In the 1950s, Cadillacs were the standard-bearers of American style.
Imagine a classic Chevrolet dressed up to look like a luxurious Cadillac from the same era. That unusual concept briefly existed in the mid-1950s as the El Morocco, the dream of a Canadian businessman.
The El Morocco story belongs to Canadian textile magnate Reuben Allender. Allender made his fortune by turning surplus goods into hard cash. For instance, at the end of World War, he purchased tens of thousands of parachutes at a bargain price with the idea of unwinding them and selling off the string as a fishing line.
This entrepreneurial spirit would drive Allender to do what others might consider preposterous.
Impressed by his 1955 Cadillac Eldorado, Allender felt that he could recreate its elegance and prestige, but lower the price by basing his dream car on the contemporary Chevrolet Bel Air. He already had all the surplus parts anyone could ever want stashed in his many warehouses. Over the years, he had secured contracts all over Detroit with dealers to purchase convertibles at discounted prices.
Read also: Tangier's Luxurious Villa Josephine
When Chevrolet rolled out its newly redesigned 1955 model, not only did it sport the first new small-block V8 engine since 1912 (one that powered some of Chevrolet's coolest vehicles), but its styling dripped with elegance making it look strikingly similar to a Cadillac.
Allender went to Creative Industries, the independent firm responsible for both the Packard Panther and Ford Atmos. That's where he met Cyril Olbrich. Allender wanted to design a Chevy "Bel Air Brougham," a high-end automobile using a Chevrolet base to make it look like a 1955 Cadillac Eldorado Brougham (one of the best Cadillacs of all time), especially where the rear fins were concerned.
Allender, with the help of Robert Thompson and Cyril Olbrich, began customizing a 1955 Chevy by adding fiberglass fender extensions to the Bel Air that mimicked the fins of his beloved ’55 Eldorado. A few pieces pulled from other cars helped disguise the pedestrian Chevy roots a bit, including 1937 Dodge headlight pods turned backward to emulate the Cadillac’s pointed bumpers.
By the time Allender could actually produce El Moroccos, 1956 Bel Airs were on the market, so the prototype ’55 never went into production. Instead, the modifications were rolled into 1956 models.
Design and Features
For just the 1956 and 1957 model years, Allender pursued his vision of offering Cadillac-inspired style on the more accessible Chevrolet Bel Air platform. Allender & Company brochures from 1957 claim the "Chevrolet base" used to make the El Morocco's were always Bel Airs, but it's also rumored 210s were used for the hardtop versions, while Bel Airs were used for the convertibles. Whatever the case, they took those Chevys and stripped off all the exterior molding, including all Chevrolet badging.
Read also: Argan Oil for Hair
They also removed the standard Chevrolet trim and added specific El Morocco badging and details to complete the transformation. They then cut off the taillights and added fiberglass tail fins using epoxy bonding.
For example, the Dagmar bumpers were made by taking the headlamps from a 1937 Dodge pickup and simply turning them around. The stylized "V" on the hood was Chevy, but the gold badge above the "V" was a Kaiser horn button. The hubcaps came from a J.C. Whitney catalog. The grills on the '57 version were custom-made from stainless steel, but the rear taillamps were surplus Dodge lenses.
Allender used stock parts where possible; for example, the Dagmar bumper elements were reversed 1937 Dodge headlight pods, whereas the taillights were 1955 Dodge units. A Frazer horn button served as a front medallion, and "saddle" pieces on the front door came from dash padding on a Willys.
The V-shaped hood emblem carried over from the Bel Air, but the Chevrolet script was replaced with block lettering proclaiming that this was “El Morocco.” The ’57 grille ditches the Chevy’s center bar and wears an elegant crosshatch.
Drivetrains for all El Moroccos were strictly stock Chevrolet units.
Read also: Architecture of Moroccan Synagogues
The 1956 models were equipped with an OHV 265 cubic inch V8 engine producing 205 hp and went from zero to 60 mph in 10.7 seconds, with a quarter mile time of 18.3 seconds at 76 mph. The car weighed about 3,800 pounds.
Production and Rarity
Over the next two years, around 32 1956 and 1957 Bel Airs were converted to El Moroccos. It is likely that even though the El Morocco cost significantly less than a Cadillac, it was still pricey for a Chevrolet, which would explain the small demand for the car. The primary reason for its low production numbers was the conversion price, which moved it too far out of reach for most consumers.
It was too close to the base price for a Cadillac, plus it is believed that a profit was never made on the El Morocco. Allender always wanted to sell what was, in effect, a "poor man's Cadillac." In 1956, a complete El Morocco sold for $3250, just $807 more than a stock Bel Air convertible.
A 1957 Allender & Company brochure listed the price for a two-door El Morocco Brougham hardtop at $3125, the four-door at $3175, and the convertible at $3275. Meanwhile, the base price for a 1957 Cadillac spanned a wide range.
Allender wanted to build ten El Moroccos a day but, in reality, never came close. No more than 34 total were built between the two years of production. Some sources state that 20 were made in all of '56 and only 14 in '57. No additional El Moroccos were made.
Allender sold between 10 and 20 El Moroccos in 1956 and 1957; ten hardtop sedans, two hardtop coupes, and two convertibles are known to have been created in 1957.
Finding any El Morocco today proves extremely difficult due to its tiny original production numbers.
Even though Allender legally replaced the Chevrolet manufacturer's name with his El Morocco brand on the registration for every car he built, local Chevy dealers still let him sell the car on their lots ... complete with full factory-warranty.
1957 Chevrolet El Morocco Convertible in the Bob Marvin Collection at “The Shed” in Warroad, MN.
A Concours Restored Rarity
This 1957 Chevrolet El Morocco Convertible, a rare and captivating example of American automotive ingenuity, stands as a testament to bespoke craftsmanship and limited production. Set to cross as Lot S179 on Saturday, May 17 during Mecum’s Indy 2025 sale, this 1957 Chevrolet El Morocco Convertible stands as one of only ten examples known to exist from its model year. One of only ten known 1957 El Morocco convertibles in existence, this vehicle has undergone a meticulous concours restoration by Tel Powney of D’Elegance in Fallbrook, California.
Previously part of the esteemed Marv Siesel Collection, this El Morocco features a 283 CI V-8 engine, a Powerglide 2-speed automatic transmission, and a 4-barrel carburetor. Finished in a stunning Harbor Blue with a matching two-tone upholstery, this convertible boasts a NOS power convertible top in a rare color, adding to its allure.
Harbor Blue Haven: A Classic Convertible’s Serene Elegance
The Harbor Blue exterior finish of this 1957 Chevrolet El Morocco Convertible exudes a sense of serene elegance and timeless beauty. The meticulous concours restoration has brought the car’s original splendor back to life, showcasing its distinctive styling and refined details. The NOS power convertible top, in a rare color, adds a unique touch, while the chrome accents and T3 headlights enhance its classic appeal.
283 V8 Power: A Smooth and Classic Cruising Experience
The 283 CI V-8 engine, a hallmark of Chevrolet’s engineering prowess, delivers smooth and reliable performance. The Powerglide 2-speed automatic transmission ensures effortless cruising, while the 4-barrel carburetor provides optimal fuel delivery.
Blue Interior Opulence: A Classic Cabin with Refined Details
The blue two-tone upholstery of this 1957 Chevrolet El Morocco Convertible creates a luxurious and inviting cabin. The restored interior reflects the car’s meticulous craftsmanship, with attention paid to every detail. The pushbutton radio and heater add to the car’s classic charm, while the power-operated convertible top allows for open-air enjoyment.
This Harbor Blue convertible comes from the respected Marv Siesel Collection. It received a meticulous concours-level restoration by Tel Powney of D’Elegance Restorations in California, showing just 78 carefully driven miles since that overhaul was completed. A dependable 283 cubic-inch V8 engine fed by a four-barrel carburetor is linked to a smooth Powerglide two-speed automatic transmission. The restoration attended to details like correct T3 headlights and sourcing a New Old Stock (NOS) power convertible top in a rare light blue color. Inside, two-tone blue upholstery nicely complements the car’s exterior sheen.
A Collector’s Crown Jewel: A 1957 El Morocco’s Rare and Prestigious Legacy
This 1957 Chevrolet El Morocco Convertible, with its limited production, concours restoration, and stunning Harbor Blue finish, is a true collector’s crown jewel.
Indy’s Icon: A 1957 Chevrolet El Morocco Convertible Ready to Shine
This 1957 Chevrolet El Morocco Convertible, with its powerful engine, concours restoration, and rare status, is a perfect companion for shows and collections.
| Feature | Description |
|---|---|
| Engine | 283 CI V-8 |
| Transmission | Powerglide 2-speed automatic |
| Carburetor | 4-barrel |
| Exterior Color | Harbor Blue |
| Interior | Blue two-tone upholstery |
| Convertible Top | NOS power convertible top in rare color |
Today, the El Morocco is a valuable collector's car, with one selling for $181,500 in 2016.
Disclaimer: Vehicle specifications and condition are based on information provided. Prospective buyers are encouraged to conduct their own inspections and verify all information. Modifications and prior restoration work may affect vehicle condition.
Get the latest feature builds, tech, and performance stories from Chevy Hardcore.
Popular articles:
tags: #Morocco
