42 years ago yesterday -- June 29, 1966

[fbodfather]

--historic......in Camaro history........

The day the Panther Died………


June 29, 1966 was a day of firsts. It was a day where 200 journalists were inducted into SEPAW (more about that in a minute)

That day, the first and LAST meeting of SEPAW took place.

It was the first time in history that 14 cities were hooked up ‘real time’ for a press conference via telephone lines. (Something that seems so very simple today, but so very complicated back then……)

And it was the first time that the world found out that a new Chevrolet would be called “Camaro” – rather than “Panther.”



On June 21, 1966, approximately 200 journalists from around North America received the following Telegram:

“……….Please save noon of June 29 for important SEPAW meeting. Hope you can be on hand to help scratch a cat. Details will follow……………….(signed) John L. Cutter – Chevrolet Public Relations – SEPAW Secretary.”

……….as you can imagine, there were many befuddled looks upon receiving such a telegram.

The next day, (June 22) – the same journalists received this telegram:

“………..Society for the Eradication of Panthers from the Automotive World will hold first and last meeting on June 29. (Insert city here) chapter will meet at (insert hotel name here) and join national 14 city telephone hookup with meeting in Detroit at which national president E. M. Estes will preside. Please telephone acceptance to Frank Faraone, (Telephone # ) Delaware 7-4601……….. (signed) John L. Cutter – Chevrolet Public Relations SEPAW Secretary………”

Well………that certainly gave the journalists something to think about…..and the best part is that they would not have to travel around the country to attend this “SEPAW Meeting” – rather, they only needed to travel to one of 14 cities.

This was truly a technological undertaking…..

The Bell System (the only telephone system back then for those of you who are under 40 years of age….) call arrangement included 14 cities and originated from Detroit’s Statler-Hilton Hotel (sadly demolished about two years ago after sitting in ruin for nearly 25 years) where Chevrolet General Manager E. M. “Pete” Estes made some announcements.

There were more than 100 persons involved in providing the two-way communication system over 13,715 miles of telephone circuits, including 9,259 miles of microwave radio and 4,446 miles of coaxial cable.

The announcement over the wires was heard by approximately 150 of 200+ journalists in the cities of: Atlanta, Boston, Buffalo, Chicago, Cincinnati, Dallas, Denver, Los Angeles, St. Louis, San Francisco, New York, and Washington.

Amplifiers and microphones were installed in each of the 14 meeting rooms across the country so that newspersons could hear Mr. Estes’ remarks and direct questions to him. The questions and answers were heard simultaneously in all cities on the circuit.

GM was insistent that the system be tested – so a test call was made on Tuesday and was further backed up by an auxiliary circuit in case difficulty developed anywhere within the system.

It’s interesting to note that we think nothing of linking friends on a conference call at will from our homes or offices – without any real forethought. It was a different world 40 years ago…..and as you can see by the above figures – it was quite an accomplishment.

The REAL story, however, was in what Mr. Estes was about to tell the journalists.

Looking through notes that survived 40 years within Chevrolet files, I’ve managed to put together some of what Mr. Estes talked about that day.

Mr. Estes started the press conference with:


“……..SEPAW stands for the S ociety for the E limination of P anthers from the
A utomotive W orld – and by your presence, you are automatically charter members…………July 1 marks my first anniversary (As General Manager of) Chevrolet. It’s been a fast and highly competitive year……..’

He went on to mention the many travels he made to dealers and plants – and mentioned milestones such as the 3 millionth Los Angeles produced Chevrolet passenger car—and the first passenger car to roll off the newly opened Lordstown, Ohio assembly plant.

Mr. Estes continued with: “………..it is also a year in which Chevrolet has gotten into the hottest sales race since 1959……”

He gave a brief review of sales, model-year-to-date sales lead, and talked about his optimism for great June sales figures. He made it very clear that Chevrolet intended to remain America’s number one selling cars and trucks.

“………one of the reasons we’re going to stay number 1 is also a reason for this meeting. Chevrolet is definitely going to have a new car included in the new models for the 1967 model year – and this car will be introduced on September 29, 1966………….This is NOT news to many of you! As far back as April 8, 1965, A Detroit newspaper had page-one headlines proclaiming that Chevrolet had a “Panther” car to answer the horsy offering of a competitor. The question of who was answering who has been discussed frequently, since the four-footed competitor really answered the Corvair. And the Corvair actually followed up the Corvette which was the real pioneer of the sporty-personalized car in this country…..”

“…..in the two years since then, you gentlemen of the press, radio, and television have literally designed, built, and marketed the Chevrolet “Panther” to the point were we get irate letters from customers plus phone calls demanding all specifications and price so they can place orders!” (Note from Scott: --- wow –some things pretty much stay the same, don’t they???)

Mr. Estes continued: “………We have frequently said ‘what Panther?’ and there have been many other names suggested ….citing Chevrolet’s preference for names starting with the letter ‘C’…………..”

“………….the personal sized car market is big …..” He went on to give current market figures and projected figures. “…….Corvair will remain in this market …….handing the family-type small car business……..” “…….with the 1967 line, Chevrolet will offer what we feel is the last word in personal sized cars……” He went on to describe the size of this new car in terms of comparison to both Corvair and Mustang – and some general details.

He announced that this new Chevrolet would be built in two assembly plants – one in Los Angeles (Van Nuys) and one in the suburbs of Cincinnati, Ohio (Norwood.) He also mentioned that Chevy II production would be switched to Willow Run (Ypsilanti) Michigan where they would be built alongside Corvairs.
He then invited all news people to drive this new Chevrolet – and in fact all of the new Chevrolets at a Press Preview in Detroit on September 12 and in Los Angeles on September 19.

Mr. Estes then said: “………..Oh yes! I almost forgot! The purpose of this meeting! Gentlemen: much as we appreciate the tremendous publicity given “Panther” we ask you to help scratch the cat once and forever. And as such, this will be both the FIRST and LAST meeting of SEPAW. …………Chevrolet has chosen a name which is lithe, graceful, and in keeping with our other car names beginning with the letter C……….it suggests the comradeship of good friends……….as a personal car should be to its owner……..Above all, it is the name of our new car line to be introduced on September 29……..and to us, the name means just what we think the car will do: GO! ….and here it is!........”

At that moment, five very pretty girls came onto stage – each holding a letter……Mr. Estes held the sixth letter – and while a narrator described to out-of-towners what was going on, Mr. Estes placed each girl in order and then lined up with them for all to see the word “CAMARO.”

………and thus was the day the Panther died.

Now – many of you may have heard me talk about this day at various Camaro and Firebird shows. For those of you who have not heard this story, I believe it merits repeating: I often wonder, as Mr. Estes picked the name “Camaro” from a list of over 2,000 words – a name that means “Friend, Pal, or Comrade” --- I just wonder: Did he EVER imagine that this wonderful car – would bring so many ‘friends’ together all because of the love of the Camaro?

When asked a year later how he came up with the name “Camaro” – Mr. Estes laughed that he locked himself in a closet and he came back out with Camaro!

[lil_red_v6]

http://www.firstgencamaro.com/history.html

[RadarJammer]

Awesome!!

The Chevrolet "Panther" doesnt sounds as nice as the "Camaro"

im glad Mr. Estes went with his own name, rather than further promote the "Panther". Shows alot of guts.

[SSNIGHTMARE]

Does that mean there is a concept panther in storage some where?

[Fandango]

I love history. I'm just thinking about how the broadcast was in comparison to what we do with tele-conferencing now. That was really special.

I'm wondering if there will be Live TV converage at Indy Bash. I'm one of the un-lucky ones that can't make it. Maybe there can me a live feed attached to this website. So that we can all see the unveiling.

[carsismeZ06]

Im glad they chose Camaro, Panther sounds...gay.

[NOODLESgoneWILD]

Great story...love the history behind it all! Thanks Scott!

[Zieke]

Originally Posted by SSNIGHTMARE

Does that mean there is a concept panther in storage some where?

no, all they did was change the name. not the car itself.

[wildpaws]

Originally Posted by Zieke

no, all they did was change the name. not the car itself.

There were engineering mules being run at Milford Proving Grounds with Panther nameplates in 1965.
Clyde

[fastball]

Since I'm in the technology field, I think this story merrits a citation:

It was Bell Labs that patented the germanium transistor in 1947.

The transistor is the fundamental building block of pretty much every electronic piece of equipment built since then. There are millions in the microprocessors that run the computer and monitor you all are working/playing on right now. When this conference call was orchestrated in 1966, switch board operators still manned the telephone routing centers - although it wasn't much longer till that became an antiquated job: Bell Labs again discovered that fiber optics could carry multiple loads of data at the same time, and began installing them in their phone systems in 1970.

The rest, as they say, is history.

Anything that involves the history of electronics is interesting to me. Just imagine if we still had to use vaccum tubes!

[gunslinger]

To be able to converse with someone who has access to original GM notes (fbodfather) is truly a wonder of today's technology.

I am very lucky as I feel that some day far into the future, (another 40 years) I will look back on the current and think-"I had the opportunity to interact with one of the builders of the 5th Generation F Body".

With gasoline at a tremendous price of 4.83 here in Southern California, I often wonder if there is enough oil/time left for me to eventually graduate and build my dream car. I guess I hope that this dramatic price increase is only temporary, but logic says otherwise.

Fbodfather is just giving us a little more to read until the end of July, when we will finally know what is under the hood.

Tomorrow is the 1st...

[MAC]

kinda suprised there hasn't ever been some sorta special "panther" edition, or, trim, or something, for the name "Panther" after reading about this.
seeing as how some cars do something to that effect.

[MLL67RSSS]

Copied Scott's post to camaropacecars.com. Someone had a couple of photos from that day!

[boxmonkeyracing]

wow I knew the story. but wow those are some old pictures. lol.