An important cab, a doubtful household automotive choose.
What would an eccentric however status-conscious weirdo drive in 1964? The advert seen right here proffers one possibility, albeit a doubtful one. And whereas the Checker commercial options (from left to proper) the silhouettes of a Rolls-Royce, a Bentley, and a Mercedes-Benz operating alongside the highest of the web page, the producers of the Checker Marathon proposed an alternative choice to these automobiles: The Checker Marathon.
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1964 Checker Marathon
At this level, you might be confused. There’s a superb likelihood that you simply’ve by no means heard of the Checker Marathon, and if in case you have, there’s a superb likelihood you didn’t know that actual individuals—versus taxi firms—bought the Marathon.
However actual individuals did buy Marathons, although not very a lot of them. The as soon as legendary purveyor of powerful, dependable, and extremely roomy cabs, Checker periodically tried to make their fleet automobiles palatable to the plenty. The response was usually poor.
Historical past
For these not within the know, the Marathon, a big, ugly, and critically sturdy sedan function constructed for taxi-cab service, was constructed between 1961 and 1982. The cabs featured large trunks, dependable off-the-shelf engines and transmissions, and seating for eight individuals. Actually, eight individuals.
Beneficiant bench seats within the first and second rows accommodated three individuals every, whereas a pair of wierd, diner-counter trying seats made up what was ostensibly as center seating row. The center seats would disappear from the Marathon when seatbelt legal guidelines kicked in.
From 1956 to 1963, the Marathon was supplied is a particular client pleasant trim degree known as Superba. The Superba featured a nicer inside than the work-a-day Marathon, in addition to distinctive exterior trim. A wagon model of the Superba was briefly supplied. Unpopular with the overall inhabitants, the wagon discovered use as a stretch limousine, usually employed by accommodations for airport runs.
Specs
By 1964, the Marathon featured both a Chevrolet 6-cylinder or V8 engine, fitted to both a 3-speed column-shift handbook, or 3-speed computerized transmission. The automated was additionally a Normal Motors unit. Because the Marathon had a popularity for frequently operating 500,000 miles earlier than decommissioning, using easy and inexpensive drivetrain elements was a plus for operators.
Trying again for consumer-oriented adverts for the Marathon, one will get the sensation that the corporate solely tried to promote a number of vehicles to common shoppers when the board felt they wanted to goose earnings a bit.
Professionals and Cons
One downside with the Marathon was that over its lifespan, the automotive’s exterior was on tweaked gently, after which solely uncommon. Launched 1956, the automotive seemed outdated from day one, and aged poorly after that. Whereas the distinct ugly dullness of the cab labored within the favor of taxi fleets—the automotive, particularly in yellow—was simply acknowledged at nice distances—it’s general appears had been Kryptonite to common shoppers. Recall, too, that among the best-looking American vehicles ever constructed had been rolled out within the Sixties.
Couple the Marathon’s uninteresting exterior with an inside designed to endure Steamer trunks, agitated drunks, and vomit, and you’ve got a automotive that was just about unsellable. Be aware, too, that the Marathons didn’t come low-cost; costs began round $3100 in 1963, comfortably greater than a base Chevrolet ($2700).
Remaining Ideas
Whereas we’re fairly positive that this advert didn’t lure even a single Rolls-Royce, Bentley, or Mercedes-Benz Purchaser away from their rides, it could have satisfied a number of low-cost and pragmatic shoppers to have a look at used examples of the Marathon—they actually would have been inexpensive to function.
Marathons at the moment are fairly collectible, with current examples promoting for as little as $6000, and pristine wagons approaching six figures.
Nonetheless, this advert makes us giggle. Everyone knows that weirdos within the Sixties smoked pipes, learn magazines about FM radio, and drove Saabs. Or, for the superior weirdo, a Peugeot.
1964 Checker Marathon Footage
(Click on beneath for enlarged photographs)
