Spiffing issues up for simply $87.
Whereas $87 might not seem to be a lot, it went a good distance again in 1978. Take this advert for the Dodge D100 pickup truck. The truck depicted boasts a base worth simply over $4000, and given its humble entry-level nature, appears to be like fairly spiffy, all issues contemplate.
However there are two issues that basically give this fundamental Dodge a little bit of aptitude. First, there’s the yellow paint job, and second, there’s the white-sidewall tires and shiny wheel covers. And for a truck that’s, at $4147, completely bereft of every other choices or options, it appears to be like fairly good. Now, we don’t know if the striped seat upholstery comes customary as nicely, however we prefer it.
But it surely’s the white-wall tires and “deluxe” hub caps that basically elevate the look of this budget-friendly workhorse, and per the small textual content within the advert, they contribute $87 to the underside line. We’d say the tires and wheel covers are cash nicely spent. This can be a nice-looking truck.
The advert doesn’t go into a lot element concerning the truck technically, however we will ensure that this bottom-line Dodge is powered by Chrysler’s ubiquitous Slant Six engine mated to a 3-speed guide transmission.
What this truck didn’t include was air con, a dome gentle, or radio—after all such luxuries have been accessible, for a worth. And about that worth: $4147 is about $16,000 in 2025 {dollars}, which looks like an unimaginable cut price to us. The least costly new Ram pickup now lists for simply over $40,000, however is laden with expertise and tools not even accessible in 1978. Nonetheless, 40 massive looks like rather a lot.
Talking of coloration, we’re a little bit confused by the Hearth-department stuff on this advert. The truck is white, and the man’s jackets are grey. The place’s the purple? Solely the canine appears to be of applicable livery.
Whereas our major takeaway from this advert is that pickup vehicles have gotten costly, we’re additionally impressed by how far $87 used to go. To learn extra Favourite Automotive Advertisements, click on right here.
Take heed to the Automotive Stuff Podcast
1978 Dodge D100 Footage
Click on under for enlarged photos
Massive-Rig Model: What If Semi-Truck Makers Constructed Pickups?
