I chose the Franklin Mint quote to underscore just how ironic the fate of the Impala SS427 really was. The Impala in the 1960s was perhaps the most prosperous American-made vehicle of all time; yet the 1968 Impala SS427 was one of the poorest selling Chevrolets of the entire decade.

Though declining steadily, Impala sales continued to flourish in 1968, but only 1,778 new customers opted for the SS427 equipment package. It did not help that Chevrolet did not go out of its way to promote the SS427 either, which is surprising given the time the design engineers must have spent on the 1968 models.

The 1967 Impala SS427 was featured in several magazine ads and Chevrolet brochures. The 1969 SS427 was also featured in at least two ads and had a prominent spot in the dealers' brochure. However, I have never seen a magazine ad that promoted the 1968 SS427, and very little attention was given to it in the dealers' brochure. It is therefore not surprising that SS427 remained a relatively unknown model option.

By 1968 the Impala Super Sport had been reduced back to being simply an Impala model option (RPO Z-03) as opposed to being a separate model with its own VIN (Vehicle Identification Number) designation. Accordingly, the SS427 (RPO Z-24) was also just another model option for the standard Impala. Unlike 1967, when the Z-24 option was basically combined with an Impala Super Sport to make the SS427, in 1968 the SS427 was a stand-alone option that could be had on the Sport Coupe, Convertible, and the new-for-1968 Custom Coupe.

With sales of the 1968 SS427 being very poor, Chevrolet executives finally seemed to accept the writing that had been on their walls since 1966. At the end of the 1968 model year the standard Impala Super Sport was removed from a buyer's possible options, leaving only the SS427 to carry on the full-sized Chevrolet Super Sport lineage for 1969. The end was clearly in site for the Impala SS.