El Morocco - The Chevillac
03/14/2025
Some things look more expensive than they are. There are also things that are more expensive than they look. And then there is the El Morocco, which somehow falls into both categories at the same time. The idea behind it was decades ahead of its time.
As early as 1955, the wealthy Canadian Reuben Allender wanted a smaller Cadillac model with which he could teach his grandchildren how to drive - the CTS of the 1950s, so to speak. He borrowed the name from a New York nightclub; the basis was to be the new Chevrolet Bel Air. However, the project was repeatedly delayed until the new '56 models were already on the market.
With projectile-shaped bumpers and higher tail fins, the top model of the GM entry-level brand was visually aligned with the top models of the top brand. However, the work was so extensive that the "Cadillac at a Chevrolet price" ended up being pretty much the opposite. This did not change when Allender used the cheaper Chevrolet 210 as a basis for 1957.
The four-door "Sport Sedan" with V8 cost at least 2370 dollars. With a new radiator grille, new rear bumper, new fins and tail lights, a silver-painted roof and Eldorado Brougham-style side trim, the El Morocco already cost 3175 dollars - not much for the appearance of the 13,000-dollar Über-Cadillac. But still too much for a Chevrolet.
As a result, Allender was able to find a buyer for just 14 El Moroccos - ten sedans, two coupés and two convertibles - in 1957. The previous year had hardly been any better, with 16 cars sold.
One of the four-door cars, six of which are said to have survived, has been up for auction on bringatrailer.com since yesterday. The price-performance ratio compared to a Chevrolet has actually deteriorated significantly since 1957. Last time, the 82,600 dollars offered was not enough for the seller...
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