A textiles businessman liked the looks of the 1950s Cadillac Eldorado but thought a cheaper version could be built on a Chevrolet platform. So, in 1956 and 1957, he built an estimated 27 El Morocco’s, which were Chevies with Caddy-style tailfins. They were more expensive than a then-current Bel Air, so the endeavor didn’t go any further. This rare 2-door hardtop is an older restoration with 100,000 miles and has high-gloss red primer, suggesting it’s ready for fresh paint. Located in Atherton, California, this “Chevdorado” is available here on Hemmings for $150,000 (though you’re welcome to make an offer).
The El Morocco was conceived by Canadian businessman Reuben Allender, who was able to trademark the name he chose so as not to get sued by Cadillac. Allender was in the textile business but somehow set up a customizing shop to convert 1956 and 1957 Chevrolet 210s and Bel Airs into his hybrid Chevy/Caddy. Though the cars were Chevies below the skin, they were legally registered using the El Morocco brand. The appearance of the cars, like this ’57 Sport Coupe, looked like a Chevy that had been spun around a couple of times in a blender.
Major differences from the base Chevies were the Eldorado-like tailfins that were grafted at the rear. The front grille was modified, and Caddy-like bumper guards were hung on. Using the seller’s car as an example, the interiors looked no fancier than that of a contemporary Bel Air, so the vision of making the El Morocco more of a Cadillac than a Chevy may be a stretch. At the core of the El Morocco was a Chevy 283 cubic inch V8 and a 2-speed Powerglide automatic.
We’re told this car has been restored, but not recently, and the original 283 has been rebuilt. Power steering, brakes, and windows are on board, just like a Cadillac. The interior was redone in OEM materials and still presents well. But the paint, likely redone during the older resto, is in need of it again. The seller believes the total El Morocco population was 27 and just a half-dozen were coupes like this one. So, it is the rarest of the rare, and that is reflected in the asking price. Could you take a current ’57 Bel Air and turn it into an El Morocco for less money?
Nice work, Russ! I just sent this tip in this morning, and you’ve already researched it and written the article! I don’t know if I’ve seen a two-door version before, but Todd wrote up a four-door sedan a couple of years ago, I think. I like it, but dang, $150k.
I saw a restored one at the 2025 Mecum auction in Indianapolis…very cool
I first learned about these in a classic car magazine in the 80’s and thought they were really nicely done. I believe there were black and white photos of men doing the body work on these. Russ, great write up and a lot of research too. Nice find too on a very rare ’57 Chevy variation too
This is the one. Great write up from 1986. Thanks again Russ amd Scotty.
150K? More like El Loco.
This is definitely a case where rare doesn’t necessarily mean valuable. Dream on.
150K I guess the seller can always dream.
Oh no, not the El Morocco!!