Winross Models

Winross is a diecast model truck producer based in Churchville, New York, just west of Rochester. The company was started in 1963 to make models of White brand trucks. Winross was the pioneer in 1/64 scale promotional model semi-tractor-trailer trucks (Gibson 1970, 40-41; Rixon 2005, 96). The trucks were known for their wide variety of logos and promotional ads on their sides. Over time trucks have become more sophisticated and the company has moved into silk screen printing for a variety of products.

Even in 1970, Winross was known as a pioneer in diecast truck promotional models when such were more commonly manufactured in Europe (Gibson 1970, 41). Winross trucks were not known for many features, just good diecast detail. Many later diecast producers, like Penjoy and Ertl were more similar or more popular, but Winross was first company in the United States, and maybe anywhere, to blaze the trail in diecast model trucks manufactured specifically for product promotion (Rixon 2005, 10). Winross' recipe was (usually) semi trucks invariably in 1:64 scale (about 9 inches long), offered as promotionals to a variety of companies. Since the 1960s, Winross' "American Highway Series" celebrated a few basic truck cab makes with a variety of liveries - which were offered for retail sale. These liveries were what made Winross famous among toy and promotional collectors. Some of the first special liveries were created specifically for (David) Sinclair's Auto Miniatures in the early 1970s (Sinclair brought many European brands to the U.S. for the first time as well; Sinclair's 1974, p. 9; Levine 2009).

Winross then, was unique in several ways. It almost single-handedly established the promotional model market for model trucks of this scale made exclusively in the United States. Cecil Gibson, a collector in England, recognized the importance of Winross in the market as early as 1970 (Gibson 1970, 40-41). Also, Winross continued production of diecast metal models in the United States when most others had succumbed to lower labor costs in other countries. Ertl, Road Champs, Racing Champions, Matchbox, Hot Wheels and others followed in similar scales, thus copying Winross's lead, though these models were produced in China or Southeast Asia.

Through the 1970s, cabs could be described as rather quaint; they were simple castings with no windows, interiors, or much decor (Gibson 1970, 41). One of the simplest cabs was the curved roof White Trucks cab. In typical Winross style, it had no interior and few details. It is interesting that on the base of the model was cast, "a TOY from Winross, USA". This would have been out of character later as the models were seen as promotionals and collectibles more for adults.

Models were brittle and the metal broke easily. Only three our four different cab manufacturers were originally represented, most of these were White Trucks (Gibson 1970, 40-41). Wheels were diecast as well and tires were rubber. Trailers were a diecast frame with flat soft metal (lead?) pieces inserted into the sides of the truck after different company liveries were applied. Dual rear trailer doors opened. Original trucks consisted of about 40 parts.

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