Dodge Deora: From Daring Custom to Hot Wheels Legend—The Radical Pickup Captivating The Henry Ford

In the world of American show cars, few creations are as celebrated—or as emblematic of creative risk-taking—as the 1967 Dodge Deora. Born from the minds of Detroit’s most daring customizers, immortalized as one of the first Hot Wheels, and today a prized piece in The Henry Ford Museum, the Deora’s tale is more than automotive history—it’s a pop-culture journey across design, childhood, and innovation.

Full Story: The Design and Dream

• The Deora began as a humble 1965 Dodge A100 pickup, reimagined by Detroit’s legendary Alexander brothers, Mike and Larry, in collaboration with upstart designer Harry Bentley Bradley.​

• Seeking to stun the custom car world, Bradley and the Alexanders transformed the boxy A100: the roof was chopped, the body channeled, and the engine (Slant-6) and 3-speed manual transmission moved rearward by 15 inches to open up cabin space.

• The windshield? Ingeniously repurposed from the rear hatch of a 1960 Ford station wagon, forming a futuristic, glass-fronted “hatch” that served as the main entry point—passengers climbed in from the front as the glass canopy tilted up.​

• Final touches included gold metallic paint, a sunken ride height, hidden lights, and virtually no visible cutlines—another Bradley signature.

• Underneath, the truck ran as a fully functional showpiece: the relocated engine filled the bed, while the new front “door” made it one of the most distinctive customs ever built.

Show Circuit Stardom and Awards

• Construction took over two years and cost $10,000 (a sizable sum in the 1960s), debuting at the 1967 Detroit Autorama.

• The Deora swept the Detroit show scene, winning the coveted Ridler Award and nine other honors—becoming Chrysler’s favorite “concept” custom, even as it was mainly an independent project.​

• Chrysler leased the gold custom for two years, using it as centerpiece at major auto shows to promote the brand’s daring direction.

• The Deora was eventually archived as a National Historic Vehicle Register artifact and acquired by private collectors. After a full restoration, it now dazzles at The Henry Ford Museum.​

From Garage Icon to Hot Wheels Superstar

• In 1968, Mattel’s new Hot Wheels brand made Deora one of its original “Sweet 16”—the toy that launched millions of miniature racing adventures worldwide.​

• Bradley himself designed many early Hot Wheels, with Deora a standout: its radical style, quirky entry and wild colors made it a best-seller and a lasting emblem in pop culture.

• The car also inspired best-selling AMT plastic model kits and has been recreated in modern art, toys, and tribute builds for over fifty years.

• At auction in 2009, the original Deora fetched $324,500—a testament to its place as both childhood icon and collectible treasure.

Design Mechanics & Standout Features

• Ultra-low, cab-forward stance; chrome 14-inch reverse wheels; 235/60 tires; and signature gold (or, originally, metallic lime green) paint.

• Inline-six engine (2.8L Slant-6, 101 hp), relocated rearward and draped with a custom tonneau.

• Ford-sourced glass, Mustang taillight bezels as side vents, and hidden Thunderbird sequential taillights show cross-brand creativity and adaptation.

• Entry via the front glass was unique—no side doors, clean body lines, a true “rolling laboratory” for radical ideas.

What Made Deora Different? Bulleted Highlights

• Entering from the front made it utterly unique among American pickups.

• Seamlessly fused street culture, Detroit custom tradition, and futuristic optimism.

• Engineering challenges—like moving engine, radiator, and gas tank—were solved with inventive packaging and design.

• Became a platform for design storytelling, sparking the imagination of car fans, collectors, and kids.

• Its influence endures in today’s world of concept cars, collectible toys, and custom culture.

Deora vs Fantasy Show Truck Icons

“The Golden Impossible”

In an era of sameness, a team of Detroit dreamers imagined a truck so radical, you entered through the front glass. As the world wondered, “why?”—they answered, “why not?” Born as Deora, this rolling gold sculpture became a legend, lighting up the eyes of show-goers, car kids, and collectors for generations.