(first posted 1/29/2013) In their respective heydays, Chevrolet and California were made for each other. California was the land of milk and honey, with a fabulous climate, gorgeous coastal areas, and was the place where the beautiful people went to live and play. Chevrolet was unique among lower-priced cars in that it was almost invariably the most beautiful girl at the party. The folks at Chevy could certainly cut corners to keep prices down, but these cuts never came at the expense of styling or trim. Pretty much from the end of the Second World War on up into the 1970s, Chevrolet seemed to be the gateway to the Good Life.
Chevrolet’s California connection even showed up in the cars themselves, beginning with their first hardtop coupe in 1950, which Chevrolet chose to name for one of the premier residential addresses of the era, one that suggested to all of America that the car was somehow special: Bel-Air. As the 1960s got underway, Chevy was right there again, pitching youth and sun and surf with the Malibu, named after a Pacific Ocean beach known to youth all over America.
The 1970s brought a new era: that of the Brougham. As the ’70s got underway, luxury and elegance were the traits of the hottest selling cars, and the sporty motif that had topped so many model lines during the 1960s was foundering. This transition caused some trouble at more than one automaker, as some had a bit of trouble with the transition; the Plymouth Satellite comes to mind.
The Chevrolet of the early ’70s was still the king of the hill, with an advantage available to few others. After the smashing success of the Monte Carlo, Chevrolet was able to chase both the luxury/brougham buyer and the sports coupe buyer with two similar yet very different cars. Through 1972, Chevy chased the performance buyer with the tried and true Chevelle SS. Being an American car company of that era, however, they decided it was time for a new name. Just as the Impala and Caprice had piled on and pushed the old Bel-Air downmarket, 1973 brought us a new car and a new name: the Laguna.
Named for another famous Southern California beach, the Laguna was a marriage of sport and luxury reminiscent of the Ford XLs and Chrysler 300s of the mid- to late-1960s. The Laguna topped the new line of mid-size Colonnade coupes, sedans and wagons, but somehow, something went wrong. While the Laguna Coupe did modestly well, with nearly 43,000 units produced, the other body styles tallied up production figures more Studebaker than Chevrolet–and mind you, this was in a year of record automotive sales in the U.S. Somehow the Laguna did not strike the same chord with buyers as the Malibu had done (and continued to do). For 1974, the Laguna was sacked as Chevy’s A-body flagship and replaced by the Malibu Classic. That turned out to be the right decision, as the Malibu Classic was good for nearly 234,000 total sales (up from the ’73 Laguna’s 70,000-unit total), even in a year, socked by recession and high gas prices, which saw an overall drop in Chevy’s A body sales.
The Laguna name, however, continued to live on in the only model where it had shown any life–the sporty coupe. The Laguna’s sole model in the 1974 Chevelle lineup was the S-3. Could this have been a bone thrown to the dwindling number of Chevy A-body performance buyers who no longer had a Malibu SS? Perhaps. Although the newer car lacked the all-out performance of the departed Malibu SS, it would still get up and move with an optional 454 V8 and several other performance goodies. By the end of the year, however, Chevrolet had proof that the performance market was melting like an ice cube in a cup of hot coffee: Fewer than 22,000 Laguna S-3s found buyers in 1974.
The car was given another opportunity in 1975, largely due to Chevrolet’s need to supply NASCAR drivers with a winning Chevy. The S-3, now with a new and more aerodynamic front fascia, would serve as the Chevy of choice on the stock car circuit. Introduced in January 1975–well into the 1975 model year–the S-3 was hardly a retail success: even considering its short 1975 run, 7,788 sales of a sporting Chevrolet A-body was dismal. The car did little better in 1976, selling 9,100 examples for the year. The final year of the Colonnade A-body would not have a Laguna S-3 in the lineup. These low sales figures were not overlooked at NASCAR which, after the 1977 racing season, disqualified the S-3 as a limited-edition model. Certainly the car was not intended to be a limited edition model, but the car-buying public made it one.
I saw this bright green Laguna S-3 in the summer of 2011. When I saw it, I realized that I had forgotten all about the Chevy Laguna. I passed it on the street late on a sunny July afternoon and turned around to look for it. I succeeded, finding it in a supermarket parking lot. Now, before any comments on the pictures, I know that my CC posts are not being picked up by any photography blogs. We all have our own gifts, and I freely admit that photography is not one of mine. But these bright sunny conditions gave the old JPC BlackberryCam all it could handle and then some. I was not too happy with the pictures I got, but I held out hope of seeing this car again. Well, not only have I never seen this one again, but I have never seen another–nor has any other CC contributor done a piece on one of these cars. So, sorry– bad pictures or not, I could not sit on this one any longer.
When this car was new, I was anything but a Chevy fan, and thus paid virtually no attention to these. All these years later, I find in this car an undeniable appeal. Although I like big V8 sleds, I have always preferred sporty to broughamy. By the time this car was built, in 1975-76, there was really nothing else like it on the American market. Sure, Plymouth was still offering a Road Runner package, but on the new “Small Fury” body it came off like a 50-year-old accountant wearing a Speedo. This particular S-3 clearly bears the scars of a long-time Midwestern daily driver. But even after its hard life, this S-3 still has enough swagger to make it my new favorite Chevrolet Colonnade.
The Laguna was one of the rare flops that came from Chevrolet in that era. It didn’t work as a luxury/sports coupe, nor as a sporty, performance-oriented coupe. I guess this is why John DeLorean is known as the Father of the GTO, and not as the Father of the Laguna–which he very much was, as the head of the Chevrolet Division during its gestation and introduction. It was the car that proved that the performance era was over, and that the Brougham era was not to be stopped. It also proved that although one California beach can be a very popular place in a new car showroom, another may not be able to draw a crowd. As they say in real estate, location, location, location.
Great story! I wasn’t really aware of the slanted Laguna front. I finally know what was Matchbox doing with their “Chevy Pro Stocker”
Really interesting cars- I just bought a 1975 Laguna Type S-3, my 4th and my best one. This car has the “Top Engine Choice” 400 small block, though the 454 was available for the first part of the production year, and the New Laguna was introduced in January of 1975, and not available in the fall of ’74 as the other Chevrolet offerings. My New one has every option except for the “Sky Roof” Option CA1 and was 325.00 in 1973. In 1973 Laguna was the top of the line, then Malibu then Deluxe. Only 3 complete series. The SS Option (RPO Z15) was offered only on the Malibu and for the first and only time the Malibu Station Wagon. There was NEVER a Laguna SS. In1974, The Malibu Classic became the Top-of-the-line, then Malibu replaced the Deluxe as the entry level-just the name game. The previous Laguna now called the “Laguna Type S-3” took the place of the Malibu SS option. I always thought the 73 Laguna should have been the Chevelle SS anyway. Here is my thought on the S-3 Designation…We all know the Malibu car was named after the famous beach in California, and the new for ’73 Laguna was named after another famous beach in California plus the Laguna Seca raceway. Here is only my guess on the “S-3” name- It could have been the “S” for Sport Chevelle and the “3” for the third generation Chevelle. or it could have stood for the “Super Sport Successor” which gives you the 3 S’s or “Successor to the Super Sport -anyway it makes for good conversations at cruise-ins. I am fortunate to own also the final produced 1973 Chevelle SS built at the Kansas City Plant-a 454/4 speed car, built so late that GM put a ’74 block in my car. it was a COPO car on the build sheet. I also have a ’73 Chevelle SS Station Wagon matching numbers car 454/400 turbo. You could get a 4 speed in these cars but bench seat only. I also have the 73 El Camino SS with 454 /400 turbo-swivel seats as my coupe-it has 48,000 actual miles and my coupe has 68,000. These cars -the 73 Chevelle SS, the 74, 75.76 Laguna S-3 cars are great cars and what was left of the Muscle Car market.-Guys, enjoy your cars…God owns it all…we are just using them while we are are here-we are just stewards and care takers, it says in His Word-He gives us all things richly to enjoy!…So, go ENJOY!-blessings on this day- Mitch…PS..did you know that the “oval” in wood grain on the ’75 Laguna S-3’s were for the Nascar Oval speedways? Nice touch and on the 75 cars only. In ’76 the door panels button design was shared with the Malibu classic cars.
I can’t believe I’m saying this, but if I had been in the market for a mid-sized “sporty” coupe from one of the big three in the mid 70s, it would have been a Buick Century/Regal. The 73 Malibu and Laguna were attractive to me, but on a scale of 1 to 10 the Buick scored a 7 or 8 while the Chevy scored maybe a 5.
But back to the Laguna…for some reason I never associated that name with sporty, but instead saw it as a more….luxury(?) leaning car. I mean, traditionally, a new model/nameplate at any car manufacturer starts at the top…the de-facto luxury position.
Another killer, for me anyway, was the garish-looking colors many of the Lagunas were painted, particularly the 74 on models. The name said luxury while the color choices said Vega…but a lot bigger.
BTW, while it was the best selling model, the 4 door sedan seems to be the model you rarely see. I have seen at least 2 or 3 73 Laguna wagons over the years, and nearly half a dozen 2 doors, but 4 door sedans(?). Maybe 1 or 2.
Regarding the begining of the article, its too bad Californians and Americans to a lesser degeree think that buying a toyota is as patriotic as Baseball, hotdogs and well You know..PS. GM’ s Australian arm Holden had an an advertisement with a similar theme, check it out on You tube.Too bad Holden and all other cars will no longer be made down under. They had some neat V8 cars.
I agree, Even though I’m an American, The loss of Holden (and Australian cars in general.) just makes the industry that much less interesting. ?
In the opening photo the 1975-6 Laguna shovelnose looks like that of a mildly revised 1974 Vega.
Not attractive at all front end.
I felt like the S3 was one of the very few bright points of the Colonnade era, which I totally didn’t get at all. I kind of felt like they were going down the same road Ford had already done. GM’s styling disaster only lasted like 4 years, Ford’s continued until the 90’s, they seemed to make ugly car after ugly car. Now, I don’t get thrilled over Ford’s styling, but it doesn’t totally repulse me as it had for about 30 years.
Speaking of Ford, I’d seen the shovel nose front end of the ’75-’76 S3 somewhere else and it finally dawned on me where: first generation Ford EXP which debuted in 1983. It might have taken Jack Telnack seven years, but he finally got around to copying it.
Laguna shoulda name it La-gooney
The yellow and black Chevy HT seen above is a 1951 Bel- Air
I owned one in Green an Cream back in the 80s…235cu power glide
I’d like to note how that 51 Bel-Air is a perfect precursor to the 70 Monte Carlo! Both are “luxo-sporty” cars based on the “A” body with just enough exclusivity to place it above their “lesser” brethren, even the ads shown are similar in spirit!?
The analogy of the 1973-77 Chevelle Malibu and 1975-79 Nova would be likened very much to the Toyota Camry vs. the Toyota Corolla.
I had a 76 Laguna S-3 as a teenager. I rebuilt the 350 with a hotter cam, 4-bbl, headers, etc. I managed to get it to do 15.7 E.T.s in the 1/4 mile. I think I was handicapped by the 2.73 gears and my lack of tuning ability. I spent many hours working under the hood, and every one of them was made more difficult by that Laguna bumper sticking further out than a regular Chevelle’s would. I still miss that car.
I was just finishing high school when the Colonnades came out, and though I was mostly an “import” (European + Datsun) buff, I loved the new GM intermediates, just as I had the previous generation 5 years earlier. As common as they were on the roads, the styling of both generations was really distinctive, and I like them to this day. Road and Track featured the GrandAm and Cutlass Salon, but to this day I remember being confused by the Laguna name: the Salon was a still a Cutlass, and the GrandAm name at least tied in to TransAm and Grand Prix, but why rebrand a classic name like Chevelle or Malibu? In hindsight I realize that was when the Buick intermediate became the Regal, but Buicks were NOT on my radar in those teen years. So, 3 years late, thanks for the article and especially all the comments. And, minus battering ram bumpers, almost any Colonnade still looks good to me!
“why rebrand a classic name like Chevelle or Malibu?”
Well, the ’73 Laguna was the top trim line of Chevelle line. It didn’t “replace” anything, it was an addition.
But, Malibu is so ingrained and used interchangeably by Chevy fans with Chevelle since ’64. So much so that Chevelle name was dropped for ’78, and Malibu is still used today.
Laguna just didn’t catch on and was unknown outside CA. The rubber Pontiac-ish bumper was new to Chevy, so they were trying a new trim name. But mid size buyers wanted chrome bumpers in the 70’s.
“Echoing what geeber said above, I’ve never quite understood what purpose the Laguna and Grand Am were supposed to serve…”
According to Collectible Automobile and old Motor Trends, the original intent of the plastic front ends was for sporty trimmed Chevelle/LeMans. Penned during the height of Muscle Car era, but delayed a year to ’73 MY, so missed the market. Grand Am nose was meant to be the “Endura” front end for cancelled 1972 ‘colonnade’ GTO.
So, re-imagined as “European Inspired” luxury trims Laguna/Grand Am. But, middle America wanted Cutlass Supremes with velour seats, opera windows and vinyl tops. So, ’74 Malibu Classic with all the plush trimmings came about just in time for big car trade ins. Luxury LeMans was already around, but GP’s sold like hotcakes.
the shovel nose Laguna pre-dated the 83-88 Monte Carlo SS – some lamented that the colonnade A-bodies do not earn the respect like their older counterparts (same with the 75-79 Nova or other malaise era product from Detroit); an S-3 was featured in PHR Magazine prior 2 its demise along with the EcoNova (which was a 76 Nova fitted with a crate LS3); at the time of publiciation TEN Network phased out PHR but kept the Engine Masters SE edition which was absorbed by the Hot Rod Magazine division (as of 2017 CHP and Super Chevy r now TEN assets); once malaise era automobiles enter a mainstream publication esp if its a faded era that no one discusses its reader base goes down
Can anyone tell me if the Laguna S-3 from 1976 came with Posi-trac rear ends?
I just picked up one to build as a ‘throw back’ replica of the #30 that was Dale Earnhardt’s second NASCAR entry at the 1976 World 600 in Charlotte.
I have a 1975.5 with a positrac rear end
Still cool 76 chevelle laguna S-3
You know it was no accident that the S3 logo looked a lot like the old SS logo at first glance.
Here’s an article about Dale Earnhardt Jr’s 1975 Laguna S-3:
https://team.valvoline.com/culture/whips-rides-rods/cars-76-1976-chevelle-laguna-s-3
My Uncle has a green one in the UK it’s in lovely condition.