1974 Chevrolet Caprice Classic, Impala, Bel Air and Biscayne

The full-sized 1974 Chevrolet was Canada’s favourite passenger car, selling 49,970 units during the calendar year.

Chevrolet has long been popular with the buying public since its introduction to Canadians in 1915. Assembled by the McLaughlin concern in Oshawa, Ontario, the inexpensive Chev complemented the higher-priced McLaughlin and competed head-to-head with Ford.

The 1915 Chevrolet Royal Mail.

In 1974 Canadians could choose among four full-sized models in the bowtie clan: The top of the line Caprice Classic, the Impala, the Bel Air and a model not available in the United States—a very modestly dressed Biscayne with a V-8 engine.

Advertising announced the car with bold words. “A lavish measure of comfort, fine handling and beautiful styling; these are the distinguishing marks of the new Chevrolets.” It further crowed, “there’s much to admire, even more to enjoy in driving the spacious new Chevrolets for 1974.” The wordsmiths had to work their magic to the best of their abilities because even to the untrained eye these cars were virtually unchanged from last year.

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All of the big Chevs carried 5.7-litre (350-cubic inch) V-8 engines this year and automatic transmissions both features calculated into the base price of the vehicles. The standard equipment V-8 used in Canadian Chevrolets was rated at 185 horsepower--20 more horses than its stateside cousins received. The 18 different models sold domestically were sourced from GM factories in Oshawa, Ontario; Janesville, Wisconsin; St. Louis, Missouri and Wilmington, Delaware.

The 1974 Chevrolet Caprice Classic carried its own distinctive rear deck moulding. Triple taillights were long a Chev hallmark. The coupe listed for $4,933 f.o.b. Oshawa.

Though the basic envelope looked a great deal like that of 1973, the Caprice Classic was more graceful and distinguished than its relatives, courtesy of a dressier front end and a sculptured deck in the rear. Body styling was crisp with voluptuously finished rectangular lines throughout. This car’s philosophy appealed to those who “think driving is something the car should do.” It was the reasoning behind the exceptional luxury. Caprice Classic had a “sure talent for putting pleasure into driving.” A dramatic new Colonnade roof--one with expansive fixed rear glass--appeared on Caprice Classic two-door sedans.

With its $4,441 price tag, the 1974 Chevrolet Caprice Classic had the full-sized ragtop field to itself as Ford, Chrysler and American Motors had all withdrawn its convertibles from the market.

Interiors of the Caprice Classic boasted a fold-down centre armrest on sedans. The upholstery was a velvet-look plush knit cloth with vinyl inserts in black, blue, green, red or taupe. There were all-vinyl interiors available in black or neutral. Faux wood accents were used sparingly and tastefully throughout the cabin. Doors featured slim, vinyl door pulls. 

The 1958 Chevrolet Impala.

The Impala first bowed in the 1958 model year. Its name evoked glamour and graceful glory then. In 1974 its name had dropped a notch and rode on Chevs that were designated as the marque’s traditional value leader. Impala promised to deliver not only during its years in the driver’s hands but at resale time, too.

The 1974 Chevrolet Impala four-door sedan weighed in at 4,338 pounds and carried a $4,506 price tag, f.o.b. Oshawa.

 The Sport Cloth interiors for Impala were patterned cloth in black, blue, neutral or green with matching nylon cup-pile carpeting. Also there were all-vinyl upholstery schemes in black, neutral, green, blue or saddle.

The 1953 Chevrolet Bel Air four-door sedan.

The Bel Air name first appeared in 1953 as the top-of-the-line model and 21 years later still graced Chevrolet but this time on a modestly trimmed line of bowties. 

The 1974 Chevrolet Bel Air.

Bel Air’s practical all-vinyl material could be ordered in Green or Neutral for a few bucks extra. The standard interior was a stylish pattern cloth and vinyl in black, neutral or green and still boasted nylon cut-pile carpeting and a colour-keyed steering wheel and column.

The 1974 Chevrolet Biscayne was popular with police departments across Canada.

The Biscayne was a Canada-only model offered as a plain-Jane four-door sedan and an equally utilitarian four-door station wagon. The former listed for $4,139 and the later carried a $4,894 price tag, f.o.b. Oshawa.

Instrument panel for the 1974 full-sized Chevrolet was angular and spare, complimenting the exterior.

Chevrolet could be ordered in any of 16 colours—ten of them new this year. To top things off, extra cost vinyl roof covers could be had in black or white plus blue, cream beige, green red, brown russet, saddle or taupe—for two-door coupes and sedans.

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There were as many options for one’s 1974 Chev as there are kids in the backyard pool on a hot summer’s day. Included among the extras were front bumper guards, steel belted radial tires; an outside remote-control mirror for the right hand side; simulated wire wheel covers; full wheel discs for Impala, Bel Air and Biscayne; “Love” (baby) seats; a plethora of radios and tape players; a new litter container, deluxe seat and shoulder belts; carpeting in black, blue red, gold or russet; a choice of Comfitron or Four-Season air conditioning; 50/50 reclining seats; power seats; power door lock system; power windows, Comfortilt steering wheel; Soft-Ray tinted glass; Cruise-Master speed control; positraction rear axle and a rear-window defogger. 

The 1974 Chevrolet Impala.

If that didn’t complete the shopping list, there was a Quiet Sound Group, designed to give extra insulation for those lesser than Caprice Classic models; superlift rear shocks; trailering equipment; a heavy—duty batter; auxiliary lighting; an electric clock; a dome reading light; door edge guards, a visor vanity mirror; rear bumper guards and rear fender skirts.

Sales were off badly for the biggest bowtie. For calendar year 1974 the numbers were 49,970 units delivered, down from 53,225 units delivered in 1973. Despite the low numbers management could heave a collective sigh of relief that Chev was still the number one best selling car in Canada—better than its 1972 finish when Toyota beat out Chevrolet as the nation’s best selling passenger car.

The 1972 Toyota lineup found favour with many Canadians and toppled Chevrolet from its traditional first place in sales.

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Copyright James C. Mays 2004
 All rights reserved.

1961 Chevrolet

The 1961 Chevrolet Impala two-door was easily identified by the trio of taillights. The two-door sedan listed for $3,629 with the optional V-8 engine.

The first Chevrolet was assembled in this country in 1916. The McLaughlin Motor Car Company Limited acquired the rights from William (Billy) Durant. The durable and economical little Chevrolet was built in Oshawa, Ontario alongside the fancy McLaughlin. Sales were good for both. 

General Motors bought the McLaughlin concern in 1919 and transformed it into GM of Canada, Limited. The entire range of company’s products was phased into production in Oshawa—even Cadillac. The only GM car never built here was the Marquette, a short-lived, lower-priced companion to the Buick.

Chevrolet appealed to the public and quickly bested Ford as the most popularly purchased automobile in the Dominion. The rivalry between the Blue Oval and the Bowtie to be Number One in the hearts and driveways of Canadians would continue for decades to come. General Motors marked its Golden Jubilee in 1958 and boasted that more than half of all cars driven in this country were GM products. 

Despite the relentless onslaught of small, cheap European imports, in 1960 Chev alone accounted for 15.5 percent of all new car sales.  To sweeten the pot, the GM division introduced a rear-engined compact car series that model year to do battle with Volkswagen and Rambler. The Corvair enjoyed modest success with consumers. It all added up to a banner year for GM as the manufacturer produced 175,086 passenger cars—the best year on record since 1953. 

The 1961 Impala convertible was the only ragtop that year in the full-sized Chevrolet family. The price tag was $3,533 when equipped with the six-cylinder mill and $3,658 for the V-8 version.

The 1961 Chevrolet family included a full-sized stable made up of Impala, Bel Air and Biscayne models. These cars were new from stem to stern. The compact-sized Corvair continued with minor changes. The image building two-seater fibreglass Corvette with its new bobbed backside rounded out the bowtie kinfolk.  

The graceful roofline distinguished Sports Coupes from other Chevs in 1961. This Bel Air cost $3,062 with a six under the hood and $3,286 for the V-8 model.

The full-sized envelope was styled under the direction of design chief William “Billy” Mitchell. They lost a few pounds and a few inches off the length, though they continued on the 119-inch wheelbase. Much was made of the  “slim new size” that made Chev “easier than ever to drive, park and garage.”  

 The car carried headlights integrated into the ribbon grille, emphasized by a uni-brow that defined the leading edge of the hood. Between that defining mark and the grille itself were the turn signals spaced nicely by a half dozen open vents that lined up with vertical grille depressions.

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Heavily sculpted flanks gave the impression of flight with a fin-like look in the rear quarter panel. Circular tail lamps set in a flat panel were distinguished by a heavy indentation dipping into a sweet “V” at the centre of the rear. The greenhouse featured curved and canted front pillars. Slim C pillars created a unique roofline for the Sport Coupe and the Sport Sedan was given a wide rear pillar to “add a touch of town-car luxury.”  The result was a trio of rooflines giving acres of viewing area. 

Impala was the posh Chev. It sported such thoughtful touches as an electric clock, a parking brake warning light, back-up lights, deep-twist carpeting, fingertip door releases and custom-length arm rests as standard equipment. Consumers were told the would be “hard pressed to find a reason for wanting any more car than this.” Interiors were upholstered in soft leather-grain vinyl over foam-cushioned seats. There was a four-door Sport Sedan, a four-door sedan, a convertible and a two-door sedan to choose among.

 The 1961 Chevrolet Impala boasted a capacious but compactly designed Instrument Console with all controls conveniently located within easy reach of the driver.

Bel Air was the mid-range beauty in the full-sized family. Billed as being popularly priced, it offered a glove box light, a dome light, foam for cushions fore and aft, deluxe door handles, window cranks and steering wheel and ash trays in the rear compartment. Each item was described as a Chevy virtue at a “price that makes buying too easy to resist.” The Bel Air was available as a Sort Coupe, a Sport Sedan, a four-door sedan and a  two-door sedan. 

The least expensive full-sized Chevrolets in 1961 were found in the Biscayne Fleetmaster series. The two-door listed for $2,730 and the four-door was priced at $2,797 with the six-cylinder engine.

The least expensive Chevrolet was the Biscayne. Offered as a two- or four-door sedan, it boasted dual sun visors, front arm rests and a glove box lock. Interiors were simple and colour-keyed to a durable rubber floor mat. Even less expensive was the Biscayne Fleetmaster, designed for business. This hardworking pair was available in two- and four-door models. 

Station wagons were listed separately and could be ordered with six or eight-cylinder engines. The wagon tribe included a very elegantly appointed Nomad four-door, six- or nine-passenger model, a mid-priced Parkwood six- or nine-passenger, four-door model and an inexpensive Brookwood four-door, six- or nine-passenger wagon. Each offered 97.5-cubic feet of cargo space. To add icing to the cake, a new concealed compartment under the floor provided additional space and out-of-sight safety for precious items. 

Options? You bet! Owners could load up on goodies galore including power steering, power brakes, power windows, a 6-way power seat, a deluxe heater with or without the All Weather or cool-Pack air conditioning. The E-Z Eye tinted glass was required with the air conditioner. There was  dual exhaust, a two-speed electric windshield wiper and pushbutton windshield washer, For listening pleasure, Chevrolet offered a choice of radios. A four-speed manual transmission was available and for the shiftless, PowerGlide or TurboGlide automatic transmissions could be had, too.

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Colours for the 1961 Chevrolets were all Magic-Mirror acrylic lacquer. The deep-down lustre was protected by the plastic base that promised to resist road sins such as sun, salt, road tar and chipping. Tuxedo Black, Twilight Mist Metallic, Ermine White, Sateen Silver Metallic #2, Midnight Blue Metallic, Jewel Blue Metallic, Tradewind Blue, Arbour Green Metallic, Seafoam Green, Honduras Maroon Metallic #2, Coronna Cream, Cherrywood Bronze Metallic, Twilight Turquoise Metallic, Seamist Turquoise, Almond Beige, Dawnfire Mist Metallic, Fawn Beige Metallic, Roman Red and Shadow Grey Metallic were the hues of the season. They could be applied to the Body by Fisher envelope in solid colours or in striking two-tone combinations.

When the calendar year was over, Chevrolet had done well for itself, racking up 70,072 deliveries of its full-sized cars and an additional 8,777 Corvair sales. The small car was here to stay but consumers’ love affair with the full-sized Chev was far from over.

The priciest Chev in the 1961 lineup was the eight-cylinder, nine-passenger Nomad wagon with a price tag of $3,929.

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Copyright 2006 to James C. Mays

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1980 Pontiac Acadian

After being discontinued in 1971, the proud and popular Acadian nameplate made a comeback late in 1979. This time it bowed not as a brand of compact car but under the Pontiac banner as GM Canada's feisty import fighter. The newest subcompact in Oshawa's stable would have its work cut out for it, doing battle against the Top Ten imports: Honda, Toyota, Datsun, VW, Mazda, Lada, Subaru, Chrysler’s Mitsubishi, Renault and Audi. These value-loaded offshore offerings would grab 21 percent of the domestic market during the 1980 model year, the highest total in decades.

Aside from international competition, there were plenty of domestic contenders, too. In addition to its cousin the Chevrolet Chevette, Ford’s Pinto and Mercury Bobcat,  AMC’s Spirit, the Dodge Omni, Plymouth Horizon and Chrysler Expo already filled the field.

Oddly enough, the Canada-only Pontiac Acadian was an import itself, built in the United States on the same lines as the Chevrolet Chevette. Advertising went to great lengths to stress that the baby Pontiac was part of the GM World Car programme. “The vehicles described in this brochure are assembled at facilities of General Motors of Canada Limited or car Divisions of General Motors Corporation or at facilities of General Motors Corporation operated by the GM Assembly Division.”

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Badge engineering was employed on the Acadian. It received the Pontiac emblem and Acadian decals, complete with a distinguishing maple leaf. Other than that, it was virtually identical to the Chevrolet Chevette. Still, there was a need; Canadians had been shopping at their Pontiac-Buick dealers for thrifty little Vauxhalls since 1948. With the demise of the ill-fated Vauxhall Firenza in 1973, that entire subcompact segment of the market had been lost. Dealers were acutely aware of the sales that slipped through their fingers during the four-year absence. The addition of the Acadian to showroom floors was good news, indeed.

Introduction of the Acadian was most timely. Gasoline prices rose dramatically as the National Energy Board and Alberta squabbled bitterly in public over production quotas and tax rights. The Bank of Canada continued to hike interest rates in a desperate bid to shore up a sagging dollar. Weary consumers were caught in a nightmarish spiral of double-digit inflation and shrinking earning power. From groceries to mortgages, everything cost more and debt loads rose dramatically. Those who were in the market found small economical cars more desirable than ever before.

Advertising for the pint-sized Pontiac hit home with an anxious public. “No mistake about it. The 1980 Pontiac Acadian offers something you just don’t see much of now. Your money’s worth. That’s why we’re proud that Acadian continues the tradition of being a lot of car.” Cashing in on its GM heritage, it boasted a unitized Body by Fisher.

Designed in West Germany as General Motors’ first attempt at a car for the world market, the Chevette first bowed through GM’s Brazilian subsidiary in the spring of 1973. Model variants there included a pickup truck. In September of 1973 it was introduced in Germany as the third generation of the Opel Kadett. In the fall of 1974 it was built for the Argentine market as the Opel K-180. In November, the Japanese could buy it as the Isuzu Bellett Gemini. In 1975, Britons met the Vauxhall Chevette, Australians said ‘good day mate’ to the Holden Gemini and North Americans greeted the Chevrolet Chevette.

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Acadian could be had as a two- or four-door hatchback. A stripped S version listed at the rock bottom price of $4,345, putting it squarely in league with Lada, the lowest priced car on the domestic market.

Under the hood of the Acadian was the 1.6-litre L4 four-cylinder, overhead cam engine with a two-stage carburetor. A faster version of the mill added a high-speed camshaft and a dual-takedown exhaust manifold. Primarily produced by the Chevrolet Motor Division at the Flint, Michigan Motor Plant, an advisory noted that the GM-built engines found in Acadians could be produced by various divisions. All mills were mated to a four-speed manual transmission for “good horsepower good driveability, a positive cold drive-away response and peppy acceleration.”

Pontiac’s little foot soldier came with a number of standard goodies including front disc brakes, rack-and-pinion steering, a diagnostic connector for quick hook-up to the computer at the dealership, a fold down rear seat and a centre floor console, the latter installed on all but the lowest price S Hatchback Coupe.

Interiors of the base S model were finished in Black or Camel-coloured vinyl or cloth. Higher cost models offered interior choices in Blue and Carmine as well. Top-of-the-line Acadian Custom interiors could be had in upscale vinyl or custom cloth finishes. Seats reclined on all models but the S. Advertising promised that a “liberal application of acoustical materials” had been used throughout but then there was an optional custom interior trim package that packed in more insulation—just in case.

Entry-level vehicle that it was, Acadian came with a goodly number of extra-cost options to dress it up. Customers were invited to “build your own Acadian.” Sunday best niceties included an intermittent windshield wiper system, a Comfortilt steering wheel, colour-keyed seat belts and floor mats, sports mirrors with remote control operation for the driver’s side, air conditioning, tinted glass, an AM/FM radio and the requisite number of speakers, a three-speed automatic transmission, the Delco Freedom heavy-duty battery, a roof rack, wheel trim rings, sport wheel covers, steel-belted radial ply tires, an auxiliary lighting package, an electric clock, a tachometer, an electric rear window defogger, exterior striping and for all but the very early production models, a rear window wiper-washer. A very useful and important option was the Continuous Protection Plan, designed to extend the warranty.

Exteriors were finished in three coats of paint. Colour choices were Beige, Black, Bright Blue Metallic, Dark Blue Metallic, Light Camel Metallic, Dark Claret Metallic, Grey, Dark Green Metallic, Red, Red Orange, Silver, White and Bright Yellow. In addition there were five smart two-tone colour combinations.

A total of 19,361 Pontiac Acadians were built during the 1980 model year. They did their job well, helping GM Canada to have its second best year on record despite the deeply troubled economy.

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Copyright James C. Mays 2005 All rights reserved.

1937 McLaughlin-Buick

If there ever were hard times for General Motors of Canada Limited, the 1930s certainly stretched the company’s resources to the very limit. Production and sales were miserable for all of the GM brands throughout the Dirty Thirties. From a high water mark of 104,198 vehicles produced in 1928, the Oshawa, Ontario-based automaker hit rock bottom in 1932 when only 19,565 cars and trucks were shipped from the factory. Among that pittance were 2,026 McLaughlin-Buick passenger cars.

McLaughlin-Buick production inched upward in 1933 to 2,382 units and up again to 4,091 units in 1934. The increases were small but they did give hope that the worst of the Great Depression might be over. That was not to be the case and the final production figure for 1935 skidded to a dismal 2,272 units. A sleek new Art Deco design helped spur sales in 1936 as 4,722 McLaughlin-Buicks were rolled out the factory doors. Among that number was one built for His Majesty, King Edward VIII.

Despite being all new last year, the cars were revamped in a big way for the 1937 model year. The grille was split, allowing the Buick coat of arms to be mounted front and centre on a slender river of chrome flanked with fine horizontal chrome ribs. New, more graceful, teardrop headlights were mounted on either side of the grille for a stately look. Wipers were no longer mounted from above the windshield, but from the cowl. The radio aerial disappeared, discretely embedded in the running board. Body height was lowered by 1.5 inches and a corresponding 2.5-inch drop in the floor meant the cavernous interior was maintained. 

The public met the 1937 McLaughlin-Buicks in November of 1936. In a bid to impress potential buyers, sales personnel were trained to discuss the current crop of automobiles from the ground up. Starting with the famous sealed chassis, they moved on to point out the quieter valve-in-head straight-eight engine, the five-point soft rubber engine mountings, the centre-point controlled steering, the tip-toe hydraulic brakes, knee action wheels, torque-tube drive and ride stabilizers located fore and aft. The car was mighty and magnificent. It came with an impeccable pedigree that reached back to horse and buggy days. It was easy to sing the praises of such a fine motorcar.

Salesmen were instructed to draw attention to the all steel-welded-to-steel body construction that boasted the safety of a solid steel Turret Top on the Special models. “McLaughlin-Buick bodies have in 1937 the same master craftsmanship in their coachwork which they have had for years.” For good measure, folks looking at the gleaming beauties in showrooms were reminded that safety glass was used all around.

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As important as any feature built into the vehicle was the possibility of buying a new McLaughlin-Buick through the General Motors Installment Plan. With “payments to suit your purse,” the scheme claimed to have already advanced more than 11 million purchases in North America. In addition, GM had its own insurance company. General Exchange Insurance Corporation, a.k.a.  GEIC, offered insurance protection and the capacity to “render claims and make adjustments throughout Canada.”

The McLaughlin-Buick was an upscale offering in the world of automobiles, carefully positioned between the mid-range, mid-priced Oldsmobile and just below the luxurious LaSalle by Cadillac. With inspired whispers of elegance, distinction and class, McLaughlin-Buick came in four distinct series for 1937: Special, Century, Roadmaster and the Limited. 

 The 122-inch wheelbased Special was the entry level car, ideal for the family ready to move into the pampered world of McLaughlin-Buick. A Sport Coupe with “ingeniously positioned” folding opera seats was the lowest priced in the stable with a starting price of $1,055. A five-passenger Coach with trunk, a five-passenger Sedan with trunk and a four-passenger convertible with rumble seat were all equally modestly priced. The Special got around town and country with a 248-cubic inch straight eight that generated 100 horsepower.

 

Century was bigger and better appointed than the Special. Its engine generated 130 horsepower and its displacement was 320 cubic inches. Four inches longer in the wheelbase than last year, Century now rode a 126-inch wheelbase and could be had as a five-passenger Coach or a five-passenger Sedan, both came with trunk. The four-passenger Convertible Coupe boasted a rumble seat. A great deal of attention was drawn to the generously proportioned trunks. “Why embarrass yourself with a trailer for your valises when the jumbo baggage compartment can serve you?”

The spare tire rode in a special space below the trunk floor, making tire changing less of a hassle. Having stated that, these dignified land yachts also could be ordered with optional cost, side-mounted tires, neatly tucked into gracefully elongated front fenders. The classic feature was standard equipment on the Roadmaster four-door convertible and the two Limited models.

Further up the scale was the impressive Roadmaster. This grand automobile stretched lazily over a 131-inch wheelbase and seated six in full comfort. It shared an engine with the Century. The Formal Sedan could be ordered with optional movable glass partition to set passengers apart from the chauffeur. A four-door convertible carried a price tag of $2,050.

Gliding majestically on a 138-inch wheelbase, the Limited was the penultimate McLaughlin-Buick. Seating eight passengers, it was offered as a Sedan with trunk or as the Imperial Sedan with trunk. It loafed along the highways and byways of the Dominion with the same engine as Century and Roadmaster. These distinguished vehicles were rarely seen. Shunning Cadillac as ostentatious, Prime Minister William Lyon Mackenzie King made use of a McLaughlin-Buick as his official car.

Options were few and far between on a car as magnificent as a McLaughlin-Buick. There were a few and in keeping with the McLaughlin-Buick tradition they were the epitome of tastefulness. They included white sidewall tires, an in-dash radio with a speaker. A heater—with or without the new windshield defroster—fog lights and the dual sidemount fenders were on the short list.

Production continued to improve as workers at General Motors built 6,880 McLaughlin-Buicks for the 1937 calendar year. The gains would not be continued in 1938 as the economy faltered and sales plunged.

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Copyright James C. Mays 2006 All rights reserved.