The 1950s were an exciting time for the U.S. automotive industry. General Motors, Ford, and Chrysler dominated domestic sales, and their postwar production runs witnessed their highest output in years. With this renewed confidence, manufacturers were willing to take risks and test the market by adding models, options, colors, and even all-new vehicles.
Although passenger cars continued to receive many improvements, innovations, and fresh designs, trucks were still seen as “utilitarian,” with few changes implemented from year to year within a platform’s generation. As such, the “working truck” remained largely unchanged and lacked anything remotely exciting for the potential buyer.
In 1954, the tide was about to change. Up-and-coming automotive designer Chuck Jordan presented the design for a new “luxury” truck to executives at Chevrolet; it was based on
