Dude History




Meet the Dude


In August 1969 Dodge introduced a new model to the Sweptline pick-up series. The new, “Custom Sweptline,” held the title, “The Dude Sport Trim Package.” This new model was essentially the standard D100, (1/2 ton), 128” wheelbase pick-up Dodge already had in production, however it had an added, “body side decal ‘C’ stripe,” available in either black or white. The package also included a, “Dodge Dude Decal,” on the box at the rear marker lamps; tail lamp bezel trim, and dog dish hub caps with trim rings. The Dude's tailgate was unique featuring a, “Dodge,” decal applied on a flat tailgate surface, (minus the typical tailgate’s embossed logo). This decal was under the tailgate release latch and complimented the Dude stripe kit. The Dude’s roof was color matched to the body side stripe and was available in a textured paint option, (similar to rocker guard coating). Dodge passed this off to their customers as a vinyl roof option in advertising literature of the day.





Dude AdProduction numbers for Dodge 1/2 ton trucks in 1970 - 1971 were quite low in comparison to GM and Ford. In 1970, Dodge produced 38,857 half-ton trucks, (D100), and in 1971 just 33,487 were produced. It is a general industry estimate that only 1500 to 2000 out of those nearly 73,000 trucks were sold as the Dodge Dude pickup truck option during their model years 1970 and 1971. The Chrysler plant in Fenton, Missouri is the only known factory to have built the Dude Sport Trim package pickup truck.


The Canadian Dude...


Up in Canada there were two Dudes! Here, Chrysler trucks of this era were sold by one of two dealerships. Chrysler-Plymouth dealers sold, “Fargo Trucks.” And, trucks sold as, "Dodge," in Canada were sold at the Dodge-Desoto dealers. It has been rumored that there was a Fargo counter-part to the Dude which wore the name, “The Fargo Top-Hat Special.” Though widespread, this rumor is absolutely false. The Canadian Chrysler-Plymouth dealerships sold Fargo trucks with the Custom Sweptline, “Dude decal package,” applied upon them. Fargo Dude trucks are extremely rare models of the Dude Sport Trim package. In doing years of research for creating this website, we were only able to find one Fargo Dude truck.