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The Chevrolet marketing for the Monte Carlo emphasized value. Most advertisements had pictures of the car with fender skirts and hub caps to appear as a luxury car.

This Advertisement States:
Monte Carlo by Chevrolet. First off, let's explain what we mean by $3123. That's the manufacturer's suggested retail price including Federal excise tax and suggested dealer new car preparation charge. Destination charges, state and local taxes and optional equipment are additional. Now, let's explain the other part of our statement. Monte Carlo is in a field by itself. In fact, it's priced only slightly higher than many models of our Chevelle. And since it's all alone in its field, Monte Carlo could have skimped here and there. As you can see, that didn't happen. Monte Carlo is beautifully styled. And the inside has the look and feel of far more expensive cars. In addition, there are other nice things that aren't immediately seen. Like headlights of a new high-density design. The power disk brakes. The 350 cubic-inch standard V8 engine. Monte Carlo doesn't have to be as much car as it is. But, that's the way we do things around here. Putting you first, keeps us first.