1964 Valiant

 The 1964 Valiant Signet hardtop was as elegant as it was economical. Weighing in at 2,640 pounds, it cost $2,690.

Valiant was the little star that twinkled brightly in Chrysler Canada’s five-star corporate lineup. The smart Euro-styled compact replaced the deleted mid-priced DeSoto brand for the 1960 selling season. Valiant shone most brightly for the Windsor, Ontario-based automaker, bringing in customers who walked out with a fine set of compact wheels. Sales of the Valiant brand rose dramatically from 16^th place in its introduction year to 10^th place in 1962. Nobody was more pleased than Windsor’s top brass when Valiant racked up 29,007 sales in 1963, propelling it from 10^th place to fourth in calendar year sales, knocking out none other than West Germany's Volkswagen Beetle.

Valiant was a marque in Canada, sold by both Plymouth and Dodge dealers. This is a first generation Valiant.

            From St. John’s to Victoria, folks praised their Valiants to high heavens. A Mr. Skilnik of Moncton, New Brunswick was so enamoured with his 1962 Signet he penned a letter to the company. This soldier in Her Majesty’s Royal Canadian Armed Forces had racked up an astonishing 32,000 miles (ancient Canadian units of measure) on his Valiant, accumulating much of that distance across the Dominion, with a Shasta trailer tagging along behind. He didn’t think twice about heading up over the Rockies with his trusty Chryco steed.

The rugged Slant-Six was the mill of choice for the 1964 Valiant. It could be had with 101 or 225 horses. Late in the model year, a V-8 would be added.

The narrow gravel road twisted and turned all the way to the 5,300-foot summit. Silnik wrote, “…the Shell 4000 Rally took the same Cascade route and five of the cars did not make it, but there was I coming through with flying colours hauling a 1,000-pound trailer by a Valiant equipped with the small 101 motor.” Skilnik pointed out that his car was quality built; that total expenses for his Valiant had thus far been only $30 for items other than regularly scheduled maintenance.

Shasta travel trailers appeared in 1941, designed for the US Army.  They were popular with personnel in Her Majesty's Royal Canadian Armed Forces, too.

            With testimonials like that, the boys in marketing couldn’t help but be gleeful. A freshly designed, second generation Valiant was ready to hit the market. This beauty would be a real contender against any and all domestic and foreign small car competitors. They would trumpet the news in every corner of the Dominion. “Valiant swings into ’64 with three great series, nine beautiful models…thrilling new styling, sparkling performance, brilliant engineering…everything to make it the value leader of the year,” was the message.

Clean and uncluttered was the instrument panel of the 1964 Valiant. Round, blackface dials were highly functional and the ignition switch was illuminated.

             “Here, front and centre, is a great new Canadian automobile.”  Described as scenically low, lively and strictly modern, the top-of-the-line Signet 200 convertible was targeted to freedom-loving, fun-loving, worldly (!) young motorists who were short on money to burn. The price tag for the open car was a hefty $3,047 f.o.b. Windsor, making it the most expensive Valiant on the showroom floor.

            Sharing honours with the convertible in the posh Signet 200 series was a rakish hardtop coupe that could be had with an optional vinyl roof. The smartest distance between two points was a beeline in a Valiant, and getting there never looked so good as when driving a Signet hardtop. This Valiant variant listed for $3,047. Signets could be ordered with the optional 225-cubic inch Slant Six engine that generated 144 horses. That was more than sufficient power for the pair, weighing in at 2,730 and 2,640 pounds, respectively.

 Touring the countryside was never so much fun as with the Valiant V-200 station wagon. Listing for $2,912 and weighing in at 2,730 pounds, the wagon rode on a 106-inch wheelbase. 

            Carrying less trim and fewer niceties-but no less Valiant-was the V-200 series. Made up of a convertible, a hardtop, a wagon and a four-door sedan, this was the price range that fit the purses of most consumers. Salesmen bragged about the level stretches of roof and deck, the stunning streamlining and horizontally textured grille design before moving on to practical features like massive bumpers that counteracted over-riding and that the old-fashioned generator had given way to a modern alternator.

Valiant claimed to go one better than archrival Rambler, by not only submerging its unit-built bodies in huge tanks of rustproofing, but spraying each Valiant with anti-rust spray, to boot.  They went on to flog the colourful vinyl fabric upholstery that promised to keep its good looks for life and if that wasn’t enough, there was the glamour of new interior trim styles that accented the new instrument panel.

Least expensive in the 1964 Valiant lineup was the V-100 Club Coupe. The plain Jane model rode a 111-inch wheelbase and sold for $2,323. Seven out of ten vehicles leaving the Chrysler factory in Windsor wore white that year.

            The base V-100 series was comprised of a modestly trimmed two- and four-door sedan, along with a no-nonsense station wagon. The design was so sharp, according to the salesman, that chrome moulding and ornamentation was used only for the most sophisticated of accents. Advertising swore that everything “cliché” about styling was jettisoned in favour of a budget price—and then one would need to see the sales bill to prove it cost so little. Sitting on attractive jacquard and nylon warp upholstery, the V-100 owner was assured that he could ride in leisurely beauty knowing that his economical Valiant had cost a good $200 less than a V-200.

            Not just a pretty face, the V-100s made head-turning fleet cars. Italia Bar-B-Q Pizzeria and Restaurant was the largest pizza maker in Windsor, Ontario. The enterprise expanded its home delivery service considerably with the purchase of four new 1964 Valiants. The good- looking compacts may not have made pizza taste better but they certainly added prestige to the company’s image. Many value-minded business owners across the nation followed suit.

Canadians got their first glimpse of the mid-year 1964 Valiant Barracuda at the National Home Show in Toronto. 

            Arriving in April, a mid-year offering was a sporty Valiant model, christened Barracuda. The honours for the very first one built anywhere throughout the entire Chrysler corporation, went to the workers in Windsor. Rolling out of the doors of Plant Three, there were enough in stock for a Canada-wide May debut. With its arrival, an extra-cost, small-block V-8 engine was made available throughout the Valiant line.

  Chrysler Canada’s 100,000^th vehicle to roll out the doors in 1964 was this Valiant Signet hardtop.

            The 100,000^th car to roll out of the factory doors in Windsor during calendar 1964 just happened to be a Valiant Signet hardtop. The proud owner, one John Lewis, posed for the press behind the wheel as the folks at Midtown Motors in St. Thomas, Ontario looked on.

Chrysler bought 30% of Britain's Rootes Group in 1964 and offered the  Hillman Imp to Canadians.  

            Chrysler Canada marked its 40^th year as an automaker during 1964. The company did very well during its Ruby Anniversary, selling 83,429 units of North American type cars and iced the celebration cake with additional sales of 707 Hilmans and 143 Simcas sourced from Chrysler France, to boot. Valiant held onto fourth place in the national sales pie for the calendar year with 34,468 units delivered.

The 1964 Simca 1000 featured a rear-mounted engine.

             

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Copyright James C. Mays 2005

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1932 Plymouth

The 1932 Plymouth PB seven-passenger four-door sedan rode a 121-inch
wheelbase and listed for $975 f.o.b. Windsor, Ontario.

Walter P. Chrysler finally got a car with his own name on the radiator in 1924. Chrysler was an instant success, selling 429 units throughout the Dominion while the smaller Maxwell companion car sold 773 units. For 1925, the Maxwell was re-christened as the Chrysler 58 and a very posh, majestic Imperial series was added to the Chrysler line. Sales were very good for Chrysler Canada: the 1926 tally shows 5,815 units built in Windsor, Ontario including 88 units in the massive Chrysler Imperial 80 series.

  In 1928 Walter performed a hat trick. He bought Dodge Brothers. Then he added the mid-range, mid-priced DeSoto. Because he also wanted to have a presence in the low-priced field, he introduced the Plymouth. Walter was so proud of the first one he drove it off the line himself, motored over to Henry Ford’s house and gave it to him. 

From Cape Breton to Vancouver Island, Canadians liked what the Plymouth offered and rewarded dealers with purchases of 4,371 Plymouth passenger cars. The next year company records show domestic deliveries nearly doubled to 7,939 units. It was a dizzying number for the fledgling marque. Despite the stock market crash Plymouth mustered 5,172 domestic sales in 1930 and as the business troubles deepened, that number slid to 3,222 units in 1931 despite the introduction of ingenious rubber mountings for the engine dubbed “Floating Power.”

The 1932 Plymouth Convertible Coupe with Rumble Seat could be had for $880, f.o.b. Windsor. 

As was the custom, the carmakers introduced their new models around Christmastime. The 1932 Plymouth lineup was a holdover from last year and consisted of Standard and DeLuxe Sedans, a Business Coupe, a Convertible Coupe, a DeLuxe Coupe and a Roadster. They ranged in price from $655 for the latter to $825 for the enclosed sedan with the Safety Steel body.  In April of 1932 ten new models bowed for the public—including the biggest Plymouth to date—an elegant seven-passenger enclosed Sedan riding on a $121-inch wheelbase.

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With more than a quarter of the domestic workforce on the dole there was little for Plymouth dealers to do but hope for sales. This year’s sales story was told in a sober black-and-white line folder (sales brochure). It bragged, “The new finer Plymouth is actually a longer car than has been available among the lowest price automobiles” and “Roominess is unquestionably an important item of comfort. The Plymouth is a large car and a big value. Your dollars can now buy more—in this ‘More-for-the-Dollar’ Car.”

 The 1east expensive Plymouth one could purchase in 1932
was the two-door Roadster listing for $695 f.o.b. Windsor. 

The look was rakish and low. Engineers made good use of the Rigid-X Double-Drop frame to lower the envelope’s overall height. While 18-inch wheels were standard, even smaller 17-inch wheels could be had in wood or wire at extra cost. The car boasted a one-piece fender. Prospective owners were invited to grab hold of the massive fender and pull to note how rigid and strong the heavy gauge steel member actually was. To emphasize this, folks were shown that the fenders were fastened into place with two braces instead of one.

Interiors were most thoughtful including tailored upholstery, a braided robe support cord and assist cords made of genuine silk. Armrests gave a “touch of luxury and comfort” to sedans. Chromium and walnut smoking sets were part of the base price as was tapestry carpeting with deep underpadding and “charming” metalware for the doors and windows. Instrument panels were set in a turned aluminum facing and included a full compliment of dials and gauges—all indirectly lit.

Under the 44-inch long hood of the 1932 Plymouth loafed the
four-cylinder Silver Dome engine with Floating Power, rated at 65 horsepower.

The little four-cylinder Silver Dome L-head Plymouth motor cranked out 65 earnest horsepower. It promised to deliver the “smoothness of an eight—economy of a four!”  Despite its modest price, Plymouth was loaded in value and frankly dripped with standard equipment that was optional on other low-priced cars. Plymouth included Free Wheeling, Easy-Shift three-speed manual transmission—complete with Silent Second gear—shock absorbers, hydraulic brakes weatherproof (!) brakes with centrifuse brake drums, moulded non-burning brake facings. The engine came with a carburetor air cleaner, a fuel filter a fuel pump, an oil filter, a heat indicator on the instrument panel, bandit-proof door locks, steel running boards with moulded running board covers, a built-in radio antenna and a full set of tools.

Extra cost items included Duplate Safety Glass, 17-inch wheels with 5.50-inch tires, a radio and an Automatic Clutch.

The most expensive Plymouth in the 1932 ChryCo stable was the Convertible Sedan.
It carried a hefty $1,070 price tag.

To keep dealers afloat all Chrysler dealers across Canada automatically became Plymouth vendors in 1932. Certain dealers were authorized to carry Dodge and DeSoto models in addition. Despite the market revamp the sales story was a grim one. From Sydney to Victoria, only 156 of the warmed-over PA models sold in 1932. The last one came off the line in June. Fortunately company records show manufacture of the larger PB series began in the Lynch Road plant in February. Workers in Windsor, Ontario built a total of 2,702 PB units that year by workers. Records further show that two PB models were imported from the USA and 91 were exported outside of the Dominion of Canada.

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Copyright James C. Mays 2007 All rights reserved.

1931 Chrysler Imperial Custom Eight

The 1931 Chrysler Imperial Custom Eight's sophistication and elegance started with a gracefully canted radiator shell.

The 1930s opened with businesses collapsing like a house of cards. Millions of Canadians had no work at all. anywhere in the Dominion. The official unemployment hit 28 percent in British Columbia in 1931. Forced off their farms, nineteen desperate Manitoba families took shelter in the provincial legislature, hoping to draw MLA’s attention to their plight. Ottawa reluctantly opened relief centres across the country for the homeless and the Red Cross distributed tons of emergency food and fuel to 150,000 starving folks in Saskatchewan. Homeless, jobless city dwellers survived by eating garbage they found in dumpsites. The fishing industry came to a standstill in the Maritimes because there was no longer a market for the catch. The chartered banks foreclosed on businesses, farms and homes in record numbers.

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The automakers were not exempt from the crisis. Unfortunately, their plans were locked up a good eighteen months in advance and little could be done but to move forward with the products on hand. The 1931 crop had been conceived in 1929 when times were good. Automobiles of any kind were not on the minds of people who could only think of where the next meal would come from and where they might sleep that night.

The 1931 Chrysler Imperial Eight Custom Roadster was designed by LeBaron. It weighed in at a hefty 4,535 pounds. Like all other Imperials, it rode on a 145-inch wheelbase.

Against this bleak backdrop, Chrysler Canada launched one of the most majestic automobiles to ever grace the King’s Highways. The Chrysler Imperial was no mere flagship for ChryCo; it became an instant icon of style, power, luxury and success in dark times. It was a symbol of prosperity that most could only dream of.

Because officials at Chrysler believed that eight-cylinder engines would dominate the luxury field, a six was turned into an eight when engineers grafted a cylinder onto each end of the mill. They created a nine-main bearing crankshaft for the new power plant. Now, Imperial tore down the road powered by a 385-cubic inch monster that generated a most impressive 125 horsepower. A four-speed manual transmission delivered all that power to the wheels.

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Chrysler’s reputation was firmly built on the application of advanced technologies to its automobiles. Freewheeling was a new mechanical feature this year at the House of Chrysler. Designed to save gasoline, the engine was permitted to coast when power was not required. The extra-cost device came with a manual override switch in case of emergencies.

The 1931 Chrysler Imperial Eight Sedan Limousine weighed in at 4,915 pounds. It could be configured for seven or eight passengers.

For the Chrysler Imperial Eight, the company philosophy was simple. “It requires considerably more than average car length to permit full expression of the dignity, the grace, the luxury and the comfort that are so characteristic of fine motor cars. “Mile-long” hood made Imperial look like a million bucks. With this mission statement to guide them, the Imperial package, on its 145-inch wheelbase, was most stately and dignified in its proportions.

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Styling played a large role in the development of the Imperial Eight because company brass understood that looks that sold cars. It was the first time that Chrysler’s designers were consulted during the gestation period, not after. Herb Weissenger, an employee in the Art & Colour team was fascinated with the current offerings from Cord. Using that design as his benchmark, Imperial’s radiator shell was given an artistically canted, V-shape and the centre of gravity on the chassis was lowered significantly. Advertising noted that the Imperial Eight was “scarcely as high as a man of average height.” Fenders grew more massive and flowed gracefully in a relaxed curve. Care was taken that the spare tires be sunk into the fenders “so that the top of the tire is even with the belt moulding,” thus not breaking the visual grace of the lines.

The 1931 Chrysler Imperial Eight Custom Roadster emulated aircraft with its cockpit-like interior. The upholstered trim extends beyond the interior. The rumble seat was good for occasional passengers.

Grace and class were applied liberally within the cabin, too. “The spaciousness and luxury of Imperial Eight body interiors are possible only on a chassis of such unusual length. With a wheelbase of 145 inches, skillful body designers were unhampered in the working out of details and appointments that contribute to motor car convenience and comfort.”  Smoking sets, cigar lighters, an electric clock, assist rails, foot rests, arm rests with built-in pockets, a robe rail, dome and corner lights were all included in an Imperial Eight.

Taking a cue from aviation, the latest rage, the instrument panel of the LeBaron Phaeton and Roadster were designed to resemble an airplane’s cockpit, right down to the trim being extended over the edge of the belt rail. Upholstery was Bedford Cord or carefully selected Broadcloths in closed models; hand-buffed leather was used in open cars.

The interior of the 1931 Chrysler Imperial Eight Sedan Limousine boasted the finest front parlour appointments on rolling stock.

Looks alone would not be enough to satisfy discriminating customers. These mighty machines had to be superior on the roads in order to qualify for flagship status. Two Imperials were promptly shipped to Daytona Beach where race drivers set a dozen new speed records in time trials supervised by the AAA. The massive cars weighed in excess of 4,500 pounds and still hit 90.4 miles per hour (ancient Canadian units of measure) in the “flying mile” test. Hydraulic brakes brought them to a quick, safe stop.

The company offered a four-door, five-passenger sedan; a four-door close-coupled, five-passenger sedan; a four-door seven-passenger sedan and a four-door limousine sedan seating seven or eight. Briggs built the bodies for these models.

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In addition to the standard models, LeBaron offered a two-door, two- or four-passenger roadster; a four-door five-passenger phaeton; a two-door two- or four-passenger coupe and a two-door two- or four-door convertible couple.

Clients wishing something more personal and upscale could take delivery of the chassis and then order semi-custom or full custom coachwork confections from such prestigious houses as Derham, LeBaron, Locke, Murphy and Waterhouse. Records show that 99 customers did so.

A total of 3,228 Chrysler Imperial Eights were built for the world market. Records show that 24 of these luxurious land yachts were built by Chrysler Canada workers in Windsor, Ontario.

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Copyright James C. Mays 2005
All rights reserved.

1968 Plymouth Barracuda

 The 1968 Plymouth Barracuda Hardtop Coupe carried a list price of $3,107
when equipped with the Slant-Six engine. The V-8 added $143 to the bill.

Barracuda bowed to the Canadian public on April 1, 1964 as a sub-series of the Valiant brand. The snazzy Chryco product shared sheet metal with the Valiant below the beltline but this stylish set of wheels was topped with a glassed-in fastback roof that boasted a 14.4-square foot rear window. The carpeted trunk expanded into a large cargo area because the rear seat could be dropped flat. Barracuda's grille was borrowed from the Dodge Dart (not sold in Canada). The car was powered by the 101-horsepower Slant-Six. 

The Valiant Barracuda was intended to do battle with the Rambler Marlin and the Ford Mustang.

There were no breakouts for sales but Barracuda was one of 34,802 Valiants sold in Canada that year. It was the Number Four best selling automobile in the country—right behind the full-sized Fords and just a whisper ahead of the trend-setting Rambler.

Barracuda returned in 1965 with a 273-cubic inch V-8 engine to move it along faster.  With sales figures still part of the Valiant family, the year ended with 32,441 units delivered. 

In its third year on the market, The Barracuda was given its own sales slot. It ranked 55^th among nameplates on the domestic market, with 1,381 units delivered. It was less popular than Peugeot, in 54^th place, and slightly more popular than Triumph in 56^th position.  Valiant would have been sixth with Barracuda figures added in but  Plymouth’s compact make dropped to ninth place with the separation of the two nameplates.

Sleek and sensual, the 1968 Plymouth Barracuda rode on a 108-inch wheelbase
and weighed in at 2,720 pounds with a Slant-Six under the hood.

For 1967 there was a major restyle for Valiant and Barracuda. That wasn't the only change chez Valiant. There were no more Canada-only Valiant Barracudas. Signed in 1965 by Canada and the United States, AutoPact meant free trade for the continental automotive industry. There was no more need for “homegrown” cars for our significantly smaller market. Plymouth Valiants and Plymouth Barracudas were now imported into Canada without tariff or tax. 

Executives also decided to cut Barracuda loose from the Valiant family in terms of body style. Whereas the Valiant was angular and almost boxy, the new sporty car was lithe and speedy looking. It flowed and curved in all the right places. A convertible and hardtop were added to the lineup. The stunning restyle caused Barracuda to leap a full ten positions into 45^th place with 3,813 sales recorded.

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When it was time to roll out the red carpet for the 1968 models, there were few changes for the Barracuda. Like every other automobile on the market, it received side-markers, four-way flashers and dual-brake systems as mandated by Transport Canada. Barracuda got an optional 340 V-8 to stuff under the hood. To differentiate the 1968 lineup from previous models there were slight changes to the grille, taillights and a trim shuffle. The hardtop lost its concave glass.

Only a handful of Barracuda ragtops were sold in this country in 1968.
Records show that Newfoundlanders bought more convertibles per capita than in any other province. The convertible’s price tag was $3,620 with the V-8 engine installed.

While there might have been few physical changes, there was a Niagara of hype. Wordsmiths burnt many a 45-gallon drum of midnight oil to come up with the freshest phrases, designed to fan the flame of ownership desire. The Barracuda was pitched to the “wild crowd” with talk that went like this: “A quick pull on the stick and you’re in motion. A Plymouth kind of motion. With a new fluted grille. Torsion-bar suspension that makes you sure of yourself in the turns “ 

“Barracuda doesn’t make you pay extra to impress your friends. Chromed hood louvres. Amber rallye lights that stay on to keep the headlights company. A pit-stop gas cap for that Super Stock look. All standard.”

“Inside you’re surrounded by comfort and convenience. Loop-pile carpeting. Full instrumentation with 16 meters, gauges, lights and switches. Your choice of cushy bucket seats or the ‘sportseat’ with a flip-down centre armrest.”

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“From there, gear up with extras. Accent strips. Sports stripes. Wire wheel covers. A Vinyl roof. Console, Tachometer, Bumper guards, Radio. Stereo TorqueFlite automatic. 4-on-the-floor.”

Having said all that, ad copy was quick to cover all the bases and point out that the Barracuda was just as much at home at beach parties and deb parties as it was church socials, wedding receptions and the corner grocery store. 

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There were almost as many optional equipment items as there are Newfoundlanders living in Toronto. Extra-cost goodies included a floor-mounted stick shift, front disc brakes, Auto-speed control, power windows power brakes, head restraints, simulated wood-grain steering wheel, a stereo 8-track tape cartridge player, an AM/FM radio, rear window defogger, tinted glass, bucket seats, chrome-plated road wheels, numerous wheel covers including wire, undercoating, variable or three-speed electric windshield wipers, a Sure-Grip differential, fast ratio manual steering, an electric clock, a sports centre console, heavy-duty suspension, vinyl roof tops, bumper guards, remote outside left mirror, a right-hand side mirror, whitewall tires or wide tread Red Streak tires,  fender-mounted turn signals, a time delay ignition switch that allowed the interior lights to stay on when entering the car,

Barracudas swam off the line in Hamtramck, Michigan in a wide range of colours including Ember Gold Metallic, Mist Turquoise Metallic, Surf Turquoise Metallic, Turbine Bronze #2 Metallic, Matador Red, Electric Blue Metallic, Burgundy Metallic, Sunfire Yellow, Avocado Green Metallic, Frost Blue Metallic, Sable White, Satin Beige and Sierra Tan Metallic. 

It was a good year for Chrysler Canada's Plymouth Division in general and Barracuda in particular. It held on to 45^th place with sales of 3,004 units.

 The 1968 Barracuda fastback was the most popular model with Canadian consumers, selling for $3,423 when ordered with the V-8 engine. 

  

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Copyright James C. Mays 2007 All rights reserved.

1965 Valiant

The 1965 Valiant Custom 100 four-door sedan (top) sold
 for $2,604 and the Valiant Custom 200 hardtop sold for $2,738.

Consumers throughout the Dominion bought more and more small European cars, Ramblers and Studebaker Larks throughout the 1950s. The boys at Chrysler Canada spotted a perfectly good trend and hopped on board, too. Their first trip on the “small is beautiful” train was a wise choice. They offered the Simca family of fine cars as a captive import in the 1959 selling season. 

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The 1960 Simca Aronde retailed for $1,698 across Canada.

Billed as “imported from Paris,” Simca did very well in its first year. Canadians bought 4,802 units right across the country, from St. John's to Victoria. That was a highly encouraging sign to the wise men in Windsor; the petite automobile from France had racked up nearly five times the sales of Chryco's mid-priced DeSoto. Simca's success paved the way for a domestically-built compact car for the 1960 season. 

Because the smaller car segment was so powerfully strong in Canada, the Valiant would bow—not as a Plymouth model—but as a brand in its own right. Valiant took its place as the fifth in the famed Chrysler Pentastar and venerable DeSoto, built in Windsor since 1928, faded into history domestically a year before it disappeared forever in the United States. 

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Valiant replaced DeSoto in Chrysler Canada's 1960 family.

Valiant would need reputation, good looks and durability to succeed in the marketplace. Another pretty face wasn’t going to cut it; Valiant had more than enough of competition. Studebaker was pumping out sassy little Larks in Hamilton. General Motors was building the rear-engined Corvair in Oshawa and in Oakville Ford workers were turning out the Falcon and Frontenac as fast as they could. An ultra-modern factory was under construction in Brampton, Ontario for the manufacture of study, no-nonsense Ramblers. 

Ford offered the Canada-only Frontenac in the compact segment.
Sharing a shell with the Ford Falcon, Frontenac took a full 10% of sales 
in the small car market. Sold by Lincoln-Meteor-Mercury dealers, 
Frontenac was replaced by the Mercury Comet in 1961.

And those were only Valiant’s domestic competition. As the small Chrysler was being launched, GM’s captive import Vauxhall from the UK was the fifth best selling nameplate in the country, West Germany’s Volkswagen ranked sixth throughout the Dominion and Austin held down the lucky 13 spot. Other imports that had carved a place for themselves in the market place included Morris, British and German Ford, Hillman and Sunbeam, Standard, Triumph, Wolseley, Riley, and MG. Every one of them vied with Valiant for a place in Canadians’ hearts, driveways and garages.

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The decidedly European-looking Valiant finished a somewhat disappointing 16^th for calendar year 1960 with 6,474 units delivered. It moved up to 14^th place in 1961 with 9,831 units sold domestically. Valiant somersaulted headliner over wheels to push past Volkswagen and capture 4^th place in the 1963 sales race, with a total of 29,007 sales. The extraordinary pole vault was helped along greatly as the Governor-General signed into law Parliamentary legislation  that  slapped heavy duties and taxes on foreign automobile manufacturers without ties to the automakers here in Canada. 


Valiant was revamped for 1964 season.  Chrysler's homegrown compact was truly distinctive and far less European in look. Valiant  held on firmly to fourth place with 34,468 units delivered.

When Valiant arrived in showrooms for 1965 the family was larger; it had proliferated overnight to 30 models, seven each in the base 100 and 100 Custom series and eight each in the 200 and 200 Custom Series. The two series were easy to tell apart, each was given its own unique looks. The sporty Barracuda was not assigned to either series but potential customers were told they could find certain Barracuda characteristics in each and every Valiant. 

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The 1965 Valiant Signet 200 convertible with the
170-horsepower Slant Six cost $2,882 and
$3,336 when equipped with the 270-horsepower V-8.

Topping the 200 Series was the Signet hardtop and convertible. Stylish bucket seats were covered in a luxurious vinyl grain in any of four colours, coordinating with the dashboard and the plush carpeting underfoot as part and parcel of the Signet experience. So was a black or white vinyl top for the hardtop. Convertible tops could be had in white, blue or black. 

Instrument panel for the 1965 Valiant was practical and pretty.

 The Signets were followed by the slightly undressed Custom 200 hardtop and convertible along with a Custom four-door sedan a Custom 200 station wagon. There was also a substantial if somewhat unadorned 200 two- and four-door sedan. 

In the lesser 100 Custom line there was still a surprisingly wide range of choice including a modestly appointed two-door hardtop and a convertible along with a Custom four-door sedan. The very base 100 series consisted of a two- and four-door sedan and a station wagon. 

The Valiant Barracuda was imported from the
United States in 1965. It sold for $3,190 with
the Slant Six under the hood and $3,261
with the optional Power Pak V-8.

The aerodynamic Valiant Barracuda was imported from the US. It promised to please anyone who had even a little sporting blood running through his veins. It promised to reveal automotive characteristics that could not be found in competing products. Much was made of the vast tinted back glass and the fact that it boasted a seven-foot space big enough for skis, toboggans, fishing poles or even plain old suitcases. Salesmen were quick to point out that there was an ample trunk to boot. The Barracuda was not just another elegant sports car; it was practical and versatile, too. 

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Under the hood one could have the 170- or 225-cubic inch Slant Six or the powerful 273-cubic inch Power Pak V-8 with two or four barrel-carb setups. These could be mated to the three-speed manual transmission that shifted on the column or one could hook up to Torque-Flite automatic transmission. The Custom 100 could be had with four-on-the-floor with the 225-cubic inch six or the big V-8.

Owners could choose one’s Valiant in any of 17 colours and 15 optional two-tone ensembles. Standard equipment included retractable seat belts and self-adjusting brakes. An alternator was offered instead of a generator and this year, for the first time, the cigarette lighter was included in the base price.

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Options were as plentiful as Stanley Cup wins by the Habs. Valiants could be had with power steering, power brakes, a power convertible top and a power door for station wagons. One could order the electric variable-speed windshield wipers, a windshield washer, tinted glass, an AM transistor radio with manual tuning knob or the fancy push buttons, a day/night rearview mirror, heavy-duty suspension, Sure-Grip differential and front torsion bars. Then there was the bumperettes, the ever-practical block heater, soundproofing for the hood, an under-the-hood lamp, safety padding for the dashboard, a roof rack for the wagons, outside mirrors, white wall tires and more.

The 1965 Valiant Custom 200 station wagon
weighed in at 2,755 pounds with the standard Slant Six
under the hood.

Engineers wanted owners to have confidence in the Valiant. They had worked hard to achieve long periods of time between visits to the garage. Chrysler products could now boast 4,000 miles between oil changes and 32,000 miles between grease jobs. Like stablemates Plymouth, Dodge, Chrysler and Imperial, the compact Valiant was covered by Chrysler Canada’s famous Five Year—50,000-mile guarantee on the drive train. The warranty was honoured throughout Canada and the United States as well. Chrysler dealers pledged that just like their products, their service was first class. 

The year ended well for Valiant. The smallest homegrown Chrysler took home the lion’s share of sales for ChryCo and the Pentastar flag in 1965. The total was a tidy 32,441 units delivered for the calendar year, to be exact.

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 Visit my old car website at http://www.theoilspoteh.ca Visit my old car website at http://www.theoilspoteh.ca Copyright James C. Mays 2005 All rights reserved.