1937 Chevrolet

The sassy 1937 Chevrolet Cabriolet weighed in at 1265 kilos (2,790 pounds) and rode on a 2 844-millimetre (112-and-one-quarter-inch) chassis.

            

The Great Depression had taken a horrific toll on Canada for eight long years. Its effects had devastated the national economy and drove millions of Canadians to their knees. Just when the worst appeared to be over, farmers on the Prairies suffered through another crippling drought in 1937. Unable to find work of any kind, nearly a million workers were still on the dole. 

Ontario was plagued with labour strikes including workers at GM Canada in Oshawa, who walked off the job on April 8. Premier Hepburn threatened to bring in the Royal Canadian Army to quash the strikers' action.  The employees returned to work twenty days later when the company finally recognized the United Auto Workers’ right to bargain on the employees’ behalf. The dispute was settled but the stock market crashed again, bringing new misery. 

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Used cars went begging. Want ads in the Hamilton Spectator showed Coronation Motor Sales Limited had a 1932 Plymouth Sedan on the lot for $365 and made a point of including the fact that all its salesmen were courteous and Canadian. MacLaren Motor Sales, Limited—the Chev-Olds dealer--at 70 John Street North in Hamilton, offered a dark green 1934 Ford Special De Luxe coupe with radio and heater for only $175 and was prepared to finance the purchase. That radio was particularly practical since the CBC was gearing up to expand its broadcast from six to sixteen hours a day.

The Sport Coupe featured a rear quarter panel window for “unusually full vision” and “increased visibility and better appearance.”

Even a second-hand automobile was just a pipe dream for many in 1937. Thousands of folks would eke another year or two out of their old jalopies with what repairs they could afford. Merrick Tire, located at 123 King Street in Hamilton, guaranteed its reconditioned tires with prices starting as low as $1.50 each. Hamilton Welding, at 100 Mary Street, straightened axles, frames and wheels to stop road shimmy. Jack Piries at 19 Market Street relined brakes and rebuilt clutches at reasonable prices. A paint job from the Ottawa Paint Shop in Hamilton started at $12.

For the few who could afford a new 1937 automobile, the low-priced leaders--Chevrolet, Ford and Plymouth--were going to get the lion’s share of the new car trade. All three dealer bodies had been hit hard by the economic downturn and all were keen to put new taillights out the door.

1932 Chevrolet Sport Roadster

Chevrolet had hit rock bottom in 1932 when only 10,832 cars were produced. Only in 1916—the first year for the marque to be built in Canada—was production lower.  Production inched upward painfully each subsequent year of the Depression. A total of 13,134  units was built in 1933 and 24,103 bowties rolled out of the Oshawa plant’s doors in 1934. The picture grew brighter in 1935 as 33,721 Standard Six and Master Six units were produced. In 1936, the numbers moved up ever so slightly to 38,473 units.

The 1937 Chevrolet two-door Master Coach weighed in at 1267 kilos (2,795 pounds).

            Chevrolet salesmen had a few rabbits to pull out of the proverbial hat for customers when they came to dealerships see the new 1937 models. They were, after all, the company’s 25^th anniversary offerings. Billed as “the Parade of Progress,” the latest bowties from Oshawa featured safety plate glass windows and all-steel bodies by Fisher. Advertising drew attention to the fact that bodies were had been made lower, longer and roomier. Each one was constructed with a new six-girder frame, “built like a bridge span.”  Chevs were dubbed as “all silent and all-steel.” The pleasant, Diamond Crown styling was the handy work of designer Jules Agramonte who had been the inspiration behind the beautiful 1934 LaSalle.

Engineers tweaked Chevrolet’s Stove Bolt Six engine. Made of lightweight cast iron with a domed head and slipper skirt, the electroplated overhead valve plant now generated a whopping 85 horsepower. Advertising made much of the car’s economy, bragging that many owners reported more than 9.4 litres per 100 kilometres (25 miles to the Imperial gallon).

No-Draft Ventilation was a feature unique to GM cars throughout the 1930s. The small windows were invaluable in keeping cabin air fresh.

All Chevs boasted the Fisher “draft-free ventilation system” which consisted of vent windows for and aft to “let air sweep freely through the car, or control a gentle circulation that exhausts stale air and tobacco smoke—and prevents windshield fogging.” Independent front suspension, treating passengers to “Knee-action gliding ride,” had been around on the higher priced Chevs since the 1934 model year. Advertising bragged that more than 2,000,000 users had proved it was the world’s safest, smoothest ride. This was the second year for hydraulic brakes to be fitted to all four wheels. 

While the Master DeLuxe got all the trimmings, lesser-priced Masters made do with older technology and fewer goodies. They carried the tried-and-true I-beam, straight axle setup instead of the fancy Knee-Action Ride. Not as well dressed, Masters wore less trim, got no rubber pads on the pedals, no ash tray and were blessed with only one taillight, one wiper and a single arm rest. Masters did without bumper guards and no “overheat” indicator on the instrument panel. The entry level, two-passenger Business Coupe listed for $745 at J. B. Ross Limited in Hamilton, Ontario. Of course, taxes, license and freight were all extra.

Seven different models were offered in all, ranging from the Business Coupe to Sedans, Coaches, Town Sedans, Sport Coupes, Sport Sedans and a very racy Cabriolet. Surprisingly, the ragtop was offered in the lower-priced Master series. While all Chevrolets in the US were offered only on the 2 844-millimetre (112 and-one-quarter-inch) wheelbase, at least one Canadian source indicates that the Master Deluxe series sold throughout the Dominion was built on a much longer 3225-millimetre (127-inch) chassis.  Perhaps a passionate reader can set the record straight.

At the end of the year, Chevrolet had racked up production of 44,203 units. Most of the cars were sold in Canada. Ford produced 73,716 passenger cars, though 40,043 were exported throughout the British Empire.

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Copyright James C. Mays 2003
 All rights reserved.

1917 McLaughlin

 McLaughlin advertising in 1917 depicted a happy family at the beach.
It would be impossible to guess from this scene that Canada was in the midst of a
global war.

Successful as a maker of carriages for 39 years, the McLaughlin firm of Oshawa, Ontario entered the automobile business in 1907. The company built 193 (some records indicate 198 and Heather Robertson in her book Driving Force says 154) of the new-fangled self-propelled vehicles that first year. Advertising was straightforward. “One grade and only the best.” The slogan rang true with buyers who were enamoured with the sturdy motorcar produced by the largest carriage  builder in the British Empire, powered by the imported valve-in-head Buick engine sourced from General Motors in the United States.

McLaughlin's fortune grew more healthy with each passing year. In 1909 the production total was 423; in 1910 a total of 847 were built; that total became 962 units in 1911; in 1912 a total of 967 were built; there was a downturn in 1913 with 881 units produced; 1914 was better with1,098 units leaving the line; 1915 was off ever so slightly with 1,012 units built but that more than doubled to 2,859 units in 1916.

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The Great War broke out in 1914 and Canada entered the fray as a colony of Britain. Archrival automaker Russell managed to snag many of the federal government contracts to supply the requirements of the Canadian and Empire armed forces. McLaughlin did build a few ambulances but for the most part the Oshawa firm was shut out of the war effort. McLaughlin continued to build automobiles for the public.

The McLaughlin Motor Car Company Limited did well enough that in 1915 it was able to expand by purchasing the rights to build the popular little Chevrolet in its Oshawa, Ontario factories. The low bucks car with the famous race driver’s name emblazoned on the rad joined the fancy McLaughlin for sale in showrooms across Canada and throughout the Empire. From a modest 347 units in 1915 to 7,796 units in 1916, Chevrolet and McLaughlin together were an unbeatable combination.

The 1917 McLaughlin Model D-Six-45 Special Touring Car sold for $1,550.
The fifth wheel (spare tire) was an extra cost item.

In 1917 McLaughlin was billed as “Canada’s Standard Car” and stood behind the product with the following pledge:  “A McLaughlin automobile must be built so well that it will always, under all circumstances, give the owner the uninterrupted use of his investment. Every McLaughlin owner will receive he prompt and efficient service to which he is entitled—the kind of service that will insure him the motoring pleasure he expects.”

“McLaughlin reputation, pre-eminently firm and fair, was not won by chance, but is due to the policy established and consistently adhered to for forty years in the manufacture of high grade vehicles. With the production of the first McLaughlin motor vehicle the same policy was conscientiously followed, that of giving the owner the maximum service for the minimum of cost.”

The 1917 McLaughlin lineup consisted up five- and seven-passenger touring cars, roadsters and an enclosed, all-weather sedan. Both four- and six-cylinder cars were offered as were, for the very last year, a handsome pair of four-cylinder McLaughlin trucks.

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The Model E line consisted of a single seven-passenger touring car. It had a 124-inch wheelbase and used a 60-horsepower six-cylinder engine. The seven-passenger vehicle distinguished from lesser kin with a double cowl. It was “entirely different from the other models: and was “especially designed and built for those desiring a McLaughlin with extra passenger carrying capacity.” It boasted a streamlined design with an English Burbank top. The Gipsy curtains extended “from the back around the side, keeping out dust and draft. Storm curtains are inside operating and abundantly furnished with light paned which, with the new design windshield, give exceptional range of vision in all directions.” 

Other features of the Model E included hand buffed French –plaited buffed leather of very high grade, a tonneau light, a 19-inch steering wheel with spark, throttle lever and horn button all located in the centre. A new type of speedometer, a keyless wind-and-set clock, gauges for oil feed and an ammeter. All starting and lighting switches were easily located on an instrument board. Mud scrapers were located on the running boards.

The least expensive McLaughlin in the 1917 lineup was Model D-Four-34. 

The two-passenger roadster listed for $895.

  

 Introduced last year was the 45-horsepower six-cylinder engine. The thoroughly up-to-date mill was seen in the 115-inch wheelbased Model D. That series included the Model D-Six-44, the Model D-44-Special, Model D-45, the Model D-45 Special and Model D-47.

The Model D-Six-47 was the only enclosed car offered by McLaughlin for 1917 and at $2,350 was the most expensive in the lineup.

As befitting the closed car, the Model D-47 was upholstered in light grey automobile cloth, glass windows were fitted with silk shades on rollers and a “charming colour scheme” carried throughout the cabin “even to the soft carpet on the floor.”  It was further noted, “There is a growing tendency to use this particular type of car the year round; its rigid permanent top eliminates the bother with the collapsible type and in warm weather it is quickly converted into an open car…It is the most versatile car of all, because it may be used for touring, for social purposes, or just for running around. It is perfectly proper car for any occasion.”

The D-Six 44 roadster and D-Six-45 five-passenger touring car were finished in a dark and sober McLaughlin Blue; the others in the D series could be ordered in a “combination of dark colours and striped.”

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Models Six-44 and Six-44 Special were two-passenger roadsters. They boasted exceptionally graceful and pleasing lines. Two passengers–three in a pinch--enjoyed real leather seats covering stuffed horsehair cushions. The D-44’s top cover was made of mohair and the D-44 Special’s top was made of English Burbank material stretched over natural wood bows and “when in place with its carefully fitted curtains attached, provides a storm-proof and cozy conveyance.”

The McLaughlin Model Light Six, the D-Six-62 and the D-Six-63 all made use of the 41-hoursepower McLaughlin-Northway engine sourced from GM’s Oakland Division in the United States. The Light Six was very popular with consumers.

The 1917 McLaughlin Roadster Model D-Six-62 sold for $1,185.

Rounding out the lineup was a pair of model Fours. The D-Four-34 and the D-Four-35 rode a 106-inch wheelbase and tooled about courtesy of the McLaughlin-Buick four-cylinder mill that generated 35 horsepower. Body finish was listed as “dark” with black wheels.

War disrupted civilian life. Despite boxcar shortages and a critical lack of coal and natural gas that forced factories to shut down; workers turned out 13,898 Chevrolets and production of McLaughlin shot up to 3,418 units. Things would be even more exciting for the Oshawa, Ontario automaker in 1918.

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Copyright James C. Mays 2006
All rights reserved.

1969 Buick

The least expensive tri-shield Canadians could buy in the
1969 Buick lineup was the Special Deluxe two-door coupe.
Base price was $3,000 f.o.b. Oshawa for the V-6.
An extra $93 would buy the V-8 version.

David Dunbar Buick was two years old when his parents immigrated to the United States of America from the United Kingdom in 1856. The Scottish family settled in burgeoning and prosperous Detroit. Young David showed a creative streak, inventing the lawn sprinkler and then patenting the process by which enamel adheres to cast iron. That latter discovery made the bathtub a “must have” household item and Buick was a rich man.

He dabbled in horseless carriages but his companies went bankrupt. Finally the backers—the wealthy Briscoe brothers--sold the faltering Buick concern to entrepreneurs in the city of Flint. The Buick automobile became a cornerstone of what would become the General Motors empire. Sadly, the marque's creator never shared in its success, working every day of his life until he died of colon cancer in 1929 at the age of 74.

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Meanwhile here in the Dominion, the McLaughlin family decided to add automobiles to their line of long-established carriages and highly esteemed buggies. From their factory in Oshawa, Ontario they supplied the rest of the nation as well as the British Empire with its superior products. In 1908, they inked a ten-year deal to use the Buick drivetrain in a vehicle of their own. The engines were sturdy and McLaughlin quickly rivaled Ford for reliability. 

General Motors purchased the McLaughlin concern in 1918 and created General Motors of Canada, Limited. Colonel Sam McLaughlin still headed the Oshawa, Ontario-based subsidiary and would continue to do so until he was 100 years old. The McLaughlin automobile became the McLaughlin-Buick until the first half of the hyphen disappeared at the end of the abbreviated 1942 selling season. The cars were well received and sought after by the affluent, including our Royal Family.

This 1936 McLaughlin-Buick was built for King Edward VIII.

During the war years. GM Canada's manufacturing might was focused on building weapons of war. When victory came in 1945 GM was first off the mark with production of civilian vehicles, but the Buick nameplate did not return to the corporate lineup right away. The reason for the long wait was to allow Ottawa time to balance the budget. A special ministerial permit was needed to import a Buick—and those were far and few between. 

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1951 Buick Custom Riviera, built in Oshawa, Ontario.
The same vehicle was built and sold in the US as the
Buick Custom.

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Finally, GM Canada's top brass was given the green light by Parliament to build Buicks again. The company geared up for Buick production in time for the 1951 season. Model year production reached 11,148 units that model year before settling back to a more comfortable 6,940 units produced in 1952. Production climbed to 9,303 units in 1953, rose to 13,846 units in 1954, followed by 23, 762 units built in 1955 then dropping 14,738 units in 1956. That figure rose to 15,884 units for the 1957 model year.

The bubble would burst. Small, thrifty imports lined up on our shores to challenge venerable Buick. Dollar conscious consumers turned to the pint-sized wheels in droves, prompting Buick production to nosedive down to 12,375 units in 1958. Production slid even further to 11,732 units for the 1959 model year. There was no relief in 1960 as Buick production skidded alarmingly to 9,279 units. 

Sales for Buicks continued to be dismal, slumping to a dismal 8,648 units produced during the 1962 model year. 


Buick was not alone in its sales woes. Mid-priced products from competitors shared the same problems as an industry-wide shakeout took place. The import challengers prompted Kaiser and Frazer to throw in the towel and move to Brazil. Nash and Hudson both disappeared from American Motors, replaced by the ritzy, downsized Rambler. Monarch and Edsel were deleted by Ford of Canada. DeSoto was replaced by the compact Valiant at Chrysler Canada.  Studebaker was about to breathe its last.


Help was at hand for the tri-shield with the introduction of the compact Buick Special. It garnered an extra 1,091 sales for Buick during calendar 1961. 

The full-sized Buick would stumble along with 10,000 to 13,000 domestic sales annually, with 1,000 to 5,000 additional sales for the smaller Special until 1965 when the big Buick suddenly bounced upwards to 11^th place.  The story was much the same in 1966. When all the Buick nameplates were added together they hit 21,000 units, fitting nicely between 8^th place Volkswagen and 9^th place Valiant. 

With the freshly signed Auto Pact firmly in place, product lines were rationalized with American factories for efficient continental delivery. Only Specials were built in Canada; the other Buick models were imported from our neighbours to the south.

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When Buick bowed for 1967 the lines were very much the same as previously seen. No Buicks were built in Canada during Centennial Year.  Sales alone told of consumers' romance with the Tri-Shield: 16,496 LeSabre and Wildcat models, 8,343 Specials and Skylarks, 1,467 Electras and 812 of the ultra-posh, front-wheel drive Rivieras rounded out the picture.

For 1968 Buick did well enough. Le Sabre and Wildcat sales put the combo in 11^th place with 18,175 units delivered. Special and Skylark sales were lumped together and equaled 12,862 units. This year the Electra was separated out from Riviera for statistical purposes. The former sold 1,946 units and the latter racked up 1,383 units delivered. Production of Specials resumed in Oshawa and 46,405 of the econo-Buicks were built.

Canada would have its first million-plus passenger car year in 1969—pushed along by the phenomenal success of the Ford Maverick. Ford’s new compact accounted for almost one out of every five cars built in the country that year.

Buick fielded the posh Electra 225, the Riviera, the LeSabre and the Skylark. LeSabre and Electra were all new. For the first time in the marque's domestic history, a heater was offered as standard equipment throughout the line.

Advertising asked, “Wouldn’t you really rather have a Buick?” 1,350 Canadians said, “Yes!” to the stylish Riviera, laying down $5,679 plus tax for the imported personal luxury car.

The Riviera was positioned far upstream from the rest of the Buick fleet. The flagship still used the same body as it had been born with in 1963 but the latest update gave it a graceful new grille. To gild the lily, an extra-cost Gran Sport package was listed as being available. 

Imposing and regal from the rear, the 1969 Buick Electra 225
 two-door hardtop listed for $5,412. The price was right for
2,701 sales Canadawide.

Electra held its 126-inch wheelbase and 224.8-inch overall length but designers made the envelope look dramatically longer and lower than ever before. Side vent windows were eliminated for a cleaner look but smokers did not appreciate the visual. Delivered as a four-door sedan,  a two-door or four-door hardtop, a Custom version carried even more refinements. A Custom Limited package added sugar rosettes on top of an already pure buttery frosting. 

Fast and furious, the fresh-faced
1969 Buick Wildcat two-door hardtop
carried a sticker price of $4,166. 

Wildcat was downsized, now sharing a 123-inch wheelbase and sheetmetal with the smaller LeSabre. It still had its own distinctive look and made use of the big 430-cubic inch Buick mill. The big engine made the relatively light car a very serious contender on the track and in traffic. 

 Slippery was the design for the 1969 Buick LeSabre
Hardtop Sedan. It listed for $3,919 in base form but
an extra $90 got one the Custom upgrade.

The LeSabre series was brand new, and the longer car measured a full 218 inches in length. The themes were heavily sculpted sides with kicked up accent lines over the front and rear wheel wells. A split grille was recessed into a wraparound front bumper. Massive taillights were integrated into the rear bumper. A Custom sub-series was even more posh. 

The Special Deluxe came as a two- or four-door sedan and a station wagon. They were available with Buick’s 6-cylinder mill or the V-8 engine. Standard engine in the Buick intermediates was the Fireball 250-1. The 155-horsepower six-banger promised to deliver “butter-smooth dependability.”  

Skylark was shorn to only two models—a two- and four-door sedan. The California GS, the GS 350 and the GS 400 were all upscale and fast sub-series sharing the intermediate body.  A ragtop was available in the GS 400 line.

At the end of the 1969 calendar year sales were 18,731 for the Buick LeSabre and Wildcat. Special and Skylark added 13,851 units more to the total. Electra moved up from last year, finishing with 2,701 units and Riviera was off ever so slightly with 1,350 sales. 

Visit my old car website at http://www.theoilspoteh.ca

 Copyright James C. Mays 2006

 All rights reserved.

1955 Chevrolet

This 1955 Chevrolet was utilitarian in look and purpose.

 Development for the 1955 Chevrolet began in 1952. This chrome-and-steel confection would be the third generation of post-war Chevs and it needed to be stunning if the GM division was to keep its lock on first place in the sales race.

Designers were handed a package of instructions that included creating a vehicle on a 2 191-millimetre (115-inch) wheelbase. Early designs called for a split windshield to minimize costs. Style reigned supreme during the era and the two-piece windshield was ultimately nixed in favour of a one-piece affair with graceful glass that wrapped around the sides to greet a nicely indented A pillar.

   A September 1953 drawing reveals an attractive automobile-based pickup truck was under consideration. Ultimately that model was nixed in the Canadian and American markets but did find a home in Australia.

The 1956 Holden FE Utility made good use of the 1955 North American Chevrolet passenger car body.

What developed in the studio was an astonishingly fresh and clean design with slab sides and a discrete sweetheart dip in the rear quarter panel. Like this year’s Nash, Chevrolet carried an inset grille; Chev’s version was a simple, yet elegant, egg crate motif. The car’s chrome trim was tasteful as were the two-tone colour combinations.

The new V-8 engine introduced by Chevrolet
boasted a 4.2-litre (265 cubic-inch) displacement and generated
162 horsepower.

The small-block V-8 mill was new, too. Available domestically only in the 4.2-litre (162-horsepower) form, the Chev clipped along at a goodly speed with help from the three-speed manual transmission or Powerglide. 


The faithful Stove Bolt Six was still an excellent alternative and line workers in Oshawa installed only the 136-horsepower version. The now dated torque-tube drive was dropped in favour of the more versatile Hotchkiss setup, which permitted bodies to be lowered by 63.5 millimetres (2.5 inches) on sedans and a full six inches on wagons. Chev got a leg up on much of the competition by switching to a hotter 12-volt electrical system.

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The instrument cluster was a large, chromed 1/3-pie slice featuring an easy-to-read speedometer, fuel and temperature gauges, oil and ammeter lights. 


The chrome pie-slice theme was repeated on the passenger side of the instrument panel where the optional electric clock fitted neatly into the base of the large “V”.

The 1955 Chevrolet models started rolling out the doors in Oshawa on September 8. Vehicles were now being built in the new South facility, comprised of an 11-hecatrare (27-acre) body assembly building, an eight-hectare (20-acre) chassis facility, a final assembly plant and a four-hectare (12-acre0 parts warehouse. Of the 28 models offered to the public, only six of the bowties were imported. On October 1st, some Chev and Pontiac wagon models were returned to domestic assembly lines after a 15-year absence. 

Like geese headed south for the winter, folks from St. John's to Victoria flocked to car dealers’ showrooms every fall to see the new cars. For the 1955 selling season the ritual continued unabashed as Canadians headed off to ogle the newest crop of automobiles. Studebaker claimed the honours of being first to step up to the plate this year when its redesigned automotive lineup was unveiled to the public on October 6. 

Chevrolet’s egg crate grille was controversial when introduced on the 1955 models.
The Bel Air two-door sedan carried a price tag of $2,021 and tipped the scales at 1 413 kilos (3,115 pounds).

Next up to bat was Chevrolet. From coast-to-coast, a hungry, curious public made a date on October 28 to see the new V-8 Chevs and the posh, new four-door Bel Air Station Wagon. The new Chevrolets were simply sensational. There had never been bowties like these long, low and lovely cars with their wrap-around windshields. 

While everyone admired the new Turbo-Fire V-8, opinion at the time was that the inset grille looked far too European. That style marker immediately became a point of controversy among purists. Regardless of where one stood in the grille debate, there were crowds a plenty on the showroom floors to kick the tires and slam the doors; Chevrolet had been Canadians’ favourite automobile for more than two decades.

1955 Ford.

Dealers with Ford-Monarch or Mercury-Lincoln-Meteor franchises were green with envy. They had beautiful cars too, but had little to show at introduction time because employees in Oakville were in the midst of a very long, bitter strike against the manufacturer. Only a handful of models, imported from the US and the UK were on display. That work stoppage at Ford didn’t hurt Chev-Olds dealers one little bit. 

1955 Chevrolet 150 Four-door Sedan.

Chevrolet fielded four models in the Spartan 150 Six series. The least expensive Chev on the market was the three-passenger business coupe with its $1,711 price tag. The two-door sedan carried a list price of $1,804; the four-door sedan cost $1,853 and the sober two-door station wagon sold for $2,185. Popping a V-8 mill under the hood hiked the final bill by a C-note. Interiors of the modest Canadian-built 150 series borrowed its dressier steering wheel from the American 210 models. Upholstery was cloth and vinyl and basic black rubber matting covered the floors. 

The 1955 Chevrolet 210 Townsman station wagon was 197 inches in length, weighed in at  1 528 kilos (3,370 pounds) and cost $2,614 f.o.b. Oshawa. Taxes were extra.

Further up the scale was the 210 Six series with a trio of entries. The two-door sedan was priced at $1,898; the four-door sedan cost $1,947 and the two-door wagon sold for $2,437. Adding $100 to the price tag got one the new V-8 instead of the six. The four-door V-8 wagon carried a sticker of $2,614.

If one desired a new Chevrolet Bel Air convertible in 1955, one reached into one’s bank account for 

$2,382 and took out a few extra bucks for taxes.

Then there was the ritzy Bel Air clan, made up of a two-door sedan at $$2,021; $2,070 for the four-door sedan; a hardtop coupe that retailed for $2,211 and a sweet ragtop selling for $2,382. 

1955 Chevrolet Nomad featured a racy tail combined with hardtop styling.

When it made its mid-season debut, the imported Nomad two-door wagon would sport a price tag of $2,654 Once again, a crisp $100 bill gave one that Turbo-Fire V-8 upgrade. Bel Airs were graced with interiors that were colour-keyed to the exterior of the car and given luxurious carpeting as well. 

Popular options included power steering, power brakes, power windows, the Signal Seeking radio, white sidewall tires, full wheel covers, windshield and side window visors, an electric razor and a Continental spare kit. Wise folks ordered the extra-cost heater and defroster as well as the engine block heater. 

The Chevrolet Corvette received numerous upgrades in 1955.

Finally, one could escape far from the madding crowd in a snappy two-seater Chevrolet Corvette. The fast fibreglass coupe and convertible received a raft of sorely needed changes to make it more competitive with Ford's sassy Thunderbird. The sportiest bowtie in the Chevrolet family now started out at a cost of $2,774. 

Some unusual Chevs were built that year. A 210 Townsman Station Wagon was delivered to the Duke and Duchess of Windsor. The royal ride had special bars installed in the windows of the cargo bay to protect the glass from any shifts in luggage or cargo. It featured other custom appointments including unique, full-width rear door pockets.

Chevrolet was chosen to be the pace car at a the Indianapolis 500 in 1955.

Another Chev was chosen to pace the Indianapolis 500 that year and worldwide, GM turned out its 5-millionth passenger car on November 23, 1954—the honour falling to a ’55 Chev Bel Air Sports Coupe that rolled out the doors of the Flint, Michigan factory. The car’s usual chrome parts were gold plated to mark the occasion.

Workers in Oshawa built 79,308 Chevs during the 1955 model year, making it the marque’s third best year in the Dominion and keeping the bowtie brand Number One in the hearts and garages of the nation.

Visit my old car website at http://www.theoilspoteh.ca 

 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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