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Username Post: 1954 Delray Club Coupe & the 4 year birth of a new series        (Topic#366377)
RAM_51 
"5th Year" Silver Supporting Member
Posts: 6099
RAM_51
Loc: Yakima, WA. USA
Reg: 12-28-02
09-11-21 10:54 AM - Post#2826890    

I got into a fairly in depth discussion on a Facebook page dedicated to 1949-54 Chevrolets. Let me be the first to say that I am not afraid to admit I am wrong, if indeed I am. The subject was the 1954 Club Coupe.

My position was that in 1954, the 2-Door Sedan that had the full vinyl interior was called the Club Coupe, while the person I was discussing this topic with contended that it was known as the Delray. After some discussion, Jason, the person I was having this debate with provided evidence that it was called what he had specified - namely the Delray.

It was interesting, I thought, that the only proof he offered was in the form of magazine advertising and not on anything that could be considered an "official" Chevrolet or GM publication...showroom literature or something of that nature...it seemed magazine advertising was the only proof he was able to provide. Some ads used the term "Delray" in very small print while others omitted it completely.

I conceded that the 1954 Club Coupe, in some advertising campaigns, did call the car the Delray but on an extremely limited basis. It is also interesting to note that in 1955, the 2-Door model with the all vinyl interior WAS called the Delray Club Coupe even in showroom literature; this continued in 1956 and 1957 model years. In 1958, however, the Delray had obviously been accepted to the point of becoming its own Series.

I find it interesting how Chevrolet first used magazine advertising to introduce a new name, then "official" Chevrolet literature, and finally, as a new series.

In the images below, you can see the small print below the magazine ad for the 1954 Club Coupe, below that are two scans from the 1954 pocket brochure...I added the cowl numbers and information below each vehicle [note that the term "Delray" is not used], and a scan from the 1958 Engineering Features book clearing showing the badge that the Delrays carried.

Attachment: 1954_Delray_Coupe_1.jpeg (3.39 MB) 2 View(s)




Attachment: 1954_Delray_Club_Coupe_3.jpg (1.76 MB) 4 View(s)




Attachment: 1958_Series_Chevrolet_Engineering_Book.jpg (998.88 KB) 1 View(s)




1951 Fleetline Preservation
'51 Fleetline DeLuxe 2 DOOR SEDAN (Fathom Green)
'51 Styleline Special BUSINESS COUPE (Shadow Gray)
'53 6500 Dump Bed (Oxidized Red)
'50 Styleline DeLuxe 4 DOOR SEDAN (Mist Green)


 


Davesblue50 
Newbie
Posts: 18

Age: 63
Loc: South Texas
Reg: 08-25-21
09-11-21 01:02 PM - Post#2826896    
    In response to RAM_51

Learn something new everyday. Never heard the name Delray used before 1958.



 
RAM_51 
"5th Year" Silver Supporting Member
Posts: 6099
RAM_51
Loc: Yakima, WA. USA
Reg: 12-28-02
09-11-21 01:43 PM - Post#2826898    
    In response to Davesblue50

  • Davesblue50 Said:
Never heard the name Delray used before 1958.


For 1954, so far, I've only seen it in very small print and on an extremely limited basis and then, ONLY in magazine advertising. By 1955, it was used in Chevrolet brochures and this continued in '56 and '57 [shown below]. And of course, in chrome plated pot metal attached to the rear quarters / doors as a series unto itself in 1958. Now you know the rest of the story!


Attachment: 1955-1957_Delray_Club_Coupe_Brochure_Images.jpg (876.84 KB) 1 View(s)




1951 Fleetline Preservation
'51 Fleetline DeLuxe 2 DOOR SEDAN (Fathom Green)
'51 Styleline Special BUSINESS COUPE (Shadow Gray)
'53 6500 Dump Bed (Oxidized Red)
'50 Styleline DeLuxe 4 DOOR SEDAN (Mist Green)


 
alltak 
"13th Year" Silver Supporting Member
Posts: 309
alltak
Loc: dallas texas
Reg: 10-04-04
09-11-21 09:23 PM - Post#2826916    
    In response to RAM_51

Interesting, I always considered mine a Delray..

It is on the 1954 price list on Keith's site



Edited by alltak on 09-11-21 09:36 PM. Reason for edit: No reason given.

 
RAM_51 
"5th Year" Silver Supporting Member
Posts: 6099
RAM_51
Loc: Yakima, WA. USA
Reg: 12-28-02
09-11-21 09:57 PM - Post#2826917    
    In response to alltak

  • alltak Said:
I always considered mine a Delray


I'm not sure what price list you're referring to, but your car would only be a Club Coupe (Delray) if the Style No. on the under hood cowl data plate says 54-1011WA.

1951 Fleetline Preservation
'51 Fleetline DeLuxe 2 DOOR SEDAN (Fathom Green)
'51 Styleline Special BUSINESS COUPE (Shadow Gray)
'53 6500 Dump Bed (Oxidized Red)
'50 Styleline DeLuxe 4 DOOR SEDAN (Mist Green)


 
johnwd98 
Contributor
Posts: 577
johnwd98
Age: 72
Loc: Little Falls, MN
Reg: 09-05-10
09-12-21 04:36 AM - Post#2826922    
    In response to RAM_51

I once looked up the "book" value for a 54 210 for a friend, it listed both the 210 and, the 210 Delray separately. It seemed Delray was the name of the option for an all-vinyl interior. It also seems as though the Delray option was only available in the 54-57 210 series. For 58 it was its own model, in fact I had a 55 210 with the Delray optional vinyl interior. I've only ever seen it in black and white vinyl in a 55. I also had 58 Delray at one time, taxi cab level vinyl seats and a rubber floor mat front and rear. I thought it was a great car, no horse power robbing extras like power steering and with no options, lighter weight. By the way, the magazine I found this info in was, Old Cars Report Price Guide.

1950 Fleetline, 355 TBI, mild cam, 700R4, 3.73 posi rear Blazer axle, MII front. P/W, Remote door and trunk locks, GM cruise control, A/C.
https://www.flickr.com/photos/54237519@N00/a lbums


 
RAM_51 
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Posts: 6099
RAM_51
Loc: Yakima, WA. USA
Reg: 12-28-02
09-12-21 05:18 AM - Post#2826924    
    In response to johnwd98

  • johnwd98 Said:
It seemed Delray was the name of the option for an all-vinyl interior.


That's not really correct. Chevrolet in all of their showroom literature that I've found simply called the 1954 car with the all vinyl interior the CLUB COUPE....and nothing else. Nowhere is this called an option....the interior was part and parcel of the car called the Club Coupe. The vinyl interior is what you got when you purchased that particular car.

This image below is directly from the showroom catalog for the 1954 2-Door with the all vinyl interior....the Club Coupe. Note that the name "Delray" is not mentioned once. Again, it would seem that only the advertising department was promoting the name Delray in association with the Club Coupe.

Look back at my previous post and you will see the 2-Door Sedan and the Club Coupe side by side taken from a "pocket brochure" that were available at the showroom and from salesmen. They are identical except for the interiors installed and the cowl data plate [different Style Numbers shown] that designated one as the 2-Door Sedan, the other the Club Coupe. Again...nowhere is the name "Delray" or "Delray option" mentioned. The brochure calls the car the Club Coupe; "This brand-new Chevrolet model". It is not a 2-Door Sedan with a vinyl interior option.


Attachment: 1954_Chevrolet_Two_Ten_Club_Coupe.jpeg (3.13 MB) 2 View(s)




1951 Fleetline Preservation
'51 Fleetline DeLuxe 2 DOOR SEDAN (Fathom Green)
'51 Styleline Special BUSINESS COUPE (Shadow Gray)
'53 6500 Dump Bed (Oxidized Red)
'50 Styleline DeLuxe 4 DOOR SEDAN (Mist Green)


 
alltak 
"13th Year" Silver Supporting Member
Posts: 309
alltak
Loc: dallas texas
Reg: 10-04-04
09-12-21 06:45 AM - Post#2826929    
    In response to RAM_51

Link to the 1954 Chevrolet price list

http://www.oldcarbrochures.com/static/NA/Chevrolet...




 
RAM_51 
"5th Year" Silver Supporting Member
Posts: 6099
RAM_51
Loc: Yakima, WA. USA
Reg: 12-28-02
09-12-21 07:58 AM - Post#2826930    
    In response to alltak

The price list you sited is above the dotted line (date unknown) while the 1954 Chevrolet Passenger Car Specifications (dated 12/18/53) is below the dotted line. Again, yours would only be a Club Coupe / Delray if it has the Style No. shown [54-1011WA] is on the cowl data plate.

Attachment: 1954_Club_Coupe___Delray_.jpg (370.29 KB) 0 View(s)




1951 Fleetline Preservation
'51 Fleetline DeLuxe 2 DOOR SEDAN (Fathom Green)
'51 Styleline Special BUSINESS COUPE (Shadow Gray)
'53 6500 Dump Bed (Oxidized Red)
'50 Styleline DeLuxe 4 DOOR SEDAN (Mist Green)


 
eplantage 
Frequent Contributor
Posts: 2479

Loc: Southern MN
Reg: 03-15-04
09-13-21 03:40 AM - Post#2826979    
    In response to RAM_51

Very interesting.

Age: 67 at the moment
1950 Chevrolet Sedan Delivery
1953 BelAir Convertible Project
2002 Heritage Springer FLSTSI
1930 Model A Standard Coupe


 
johnwd98 
Contributor
Posts: 577
johnwd98
Age: 72
Loc: Little Falls, MN
Reg: 09-05-10
09-13-21 04:26 AM - Post#2826981    
    In response to RAM_51

So, my choice of words was not the best " It seemed Delray was the name of the option for an all-vinyl interior."
The 210 Delray coupe or club coupe was a separate model. I believe 1954 was the first year that 2 door sedan and club coupe were the same body (this statement may start a new controversy). Delray was not an option you could order in the 210. 1954 was the first year 210 Delray was a different "choice" or model all in its own. Chevrolet is causing some of the confusion with their brochures.

1950 Fleetline, 355 TBI, mild cam, 700R4, 3.73 posi rear Blazer axle, MII front. P/W, Remote door and trunk locks, GM cruise control, A/C.
https://www.flickr.com/photos/54237519@N00/a lbums


 
Snegrah 
"5th Year" Platinum Supporting Member
Posts: 160
Snegrah
Loc: Pacifica, CA.
Reg: 04-28-04
09-13-21 05:09 AM - Post#2826986    
    In response to johnwd98

Was there a 150 model made that had no side trim and that was the "coupe"? It was a sedan body and not the short rear side window "coupe" body. Did it come with no back seat and fixed rear windows?

Tom

51 Chevy Bus. coupe 261 6cyl 5 speed
53 Chevy Bus. coupe 350/700R/AC
49 Chevy P.U. 350/700R/AC
51 Chevy sedan delivery - project


Edited by Snegrah on 09-13-21 05:09 AM. Reason for edit: No reason given.

 
RAM_51 
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Posts: 6099
RAM_51
Loc: Yakima, WA. USA
Reg: 12-28-02
09-13-21 05:35 AM - Post#2826991    
    In response to johnwd98

  • johnwd98 Said:
Chevrolet is causing some of the confusion with their brochures.


It's my contention that the Advertising Department, more than anyone, was causing the confusion as the very small word "Delray" appeared primarily in ads and not in any brochure that I've been able to find. My contention is that it's the way Chevrolet, through an ad campaign, was trying to "condition the public" to what was to happen in the years ahead.

Yes, the true coupe (shorter) roof line disappeared in 1953. The name "coupe" was drug forward into 1954 and applied to the car with the all vinyl interior and same roof line as all other 2-Door Chevrolets excluding the Sport Coupe.

  • Snegrah Said:
Was there a 150 model made that had no side trim and that was the "coupe"? It was a sedan body and not the short rear side window "coupe" body. Did it come with no back seat and fixed rear windows?


As far as 2-Door 150 models, there was a 150 2-Door Sedan. It had a rear seat and roll down rear side windows and 150 Utility Sedan; which did not have a rear and and fixed rear side windows. Again, it used the same roof that was used in other 2-Door models excluding the Sport Coupe.


1951 Fleetline Preservation
'51 Fleetline DeLuxe 2 DOOR SEDAN (Fathom Green)
'51 Styleline Special BUSINESS COUPE (Shadow Gray)
'53 6500 Dump Bed (Oxidized Red)
'50 Styleline DeLuxe 4 DOOR SEDAN (Mist Green)


 
eplantage 
Frequent Contributor
Posts: 2479

Loc: Southern MN
Reg: 03-15-04
09-13-21 05:48 AM - Post#2826993    
    In response to

Another clue to the lower priced trim lines probably would have been the presence of the rubber gravel guards.

Age: 67 at the moment
1950 Chevrolet Sedan Delivery
1953 BelAir Convertible Project
2002 Heritage Springer FLSTSI
1930 Model A Standard Coupe


 
RAM_51 
"5th Year" Silver Supporting Member
Posts: 6099
RAM_51
Loc: Yakima, WA. USA
Reg: 12-28-02
09-13-21 05:55 AM - Post#2826996    
    In response to eplantage

  • eplantage Said:
Another clue to the lower priced trim lines probably would have been the presence of the rubber gravel guards.


Belair = full blown trim including the word Belair on the rear quarters
210 = single side spear and stainless gravel guards, The Delray Coupe / Club Coupe was a 210.
150 = no side trim, rubber guards on the quarters.



1951 Fleetline Preservation
'51 Fleetline DeLuxe 2 DOOR SEDAN (Fathom Green)
'51 Styleline Special BUSINESS COUPE (Shadow Gray)
'53 6500 Dump Bed (Oxidized Red)
'50 Styleline DeLuxe 4 DOOR SEDAN (Mist Green)


 
Snegrah 
"5th Year" Platinum Supporting Member
Posts: 160
Snegrah
Loc: Pacifica, CA.
Reg: 04-28-04
09-13-21 10:40 AM - Post#2827020    
    In response to RAM_51

  • RAM_51 Said:
  • eplantage Said:
Another clue to the lower priced trim lines probably would have been the presence of the rubber gravel guards.


Belair = full blown trim including the word Belair on the rear quarters
210 = single side spear and stainless gravel guards, The Delray Coupe / Club Coupe was a 210.
150 = no side trim, rubber guards on the quarters.





Yes, the 150 was the business coupe or Utility Sedan. I think that's the first time I heard "Utility Sedan". Club Coupe was a 210 = Delray???

I've had almost every two door made in 53-54. 53 coupes (THREE - 150 business, 150 club coupe, 210 club coupe), hardtop, sedans Belair and Delray.

Can you tell I like these cars?

Tom


51 Chevy Bus. coupe 261 6cyl 5 speed
53 Chevy Bus. coupe 350/700R/AC
49 Chevy P.U. 350/700R/AC
51 Chevy sedan delivery - project


 
RAM_51 
"5th Year" Silver Supporting Member
Posts: 6099
RAM_51
Loc: Yakima, WA. USA
Reg: 12-28-02
09-13-21 11:07 AM - Post#2827023    
    In response to Snegrah

150 Series for 1953 and 1954:

1953:
4-Door Sedan
2-Door Sedan
Club Coupe [short roof]
Business Coupe [short roof]
Handyman 4-Door Station Wagon
Sedan Delivery

1954:
4-Door Sedan
2-Door Sedan
Utility Sedan
Handyman 4-Door Station Wagon
Sedan Delivery



1951 Fleetline Preservation
'51 Fleetline DeLuxe 2 DOOR SEDAN (Fathom Green)
'51 Styleline Special BUSINESS COUPE (Shadow Gray)
'53 6500 Dump Bed (Oxidized Red)
'50 Styleline DeLuxe 4 DOOR SEDAN (Mist Green)


 
Snegrah 
"5th Year" Platinum Supporting Member
Posts: 160
Snegrah
Loc: Pacifica, CA.
Reg: 04-28-04
09-13-21 02:23 PM - Post#2827032    
    In response to RAM_51

  • RAM_51 Said:
150 Series for 1953 and 1954:

1953:
4-Door Sedan
2-Door Sedan
Club Coupe [short roof] HAD A BACK SEAT
Business Coupe [short roof] NO BACK SEAT
Handyman 4-Door Station Wagon
Sedan Delivery

1954:
4-Door Sedan
2-Door Sedan BACK SEAT
Utility Sedan BACK SEAT??????
Handyman 4-Door Station Wagon
Sedan Delivery





Horse ...ALMOST dead...


51 Chevy Bus. coupe 261 6cyl 5 speed
53 Chevy Bus. coupe 350/700R/AC
49 Chevy P.U. 350/700R/AC
51 Chevy sedan delivery - project


 
RAM_51 
"5th Year" Silver Supporting Member
Posts: 6099
RAM_51
Loc: Yakima, WA. USA
Reg: 12-28-02
09-13-21 03:42 PM - Post#2827034    
    In response to Snegrah

150 Series for 1953 and 1954:

1953:
4-Door Sedan
2-Door Sedan
Club Coupe [short roof] HAD A BACK SEAT fixed rear quarter window
Business Coupe [short roof] NO BACK SEAT fixed rear quarter window
Handyman 4-Door Station Wagon
Sedan Delivery

1954:
4-Door Sedan
2-Door Sedan BACK SEAT
Utility Sedan NO BACK SEAT fixed rear quarter window
Handyman 4-Door Station Wagon
Sedan Delivery

1951 Fleetline Preservation
'51 Fleetline DeLuxe 2 DOOR SEDAN (Fathom Green)
'51 Styleline Special BUSINESS COUPE (Shadow Gray)
'53 6500 Dump Bed (Oxidized Red)
'50 Styleline DeLuxe 4 DOOR SEDAN (Mist Green)


 
Snegrah 
"5th Year" Platinum Supporting Member
Posts: 160
Snegrah
Loc: Pacifica, CA.
Reg: 04-28-04
09-13-21 08:43 PM - Post#2827055    
    In response to RAM_51

RAM_51

Ok, the horse is glue.

Thanks,

Tom



51 Chevy Bus. coupe 261 6cyl 5 speed
53 Chevy Bus. coupe 350/700R/AC
49 Chevy P.U. 350/700R/AC
51 Chevy sedan delivery - project


 


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