1982 Dodge Pickup Ad

1972 Dodge Pickup Ad

The best evidence that many modern-day pickup-truck buyers don’t use their trucks as “real” trucks is bed length. For example, Crew Cab versions of the Chevrolet Silverado can be had with a 5.5-foot cargo box—a bed far too small to accommodate the traditional 4 X 8 sheet of plywood, much less a couch. This is telling, because Crew Cab models are far and away the best-selling Silverados.

Contrast those new crew cabs with the Chevrolet LUV compact pickup ad at the end of this article. One of the LUV’s selling points is its 7.5-foot bed. Note also that the Toyota ad below lists transmission gear ratios, among various other technical tidbits.

Furthermore, every ad here depicts a regular-cab pickup. Today, many dealers won’t even stock regular-cab trucks, loading up instead on 4-door-crew- and extended-cab models. One source estimates that the regular-cab share of the new-truck market is less than ten percent.

Given how comfortable most new pickups are, their expanded role as commuter vehicles isn’t especially surprising. Still, we at Consumer Guide rather miss the honesty of an old-school 2-door truck outfitted with steel wheels, a bedliner-free steel bed, and a manual transmission.

Collected here are 10 years’ worth of pickup ads, all from the Seventies and presented in model-year order. If you’ve ever spent time with one of these work-oriented trucks, tell us about it. Was it really so hard to make do without Bluetooth connectivity and satellite radio?

More classic-car ads


1970 Chevrolet

1970 Chevrolet Truck Ad

1970 Chevrolet Pickup Ad


1971 Ford

1971 Ford Truck Ad

1971 Ford Pickup Ad


1972 Dodge

1972 Dodge Pickup Ad

1972 Dodge Pickup Ad


1973 Toyota

1973 Toyota Pickup Ad

1973 Toyota Pickup Ad


1974 Mazda

1974 Mazda Pickup Ad

1974 Mazda Pickup Ad

The Minivans of 1987


1975 GMC

1975 GMC Gentleman Jim

1975 GMC Ad


1976 Ford

1976 Ford Courier Ad

1976 Ford Courier Ad


1977 Datsun

1977 Datsun Pickup Ad

1977 Datsun Pickup Ad


1978 Jeep

1978 Jeep Honcho

1978 Jeep Pickup Ad


1979 Chevrolet

1979 Chevrolet LUV Ad

1979 Chevrolet LUV Ad

Future Collectibles: 3 Vehicles I Boldly Predict Will Soon Appreciate in Value

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