Collectibles: Boutique model companies focus on special items

Thursday, July 19, 2007

By Don Hammonds, Pittsburgh Post-Gazette

Some model car companies are having a hard time finding market niches that haven't already been snatched up by competitors, while others are creating their own problems by introducing models that already have been done. And just about all model car companies are struggling under the weight of much higher costs for raw materials.

How does all this affect hobbyists? The greatest impact has been the growth of "boutique" model car companies, small firms that take existing products and turn them into one-of-a-kind models that satisfy customers looking for something special.

A good example would be Supercar Collectibles, based in Maple Grove, Minn., which offers custom built, limited edition muscle cars, race cars and dragsters.

Jim Thoren, co-founder of Supercar, says his company focuses on three types of models that still sell pretty well.

One is the entry-level model, done by firms such as Maisto, which has chosen to replicate the popular Dodge Challenger concept car. Supercar provided a yellow sample of the Challenger that had opening doors, hood, a detailed engine and authentic-looking interior.

"The body lines are right on, really. It looks definitely like the car it's supposed to be, but the chassis is toylike, and doesn't have the detained exhaust and suspension that more serious collector may want. Prices of these cars are generally in the $20 to $35 price range," Mr. Thoren said. These models are aimed at casual collectors.

The midlevel models, those selling for $45 to $65, are "aimed at collectors who maybe grew up in the 1960s or '70s around cars, when there were plenty of high-performance cars available," he said. Supercar Collectibles has one popular example of this in the 1964 Pontiac GTO "Super Street" model made by the SunStar company.

This GTO is unlike any that most people have seen. It has unusual proportions and body work, along with a large spoiler and huge tires in the rear. It also features a tube chassis, custom wheels, wheelie bars, a very detailed race engine and a host of other features. Only 750 of these are available for sale at $49.95.

"It's got a lift-off hood, removable scoop, plug wires, cloth seat belts and all the racing gauges right there. It's clearly made for the guy who is really into the racing spectrum of the hobby," he said.

The piece de resistance, however, is a 1968 Plymouth Barracuda Super/Street Hemi selling for $69.95. It was made for Supercar Collectibles by Die Cast Promotions, and only 600 of them are available.

"This one's for the collector who takes a real pride in cars, attends a lot of car shows and races," Mr. Thoren said. "It has fuel lines, a rotating drive shaft, valve stems on the wheels, folding and sliding seats, an opening glove box, filters, aftermarket five-spoke gray mag wheels up front with black steelies in back with slicks."

The changes in the industry have prompted some changes in customers.

"A lot of people are selling off their collections of low-end cars and replacing them with the higher-end models. Right now, RC2's 1971 Dodge Chargers are going quickly and offer a lot of bang for the buck. Almost anything by Highway 61 is dominating the market because they make a real nice product, and then there's GMP products at the upper end, which doesn't sell quite as many but still has a very strong customer base," Mr. Thoren said.

For more information, call 1-763-425-6020 or go to their Web site, www.supercar1.com.