- Landon Newton
The 67C10: One of the Best Trucks America Has Ever Known.
Updated: May 15
I cannot start any automotive debate — a talk, a conversation, a heated argument — without mentioning the beautiful truck that GM had rolling off the assembly line in 1967. There are the obvious reasons: The reliable 350ci 5.7L small block from the factory, or the smooth body lines that still somehow form an aggressive silhouette. But what about those old C10 trucks make them so loveable still, years later?
I’m speaking, of course, of delicate, refined memories. The 67C10 is not just one truck but, in fact, a group of them, whose origins trace back to Motor City Detroit, where they were designed by a man named Harry Bradley. Bradley was born on May 25 in 1939. His designs, meticulously planned to resemble futuristic designs of past GM vehicles, would quickly launch GM into what's now considered their golden years. Whether designed by Harry Bradley, Stan Parker, or someone else, the 67C10 is able to stick out from the crowd. Their year-specific beauties like things such as the hood and grille shape, mandatory small back window, and striking colors such as Omaha Orange, Cardinal Red, and Brigade Blue.
The 67C10 is a lovely truck, and of course they have a notable reputation. Their low aggressive stance and fastidiously detailed design make for what many find a pleasant sight to see rolling down the road. The experience of owning one of these trucks is completely different from what many think. Modern features like fresh AC vents and power steering make the old truck a joy to drive. There’s a stereotype associated with old trucks: Old trucks are clunky and useless compared to today's modern machines, but I would argue the opposite. Old cars have a soul. If you put your love into them then they'll love you right back. That's something that you just can't find with the trucks of today. When I drive, I want a memorable experience where me and the machine I'm driving become one, the 67C10 delivers that with great beauty and elegance. Instead of being driven around by a computer on wheels, you and the 56 year old truck create an indescribable bond that you can’t feel in any modern machine. Maybe it has something to do with being a car enthusiast that lets me appreciate the artistry of the C10.
I count myself among that crowd of enthusiasts I know. As an automotive painter, I'm able to work on many classic cars but none was able to strike me like my C10. My clients are rarely able to articulate exactly what they feel after they see one of my paint jobs. You can tell this by how they're not able to do anything but walk around the vehicle speechless. And the new vibe their vehicle gives off is likely to change over time as it’s juxtaposed with new trends. The C10 in my mind, however, will forever remain timeless. In our current age — a vehicle is more defined by what it can do good instead of what it looks like. The difference for the C10 is that it can fit into any category and look good while doing it too. This includes drag racing, off-roading, track racing, and even autocross.
Everyone needs a ride in a new fancy truck from time to time. I can understand that. But what you give up when you could ride in an old truck is quite exponential in my eyes. There were 43,960 C10 short-bed fleetsides made in the United States in 1967. Of those made, there's no telling how many are left on the road today. That being said, if you ever get a chance to experience riding in one of these beautiful trucks for yourself, you should try it.