THF90538
Drop the top and cruise like a movie star! It sounds like fun. But movie stars live in sunny California— most of us don’t. Convertibles may draw people into showrooms, but sedans take them home. In 1956, only about 2.6% of Chevy customers drove home in ragtops. Despite that fact, the carefree appeal of 1950s convertibles has made them a symbol of that era. Let the wind blow through your hair!
Many entry-level brands—such as Chevrolet—made sleek, powerful convertibles to boost their image. It didn’t matter that convertibles weren’t big sellers.
1956 Chevrolet Bel Air Advertisement, "Man, that Chevy's Really Got It!" / THF100023
After enclosed cars became inexpensive enough for everyone to buy in the 1920s, open cars gained an aura of luxury and adventure. Ads associated the ’56 Chevy with youth, appealing not only to the young but also to those wanting to appear young.
1956 Chevrolet Bel Air Advertisement, "Youth, Beauty, Chevrolet, Action!" / THF100024
Convertibles became show-off cars, perfect for cruising around town, impressing dates, and hanging out. In 1949, these teenagers posed at a drive-in with their Ford convertible. / THF101124
This post was adapted from an exhibit label in Henry Ford Museum of American Innovation.
Additional Readings:
- 1956 Continental Mark II Sedan: “The Excitement of Being Conservative”
- Fozzie Bear’s 1951 Studebaker Commander
- Douglas Auto Theatre Sign, circa 1955
- 1931 Bugatti Type 41 Royale Convertible
20th century, 1950s, popular culture, Henry Ford Museum, Driving America, convertibles, Chevrolet, cars
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