The Korean War has ended and copper used in quality chrome plating is now readily available at an acceptable price to commercial buyers. General Motors loses no time introducing a deluxe pickup in both their Chevrolet and GMC lines. Quality chrome plating was required for this project and was now in stock. Other metals have also dropped in price including stainless steel.
The new deluxe GMC pickup was far above the appearance of earlier years even though the mechanics were virtually unchanged. With more disposable income in the US, General Motors gambled that many buyers would purchase a new upscale truck even if they did not have immediate hauling needs.
Actually GM invested very little to make their top of the line pickup stand out above the crowd. Using their base model, the following made up much of this special pickup:
- Grille, bumper, grille surround and hub caps are chrome plated.
- The exterior side window and new one piece “panoramic” windshield is surrounded with high polished stainless steel.
- Wing vents assemblies are combination chrome and polished stainless.
- The end of the rolls in the bed sides have plastic reflectors (actually from a 1953 Buick) and held in place with a GMC only stainless ring. A small screw hole was in only the deluxe pickup bed side to secure this assembly. Not on Chevrolet.
- Chrome tail light ring.
- The interior upholstery consisted of cloth covered cushions rather than traditional vinyl material on trucks of all prior years.
- The pleated door panels matched the material in the seats.
- The unusual metal interior was painted the reverse of the deluxe Chevrolet colors. Thus, dark being the primary color. A lighter shade was the dash, steering column and steering wheel.
- Driver’s side are rest.
- Yes, like the deluxe Chevrolet, the running boards were the lower body color.M
- A different contrasting color, not necessarily the body, is placed on the wheels.
A few items in the attached GMC advertisement, placed in a major magazine. Were extra cost factory options:
- Hydra-Matic transmission.
- White top, to reflect sun.
- Jet plane hood ornament.
- Factory Clock.
Note: A rear bumper was always an option in 1954. Their problem: They prevented a pickup from backing close to a loading dock. When carrying merchandise or walking livestock into the pickup the gap caused dangerous falling problems for some owners. The beginning attached factory photo of this article shows the tailgate totally open and thus down vertically to eliminate the gap. This can only happen with no rear bumper.