Prepare to dive into the fascinating world of automotive history, where we uncover the story of a true automotive rarity - the 1978 Chrysler Alpine S. This car, one of only three remaining, has an intriguing tale to tell, and it all begins with a controversial title.
The Forgotten Champion
Despite being crowned the 'Car of the Year' in 1976, the Chrysler Alpine S has faded into obscurity. But here's where it gets interesting: this award-winning model faced an uphill battle due to the turbulent times of its parent company, Chrysler.
A Historian's Perspective
Dr. Andrew Roberts, a renowned motoring historian, shares his insights. His passion for post-war crime films led him to acquire a 1960 police Wolseley, complete with a working bell, and he even had the pleasure of experiencing Peter Sellers' 1930 Austin 'Heavy' 12. Dr. Roberts' expertise adds a unique layer to this story.
A Rare Find
Jon Murden, the owner of this rare Alpine S, shares his experience. His car is a living testament to a bygone era, a time when Chrysler UK dealers might have proudly displayed the Alpine as the winner of the annual Car of the Year award. Today, finding a Chrysler-badged car on the roads is a rarity, with only a handful remaining.
The Alpine's Legacy
Despite its challenges, the Alpine received praise from renowned motoring writers and publications. LJK Setright described it as "a good machine" that restored Chrysler's reputation in the European market. Thames Television's Drive In program hailed it as "the best Chrysler product yet," and Car magazine echoed these sentiments, calling it "a fine car."
A Troubled Launch
The Alpine's launch was marred by rumors and corporate turmoil. Chrysler's European operations were in a precarious state, and its chief, John Riccardo, even threatened to pull out of the British market. The Alpine, with its Simca roots and stylish design by Roy Axe of Chrysler UK, was caught in the crossfire.
A Unique Offering
The S badge on the Alpine denoted a level of luxury and comfort. It offered ducted heating for back-seat passengers, a center armrest, and even armrests on the doors. Additionally, it came equipped with a radio, a rheostat panel light, and a lockable glovebox with its own light. At a price of £3,784 in 1978, it was a competitive option, especially when compared to its rivals.
The End of an Era
In 1979, Peugeot acquired Chrysler's European operations, replacing the Chrysler badge with Talbot. The Alpine continued production until 1986, but its status as Car of the Year was overshadowed by complaints about its aging engines. Today, Murden's Alpine S is one of the few surviving Chrysler-badged models.
A Personal Connection
Murden's fascination with the Rootes Group and Chrysler UK is evident in his collection, which includes a 1965 Hillman Super Minx. He explains that his Alpine S is a unique find - a 1978 model that remained unsold for unknown reasons. It was supplied new in 1980, after the Mk2 launch and the Talbot rebrand.
A Driver's Perspective
Murden describes his Alpine S as a well-performing car with good handling and a comfortable ride. While the gear changes could be smoother, he quickly adapted to its quirks. This subjective opinion is echoed by many enthusiasts who appreciate the Alpine's enduring design, which ages far better than some of its contemporaries.
The British Motor Industry's Dilemma
The Alpine's story is a microcosm of the British motor industry's struggles in the 1970s. Many enthusiasts argue that it was a good car, let down by the wrong company. This sentiment resonates with the challenges faced by the industry during that era.
Uncovering the Survivors
Tracking down the surviving examples of these rare cars is no easy feat. Pre-1974 records are often incomplete, and model names or generations are sometimes misnamed on registration documents. It's a challenging task, but one that adds to the allure of these automotive treasures.
This story is a reminder of the hidden gems that exist within the automotive world. The 1978 Chrysler Alpine S, with its unique history and enduring design, is a testament to the passion and dedication of car enthusiasts and historians alike.
What do you think? Is the Alpine S an underrated classic, or does it deserve its place in automotive history? Share your thoughts in the comments below!
