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2009/07/13 Ford Ranchero
1957 Ford Ranchero - Blame it on the Vegemite!
Talk about your split personality! The 1957 Ranchero sales brochure proclaimed, right up front, that the new Ranchero was, "More than a car! More than a truck!" And I suppose this was, perhaps, the best way to describe this most unique concept in transportation which had a successful production run of twenty-three years. Never before its introduction in 1957, had automotive designers suited up a utilitarian vehicle with the trappings of a formal motorcar... at least not in America.
Talk about your split personality! The 1957 Ranchero sales brochure proclaimed, right up front, that the new Ranchero was, "More than a car! More than a truck!" And I suppose this was, perhaps, the best way to describe this most unique concept in transportation which had a successful production run of twenty-three years. Never before its introduction in 1957, had automotive designers suited up a utilitarian vehicle with the trappings of a formal motorcar... at least not in America.Ford’s marketing gurus went on to say that the Ranchero was "A hard worker that loves to play," although promotional materials definitely played up the work part of the equation, stating that "Whatever your line, the ‘57 Ford Ranchero makes business a pleasure!"
A host of occupations were suggested including farmers, ranchers (of course), salesmen, and ‘vending machine operators’! (What? Where did they come up with that last one?!?!?)
Old notions die hard and the idea that women didn’t make the buying decision when it came to an automobile, especially one that was half truck, still prevailed. No suggestion that the Ranchero might be good for the seamstress, housekeeper, Avon or Mary Kay saleslady, was even hinted.
I scanned the brochure page-by-page and found that males dominated the illustrations. Lots of manly men loading manly things like bulk containers, lumber, golf clubs, camping equipment and fishing tackle. Those fifties ad guys really had a way with words, proclaiming the Ranchero was ideal for dude ranches, resorts, clubs (men’s I’m sure) and airports (huh????)... "wherever the right impression is so all-important." Right impression? You mean when people wonder whatever possessed you to buy such a stupid looking car???? (Just kidding... don’t mail that letter Ranchero fan.)
Yeah, the Ranchero makes a good impression alright– like you’re so irresolute that you couldn’t decide whether to buy a car or a truck.
Based on the Ford automobile, the Ranchero was available in the full range of automobile colors. The palette for 1957 consisted of thirteen tantalizing colors:
- Colonial White
- Starmist Blue
- Doeskin Tan
- Silver Mocha
- Woodsmoke Gray
- Willow Green
- Flame Red
- Inca Gold
- Dresden Blue
- Gunmetal Gray
- Cumberland Green
- Coral Sand
- Raven Black
Other popular items included ‘Select-Aire’ Conditioner (available on V-8 equipped Rancheros only); a signal-seeking radio; self-regulating electric clock; ‘Sunburst’ full wheel covers; ‘Lifeguard padded instrument panel and sun visors; ‘Aquamatic’ windshield washer-wiper system and the usual assortment of minor dress up items such as chrome license plate frames, gas door guards, bumper guards and such.
Powering the Ranchero, if no upgrade was ordered, was an in-line six cylinder engine which displaced 223 cubic inches (3.65 liters) and produced 144 horsepower. With its single-barrel Holley carburetor and 8.6:1 compression ratio, it was quite happy sipping on regular gas which, by the way, was running about $0.23 per gallon in 1957. (My dad thought that was a bit high back then. Little did we know!)
Two V-8 engine options were offered, the first up the list having a displacement of 272 cubic inches (4.46 liters) and a horsepower rating of 190. Like the base six, this engine had a compression ratio of 8.6:1 but was fueled by a two barrel Holley.
Ranchers wanting to get from one end of the spread to the other at breakneck speed, could opt for the Thunderbird V-8. This powerhouse, a $439.00 option, was infused by a four-barrel Holley and broke the 200 mark by 12 ponies. Displacement was larger at 292 c.i. but the compression ratio of 9.7:1 still allowed use of regular fuel.
Harnessing all this power was accomplished by a choice of ‘conventional drive’, a three-speed manual transmission (available with overdrive for an additional $108.00) or the FORD-O-MATIC, a $188.00 option, with three forward speeds, that took the hassle out of cruising the range and/or the local drive-in.
When introduced in December of 1956, three months later than the car lines, the Ranchero received an enthusiastic reception from both the automotive press and the general public. Sales were brisk and buyers were intrigued by the new concept which promised the best of two worlds. The sales brochure proclaimed that the Ranchero "Handles like a car" and "Hauls like a truck." I posed the question, "How big do your loads come?" pledging that the Ranchero "Takes ‘em all the way up to 1,190 pounds".
And, although the natty little Ranchero was based on Ford’s automobile platform, this rating was slightly more (about fifty pounds) than their F-Series half-ton pickup.
Rancheros were initially offered in two trim levels. The basic ‘Ranchero’ was a plain-Jane stripper with minimal trim and bright work. The upscale ‘Ranchero Custom’ offered a higher level of interior fabric and trim, a full length stainless ‘sweepspear’ along the sides and available two-tone paint. Later in the model year, a top-of-the-line, Fairlane-based Ranchero was introduced to the family with an even higher level of interior and exterior trim, plus the glittery, gold embossed insert appliqué just like it’s sibling car models.
Ranchero base prices, back in the day, were right at the $2,000.00 mark and the ‘Custom’ model started out at $2,149.00 before add-ons, delivery and dealer prep. That equals roughly $17,000.00 in ‘09 dollars, about what you’d expect to pay for a 2009, compact pickup with minimal options.
You’re probably wondering where the concept of this unique and rather odd vehicle originated, right? I didn’t think so. Well, you’re about to learn whether you want to or not. Oh sure, you can just stop reading... but aren’t you just a little bit curious? You know you are.
Way back in 1934, an Australian by the name of Lew Bandt, was working for Ford of Australia as the company’s sole automotive designer. One day, while Lew was sitting around on his lunch hour, no doubt chowing down on a disgusting Vegimite sandwich, he pencilled the first sketch of what would become known as a ‘coupe-utility’ vehicle– a moniker which would soon be abbreviated to simply ‘ute’.
In deference to my Australian son-in-law, I have to say that, after knowing him for over six years now, I still have never mustered up the courage to bring Vegemite anywhere in the vicinity of my mouth. I mean, come on... wikipedia defines Vegimite in the following unsavory words, "a dark brown food paste made from leftover brewers’ yeast extract!" Leftover no less! Wouldn’t you think they could at least use virgin yeast??? Now who in the world would put that stuff in their mouth... other than an ‘Aussie’ of course?
The first four words, ‘dark brown food paste, are enough to turn me off– and then when you peer down deep into a jar of that stuff which, by the way, closely resembles roofing tar... (Don’t do it Sabrina! It makes you do strange things, like draw ca-trucks!!! Daddy will mail you a jar of Peter Pan.)
The ‘ute’ concept left its mark in wide-spread locations around the globe including variations based on the compact Falcon chassis of 1960, which found their way into the automotive markets of Argentina and South Africa, being produced well into the late 1980s. And to this date, the ‘ute’ is a highly popular mode of transportation for poeple and their cargo in the land down under.
Well, it took twenty-three years for Ford Motor Company U.S. to come up with the idea of a ‘utility coupe’ for the U.S. market. I’m guessing someone, probably an Aussie, slipped a jar of Vegimite in Dearborn’s employee fridge.
DIE-CAST MODEL AVAILABILITY
If you’re cash strapped and can’t afford to buy a REAL Ford Ranchero, you may want to check out the colorful 1/18 scale die-cast offering by YAT-MING. It measures 11.5" long by 4.5" wide and is available at diecastmodles.com... and best of all it’s on sale having been reduced from $34.99 to $24.99.
The miniature Ranchero is painted in what is supposed to represent Inca Gold and Raven Black, however the Inca Gold is not right on, being too bright and too yellow compared to the real thing. Many of the higher end die-cast brands reproduce very accurate colors, however YAT-MING does not fall into that category. At twenty-five bucks, you often don’t get accurate colors.
(Pictures at right)
PRESENT DAY VALUES:
(We’ll call them ‘PDV’s. Hey, I work for the federal government, what can I say? We have to have an acronym for everything.)
Ranchero prices have faired well in the collector market. If you’re thinking of catching a cruise at Bobby’s Frozen Custard in Maryville and want to get yourself a ‘57 Ford Ranchero for the occasion, expect to pay about thirty thousand dollars for the privilege, so says the current issue of the Old Cars Price Guide... Krause Publication’s monthly price guide which many consider the ‘bible’ of old car values. That figure should get you close to a number one example that not only would make you look good wherever you go, but should also garner trophies on a regular basis. For the full range of six price categories, pick up a copy of the Old Cars Price Guide at your local news stand, book store or classic car dealer.
Cruising the July issue of Auto Trader’s Classic Cars & Parts magazine, I found one ‘57 Ranchero in Custom trim, dressed out in Flame Red and Colonial White. The picture looked good (they usually do) and by the description, it sounded like the ca-truck was priced right in the ballpark at $19,900.00. Financing arrangements were offered and the vehicle can be found on the web at backintimeclassics.com. Happy hunting.
Reader's Comments on the Ford Rancero Story:
You are the first person I read on Monday mornings and always enjoy your work. I'm not an old car expert like you, but I do love them and always go to the Easter show at Forest Park. You might note that my email address is 51merc, which is my favorite car of all time (and which I have never owned, unfortunately).
Anyhow, this morning you surpassed your usual great work--the last section where you talk about the Vegemite and sending peanut butter to your daughter
cracked me up. My wife said "I thought you were reading the Old Car Column, what are you laughing about?", so I had her read it too. If my day doesn't get any better than that, it will be a great day.
Thanks for your always entertaining and informative column, and especially for the great laugh.
Tom Schnell
My husband called my attention to your article in today's Post Dispatch about Vegemite. It brought back lots of memories of our first trip to Europe in 1998. We did the 9 country tour in 28 days.
We met people from all different parts of the world. The most fun people were the ones from Australia. They all brought their Vegemite and their tea pots with them. My husband tasted the Vegemite and said it just had a salty taste. But they did eat it every day and said they had grown up eating it. I sort of thought it was like my generation taking castor oil and I remember that as being quite yucky.
Anyway we travel quite a lot and still think the Australians are the best.
Bernie Winnine
Hi Bruce,
Just a quick note about the 57 Ranchero article 7-13-2009.
I really enjoyed that one. You have a real sense of humor and the Vegemite tie in is very clever. I read your column every week and find it interesting, but usually it does not contain much humor.
I also enjoyed the recent one about the Kemp Auto Show and the Jaguar. My brother had his Black VW out there and I had a Porsche.We were sitting just inside the open door of the restoration garage and had a good view of the Jag all day.It is a very nice car and quite a rarity since most restored Jags are XK or XKE types.
Dave Roeder
You are the first person I read on Monday mornings and always enjoy your work. I'm not an old car expert like you, but I do love them and always go to the Easter show at Forest Park. You might note that my email address is 51merc, which is my favorite car of all time (and which I have never owned, unfortunately).
Anyhow, this morning you surpassed your usual great work--the last section where you talk about the Vegemite and sending peanut butter to your daughter
cracked me up. My wife said "I thought you were reading the Old Car Column, what are you laughing about?", so I had her read it too. If my day doesn't get any better than that, it will be a great day.
Thanks for your always entertaining and informative column, and especially for the great laugh.
Tom Schnell
My husband called my attention to your article in today's Post Dispatch about Vegemite. It brought back lots of memories of our first trip to Europe in 1998. We did the 9 country tour in 28 days.
We met people from all different parts of the world. The most fun people were the ones from Australia. They all brought their Vegemite and their tea pots with them. My husband tasted the Vegemite and said it just had a salty taste. But they did eat it every day and said they had grown up eating it. I sort of thought it was like my generation taking castor oil and I remember that as being quite yucky.
Anyway we travel quite a lot and still think the Australians are the best.
Bernie Winnine
Hi Bruce,
Just a quick note about the 57 Ranchero article 7-13-2009.
I really enjoyed that one. You have a real sense of humor and the Vegemite tie in is very clever. I read your column every week and find it interesting, but usually it does not contain much humor.
I also enjoyed the recent one about the Kemp Auto Show and the Jaguar. My brother had his Black VW out there and I had a Porsche.We were sitting just inside the open door of the restoration garage and had a good view of the Jag all day.It is a very nice car and quite a rarity since most restored Jags are XK or XKE types.
Dave Roeder
Trivia Questions (answers below)
Ranchero Trivia Questions of the Week:
1. What was the name of Chevrolet’s car/truck x-over?
2. On January 13, 1957, the Wham-O company introduced a new toy, the first of it’s kind. What was this toy called?
3. On January 17, 1957, a nine-county commission recommend the creation of a light rail commuter transit system for the San Francisco area. What is the name of this system?
4. What famous film director, responsible for ‘Do The Right Thing’ and ‘Malcom X’, was born on March 20, 1957?
5. Fill in the blanks for the lyrics for this 1957 hit song which went to number 4 on the Billboard Top 100. "Goodness, gracious, _____ ____ __ ____!" Who was the artist that made this song famous?
6. Let’s try one more. "Pretty, pretty, pretty ______ ___." And the artist was?
7. This well-known television news anchor, born on January 7, 1957, has two daughters, Elinor Tully ‘Ellie’ and Caroline ‘Carrie’. What is mom’s name?
8. What did Ford call their convertibles in 1957?
1. What was the name of Chevrolet’s car/truck x-over?
2. On January 13, 1957, the Wham-O company introduced a new toy, the first of it’s kind. What was this toy called?
3. On January 17, 1957, a nine-county commission recommend the creation of a light rail commuter transit system for the San Francisco area. What is the name of this system?
4. What famous film director, responsible for ‘Do The Right Thing’ and ‘Malcom X’, was born on March 20, 1957?
5. Fill in the blanks for the lyrics for this 1957 hit song which went to number 4 on the Billboard Top 100. "Goodness, gracious, _____ ____ __ ____!" Who was the artist that made this song famous?
6. Let’s try one more. "Pretty, pretty, pretty ______ ___." And the artist was?
7. This well-known television news anchor, born on January 7, 1957, has two daughters, Elinor Tully ‘Ellie’ and Caroline ‘Carrie’. What is mom’s name?
8. What did Ford call their convertibles in 1957?
(answers below)
Trivia Answers
1. What was the name of Chevrolet’s car/truck x-over?
Chevrolet’s answer to Ford’s Ranchero was the El Camino, which, like Ford’s ca-truck, met with varying degrees of success over the years and through a number of series.
2. On January 13, 1957, the Wham-O company introduced a new toy, the first of it’s kind. What was this toy called?
On January 13, 1957, the Wham-O company introduced the first Frisbee. Do you know what the name of it was in 1957? (Answer at end of trivia section.)
3. On January 17, 1957, a nine-county commission recommend the creation of a light rail commuter transit system for the San Francisco area. What is the name of this system?
The light rail commuter system for the San Fransico area is called ‘BART’. Do you know what the acronym stands for? (Answer at end of this section.)
4. What famous film director, responsible for ‘Do The Right Thing’ and ‘Malcom X’, was born on March 20, 1957?
Director ‘Spike’ Lee. Do you know his first name? (Yeah, you get it... answer at end of this section.)
5. Fill in the blanks for the lyrics for this 1957 hit song which went to number 4 on the Billboard Top 100. "Goodness, gracious, _____ ____ __ ____!" Who was the artist that made this song famous?
The words went, "Goodness, gracious, great balls of fire." The song was a 1957 hit for country music singer/songwriter/pianist, Jerry Lee Lewis.
6. Let’s try one more. "Pretty, pretty, pretty ______ ___." And the artist was?
Pretty, pretty, pretty Peggy Sue was a top hit for Buddy Holly.
7. This well-known television news anchor, born on January 7, 1957, has two daughters, Elinor Tully ‘Ellie’ and Caroline ‘Carrie’. What is mom’s name?
Katie Couric
8. What did Ford call their convertibles in 1957?
Ford’s convertibles were known as ‘Sunliners’.
(2) When Wham-O first introduced the Frisbee, it was called the ‘Pluto Platter’.
(3) ‘BART’ stands for Bay Area Rapid Transit.
(4) Spike Lee’s first name is Shelton.
Chevrolet’s answer to Ford’s Ranchero was the El Camino, which, like Ford’s ca-truck, met with varying degrees of success over the years and through a number of series.
2. On January 13, 1957, the Wham-O company introduced a new toy, the first of it’s kind. What was this toy called?
On January 13, 1957, the Wham-O company introduced the first Frisbee. Do you know what the name of it was in 1957? (Answer at end of trivia section.)
3. On January 17, 1957, a nine-county commission recommend the creation of a light rail commuter transit system for the San Francisco area. What is the name of this system?
The light rail commuter system for the San Fransico area is called ‘BART’. Do you know what the acronym stands for? (Answer at end of this section.)
4. What famous film director, responsible for ‘Do The Right Thing’ and ‘Malcom X’, was born on March 20, 1957?
Director ‘Spike’ Lee. Do you know his first name? (Yeah, you get it... answer at end of this section.)
5. Fill in the blanks for the lyrics for this 1957 hit song which went to number 4 on the Billboard Top 100. "Goodness, gracious, _____ ____ __ ____!" Who was the artist that made this song famous?
The words went, "Goodness, gracious, great balls of fire." The song was a 1957 hit for country music singer/songwriter/pianist, Jerry Lee Lewis.
6. Let’s try one more. "Pretty, pretty, pretty ______ ___." And the artist was?
Pretty, pretty, pretty Peggy Sue was a top hit for Buddy Holly.
7. This well-known television news anchor, born on January 7, 1957, has two daughters, Elinor Tully ‘Ellie’ and Caroline ‘Carrie’. What is mom’s name?
Katie Couric
8. What did Ford call their convertibles in 1957?
Ford’s convertibles were known as ‘Sunliners’.
(2) When Wham-O first introduced the Frisbee, it was called the ‘Pluto Platter’.
(3) ‘BART’ stands for Bay Area Rapid Transit.
(4) Spike Lee’s first name is Shelton.
Half a century of
cleaning and detailing show cars, and half a decade managing one of the
largest detailing shops in the metro St. Louis area qualifies Bruce
Kunz to offer you his
Detailing Tip of the Week:
When you want to make your car ready to show and there’s a minimal amount of dust and road film on the surface, use a detaling product like Meguiar’s Quick Detaler, a spray on cleaner for light duty cleaning. Used in combination with a quality micro-fiber towel, it’s a fast way to do a quickie touch up that will have your car looking like it just came out of the detail shop. The lubricants in the product keep the process from leaving scratches on your car’s delicate finish, but always remember, don’t use this method for heavily soiled machines or that claim will be null and void.
Detailing Tip of the Week:
When you want to make your car ready to show and there’s a minimal amount of dust and road film on the surface, use a detaling product like Meguiar’s Quick Detaler, a spray on cleaner for light duty cleaning. Used in combination with a quality micro-fiber towel, it’s a fast way to do a quickie touch up that will have your car looking like it just came out of the detail shop. The lubricants in the product keep the process from leaving scratches on your car’s delicate finish, but always remember, don’t use this method for heavily soiled machines or that claim will be null and void.
Content copyright . Bruce Kunz. All rights reserved.
