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The Best of Four Wheeler Ads

Posted in Features on May 1, 2016
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Photographers: Four Wheeler Archives

The best part is the commercials, right? At least that’s how it goes with two things in life: the Super Bowl and Four Wheeler. The very first issue of Four Wheeler had ads promoting the magazine’s content and how to subscribe, plus the Nissan Patrol and Toyota Land Cruiser, both of which were featured in that issue. Take a gander at some of the most memorable ads since 1962.

Feb. ’62
Subscribe to “the” Four Wheeler for just $4.50 per year. This was the first ad to ever appear in Four Wheeler, so it might as well be our own.

Mar. ’62
Rancho has been with us since the beginning. This “memo” to upgrade Jeeps and Scouts required snail mail to learn more info.

Dec. ’62/Jan. ’63
We were pretty sure readers were going to save each issues, so in an effort to prevent a hoarders situation, we sold fancy organizational binders. Do any of you still have the attractive “gold embossed” variety?

Sept. ’68
This was an ad for getting back issues of the magazine, but then that was probably obvious from the artwork.

July ’69

Jan. ’79
Hey, it’s Reggie Jackson!

July ’85
Hey, it’s Ivan Stewart!

Feb. ’88

July ’88

July ’92

Nov. ’03
Randy’s is among the most recognizable ad in the industry, thanks to the familiar ring-and-pinion halo.

May ’06
The new Toyota FJ Cruiser spoke to enthusiasts. It talked engineering, not just looks.

Aug. ’15
The new era in consumer outreach: “Quick Response” codes. These allowed readers to use phones to read the code and provide instant info about products—in this case, General tires.

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