American 1/2-ton Pickup Trucks of the 1960s
American 1/2-ton Pickup Trucks of the 1960s
ITEM 208TOT
By Norm Mort
In American 1/2-ton Pickup Trucks of the 1960s, Norm Mort picks up the story of the continuing popularity of the pickup truck in America. Although the 1/2-ton American pickup truck was still purchased as a basic utility vehicle during the '60s, more and more, consumers were looking for stylish, comfortable, good handling, and high performing trucks.
The important role played in American life by the lightweight, high-production pickup truck is often overshadowed by their innate ruggedness, reliability and utilitarian nature. Yet, as the quickly-changing decade evolved, so did the pickup truck, and the manufacturers' interpretation of them. Continuing its trend from the 1950s, a trend towards greater style, comfort and optional equipment, the pickup truck would less and less assume the lines and styling of its flashy, sibling car versions, and instead evolve an identity all of its own.
With vintage photographs and advertising material from the author's collection as well as new original photographs by his son, Andrew Mort, this book is a visual treat for the pickup truck enthusiast.
Sftbd. 90 pages
Author Norm Mort notes this is his 13th book blending his son’s photographic skills and his own writing to tell the story of American half-ton pickups of the 1960s. Published in 2016, and part of the “Those were the days …” series produced by Britain’s Veloce Publishing, this digest-size paperbound features a wonderful array of 155 photographs by son Andrew and advertising images primarily from the author’s collection along with informative captions. In the introduction, Mort identifies the context for 1960s pickups declaring that buyers were increasingly looking for more style and comfort from these basic utility vehicles. In “The New Decade,” he offers his take as a Canadian on 1960s American culture—the “philosophical changes in thinking and living” that influenced how Americans viewed pickup trucks. Chapters devoted to various marques reflect both American and Canadian offerings: “Ford and [Canada-based] Mercury;” “Chevrolet and GMC;” “Dodge and [Canada-based] Fargo;” and “Studebaker, International, and Jeep.” The chapter “New Approaches” covers the Chevrolet Corvair, Ford/Mercury Econoline, Dodge/Fargo A100, Chevrolet El Camino, and Ranchero. The “Close-Up” chapter features photographs of trucks already covered while the final “Optional Equipment” chapter could have included its content in the specific marque chapters.
Book Review by Robert Gabrick
