American Cars of 1958

[Monksdream]

November 27--1958 Chevrolet Impala

The Ford versus Chevrolet rivalry has been a part of Americana since the beginning of the 20th Century. For some people, the Ford versus Chevy rivalry is so important, and their loyalty to one brand over the other is so strong, that they proudly show bumper stickers showing their intensely held preference. You may have seen one of these stickers proclaiming that the driver would rather push his Chevy than drive a Ford – or vice versa.

Throughout the prior century Ford and Chevrolet would change places as the nation’s top selling brand. Ford was first for most of the 20s. Chevy lead during the Great Depression, as the two makers strove to outdo the other with innovations and style changes. Ford regained the top spot for most of the 40s. The 1950s belonged to Chevy; Ford would only win the sales race twice in that decade.

The Impala, named for the graceful African antelope, doesn’t quite match up with the 1958 model. It was wider, longer, and a bit lower, but the overall bulky appearance certainly doesn’t impart the impression it was, like an Impala, fleet of foot. The moniker, however, stuck. Chevy has used it off and on for the past 50 years.

A total of 55,989 Impala convertibles and 125,480 coupes were built, representing 15 percent of Chevrolet production in this recession year. The six-cylinder coupes sold for $1750; the convertibles were a thousand bucks higher. Chevrolet in 1958 introduced a 348 cubic inch small block V-8. The coupe equipped with this engine retailed for around $2400 and $3400 for the convertible. This was relatively inexpensive compared to Cadillac models which, with all the available options, could cost upwards to $7500.

Chevrolet was known for its boxy shaped vehicles. This is a bit unfair, however. The Big Three all made cars that were meant to embody the Streamline Moderne motifs in industrial design during the 1940s. The theme carried over into the early 50s in such models as Chevy’s Bel Air series. This two-tone red and white example is emblematic of early 50s styling. Short wheel bases. Big engine compartments containing small engines. Big chrome bumpers with “Dagmar accents.” Note the chromed shark teeth grill work that would also be installed in the Corvette. The most valuable 58 is a convertible equipped with all the available options, plus a trio of four barrel carburetors. About $140,000.

More than anything, the 58 Impala reflects how much economic growth America had experienced since the decade began. Sales were strong for base models. The higher end cars the Big Three bought out that year took the biggest hits. It seems rich folks always get more nervous about their wealth when times get a little lean. Although it cost $3,000 less than a comparable luxury model, the 58 Impala still had all the styling excesses.

This black convertible with red interior was decorated with chrome accents. Four hash marks behind the quad headlamps. Not one, but two signal lamps embedded in the grill above a massive bumper. A chrome strip ran almost the length of the entire body. Notice the gun sights above the headlamps. They were practically standard feature on most late 50s models. Chevy executives had no shame when it came to advertising its new Impala line as a car that made the average middle class wage earner feel as though he “made it.”


One design feature on the 58 Impala makes it a desirable classic among collectors. In a period when fins were in -- the iconic 57 Bel Air had them -- is this was the only year Chevy designers opted for rounded tail fins that were slanted rather than upright. The design team also wasn’t satisfied with a rear half that was devoid of details. Those four connected strips that end in points seem to suggest speed. Notice the horizontal bulge in the body behind the rear wheel that included another four hash marks. The sweeping rear -- can we call it a wing? -- is edged with chrome that wraps around the three -- not two -- tail lights. Later Impalas would also include them.


Equipped with a continental kit, the 58 Impala looked massive, heavy and low to the ground, which was another trend the auto makers employed to impart speed and power. With the top down it was a true boulevard cruiser. Folks wanted to be seen in it during an optimistic era when it seemed the prosperity would have no end.

The 60s New Journalism writer Tom Wolfe, he of the Tangerine Flake Streamline Baby fame, once described the middle class fashion trends of that period in American culture as “second class class.” Certainly the interior of the 58 Impala depicts how middle income earners took to expressing their sense of what it meant to look “dressy.” The typical interior of just about any automobile was done in muted tones of green, brown, tan and blue, along with darker browns as well as black. White was reserved for luxury models. The multi-colored cloth seats, the red rubber floor mats. Red here. Red there. Red everywhere. And the chrome boomerang with the holes inside the steering wheel. It was just plain fun to slide into the front seat, turn the key and cruise the main drag of town on a Saturday night. You were on top. You felt downright proud to be an American driving one.
It was America's Car.