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 saw this one on Hemmings too and thought about sending it in – LOL! Definitely right up the BF alley!
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.
Muy loco on price given the condition issues. I always thought these were a decent effort to emulate a 1957 Eldorado Brougham.
I agree with you, Doremonger, but even though they were more expensive, the interior should have been more Cadillac-like. At the very least, put on a Cadillac steering so you have a Cadillac emblem to look at.
The chrome on this needs work, whether just a polish or recommended, it’s going to be expensive.
At this price, he’s stuck with this car for a very long time.
El Crappo.
This is definitely a case where rare doesn’t necessarily mean valuable. Dream on.
As seems the theme with the rich, clearly more money than brains.
Its not worth anywhere near this price, its ugly, not a good idea nor design. Like a Fiero Testarossa, its an insult to both cars and the intelligence of those who dont fall for lipstick on a pig.
The only redeeming quality is the power windows.
Also, AGAIN, not a ‘barn find’
booooo !
150K I guess the seller can always dream.
Oh no, not the El Morocco!!
Hemmings also has a blue four door for sale at 125K Looks like it is in much better shape and i think the four door looks better than the two door.
The blue one looks like the one that was listed on this sight in 2022. The seller wanted $349,999 back then. I don’t know if its the same seller, but if it is, it sure came down in price. I agree the 4 door does have better lines than 2 door. I think I would rather have a stock ’57 Chevy.
Here’s the one Todd wrote up in 2022, is that the same one shown on Hemmings? (good catch, geezerglide 85!)
https://barnfinds.com/1-of-4-1957-chevrolet-el-morocco-brougham/
I agree. The Blue on one Hemmings looks like a full body-off restoration. A much better buy IMO.
Surprised there’s no Continental kit on the back.
I’ve seen this car in person, it’s very nice. It came out of a collection in Colorado and sold at auction last fall for $62K
Even that is an amazing price.
That would have helped it for sure angliagt. $ 150,000 ? ? ? Don’t see it.
Seriously? People try to position these as some kind of important tangent to the tri-Chevy story line? OMG.
Had these things been authorized and contracted out by GM, then maybe this would be a very different story. They’d also would have been fuelies and convertibles.
But, alas, it turns out that GM would have preferred that you buy a real Cadillac, if that’s what you wanted. And since there were only 27 of these made, most other people felt the same. End of story line.
If there was ever a “catch the falling knife” car, this is it. One last gasp at trying to attract 6 figures. 10 years from now, you’ll be lucky to get the value of the underlying Chevy.
Chevalac…Chevy up front, Caddy in the back.
Rare does not mean valuable
Maybe this is why Cadillac decided to make the Cimarron out of the Cavalier…
The seller is in Atherton California, the 150 large is for his property tax!!!!
The old adage, rare does not equal valuable, certainly applies here!
$1500 maybe.
Cool to read the fins were made from fiberglass! I like the ‘Olds Fiesta’ waffle-back hub caps. Had a set on my ’50 chebbie.
I agree with you, Doremonger, but even though they were more expensive, the interior should have been more Cadillac-like. At the very least, put on a Cadillac steering wheel so you have a Cadillac emblem to look at.
The chrome on this needs work, whether just a polish or rechromed, it’s going to be expensive.
At this price, he’s stuck with this car for a very long time.
They could have done more with the front end as well as the interior.
The front still looks like ’57 Chevy and those parking lights look like backup lights the glued onto the corners of the bumpers. Maybe if they put the Dagmars further in there would be room for better parking lights.
The 4 door is nicer looking, also, but if they really wanted Cadillac-est, suicide doors would have sealed the deal.
Angel, by the time they’d have made all of those additional Cadillac mods, it would have been more expensive than a Cadillac. So…just buy a Cadillac.
This car is nothing more than a visual curiosity. It’s not at all “collectible”, although some people seem to have been convinced to pay collectible prices for some of these variants in the past. You never know if that one, lone buyer is out there somewhere. I doubt it, going forward.
The hype surrounding this El Morocco story is some spectacular hyperbole, based on reading the other ads about these things that are posted here. Just because one or two car guys says it’s valuable, rare, and important (because they likely own one), does not make it so in the larger car world.
Whatever helium is left in the price of these things is going to evaporate quickly from here on out. The real tri-Chevy market is already soft. These are just tagging along, posing as an important adjunct, but they offer nothing significant beyond oddity and another goofy car guy’s failed attempt at establishing a car marque.
Very few of those stories are worth much unless there are significant race cars involved, like Curtis and Cunningham and Shelby. Tucker is an exception, but it’s also a real car, not some cosmetic git-up.
The more time that passes the less that anyone will care about these things at all.
https://bid.ascentauction.com/auctions/24743/lot/14507-1957-chevrolet-el-morocco-vin-vc57f166763-red
Thanks Doug,
But again, no Cadillac steering wheel or power windows, but at least it did have a/c.
Seems like the Barnfinds comment section has turned into a peanut gallery with a bunch of Negative Nancys that know nothing about cars but every one that isn’t pristine is a $1500 car. (Picture Bugs Bunny saying, What a Maroon”) There’s a reason this car sold for $62k once, and true auto enthusiasts know why.
Because it has welded on Cadillac fins and some other doo dads?
That’s really all that’s here.
Boys ,boys………..it will never be worth $150,000…………..end of story
interesting concept but 150k?..ummm,nope….