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© 2010, G. DAVID
Car Collector

Volume III, Issue 11 R3rd Anniversary Edition November 2010

 Car Collecting Today This Day in Time
 Classic Rides With this issue, CCC® em- car collectors. We know you
barks on its third year of publi- are out there! You either are
 Reports From the Field
cation! It is a bit of a milestone, into the hobby in your own
 Oldsmobile (1897-2004) IMHO. I had no idea how long right, or suffer with your mate’s
the venture would continue obsession for old rides. If this
 Cadillac (1902- ) when I started out in November describes you, CCC® really
of 2008. wants your input! I do not feel
 Allanté (1987-1993)
that the car collecting avocation
I am pleased to report that
 Corvair (1960-1969)
is a “good ol’ boy club,” or that
over this period of time over
it should be. It would benefit all
11,500 readers have perused an
of us to learn about the female
edition of CCC®! I find that perspective of the hobby. Who
number absolutely astounding, among you is willing to stand up
given the “cottage industry” and be counted? Let us hear
nature of the operation. from you!
There are negatives too, of
equal note. Even though we are
going into year 3, I have yet to
hear from you. Yes, there have HISTORY DATES OF IMPORT:
been a few questions, from folks
11/5/1863 - James Packard born
spread out far and wide (New 11/3/1900 - 1st auto show in the
This Day in Time 1 Zealand, France, Great Britain in Warren, OH.
U.S. at NYC’s Madison Sq. Garden.
and, of course, the U.S. But 11/28/1895, - First American
there has been little-to-no com- 11/10/1903 - Mary Anderson patents
auto race. Six vehicles, 54 miles
ment, suggestions or contribu- -Chicago to Evanston and back- windshield wiper.
GDYNets 1 tions from you, the readers. through the snow. J. Frank 11/20/1923 - Garrett Morgan patents
On the Web Duryea won; 10 hours at an
The other misgiving is the lack three-position traffic signal.
of any communication from lady avg. speed of 7.3 mph!
Nov. 2008 - CCC® begins publication
The El Morocco 2

GDYNets on the Web
1956 El Morocco 4
WHERE YOU WILL FIND DAVE’S DEN: A website SAVED 62: A website devoted
GDYNets (me) on the WWW: devoted to a myriad of inter- to our 1962 Oldsmobile Dy-
1957 El Morocco 5 ests. Foremost is extensive namic 88 convertible. The site
Dave’s Den - also has a lot of information on
(Photos) information on the “Steel City” of Gary, IN. There are also Oldsmobiles and its founder,
Saved 62 - offerings on steel making, U.S. Ransom Eli Olds.
Coming Next 6 Steel-Gary Works, U.S. Marine THE GRAY LADY: This web-
Issue jeandaveyaros Corps, M14 assault rifle, of
site features our 1955 Cadillac
course Oldsmobile, and the
The Gray Lady - 55 Cad de Ville Coupé de Ville and Caddy infor-
tragic story of the murder of
Car Collector Chronicles - mation.
EMAIL: Gary, IN Police Lt. Geo. Yaros.
Car Collector Chronicles Page 2


Last month we had an in-depth presentation on a rare Chrysler
Corp. related vehicle, the Dual-Ghia. This month, we shall take a
similar look at a GM related vehicle, the El Morocco.

The relationship to GM? A logical question. The answer is, the ve-
hicle is based on a Chevrolet chassis, drive train, body and interior.

Who made the El Morocco, when and why? This article shall at-
tempt to answer those questions.
“The El The El Morocco was the brain child of one Reuben Allender. Allen-
Morocco was der was a Toronto, Ontario transplant who made his money in the pur-
chase and resale of textile surpluses. At one time he actually bought
the brain child surplus parachutes and resold them back to the U.S. government at a
of one Reuben handsome profit, causing both a furor and senate investigation.
Allender. ... The El Morocco resulted from his love for Cadillacs. He wanted eve-
[It] resulted ryone to be able to afford one. Enter the El Morocco, or should one
say Chevrolac, Cadillet or Cadvy? Like the Dual-Ghia, the El Morocco
from his love was short lived. It was available only for the 1956 and 1957 model
for Cadillacs. years.
He wanted Allender purchased factory produced Chevy’s from Detroit’s Don
everyone to be McCullough Chevrolet at $50 over cost. He then proceeded to modify
them in his own Detroit facility to add Cadillac styling cues, such as
able to afford fins, dagmars, etc. Robert Thompson, an experienced tool & die
one.” maker who started working for Allender in 1955, was not only in
charge of the project, but also designed and engineered both the ‘56
and ‘57 editions of the El Morocco. Cyril Olbrich, an experienced fiber-
glass fabricator, was also hired to manufacture and install the car’s
unique fiberglass components.

Let us say, the working conditions were not the best. Vehicle modi-
fication took place on the second floor of the shop. Electricity was
supplied to the second floor by, believe it or not, an extension cord!

For ’56, Caddy style fins, made out of fiberglass were bolted to the
rear fenders. 55 Dodge tail lights, resembling what Cadillac actually
used on the Biarritz model were incorporated into the El Morocco de-
sign. Below the tail light was a dummy exhaust port. The front end
received dagmars fabricated out of 1937 Dodge headlight buckets.

One could purchase the 1956 El Morocco for a mere $850.00 over
Car Collector Chronicles Page 3

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 Chi-
cago’s J. C. Whitney Co.

For ‘57, Allender kept the price the same. Chevy however, had “Today, seven
raised its prices. That meant Allender paid a higher price to acquire of the original
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. To- thirty-some
tal 1957 production is believed to have been 16 cars. Even if there cars thought
was a profit to be had, there were not enough cars produced to yield
a significant income. to have been
produced are
For both model years, about the only available option was a conti-
nental kit. That option added another $150 to the purchase price. known to
Today, seven of the original thirty-some cars thought to have been exist.”
produced are known to exist. Of these, for 1956 only a single exam-
ple remains.

Interestingly, Cadillac never gave Allender the time of day, in terms
of concern. He, obviously, was not perceived as a threat to the mar-
que 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:
Car Collector Chronicles Page 4;;
Car Collector Chronicles Page 5;

1956 - Preceding Page: Note the different tail light

1957 - Only the upper tail lights were functional. Both
the front and rear bumper sport dagmars. The Olds
Fiesta clone wheel covers came with the car from the

All years had stock Chevrolet interiors.
Car Collector Chronicles Page 6;;

Ok, I have had my say for this month. Now it is your turn! I invite/encourage submis-
sion of your comments, opinions and contributions, and ask that you help spread the
word about our pub. Everything sent shall indeed be reviewed by me. Submissions
should be sent to CCC® at: Do feel free to rattle my tree … .


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