Dodge Li'l Red Express
As we've said many times in this space, the mid-1970s were a fallow period for automotive performance. Emissions concerns robbed the all-conquering muscle cars of their horsepower; spiraling insurance rates made them too expensive to own; and fuel shortages forced customers to consider lighter, less powerful, more economical cars.
Trucks, however, were another story. Less fettered by governmental regulations than their automotive brothers, many full-size trucks sported bigger, easier-breathing engines that helped make them a performance match for the fastest cars around--at least up to 80-100 mph, where the trucks' brick-like aerodynamics put a stop to the party. For example, the late-1970s Chevy full-size pickup was available with a 454 cubic-inch big-block V-8 that hadn't been as strangled by pollution controls as automotive engines. That certainly didn't help clear the L.A. air, but it did make the pickup as quick as the Corvette and Trans-Am of the era.
Today's Car Lust is a higher-profile riff on the same performance truck idea. We mentioned the compelling combination of chutzpah and testosterone in Monday's piece on the Pontiac GTO Judge; well, the 1978 Dodge Li'l Red Express has attained near-legend status with its uniquely 1970s personality. The combination of a memorable nickname, a stepside bed, fire-engine-red paint, genuine wooden side and bed trim, and chromed side exhaust stacks gave the Li'l Red Express a profile just as high as the many poseur muscle cars of the day.
The difference is that, thanks to its anti-social regard for the niceties of automotive pollution regulations, the truck could actually back up its pretensions. Under the bright-red hood lay a 360-cubic-inch V-8, a police package engine freed from interference from catalytic converters and enhanced with a four-barrel carburetor and cold-air intake. The net result was 225 horsepower and 295 pound-feet of torque. That horsepower figure looks artificially low in comparison to classic muscle cars; older cars were rated by the more generous SAE gross rating, and the Li'l Red Express was rated under the more modern and stringent net rating. Considering the rating method and the era, the Li'l Red Express was a powerhouse. For comparison, the world-class 1986 Corvette generated 230 horsepower--this nearly a decade later, in an era much friendlier to high performance.
Despite all the aerodynamic slipperiness of a brick wall, that heroic powerplant made the Li'l Red Express a dominating force in the 1978 performance scene. Car & Driver tested several high-performance American cars together to identify the 0-100 mph winner--the Li'l Red Express smoked them all. With a quarter-mile sprint in the high 14/low 15-second range, it could out-accelerate the contemporary Corvette, Porsche 928, and Magnum PI's Ferrari 308.
Like all trucks of the era, and the Dodge D-series it was based upon, the Li'l Red Express broke no new ground for comfort or refinement. What it was, however, was an awful lot of rowdy fun--an intentionally cheesy uber-truck in an age in which cheesiness reigned.
Most people think of trucks as road-going fashion accessory as a relatively recent phenomenon, but in the late 1970s flashy trucks and custom vans were hugely popular. The Li'l Red Express was the flagship of Dodge's stylish truck line that the automaker called "Adult Toys." Somehow, I doubt a major automaker would approve that name today. It was certainly a different time--check out the quasi-male symbol on the side of the custom van! Other great ads in this unfortunately named campaign can be found here and here.
These trucks have now become quirky collector's items--only 7,000 were made in 1978 and 1979. The one I really want is rarer yet--the decidedly less famous Midnite Express, which was essentially the same truck in black. This is the only photo I've been able to find of the Midnite Express.
The video is pretty interesting--it's an interview with a depressingly young Li'l Red Express owner, in which he describes the work he's done to the car. While I'm inclined to resent his fortunate vehicle ownership, he wins me over with the This is Spinal Tap reference at the end of the interview.
The top photo is courtesy of Flickr user V8 Power; the second is from Flickr user buglugs. The ad is from a new-father blog, DaddyTypes.com.
--Chris H.
Mochi Mochi on October 16, 2008 at 11:56 AM
That video was a hoot - nice kid (hate him for having that truck but someone has to own it and I don't have room - "oh yeah" :) I love these trucks, nice lines they look like a lot of fun.
The Adult Toys ad campaign is equally a hoot. I have to say advertising sometimes really works... the Adult Toy girls - very cute - feel like I'm watching an episode of Magnum PI. It really makes the late 70s look like a lot of fun. Who wouldn't want to jump in one of those cool graphics clad time machines and go for a ride! Vans and trucks that are just plain neat.
Very nice!
Cookie the Dog's Owner on October 16, 2008 at 12:43 PM
"...an intentionally cheesy uber-truck in an age in which cheesiness reigned."
That's a big ten-four on that observation, Chris! The CB radio craze (http://www.irememberjfk.com/mt/2007/04/the_cb_radio_craze.php) was at its peak when this truck rolled out in the fall of '77, and I've no doubt the big honkin' stacks were there so you could pretend you were in an eighteen-wheeler while you were ratchet jawin' with the real truckers on one-nine. Seven thirds, good buddy, we gone.
(Yes, as a matter of fact I did have a CB radio for a while in the late 70s. How ever did you guess?)
ray_d_eightor on October 16, 2008 at 01:34 PM
When I was in high school a friend had a mid-seventies 2 wheel drive GMC pickup with a 454. Absolutely the scariest road going vehicle I've ever ridden in.
Big Chris on October 16, 2008 at 02:59 PM
I'm coming to recognize the automotive mecca I grew up in as a child. There's a guy just 4 blocks from my parent's house who has one of these. By the late 80's it was looking pretty beat up, he drove it regularly and it sat in the driveway all those harsh South Dakota winters. Some time in the last 10 or so years he remodeled the truck, and quit parking it in the driveway (he does have a double garage after all!). I saw it again the last time I was home, and it was looking very sweet. Though I do think he went with a more candy apple red rather than the original fire engine red.
--Big Chris
dramaturge on October 16, 2008 at 06:34 PM
One of the classics. Someone near us owns one. Unfortunately, he's apparently part of the Klan. Hard to hide your identity when the truck shows up in a news story covering a Klan meeting. He really doesn't deserve the truck and should donate it to me.
mohammed on December 17, 2008 at 09:10 AM
nice car >>>>>>>
http://www.bae3.net
Car Wallpapers on January 07, 2009 at 01:41 PM
Very well maintained monster.
Joan Beam on February 17, 2009 at 07:00 PM
I have a 1979 dodge truck, it is the same body type as the red express, but it is just a plain 100 custom. I believe the motor is a
318, it has some body rot and some frame damage, however it does run but need a tune up, my son was trying to restore but quit. Does anyone have a clue on the value??? Thanks
Skip Gibbs on February 19, 2009 at 04:52 AM
The Li’l Red Express & Warlock Owners Club and Grafton Dodge Announce the 14th Annual, Li'l Red Express & Warlock Owners Truck Show Weekend
JUNE 12th, 13th & 14th 2009 - Show date is June 13th at Newport News VA. – 10:00 AM to 3:30 PM. Show is open to all Li’l Red Express, Warlock, and all 1972 through 1985 Dodge Trucks.
For More Information Please Contact Skip Gibbs at; 757-875-5270 or 757-286-6969 or e-mail skipgibbs@cox.net, are you may also contact Greg Willis at; 757-242-3281 or 757-373-9421 or e-mail blindone1@verizon.net
Club Web Site; http://home.att.net/~theadventurer or check out Grafton Dodge at http://www.graftondodge.com
To make Hotel Reservations contact the Holiday Inn & Suites, Newport News, VA. @ 757-952-011
Hans on March 24, 2009 at 05:16 AM
What a monstercar. I love american supercars
Bob on March 29, 2009 at 12:20 PM
I have an early 1965 Dodge W200 Power Wagon CREW CAB w/ 8 foot box. The 318 has approx. 114,000 original miles. The truck has been in the family since day ONE>. I have the original DMV reciepts and owner manual. The frame was factory stretched 8"
Does anyone know of any others fitting this description. ????Dodgesweptline. org, sweptline.org have been of some help Chrysler/ Warren Truck Plant are all ZERO's in the information department
Thank you,Bob
smillieface@netzero.net
For a pix use Google images and enter 1965 Dodge power Wagon
Should be the first pix.
Mason Pitrucha on May 01, 2009 at 06:53 PM
Man i saw that vid on youtube while researching Lil Red Express's since im looking into getting one for my first truck here in the next month.
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Jeff on May 27, 2009 at 06:57 AM
Even before I read the entire piece I watched the video & grew increasingly resentful of the kid for having such a great classic at such a young age (I was driving a 1.6L '84 Pontiac 1000 at his age), but when he made the Spinal Tap reference at the end I smiled and said to myself: Ya know...that kid's OK...
I was pleased to see, upon reading the remainder of the article, that the author agreed.
Dodge Pickup Trucks on December 10, 2009 at 03:40 AM
I love Trucks, Red Express is truly Monster. I have some of monster of mine just take a review http://www.useddodgetrucksforsale.com/used_dodge_trucks.php
Ed Surrena on August 19, 2010 at 10:10 PM
What I was wanting was what would a 1978 lil red express truck 360 v8 with 13,000 miles be worth a ball park figure I was maybe interesting buying the truck party said make me an offer did not know what it would be worth. thank you Ed
Ed Surrena on August 19, 2010 at 10:15 PM
any one can email me at eesmjs@zoominternet.net with a ball park figure on the 1978 lilred express truck 13000 original miles on it. thank you Ed
Skip Gibbs on January 16, 2011 at 09:21 AM
THE LI’L RED EXPRESS & WARLOCK OWNERS 16TH ANNUAL TRUCK SHOW
The 2011 Truck Show has now been scheduled and again it will take place at Holiday Inn & Suites in Newport News Va., it will be our sixteenth annual Truck Show. (For room registration contact the Holiday Inn Front Desk: @ 1-757-596-6417 and tell them it’s for the Li’l Red Express Truck Show.)
Plans are in place for a more entertaining and enjoyable show.
There will be prizes and giveaways throughout the event. The vehicle entry fee to participate will continue to be $25.00. The entry fee applies only to the show and all entries received by May 1th, 2011 will receive one free T-shirt reserved for pickup at the at the show.
Skip Gibbs: Cell 757-286-6969 or 757-875-5270 on the web at: lilredexpress.org or email skipgibbs@cox.net
Bryan Johnson on June 22, 2011 at 04:45 PM
Hi There. I Bought one of these Trucks Brand New In 78. Would Luv To Have It Back. I,m Now 63 Years old. If Your Not Interested in this Truck ,Please Let Me Have a Chance To Buy It. Thankyou. Bryan. I,m In Peterborough Ontario Canada.