#JohnnieRebEdition

Rustic and western-themed special editions have been part of the pickup truck business for generations. Dodge sold Prospector versions of the Ram pickup in the 1980s, and the same company sold “The Dude” “sport trim package” for its “Sweptline” pickups in 1970 and 1971.

The Dude is most famously — or rather, infamously — known because Dodge (or more likely its ad agency) made the peculiar choice of using actor Don Knotts as a celebrity endorser. People loved Knotts, but his best-known role as bumbling sheriff’s deputy Barney Fife hardly projected a “tough” image.