Stayin’ Alive – How the C3 Corvette Survived the 1970s
Stayin’ Alive – How the C3 Corvette Survived the 1970s
The C3 Corvette found its groove in the 70’s, survived the malaise era, and became more than just a sports car.
The 1970’s were the best of times and the worst of times for the Chevrolet C3 Corvette. Production numbers increased every year, peaking in 1979. In fact, Chevrolet sold more Corvettes in the 1970s than any other decade. But it was also a bad time to build Corvettes. Horsepower dropped as GM detuned engines, searching for fuel economy and emissions control. The car got heavier as Chevrolet added creature comforts. And the very nature of the car changed. Once a high-performance sports car piloted by NASA astronauts, it became more of a grand touring car.
Somewhere the C3, or third generation of the Corvette, became the butt of jokes. Ray Stussy drove one in the third season of “Fargo”. The car was a punchline and metaphor for his hard luck. Considered a boulevard cruiser for middle-aged men with thinning hair. The Corvette seemed middle-aged itself.
But if you put aside that perception and ignore its detractors, the C3 Corvette is a great car. Like the Corvettes of today, performance was as good or better than anything in its class. It also looks stunning. Designed by Bill Mitchell’s team at the height of their powers, it’s another timeless design. Following the C2 Sting Ray, it looked totally different. Yet it set the tone for Corvette styling until the mid-engine C8. Unlike most cars of the malaise era with their Brutalist styling and massive 5 mph bumpers, the Corvette was never coyote ugly. Updated with body colored bumpers and glass fastback styling, it stayed current.
GM continued to make improvements to the C3. Ergonomics improved with revised HVAC controls, better insulation, better seats and interior materials. The small block 350 also improved in small increments. Thanks to electronic ignition and better breathing, horsepower began climbing again. The Corvette changed its diet and joined the gym. It lost 250 pounds in 1980. By then, it was the oldest car still in production. But it had not gotten old.
What it was is not as important as what the Corvette became. It was no longer a pure sports car. But pure sports cars died out in the 1970’s. The MGs, Triumphs, and Jaguar E-Type were all gone by 1982. The Porsche 911 lived on borrowed time as the company rolled out the 928. Datsun remade the Z car into the 280ZX, much in the same way as the Corvette. And like the Corvette, the 280ZX sales increased.
The Corvette became a survivor. It carried on, staying alive, even thriving in a difficult era. Just like the people who built it, and own it today. It’s called “America’s Sports Car”, but not because it’s made in Bowling Green. It is America’s sports car because it is a reflection of America.
Photos: GM and the Corvette Forum
