Photos by J.C. from the Cohort.
This is a rather tranquil-looking “Advanced Design” Chevy truck, found in a setting that’s quite fitting. In a placid, yet business-like environment. It mixes the idea of both worlds, the rural and the industrial. A good combination to see around this “Advanced Design” Chevy truck, in its final “bull-nose” year.
The “Advanced Design” trucks arrived in ’47 and have gotten a good deal of attention at CC before. Suffice it to say that Chevy’s new trucks offered a degree of modernity unparalleled in the segment. The many ideas and innovations that GM had been playing with through WWII materialized all at once in this product.
Chevrolet was to launch a new truck line in 1955; the equally revolutionary “Task Force” models. Yet, corporate heads found it worthy to update the “Advanced Design” for its last outing. A revised face with chunky detailing graced the ’54s, and if we go by these Chuck Jordan sketches, the “bull-nose” grille takes quite a bit from his suggestions.
The ’54s had a number of relevant updates besides the new face. The one-piece curved windshield and round tail lights were the most notable ones on the exterior. Further updates included a revised steering wheel and a new dashboard. Under the hood was Chevy’s 235 in. inline-six and the Hydramatic became available for the first time as an option.
This period of Chevy/GMC trucks left a lasting legacy and is fondly remembered to this day. Competitors emulated its innovations, while other GM subsidiaries would keep using them as a foundation for years to come.
Further reading:
The “1953” license plate on one of Jordan’s sketches leans toward a suspicion I’ve long held that this was meant as more of a midcycle refresh than a final-year one but delayed, perhaps because of the Korean War.
Interesting to note then Australian 1954 Chevrolet trucks still used a 2-piece windshield. https://oldcarbrochures.org/Australia/Chevrolet/Trucks%20and%20Utes/1954-Chevrolet-Trucks-Brochure/index.html
Indeed these were fine trucks, my shop truck was an unrestored 1949 3100 series for many years .
-Nate
I prefer the original; not a fan of this updating.
Chevrolet in Brazil did some other design upgrades to the Advance Design up to the early 1960s like this one.
https://www.flickr.com/photos/machadobrazil/4778260432/
The ’54 holds a special place in my heart. My first vehicle was a ’54 Chevy 3100. It was a custom built truck with the cab & bed mounted on a ’57 car frame. It had a 300 hp 327 and a 4 speed.
My dad called me one day in 1978 (just turned 12 in the previous November) and asked how much lawn mowing money I had. I told him $175 and he said he would loan me the $25 I needed to buy his boss’ truck and have it towed to the house. I was curious since I only knew the of ’54 and it was a show truck.
Apparently, his boss’ wife walked in on his boss with his topless secretary sitting on his lap. She busted out every window except the curved corner glass, spray painted the sides with all the obscene words she could think of, cut all 4 tires, yanked every wire she could get ahold of, and shredded the leather diamond tucked interior. Thankfully, the baseball bat (or whatever she used to bust the windows) wasn’t used on the sheet metal.
I worked on that truck until I was 15 and got my permit. I took my driver’s test in that truck as well. Six months later, I traded it and $500 to a guy for a 1970 Dodge Super Bee. Plum Crazy with a 440 & a 4 speed.
I sure wished I had either of those today.
Clint :
Some guys have all the “luck” .
-Nate
I like the 3600’s. The longer bed gives the truck better proportions and the 3/4 ton had an open driveline.
I just don’t understand why this gen’s “long” bed for the 3/4 tons was 87″ instead of a full 8′, or even 7.5′ like Dodge’s.
It’s funny, when I was a kid in the 1960’s, the 1950’s Ford trucks seemed popular as model kits, customized or hot-rodded at car shows, etc. the Chevies were just out working and not on this ten year old’s radar. Nowadays, I still see far more Advance (not Advanced) Design Chevy or GMC trucks on the road than the Fords. Definitely the most visible vehicles of that time period in my area.
With the white grill and the word CHEVROLET under the model number on the hood emblems, this is clearly an early ’55. The new Task Force design was delayed, so Chevy made some minor changes and continued the ’54 design until around January ’55.
Looks like that one’s still earning its keep. I have a few photos of a nearly identical ‘54 that I took around the Rouge Valley on the eastern border of Toronto years ago – great old trucks.