There was a time, when American truck shoppers were willing to tolerate the shame of driving small pickups, when the members of the Detroit Big Three couldn’t/wouldn’t build their own and thus sold rebadged Japanese trucks. GM had the Isuzu-built Chevy LUV, Ford had the Mazda-built Ford Courier, and Chrysler had various flavors of the Mitsubishi Forte aka Mighty Max. In 1982, you could get your Forte as a Mighty Max, a Plymouth Arrow, or a Dodge Ram 50. Though you could buy the Ram 50 until 1986, examples of this truck are very rare these days. Here’s one that I spotted in a Denver yard last week.
There was no mistaking this truck for a luxury vehicle. Cloth bench seat, manual transmission, no air conditioning.
Power came from the 2-liter Mitsubishi Astron L4 engine, which wasn’t quite up to, say, Toyota R reliability but made decent power.
The tape-stripe graphics were very much of their time.
Whitewall tires standard, in the “Ram 50 Royal,” whatever that was. One of the weirder ads of the Late Malaise Era.