American Honda Motor Co., Inc. began its journey in the U.S. in 1959, and to get their motorcycles to dealers across Southern California, they relied on a fleet of Chevy pickups. Among these workhorses was a 1961 Chevy Apache 10, which has now been meticulously restored to its former glory as part of Honda’s 60th-anniversary celebration. This “Honda pickup,” as it became known in Honda’s early days, is more than just a truck; it’s a symbol of Honda’s rapid growth and establishment in the American market. A classic photo from 1961, capturing this very truck in front of Honda’s original Los Angeles office on Pico Blvd., underscores its significance. To honor this legacy, American Honda undertook a detailed restoration project, ensuring this piece of automotive history accurately reflects its original condition.
The Meticulous Restoration of a Classic “Honda Pickup”
Drawing upon their archives and the valuable recollections of retired Honda associates, the restoration team located a 1961 Chevy half-ton pickup to serve as the foundation for this project. The goal was to recreate every detail of the original trucks used by Honda salesmen as they delivered motorcycles to dealerships on consignment. The restoration process involved a careful renovation, focusing on replicating the original paint scheme and hand-painted graphics that adorned these early “Honda pickups.” These trucks were instrumental in Honda’s early success, enabling them to quickly gain a foothold in the competitive U.S. market, starting in Southern California. By 1965, Honda had risen to become the top-selling motorcycle brand in America, commanding an impressive market share of nearly 72 percent. This restored Chevy Apache stands as a testament to those pioneering days.
To prepare this special “Honda pickup” for its debut at Honda’s 60th-anniversary celebration on June 11, the restoration included a mechanical refresh and a new coat of factory-correct white paint. The hand-painted graphics were meticulously recreated to match the originals, ensuring authenticity. To complete the scene, two vintage motorcycles – a Honda 50 and a CB160, models that would have been typically transported in these trucks – were placed in the truck bed. This perfectly recreated package is now proudly displayed in the lobby of American Honda’s headquarters in Torrance, California, allowing employees and visitors to step back in time.
Precious Cargo: Honda 50 and CB160 Motorcycles
The “Honda pickup” wouldn’t be complete without its precious cargo – two significant motorcycles from Honda’s early years. A red 1965 Honda 50, globally recognized as the Super Cub, is positioned on the left side of the truck bed. This model was Honda’s first major success in the U.S. market. Known as the “Nifty Thrifty Honda 50,” it was heavily promoted in the iconic “You meet the nicest people on a Honda” marketing campaign, effectively putting Honda on the map in America and worldwide. The restored 1965 Honda 50 is in excellent running condition, ready for many more years of enjoyment.
Alongside the Honda 50, the Chevy truck bed also carries an original 1965 Honda CB160, one of Honda’s early forays into small displacement sport bikes. The CB160 was a hit for American Honda, following the successful CB77 “Super Hawk” and transitioning away from stamped steel frames to a more modern tubular steel frame. Cycle World magazine even dubbed it a “baby Super Hawk,” recognizing its appeal to younger riders seeking a motorcycle with sporty aesthetics. This 1965 CB160, fully restored the previous year, is also in perfect running order, adding another layer of authenticity to the “Honda pickup” display.
A Rolling Piece of Honda History
The restored 1961 Chevy Apache “Honda pickup” is scheduled for public appearances, including the 2019 SEMA Show and other events across the country, as well as classic vehicle gatherings in Southern California. Ultimately, this significant vehicle will find a permanent home in the American Honda Collection Hall in Torrance. There, it will be displayed in front of a replica of Honda’s original Los Angeles office, completing the historical tableau. This “Honda pickup” is not just a beautifully restored truck; it’s a tangible representation of Honda’s humble beginnings and remarkable journey to becoming a leading automotive brand in America, celebrating 60 years of history and innovation.
