THE VAUXHALL CHEVETTE: A CELEBRATION
17 May 2022
Debates about Britain’s first hatchback are often as tedious as The Best James Bond. The Austin A40 ‘Farina’ Countryman of 1959 is probably the original ‘Two Box’ car with a tailgate, while the Austin Maxi of ten years later was the first UK built FWD transverse engine hatch. Suffice to say that when Vauxhall unveiled the Chevette in 1975, it was the first domestically produced three-door saloon. Until 1978 it was also the country’s best-selling hatchback.
Motor thought the new Chevette “an extremely good car” and Car magazine regarded it as “suited to the needs of the British car market more than any other”. However, Autocar wondered if it represented “Vauxhall’s last chance of existence as an independent car designing and producing unit” while What Car was somewhat more upbeat. “We prefer to be analytic rather than patriotic about the cars we test but the Chevette is good – being British is an extra reason for buying it”
There was also much speculation whether it would directly replace the Viva HC, Luton insisted this was far from the case. Indeed, their original plan was to introduce a Cortina sized HD, which would leave a more significant marketing niche for the new model. But, as it transpired, General Motors decreed that Vauxhall should instead offer a version of the Opel Ascona B, to be badged as the Cavalier.
Meanwhile, the increasingly middle-aged looking Viva remained in production for several more years and was ideal for motorists who found the Chevette just too radical.
Vauxhall’s launch campaign deliberately targeted the 28 to 44 age group, leaving the HC for older drivers.
The Chevette was the British interpretation of GM’s compact T-Car range. The Opel Kadett C debuted in 1973 as a two or four-door saloon while Luton developed the hatchback body. The distinctive ‘shovel nose’ was courtesy of Wayne Cherry, Vauxhall’s Head of Styling. According to the somewhat over the top sales copy, the result was than a car; it was “2a lover; it’s a playpen, it’s a camper by the sea”.
Naturally, Luton left very little to chance when prompting their latest model. The Press Launch included a musical production entitled The Company and an elaborate dinner beyond the dreads of most expense accounts. From 2nd May 1975, dealers could screen a ‘Mini Theatre’ presentation fronted by Rodney Bowes. “It’s lively. Its informative. It sells Chevette”. The red example featured in The Likely Lads film was a further PR opportunity.
Perhaps the best illustration of the Chevette’s appeal is this excerpt from the Thames Television Drive In programme. To quote the nattily dressed Richard Hudson-Evans, it was “the best Vauxhall for years”.