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?
Answers to this week’s trivia questions, plus more on the 1957 Ford Ranchero, may be found on The FIN MAN’s web site at www.thefinman.com.

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 including Colonial White; Starmist Blue; Doeskin Tan; Silver Mocha; Woodsmoke Gray; Willow Green; Flame Red; Inca Gold; Dresden Blue; Gunmetal Gray; Cumberland Green; Coral Sand and Raven Black.
Ranchero’s option list was similar to that of the Ford automobile for 1957. Fundamental options included power steering ($68.00), brakes ($38.00), seats and windows, although few of the last two items found their way into Ford cars of the day, much less anything even vaguely resembling a pickup truck. 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 (which can be seen on the FIN MAN’s web site) 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 applique just like it’s sibbling 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 penciled the first sketch of what would become known as a ‘coupe-utility’ vehicle– a moniker which would soon be abreviated 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 that stuff 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. You can see photos of this model as well as the 1957 Ford color samples, on my website at http://www.thefinman.com.
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 everthing.) 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 privelege, 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.
For answers to this week’s trivia questions, PLUS more on the 1957 Ford Ranchero, visit the FIN MAN’s web site at http://www.thefinman.com. You can e-mail The FIN MAN at mailto://the_fin_man@msn.com. Contact The FIN MAN with your memories of cars from your past and story suggestions.
‘FIN MAN 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.
‘The FIN MAN’ is available for your group’s special occasions. In addition to his seminar schedule, he has been a guest speaker at group meetings including car clubs, engineering clubs and other professional associations. He has also acted as host or emcee at a number of special events including trivia parties, holiday parties, social and professional club events, benefits and fund raisers. During his appearances, he presents an overview of the collector car hobby plus a detailed look at American cars from the fifties and sixties. His program includes a fascinating Power Point presentation with images of collectible automobiles and various associated nostalgia and Americana. Guests also have the opportunity to play "FINS for FUN," the video game he produced in 1987 which inspired his nickname, in which players compete to identify the year, make and model of cars from tightly cropped photos of fins and taillights. Those who score the highest win auto-related prizes donated by supporting Fin Man sponsors. For more information, go to http://www.thefinman.com. We are currently accepting bookings for the remainder of calendar year 2009 and 2010.
The FIN MAN is a member of the Society of Automotive Historians and the St. Louis Chapter of the Buick Club of America. He is currently a member of the Lincoln and Continental Owners Club, and the Gateway Buick Club. Past club memberships include the Cadillac-LaSalle Club, the DeSoto Club, the Imperial Owners Club, the Vintage Thunderbird Club of America and the Edsel Club of America. He welcomes your questions, comments and suggestions regarding the column or old cars in general. You can e-mail The FIN MANtm at mailto://the_fin_man.com. Visit his web site at http://www.thefinman.com.
See you at Bobby’s F.C.

Bruce Kunz - a.k.a. "The FIN MAN"

http://www.thefinman.com

Others may talk about the golden age of American automobiles...
The FIN MAN lived it!