Checker Centurion

Vehicle Overview

The Checker Centurion, designed by the renowned Giorgetto Giugiaro while working at Ghia Torino, was a luxury prototype limousine that marked a significant collaboration between the American Taxi Company, Rowan Industries, and the Italian coachbuilder Ghia. Unveiled to the U.S. at the 1969 New York Auto Show, this one-of-a-kind vehicle was designed to compete with the Cadillac Series 75 limousine, which had long been the standard bearer for luxury vehicles in the United States. Commissioned in 1968 by Rowan Industries, a petroleum exploration firm that had financed Alejandro DeTomaso’s acquisition of Carrozzeria Ghia, the project aimed to create a striking and luxurious limousine. The Checker chassis was chosen as the base for this ambitious prototype, with the goal of offering a high-end alternative to the Cadillac. Tom Tjaarda and Giorgio Giugiaro, both key designers at Ghia, were entrusted with the task of creating a modern yet restrained vehicle that would appeal to the American elite. The Checker Centurion was a stunning example of Giugiaro’s design philosophy, combining elegance with a sense of understated luxury. The result was a Berlina-style limousine with smooth, clean lines and a refined presence that was still unmistakably American in its proportions. With a price tag of $125,000, it was clear that the Centurion was intended to be a top-tier luxury vehicle, equipped with every conceivable comfort and sophistication. Despite its impressive design, the Centurion did not ultimately find a place in mass production. However, its debut at the 1968 Turin Motor Show and subsequent exhibitions at the 1968 Paris and 1969 New York Auto Shows helped cement Ghia’s reputation for high-quality automotive design and reinforced Giugiaro’s standing as one of the most talented automotive designers of his time. The Checker Centurion remains a unique chapter in automotive history, blending American and Italian influences in a single, memorable creation.