Why Aren’t More Cars Built With Retro Aesthetics?

Retro-inspired cars are tricky. Manufacturers have to get the balance just right — too little, and the retro vibe doesn’t come through; too much, and people might not be into it. I mean, would you buy a brand-new car with a throwback design? Some people love it, but not everyone. And since car companies are all about making money, they’ll only build what sells — which, for better or worse, usually means modern designs.

Just look at some of the retro-inspired cars that have hit the market. A lot of them feel half-hearted, like the manufacturer just slapped a classic look on a car loaded with cheap, outdated parts. And when a company does go all-in on the retro look, the car often flops. Like I said, not everyone wants a throwback design — some see it as old-fashioned, and most people just want something modern.

Some manufacturers gave it a shot in the early 2000s—Chrysler with the PT Cruiser, Chevrolet with the HHR and SSR, and even Ford tried to bring back the Thunderbird. But let’s be real: none of them really worked out. Why? I think it’s because not everyone wants to drive something that feels like a classic car. Sure, the designs were interesting and had their own charm, but most people lean toward cars that look modern and sleek.

Like I said, creating a “modern classic” isn’t easy. The PT Cruiser and the others flopped mostly because they looked too retro and a bit weird. Usually, people connect with cars because of their design—whether it's futuristic, stylish, or just cool. But in this case, the cars leaned too hard into the old-school vibe, and that just didn’t click with most buyers.

Plus, it’s tough to make a car look classic while still meeting modern safety standards and regulations. Today’s cars need to be packed with safety features, and that can mess with the design and make the car look even more awkward. Back in the day, carmakers didn’t have to deal with that stuff.

A successful example of this is American muscle cars like the Ford Mustang or some models from Dodge and Chevrolet. Most of them keep that retro design while adding modern touches — and it works. Consumers love it. Just look at the latest Mustang — it still has that classic look but feels fresh. It’s clearly a success because the designers know exactly how much of the classic style to keep. They don’t just throw something together and hope people like it. But not every brand is that lucky.

The key is how consumers react. Not everyone wants a retro car. Some people just want something that works well, and when it comes to design, they prefer modern styling. Only a small group is really into classic-inspired designs, and when a manufacturer goes all-in on that, it usually flops. Most people want modern cars, and demand drives production. If retro cars were a huge hit, we’d see them everywhere — but we don’t, and that says a lot.

Unfortunately, retro-modern cars sound cool in theory but usually fall flat in execution. Designers have to figure out how much of the classic design to include and how much to modernize—and they also need to understand what people actually like. Most of the time, the public is fine with a few retro design cues, but not a full-on throwback. Since manufacturers follow what sells, they’ll just sprinkle in some classic vibes to keep things familiar. That’s why most retro-modern cars don’t really take off.

Sure, a few retro-modern cars have done well, but most haven’t. And that’s reason enough for automakers to avoid making too many of them. In the end, they’ll stick with what sells and what people already like.