picture postMarketing Material: 1987 Chevrolet Caprice brochure

1987 Chevrolet Caprice brochure banner


1987 Chevrolet Caprice borchure 01

At 11 by 12 inches, Chevy decided to go large-scale with their marketing pieces for 1987. This is one of the older of my personally-obtained brochures in the collection and there’s a good deal of wear which I decided not to spend the effort cleaning (it’s a testament to the time I’d spent thumbing through its pages).


1987 Chevrolet Caprice borchure 02-03

The year prior, 1986, Chevy had dropped the Impala in favor of a base model named simply Caprice (no “Classic”). In lieu of large, RWD sedans and coupes from Buick and Oldsmobile (having recently been downsized), Chevy also added the upscale Brougham option to Caprice. It was a hit (accounting for 28.3 percent of Caprice sales) so, for 1987, the even plusher Brougham LS was added.


1987 Chevrolet Caprice borchure 04-05

And here she is, the 1987 Caprice Classic Brougham. The Brougham LS, shown at the bottom left, was distinguished by its semi-padded Landau roof and illuminated center pillar opera lamps. Talk about class, wow. (I always wondered if the opera lamps were fluorescent. Anybody know?) Notice the stand-up hood ornament, revived for 1987.


1987 Chevrolet Caprice borchure 06-07

We often tend to see these older cars relative to their current condition—worn, torn, stained and broken—not for the plush atmosphere they originally provided. I thought this brochure showed the Brougham LS interior, with leather, but I was wrong; the text says it was a mid-year option.


1987 Chevrolet Caprice borchure 08-09

The Caprice Classic was available in three body styles: sedan (shown), wagon and coupe. The Caprice model line was never again this diverse. While still strong, 1987’s overall Caprice sales slid by almost 7 percent (to roughly 230,000). The coupe, having not even accounted for 5 percent, was put to rest after 1987 for lack of interest.


1987 Chevrolet Caprice borchure 10-11

Amazingly, the base engine—even for the Brougham LS—was Chevy’s 4.3-liter V6. Though a common practice today, mating a base engine with a high-lux model went contrary to conventional domestic-brand wisdom in the 1980s. With approximately 145 horsepower, it certainly was no barnstormer.


1987 Chevrolet Caprice borchure 12-13

Though still competing against Buick and Oldsmobile varieties, Chevy’s full-size wagon was a perennial strong seller. To offer customers more choice, for 1987, the model line was expanded to include the base Caprice.


1987 Chevrolet Caprice borchure 14-15

There were a whopping 12 colors to choose from but, if monotones weren’t your style, there were an additional 5 two-tone choices. Interiors were available in one of five colors and in several material types.


1987 Chevrolet Caprice borchure 16

Gracing the rear of the brochure was the formal-looking Caprice Classic Coupe, not all that dissimilar from the original iteration of this third-generation Caprice which incredibly debuted a decade prior.