The dramatic downsizing program at General Motors continued in 1978 with a smaller and lighter Chevrolet Malibu.
The downsizing of the intermediate-class Chevrolet Malibu for 1978 followed much the same formula as the full-sized Chevrolet Impala/Caprice that launched one year earlier. (See our feature here.) While GM’s versatile body-on-frame construction and front-engine, rear-drive configuration (above) were retained, careful rescaling and the use of lighter and thinner components resulted in a package that was 13 inches shorter and 600 lbs lighter than the previous A-body Chevy. Its wheelbase was 108 inches, a length previously associated with the original Detroit compacts of 1960.
The right-sizing of the intermediate for 1978 couldn’t happen a moment too soon, as in 1977 the formerly plus-sized Impala and the ostensibly mid-sized Chevelle were remarkably similar in exterior dimensions. But according to Chevrolet, the new intermediate was roomier on the inside with more head and leg room than than the previous generation. “The new-sized Malibu — Now that’s good news,” the ad materials proclaimed.
The Chevelle name was dropped and for ’78, now all mid-sized Chevys wore the Malibu badge exclusively, in two trim levels: base Malibu and deluxe Malibu Classic. Body styles were limited to three: a two-door Coupe, a four-door Sedan, and a four-door Station Wagon. The base engine was a new 90-degree V6 created by chopping two cylinders off the trusty small-block V8 and crafting an offset-throw, even-fire crankshaft. With just 200 cubic inches and saddled with emissions gear, it was rated at 95 hp. Optional was a 305 CID two-barrel V8 with 135 hp. The familiar 350 CID V8 was also available, but only in station wagons and the El Camino pickup.
Speaking of El Camino, Chevy’s hybrid car-pickup went under the knife in ’78 along with the Malibu. In fact, all the GM A-body products—Pontiac LeMans, Oldsmobile Cutlass, and Buick Century—were treated to the same corporate weight-reduction program that year. The Chevrolet Monte Carlo and Pontiac Grand Prix personal-luxury coupes, also based on the A-body platform, weren’t spared either.
Just as with the Impala/Caprice, the downsizing program for the Malibu was a success, as sales topped 358,000 in the first year and then hit 412,000 in ’79. No one will be surprised that the four-door Malibu (below) and Malibu Classic were the top sellers, accounting for more than 40 percent of the production volume. With their clean but squared-off styling and pricing in the $4,000-$5,000 range, these were practical family haulers.
Testing the coupe version, the writers at Car and Driver and Road & Track were impressed with the smaller, lighter package, praising the more nimble handling, especially with the F41 suspension package. Still, the new Malibu was not without its critics, who pointed to the cheap-looking interior plastics and the rear windows that didn’t roll down. Despite the shortcomings, the Malibu in this form remained in production through 1983, when it pushed aside by transverse-engine, front-wheel drive models.
“Ideas” like sealed rear windows in sedans may have saved production cost and weight but a price was paid by making the competition, especially from Japan, look a lot better. GM was still thinking it could dictate to the consumer, while in reality, it was the other way around. The ground lost in the sales race has never been made up.
While most writers credited the Citation and sister cars as the beginning of GM’s slide towards bankruptcy, the Malibu was the first small sign of what was to come. The Vega was a massive mistake, everyone figured that GM had learned a valuable lesson from that (they didn’t), the big cars were the last of the ‘old GM’, and the mid-sizers were the first sign of where GM’s thinking was going.
Barra will soon be identified as the one who drove the last nail into GM’s coffin.
Although the fixed ear windows were a serious miscalculation, the Malibu’s styling has grown on me. Can’t say the same about the Monte Carlo. The Colonnade styling of the ’77 Chevelle was sweet but the front and rear were in need of a restyle.
GM seems to be plodding along and is due for a winner soon. I’m more worried about Chrysler/Dodge than Chevy. I hope that Detroit sees the light soon and starts making sedans again. The Accord and Camry don’t seem to be struggling for buyers.