The increased emphasis of accessible luxury made the Caprice the new King of the Chevrolet castle in a short number of buyer seasons. Although the Impala still held the sway over many new car buyers as the default choice for motoring finery, more and more people elevated their purchases to the most princely of Chevies as the 1960’s wound down.
American audiences love a little snob appeal. The American-as-Apple-Pie and Baseball Impala seemed too optimistic a choice, too unaware to cynical self preservation and exclusivity. Hoping to catch buyers before they elevated themselves further up the Sloan ladder, or into different products within Chevrolet’s showroom, the Caprice vowed to be the luxury car for the every-person.
Continue reading “(Found In) Santa Fe (Oakland, California): 1968 Chevrolet Caprice Custom Coupe”
The epitome of leviathan bulk during the excessive “Me” decade of the 1970’s can be exemplified by the bulk of full-sized offerings from all Detroit Brands. You can’t point a finger at any American Manufacturer without blaming the other for producing some of the most blatantly wasteful automobiles of all time, decidedly at the wrong time when it comes to market conditions.
The Mercury Meteor didn’t have to be a quick flash in the sky that fell to the earth without much success as it did between 1962 and 1963. In a market newly hungry for downsized premium and luxury items, it seems Mercury, the middle movers of Dearborn Dreams, would be perfectly poised to seize upon upwardly mobile Mid-Sized opportunities in the early 1960’s.
Dynamic Drive 