Word: ranchero
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Dates: during 1960-1969
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Dolled Up. For the first time since 1935, Ford has overtaken Chevrolet in the light-truck market. But the margin is slim, and each manufacturer predicts sales of 700,000 trucks this year. Ford tops its line with the sporty Ranchero, while Chevrolet counters with the El Camino. A long list of options includes air conditioning, power steering, automatic transmission, wooden steering wheels, bucket seats and high-performance engines. The price of a dolled-up pickup can approach $5,000, and the cost of the piggyback camping unit that slides into the truck bed can add another...
...mushroomed until it now accounts for 76% of all truck sales. The light trucks have even inspired some leisure-time cousins: small, rugged vehicles that are designed for camping, recreation and family hauling. To satisfy this market, Chevrolet has introduced the Chevelle El Camino, Ford has brought out a Ranchero on a Falcon chassis and a rugged, all-purpose Bronco roadster. Harvester is pushing its Scout, and Kaiser has a strong-selling civilian model of the Jeep...
...used in movies and TV shows. A new Lincoln was squeezed into a tiny cube by a giant press in the James Bond movie Goldfinger; the villain who arranged the crush-out to get rid of a rival carted off the metal remains in, of all things, a Ford "Ranchero" pickup truck! Chrysler has signed agreements with no less than 17 TV shows to use its cars, among them Peyton Place, Dr. Kildare, the Beverly Hillbillies and The Fugitive. Napoleon Solo escapes Thrush in a Dodge; Efrem Zimbalist Jr. tools around on FBI business in a Mustang...