Chevy Master Deluxe: Major Design Milestones for Chevy
The 1940 Chevy Master Deluxe was more than just a fancy pre-World War II car. The car was loaded with features that have remained in cars today. It was also full of unique trim and designs that set it apart from other cars of the day.
One of the most memorable features was the 30-hour clock. This new feature was placed in the dashboard of the Master Deluxe. Many of these clocks were made by Phinney-Walker, which started making car clocks for Rolls Royce and the original Model-T Fords. The name “30-hour clock” had to with the fact that the clocks had to be wound every 30 hours. Other than the dash, the clocks were also placed in rearview mirrors, too. Prior to the Master Deluxe, most drivers had to add their own clocks as an after-market accessory.
When it came to designing the actual car, Chevy made sure that it was different. The 1940 Chevy Master Deluxe was made from stainless steel and plastics, which was a first for Chevy. The car had a heavy stainless steel hood and the front was designed to emulate a royal clipper ship with a definite point at the front.
Along with the mixed textiles, the car had many features that made it just as nice as the higher end Buicks. Chevy put dual wipers and dual air horns on the car, so it could hang with the better makes. The steering wheel was covered in horn, to make it more luxurious. The exterior was trimmed with a stainless steel belt that circled the car a few inches below the top of the hood. The hood was timelessly appointed with hood ornaments that looked like Art Deco airplanes or birds, and often a hybrid of the two. Many of the Master Deluxe models had interior upholstered in luxurious mohair.
These special appointments set the Chevy Master Deluxe apart from other makes and models. Chevy’s high end car could be purchased for under $800 new in 1940, but a supremely restored model today can be purchased for around $25,000.