#rebadging

In a captive import enterprise that began in 1979, Dodge sold Mitsubishi’s compact pickup (aka Mighty Max in North America) to compete with the likes of the Ford (Mazda) Courier and the Chevrolet (Isuzu) LUV. Badged as the Ram 50, the truck was sold through two generations, 1979-1986 and 1987-1994. By the Nineties, the second-gen was showing its age, and Dodge decided it would rather focus on its own midsize truck, the Dakota.

But there was another captive import that arrived at the very same time as the second edition of the Ram 50. Say hello to the Raider.

Dodge’s import truck story began in 1979, when the Mitsubishi Forte (or L200) arrived on North American shores, rebadged as the Dodge D-50 and Plymouth Arrow. A captive import like the Colt, the durable Dodge D-50 (later Ram 50) proved itself a solid entrant into the compact pickup truck market. What proved unpopular was the Plymouth Arrow, which did not make it past its initial 1979-1982 outing. The Ram 50 was refreshed in 1982 but was certainly due for replacement in 1987 when the second generation arrived.

Recently on Abandoned History, we learned about the Colt, a captive import Dodge/Plymouth/Eagle/AMC/Renault sold courtesy of a badge swap on some compact cars from Mitsubishi. During that series’ tenure, one of our readers had a great idea: A separate Abandoned History discussion of the captive import trucks and SUVs in the Dodge portfolio. The time has come!