Everyone knows about the Dodge Durango — a massive SUV powered by a 6.4-liter HEMI V8 that can make a trip to the mall feel like a lap around a NASCAR circuit.
But what if the original Durango wasn’t a Dodge at all? Surprisingly, the first Durango was introduced long before Dodge debuted its mid-size SUV with that name in 1997.
The origins of the first Durango trace back to the late 1970s, and it was created by one of Dodge’s main competitors, Ford.
This Durango was something entirely different—a fascinating blend of a car and a truck that defies easy categorization. Whether you call it a “ute” or a “truck,” one thing is certain: the Ford Durango was undeniably cool.
Ford’s Legacy of Innovation
Ford is one of the most iconic vehicle brands in the world, renowned for shaping the automotive industry with groundbreaking models like the Mustang, GT40, and Maverick, to name a few.
Despite Ford’s storied legacy, the Ford Durango remains a rare and quirky anomaly in the brand’s history. With fewer than 300 units ever built, it was a vehicle that few people even know exists.
It’s also practically useless and potentially hazardous if not used correctly. Yet, for collectors and enthusiasts, its rarity and unique story make it an intriguing find.
So, set aside thoughts of the Dodge Durango for a moment as we go through the original Durango, its creation, and the reasons for its failure.
Ford’s Answer to the El Camino
The Ford Durango’s story begins with a trend that gained traction decades earlier: the car-truck hybrid.
When thinking about such vehicles, the Chevrolet El Camino likely comes to mind—a cult classic made famous by models like the ultra-rare 1970 El Camino SS equipped with a 450-horsepower LS6 454 V8.
However, Ford was actually the first to bring this type of vehicle to market with the 1957 Ranchero, beating Chevrolet to the punch by two years.
By the late 1970s, Ford faced new challenges. Chevrolet had launched a sleeker, more modern El Camino in 1978, featuring Malibu-inspired styling.
Ford, meanwhile, was phasing out its Ranchero in favor of the LTD II intermediate-class lineup, leaving the company without a direct competitor to the latest El Camino.
Ford needed a solution—and fast. The company decided to base its next utility vehicle on an unlikely candidate: the Ford Fairmont Futura two-door coupe.
The Fairmont Futura was an unremarkable coupe, but its design had potential. Its B-pillar wrapping lent itself to a sporty, pickup-style vehicle if the rear roof section was removed.
Instead of overhauling its factories, Ford outsourced the project to National Coach Works in Los Angeles. Between 1979 and 1982, Fairmont Futura sedans were converted into the Ford Durango.
National Coach Works handled the modifications, removing the rear half of the roof and installing a fiberglass truck bed along with a new rear window.
This unconventional transformation turned the Fairmont Futura into a practical yet stylish car-truck hybrid. Every Durango was equipped with Ford’s 3.3-liter inline-six Thriftpower engine paired with a three-speed automatic transmission.
While the design was intriguing, the Durango wasn’t an official Ford product. National Coach Works had merely licensed the rights to produce and distribute the vehicles through Ford dealerships.
Why the Ford Durango Failed
Despite its innovative concept, the Ford Durango was not a commercial success. Production figures are murky, but most sources agree that only 212 units were built.
Even more surprising, the Durango remained in production for three years and was sold as a $2,500 dealership option.
One major design flaw likely contributed to its limited appeal. The Durango’s tailgate design—essentially a repurposed Fairmont Futura rear panel—posed a safety hazard.
When the tailgate was folded down, the rear lights and license plate were no longer visible, creating a significant risk of accidents.
Documentation issued with the Durango even warned drivers not to operate the vehicle with the tailgate down, as it would make them invisible to other motorists and could result in a police stop.
Comparing the Durango to the El Camino
While the Ford Durango struggled to find its footing, the Chevrolet El Camino thrived. The fifth-generation El Camino, launched in 1978, remained in production for nearly a decade.
Available with engines ranging from a base 3.8-liter V6 to a 5.7-liter V8, the El Camino offered more power and versatility than the Durango.
One of the standout models from this generation was the El Camino SS produced between 1984 and 1987, featuring a NASCAR-inspired front end by Choo Choo Customs.
Over its production run, Chevrolet sold hundreds of thousands of fifth-generation El Caminos, making it a stark contrast to the rare and obscure Durang.