The 1970s saw intense competition among Detroit’s Big Three automakers – Chrysler, Ford, and General Motors – as they continuously upgraded their van designs. Chrysler and GM led the charge in 1971 with their new van models, while Ford followed suit in 1975. By the end of the decade, this rivalry, dubbed the ‘Detroit van wars,’ had reached its peak. Dodge, a Chrysler brand, had risen to the top of the van sales chart by 1979. The company’s success was highlighted in a full-page magazine ad that promoted the Sportsman passenger van and Tradesman cargo van. Chrysler marketed the Sportsman as a station wagon, emphasizing its versatility. The ad campaign was part of Dodge’s strategy to maintain its market lead, achieved through continuous improvements in van design and features throughout the decade. The sales figures were based on the industry’s standard practice of defining van sales, reflecting the competitive landscape of the time.
