– 33-MODEL YEAR RUN ON DODGE B-SERIES/RAM VAN PLATFORM
– “STREET VAN” OPTION A FAVORITE FOR CUSTOM VANNERS
– 109-INCH WHEELBASE 1971-77 CARGO VANS MOST POPULAR WITH BUILDERS
The custom van phenomenon was born back in the 1960s in Southern California, by surfers who wanted something to haul their boards to and from the beach, replacing old station wagons where their boards could have been stolen. The early custom van typically had a set of Cragar S/S, Keystone Klassic or aluminum slot “mag” wheels and pinstriping on the body, and inside there most likely was a bed thrown in it. Wood paneling on the walls was another favorite upgrade, as well as a carpeted floor and ice cooler fitted to keep refreshments cold.
The early custom vans were functional and had some “flash,” giving the owners a chance to express their individual personalities. Without question, credit for the birth of the custom van scene across the nation and worldwide goes to these creative surfers!
Vans were certainly the latest and fastest-growing mode of individualized transportation to be found cruising the boulevards as they reported, and Steve Green, the author of that first article in the August 1971 edition Hot Rod Magazine, himself purchased a brand-new Dodge Van in late 1971 and built a customized version that could haul a dirt bike. He called it “California Movin’ Van” with some added personality, including blacklite interior lighting, deep shag carpeting, wood paneling, custom bucket seats and an upgraded FM-Multiplex sound system. Custom vans really were great for the aftermarket as there were so many additional items that could be installed in them and on them!
These slab-sided rolling rooms also made the perfect vehicle to attract and entertain a girl you met while at the beach that day. Eventually, they did earn quite a reputation for that indeed!
Vans and the Truckin’ Life is a book published in 1977 and it was written by Terry Cook, a former editor of Hot Rod Magazine (1972-74). This book and others are fast becoming rare because of the renewed interest in custom vans.
AFTERMARKET EXPLOSION
In reality, the muscle car was dead by the year 1973 and for many, the customized van replaced them. But with the van, you could add the comforts of home, including a boudoir sofa, snack tray, color televisions, 8-track sound systems, plush carpeting, beads hanging from the ceiling to separate the cockpit from the rear area, mood lighting, built-in bed (or even a water bed) and oftentimes an airbrushed naked women on the side with a unicorn, or a large-breasted cave woman holding a big sword and riding on top of a fierce saber-toothed tiger. Add in a sunroof or two, plus a 23-channel CB radio and you were well on your way to being the neighborhood stud with a purpose-built vehicle for having fun!
In fact, the automotive aftermarket was very active in developing products for the new van market, besides the traditional performance parts for the engines and the fat tires and wide wheels, there were numerous parts and pieces that were specially designed for this market. Fender flares, front spoilers, rear wings, roof racks, porthole, bay and other assorted side window shapes, swivel bucket seats, interior upholstery kits, snack trays (mounted on the engine cover), overhead consoles, sunroofs, roof vents, ice boxes and portable refrigerators, rear spare tire mounts (for outside mounting), side and dome lighting, plus loads of other goodies that would help convert a boring work vehicle into a stylish statement on wheels!
There was no other vehicle on the road that would deliver such a visual impact as rolling up in a fully equipped custom van during this era, especially if it was a young man driving up to pick up his date for the evening. Needless to say, fathers were not too pleased when a custom vanner was picking up his daughter for a “night out on the town.”
DIRECT CONNECTION
Soon to get on the custom van scene for Dodge owners, the July 1, 1975 SP6 Direct Connection catalog included accessories for vans, and soon thereafter, in the SP7 April 15, 1976, an expanded selection of van goodies!
Scoops, spoilers, wheel flares, “Coco” floor mats, drink trays, roof vents and more, all specifically to fit Dodge vans. Some of the dealers really jumped into the van market as well, including Grand-Spaulding Dodge in Chicago, which now had two stores. Selling van accessories was a natural expansion as part of the special parts business.
DODGE DEALER INVOLVEMENT
Dodgeland Dodge, located in Springfield, NJ, was one of many dealerships that catered to the selling of Dodge vans specifically for the custom scene. New 109-inch wheelbase B-100 versions for $3,395.00, and they also offered “The Get-Away” upgraded version for $3,895.00. “Dodgeland started the Custom Van ‘Craze’ on the East Coast years ago! Nobody beats Dodgeland’s super-discount prices!”
DODGE VAN LIFESTYLE ADVERTISING
With notation that “Custom touches such as ‘mag’ wheels, fat tires, paint trim, and sidepipes are available through custom shops”, there were some Dodge Van full-page color advertisements done geared specifically for this market.
OPTION CODE YH3 “STREET VAN”
Dodge vans, particularly Tradesman vans from the 1971-77 model years, were very popular as the basis for many custom vans during the custom van craze that occurred during the mid to late ’70s and early ’80s. Dodge capitalized on this craze, creating a factory customization package called the “Street Van” package. This was advertised alongside the Lil’ Red Express and Warlock trucks as “Adult Toys”. The Street Van package consisted of a “Street Van” logo on the passenger and driver’s side door in lieu of the Tradesman logos, chrome trim on the grille and windshield, simulated wood grain inlays in the steering wheel horn cover and passenger side glare shield, 5-slot chrome rims or white spoked “off-road” type rims, chrome front and rear bumpers, chrome trim on the gauges, smaller chrome side view mirrors, patterns and plans to create custom interiors, and membership in the “Dodge Van Clan”. This package was available from the 1976 model year until it was discontinued in the early ’80s. This was not an overly popular option from the factory, and Street Vans are somewhat rare. The chrome metal Street Van emblems found on later Street Vans (emblems through mid-1978 were stickers) in good shape are quite valuable to collectors or restorers.
This 1976 Dodge Van promotional ad shows a brand-new Dodge “Street Van” with a young couple driving it, perhaps looking for the perfect spot to pull over and enjoy the privacy of the cargo area, no doubt converted into a rolling bedroom on wheels.
THE GREAT INDOORS
“Welcome to the Great Indoors” was the message in the 1980 Ram Tough Dodge Van brochure. Pictured are the optional high-back swivel and reclining bucket seats with custom touches including a bay window, a circular bar table with drink holders mounted on a chrome pedestal, button tuck upholstery, shag carpeting in the floor and ceiling, plus a sofa bed conversion.
THE GREAT OUTDOORS
The beach and bikinis marked a subliminal point the advertising agency was after with promotion of these lifestyle vehicles.
RARITY!
It was at the 1977 Chicago Auto Show when young Ann Moore posed for this press photo inside a miniature fiberglass Dodge Street Van, who knows if any exist today?
And finding metal Street Van emblems is a real challenge!
Perhaps the high-water mark for the movement was the teenage comedy movie from 1977 The Van, which featured Danny DeVito and the music from Sammy Johns, the main van was a bright yellow Dodge. In their heyday, the custom van was celebrated in song and cinema. Even mainstream magazine TIME did a multi-page spread and cover shot on “The Van Craze” in their September 5, 1977 edition, further documenting these vehicles as having made their mark in not only the automotive world but American society as a whole.
PERIOD MAGAZINES
All through the 1970s, the automotive media took notice of the custom van craze, as there was plenty of advertising space available for this growing segment of the aftermarket. Dodge vans often graced the covers, and everything from wild to questionable modifications were taking place; it was a different era, that is for certain!
FULL-PAGE COLOR ADS
“Massive Power and Flashy Outside Header Look” was the message on this Doug Thorley Headers ad. Female curves in this era always had a way to add some excitement to promotional ads; here is a bikini-clad blonde model with a Tradesman 100 showing the latest van offerings in the way of a set of chromed Show Tubes, available in 60-inch and 70-inch lengths depending on wheelbase. From $119.90. See it at your speed shop today!
Custom “Vantopia” swivel seats and shock absorber manufacturers were among magazine advertisers that jumped into the custom van scene and even Classic Car Wax chose a tricked out van to promote their car care products.
CALIFORNIA HIGHBOY
This ’73 Tradesman 100 is actually a 2WD rig; however, thanks to a chromed front straight axle conversion and some beefy front and rear leaf springs, jumbo Armstrong Tru-Trac tires, the “Highboy” sits up tall and proud!
CELEBRATING THE BICENTENNIAL
1976 marked the 200th anniversary of the Declaration of Independence, which was adopted on July 4, 1776. And what could have been a better way of celebrating it than outfitting your long-wheelbase Dodge van with red/white/blue stars and strips custom paint treatment, scooped fiberglass hood, tube grille, blended three-piece front spoiler/wheel flair kit, extended rear fender skirts, chromed side pipes, oval portal windows, rear-mounted sunroof, wire wheels with M/T rubber and a humongous roof-mounted A/C unit!
1981: REBRANDING TO DODGE RAM
1981 B-150 Dodge Ram window van, called the Mini-Ram Wagon, ran on a 10-inch wheelbase. Standard engine 225-cid Slant Six with optional 5.2L (318-cid) and 5.9L (360-cid) V8 powerplants. 36-gallon fuel tank standard equipment.
YAMAHAULER
The “Yamahauler” was a 1972 marketing campaign between Dodge and Yamaha, a custom outfitted Tradesman van designed by Hot Rod Magazine: custom paint by Bill Carter, upholstery by Tony Nancy, a motorcycle workshop on wheels. A Frigiking refrigerator and Craig 8-track/FM sound system were part of the package for the bright yellow Mopar® van!
THE PINK VANTHER
Automolove Artist Robin McQueen had a little fun with his rendering on a 440-equipped 1977 Dodge Street Van, done up in “Panther Pink” FM3 paint with a roof-mounted J81 Go-Wing and Pentastar-shaped smoked side windows, dog dish caps and a Challenger flip-open fuel filler. Sweet!
HOT WHEELS MOPAR VAN
Part of a 2017 Mopar Collector Series, Mattel did up a custom 1977 Dodge “Mopar” van with a clear plastic roof, 1:64 scale.
TODAY’S CUSTOM VAN REVIVAL
Be it at a Mopar-specific event like the Van Nuys “Spring Fling” or a dedicated van club gathering, the interest in the vintage Dodge custom van is high!
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