The Golden Era of Chevrolet: The Dominance of the 1966 Impala and Caprice in the Mid-1960s Automotive Market

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1966 Chevy Impalas
1966 Chevy Impalas

The mid-1960s was a golden era for Chevrolet. The Impala, introduced in 1958 and becoming a standalone model the following year, was a sales juggernaut. Its 1965 record of over a million units sold was unprecedented. Capitalizing on this success, Chevrolet launched the Caprice in 1965 as an Impala variant, raising it to a separate series in 1966.

Despite the Caprice’s growing popularity, which eventually impacted Impala sales, the latter remained the sales champion. Chevrolet’s full-size lineup, including the Impala, Caprice, and Super Sport, dominated the market in 1966, collectively accounting for nearly 1.5 million units of the automaker’s total 2.2 million sales.

1966 Chevy Impalas
The Golden Era of Chevrolet (Chevrolet)

While the Caprice impressed with 181,000 units sold, the Impala held the spotlight. The Super Sport, a separate series, contributed with 119,300 units. The crown jewel of the engine lineup was the new 427 cubic-inch V8, a potent upgrade from the 396, primarily targeting Super Sport enthusiasts but available across the Impala range.

This behemoth generated 390 horsepower, transforming the Super Sport into a blistering performer capable of accelerating from zero to sixty miles per hour in just 9.7 seconds. Lesser powerplants were also offered, starting with a 155-horsepower six-cylinder. The base V8 was a 283 cubic-inch unit producing 195 horsepower, while a more potent 220-horsepower L77 version was available for a modest $37 premium.

For those seeking maximum performance, the 425-horsepower L72 could be had for an additional $312. The two 1966 Impalas showcased here are far from their former glory, requiring comprehensive restoration.

The original 283 cubic-inch engine paired with a Powerglide transmission is surprisingly healthy, thanks to recent work including a rebuilt carburetor, cleaned fuel system, and new radiator. However, this Impala is far from roadworthy, making it a prime candidate for a ground-up restoration.

Given the car’s desirable powertrain and the potential for a stunning build, I anticipate stiff competition for this Glenwood Springs find priced at $6,600. While the Chevrolet Impala Super Sport is typically a sought-after model, this particular example is a far cry from pristine condition.

The seller candidly describes the car’s exterior and interior as “pretty rough,” a likely result of prolonged neglect. The accompanying photos, although of poor quality, confirm the extent of the damage. Despite the visible rust on the floor pans, the car’s frame seems to be structurally sound, though a thorough inspection is imperative before making any commitment.

1966 Chevy Impalas
The Golden Era of Chevrolet (Chevrolet)

A major drawback for restoration enthusiasts is the missing powertrain; both the engine and transmission are absent, although the seller claims they are included in the sale. However, without detailed information about their condition, it’s impossible to gauge their value to the project.

Given the car’s dilapidated state and missing components, the seller’s asking price of $5,000 is overly optimistic. While the dash and door panels could potentially be salvaged, they will undoubtedly require significant refurbishment.

Published
Dana Phio

By Dana Phio

From the sound of engines to the spin of wheels, I love the excitement of driving. I really enjoy cars and bikes, and I'm here to share that passion. Daxstreet helps me keep going, connecting me with people who feel the same way. It's like finding friends for life.

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