The 60s and 70s were a time of new challenges and great change. Environmental concerns, increased as prices and foreign competition led to an unprecedented downsizing of vehicles across all GM vehicle lines. It was the largest reengineering program ever undertaken in the industry, ushering in an age of lighter, aerodynamic and more fuel-efficient vehicles.
In 1971, GM pioneered the use of engines that could run on low-lead or unleaded gasoline. Two years later, General Motors was the first to offer an air bag in a production car. In 1974, GM introduced the most important step in reducing emissions with the catalytic converter. This technology, shared by General Motors, is still used by the entire auto industry.
There were storm clouds on the horizon, however. Germany and Japan, now recovered from the devastation of World War II, began exporting cars to the U.S. in larger numbers, and fuel price shocks sparked consumer interest in these new, more fuel-efficient vehicles. GM rushed to develop smaller vehicles as well, but the company had been too large and too successful for too long to change direction easily, and GM’s undisputed dominance of the U.S. market began to erode.
Company: History & Heritage
Revolution: 1960-1979
Timeline:
The 1960 Corvair:
The 1960 Corvair: GM ushered in a new lineup of smaller cars for all its North American brands with the 1960s-model year Corvair. The Corvair was the first GM car to feature an air-cooled engine.
The 1963 Opel Kadett:
The 1963 Opel Kadett: Adam Opel A.G. celebrated its 100th anniversary with the 1963-model year Kadett. Opel’s first all-new car since World War II, the Kadettewas an immediate hit in the European market.
The 1963 Corvette Stingray:
The 1963 Corvette Stingray: The sleek 1963-model year Corvette Stingray featured Corvette’s first complete re-design and remains a classic among sports car and performance car aficionados.
The 1964 Chevrolet Malibu:
The 1964 Chevrolet Malibu: Today’s Malibu traces its roots to 1963, when Chevrolet introduced the 1964 Malibu. This first Malibu was smaller and sportier than its sister Impala but offered a spacious interior.
Pontiac GTO:
Pontiac GTO: GM established another new market segment, “the muscle car,” with the 1964 Pontiac GTO. It set a new standard for street performance and led the way to other models like the Firebird.
The 1965 Opel GT Concept:
The 1965 Opel GT Concept: Opel unveiled its first concept car, the Experimental Opel GT sports car, at the 1965 Frankfurt Auto Show. Built off the Kadett platform, the car went into production in 1968.
The 1967 Chevrolet Camaro:
The 1967 Chevrolet Camaro: Chevrolet became a leader in the muscle car market with the launch of the Camaro. Cues from its design fueled the resurrection of the Camaro 50 years later as a sleek concept vehicle.
The 1969 Chevrolet Blazer:
The 1969 Chevrolet Blazer: The 1969 Chevrolet Blazer: The Blazer combined the versatility of four-wheel-drive with traditional passenger car conveniences such as power steering and brakes, paving the way for future SUVs.
The Lunar Rover:
The Lunar Rover: GM and Boeing worked together to develop and produce the Lunar Rover, driven on the moon by the Apollo 15 astronauts. GM was responsible for the vehicle’s propulsion and mobility systems.
The 1977 Chevrolet Impala:
The 1977 Chevrolet Impala: In the wake of rising oil prices, General Motors launched down-sized versions of all its full-size and luxury cars built and sold in North America beginning in 1976.
