Overdrive‘s Rearview series is a new recurring monthly feature taking a historical look at the trucking industry through the lens of archived editions of Overdrive.
A Peterbilt ad from the back cover of a 1968 edition of Overdrive.Flip over any issue of Overdrive from the late 1960s to today, and odds are you’ll be face to face with a Peterbilt.
From the long needle-nose models of the ’60s to the cabovers of the ’70s and ’80s, the 20-year reign of the iconic Model 379 and today’s modern aerodynamic tractor stylings, Peterbilt tractors have graced the back cover of Overdrive for nearly 40 years.
It’s a prime advertising position the company still holds today. Peterbilt has used that space to display its flagship model of the era, often a testament to the market trends of the time.
A constant element of those ads for many years was the company’s famous tagline, “Class.” That marketing emphasis, combined with maintaining such a visible space over much of Overdrive’s 55-year history, has helped solidify Peterbilt as one of the most desirable brands for the owner-operator.
That goal has been long realized, if Overdrive’s Pride & Polish shows are any indication. The vast majority of trucks over the competition’s 25 years have sported the Red Oval trademark.
Here’s a look at Peterbilt’s backcover ads through the decades:
2005
1979
1988
1979
1979
1977
1969
1996
1971
2013
1999
