The styling of Chevrolets in the late 1930s had become rather dowdy compared to Ford’s more stylish models. Nonetheless, Chevrolet regained supremacy in 1938, and with the exception of a few times when it surrendered to Ford, it would maintain this dominance for decades to come.

“In 1940, Chevrolet released an expanded line. The Master 85 was joined by the Master Deluxe, with the Master Deluxe being the fancier, more expensive model. All 1940 models, while similar in style to the 1939s, had received enough of a facelift to give them a more modern, streamlined appearance.” [1] “The Master Deluxe would also be offered in a top-of-the-line convertible called the Special Deluxe series. Both the Master 85 and Master Deluxe lines were offered in a business coupe, two-door town sedan or four-door sport sedan. The 85 line also included a woodie wagon, and the Deluxe line, a sport coupe. The Master 85 retained the solid front axle, with the Deluxe series coming with “knee-action” independent front suspensions. The standard engine was the 216.5-CID in-line 7, which provided 85 horsepower.” [1]

Perhaps the wording in a 1940 magazine advertisement summarizes the 1940 Chevrolet best:

The Crown of Beauty Belongs to Chevrolet with New Royal Clipper Styling. Chevrolet’s First again! Eye it . . . Try it . . . Buy it!

About the customized car in our collection . . .

The 1940 Chevy in the Midwest Dream Car Collection started life as a standard Master Deluxe Cabriolet. The conversion to this custom chameleon-green body took place around 2010. The car was originally designed by Kenwood Industries to showcase their new touchscreen radio. The customization was designed with “wow” in mind. Custom wheels, custom bumpers, a custom grill, Heidts front suspension, a new chassis, a 409-ci. Chevy engine, a power convertible top, a 700R4 automatic transmission, and a power trunk were installed to bring this Kenwood chameleon hot rod to life.

After its use by Kenwood for its radio system, this Master Deluxe was donated to auction, with all proceeds benefiting Curing Kids’ Cancer.

[1] Litwin, Matthew. “1940 Chevrolet Special Deluxe Sport Sedan; A New Luxury Car for the Masses in the Changing World.” Hemmings.com, Hemmings Motor News, July 2013.
https://ww.hemmings.com/magazine/hmn/2013/07/1940-Chevrolet-Special-Deluxe-Sport-Sedan/3727801.html.