Chevrolet finally entered the personal-luxury coupe category in 1970, and that meant trouble for every other carmaker in the class.

When the 1970 Monte Carlo was launched on September 18, 1969, John Z. DeLorean was head of Chevrolet, the largest division at General Motors. But he wasn’t involved in the development of Chevy’s new personal-luxury coupe, as it was already in the can when he was promoted from Pontiac to Chevrolet back in February. In the top post at Pontiac, he’d directed the development of the Grand Prix, the Monte Carlo’s corporate sibling. While the Monte Carlo was introduced one model year after the Grand Prix, the two cars shared much under the skin.

The Chevrolet version of GM’s new personal-luxury car was internally known as the C-Bird, an obvious nod to the Ford Thunderbird, and like the Grand Prix, it was closely based on the GM A-body package. But rather than using the 112-inch wheelbase coupe, the 116-in sedan/wagon platform was selected to create more visual presence. The front overhang was stretched forward as well, which called for an almost comically long cooling fan shroud to take up the space between the engine and radiator (above).

Under the direction of GM design boss Bill Mitchell and advanced studio chief David R. Holls, the GM styling crew created a striking exterior look for the Monte Carlo, combining familiar Chevrolet styling elements with the usual personal-luxury signifiers, including a formal roof. One might never guess that the deck lid and rear glass were standard Chevelle components, but the design was a standout. Of all the six generations of Monte Carlo that were produced, the 1970-72 original’s styling is often regarded as the most clean and classic.

For the 1970 introduction, the Monte Carlo’s base price was a low $3,123, which included a 350 cubic-inch V8 with 250 hp and power front disc brakes. That was actually a few dollars less than the Impala Sport Coupe, but more to the point, the price was a good $800 lower than the Grand Prix.

True, Pontiac and the rest offered more standard equipment, but Chevrolet’s nearly endless option list alllowed buyers to build in any level of luxury they desired at an attractive price. Not surprisingly, Monte Carlo sales soared to more than 130,000 cars in the first year, while Grand Prix sales tanked nearly 42 percent. In fact, Chevy’s value-priced personal luxury car took a healthy bite out of all the Motor City’s entries in the category.

While a convertible Monte Carlo was considered (see our feature here) it was never approved, so there was just a single body style, the coupe. Still, the option book enabled a variety of exterior presentations, from the SS package (with available 454 V8) to boulevard cruiser with body-matched wheel covers and fender skirts (above). For buyers in search of a well-appointed mid-sized coupe—and for decades, there were many—the Monte Carlo offered a little something for everyone. There would be a Monte Carlo in the Chevrolet lineup all the way through 2007, well into the 21st century.