1951 city directory ad for Hailey Chevrolet. Click to enlarge.
In 1964, my mother had several good reasons for wanting to learn to drive. My father's 24-hour shifts at the fire hall often left us without transportation. Public bus service was in decline, and the new shopping centers were so much more convenient than downtown. My grandmother needed someone to take her grocery shopping.
To all of that, my father agreed. With the decision made for a second driver in the house, it was time for a second car in the driveway. That it would be a Chevrolet was probably already decided, since my father had a 1953 Chevy. There were at least three Chevrolet dealerships in the area, though. Hailey Chevrolet at 1700 Broad Street became my parents' choice.
Wilburn C. Hailey, Sr., a native of Goodlettsville, TN, had become a Chevrolet salesman following service in World War I. He was general manager of the Jim Reed Chevrolet Co. of Nashville until 1940, when he bought the Hamilton Motors Co. in Chattanooga.
That same year, General Motors produced its twenty-five millionth automobile. The Chevrolet line-up included models which had recently been redesigned. The Royal Clipper model of Chevrolet had an alligator hood which was hinged at the cowl instead of down the center. Station wagons featured wood panels. The sealed beam headlamp was introduced.
In 1947, Hamilton Motors was renamed Hailey Chevrolet. The dealership moved in 1951 from the 1200 block of Broad Street to a new facility in the 1700 block. Compared to today, Chevrolet had few models in 1951 - the Special, the Deluxe, a station wagon, and a truck.
During the 1950's, Hailey's business increased as new styling was introduced to appeal to younger drivers. Chevrolets of the late 1950's are always among the more popular sights at antique car shows due to their abundant display of chrome, "peacock colors" (I learned that term a few years ago from a car salesman), tail fins, and the first appearance of the signature Chevrolet round tail lamps. Chevrolet coupled their innovative styling with a huge advertising budget, and entertainers Pat Boone and Dinah Shore encouraged all to "see the U.S.A. in a Chevrolet."
Advertisements for the 1963 full-size Chevrolets enticed customers with "Go Jet-Smooth '63 Chevrolet - It's Exciting," and said that the cars "smooth bumps better than a bulldozer."
The advertising must have worked, for in the spring of 1964, my parents bought a blue Bel Air from Hailey Chevrolet. The full-size Chevrolets came in three styles of trim: the Biscayne, with practically no chrome, the Impala, with lots of trim and extra tail lamps, and the Bel Air, somewhere in the middle.
My parents passed up the Corvair and Chevy II Nova as being too small and noisy. The Bel Air we chose had four doors, and - important to my mother as a new driver - had an automatic transmission.
My father became my mother's driving instructor. Many lessons were taught on the relatively safe lanes of the Forest Hills Cemetery in St. Elmo. My mother soon earned her license, and was able to drive solo to church. I remember that she wore a comfortable pair of shoes for driving, then changed into high-heels before entering the sanctuary.
By today's standards, our 1963 Chevy Bel Air did not have much equipment. Without air conditioning, power steering, and power brakes, and with very little smog equipment, the compartment housing the 283 cubic-inch engine was very spacious. The car did not come with seat belts, though my father installed a set bought at Western Auto. To protect the vinyl seats, my parents bought some clear vinyl seat covers. They were much like bubble wrap, and put passengers on the hot seat on a summer day.
Chevrolets were selling so well at Hailey that the auto dealer decided to expand the South Broad facility in 1965. "Hailey" and the well-known Chevrolet bow-tie sign stood high above the first floor, which had been expanded to include an additional 13,500 square feet. Their "OK Used Cars" were sheltered under an awning to the south of the building.
By 1971, the number of models sold by Hailey and other Chevrolet dealers had increased considerably over the days of the Special and the Deluxe. The Camaro and Chevelle SS appealed to lovers of muscle cars. Chevrolet station wagons included a clam-shell tailgate whose window rolled into the roof while the gate slid under the floor. The Vega was introduced to compete with small foreign cars. Top of the line Chevrolets had increased in size, and had styling which resembled Cadillacs.
The '71 model year was the last for Hailey Chevrolet. In August, 1971 Ed Wright, a former regional executive with General Motors, and Bill Heard of Columbus, GA purchased the Hailey agency. Mr. Hailey and his son, W.C. Hailey, Jr., then organized Hailey Porsche-Audi. Wilburn C. Hailey, Sr. died in 1977 at the age of 81. His obituary listed his participation in the Chattanooga Automobile Dealers Association and numerous civic organizations. Ed Wright Chevrolet operated in the former Hailey building until moving in 1975 to a new facility at 3354 South Broad Street.
Our 1963 Chevrolet Bel Air served us well for fifteen years. Probably the most serious problem that we ever had was when the universal joint fell apart late in our relationship with the car. I learned to drive on that Bel Air, and was amused by the fact that by 1973, the '63 Chevrolets had become a popular car among the "low rider" set.
Today, ABC Supply Company occupies the old Hailey location, and a portion of the Chattanooga Christian School campus is located at the old Ed Wright facility.
If you would like to know more about Chevrolets, please peruse these reference books at the downtown library.
* 75 Years of Chevrolet - George Dammann
* Standard Catalog of Chevrolet 1912-1998 - Ron Kowalke
If you have memories of Hailey Chevrolet, or of your mother learning to drive, please send me an e-mail at jolleyh@bellsouth.net.
My mother and her 1963 Bel Air from Hailey Chevrolet. Click to enlarge.