The Chevy El Morocco was the creation of Reuben “Ruby” Allender, a wealthy Detroit businessman. Allender was quite smitten with his 1955 Cadillac Eldorado convertible and believed that even people who couldn’t afford the flagship Caddy should have the privilege of enjoying such a wonderful car. A 1955 Eldorado stickered for a bit north of $7,000, an extraordinary sum in 1955. The average Chevy was around $2,000. Ruby thought he could dress up a less expensive car like an Eldo and make a “Cadillac for the working stiff.”
Though Allender started thinking about how to go about making his bargain Eldorado convertible in 1955, the first Chevy El Morocco wasn’t produced until 1956. The first step was to use a more affordable, lighter, and smaller car than the luxo-barge Caddy. He would give his new creation an exotic name like Eldorado, but not one that would land him in hot water with Cadillac. The name he chose came from the Manhattan night club El Morocco.
Allender chose the Chevy Bel Air as the basis for his new affordable convertible. He added Cadillac-style tailfins and Eldorado moldings to the Bel Air. The Chevy grille was replaced with one that more closely resembled the Eldorado’s. The Chevy crest was removed from the hood, but the “V” emblem was left in place. Chevrolet lettering was removed and an El Morocco badge was applied to the rear deck. The front bumper had Dagmar bumper guards added, and in Cadillac fashion, the exhaust was routed through the rear bumper. Some El Moroccos were fitted with Continental kits. All El Moroccos had power steering, power brakes, and radios. Factory running gear was left alone, with 1956 El Moroccos utilizing 265 cubic-inch Small Block engines with Powerglide automatic transmissions, and 1957s fitted with 283 Small Blocks.
By the time the Chevy El Moroccos hit the market, all the changes had pushed the price close to that of the Cadillac Eldorado. Over the two-year production run, either 32 or 34 (the exact number is unclear) El Moroccos were produced.
Our feature 1957 Chevy El Morocco is one of ten examples extant. It has been the subject of a concours caliber restoration courtesy of Tel Powney of D’Elegance in Fallbrook, CA. Having covered just 78 miles since restoration, the Harbor Blue over two-tone blue El Morocco is powered by the 283 cube Small Block V8 backed by the two-speed Powerglide automatic transmission. It is equipped with a rare blue power convertible top, heater, pushbutton radio, power steering, power brakes, and bumper-exit dual exhaust.
This exceptionally rare bit of automotive history will cross the Mecum Auctions block at their Indianapolis, Indiana event Saturday, May 17th.
Comments
this is the elegance details and chrome shinning i appreciate, maybe just the main reason continue here in this GMA because what GM does today is pure G A R B A G E on wheels
Does not look very good, not as good as I had expected.
Yes, I remember. It was featured in all the car mags of the time.
I believe the rubber “dagmars” were an option on the Chevy. Anyone?
I meant the “dagmars” were an option on the “57 Chevy.
They made El Moroccos from Bel Air 2 door hardtops, convertibles and 4 door hardtops. I visited a car museum in Branson MO called 57 Heaven. Every vehicle in the museum was a 1957 model. Museum was located in the basement of the Dick Clark’s American Bandstand Theatre. It was the most extensive collection of both 1957 Convertibles and station wagons. The collection included three El Moroccos. One in each body style and naturally all 57s. They were the only El Moroccos that I have ever seen. Collection was auctioned off by Mecum in 2009. The El Morocco convertible brought $230,000.
because the business canadian guy did only 20…
Down on Mecum since they went to pay to watch ESPN+.
Haven’t we seen this car before auctioned off quite a few times in the last few years? Either it does not sell, or the people that buy it did so on speculation they could hold it for a year or so, then run it through again and make a profit.
Very cool!