Chevy Camaro. A Small, Vicious Animal that Eats Mustangs
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The document outlines the history and marketing strategy behind the development of the Chevy Camaro, which was conceived as a rival to the Ford Mustang in the mid-1960s. The name 'Camaro,' suggested as a friendly term with no real meaning, was unveiled during a press conference in June 1966 with a significant advertising campaign following its release in September. The Camaro quickly gained popularity, with various models and custom options available, reflecting Chevy's strategic approach to capture consumer interest.
Chevy Camaro. A Small, Vicious Animal that Eats Mustangs
- 1. Chevy Camaro. A Small, Vicious Animal that Eats MustangsJuly 19, 2010
- 2. The Planning Stages All through the summer of 1965 virtually every aspect of the vehicles design and development, from preliminary design sketches to clay models, was photographed and carefully documented. Chevy used the assets to create a 30 -minute movie The Camaro, which was later shown on TV and in movie theaters.They also introduced women's clothing called the Camaro Collection and even a Camaro road race game.
- 3. The Mustang KillerIn April 1966, at the New York Auto Show Press Conference, Chevrolet sales executives admitted no name had been chosen for the new vehiclebut did announce that pricing of 1967 model will be in the Corvair-Chevy II range.Throughout early 1966 Chevy agonized over a name for its Mustang-killer.GM's upper management was nervous about the aggressive connotations of the Panther name
- 4. Mustang KillerAutomotive legend has it that someone at Chevrolet finally proposed the name Camaro and upper management quickly agreed. The name has no real meaning, GM researchers reportedly found the word in a French dictionary as a slang term for "friend" or "companion." Its rumored that Ford Motor Company researchers also discovered other definitions, including "a shrimp-like creature" and an arcane term for "loose bowels. Because a number of pre-launch materials had already been released using the Panther name, Chevys most pressing challenge was to now rename their new Mustang killer, the Camaro
- 5. Who is John L. Cutter?On June 21, 1966, around 200 automotive journalists received a telegram from General Motors stating, "Please be available at noon of June 28 for important press conference. Hope you can be on hand to help scratch a cat. Details will follow. The mysterious telegram was signed, John L. Cutter Chevrolet Public Relations SEPAW Secretary.The next day, journalists received another mysterious telegram stating, "Society for the Eradication of Panthers from the Automotive World will hold first and last meeting on June 28. Once again, the telegram was signed, John L. Cutter Chevrolet Public Relations SEPAW Secretary
- 6. Its Called the CamaroFinally on June 28, 1966, General Motors held a live press conference in Detroits Statler-Hilton Hotel. It was the first time in history that 14 cities were hooked up in real time for a press conference via telephone lines Elliot M. Pete Estes, Chevrolet General Manager announced that Camaro was chosen as the name for Chevys new four-passenger sports car to honor the tradition of beginning Chevy model names with the letter C
- 7. The Camaro is Released On September 25, the first Camaro ads appeared in national newspapers. On September 28, 1966, Chevrolet launched an unprecedented ad blitz consisting of: newspapers, magazines, radio, television, outdoor and television advertising. The very first Chevy Camaro television commercial can still be seen on YouTube. It features a white Camaro RS/SS with the distinctive bumble-bee nose band emerging from a volcano. The voice over proudly introduces The fiery new Camaro from Chevrolet something youve never seen before.
- 8. The AnticipationChevy dealerships across the country were filled to overflowing with curious and willing buyers. Dealerships were issued special window trim, urged to black-out their windows and extend their showroom hours. Long lines formed to even glimpse the new vehicle. Those waiting in line were also more than willing to debate the merits of Mustang and the still unseen Camaro. Its rumored that local police were often called help control the crowds.
- 9. Not One But Three Choices Once inside dealerships in most metro areas, buyers were treated to not one but three Camaro models. Chevy made every effort to provide their largest dealers with a base sport coupe, Camaro RS and a Camaro SS convertible. The tactic was an extension of the creative approach used in Chevys national ads which showed all three Camaro models under a tag line, How much Camaro you want depends on how much driver you want to be.
- 10. The Camaro OptionsThe sticker price of $2,466 for a Camaro base coupe and $2,704 for a base convertible was fully competitive with Fords pricing of their 1967 Mustang models which was $2,461 for the standard coupe, $2,692 for a standard fastback and $2,898 for a standard convertible. the Camaro could be ordered with nearly 80 factory options and 40 dealer accessories. Buyers could also option up to a larger 250-inch version of the standard straight six engine, a choice of 327-cubic-inch small-block V8s fed by either a two-barrel or a four-barrel carburetor and two versions of the 396-cubic-inch big-block V8.
- 11. The VIN NumberThe 1967 Camaro was the only model year to have its VIN tag mounted on the door hinge pillar. VIN tags on later models were moved so they would be visible through the windshield. 1967 was the only model year to feature side vent windows.As factory-fresh Camaros rolled off the assembly lines at Norwood and Van Nuys, the Chevy team worked just as hard to keep Camaro in the public eye. Camaro, in fact, was chosen as the Official Pace Car for the 1967 Indianapolis 500. A total of 41,100 new Camaro's were registered in the 1966 calendar-year and an additional 204,862 in 1967.
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