Truck Rewind: Dodge Deora Concept – Retro-Futuristic Awesomeness

Customized by the famous Alexander Brothers (Mike and Larry) from Detroit, MI – the Dodge Deora Concept ignited the imaginations of model-builders and Hot Wheels collectors alike. What started life as a 1967/68 Dodge A-100 compact pickup truck became a darling of the auto show circuit. It is considered by many to be one of the most influential and iconic concept vehicles of the era.

Dodge Deora Concept

The Dodge Deora (“Deora” is “gold” in Spanish) Concept is nearly 16-feet long and 4-foot – 9-inches tall. Both longer and (much) lower than the original A-100, the Dodge Deora Concept

Showing ingenuity given its limited interior space, the designers added an upper-hinged, retractable front glass section, center hinged swinging front door, disconnectable steering wheel (which moved over to the driver’s side corner for easy front access to the front seat) and reflective/hidden taillights. While none of these features would see production, some have reappeared in other concept vehicles down the road.

Powered by the ubiquitous 115-horsepower “slant six” the power was routed to the rear wheels via a three-speed manual transmission. The engine had to be moved back 15 inches to allow space for the radical cockpit. It wound up partially inside the bed of the truck – along with the radiator, electric fans and the gas tank. The radiator actually sat back behind the rear axle, vents were added to the sides with electric fans cooling the radiator.

Given the amount of components stashed in the bed of the Dodge Deora Concept, the designers opted to cover it with a hard tonneau cover.

Writer’s note: When I was a kid, I had a Hot Wheels Dodge Deora Concept with tiny surfboards in the back. I remember wondering why there was no actual bed to place things in (as many other Hot Wheels pickup trucks had them). Now, I can finally put that question to rest. 

What do you think?  Is this not one the coolest concepts from the ’60s and ’70s?

Speaking of Dodge… er, I mean RAM

Nathan Adlen
Easily amused by anything with four wheels, Nathan Adlen reviews vehicles from the cheapest to the most prestigious. Wrecking yards, dealer lots, garages, racetracks, professional automotive testing and automotive journalism - Nathan has experienced a wide range of the automotive spectrum. Brought up in the California car culture and educated in theater, childhood education, film, journalism and history, Nathan now lives with his family in Denver, CO. His words, good humor and video are enjoyed worldwide.