The Big Three U.S. automakers, GM, Ford and Chrysler, had very good years from 1955 through ’57. All three companies brought out completely new vehicles that were beautifully styled.
Chevrolet changed from an attractive, dependable family car, to a car desired not only by their existing customers, but by people who wanted more performance and style. The new 265-cubic-inch V8 engine that Chevy introduced was a big hit, but they also retained the dependable 235-ci straight-six-cylinder engine.
When an automobile company wants to build a new model car, there are at least five groups of people involved. First, the designers plan the vehicle’s look. Next, the engineers figure out how to build it. The manufacturing folks figure out how to assemble the car, while the marketing and sales people plan how to sell it. The last group is the bean counters, aka the accountants, and they figure out how much all of this costs and what the retail price of the car will be.
Back in 1955-57, Chevrolet offered a great new body style that was used for almost every car they produced. There were three different levels, or series, called 150, 210 and Bel Air. The only differences among the series are the trim and features. The Bel Air was the fanciest, and the model was advertised making as the one most people would want if they could afford it.
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The 210 series was sort of compromise car, and the 150 was for those who wanted a new car even if it had to be a bare-bones model. I don’t know if this is what happened, but having spent all my adult life employed by car manufacturers, I can almost hear the voices of a meeting of the bean counters to get the price of the 150 series below $2,000. The head bean counter offers the first obvious suggestion:
“Well, we can eliminate most of the chrome trim.”
Another may say “It certainly doesn’t need a radio.”
Around the meeting table they go:
“We can use hub caps instead of wheel covers.” “We can leave out a clock; they don’t work that well anyway.” “The seats don’t need to be so comfortable or look that good.” “We could use rubber floor mats instead of carpet.” “We could use a cheaper steering wheel like the truck.” “We certainly don’t need two sun visors. One for the driver is enough.” “Get rid of the arm rests. That’ll save us a few bucks.” “That does it, gentlemen,” says the head bean counter, “our base price for a Chevrolet 150 two-door sedan is $1,784.”
This issue’s featured vehicle is a bare-bones 1957 Chevrolet 150 two-door sedan that was obviously built after the bean counters meeting. Shannon Smith, of Danville, is the car’s second owner, having acquired it in 1979. The car was owned by a little old lady who apparently only drove it to the store and to church on Sundays, as she averaged less than 4,000 miles a year.
Smith paid $1,900 (about $7,900 in 2023 dollars). “It was tucked away in a garage,” he said, “it was in all original condition. My father was alive at the time, and I brought him down to look at it, and he said, ‘buy it,’ and I did.”
The car has its original license plates and original dealer license plate frame from E Z Davis, a Redwood City Chevrolet dealer in 1957. The engine was reworked about a year ago after a misadventure to Nevada City but is still original, as is the three-on-the-tree transmission. Smith had the car repainted the factory colors of Sea Form Green over Highland Green, and he has replaced some of the chrome.
“I can work on cars like this,” he said, “they aren’t too sophisticated.”
The interior seats and side panels have been redone in a period-correct style and pattern.
“When I first owned the car, I noticed that the gas gauge was getting lower and lower. I’m trying to find the gas tank in the back. I made an anonymous phone call to Fitzpatrick Chevrolet explaining I didn’t know how to fuel this ’57 Chevrolet. Laughing, they tell me it’s hidden behind a chrome piece in the left rear fender.”
The vehicle is a long way from a show car but could become one relatively easily. The headliner is original and noticeably worn, as is the interior door trim and single sun visor. But that can also be considered a positive, as it’s often said that a car’s parts can only be original once.
Smith, now a retired iron worker, was in high school when he bought this Chevy and took his date to his senior prom in it, but there is no Hollywood ending. Smith and the girlfriend have gone their separate ways, but the ’57 Chevy has a permanent home.
Have an interesting vehicle? Contact David Krumboltz at MOBopoly@yahoo.com. To view more photos of this and other issues’ vehicles or to read more of Dave’s columns, visit mercurynews.com/author/david-krumboltz.