A modern design didn't save the 1969-1975 International Pickups from plummeting sales

For 1969, there was big news in America’s truck market: the announcement by the International Harvester Company of a completely redesigned lineup of light-duty trucks, its first all-new pickups since 1957.

The new trucks were very attractive. Called the “D” series, its styling was clean, contemporary, and ruggedly handsome. Bodywork was straight and uncluttered, completely abandoning the bulbous styling of previous models. Roofs and hoods were flatter and fenders crisper, providing a family resemblance to the smaller Scout line, and body sculpting was much more subtle. A rectangular grille with a similarly shaped “International” nameplate floating inside was clean and simple, and encompassed the single headlamps. Larger window areas lent a bright, airy feel to the cabin. Taken as a whole, the new trucks had a look of modern, clean efficiency. International dubbed it the “Now” look, and it was the work of International Harvester styling director Ted Ornas and his small staff of designers.

This truck features Exterior Trim Package No. 2, which included lots of bright metal plus woodgrain on the sides.

The D series being all-new inside and out meant the company could now integrate the optional air conditioning system into the instrument panel for a much neater look, while also substantially upgrading interior trim. Seats were more comfortable and instrument panels more car-like. Management belatedly realized that the light-truck market had evolved over the previous few years and the average light-truck buyer wasn’t necessarily a commercial user; he or she often was an ordinary suburbanite using a truck as a second, or even first, car. These buyers wanted a more car-like interior along with the comforts and conveniences they enjoyed in their personal vehicles. Automatic transmissions, power steering, power brakes, and AM/FM radios had become the rule rather than the exception. Even commercial buyers were looking for more comfort features, since they often spent their entire day in their trucks.

Chassis frames in 115-, 119-, 131-, 149-, and 164-inch wheelbases were all new, with improved shock absorbers and suspensions, and modern cross-flow radiators to allow a lower hood line. The popular Bonus Load bodies (i.e., straight side versus fender side) featured double-wall construction to keep shifting-cargo dings from showing on the outside. In addition to the regular two-door cabs, a Travelette four-door pickup was offered, as it had been since 1961. Available in 149- and 164-inch wheelbases, it was sort of like a Travelall with a pickup bed.

The 1970 IH light trucks mainly carried over in looks, but included mechanical improvements. The black roof on this truck is a nice touch.

On the mechanical side, the engines and transmissions mainly carried over, though in April a new American Motors-sourced 232-cu.in., 145-hp six-cylinder engine debuted as standard equipment on four-wheel-drive models. International was using the AMC six rather than its own, because the AMC engine cost less and was better suited to the sort of usage now demanded by buyers. The modern AMC mill had seven main bearings, weighed 200 pounds less than IH’s own six, and was known for smooth, quiet power. Two-wheel-drive IH trucks continued to offer IH’s 241-cu.in., 140-hp six. Optional for all were IH’s big 266-cu.in. six, plus V-8 engines of 304, 345, and 392 cubic inches.

Three trim levels were offered: standard, Exterior Trim Package No. 1, and Exterior Trim Package No. 2. The standard series included a painted grille and plain bodysides. Trim Package No. 1 added a bright metal grille, along with bright windshield trim, drip moldings, rocker panel moldings, side moldings, and hubcaps. Exterior Trim Package No. 2 added fancy woodgrain bodyside trim. Thirteen exterior colors were offered, along with four interior upholstery choices.

Crisp lines, plenty of ground clearance, and rugged construction were hallmarks of the last generation of IH trucks.

Management believed 1969 would show a business improvement, and by some measures it did, but by the most important ones the company took a step backward. Dollar volume grew to a record $2.65 billion, but profits fell to $63.7 million, and the profit margin plummeted to 2.4 percent.

Although IH held on to its first place in heavy-truck sales, in the light-truck market International was the fifth-largest producer—in 1960, it had been third. It wasn’t that IH sales had fallen; the company still sold about the same number of trucks as always. However, GM, Ford, and Chrysler sales had steadily climbed. During the 1960s, the light-truck market more than doubled, from 667,642 units in 1960 to 1,601,653 in 1969. Chevy and Ford were now selling more than half a million light trucks a year. Dodge, once a bit player in light trucks, was retailing more than 125,000 per year. Even GMC passed IH in sales.

One of the most sought-after IH pickups these days is the 1971 “Johnnie Reb” special edition. Reportedly just under 500 of these were produced.

International Harvester had been in the light truck business for more than 60 years, so management wasn’t ready to throw in the towel. Truck Group president Keith Mazurek was determined to grow the light-truck business by trying to solve the problem of his dealer network. International had about 2,000 truck dealers and needed at least 1,000 more. New dealers were needed in places where IH’s existing dealers generally weren’t: suburban America, where traditional passenger car owners now shopped for light trucks. If International could sign new high-volume dealers skilled in selling passenger cars, the company had a chance of attracting the ordinary folk who now made up the bulk of the truck market. Mazurek sent his field force out to Pontiac, Oldsmobile, Mercury, and Plymouth dealers around the country, along with import car franchises, trying to convince them to take on the International truck line. Unfortunately, many of the better dealers in those brands already had GMC or Jeep franchises.

For 1970, International offered a number of minor changes to its light trucks. There was a new grille made up of horizontal bars bisected by a vertical center piece, plus new hubcaps, new rocker panel trim, taillamps, and revised tailgate treatments. Model designation badges were now carried on the front fender sides, along with side marker lamps. This year, the 232-cu.in. six was standard on all models. A five-speed manual transmission was available.

International Harvester tried to get across the point that its trucks were meant for all kinds of buyers, not just farmers or construction companies.

International posted a modest sales increase for 1970, with dollar volume swelling to a record $2.7 billion. Profits, however, tumbled to $52 million. CEO Harry Bercher blamed it on the latest labor contract’s substantial wage and benefit increases that were not offset by a corresponding increase in worker productivity. The problem had been growing since the late 1950s when IH management decided to stop battling the unions and settle quickly so as not to interrupt production. The company accepted what’s known in the industry as a “pattern settlement,” agreeing to offer essentially the same wage/benefit package as the Big Three, which was completely unrealistic. How anyone thought the company could pay the same money as producers selling seven or eight times as many trucks is a puzzle.

In August 1970, International began producing its 1971 light trucks. Pickups were again mostly carried over, though a special limited-edition “Johnnie Reb” model was announced for sale mainly in Southern states. Painted a gray and orange two-tone, the hood featured twin stripes with stars resembling those on the Confederate battle flag, and a cartoon image of a Confederate soldier adorned the rear fenders. Aside from its ability to inflame hard feelings, it was a very attractive truck. The company also offered specially equipped pickups and Travelettes for dealer use, featuring a two-tone light blue and white paint scheme, upholstery and exterior trim, and an “International Trucks” logo on the doors. For 1971, net sales topped the $3 billion mark, but income fell to $45 million.

This brochure illustration gives a good side view of the International pickup. Styling was clean and modern.

International’s 1972 pickups offered smartly restyled grilles featuring five horizontal bars plus a center vertical bar. This year, the 232-cu.in. six was replaced by AMC’s larger 258-cu.in. mill. A new optional “anti-skid” (i.e. ABS) brake system was introduced, and a new Camper Special model was added to the line.

International’s 1973 truck line was strong. The Model 1010 Bonus Load pickups had a higher 4,800-pound weight rating. In addition, an upscale Wagonmaster version of the Travelette debuted. Unique in the American truck market, the Wagonmaster was designed to pull a fifth wheel or conventional trailer and offered plush trim on a 119-inch wheelbase with four doors and a five-foot pickup bed. In March, the company began offering the American Motors 401-cu.in. V-8 as an option.

The pickup camper market was hot in the early 1970s, and International offered models designed to carry anything from a simple pickup cap (seen here) to a large slide-in family camper.

For 1974, a new chassis was introduced, featuring an independent coil-spring front suspension to replace the previous torsion bars. New model designations of 100, 200, and 500 replaced the former 1010, 1110, and 1210 badges. The truck market was down somewhat, but in comparison, International light-truck sales took a nose dive, dropping to just over 59,000 units. GMC sales also fell to 143,885, but that was still more than twice as many as IH.

For 1975, the base model 100 ½-ton pickup became the 150. With the name change came increased load capacity necessary to skirt new emissions regulations requiring catalytic converters for trucks below 6,000 pounds gross vehicle weight. Electronic ignition was introduced for better starting and longer spark plug life.

In this circa-1972 photo we see the end of the final assembly line for new International light-duty trucks.

International sales continued to fall, and the company was losing money on pickups. Seeing no solution to the problem, management decided to abandon the light-truck market effective that spring, with the exception of the Scout line. By April 1975, the 150/200/500 series pickups went out of production. From 1907 to 1975, International had been a major figure in the light truck market, holding third place until the 1970s, but all that was over. The fuel shortage crisis during 1973-’75 was one culprit, but the biggest problem was the company’s own management, which completely missed the basic change in pickup ownership from commercial users to ordinary families. It’s a mistake the company is paying for today, as pickups have become the best-selling “family cars” in the country.

The 1972 International pickup brochure was designed to appeal to both commercial and personal-use buyers.

IH offered a full range of light trucks. Here we see a selection of 1973 models, including a Travelall station wagon, a Travelette four-door pickup, a regular pickup, and a Scout.

This 1973 advertisement spells out the difficulty IH faced in the light truck market: Having to compete against Ford and Chevrolet’s huge advertising budgets and extensive dealer networks.

The 1973 Wagonmaster was a unique new product; a luxury version of the Travelette pickup, it featured plush interior trim and woodgrain panels on the body sides.

As this circa-1974 advertisement illustrates, International trucks were ideal for use hauling even the biggest slide-in camper units.

The last IH full-size pickups were produced in April 1975. The final vehicle was the all-wheel-drive cab and chassis unit seen here.