Talk about your split personality! The 1957 Ford Ranchero sales brochure proclaimed right up front, that the new Ranchero was “More than a car! More than a truck!” Perhaps this was the best way to describe the most unique concept in transportation, which had a successful production run of 23 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 went on to say 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.
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In the pre-political ‘50s, there was no suggestion the Ranchero might be a good fit for the seamstress, housekeeper, Avon or Mary Kay saleswoman. I scanned the brochure page by page and found that males dominated all of the illustrations. Many of the men were performing tasks such as loading items like containers, lumber, golf clubs, camping equipment and fishing tackle. The ads proclaimed the Ranchero was ideal for dude ranches, resorts, clubs and airports.
Based on the Ford automobile, the Ranchero was available in the full range of automobile colors. The palette for 1957 consisted of 13 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), brakes ($38), 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 and bumper guards.
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. By the way, gas was about $0.23 per gallon in 1957. (My dad thought that was a bit high back then.)
Two V-8 engine options were offered. The first option had 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 second option, a Thunderbird V-8. This powerhouse, a $439 option, was infused by a four-barrel Holley and broke the 200 mark by 12 ponies. Displacement was larger at 292 cubic inches, but the compression ratio of 9.7:1 still allowed the use of regular fuel. Harnessing all of this power was accomplished by a choice of ‘conventional drive’, a three-speed manual transmission (available with overdrive for an additional $108) or the Ford-O-Matic, a $188 option, with three forward speeds, that took the hassle out of cruising the range and/or the local drive-in.
When introduced in December 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 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 with minimal trim and bright work. The upscale Ranchero Custom offered a higher level of interior fabric and trim, a full length stainless ‘sweep-spear’ 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 its sibling car models.
Back in the day, Ranchero base prices were right at the $2,000 mark and the custom model started out at $2,149 before add-ons, delivery and dealer prep. That equals roughly $17,000 in ‘09 dollars, about what you’d expect to pay for a 2009, compact pickup with minimal options.
So where did this unique and rather odd vehicle originate from? In 1934, an Australian by the name of Lewis ‘Lew’ Bandt, was working for the Ford Motor Co. 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 Vegemite sandwich, he pencilled the first sketch of what would become known as a ‘coupe utility’ vehicle. Thus, began the idea for the ‘ute’, short for utility vehicle.
After knowing my Australian son-in-law for over a dozen years, I still have never mustered up the courage to bring Vegemite anywhere near the vicinity of my mouth. After all, Wikipedia defines Vegemite in the following unsavory words: a dark brown food paste made from leftover brewers’ yeast extract.
The ute concept left its mark in widespread locations around the globe, including variations based on the compact Falcon chassis of 1960. These variations found their way into the automotive markets of Argentina and South Africa and were produced well into the late ‘80s. To this day, the ute is a very popular mode of transportation for people and their cargo in the land down under.
It took 23 years for the U.S. Ford Motor Company to come up with the idea of a ute. Therefore, I’m guessing an Aussie probably slipped a jar of Vegemite in Dearborn’s employee fridge.
FIN MAN FACTOIDS:
Ford Rancheros were produced in eight model-year generations from 1957 through 1979. Each generation borrowed the front clip and cab from specific automobile versions.
According to Old Cars Report Price Guide, the present value for a show-quality ’57, ’58 or ’59 Ford Ranchero will cost interested buyers approximately $35k.
If you are strapped for cash, you may want to check out the variety of die-cast Rancheros available in various scales and myriad colors. Many of the higher end die-cast brands reproduce very accurate factory colors.