Chevrolet’s advertising in 1967 emphasized the car-like comfort of its C-10 pickup, saying, “You could call it a second car with a dual personality.”
Photo: GM Canada
A four-wheel drive version of Chevy’s half-ton pickup was available in 1967, designated the K-10, but only 5,563 were sold, compared to 278,044 C-10, two-wheel drive models, according to oldride.com. Retail price for a Fleetside 4x4 with an 8-foot box was US$3,088, compared to just $2,408 for a C-10.
Photo: GM Canada
Interiors in the 1960s were pretty plain by today’s standard.
Photo: GM Canada
Your new pickup probably has four-wheel drive with a very efficient engine and a luxurious interior. It goes without saying it has air conditioning and an impressive bluetooth-capable sound system. Luxury has been the ongoing sales pitch automakers have been using to sell their trucks ever since the 1950s. It’s just that luxury keeps getting an updated definition. If you’ve come to take the kinds of features your current pickup has for granted, these images are a reminder of what luxury meant for Chevrolet’s 1967 pickup.
