A Personal Car for Every Person: 1970 Chevrolet Monte Carlo brochure

All images are from the brochure collection of Hemmings Motor News

The introduction of the Monte Carlo was perfectly timed with the advent of what author Tom Wolfe termed the “Me Decade.” So-called “personal cars” – those upscale, luxury-themed two-doors that placed an emphasis on image over practicality – had been around forever, but they came into real focus in the 1960s with cars like the Thunderbird, Riviera and Toronado. Pontiac combined the 118-inch sedan wheelbase with a...

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