Blast From the Past: Iconic Trucks of the 1970s
The 1970s witnessed a transformation in the pickup truck landscape. Trucks moved beyond purely utilitarian workhorses and embraced style and comfort, appealing to a wider audience. Manufacturers responded with softer seats, refined interiors, and even features like air conditioning. Bold colors, chrome trim, and sporty details, once exclusive to passenger cars, began appearing on trucks. Special editions further elevated the pickup’s status. These trucks could still handle tough jobs but offered a more enjoyable driving experience. Let’s take a look at five of the coolest classics from that era and explore their current market values.
1972 Chevrolet C10
The C10, the final model of Chevrolet’s 1967–1972 “Action Line” series, is often lauded as one of the best-looking Chevy trucks ever designed, and was highly customizable. Buyers could choose between the Fleetside and Stepside bed styles and short-bed and long-bed wheelbases.
Under the hood, options ranged from a base inline-six to the more popular V8s, including the 350 cubic inch (5.7L) engine, producing around 175 horsepower and 290 lb-ft of torque, and the 402 cubic-inch (6.6L) big-block V8, which delivered 240 horsepower. Transmissions included three- and four-speed manuals, and two- and three-speed automatics. Inside, the C10 offered a functional layout with analog gauges and a basic dashboard. Features like air conditioning and an AM/FM radio enhanced the driving experience. Today, well-maintained C10s command prices between $30,000 and $50,000.
1973 Ford F-250 Highboy
The Ford F-250, nicknamed “Highboy” due to its elevated stance, is a highly desirable truck. Its distinctive height came from a divorced transfer case, which wasn’t directly attached to the transmission, raising the suspension.
Built for rugged terrain, the Highboy featured Dana 44 front and Dana 60 rear axles. Power was provided by Ford’s 360-cubic-inch V8, producing 215 horsepower and 443 lb-ft of torque, or the optional 390 V8. Early Highboys were mostly manual, but an automatic C6 transmission was offered starting in 1973. The factory lift made it easy to fit large tires, making it popular with off-road enthusiasts. Highboys in good condition can sell for $50,000 to $75,000, with pristine examples fetching up to $100,000. Potential buyers should carefully inspect for VIN, rust, and damage.
1976 Jeep J10 Honcho
The 1976 Jeep J10 Honcho introduced a bold, stylish aesthetic to the J-Series, formerly the Gladiator pickups. The “Honcho” package gave the J10 a rugged, adventurous look.
The Honcho featured muscular flared fenders, striking gold stripes, custom decals, and off-road wheels. It was equipped with the powerful AMC 360-cubic-inch V8 engine, producing 195 horsepower and 295 lb-ft of torque. Only 1,264 Honcho trucks were made, making them rare. Today, these trucks sell for over $50,000.
1976 International Scout Terra
The International Scout Terra, introduced in 1976, was a pickup version of the Scout SUV. It featured a 118-inch wheelbase and a 6-foot bed.
Buyers could choose from four engines: a basic International inline-four, a Nissan diesel, and two V8 options. Most Terras used four-wheel drive. Well-maintained restored V8 models of the Scout Terra can go as high as $37,000.
1978 Dodge Lil’ Red Express
The Dodge Lil’ Red Express gained notoriety as one of the fastest American-made vehicles of its time. Dodge circumvented emission regulations by building a “muscle truck” rather than a muscle car. Under the hood, it had a tuned-up 360-cubic-inch V8, producing 225 hp and 295 lb-ft of torque, paired with a 3-speed LoadFlite automatic transmission. The Lil’ Red Express came in bright red with wood paneling and chrome exhaust stacks. Only 7,306 units were built, making them rare. Good condition examples can fetch around $36,500.
