent regulations implemented later in the decade. These elements positioned the SV-1 as a forward-thinking "safety vehicle," influencing discussions on crashworthiness in sports car design and emphasizing energy-absorbing materials years before they became industry norms.[24][76] Bricklin's introduction of the Yugo in 1985 exemplified the disruptive potential of ultra-low-cost imports, priced at $3,990 and peaking at nearly 50,000 U.S. sales in 1987 with over 85,000 sold in the first three years by filling a gap for affordable basic transportation. This pricing strategy temporarily pressured American and other foreign manufacturers to reconsider entry-level offerings, highlighting the appeal of economical imports during economic uncertainty. However, widespread quality deficiencies, including poor build integrity and high repair rates, underscored the critical need for rigorous standards in low-price segments, ultimately shaping consumer expectations and regulatory scrutiny for imported vehicles.[77][78] Through Visionary Vehicles, established in the early 2000s, Bricklin contributed to early advocacy for electric vehicles by developing concepts for compact, urban-focused electrics, including the three-wheeled 3EV announced in planning stages by 2018. As of 2024, the 3EV remains in development with plans for U.S. production and dealer sales, targeting a starting price of $28,980, a 250-mile range, and features like scissor doors and GM-sourced components.[79][71][80] This initiative promoted zero-emission, three-wheeled designs as practical solutions for city commuting, fostering discussions on affordable EVs with features like extended range and advanced safety before widespread mainstream adoption in the 2020s. His efforts emphasized innovative, enclosed three-wheelers as precursors to efficient personal transport, influencing niche explorations in electric mobility.

Critical Reception

Malcolm Bricklin's early ventures, particularly his role in introducing Subaru to the American market in the 1960s, earned praise for their entrepreneurial boldness and innovative marketing strategies. Automotive journalists highlighted his foresight in promoting compact, affordable imports during an era dominated by larger American cars, crediting him with co-founding Subaru of America and pioneering aggressive advertising that turned initial skepticism into broader acceptance.[16] Despite a scathing 1969 Consumer Reports review of the Subaru 360 that labeled it unsafe and uncomfortable, Bricklin's team responded with clever counter-marketing, including public demonstrations and targeted promotions that outmaneuvered critics and helped establish Subaru's foothold in the U.S.[81] The Bricklin SV-1, however, drew significant criticism for its overambitious design and execution flaws, often described in 1970s reports as a noble but flawed dream that succumbed to production woes. Contemporary accounts noted persistent quality issues, such as uncomfortable interiors with lumpy seats and tacky materials, alongside rising costs that doubled the price during its short run, leading to its collapse amid bankruptcy in 1975.[82] Similarly, the Yugo's importation in the 1980s faced harsh backlash in 1990s consumer reviews, cementing its reputation as a "lemon" plagued by poor build quality, frequent breakdowns, and safety concerns, with outlets like Time magazine calling it a "hopelessly degenerate hunk of trash" and MotorTrend ranking it among the decade's worst vehicles.[83][84] Bricklin's forays into electric vehicles elicited mixed reactions, blending admiration for forward-thinking prototypes with skepticism over viability. His 2008 Visionary Vehicles initiative, aiming for plug-in hybrids and luxury EVs, was disrupted by partnership fallout and legal battles, which analysts viewed as emblematic of recurring execution challenges rather than technical innovation.[63] Later efforts, like the 2017-proposed three-wheeled electric, were seen in interviews as ambitious but unproven, though some praised the concepts as ahead of mainstream adoption, with 2024 updates highlighting ongoing development plans.[65][85] In recent years, coverage has increasingly portrayed Bricklin as a resilient "forgotten hero" of automotive history, emphasizing his enduring vision at age 86 amid new EV pursuits like the 3EV prototype. Outlets have lauded his persistence through decades of setbacks, framing him as an underappreciated pioneer whose bold ideas continue to inspire despite past failures.[86][70]

References

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  50. Car Firm to Sell Imports From China - Los Angeles Times
  51. Bricklin will not use 'Chery' name in U.S. - Automotive News
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