A standout taxi option, but a questionable choice for a family vehicle.
What vehicle might an eccentric yet status-driven individual choose in 1964? This advertisement presents one possibility, albeit with some reservations. The Checker ad showcases the silhouettes of a Rolls-Royce, a Bentley, and a Mercedes-Benz at the top, promoting the Checker Marathon as an alternative to these luxury cars.
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1964 Checker Marathon
You might be puzzled at this point, especially if you’re unfamiliar with the Checker Marathon. Even if you have heard of it, you might be surprised to learn that regular consumers—not just taxi companies—actually bought the Marathon.
Indeed, a handful of regular buyers did purchase Marathons, although sales were limited. The Checker, once known for producing robust and spacious taxis, occasionally tried to market vehicles to everyday consumers, but these attempts generally met with minimal success.
History
For those unfamiliar, the Checker Marathon was a large, unconventional, yet incredibly sturdy sedan designed specifically for taxi service, produced from 1961 to 1982. It boasted spacious trunks, dependable engines and transmissions, and could seat up to eight passengers.
The generous bench seats in the front and rear rows accommodated three passengers each, complemented by two additional diner-style seats in the middle, which would later be removed due to new seatbelt regulations.
From 1956 to 1963, a special consumer-friendly version called the Superba was offered. This trim featured a more refined interior along with unique exterior styling. A wagon variant of the Superba was briefly available but struggled to gain popularity; it eventually found a niche as a stretch limousine primarily used for hotel airport transportation.
Specs
By 1964, the Marathon offered either a Chevrolet 6-cylinder or V8 engine paired with a 3-speed column-shift manual or a 3-speed automatic transmission, the latter sourced from General Motors. Known for its durability, the Marathon often reached 500,000 miles before being retired, making its simple and cost-effective drivetrain components appealing for taxi operators.
Reflecting on past marketing efforts, it seems that Checker only attempted to reach regular consumers sporadically when they needed to boost profits.
Pros and Cons
One challenge the Marathon faced was the lack of significant design updates throughout its production. Launched in 1956, the car appeared outdated from the start and continued to lose appeal over time. While its distinctive and somewhat unattractive design worked for taxi fleets—especially the yellow models that were easily recognizable—aesthetically, it was uninviting to the general consumer, particularly when compared to many attractive American cars released in the Sixties.
The Marathon’s functional but drab interior, built to withstand heavy wear from luggage and unruly passengers, also made it a tough sell. Additionally, Marathons were priced higher than expected, starting at around $3,100 in 1963, which was more than the base cost of a Chevrolet at $2,700.
Final Thoughts
While it’s unlikely this advertisement convinced any buyers of Rolls-Royce, Bentley, or Mercedes-Benz to switch, it might have prompted a few budget-conscious consumers to consider used Marathons, given their economical operation costs.
Marathons have become quite collectible today, with some recent models selling for as low as $6,000, while pristine examples can approach six figures.
In the end, this advertisement evokes some amusement. We know that quirky individuals in the Sixties were more likely to smoke pipes, read about FM radio, and drive Saabs or opt for the more avant-garde choice of a Peugeot.
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1964 Checker Marathon Pictures
(Click below for enlarged images)
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