Chevrolet is marking its 100th anniversary this week. To celebrate, we’re republishing two posts per day from our blog archives, each one plucked from a different decade of the marque’s long existence.
There is such a thing as desperation, friends, but that is not something we’re going to talk about today. Today we’re going to discuss the new 1927 Chevrolets. First things first: They are cars, see, not beer. (We know a few dolls who don’t believe that liquor is illegal in this town, but they’re daddied-up dames that live off the clams of some other fool egg.) The ’27 Chevrolets are the kind of nifty, class-high rigs you won’t see parked outside a juice joint. This keen range is called the Chevrolet Capitol Series AA, something the ad boys in Detroit have billed as “The Most Beautiful Chevrolet Ever.” Maybe. Maybe if the car came with a foamy head and a swell hoppy aftertaste, we’d have a little more tolerance for Madison Avenue–style applesauce.
Let’s take stock here: Eight body styles, a pretty new radiator shell, and bullet-style headlights. Bodywork is close kin to last year’s Chevrolet Superior Series V and 1925′s Superior Series K, but this is no long-in-the-tooth Ford Flivver. Fact is, old Henry Ford killed off the Tin Lizzie this year, making way for the upcoming Model A; the Chevy Capitol should help unseat Ford’s dominance in the market. If all goes to plan in Detroit, the three-millionth Chevy will roll off the line some time in 1927.
Drink it up, folks. After all, it’s not like you can buy anything stronger. (And if you’re looking for a gin mill, scram. We can’t help on the clock.)
–Shemp Smith, via transcontinental Western Union cable and telephone report.
This post was made possible by Shine-Gleem Hair Kreem—the hair tan for the dapper man. Available at better variety stores, including Woolworth’s and Neisner’s.
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