TEHRAN, Iran (AP) — With utmost care, the elegant, glossy 1978 Cadillac Seville glided out of a showroom near Iran’s capital, its driver gently inserting the accompanying 8-track tape to relish the nostalgic tunes of a bygone era.
In the late 1970s, the Seville, proudly manufactured in Iran, symbolized the epitome of luxury in the country just before the 1979 Islamic Revolution. Through a partnership with an Iranian company, General Motors had produced these sedans, which were sold at prices two-and-a-half times higher than in America, flourishing during the peak of Iran’s oil wealth.
Presently, Khosro Dahaghin’s devotion to restoring these cars leads him to meticulously scrutinize each frame, component, and stitch of the Sevilles in Iran. This pursuit has become increasingly challenging as spare parts dwindle, the vehicles age, and the country confronts U.S. sanctions imposed due to its nuclear program.
Dahaghin, adorned with a necklace bearing the iconic Cadillac crest, shared with The Associated Press, “The most luxurious and exceptional car ever assembled in Iran was the Cadillac Iran. It was the first time this car was manufactured outside U.S. soil, and at that time, no other brand could rival this car in any imaginable aspect.”
To those unfamiliar with automotive history, the allure of the Seville as a coveted vintage vehicle might appear perplexing, given its somewhat angular design and interior adorned with wooden accents. However, the Seville marked a significant shift for Cadillac during an era when American consumers were increasingly drawn to the smaller luxury cars emerging from European manufacturers. Cadillac, renowned for its colossal, finned automobiles of yesteryears, recognized the changing preferences and successfully captured the attention of drivers with the Seville’s noteworthy fuel efficiency and agile handling.
The Seville offered car buyers a combination of impressive features, including a potent fuel-injected V8 engine, a plush interior, power seats, and automated door locks and windows. When it first hit the market in 1975, the base model Seville carried a price tag of $12,479, equivalent to over $70,000 in today’s currency. General Motors produced a substantial number of Sevilles, manufacturing nearly 57,000 units in the 1978 model year alone.
During that period, Iran held the distinction of being the sole location outside of the United States where Cadillac vehicles were produced. To facilitate this, General Motors established General Motors Iran Ltd., which assembled the Seville and other vehicles using knock-down kits shipped from Detroit. Under the supervision of American engineers, the Seville emerged as the most opulent car assembled in Iran, showcasing a harmonious blend of American craftsmanship and Iranian production.
The Sevilles carried a price tag of approximately $35,000 at the time of their introduction in Iran, exceeding the cost for American consumers, primarily due to higher import duties imposed on luxury vehicles.
According to a New York Times article from 1977, a General Motors official was quoted as saying, “As soon as they have the money, they want a pair of Levi’s and a car,” referring to Iranians’ desires. However, the exact number of Sevilles produced in Iran remains a topic of speculation and discussion among car enthusiasts in the country.
Saeed Shobeiri, the editor-in-chief of Machine Magazine in Tehran, has provided estimates suggesting that the number of Sevilles built in Iran could be as high as over 2,600. On the other hand, Michael T. Albano, a Cadillac spokesman in the United States, believes that approximately 2,500 Sevilles were produced.
Following the 1979 Islamic Revolution, which led to the ousting of the American-backed shah and the establishment of Iran’s theocratic government, both Americans and General Motors departed from the country. Despite this, the assembly of Sevilles continued for several more years using the remaining knock-down kits. The GM Iran plant was nationalized, leading to the creation of Pars Khodro, the manufacturer that still exists today.
As part of the Algiers Accords, which resulted in the release of the U.S. Embassy hostages in Iran, GM was eventually awarded around $20 million by the Iran-United States Claims Tribunal. Presently, Shobeiri estimates that there are approximately 60 street-worthy Sevilles in Iran, with over 100 others in non-operational condition.
This is where Khosro Dahaghin and his team come into the picture. Since 2013, inspired by the former MTV reality show “Pimp My Ride,” Dahaghin has been restoring Cadillac Sevilles at his garage in Roudehen, located about 45 kilometers (30 miles) east of downtown Tehran.
At his workshop, Seville frames are displayed outside, proudly showcasing the Cadillac crest. Inside, Dahaghin meticulously inspects every contour of the car body, with those yet to be worked on showing signs of rust and aging. A prominent V8 engine from a Seville sits nearby.
“Over time, these cars have deteriorated due to poor usage and lack of proper maintenance,” Dahaghin explained. “Some of them were completely ruined. Now, we restore these cars, and when they hit the streets again, they are both stunningly beautiful and exceptionally unique compared to other vehicles.”
However, the restoration process is far from easy. Each vehicle takes up to a year and a half to complete according to Dahaghin’s meticulous specifications. Finding the necessary components can also be a challenge, sometimes requiring individuals traveling abroad to hand-carry them back into Iran.
“I will not sell this piece of art to just anyone who makes an offer,” Dahaghin emphasized. “The buyer must truly appreciate the value of this masterpiece.”
According to Mohammad Khorshidizadeh, a classic car specialist, a restored Seville can now fetch prices as high as $40,000 in Iran. This is a significant sum considering the current value of the Iranian rial, which trades at 492,000 to $1. However, due to the re-imposition of sanctions following former President Donald Trump’s unilateral withdrawal from the nuclear deal in 2018, Iran has closed itself off from the foreign car market. As a result, a vehicle like a 2016 Mercedes-Benz S-Class can cost as much as $400,000.
While General Motors currently does not sell cars to Iran to comply with U.S. sanctions, Cadillac spokesperson Michael T. Albano stated that the company would assess the market situation and business priorities should economic circumstances change.
Albano expressed, “We were unaware, however not surprised, about Iranians restoring old Sevilles. Cadillac’s popularity among young customers continues to grow worldwide.”
For enthusiasts of classic cars and Iranian automotive history, like 29-year-old Arsalan Asgharzadeh, who recently purchased a refurbished Seville from Dahaghin, nothing compares to the experience of driving a vintage Cadillac.
“If you’ve ever driven a Cadillac, you’ll always want to drive a Cadillac,” Asgharzadeh declared with enthusiasm.
