Fifty years ago, Corvette was a new, struggling nameplate, on the verge of overcoming some very tough obstacles and poised to blow the market wide open. The early years were discouraging. Despite heavy corporate investment, early sales were dismal, and sharp competition from arch-rival Ford's Thunderbird had GM ready to pull the plug. But with a couple of good years of V-8 power under its belt, Corvette was beginning to turn around. More power was translating into more sales. Funny how that works.
Chevrolet had found its angle: Corvette was not a sports car in the European tradition, it was a sports car on its own, uniquely American terms, which centered around the V-8.
By 1957, Corvette had been through some substantial engine development, and it was beginning to make a name for itself on prestigious racetracks against the world's best. For the first time, Chevrolet offered an exotic engine option-fuel injection.
To help get the word out about its dynamic new '57 model, Chevrolet issued a two-part filmstrip and record titled "Pleasure Package" and "Profit Package." Pleasure Package was to be viewed by prospective buyers. It talked up the Corvette's many styling and engineering strong points, and touted its recent racing victories.
We found one of these filmstrips and are about to take you on a unique, scene-by-scene trip through Corvette marketing from half a century ago. The dialog from the record is transcribed word-for-word beneath each image. Some of the expressions and photos are a bit corny, but that's part of the vintage charm. So sit back and enjoy this long-lost look at Corvette marketing 1957 style.
This is a pleasure package!...
This is a pleasure package! Twenty-eight hundred and fifty pounds of trim, smart dream car. And every ounce, every feature, designed with just one purpose...
...to add to your driving...
...to add to your driving pleasure. First and foremost, there's the pleasure of America's most distinctive personal car, and America's finest performing sports car. There's the pleasure...
...of dream-car-of-the-future...
...of dream-car-of-the-future styling. A new concept in American sports car styling. It starts with a racy silhouette, accented by high-set fender lines.
And there's the newest styling...
And there's the newest styling note on cars today: deep, sweep sides.
The going away view of the...
The going away view of the Corvette is highlighted by dashing taillights and in-the-fender dual exhausts.
Up front, the Corvette sports...
Up front, the Corvette sports dramatic simulated air scoops, clean lined headlights, parking lights and front fenders, and a wide, wind-split crowned hood. With dream car styling...