Forty years is a big span of time, and a lot has happened at Four Wheeler during those four decades. In order to survive for 40 years, a magazine has to be a reflection of its readers and their needs, and it has to show them what they want to see. Of course, what our readers have wanted to see in the pages of Four Wheeler has changed dramatically over time. Going through a stack of the last 40 years' worth of back issues we discovered plenty that was interesting and fascinating, along with a bit of the humorous and wacky. We also found that great technical articles, excellent event coverage, and adventurous travel articles have always been a constant in the magazine. However, what is most interesting, and what follows, is a not a look at the constants, but at the trends that have driven both four-wheeling and Four Wheeler.
January of 1964 marked a milestone...
January of 1964 marked a milestone for Four Wheeler as our first color cover graced that issue . Such teasers as how to build a sand buggy for $100 and the revelation of the world's best four-wheel drive car were used to lure potential readers. The cover image itself was of two happy children driving a homemade buggy through the dunes.
Travel stories have been part...
Travel stories have been part of Four Wheeler from the start and there was plenty of backcountry still left to explore in the '60s. This article on a trip to Mexico's petrified forests appeared in 1964. We can't even begin to imagine what an adventure driving through the Mexican backcountry must have been during that era.
New-vehicle testing also began...
New-vehicle testing also began in the '60s and continues to be one of the magazine's major components today. In that field, the big news in 1965 was of the Jeep getting a V-6 from the factory that produced 155 hp and 225 lb-ft of torque.
We also ran a report from...
We also ran a report from Peter Kokalis on how his new Chevy Suburban was holding up.
The world of the sand dune...
The world of the sand dune was a predominant part of the magazine from its beginning and throughout the '60s. In 1963 the Buttercup Brawl, Which featured a hillclimb competition and sand drags, was covered.
Desert racing was beginning to build in popularity by the mid-'70s and the staff of Four Wheeler got into the action in 1973 by building and racing a Toyota Land Cruiser. Their efforts paid off big time in the '73 Baja 1000 as they cruised the 'Cruiser to a win in Class 3. The story of their assault of the Baja appeared in the February '74 issue while the class-winning 'Cruiser graced the cover.
The February '74 issue marked another milestone for Four Wheeler, as the First Annual Four Wheeler Achievement Award was granted to the Jeep Cherokee. Equipped with the 401 V-8, it averaged 10.7 mpg on the pavement. Obviously, this award was not given for the best fuel mileage. Eventually, the Achievement Award would become Four Wheeler of the Year.
By the late '70s, desert racing...
By the late '70s, desert racing was huge and tech inspection at the Mint 400 would shut down central Las Vegas.
Another assault on desert...
Another assault on desert racing by the Four Wheeler staff occurred when then-editor Bill Sanders and Pete Springer raced this Stroppe-built Jeep in several races.
If there was any decade that...
If there was any decade that was a bit goofy for all of us, it was the '70s. As evidence, there were plenty of car-bodied 4x4s in the magazine, along with Liberace-approved interior.
By the mid-'80s monster trucks...
By the mid-'80s monster trucks were all the rage.
Examples could be found regularly...
Examples could be found regularly in the pages of Four Wheeler. We featured both Bigfoot and Awesome Kong.
Rocker Ted Nugent built several...
Rocker Ted Nugent built several Broncos and this awesome example appeared on the cover of our December '82 issue.
Desert racing coverage was...
Desert racing coverage was also still appearing regularly in the magazine. Pictured here is Ivan Stewart in one of his first Toyotas.
By the late '80s somebody...
By the late '80s somebody had finally figured out how to chrome a set of springs, and the show-truck phenomenon took off The emphasis was on big tires and looks, and not so much on performance.
The '90s
As the '90s progressed, the emphasis became less on show trucks and more on functionality That's where we are now. More trail rigs showed up in the magazine, and as technology and the thinking that went into them progressed, they became works of art.
The emphasis on func-tionality...
The emphasis on func-tionality also carried over to the covers as was evident by this flexy fullsize that appeared on the April '97 cover.
The first Top Truck Challenge...
The first Top Truck Challenge took place in 1993 and appeared in the March '94 issue of Four Wheeler and the rest, as they say, is history.
Another first during the '90s...
Another first during the '90s was the first-ever Pickup Truck of the Year Award, won by the '90 Mitsubishi Mighty Max. Previously, pickups and SUVs battled for one award.