ASC was founded in late 1963 by Heinz Christian Prechter, a German foreign exchange student who was attending San Francisco State College.
By 1970 American Sunroof Corp. had combined all of its Detroit operations at one plant which was located at 13500 Reeck Rd, in Southgate, Michigan. Also new was ASC Custom Craft Inc., a new subsidiary that specialized in producing aftermarket styling parts that could turn an early to mid 1970s Cadillac or Lincoln into a neo-classic, or what was more commonly referred to as a ‘pimpmobile’.
Available products included custom grills, ‘Superfly’ headlight trim, custom hood ornaments, padded half landau roofs, landau irons, fender skirts, rear deck lids with faux spare tire hump, rear deck trim, color keyed wheelcovers, oval or formal continental windows, a dash-mounted 3” television and special interior trim.
ASC Custom Craft offered a full styling conversion of the Eldorado which was called the el Deora. The changes were largely cosmetic and consisted of a reworked grill, a heavily padded landau roof that extended into the top of the doors and a faux spare tire hump mounted on the decklid. At least one stretched FWD el Deora was built using a 1974 Eldorado.
They also offered a slightly stretched Fleetwood limousine which was marketed as the Fleetwood Talisman El Deora. The Talisman was a highly optioned Fleetwood that was offered by Cadillac in the mid 70s. ASC Custom Craft introduced a line of Cadillac station wagons that were built on the rear-wheel-drive Deville chassis and are known to have built a number of wagons using Eldorados, one of which was owned by recording star Glen Campbell.