By the late 1970s the off-roader market was already expanding beyond the functional requirements of farmers.
To take advantage of this new niche, Chrysler marketed its new Matra Rancho as a 'multi-purpose leisure vehicle', and certainly its rugged Range Roverish looks suggested off-road capability.
In fact the Rancho was a clever marketing man's wheeze which, for a while, was quite the thing to be seen in down the Kings Road.
It was certainly one of the few interesting vehicles to emerge from the beleaguered European arm of the Chrysler Empire during this period, and came a creditable fourth in the 1978 Car of the Year awards, the year of its introduction.
Based on the Simca 1100, the Rancho only ever came with front-wheel drive and had no more off-road talent than the average family saloon. It had no high-low gear ranges, no extra ground clearance... nothing, in fact, to really justify those looks.