Since Dodge started producing trucks way back in 1921, it has never held the crown of the best-selling pickup truck in America. Not once. Not even when Dodge was the top brand in America.
It seems from the get-go Dodge has played third-fiddle in Ford versus General Motors pickup truck wars. But being third child meant that Dodge often struggled to be recognized in the market when compared to its more famous competitors.
For enthusiasts, that has always been a good thing.
It meant Dodge always had to be different. Dodge always had to be innovative, or more enthusiastic, or just plain shout more than anyone else. The result of all that was Dodge brought us some very trick trucks along the way that were cutting-edge, that defined a market, or were just plain cool.
With that in mind, let’s take a look at 40 years of pre-Y2K Dodge truck highlights (even when they haven’t been so successful).
DukeisdukeThe US Postal Service uses some of these, complete with a custom grille that replaces the three-pointed star with a white-painted USPS eagle logo.I've never seen very many of these. About 50/50 split between the commercial versions and passenger versions.
DukeisdukeIt's interesting that the Olds has a column shifted three-speed, while the nicer Buick still had to make do with a floor shift.
DukeisdukeA '51 Chevy Styleline De Luxe 4-door next to it, in the same color (Fathom Green) as the one my grandfather owned. It has a couple of accessories visible - bumper guards, like on my grandfather's, and the rear fender moldings above the taillights, which his didn't have.
ScottDo any car companies research demographics?going after a shrinking car buying market isn’t a recipe for success.hazrd a guess that most people in their prime car buying years don’t know anything about broncos or give a sht about a heritage model. Going to die on the vine. Bad strategy and failure for future growth
MaintenanceCostsThe Jeep 4xes are impressive vehicles, even after accounting for the expected Stellantis/FCA lack of reliability. A Wrangler is not of any use to me but this powertrain in a Grand Cherokee L will be on my test-drive list when it inevitably happens.I just wish the gas engine were something other than a coarse and ugly-sounding four. These cars with either the Pentastar or the six-pot Hurricane would rocket right to the top of the list, although I'm sure they would sacrifice a couple of mpg when running on gas.