Reprint Motor Matters Feb, 8 1980
Who buys those huge, boxy-looking Checker Marathons that are becoming a familiar sight in our area? According to Al Lambert Jr. general manager of Lambert Datsun-Checker, just about any type of person you can name.
“Our customers include bank presidents, lawyers, doctors, young people with big families, old people, big persons, a well known historian, and other types. Mostly they are persons who want a practical automobile with a spacious interior that won’t go out of style in a few years, and will last as long as they want it to. They are folks have true social security who are not afraid to be seen riding around in something really different.,” young Lambert says.
The Checker Motors Corporation has been making taxicabs in Kalamazoo, Mich. since 1922 for large fleet operators. It was not until 1948 that the company offered a few to the pubic without a lighted taxicab sign on the roof, and with paint jobs that were neither checker , nor yellow. In 1959 Checker began advertising the Marathon for sale to non-taxi drivers.
Prior to 1965, Checker were powered by heavy-duty Continental in-line six-cylinder engines. The company switched to more modern engines and transmissions made by Chevrolet Division of General Motors. Now Checker owners can have their Marathons and taxis serviced by Mr. Goodwrenches all over the Country
Photo caption: The Checker Marathon is over one foot taller than a Cadillac!