Mod Squad by Seth Doulton
In 1972, Chevrolet introduced what they called the "New Trend Vehicles." I call them the "Mod Squad." Today's graphics are commonplace. In fact, just two years ago, their popularity started to drop off and truck owners have been going back to the all one color paint schemes.
When graphics were the hot thing, Truckin' Magazine was filled cover to cover with every make and model truck designed bumper to bumper. This style continues today on the majority of custom trucks with visuals from mild to wild. It's difficult to believe that the roots for these graphics were initiated with sticker kits that were dealer applied back in late 1971 and 1972.
Chevy felt that there was an entirely new breed of truck buyers out there and they were looking for that one last hook before they changed the body style in 1973. Chevrolet advertised the kick-off for these "mod squad" vehicles and promoted them through magazines. getting the message to dealers that every light duty truck in their line-up was a potential New Trend Vehicle. Vega Panel Express, El Camino, Blazer, Chevy Van, Suburban and any pickup could all be transformed into a New Trend Vehicle. The dealers were encouraged to order vehicles and then order the decal sets. The promo packs gave them the message to be sure to order extras, as they would surely be popular!
The idea was to get one of each body style in stock and put a sticker set on each one of the vehicles as a demonstrator. Chevrolet created special newspaper ads as well as 60-second radio commercials. Chevrolet also induced their dealers to have publicity photos taken of their demonstrators and write a short press release to the effect that they were offering a new concept in trucks, announcing that these vehicles were on display at their dealerships. Here is what Chevrolet wrote about in these releases in 1971 & 72, "Like so many trends, the swing towards trucks as a personal mode of transportation has its origin on the West Coast. It was the kids who started it, far removed from today's affluent new trenders.
In the early to mid-60's, a good number of young people, turned off by the chrome and hot rod scene, got turned on by vans, mostly used vans. Boxes basically, with four wheels and an engine. Cheap transportation. Most importantly, they provided the ability to tote an enormous variety of stuff. Surfboards. Choppers. Even an entire rock group plus trappings. This group quickly became known as the vanners or van freaks. They soon began to flock to the speed shops to add mags and racing slicks. And to stereo-land for a sound system. In short, they bought, bartered for, begged or borrowed anything they could get their hands on to make their trucks an individual expression. Inevitably, clubs sprang up, rallying around the motto "Keep on Truckin'."
Chevy even distributed bumper stickers with this popular saying along with a big, blue bowtie and legs protruding from the bowtie in a mod type of design. These decal packages were just the ticket to draw these vehicle buyers to light trucks, or so they thought. The available styles were "Suburban Sandman," (I've also seen photos of a Suburban with flames as pictured here) "El Camino Flame, "Chevy Van Rippler," "Fleetside Eagle," "Blazer Feathers," and "Blazer Flame." When you see the size of their decals, you can understand why a lot of them never made it on the sides of vehicles. Because of this, I've been able to round up quite a few sets from around the country. If you need one, drop me a card. Also, if you have any information from experience on how well these trucks sold or how much the decal kits
cost...get in touch. And, oh yes....Keep on Truckin'.