October 5, 2016 – Motor City Radio Flashbacks

From the MCRFB NEWS archive: 1966

DETROIT — The Chevrolet division of General Motors has thrown its hat into the tape CARtridge ring as it announced Monday (September 12) that it will offer cartridge playback units as optional equipment on most of its 1967 models.

The entry of General Motors into the field marks the second car manufacturer to embrace the cartridge concept on a factory-installed basis. Ford Motor Co. has offered 8-track continuous loop equipment since the beginning of the 1966 car year. Chrysler has jumped aboard the cartridge caravan following Ford, and American Motors disclosed it will offer players this year. Thus all four major car makers are in the field.

The unit on the Chevrolet will be 8-track continuous loop. This dispels all rumors that the division was eying the Philips 4-track reel-to-reel cassette. “We decided on the 8-track solid-state stereo player after nearly two years of study to find the best possible type,” a spokesman for the company said.

E. M. ESTES General Manager Chevrolet Division, photo circa 1970 (click image for larger view) — **E. M. ESTES,** General Manager Chevrolet Division, press photo circa 1970 *(click image for larger view).*

Offered as a factory or dealer-installed option, the unit will be manufactured by General Motors’ Delco division. Cost of the accessory has not been determined. “We expect the tape cartridge player to become an important seller among the 400 options and accessories offered by Chevrolet,” said E. M. Estes, GM vice -president and Chevy general manager. The 8-track player will be available in all Chevrolet models except the Corvette and Chevy II.

The deck, mounted on the lip of the instrument panel, may be installed with an AM-FM push-button radio and FM stereo Multiplex to provide a “complete music center on wheels.” Four speakers, one in each corner, are mounted in the car.

Chevrolet has also disclosed a deal with RCA Victor in which the record company will furnish one tape cartridge to be given away by Chevy dealers when the customer orders a playback unit for his new car. The cartridge features Lorne Greene narrating a musical tour of the U. S. The cartridge will not be available elsewhere.

The tape cartridge unit will receive prominent play in all new model advertising run by the company. Also a special promotion package will be sent to dealer salesmen. The package contains window posters and literature on the product. Salesmen will be given special information on the playback equipment features. The unit will also be displayed on Chevrolet television commercials. END

DETROIT — At press time, both the Pontiac and Oldsmobile divisions of General Motors revealed that they would offer 8-track tape CARtridge playback units as factory-installed, optional equipment on their 1967 lines. Buick and Cadillac will not offer the equipment this year. A full report will follow next week. END