Ford Ranchero/Chevy El Camino
Ladies, you may stop reading right now. Avert your eyes, if you must, because this post is about men.
Real men. Manly men. Who do manly things in manly ways, that only manly men can do them. Men who mow their own lawns, fix a leaky faucet, and change their own oil. Men who brew up a pot of battery acid every morning. Men who use after-shave, not "post-shave skin conditioner with aloe, seaweed extract and Vitamin E with a subtle scent of coriander." Men who wouldn't touch a quiche with a 10-foot fork. Men who only drink whiskeys that are named after animals or people. Men who only cry when their father or best hunting dogs die. Men who frankly, my dear, don't give a damn. Men who know every manly cliche from the last 30 years and aren't afraid to use them.
These men drive a particular type of car. A car that drips testosterone like a leaky gasket. A car that says, "I know what I need, and this is it." These type of men know that they'll never drive the length and breadth of the Kalahari, but they will sure as hell be hauling 4-by-8s home from the lumberyard (note: not the "home improvement store"). Men who don't need fine Corinthian leather or a station wagon dressed up as an Urban Assault Vehicle. No, this is the Steve McQueen of cars: no entourage, no workout video, and no froufrou drinks with umbrellas in them.
I jest, of course. The lack of a Y-chromosome doesn't disqualify anyone from appreciating these fine cars, let alone owning or driving one. There are no doubt many men who just don't have the ... um ... good taste to rate this kind of car, and plenty of women who do. It's far more about the mindset than which restroom door you come out of.
Now, I know what you're thinking. "Is he talking about one car or two?" Well, to tell you the truth, in all this excitement, I've kinda lost track myself. Read on, but only if you feel lucky, punk.
Generally referred to as utility coupes, these beasties are simply a standard coupe cabin with a cargo bed in the back. This most American of vehicles actually got its start in Australia in 1935 when Ford Australia put a cargo bed on the back of its new Ford Coupe body. It quickly went out of style Down Under but was resurrected by Ford in North America as the Ranchero for the 1957 model year. It was based on the Custom sedan and was produced on the same factory line as the regular models, but sold through Ford truck dealers.You could get one in either a very basic trim level--marketed mostly to those who would ordinarily buy a pickup truck--or a fully optioned version. And despite its origins as a car, it actually had a slightly greater cargo capacity than the half-ton F-series pickup; no slouch when it came to hauling.
The Ranchero was a hit with the press and the buying public and was so successful that it prompted GM to launch a ute of its own, the iconic El Camino. The El Camino ("The Street" in Spanish) was first produced for the 1959 model year and was based on the Brookwood station wagon. Like Ford, Chevy offered every option available on its normal car lines for the El Camino. Despite this, the El Camino did not sell very well, perhaps due to its rather flamboyant styling, which probably detracted from its utilitarian function. Chevy canceled the model after the 1960 model year after selling less than 37,000 units.
The El Camino was re-launched for 1964, and went head-to-head with the Ranchero for a number of years. In its second incarnation the El Camino was based on the Chevelle; throughout the 1960s and into the early 1970s it followed many of its siblings through the muscle car era. A Super Sport version was available using engines up to the 454 LS6. The Ranchero followed suit, though it was initially downsized in 1960 using the Falcon as its base, generally a much more utilitarian vehicle than the Chevy. But by 1968 the Ranchero was based on the Torino and received many of the muscle car options Ford was doling out, including the 428 Cobra Jet engine.
The Ranchero and El Camino followed their sedan bretheren out of the muscle car era and into the Age of Visual Excess in the 1970s. The Ranchero continued to be based on the Torino until that model was phased out, and it then switched to, of all things, the Thunderbird/LTD-II. How much do I love this one? A lot, thank you very much. Like everything else, power went down while luxury options went up, and the Ranchero quietly ended its life after 1979 as Ford migrated its truck business to the light-pickup line.
The El Camino stayed with the Chevelle through 1977 and then made the switch with the rest of the Chevy line to smaller designs, now based on the Malibu. It had the more sharp-edged styling of the New Chevrolet. Engines were generally small and didn't crack the 200 horsepower mark again. Unlike the Ranchero, the El Camino soldiered on until 1987, when it was finally laid to rest.
What killed the Ranchero and, eventually, the El Camino? Most likely the CAFE fuel mileage regulations. Both of these vehicles were car-based and thus came under mileage regulations; since they needed the extra weight for their cargo-carrying roles, there was little incentive to continue building them. This was especially true for Ford, which had already started to transition over to a light truck with their Courier and eventually the Ranger lines which were not covered under CAFE.
The El Camino is generally considered the archetype for this type of vehicle even though it wasn't the first. There were plans by GM to revive the type, though this time based on the Pontiac G8, itself an import of the Aussie Holden Ute, but these plans have apparently been shelved. At least one other manufacturer has had a go with this type of vehicle, in the form of the Subaru Baja, a utility version of the Legacy/Outback wagon. Generally, however, the market has concentrated on extended-cab small pickups which are not covered under existing CAFE rules ... yet.
Were utes a good idea? Well, maybe. They certainly were popular for quite a while, and they offered a nice combination of occasional hauling capability with the day-to-day driving niceties of a standard car. They were probably the best combination for the suburban guy/gal who used it mainly for commuting but occasionally had a load of brush to haul to the dump. They had better ride and handling than a pickup but were still practical. I really have no idea why these came to be known as "guy cars", but such is the automotive life.
Or should I say, the High Life?
--Anthony Cagle
Both of the El Camino photos come from El Camino Pictures and the Ranchero photo and poster are from MustangMonthly.com and Dream-Cars.org, respectively.
Chris Hafner on April 09, 2009 at 04:50 PM
I love the Laforza in the High Life ad.
Cookie the Dog's Owner on April 09, 2009 at 05:15 PM
Those first two paragraphs are some of the best writing that Car Lust has ever run.
A friend of mine had a Torino-based Ranchero in the mid-70s. We used to refer to it as an "El Camino" just to set him off.
That Car Guy on April 09, 2009 at 05:21 PM
First of all, Anthony, I think this is the best post I've seen on Car Lust in a long time! Combining boring car facts with true emotion is difficult, but you have done it here.
Second, these men "Who do manly things in manly ways, that only manly men can do them"... do they hang out in manly ports like Mikonos, Key West, and San Francisco? OK, j/k, but I'd heard that somewhere before LOL!
Third and finally, my favorite cinematic use of a utility coupe is in "Goldfinger", where Odd Job returns the crushed Lincoln Continental (Along with the late Mr. Solo) to the horse farm. Whoever that electromagnet/crane operator was gets a Gold Star for quickly maneuvering the car cube into the back of that Falcon-based Ranchero without scratching a thing. Truly amazing.
Anthony Cagle on April 09, 2009 at 06:46 PM
Actually, that whole thing was just an excuse to post that Miller ad. I've watched it probably 50 times and it still cracks me up.
I bet you think I made up that "post-shave" lotion recipe, too.
Charles on April 09, 2009 at 07:33 PM
Gastonia NC definition of El Camino or Ranchero driver: "A man too lazy to drive a pickup truck and too mean to drive a car."
National Transport LLC on April 09, 2009 at 08:30 PM
Wow- they really need to bring some of these back...How sweet would that be?!
Stumack on April 09, 2009 at 08:56 PM
I think the reason Chevy cancelled the Elky after 1960 was that the 2-door wagon body it was based on was discontinued after that year. I'd imagine the 37,000 sales for '59-'60 was about what was expected. In the '70s, it wasn't so much fuel mileage that killed these off, but rather the influx of compact Japanese pickups that did the same thing at a much lower price point and were targeted to a youth demographic. I think the Ranchero and El Camino were classified as trucks and not subject to CAFE requirements - for example, even to the end in '79 the Ranchero did not have headrests, which had been mandatory in cars since '69.
Theodore on April 09, 2009 at 10:00 PM
General Motors also produced a couple of rebadged El Caminos, the 1971-77 GMC Sprint and 1978-87 GMC Caballero.
Chrysler dipped its toes in these waters very briefly in the form of the 1982-84 Dodge Rampage and 1983 Plymouth Scamp. These Omni-based mini-utes were about as successful as you'd expect, which is to say not at all. But before their merciful disappearance, Dodge did manage to produce about 200 turbocharged Shelby Rampages.
My dad just sold the 1965 Ranchero, straight six with three on the tree, that was his daily driver for several years. He thought it a nice little car for around town and even took it on the occasional weekend road trip. I never really liked it, mainly because of the absence of shoulder belts and the presence of an unpadded dash that always seemed to be pointed straight at my forehead, but he had a lot of fun with it.
Shawn on April 09, 2009 at 11:11 PM
Dammit, Chris beat me to the punch in identifying the Laforza in the High Life ad. I will say that that was a real truck underneath at least, they should've picked an easier target.
I had a friend with a Caballero back in high school. It was better known as the "cruck". What was with the Spanish names all these utes were given?
For me, I'll take a Subaru BRAT anyday over these. Where else can you get factory seats in the bed and t-tops all in one package with your utilitarian 4x4 goodness?
And lets not forget the handsome VW Rabbit pickup when discussing crucks.
Rob the S6 Guy? on April 10, 2009 at 12:16 AM
Disagree. Like the car.... but men don't drive them. Men drive big ass macho trucks. At least around here. They don't really haul anything, nor do they offroad. They claim they need them for hunting, when in reality they need them in order to make up for insecurities of their libido, sexual orientation, or other such things.
Now... I wish it were different, I really do. I love Ute's. But they just don't sell. The majority of the "Mayons" in America want huge gigantic trucks that handle like soft serve poop and brake even sloppier. Apparently the worse the vehicle is at actually driving, the more of a man you are. I don't get it.
Austrailia is the one place where guys still like to actually DRIVE, and haul things occasionally. They sell utes down there like crazy! I wish some of that mentality would rub off up here, but I'm afraid the average American is much too worried what all their guy friends with big pick'm up trucks would say.
Slick on April 10, 2009 at 07:48 AM
as an australian, i heart utes. they are a fantastic way of getting around and often actually have better fuel economy and occasionally slightly better handling (similar weight but it is lower and with a longer wheelbase) than their sedan counterparts.
David Colborne on April 10, 2009 at 08:28 AM
Rob - What cracks me up is that, at least in my experience, it's usually the WOMEN that gravitate towards the larger trucks. They like them for their visibility and their size. Plus, large trucks now have back seats. That makes them "versatile". Then again, there is a small segment of women here that latched on to the Baja like none other... unfortunately, that same segment also tended to march in "pride" parades, which didn't help sales.
Bill T. on April 10, 2009 at 09:32 AM
These models may be the forerunners of the "crossovers." My early years were spent in Detroit, and there were a lot of these around, but I often wondered, what for? If one wants a sedan, buy it, if a truck is desired, get it instead. Limited passenger space, and if I remember correctly, rather limited cargo space. I drove an El Camino once for a short haul, and wasn't impressed. A while back my wife bought a Jeep Grand Cherokee Limited. After the first ride in it, I felt that it was simply a luxury truck - rather stiff ride and sits high.
Buck Futt on April 10, 2009 at 04:09 PM
I'm unconvinced to this day that "El Camino" doesn't mean "ugly hunk of crap" in Spanish...
Richard on April 10, 2009 at 04:30 PM
I had a '67 El Camino while I was in the Navy back in the mid-80's. It was a lot of fun to drive and was useful for hauling the occasional odd item around. The motor was pretty trashed when I bought it but I still got 3 years and 40K miles out of it before the 350 CI finally said enough. Not bad for an $800 beater. I wouldn't turn down another like it if it happened along
Eric on April 10, 2009 at 05:04 PM
My WWII vet Dad, who grew up in The Depression era, always bought nice economical little commuter cars to drive 50 miles one-way to work -- Renaults, Kharman Ghias, a small-engined Nova -- until 1973.
Then he bought a brand new 1973 El Camino. I didn't care much for the Malibu sedans, but the El Camino was beautiful. His had gold/brown paint with the faux wood sides, and a white (!) tonneau cover on the back. He babied that thing. He was fanatic about a clean car, and he always kept that vehicle spotless, including the engine and the tonneau cover -- he found some special bleach/whitener for use on white vinyl and attacked every spot the dared appear. I remember the first time I got to drive it by myself, as a teenager -- that was a milestone!
About four years later, at age 60 he traded the El Camino and some Savings Bonds in for a brand new 1977 Camaro LT with a gorgeous kind of emerald blue-green paint (I think officially it was "aqua")...and a solid white interior. He kept a bottle of vinyl whitener in the car, and hardly let anyone in it besides himself. I think it was the first new car he ever bought outright ($4000 IIRC), without needing loan payments. It was a head turner too, and he kept it until he died. I got it when I came back from overseas.
AD on April 10, 2009 at 05:27 PM
No, the Ranchero of '57 was not based on a two-door sedan, but on the 2-door Ranch Wagon, just as the subsequent El Camino's were based on 2-door station wagons.
Bryan Frymire on April 10, 2009 at 05:35 PM
Anyone know who directed that Miller ad? I do. Errol Morris. Primarily a documentarian, his most famous and influential film was "The Thin Blue LIne". It's the story of Randall Dale Adams, an unfortunate drifter who is sentenced to death in Texas for the shooting of a Dallas police officer. Seek this movie out. It's one of the most significant films of our time - and I'm not exaggerating here. No spoilers either. Just rent it already.
This article sorta reminds me of the late Fred Gwynne in the movie "My Cousin Vinnie".
"...The two utes?"
Anyone remember that?
When I lived in Bowling Green Kentucky back in the early eighties, there was a sort of run-down used car lot that I'd drive by on my way to school. For about six months there was a white El Camino SS with the 396 motor and neat-o cowl induction hood that sat there for about six months. Asking price was 1600 bucks, if I recall correctly. At the time there were approximately 1600 reasons not to stop and give it a look. Now I'm sad.
dthistle on April 10, 2009 at 06:22 PM
I got back from Viet Nam in 1970 and ordered a Ranchero GT from the factory (the only vehicle I have ever ordered). 351 Cleveland (on the advice of my insurance agent) with the 750 Holley (650? very small primaries and secondaries like sewer pipes), positraction 3.73 rear end, close ratio 4 speed with the Hurst shifter, no power steering, big radiator, big alternator, no air, flat black hood, streamlined mirrors and the worst tires ever made in the US of A (Goodyear raised letter polyglass). Very good mileage until the secondaries were open up but that would give me 4th gear rubber with a good shift. I curse the day I ever sold that truck!!!
RR Ryan on April 10, 2009 at 06:39 PM
I missed the Laforza, but it's kind of funny. A friend bought one in college, and I'm pretty sure it's still sitting in his parents' driveway.
SMSgt Mac on April 10, 2009 at 07:06 PM
There's also a worthwhile discussion as to the differences in devotees of the subtypes: El Camino Lovers vs. Ranchero Fans. There wasn't a lot of difference between the two groups as far as I can tell until the 70's. From about '70 on, it seemed like a chasm grew between the groups. So much so that in the 80's and early '90s a joke was floating around North Texas that went something like this:
Q: Why are all the young a****** driving 'slammed' Chevy Pickups?
A: Because all the old a****** won't sell them their El Caminos.
My preferences between the two varied by model year, but I STILL lust for the 1970 Ranchero 429CJ. (although I'd cherish that '70 SS at the top of the post too - does that make me a two-timer?)
Pete on April 10, 2009 at 09:02 PM
Hey Car Lust:
This is hijacking the thread, but you ever gonna do a story on my beloved 1973 Olds Cutlass Sport with 350 cubic-inch 4-barrel carb and Turbohydromatic transmission? That was a great car, my very first, and the motor is still probably running somewhere. Only time it ever gave me trouble was on a foggy day, when the points/condenser wouldn't work too well, and it wouldn't start.
Brown vinyl rool, yellow-gold body, with bench seats, and a trunk big-enough to swallow the contents of my entire dorm room, stereo speakers and all, with plenty of room for the full-sized spare, too. AM radio only, so I bought a Pioneer FM/cassette unit for under the dash. To this day, I wish it had been dual exhaust, but it still sounded fabulous, that big V-8 rumbling away. Got it up to 120 mph drag-racing some guy in a Dodge up in Minnesota; she was fast. The car handled pretty badly in the corners - but who cared? Certainly not me. And it ate up rough potholes easy on those old polyglass tires, and a moderate suspension.
Those were the days, all right. Next time, I'll talk about my 1969 Pontiac Firebird convertible...
David Drucker on April 12, 2009 at 08:53 AM
That Car Guy said: "...the car cube into the back of that Falcon-based Ranchero without scratching a thing. Truly amazing."That Car Guy said: "...the car cube into the back of that Falcon-based Ranchero without scratching a thing. Truly amazing."
What *I* found amazing is how they managed to drop more than two tons of crushed Continental into the bed of that little Falcon without crushing the Falcon even worse. (I'm thinking that they pulled the old switcheroo, and it was a lesser load. Movie magic.)
And am I the only one who's heard rusted old El Caminos referred to as "the official car of trailer park nation?"
That Car Guy on April 12, 2009 at 09:07 AM
Hey David! If you look close at the Lincoln (From the bottom) as they carry it to the crusher, you can see lots of light through the engine compartment, and possibly the fire wall is gone. So no drivetrain, maybe fewer internal body panels, and the late Mr. Solo is not visible in the back seat either. But I give the Bond producers leeway in that he might have slumped into the rear seat floor.
Seriously, just the volume of the huge V-8 and transmission would have about filled the back of the Ranchero. But still, all that sheet metal and framework weighed a lot, and I'm still amazed at the skill of the operator!
The blue sun visors of the Lincoln also stay in view, as well as the chrome bumpers. How many times have I seen this scene? More than I want to count, I'm sure! :)
That Car Guy on April 12, 2009 at 09:16 AM
Here's at least part of the Continental!: http://img255.imageshack.us/my.php?image=goldfingerlincolncontintq3.jpg