By 1957, not only had Ford and Chevy brought modern styling to their traditional pickup truck lines but Ford had also introduced the Ranchero car based pickup and Chevy featured the Cameo Carrier, a conventional pickup that sported many automobile styling trends. Dodge’s trucks, in comparison, were starting to look a bit dowdy. The solution was to create the Sweptside pickup, with tailfins that emulated Chrysler design chief Virgil Exner Sr’s “Forward Look”, which fully flowered in the ’57 model year. One could be forgiven for assuming that the Sweptside Dodge and the nearly identical Fargo trucks sold in Canada were the product of Exner’s design studio. That wasn’t the case. Supposedly “Ex” wasn’t even interested in restyling the trucks. In fact the Sweptside pickups had nothing to do with Chrysler’s design team. They were the result of a parts-bin project of Joe Berr, the head of Dodge’s Special Equipment Group.
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