The 1968 Chevrolet Impala stands as a powerful symbol of the dramatic transformation the American auto industry underwent throughout the 1960s. A mere decade after the sleek and iconic 1958 Impala, its successor showcased a significant shift in design philosophy, responding to changing consumer preferences and a burgeoning market with diverse needs.
From Sleek to Stately: The Impala’s Transformation
The 1968 Impala had undergone a significant growth spurt compared to its 1958 counterpart. It was almost six inches longer and two inches wider, reflecting the industry’s trend toward larger, more spacious vehicles. This growth continued into the early 1970s, illustrating the American fascination with “full-sized” cars. This obsession with size ultimately led to a decline in the popularity of the full-sized Chevrolet, as it became increasingly out of step with the emerging trends favoring smaller, more fuel-efficient vehicles.
Product Proliferation: A Response to a Changing Market
The 1960s saw a surge in product diversification within the American auto industry. Chevrolet, in particular, expanded its lineup significantly. While the Impala remained a popular choice, it was now just one option among a growing family of Chevrolet vehicles, including compacts like the Chevy II and Corvair, the intermediate Chevelle, and the sporty Camaro. This product proliferation aimed to capture a wider range of consumers, each with their own specific needs and desires.
Design Evolution: A Departure from Continuity
Unlike European automakers who often maintained design consistency across model years, American automakers, including General Motors, embraced stylistic evolution. The 1968 Impala bore little resemblance to its 1958 predecessor, showcasing a distinct shift in design language.
The most notable changes included:
- Windshield Design: The upright, Z-shaped windshield of the late 1950s was replaced with a more traditional swept-back design in 1961.
- Side Window Evolution: Flat side-window glass gave way to curved glass in 1965, further accentuating the increasingly curvaceous body style.
- Bumpers as Sculptural Elements: The robust bumpers of the 1950s transformed into delicate, sculptural elements, primarily intended to enhance the vehicle’s visual appeal.
- Integrated Taillights: In 1968, the Impala’s taillights were integrated into the rear bumper, a design choice that prioritized aesthetics over practicality.
These design changes reflected a move away from the boxy, chrome-laden aesthetic of the 1950s toward a more aerodynamic, sculpted look, mirroring the jet age’s influence on design.
Interior Design: Embracing Plastic and Functionality
Inside the 1968 Impala, the growing use of plastics in automotive interiors was evident. This shift toward more affordable and versatile materials contributed to a more functional, albeit somewhat bland, aesthetic compared to the plush interiors of some imported cars. While lacking the luxurious touches found in the higher-end Caprice, the Impala’s interior prioritized practicality and durability.
The End of an Era: The Decline of the Full-Sized Chevrolet
Despite remaining a sales leader, the Impala faced increasing competition from within Chevrolet’s own lineup. The Chevelle, in particular, appealed to buyers seeking a more manageable and sporty alternative to the increasingly bulky Impala.
By 1970, the full-sized Chevrolet no longer accounted for the majority of the brand’s sales, marking a turning point in the American automotive landscape. The era of the large, gas-guzzling behemoths was fading, making way for smaller, more fuel-efficient cars.
The 1968 Chevrolet Impala SS: A Last Hurrah for Performance
The 1968 Impala SS (Super Sport) marked a transition point for the iconic model. While it retained its sporty aspirations, it was no longer offered as a distinct model but rather as an optional package on the Impala lineup. This change, combined with the growing popularity of the more nimble Chevelle SS, led to a decline in Impala SS sales.
Despite its diminished role, the 1968 Impala SS still held appeal for performance enthusiasts. It boasted a powerful 427 cubic-inch V8 engine, bucket seats, and a center console with a floor shifter. However, its size and weight put it at a disadvantage compared to its lighter and more agile rivals.
Legacy of the 1968 Impala: A Reflection of Change
The 1968 Chevrolet Impala stands as a testament to the dramatic shifts that reshaped the American automotive landscape during the 1960s. It reflected the industry’s response to changing consumer preferences, the desire for a wider range of choices, and the growing influence of design trends.
While the Impala continued its reign as a sales leader, its evolution signaled the beginning of the end for the era of massive, gas-guzzling automobiles. The 1968 Impala remains an enduring symbol of a pivotal moment in automotive history, representing both the peak of an era and the dawn of a new age of automotive design and engineering.