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LYNCH CELEBRATES 100 YEARS OF ICONIC CHEVY TRUCK DESIGN
One hundred years ago, Chevrolet introduced the 1918
One-Ton, setting the stage for a century of iconic trucks.
To commemorate this milestone, the brand is looking back
on 10 of the most iconic designs in Chevy truck history.
While Chevrolet truck design has changed radically over
the past 100 years, one thing has always been true: Form
has followed function as the trucks evolved to meet the
customers’ changing needs.
“Today, the Chevrolet truck design studio is focused on
purposeful design that creates personality and
customization options for a wide breadth of truck
customers,” said Rich Scheer, director of Exterior Design for
Chevy Trucks. “Looking back on the past century of truck design, I realized that Chevrolet designers have been
focused on the same goals since the very beginning.”
Here are 10 of the most iconic Chevy trucks in the past 100 years, along with a design perspective for each from
1918 One-Ton: The first production truck from Chevrolet was inspired by vehicles used in plants to move
parts and pieces from place to place. In the simplest terms, this is an example of form follows function. It
was a rolling chassis featuring an open cab, an inline four-cylinder engine and an open frame allowing
customers to install the body that fit their unique needs. One striking design element is the beautiful badge,
which was clearly a designed element of this truck. The font, the proportions and the dark blue, almost black
color make a very sophisticated bowtie, even by today’s standards.
1929 International Series LD: The 1929 was the first Chevrolet truck to
feature a closed cab, which created the potential for what we know as
interior design today. As with all designs, once the functional elements
were defined, more comfort- and style-focused features started to
become important for truck buyers. It’s amazing how fast they went
from the purpose-built 1918 truck to a more styled, closed-cab truck.
This is also the time when we started to introduce color. The color
combinations on Chevrolet cars and trucks from this period are
something I still love today.
1938 Half-Ton: This was the first truck designed in the newly formed Art
and Colour department, which was later to be known as Design Center,
by Harley Earl and his team. (Earl became GM’s first design chief.) This
year also saw the designs of cars and trucks deviate, as Design realized
the need for trucks to have their own identity. As such, it is arguably the
first example of Design’s influence on trucks. The proportions really
evolved from the earlier designs, creating a lower and longer truck with
a styled grille and elegant, swept fenders.
1947 3100 Series: This is one of the most iconic designs in automotive
history. If you mention a vintage Chevy truck, I think almost everyone
will picture this model in their mind. It was such a departure, advertisers
coined the phrase “Advance Design,” because it was bigger, stronger and
sleeker than ever before. The five-bar horizontal grille is a departure
from vertical grilles of the past and was the very beginning of what
became a signature of Chevrolet truck design. You can see that the
fenders are more integrated and the lamps are on the wide part of the vehicle instead of inboard, giving it a
wider, stronger presence. The result is very handsome design with great proportions.
1955 3124 Series Cameo Carrier: Known as the Task Force truck, the
Cameo Carrier is Chevy’s first Fleetside design. The bed surface is flush
with the cab and fender, making for one complete, elegant shape from
front to back. It was also Chevrolet’s first bumper-to-bumper styled
truck, as styling didn’t stop at the back of the cab. During this time,
styling became a selling point for cars, inspiring more focus on design
for trucks as well. This was definitely the heyday of American
automotive styling and ornamentation.
1967 C10 Fleetside: This is the first truck that I really fell in love with.
It’s a beautiful, sleek design with a hint of wheel flare. I also really
appreciate the line that flows away from the top of the bed line and the
beautiful balance with the front of the vehicle. This is a feature that can
easily go wrong, but the designers of the time did it so right. The body
side has a strong shoulder that tapers toward the rear. The Chevrolet
bar on the front fascia connects the headlamp center with the bowtie —
a design element that is still consistent today. This time period is also when metallic paint was introduced,
which highlighted the subtleties and body lines that weren’t as obvious before.
1973 C30 One-Ton Dually: This third-generation C/K square-body truck
was the first crew cab dually to market, and many consider it to be the
first modern Heavy Duty Truck. The design reflects a dramatic increase
in capability for customers who used their trucks for both work and
recreation. It is simple, tough and purposeful, similar to the earliest
1988 C/K1500: The C/K1500 was the first truck design influenced by
aerodynamics. This generation had great design reach, meaning it
looked very advanced for its time. That is especially true for the new
interior design, with a low instrument panel, pod-like setup and even
buttons that looked futuristic. This truck still looks modern and
sophisticated 40 years later.
1999 Silverado 1500 LT Z71: This was the first generation that used the
Silverado nameplate. It also introduced many of the modern design
elements that customers associate with current Chevy truck design,
especially the iconic Chevrolet front end.
2007 Silverado 1500: The 2007 Silverado is simple, modern and
powerful, featuring exaggerated wheel flares and a clean body side. It’s
another evolution for Chevrolet trucks in creating their own identity on
the road, with distinctive front and rear ends. This truck brought back
the “tough truck” look and feel, even though it was still heavily
influenced by aerodynamics.