In February of 1965, Chevrolet clapped back at the new Ford LTD with its own value-prced luxury car, the Impala Caprice Custom Sedan.

In the mid-1960s, the Chevrolet division of General Motors could be seen as downright greedy. In these years, the Chevy brand alone accounted for one-quarter of all the new cars sold in the United States. The mission at Chevrolet, it seemed, was that every man and woman in America should be driving one. No stones were left unturned.

So when Ford rolled out its Galaxie LTD for the beginning of the ’65 model year, division generaral manager Semon “Bunkie” Knudsen quickly decided that Chevrolet should have a piece of this new value-luxury category as well. Chevrolet’s answer to the LTD, the Impala Caprice Custom Sedan, made its debut in February of 1965 at the Chicago Auto Show.

The Caprice model would later become a mainstay at Chevrolet, but for the mid-1965 introduction it was strictly an option package, and available only on the Impala V8 Sport Sedan, a four-door pillarless hardtop  On top of the $2,850 Impala base price, The $210 option (RPO Z18) provided an extensive list of upgrades. They included a heavier-gauge, reinforced perimeter frame, stiffer springs and dampers, and SS-style wheel covers. For the interior and exterior, there were emblems that declared “Caprice by Chevrolet” and featured the three lilies of the fleur-de-lys. 

The focus of the Caprice, however, was on the cabin, created by GM’s talanted designer Blaine Jenkins, whose credits included the 1963 Sting Ray and the Corvair Monza interiors. Available in three colors (Light Fawn, Medium Blue, and Black), the ensemble included real wood veneer for the doors and instrument panel, premium upholstery with a button-tufted rectangle theme, and a fold-down center armrest in the rear seat.

Both Motor Trend (June ’65) and Car Life (July ’65) tested the Caprice, and while the Motor Trend editors seemed most interested in the optional 396 cubic-inch V8, also new for mid-’65, the Car Life staffers were impressed with the sedan’s road manners. They declared the luxury cruiser superior in handling to the Impala Super Sport they tested in March, with less chassis flex and noise and improved pitch and squat management.

The Caprice was a solid seller from the start at around 40,000 units in ’65—not bad for a mid-year introduction (though Ford sold 105,000 LTDs in its full year). A coupe with an exclusive formal roof was added in ’66, as the Caprice became a stand-alone model and the flagship of the division’s full-sized line. With a few interruptions, and some excursions to Australia, South Africa, and the Middle East markets, there was a Caprice in the Chevrolet lineup through 2017.