As CC readers may recall, Road Test magazine, published from 1964 to 1981, positioned itself as a more objective alternative to advertising-supported enthusiast magazines like Motor Trend or Car and Driver. With no advertisers to appease, the magazine’s editors boasted that they could review cars and accessories “without fear or favor.” In July 1967, Road Test turned their attention to the popular Chevrolet Caprice, asking, “What does it have to offer for the extra dollars? Should the Chevrolet buyer consider it?” Here’s what they found.
Unlike most vintage road tests, you’ll quickly note that the 1966 Road Test review of the Chevrolet Caprice takes surprisingly little interest in timed performance figures or even driving impressions. This was in part because four months earlier, the magazine had presented a lengthy owner’s report by Art Evans on the Chevrolet Impala Super Sport, which was mechanically identical, with the same strengths and weaknesses.
In reviewing the Caprice, the editors’ principal object was to cut through the marketing hype, explain what the Caprice was, and assess whether it represented a good value.
They begin:
Chevrolet, apparently stung by Ford’s invasion of the lower part of the “medium price” field with its fancy LTD, responded last fall with the Caprice, a higher-level trim version than the Impala wagons and 4-door sedan, plus a Custom Coupe with a unique roofline. This model sells for $200 more than an Impala with identical equipment. The advertising blurbs claim, it is the “most luxurious Chevrolet yet built . . .”. Most buyers are also under the impression that it is a “different” car in significant ways from the ordinary, run-of-the mill Chevy.
Is it, really? What does it have to offer for the extra dollars? Should the Chevrolet buyer consider it? Is it a good deal for the medium-price car prospect?
They proceed to spend most of the first page and a half explaining the scant mechanical differences between the more expensive full-size Chevrolet model and the basic price-leader Biscayne six, pausing to note:
(If all this sounds elemental to you, remember that less than 10 percent of the car owners in this country ever see, hear or read anything about automobiles except advertising, and millions of those who do buy car magazines and so on do get some pretty mangled information.)
While this was true, one of the great failings of Road Test was that it was often quite sloppy about details like mechanical specifications, prices, and other factual points, so their tests also sometimes contain “some pretty mangled information.”
The errors were not necessarily large, but taken together, they tended to erode the magazine’s editorial credibility. For instance:
Theoretically, you can get the six-cylinder, 250-cubic-inch, 155-horsepower engine and three-speed manual transmission in anything, including the Caprice.
The Caprice did come standard with a three-speed manual transmission at this time, but it was not available with a six-cylinder engine in 1966. The base engine for 1966 was the two-barrel Turbo-Fire 283 cu. in. (4,638 cc) V-8, with 195 gross horsepower (150 hp net). Similarly, the Ford LTD at which the Caprice was very obviously aimed also came with the base V-8, the Ford two-barrel 289 cu. in. (4,728 cc) engine, although the price of an LTD included automatic transmission, which the Caprice did not. (While we’re chalking up the incidental errors, the contention that the Caprice was introduced “last fall” was also incorrect; the Caprice was a mid-year introduction in 1965.)
In the years since I first read this review, I’ve also come increasingly to question its basic thesis, which the Road Test editors state like this:
As long as the living can remember, Chevies have been a low-price car. … This image has blurred because of Compacts and Intermediates, but the old economy burr is still under the saddle blanket at the factory and nothing that will up its price goes into a Chevy if it doesn’t contribute directly to proven sales appeal. For this reason, the chassis of every Chevrolet is nearly identical, no matter whether you buy the 155 horsepower, 2-door Biscayne (without cigarette lighter) which weighs 3460 pounds or a loaded, 427 cubic inch, 425 horsepower, air-conditioned, full-house Caprice weighing 4200 pounds or more.
By 1966, the days when even a stripped full-size domestic sedan could be considered a “low-price car” were fading into memory, which was undoubtedly a factor in the already-declining market share of full-size domestic cars. The cheapest two-door, six-cylinder Biscayne you could buy in 1966 listed for $2,379, $353 more than the cheapest four-cylinder Chevy II and $214 more than a basic Chevelle 300, and the most common configuration — an Impala with one of the cheaper V-8s, automatic, power steering and brakes, and a radio — listed for over $3,000. This was not a huge amount of money for a new car in 1966, but I don’t think most Americans at the time would have regarded it as an economy car price tag.
Moreover, by 1965–1966, the “standard” full-size Chevrolet in terms of sales was the Impala, not the cheap-o Biscayne, which the Impala outsold by an overwhelming margin (about 5 to 1!). From a production standpoint, an Impala was not so much a dressed-up Biscayne as the Biscayne was an Impala stripped of every nonessential to satisfy fleet buyers and a shrinking minority of dedicated cheapskates who wanted the biggest possible car at the lowest possible price.
Road Test‘s implication that the commonality with the price leader Biscayne was responsible for the various deficiencies of the pricier models also doesn’t really hold water: It was true that there wasn’t much mechanical difference between a six-cylinder Biscayne and a loaded big-block Caprice, but there also wasn’t much mechanical difference between a big Chevrolet and any other full-size American sedan of this time, many of which had similar shortcomings (mediocre brakes, under-specified tires, an an “Eh, good enough” standard of engineering and assembly quality). The urge to pinch pennies was by no means limited to the “old economy burr” of the low-price three, and things would get a lot worse before they got better.
Road Test goes on to explain:
A Caprice is distinguished by “dual color-keyed body striping, deluxe wheel covers, wide body sill mouldings, and ornamentation,” says the brochure. It is also distinguished by interior appointments, such as wood-grain applique, and its own seat styling and upholstery. You can buy a Custom Coupe, 4-door sedan or either of two wagons (2 seat and 3 seat) in Caprice trim, but no convertible. The Custom Coupe is the different-roofline hardtop. The wagons have “walnut-look” exterior trim.
Now, here’s where the machinery starts clicking: The extra cost options available only for the Caprice are what makes it a “little Cadillac” as one owner put it. And, these luscious adjuncts to good living in a car are programmed into each Caprice. So, at the dealers you have your choice of a loaded Caprice or one which is slightly more so.
From the base of $3,000 it is possible to up a Caprice to $5,300 and still not have everything that somebody might want. This really makes it a Cadillac as far as price goes inasmuch as you can get a fairly decent Calais for that price. So, somewhere in-between will be the average Caprice. From ROAD TEST’s investigations it appears to center around a window-sticker figure of $4,300, approximately $200 more than the average Impala.
When the Caprice was first introduced early in the 1965 calendar year, the official specifications claimed that it had a reinforced body (principally in the rocker panels and the body crossbar to which the front seat mounts attached), a stiffer frame, and additional sound insulation. While the 1966 brochure claimed the Caprice had “extra soundproofing, sturdy frames, strong bodies, and soft suspension,” there’s nothing in the 1966 AMA specifications to suggest that either the body or frame of the Caprice was stiffer than in a comparable 1966 Impala, and since the difference in the base curb weights of the Impala and Caprice was only 5 lb, if the Caprice had additional sound insulation, it wasn’t very much.
As for prices, the Chevrolet dealer price list for March 16, 1966, gives the suggested list price of a two-door Caprice Custom Coupe as an even $3,000, $211 more than a V-8 Impala Sport Coupe. (The sale listing for the white Caprice pictured above includes the original window sticker, which lists its base price as $2,979, and cites slightly lower prices for the various options, but I’ll stick with the March price list for the sake of consistency.) Despite what the Road Test editors implied, there were very few Caprice options you couldn’t also order on an Impala, usually for the same price.
You can tell from the tone of the Road Test text that they were dismissive of the Caprice’s de-luxe-y interior treatment. While the desirability of interior trim is a matter of taste — and is the easiest thing for prospective buyers to judge for themselves in the showroom — ignoring that was missing the whole point of buying a car like a Caprice or LTD: They were significantly plusher than a regular Impala or Galaxie 500, as the interior photos reveal.
The Lemonwood Yellow Caprice pictured above had a black cloth interior that looked a bit murky in photos, so I found a different ’66 Caprice Custom Coupe with a blue interior whose details were easier to see. (You couldn’t combine Lemonwood Yellow with a blue interior in 1966, BTW.) The black vinyl interior is of the Ermine White Caprice pictured above, which has the optional Strato-Bucket seats and center console with gauge cluster, a $200.15 option. (If you really wanted buckets on a full-size Chevrolet in 1966, they were standard on the cheaper Impala Super Sport, although for some reason, Impala Super Sport buyers had to order the special instrumentation package separately for $42.15.)
Road Test remarks:
There is a push to more or less make the 396 cubic inch 325 “stock,” but the 275 h.p. 327 is still the big choice of buyers. Although a number of 427s are being sold in various cars, dealers tell us that they are not a factor in Caprice sales.
Road Test continues:
So, it reverts to an appearance situation and, at this writing, the Caprice sex-appeal is apparently shooting down the Impala. Dealers, of course, love it because there is a better pack in the Caprice. The big-displacement engine, loaded units with Strato-bench seats, or Strato-buckets and instrumented console also stack up quite well with the Buick Wildcat, Olds Delta and Pontiac Bonneville . . . cars with which the Caprice is not supposed to compete directly, but which it can on the basis of lower price. It is fully competitive with the lower lines of the GM medium price group and, of course the Ford LTD, Dodge Monaco, Mercury Montclair and Plymouth V.I.P. at which it is aimed.
I’m pretty sure Chevrolet general sales manager Lee Mays would have snickered at the suggestion that the Caprice was “not supposed to compete directly” with the likes of the Pontiac Bonneville, Oldsmobile Delta 88, or Buick Wildcat.
The reality was that the mid-price brands had been dipping into the upper reaches of the low-price league since the early 1950s, and the low-price brands had been inching into the the mid-price league for about as long. if Chevrolet buyers had more money to spend for plush trim, Chevrolet certainly wasn’t going to send them away.
Chevy dealers are still in the driver’s seat on the basis of having the world’s most popular automobile, but they will negotiate pretty readily. You will be in line if you shop till you find a $3,700-$3,800 price on a $4,300 Caprice.
Chevrolet at this point had around 7,000 U.S. franchises, so a shrewd bargainer had a fair amount of leverage when it came to price. Also, in this era, you could still order a car equipped more or less the way you wanted it. If you just wanted the Caprice trim with the base V-8 and a fairly basic set of options, you could get that as well, which would keep the list price to around $3,500.
WHAT IS IT LIKE?
The Caprice is a Chevrolet with all the good and bad features thereof. In common with the Impala reported on in the March, 1966 issue, it has a pronounced frame-suspension resonance on roadways with concrete surface and expansion joints such as those found on California (and other states’) freeways. At 65-70 mph the fore and aft oscillations set up sympathetic vibrations and the car actually shudders. Any front tire inbalance [sic] accentuates this phenomenon and cars driven consistently on the freeway soon develop rattles, creaks and groans. One Caprice tested by our staff came into our possession with only 4,000 miles on the odometer, practically all logged in freeway commuting, and it rattled much more than a 40,000-mile 1963 which we use for towing trailers.When complaints about this characteristic are made to service personnel, the answer is: “It’s not the car, it’s the road . . This is as good an answer as they can give, in fact, because the cure would be a change in spring rate ratio, or perhaps something more drastic. Cars with the stiffer suspension package seem to be equally affected.
This is somewhat of a local problem in many respects and on a cross-country jaunt, the Chevrolet will be regarded by most as a pretty fair piece of transportation. On smooth, or even rough black top, it is reasonably stable, controllable and quite comfortable. It wallows and complains a lot if you try to maintain any amount of speed through the hills and you’ll scrub off a lot of tire tread in the process, because it is strictly a General Motors car. You just don’t make any sudden move in a 4,150 pound car with this sort of suspension and brakes.
The photo captions on this page register a series of complaints about the restricted rear quarter visibility caused by the special Caprice Custom Coupe roofline’s thick sail panels and the limited protection provided by the front bumper, noting that the front end “remains almost entirely exposed to parking-lot damage.”
Next, there’s a discussion of the available options:
The suspension kit for 396 and 427 engined cars can be had on any of their buggies if you scream loud enough and cough up approximately $30. This is stiffer than the special suspension offered on any other V8 (which costs a mere $5, incidentally) but it won’t decrease riding comfort tremendously and it helps handling.
The suspensions they describe have RPO numbers that will be familiar to Chevrolet fans: The basic “special suspension” was RPO F40, price at $15.80 with the 283 engine or $4.75 with the the 327 or 396, while the “special purpose suspension,” which included not only stiffer springs and shocks, but also a rear anti-roll bar, was RPO F41, listing for $31.60. (There were also taxi and police packages, but they weren’t available on the Caprice.) The dealer price list says the F41 suspension was only available with the 396 and 427 engines, but many things were possible for a sufficiently motivated dealer who knew what strings to pull for special orders.
Road Test offered some worthwhile recommendations on the tire front:
Tires are an equally big help. Actual 4-ply substitutes for the stock 2-ply in any size can be had for about $30 to $35 additional. Available sizes include those up to 8.55 in the 14 inch rim. Fifteen inch wheels are also obtainable as an extra cost item at about $5. ROAD TEST recommends that the buyer specify the 4-ply 8.55 x 14 with any choice of engine, etc., for average use. For towing a trailer or much travel on unimproved roads get 8.15 x 15 6-ply (or larger, through a switch-over deal with a tire distributor). The 8.55s will provide good cross section and tread contact patch. The 15 inchers will have more sidewall strength.
Like the brakes, the standard tires on a full-size Chevrolet in 1966 were a rather shameful affair: Except on wagons, standard fare was 7.75-14 2-ply tires on 14x5J wheels, with normal load ratings that didn’t inspire much confidence. They were adequate for a lightly equipped Biscayne six, but on a Caprice 396 with a lot of options, anything more than driver and one skinny passenger would likely exceed the tires’ rated limit. One point Road Test fails to mention in the above litany is that the order book insisted that 15-inch wheels weren’t available on either the Caprice or the Impala SS (presumably because Chevrolet only produced their special wheel covers in a 14-inch size) or with the F41 suspension (which included wider 14x6JK wheels). The wider 8.55-14 tires were also listed as only for station wagons, although there was no technical reason a dealer couldn’t swap them out for you on a sedan or hardtop.
As for engines, Road Test suggested:
Inasmuch as the 327 is the popular number, this would seem to be the engine to go for. However, remember that the big market for a 2 year old used car is with the younger generation and the 396 engine is now the hot setup as far as that group is concerned. You may find that the 396 will bring an extra $100-$150 as a 365 or fuel injected 327 in a Corvette does now. In the meantime it will cost you $65 initially for which you will receive 50 additional horsepower. Gas mileage, under the same driving conditions, is about 1-2 mpg less.
Modern collectors have tried hard to paint any V-8 Chevrolet of this era as a muscle car, but while you could order a 427 cu. in. (6,996 cc) V-8 with 390 or 425 gross horsepower on a Caprice, neither was very common. Those engines were expensive ($316.00 and $447.65 respectively), and a full-size Chevy was too heavy to offer really serious performance except perhaps in the most stripped-down two-door Biscayne or Bel Air. The cheaper L35 396 cu. in. (6,488 cc) engine was milder still — definitely not in the muscle car league in 1966 — but since it cost only $65.30 more than the L30 327 cu. in. (5,354 cc) V-8, it was much more common than the 427.
As a point of interest, while Chevrolet still advertised gross output in 1966, the factory specifications also include net outputs for all the engines offered on the full-size car except the 427s. Since the latter were seldom ordered in the Caprice anyway, let’s see how the other choices shaped up:
Engine | RPO | Gross HP | Net HP | Net Lb-Ft | List Price |
---|---|---|---|---|---|
Turbo-Fire 283-2V | N/A | 195 | 150 | 245 | Standard |
Turbo-Fire 283-4V | L77 | 220 | 185 | 295 | $52.70 |
Turbo-Fire 327-4V | L30 | 275 | 210 | 310 | $92.70 |
Turbo-Jet 396-4V | L35 | 325 | 245 | 360 | $158.00 |
Ordering the L30 and L35 engines with dual exhaust ($21.10) probably added a few horsepower not reflected in the published ratings; the L77 option came with dual exhaust, which was why its net output was fairly high relative to its gross rating. The ratings also don’t reflect the power consumed by the Air Injection Reactor system required on most California-bound cars for 1966. (Chevrolet managed to obtain an exemption for the L72 427 for 1966 based on its very low production volume.)
One consideration when ordering the hotter engines in 1966 was that full-sized Chevrolets did not have good brakes, and the only improvement available on the options list was metallic linings, which were noisy and impractical for regular street use. (Road Test recommended the metallic brakes, but I have to wonder how familiar their editors were with the drawbacks.) Front discs would finally be added to the full-size option list for 1967, but they weren’t available at all for 1966.
Regarding other options, Road Test advised:
Power steering is mandatory. The $95 you pay in the first place is balanced by the $100 allowance on the left hand side of the bluebook . . . and it’s no fun trying to park the car without it, anyway. The Turbo Hydramatic which is available in place of Powerglide with the 396 and 425, looks like a good buy if you appreciate performance. And, while it is too early to tell, chances are it will help resale. Stay away from the 3-speed or 4-speed manual unless you have a particular liking for gear changing and are prepared to take the loss. No allowance for these items on trade in or even on the retail side. Nor is there any for power brakes, but most people prefer them.
Turbo Hydra-Matic was a fairly expensive option, listing for $226.45 — $31.60 more than Powerglide and $42.10 more than the wide-ratio four-speed — but if it was available with the engine you wanted, it was by far the best choice, and the one that would get you more of your money back at trade-in time.
For as much people grumble about the poor old Powerglide, it was the best choice with the smaller V-8s if you cared at all about resale value. Today, four-speed cars command a premium, but there’s a reason they were rare at the time: You paid almost as much for them as for automatic ($184.35 in 1966, versus $194.85 for Powerglide) and got none of that back if you resold or traded the car after a few years. Incidentally, if you ordered a 396 or 427, you couldn’t get Chevrolet’s standard three-speed manual transmission, which didn’t have enough torque capacity for the big engines. If for some reason you wanted a three-speed stick, you had to order the $79.00 “special” all-synchro three-speed, which Chevrolet had to buy — no doubt with some chagrin — from Ford Motor Company.
Air conditioning is a good investment as are power windows. Power seats are iffy. We’d advise anybody to invest in Posi-traction ($41) and in metallic brakes ($36). The vinyl roof ($32) covering is questionable, but most Caprices come with it and may become somewhat of an identifying mark, so figure it into the budget. As a choice of seats, the split front with the armrest are more practical than buckets, but buckets are part of the hot setup according to the second generation, so use your own judgment.
Unless you were a Charles Atlas graduate, power brakes ($42.15) were probably mandatory if you ordered metallic brake linings, which required much higher pedal effort than organic linings, especially when cold. The split-bench Strato-Back seat with fold-down center armrest was a $105.35 option on the Caprice, while buckets and console, as I mentioned above, were a hefty $200.15 extra. Neither power seats ($94.80 with a bench seat, $69.55 with buckets) nor power windows ($100.10) appears to have been very common on these cars — only about 10 percent of full-size Chevrolet buyers ordered power windows, and just 1.6 percent ordered power seats — nor was Positraction. Air conditioning was more popular, ordered by almost 30 percent of buyers, but it was also quite expensive, even if you could expect to get one-third to one-half of the price back in trade. Also, vinyl roof covering listed for $79, not $32 — that editorial sloppiness strikes again. One very popular option Road Test failed to mention mention was tinted glass, which almost two-thirds of full-size Chevrolet buyers ordered in 1966, at a cost of $36.90.
All of this went for pretty much any full-size Chevy in 1966, which didn’t yet answer the original question: What about the Caprice? Here’s Road Test‘s verdict:
Caprice trim is now bringing $150 over Impala SS when you are selling and $200 over if you are buying a used car. So, the answer to the question posed initially, “Is it worth the difference?,” is “yes.”
As to the Caprice’s worth in the general scheme of things, all we can say is that it is a Chevy. If you buy it as most dealers present it on the floor, it is no great shakes except in the engine department where it is hard to beat on any grounds. By holding out for the brake, tire and suspension mods mentioned, you can have a pretty decent road car. By a careful selection of goodies, you can enhance its resale value.
This isn’t a bad combination. So, for a suggested list of $4,300 (which will produce the items noted above), a figure we know we can reduce to at least $3,800, a Caprice becomes a solid buy, even if it rattles and shudders a bit. Besides, maybe they’ll change the roads.
Not exactly a ringing endorsement, but the bottom line was that if you could handle the Caprice’s slightly higher monthly payments, you’d get most of the initial price premium back after two or three years, making the Caprice a pretty safe choice from a financial standpoint.
I know some people will balk at the cold-bloodedness of choosing a car and its options based strictly on trade-in potential, and to be frank, it rubs me the wrong way as well. If you were prepared to drop about $4,000 (more than $40,000 adjusted) on a new car, surely it ought to have been one you liked at least a little? On the other hand, Road Test obviously wasn’t very fond of the big 1966 Chevy (for reasons the Art Evans Impala owner’s report makes clear), so their enthusiasm for the dressier version was understandably muted: It didn’t handle or stop very well, and the nasty expansion joint resonance and assorted rattles and shudders tended to spoil the luxury atmosphere promised by the plush interior. Other than the engines, most of which you could get for cheaper in a Nova or a Chevelle, resale value was the Caprice’s greatest quantitative virtue.
This data panel is mostly specifications, and not always trustworthy. For instance, going by the AMA specs, the curb weight of a Caprice 396 with Turbo Hydra-Matic, air conditioning, power steering, power brakes, radio, and the AIR system (Road Test was based in Los Angeles) was 4,220 lb, not 4,130 lb — and power windows and a power seat added another 39 lb on top of that.
As for the performance figures, the acceleration figures sound rather optimistic for a loaded Caprice 427 with Turbo Hydra-Matic (which was only available with the 390 hp version; the 425 hp engine was only offered with manual transmission). More importantly, why present acceleration times for a 427 if the car they were describing in the text was a 396? (If you’re wondering, Motor Trend‘s fully loaded 1965 Caprice 396 did 0 to 60 mph in 8.9 seconds and the quarter mile in 16.7 seconds at 85 mph, while Car Life managed 0 to 60 mph in 8.4 seconds and the quarter in 16.5 seconds. Motor Trend also timed a Caprice with the Turbo-Fire 327 and Powerglide, which did 0 to 60 in 10.3 seconds and the quarter mile in 17.8 seconds at 80 mph, performance most contemporary drivers would have found perfectly reasonable for a car like this.)
In this kind of review, one might also expect some kind of summary of the car’s as-tested price. If we assume a Caprice Custom Coupe two-door hardtop ($3,000) with the 396 ($158.00), Turbo Hydra-Matic ($226.45), power steering ($94.80), power brakes ($42.15), 8.25-14 2-ply whitewalls ($51.15), the F41 suspension kit ($31.60), Positraction ($42.15), power windows ($100.10), tinted glass ($36.90), vinyl roof ($79.00) Four-Season air conditioning ($356.00), Strato-Back seat with armrest ($105.35), AM/FM pushbutton radio ($133.80), seat belts ($10.55), convenience equipment group ($19.00), positive crankcase ventilation ($5.25, required in California, New York, and Colorado), and the Air Injection Reactor required in California ($44.75), list price would be $4,537, not the $4,300 mentioned in the text. A close reading of the main text suggests that the $4,300 figure was an average list price for a typical Caprice rather than the actual price of a particular car, but why not be more specific?
Considered as a road test or as a consumer review, this Road Test article is a bit of dud: You have to dig to find any kind of substantive driving impressions, the acceleration figures they present don’t match the car the main text describes, and the editors’ failure to sweat the details on price and equipment would not have been especially empowering for a customer trying to gather all the facts before walking into a Chevrolet showroom.
However, given the editors’ obvious disdain for the Caprice as a concept, it’s ironic that the main takeaway of this review is that it was worth the extra money. Since Chevrolet sold about 181,000 Caprice coupes and sedans for 1966, it seems that many Chevy buyers had already come to the same conclusion.
Related Reading
Curbside Classic: 1965 Ford LTD – It Launched The Great Brougham Epoch (by Paul N)
Vintage Review: Car And Driver’s 1965 Ford LTD – Possibly The Best Ford Ever Built (by Rich Baron)
Dawn Of The Brougham Epoch: 1965 – 1966 Ford LTD, Chevrolet Caprice, Plymouth VIP, Ambassador DPL – The New Low-Cost Options Of The Mid Sixties (by Rich Baron)
Curbside Classic: 1965 Chevrolet Caprice – The LTD Reaction (by Paul N)
Vintage Review: 1965 Chevrolet Caprice 396 Tested By Motor Trend – Fast And Soft (by Paul N)
Curbside Classic: 1966 Chevrolet Caprice – Chevy Joins The Great Brougham Epoch (by Tom Klockau)
The 1966 Chevrolet Caprice Custom Coupe was released before I was born. I was raised as a little kid, on early to mid ’70’s styling. I admittedly found this Chevrolet unattractive at the time, as its styling reminded me so much of one of the dumpiest cars of the 1970’s. The AMC Matador sedan.
The exterior styling similarities are uncanny. The basic shapes of the two cars are close, if you look at the roof and glass area shapes. Virtually identical. The kick-up after the driver’s door, is close. As is the overall rear quarter fender shape. No idea on the design history, but I think this Chev influenced the Rebel/Matador sedans.
Matador sedan styling was already expired, by the time I saw them. Why it somewhat tainted the Caprice Custom Coupe’s design for me way back then.
Sharper rear roof slope, and more attractive wheel arches, define the Chev. Matador almost appears like a sedan version of same car, if small tweaks are made. Longer hood and trunk on the Caprice, of course. Vague wheel arches, hurt the AMC. But they also help distance it, from the Chev’s design.
I’d never thought of that, but I can see the resemblance. Given the popularity of the big Chevy, I can see why it would make sense to imitate it, but as Chrysler kept finding out, there were limits to the palatability of GM styling leftovers.
I personally found one of the least attractive elements of the Matador, besides its unusual roof and glass area, was its odd wheel arch design. They were not strong. Almost appearing to visually sag. I had the impression, AMC was going out of their way, to not appear like the Caprice wheel arches. As the resemblance would have been more obvious. Without going to more fully round arches, which would have appeared further odd/unattractive here.
Excellent review analysis BTW! Great defining source material, you are creating, for specific autos.
Wow, I had never noticed the similarity of these designs either. But I can see it now. This roof was never my favorite among the varieties of 66 Chevy, but I didn’t find it ugly. The Matador, OTOH, . . . . I guess this shows how good styling can make a concept work where a less adept hand can fail to bring the intended look across the finish line.
Whenever I consider a car’s styling, especially from a historical perspective, I imagine it purely in silhouette. I’ve always done this, even as a little boy. Makes it easier, to determine inspirations for a specific overall design. Or a specific styling element.
As a little kid, I used to wonder, why did AMC release one of the ugliest roof and glass designs, I’ve ever seen? I never bothered to research it. But I remember knowing around 1975, that the Matador, and this quite rare by then Caprice coupe, sure looked alike. Though, it wasn’t clearly obvious at first. As the Caprice does have better detailing, like improved wheel arch styling. And the further length of the Caprice, helps its looks.
A minimal passing resemblance perhaps, but the Chev is much more sophisticated, and released several years in advance of Teague’s Matador, and a refinement of the ’65. As one who was driving at the time no way I’d conflate those 2 in any way, not to mention the difference in size.
Silhouette is just one element in a car’s design, and a rather limited one, as cars are of course three dimensional rolling sculptures. And that’s where the big difference is between these two. The key styling element of the ’65-’66 Chevy are its protruding rear hips. That draws the eye and very sharply delineates the lower body from the greenhouse.
The Matador totally lacks that, with a clumsy attempt at “fuselage” styling, with a continuous plane from lower body to upper body via the C pillar. It wasn’t channeling the ’65-’66 Chevy; that feature was first seen in the US on the ’66 Toronado and then on the ’68 GM A-Bodies. What the Matador is crudely channeling is the 4-door ’68 A Bodies, like the Tempest below:
The unusual semi-formal appearance of this particular roof, is what aided its resemblance to the Matador’s roof, and glass area. In spite of the fuselage styling on the Matador, at no time would I say it looked like the 1968 A-Body sedans. As they had very distinctive sloping trunks, that lent a sportier semi-fastback appearance. The Matador sedan always looked more formal. Like this Caprice. Mainly because of the roof and glass designs. With the tall trunk tops.
I quickly whipped up this image in Adobe Illustrator. I hardly had to tweak the dotted line between this Caprice Custom Coupe, and the Matador sedan.
Similar *two* plane angles for the trunk tops, and rear roof. Whereas, the A-Body sedan, has the appearance of a steady curve from rear roof to end of the trunk. Aided heavily, by the sloping trunk.
It is the semi-formal roof and glass area shape, that look quite similar between the Matador and this particular Caprice roof. The dotted outline was very similar to trace. I noticed it 50 years ago.
Not saying this Caprice roof inspired Teague. But I saw the similarities.
We had a ’68 Skylark sedan in the family for 40 years. It’s shocking how frumpy and dated it looks compared to Paul’s Tempest sedan. Even semi-skirted fenders, fuselage C pillar, and hips are a bad combination.
Other than a neighbor who owned a 66 Impala 4 door hardtop, I never spent much time in Chevrolets. It wasn’t until the mid 70’s when I spent a day cleaning and detailing a 68 Caprice for a friend of my mother that I got an up-close look at the interior of one of these early Caprices. I found it a really impressive interior, from a company that (in the mid 60’s) usually had the best interiors in the industry.
The only place I see on this 66 where it falls down a little is in that big fat rubber piece that covers the joint where the shifter attaches to the shift collar. After the Ford exposed shift tube through 1962, I think this Chevrolet design was the worst looking shifter design of the 1960’s.
I was merely a toddler then, but I have the impression that the kind of person who would buy a new $4k Caprice or Impala was indeed the sort of person who would trade it in for a newer model every 3 years or so, so I can see the validity of discussing relative trade-in values.
But I think a better premise for this article would compare the resale value of a loaded Caprice vs. an Oldsmobile Delta 88 similarly equipped. A quick search tells me the Olds was priced similarly to the as-tested Caprice. A fellow of a certain age would consider the Delta to be superior to the Chevy, regardless of price tag and equipment.
That “Eh, good enough” assembly was why these cars cost $3000 and not $5000. They were still darn good cars, capacious and comfortable V8 family cars, more durable, robust, and less fussy than those made anywhere else, even with the most minimal maintenance, and an incredible value for the money. As one who began driving that year it was much appreciated by me that cars like this were still attainable by almost everyone, unlike most of the rest of the world where small toy-like underpowered cars were what economics forced the average Jose or Johan to drive.
A minimal passing resemblance perhaps, but the Chev is much more sophisticated, and released several years in advance of Teague’s Matador, and a refinement of the ’65. As one who was driving at the time no way I’d conflate those 2 in any way, not to mention the difference in size.
The ’65 to ’68 full-size Chevys were probably the best designs ever released by the Division. Fords and Mopars looked positively 2nd rate, not to mention AMC, who wasn’t even in that race, and even later Chevs suffered in comparison. It was peak-Chevy in the styling department, too bad they didn’t have the superior chassis of the ’77s.
Here is some more 1966 price data:https://www.curbsideclassic.com/uncategorized/1966-new-cars-complete-price-data-what-would-you-buy/
I spent lots of time with ’65-’66 Chevys (and Cheviacs, this being Canada) in the late ’70s/early ’80s, and there were lots of Impalas around these parts but very few Caprices.
The comments about the way these cars handled and the inadequacies of the tires and brakes are right on the mark. Even then, being young and stupid, we knew these things weren’t really safe to drive at speed in stock form.
My first car was a rusted, faded ’65 Impala 4 door hardtop with a 396/THM 400. I quickly learned that the brakes were “one and done” from 60 mph, and a quick move of the steering wheel produced tire squeel but no change of direction. I drove it very carefully until I could afford a ’68 or ’69 Nova to put the 396 in.
A buddy’s ’65 Plymouth Sport Fury was a much better car on the road, and another buddy’s very nice ’66 Ford was worse than either of them. That’s just the way domestic cars were at the time unless you went out of your way to upgrade the tires and suspension. We’ve come a long way since those days!
The car that was in Chevy’s sights was Pontiac. The Catalina was about the same price as an Impala when the Impala was upgraded with comparable V8 power. Pontiac had brand kudos, rich looking diecast trim, extra length, etc.