Overdrive‘s Rearview series is a new recurring monthly feature taking a historical look at the trucking industry through the lens of archived editions of Overdrive.
![A Peterbilt ad from the back cover of a 1968 edition of Overdrive.](https://img.overdriveonline.com/files/base/randallreilly/all/image/2016/04/ovd.Scanned-from-a-Xerox-multifunction-device003.pdf-page-1.png?auto=format%2Ccompress&fit=max&q=70&w=400)
Flip over any issue of Overdrive from the late 1960s to today, and odds are you’ll be face to face with a Peterbilt.
From the long needle-nose models of the ’60s to the cabovers of the ’70s and ’80s, the 20-year reign of the iconic Model 379 and today’s modern aerodynamic tractor stylings, Peterbilt tractors have graced the back cover of Overdrive for nearly 40 years.
It’s a prime advertising position the company still holds today. Peterbilt has used that space to display its flagship model of the era, often a testament to the market trends of the time.
A constant element of those ads for many years was the company’s famous tagline, “Class.” That marketing emphasis, combined with maintaining such a visible space over much of Overdrive’s 55-year history, has helped solidify Peterbilt as one of the most desirable brands for the owner-operator.
That goal has been long realized, if Overdrive’s Pride & Polish shows are any indication. The vast majority of trucks over the competition’s 25 years have sported the Red Oval trademark.
Here’s a look at Peterbilt’s backcover ads through the decades:
![2005](https://img.overdriveonline.com/files/base/randallreilly/all/image/2016/04/ovd.Scanned-from-a-Xerox-multifunction-device0012.pdf-page-1.png?auto=format%2Ccompress&fit=max&q=70&w=400)
![1979](https://img.overdriveonline.com/files/base/randallreilly/all/image/2016/04/ovd.Scanned-from-a-Xerox-multifunction-device001.pdf-page-1.png?auto=format%2Ccompress&fit=max&q=70&w=400)
![1988](https://img.overdriveonline.com/files/base/randallreilly/all/image/2016/04/ovd.20160406_084708-e1459956845212.png?auto=format%2Ccompress&fit=max&q=70&w=400)
![1979](https://img.overdriveonline.com/files/base/randallreilly/all/image/2016/04/ovd.20160406_084605-e1459956865455.png?auto=format%2Ccompress&fit=max&q=70&w=400)
![1979](https://img.overdriveonline.com/files/base/randallreilly/all/image/2016/04/ovd.20160406_084554-e1459956907708.png?auto=format%2Ccompress&fit=max&q=70&w=400)
![1977](https://img.overdriveonline.com/files/base/randallreilly/all/image/2016/04/ovd.20160406_084456-e1459956924287.png?auto=format%2Ccompress&fit=max&q=70&w=400)
![1969](https://img.overdriveonline.com/files/base/randallreilly/all/image/2016/04/ovd.20160406_084417-e1459956942228.png?auto=format%2Ccompress&fit=max&q=70&w=400)
![1996](https://img.overdriveonline.com/files/base/randallreilly/all/image/2016/04/ovd.20160406_084349-e1459956964567.png?auto=format%2Ccompress&fit=max&q=70&w=400)
![1971](https://img.overdriveonline.com/files/base/randallreilly/all/image/2016/04/ovd.20160406_084341-e1459957005507.png?auto=format%2Ccompress&fit=max&q=70&w=400)
![2013](https://img.overdriveonline.com/files/base/randallreilly/all/image/2016/04/ovd.20160406_084315-e1459957139145.png?auto=format%2Ccompress&fit=max&q=70&w=400)
![1999](https://img.overdriveonline.com/files/base/randallreilly/all/image/2016/04/ovd.20160406_084737_001-e1459957196229.png?auto=format%2Ccompress&fit=max&q=70&w=400)