Chevrolet Master De Luxe Sedan

Click Here for Full Screen Image - Click Here to Download Image

There had been no doubt in the mind of William Knudsen, Chevrolet’s Chief Executive, that during the famous closure of the Ford plant to re-tool for the Model A in 1927, Chevrolet would go all-out to sell as many cars as they could make.

Over a million new Chevrolets found customers that year and despite Ford’s two million dollars of advertising spend on the all-new Model A in the 12 months that would follow, Chevrolet had gained an unshakeable foothold in the budget car market, taking first slot again in 1928 thanks in part to production issues at the Ford plant.

Their masterstroke had been to appoint Harley Earl as their stylist, unveiling their new 1928 models just 15 days after Ford had had their first public showing of the new Model A at the end of 1927. The stretched wheelbase of the new Chev was entirely used up in giving the car a longer bonnet, a style which found much public favour – the only thing it lacked was the famous six-cylinder engine which insiders knew was already developed, just simply waiting for the right moment to make its appearance.

The new 3,180cc six made its debut just a few days before Thanksgiving in 1929 and was an immediate success. Overhead valves were trumpeted in the slogan "valves in head – ahead in value" and although its rudimentary ‘dippers’ for big end lubrication were a bit bargain basement, it was tough, powerful and would end up powering much of the equipment that would help win World War Two.

The new International models of 1929 became the Universal series of 1930. For 1931 the Independence made its debut, the Confederate in 1932 and the Master series in 1933, Ford in the meantime having to make do with the ageing Model A, overtaking in the race for more cylinders, if not sales success, in 1932 when they announced their brilliant Flathead V8.

The new Master had gained ‘knee action’ independent front suspension, an ingenious system that incorporated both the spring and shock absorber which turned with the axle. Even if it did little to minimise unsprung weight, the competition from Dearborn were still using transverse leaf springs in a design hangover from the Model T Ford. These new Master Series were superb cars, with 80mph performance, good ride and attractive bodies and sold like hot cakes.

This 1934 DA series Master De Luxe was produced by GM’s export division in Bloomfield New Jersey for delivery to the South African market. Built in RHD, it was acquired in 1994 by a gentleman in the UK direct from South Africa to use for weddings, its new owner never getting round to registering the car before putting it away in his garage and building an extension, effectively blocking the car in!

Purchased by the vendor last year in situ, it was exhumed by removing the fence, the car exiting on a rope across the next door farmer’s field (with permission of course). Once home it started quickly and was found to be in very good condition with remarkably rust-free bodywork as one would expect of a South African import. 

The vendor then undertook the lengthy process of registering the car in the UK and once the brakes were freed off and the car given a gentle recommissioning, he covered a few local journeys in some considerable style. He has advised that it would benefit from a little more service and recommissioning work before any major trips are attempted.

This powerful and attractive machine looks like a great deal of car for not a lot of outlay, offering as it did in period, "a six for the price of a four".