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Dodge Warlock Information
Wednesday, August 05, 2009
InstructionsOriginsStep 1:  Chrysler always had an eye for the youth market. It produced the Dodge Dart Swinger in a nod to the 1960s swinging hipsters. The "Dude" option package was available on the Dodge Adventurer pickup. The Plymouth Duster had the "Hang 10" package. Through Dodge's Adult Toy Program, the limited-edition Warlock pickup was introduced for the buyer who wanted a masculine truck with styling flare.
Adult Toy ProgramStep 1:  The pickup truck had long been a second family car in rural America. By the late 1960s, it moved to the suburbs. Dodge trucks were not much to look at compared with the Ford F-150 and the Chevrolet C/K Series, but it was known as a tireless workhorse. Yet, unlike its competitors, Dodge capitalized on the trend of young buyers personalizing their trucks. The Adult Toy Program produced limited-production short-wheelbased trucks, van conversions and specially packaged 4X4 Ramchargers and Power Wagons.
BrothersStep 1:  In 1976, Dodge introduced the Warlock, a pinstriped stepside pickup that featured oak sideboards and a short 115-inch wheelbase to emphasize its beefy but compact appearance. The Warlock's sibling, the Li'l Red Express, was produced from 1978 to 1979 and proved even more popular than the Warlock.
Custom Truck MarketingStep 1:  Dodge dealers noticed that four-wheel drive trucks accounted for half of their pickup sales. But the 4X4s were not used in the traditional off-road manner. Instead, the 4X4 was a personal-use vehicle. The Warlock's sales comprised largely of four-wheel-drive versions. Combining the 4X4 with factory custom work, Dodge buyers could drive a fully customized 4X4 Warlock directly off the dealer's lot.
GoodiesStep 1:  Dealers offered the Warlock in black, red, orange and green with gold pinstripes scrolled along the body lines, tailgate, inside the doors and along the dashboard. "Warlock" was scripted in gold in the center of the tailgate. The cargo bed was complemented with oak sideboards and flooring. Spoked wheels supporting fat tires were painted gold with black pinstripes. The interior featured a sporty instrument cluster, custom steering wheel and bucket-style seats. The running boards were chrome-plated.
Under the HoodStep 1:  Dodge owners wanted power in their cars and trucks. The 1973 oil crisis put an end to the fun as the U.S. government issued new fuel efficiency and safety standards. The Warlock was still equipped with the tepid 225-cubic-inch Slant 6 engine. But it also came with a 2- or 4-barrel carbureted 318-, 360- or 400-ci V-8.
The EndStep 1:  Warlock production never got the attention like the Li'l Red Express and has been relegated to footnote status in Dodge history. The second fuel shortage crisis in 1978 hastened the demise of the Warlock. The oil crises also limited Dodge's production of 4X4s as it focused its attention in the 1980s to more fuel-efficient vehicles.
Photo/Video CreditChrysler LLC
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