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Car Collector Chronicles
the price of the actual new Chevy Bel Air, from which the El Morocco had its genesis. While actual production figures are more than hard to come by, it is certain that no more than 21 vehicles were produced by Allender in 1956. For 1957, a much finer, and in my opinion better looking, product was produced. Instead of starting with the Bel Air, Allender made use of 210’s for his base hardtop vehicle. He had no choice but to continue to use the Bel Air for the convertible model. As the resident fiberglass tech had left the company, the ‘57 fins were fabricated out of metal. The hood was shaved and filled. Any body filler required was of the type then prevailing in the industry, lead. This year, the fin incorporated a ‘56 Plymouth tail light. For wheel covers, the car sported Olds Fiesta clone hub caps. These same wheel covers were able to be purchased mail order from Chicago’s J. C. Whitney Co. For ‘57, Allender kept the price the same. Chevy however, had raised its prices. That meant Allender paid a higher price to acquire the stock vehicle. It also meant he made even less of a profit on each car. The fact is, he made no profit from this venture, ever. Total 1957 production is believed to have been 16 cars. Even if there was a profit to be had, there were not enough cars produced to yield a significant income. For both model years, about the only available option was a continental kit. That option added another $150 to the purchase price. Today, seven of the original thirty-some cars thought to have been produced are known to exist. Of these, for 1956 only a single example remains. Interestingly, Cadillac never gave Allender the time of day, in terms of concern. He, obviously, was not perceived as a threat to the marque that prided itself on being the “Standard of the World.” Of equal note is the fact that one day an individual showed up at Allender’s place of business, asking to see an actual El Morocco. It was only after the fact that Allender learned the individual was then Pontiac exec, John Z. DeLorean. Allender’s biggest problem was that he had little-to-no means of marketing his car. Chevrolet was not going to sell his vehicles. He had no dealer distributorship of his own. If you wanted one of his cars, you had to come to Detroit to buy one. Now, let’s turn the page and take a look at Allender’s creations:
“Today, seven of the original thirty-some cars thought to have been produced are known to exist.”