During 1970, Chevrolet dealerships introduced a newly designed Camaro to the buying public. The new model incorporated an expensive looking body which included an elongated hood, flatter windshield slope and swept back roof line. It also included a highly new improved handling ride with sound isolation, smooth international flavor, and a Corvette rear type with twin taillights. The new Chevrolet Camaro design was so equipped that it soon became the leader in sales among all small sports cars.
1970 Camaro
During 1970, Chevrolet also introduced the Monte Carlo to the buying public. The Chevrolet model was yet another great sale leader for its styling was distinctly different than other Chevrolet models.
1970 Monte Carlo
In 1971, Chevrolet introduced the Vega model available in a variety of ten colors and included a 196.7 inch body, bucket seats, and front disc brakes. Chevrolet introduced the Verta-Pac method which was a practical way to ship and handle Vega models. Each model was drove onto 3-skids of a specially designed railway cars and then locked down on a special mechanism that would raise the skids into a vertical position, having the bottom skids to form outer walls of railroad cars.
1971 Chevrolet Vega
In October 1973, the Arab oil embargo changed the United States automobile climate by triggering gas shortages resulting in price hikes for the buying public. During 1975, Chevrolet ended its production on its full size Chevrolet Caprice convertible for most Americans were beginning to demand for more fuel efficient and smaller vehicle designs.
On September 16, 1975, Chevrolet announced the all new Chevrolet Chevette model The Chevette model was the first European design concept built completely in the United States. It was also the lightest built metric car that could travel up to 30 miles per gallon on the EPA city schedule driving. Chevrolet promoted the car through a strong network of Chevrolet's 6300 dealers across the nation using advertisements from their advertising agency, Campbell-Ewald Company. Robert D. Lund, General Manager of Chevrolet and Vice President of General Motors, called the Chevette the, “first domestic car designed with major emphasis on efficiency both in the use of materials and in fuel consumption.”
In 1977, the Chevrolet Impala and Caprice captured number one in sales and had accumulated 25% of the United States market. In 1979, Chevrolet introduced their first front wheel drive car called the Chevy Citation. Within the first thirty days, the Chevrolet Citation set an all time industry mark of sales with 37,870 units. By its first birthday, the Chevrolet Citation sold nearly 385,000 units making it become the best 12 month new card model record in General Motors history.
1980 Citation
During 1981, Chevrolet introduced its second front wheel drive car called the Cavalier.
It was available in four different models, a coupe, a four-door sedan, a station wagon and a sporty two-door hatchback. In 1982, the Chevrolet S-10 pickup truck replaced the Luv series and the Chevrolet Camaro Z28 became the pace car for the Indy 500 race. By 1986, the first IROC-Z Camaro was built at Van Nuys, California. For an additional $659, a packaged named the International Race of Champions was offered with 5.7 liter engine.
In 1987, Chevrolet’s “Heartbeat of America" campaign delivered commercials that became the best campaign ads delivered from Chevrolet. One of the most popular commercials was the Chevrolet “Like a Rock” truck promotion. Each commercial delivered an effective and positive advertising method.
In 1990, Corvette broke three world records for speed and endurance. It was during a “record run” that a ZR-1 Corvette broke three world land speed records, including the 24-Hour mark which stood at 160 mph for nearly fifty years. During this year, the Chevrolet introduced the Lumina minivan which was similar to the Pontiac Transport and Oldsmobile Silhouette designs. By 1996, the Chevrolet Lumina production came to an end and Chevrolet's Tarrytown plant, which had produced many Chevrolet products since its operation in 1900, was scheduled for demolition.
In 1993, Corvette models were offered as anniversary models along with a ZR-1 package that consumers really enjoyed. In September 1994 the National Corvette Museum in Bowling Green, Kentucky had opened its doors for the world to see the famous collection of Corvette history assembled in the world.
In 1997, the Chevrolet Malibu replaced the Corsica models that offered front wheel drive and a 3.1 liter V6 engine. Motor Trend named the Chevrolet Malibu as its 1997 Car of the year.
During 2000, the famous Chevrolet Impala name returned to General Motors model lineup. The new Chevrolet Impala was not only a great looking car but offered additional comfort, safety, and performance. Chevrolet also redesigned the Chevrolet Monte Carlo on a new front wheel drive platform that was shared with Impala models. The new models were fast and exciting not only for consumers but also for NASCAR drivers such as Dale Earnhardt and his #3 GM Goodwrench Chevrolet Monte Carlo.
During 2006 at the North American International Auto Show in Detroit, Michigan the new and exciting news for Chevrolet was the new Camaro design concept.General Motors invited the media, 250 enthusiasts from various Camero clubs, and websites across the country to take part in the unveiling of the new concept design which was a great success.
In 2009, China became Chevrolet's third largest market with the introduction of more fuel efficient cars and trucks. In 2010, General Motors replaced their advertising agency, Campbell-Edwald whom served Chevrolet for 91 years, to Goodby, Silverstein and Partners.
The newest buzz generated for Chevrolet was the release of their Chevy Volt. The vehicle could run on battery power for 25 to 50 miles or 379 miles on a full tank of gas. The recent increase in oil prices definitely helped boost sales for Chevrolet Volt models. The quiet smoothness and instant power and acceleration are designed for the consumers in mind. Since most of the Chevy Volts built thus far were ordered by customers, there is waiting list to obtain one.
A special thanks to Robert Tate, Automotive Historian and Researcher, for donating the story to the MotorCities Story of the Week program. Photographs courtesy of National Automotive History Collection and some features of Bob Tate’s personal collection. Please do not use any photographs without the permission of MotorCities. For further information contact Robert Tate at btate@motorcities.org
If you have a story that you would like to donate to be featured as a MotorCities Story of the Week, email Lisa Ambriez at: lambriez@motorcities.org
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