Abstract: Automobile window display apparatus which includes a display panel for carrying a message. The panel is pivotally mounted to the rear window molding for movement between a retracted position and a vertical display position in which the message is visible through the rear window. A cord attached to the lower edge of the display panel extends forwardly and is hooked onto the rear view mirror mount. This allows the driver to unhook the cord for rearward movement under the weight of the panel as the panel drops to its display position.