It’s chevrolet day!
Crowds lined up outside dealerships across America on a crisp November morning in 1936, eager to glimpse Chevrolet’s mysterious “Complete Car – Completely New.” For weeks, radio ads and newspaper teasers had promised something revolutionary. At last, on November 7, 1936, Chevrolet revealed the 1937 Chevrolet Coupe, marking one of the most ambitious launches in automotive history.
A nation captivated by a car
Chevrolet’s pre-announcement campaign began on October 18, 1936, and ran for 20 days. Never before had an automaker executed such a large-scale “Pre-Announcement Campaign.” With advertisements in over 6,000 newspapers, 17,000 billboards, and 400 radio stations, Chevrolet reached an estimated 42 million Americans before even revealing the car.
The public was invited to local dealerships to celebrate “Chevrolet Day,” where they could see the new car in person and receive catalogs detailing the specifications and customizations available for the all-new 1937 model. The event became a cultural moment—Americans gathered in showrooms nationwide to witness what the brand promised to be the greatest Chevrolet in history.
The Complete Car, Completely New
The campaign didn’t end there. Throughout 1937, Chevrolet continued to advertise the new model’s success. One magazine ad proudly claimed, “Ten million people viewed the New Chevrolet in the first 24 hours.” By the end of the year, the total reach of the campaign was estimated to have topped 100 million people—an unprecedented figure at the time.
Chevrolet emphasized the model’s “all-new, all-silent steel bodies,” highlighting its comfort, roominess, and advanced engineering. Their efforts paid off: records suggest Chevrolet sold more than 800,000 vehicles that year, solidifying the 1937 Coupe’s place in American automotive history.
Preserving a Legend
Nearly ninety years later, the legacy of that revolutionary day lives on. At Anthony’s Automotive Detailing, we’re proud to preserve a stunning piece of that heritage — Norm Foster’s beautifully restored 1937 Chevrolet Coupe.
Pictured: Norm Foster’s restored 1937 Chevrolet coupe, preserved by Anthony’s Automotive Detailing. Photo by RickyGMedia, Dec 6, 2023
References:
Mac's Motor City Garage. (2021, January 24). 1937 Chevrolet introduction Hold Everything! [Video]. YouTube.
