Baby Brougham: The Bel Air-based 1957 Chevrolet El Morocco Has Contemporary Cadillac Style
It was Harley Earl’s vision of imbuing the popular-priced Tri-Five Chevrolets with premium Cadillac styling cues that inspired businessman Reuben Allender to take things even further and create the El Morocco. This fascinating post-factory model was available as a new car in 1956 and 1957, when it’s believed around 30 examples were built in convertible, two-door hardtop, and four-door hardtop body styles, and sold at prices that substantially undercut Cadillac MSRPs. Fewer than 10 examples are known to exist today.
Baby Brougham: The Bel Air-based 1957 Chevrolet El Morocco Has Contemporary Cadillac Style
One of those rare survivors is this California-based 1957 El Morocco two-door hardtop, which represents a restoration project that appears largely complete in photos. Based on a well-equipped Bel Air coupe, the car sports a rebuilt 283-cu.in. V-8 mated to a Powerglide automatic transmission.
Inspired By General Motors’ Finest
Cadillac’s glamorous Eldorado provided the inspiration for both the similar-sounding El Morocco name, and the boldly trimmed tailfin styling of this model based on the best-selling Bel Air. The 1956 model featured fiberglass body modifications engineered by Cyril Olbrich, along with special “Dagmar”-topped front bumpers (actually 1937 Dodge truck headlight buckets, facing backwards!) and body side trims. This car cost between $3,250 and $3,400 –about $1,000 more than a standard Chevrolet convertible and $1,000 less than an Eldorado.
This 1957 Cadillac Eldorado Brougham, publicized in a Hemmings Classified ad, sold for $80,500 during a November 2024 auction. Note how the El Morocco’s body side trim, tailfins, and rear bumper design echoes those on the Brougham.
The striking new 1957 Chevrolet would prove even more adaptable to the 1957 Cadillac Eldorado treatment. In the case of this 1957 Bel Air two-door hardtop-based El Moracco coupe, the styling particularly echoes that of the flagship Eldorado Brougham, especially from the rear quarter. While the 1956 El Morocco cars featured fiberglass tailfins, 1957 variants featured all-steel body modifications overseen by Allender employees Robert Thompson and Bill Barger. Their interiors were largely unchanged save for the addition of engraved plaques on the steering wheel hub and dashboard, but outside, El Moroccos sported a stainless steel egg crate grille, a smoothed hood and front fenders, special bright metal trimmings, and 1955 Dodge taillights faired into their rear bumper sections.
These cars rarely change hands, making this an unusual opportunity. This 1957 El Morocco coupe needs work to get back on the road and looking great. Can you envision finishing it and enjoying driving and showing something this genuinely special?
“One of 27 built, maybe six 2 door hardtops exist. Older restoration, original 283 rebuilt. Powerglide, PS, PB, PW. Nice OEM interior. Solid body currently finished in high-end red primer.”
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