The 1963 Chevrolet Impala is as classic as it gets. Classy lines, big body style, and chrome that seems to go on forever make this Chevy a longstanding favorite in the lowriding community and a must have for all serious collectors and customizers. For Texas veteran Joe Rivera, the allure of putting his own stamp on the illustrious six-trey was a chance too powerful to pass up. Born in Houston and raised in the town of Pasadena, TX, which is located just outside of H-Town, Joe's cars have graced the pages of Lowrider Magazine on more than one occasion. A long-time member of the scene, Joe has been involved with some amazing machines, first appearing with us in the May '03 issue with his tricked-out Cutlass nicknamed, "Aztec Soldier". Joe was lucky enough to get his hands on a builder's dream when he found this '63 Impala, and, as you read on, you'll discover why this car would ultimately earn the nickname, "The Price Is Right."
Joe purchased the car from its original owner for only $2200, getting a wonderful starter car as well as an interesting history lesson. According to the original owner, the Impala was a prize won back in 1963 on the television game show "The Price is Right." The keys were even given to the original owner by then host, Bill Cullen. Having kept the car in storage for over 25 years, it was clear to Joe that the previous owner took great care of the automobile. In fact, after a simple battery replacement, the Impala started on the first try. While being kept in storage was a benefit to the overall condition of the car, father time still created some damage, as the floor panels and vinyl top were both in bad shape and in desperate need of refurbishing. The body of the car, however, remained in pristine condition and required very little work. Upon delivery, the Chevy was taken to the Latin Kustoms shop to begin the first steps of the restoration process. A member of the Latin Kustoms Car Club himself, Joe has access to this one of a kind body shop that the members support by paying dues. The garage is a full-service, complete automotive shop that any of the members have access to anytime they want-perfect for a rebuild like this one.
The first task Joe had to tackle on the Impala was replacing all the metal that had been eaten up by rust over time. Once the rust was gone, the body was ready for paint. It was shipped to Corpus Christi, TX, where the Leal brothers hooked it up with a black paintjob with violet ice flake, achieving a sleek and stylish look. The freshly painted beauty was then taken back to The Latin Kustoms shop to receive a full engine overhaul. The motor was given upgrades including an Endura Shine Elderbrock carburetor, manifold, custom chrome, a painted air filter, valve covers, a chrome alternator, water and steering wheel pumps, and a Billet Master Cylinder accompanied by a chrome brake booster.
The interior of the '63 was reupholstered with vinyl and tweed inserts and was accented with purple piping to complement the exterior flake perfectly. The carpet was stripped out and replaced with a dark black carpet to match out the color of the car as well, making the interior as intimidating as the exterior. Finally, the original vinyl convertible top was replaced with a Mercedes Benz canvas top, which gave the car a bit more of a modern edge. Not yet finished with all the goodies, Joe had the trunk modified with a custom speaker box and battery covers wrapped in black vinyl to encase the hydraulic system, which was to be installed by veteran hop man Shorty of Shorty's Hydraulics based out of Houston, TX. Shorty designed a veterano setup with two pumps and his own style of custom-bent tubing, giving an award-winning look to the '63. "The Price Is Right" had finally taken shape.