The 'Square Body' truck was actually designed to be rounded
In short: Despite its iconic boxy silhouette, the third-generation Chevrolet C/K was marketed as the "Rounded Line." This aerodynamic evolution replaced the previous "Action Line" trucks, utilizing wind tunnel testing and computer simulations to balance a revolutionary new look with improved fuel economy during an era of shifting design priorities.
Development began in 1968, marking a shift toward modern manufacturing. Before any physical prototypes were built for real-world testing, GM utilized computers to simulate vehicle components. The goal was a radical departure from the previous "Action Line" trucks. While the public eventually dubbed them "Square-body" or "Box-body" due to their rectangular front fascias, the "Rounded Line" moniker actually referred to specific aerodynamic innovations: a more widely curved windshield and a shoulder line that wrapped from fender to fender to visually integrate the cab with the pickup bed.
Functionality was as much of a priority as aesthetics. To reduce cabin noise, designers replaced traditional mast-style radio antennas with units embedded directly into the windshield glass. Inside, the dashboard moved away from flat designs toward sedan-like layouts that centered controls closer to the driver. These trucks also served as the foundation for full-size SUVs like the Chevrolet Suburban and the K5 Blazer, while sharing body commonality with GM's medium-duty commercial vehicles.
The generation saw significant evolution over its 18-year production run (1973–1991). A major mid-cycle redesign occurred in 1981 to address the 1979 energy crisis, where engineers used wind tunnels to shed nearly 300 pounds of curb weight and reduce drag. By 1987, as GM prepared to launch the fourth-generation trucks, the third generation was rebranded as the R/V series (R for rear-wheel drive, V for 4x4). This transition allowed GM to market two full-size lines simultaneously until the Rounded Line was finally retired in 1991.
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Sources
- Summary by Intellect · source: Chevrolet C/K (third generation)
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