(Found In) Santa Fe (Oakland, California): 1968 Chevrolet Caprice Custom Coupe

24154492823_93527b6c57_k 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.
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