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as the symbol for the model located on the tailgate. Indeed, print advertising of the time played on the theme of the American Southwest that the Spanish model name and Longhorn symbol were meant to evoke, showing artistic representations of the vehicle being used in ranching and outdoor activities, proclaiming it as "More Than A Car! More Than A Truck!" The Ranchero was a hit with both the automotive press and the buying public, filling an untapped market niche for vehicles with the utility of a

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