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Chevrolet had an interesting way of marketing the Bel Air. The ritzy Bel Air name launched as a top of the line pillarless hardtop model in 1951. By the late 50s, the Bel Air played second fiddle to the top Impala model. By the late 60s, the Caprice was launched meaning that Bel Air parts moved down the ladder. The Bel Air was finally discontinued in 1975 and by that time was at the bottom of the heap. The Chevrolet Bel Air made a surprise return appearance on a concept car in 2002 at the height of the retro styling fad but it is unlikely that the car will ever be built.